Campaigns book

The RiverCenter For the Performing Arts &

Tickets-‐for-‐Tots

Public Relations Campaign

By

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Columbus, Georgia

Est. 2002

Mission To partner with local performing organizations, provide quality entertainment and

promote the artistic enrichment of the Columbus area.

Mission To provide students with free or reduced admission to performances to RiverCenter

productions and free educational institutions from the added financial burdens associated with site visits or field trips.

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Table of Contents Executive Summary Pg. 4, 5

Research Cover Page Pg. 6

Background & Secondary Research Pg. 7, 8

Situational Analysis Pg. 9

Messages & Audiences

Pg. 10 -‐ 13

Primary Research

Pg. 14 -‐ 23

Planning Cover Page

Pg. 24

Goals, Objectives, Strategies, & Tactics

Pg. 25 -‐ 31

Timeline

Pg. 32 -‐ 35

Budget

Pg. 36

Campaign Materials

Pg. 37 -‐ 42

Evaluation Strategy

Pg. 44 -‐ 46

Appendix A

Pg. 47 -‐ 50

Appendix B

Pg. 51

Resources

Pg. 52

Firm Information

Pg. 53

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Executive Summary

This report was prepared by Impact and presents a PR campaign to our client, The RiverCenter

of Performing Arts. The focus of this campaign is to promote their season finale production of

“The Rat Pack is Back” and the first ever Las Vegas casino night themed after party to benefit

Tickets-‐For-‐Tots. The event will take place in June 2015.

Provided is the context to view our PR plans and budgets for this event. The

RiverCenter expressed three main goals to our firm in initial meetings: 1) Attract more young

adults and first time guests while maintaining their older adult, loyal customer base. 2) Sell out

(2,000 tickets) “The Rat Pack is Back” show. 3) Raise $10,000 for Tickets-‐for-‐Tots at the casino

night.

The entire campaign spans over 11 months. Initial planning began in August 2014 and

implementation of the plan will begin in January 2015 by Dr. McCollough’s PR Management

students. The entire campaign plan will be completed after summative evaluation is conducted

after the event in June 2015.

Strategies were developed after secondary and primary research indicated that

customers do not have enough fluid communication with our client. This results in a lack of

knowledge about RiverCenter productions, knowledge of Tickets-‐for-‐Tots, and other donation

opportunities.

The book identifies three target audiences representing three major age groups. A

different message will be geared towards each target:

1. Young Adults (18-‐30 years old)

a. Message: “Experience Vegas”

2. Middle-‐Aged Adults (31-‐50 years old)

a. Message: “Party for a Purpose”

3. Traditional RiverCenter Patrons and Returning Customers (51+ years old)

a. Message: “Relive the Rat Pack”

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Secondary research is for local key public figures to be identified that can create a ‘word

of mouth’ campaign and support. The campaign also presents key issues which may impact the

fundraising process: the use of technology based donation stations and raffles, the increase in

social and local media platforms, and the use of impersonators and pre-‐show themed events

(Art Beat) to increase overall attendance and participation.

The report includes a timeline for campaign execution, budget, evaluation criteria and

required mockup resources. This resulted in clear, achievable campaign objectives that our

firm believes will help the team moving forward achieve its goals.

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Research

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Background & Secondary Research

The RiverCenter for the Performing Arts The RiverCenter for the Performing Arts seeks to provide quality entertainment and promote artistic enrichment in the Columbus community. To enrich the lives of children in the Columbus community, the RiverCenter uses its ArtsReach education program. A branch of that program, Tickets-‐For-‐Tots provides underprivileged children with free or reduced admission to specific shows in line with Common Core Curriculum Standards. Through Tickets-‐For-‐Tots, teachers can expose their students to the arts who otherwise would not have the opportunity to experience such an invaluable addition to the classroom. Built in 2002, the RiverCenter has been instrumental in the revitalization of downtown, (now named, “Uptown”) Columbus. Construction of the RiverCenter was the initial step in an effort to bring Columbus State University off its Main Campus location 7 miles north of Uptown. Uptown Columbus has shifted to a high-‐energy, vibrant area, characterized by the young people walking to and from class and the independent coffee shops and restaurants (White, 2011). Today, the RiverCenter continues to serve the Columbus community. Its state-‐of-‐the art facilities are the center a must-‐see attraction for Georgia tourists and visitors. The facility boasts three theaters: the Bill Heard Theater with a 2,000-‐seat capacity, Legacy Hall with a 430-‐seat capacity and the black-‐box Studio Theater with a 150-‐seat capacity. To date, the RiverCenter has hosted a variety of performers, entertainers and Broadway shows including, Yo-‐Yo Ma, Jessie Norman, Bill Cosby, Jerry Seinfeld, White, Cats, Rent and many more. This spring, the RiverCenter will bring Las Vegas to the Chattahoochee Valley with its gala season wrap up featuring “The Rat Pack is Back.” Vegas legends, Frank Sinatra, Sammy Davis, Jr., Dean Martin and Joey Bishop will take the stage for an unforgettable show followed by a “Casino Lobby Experience” after party. Funds raised at the after party will benefit for the RiverCenter’s Tickets-‐For-‐Tots initiative, creating an opportunity for children to experience the same magic of the RiverCenter. The Community Columbus is home to a variety of people. The following statistics and estimates were considered in the development of this campaign and should be revisited during the campaign’s implementation come spring 2015:

• Total Population of Columbus 198,413

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• 15-‐49 year olds 99,397 • 50-‐85+ year olds 57,265

(Governor’s Office of Planning and Budget, Annual Estimates of the Resident Population, July 1, 2010-‐2012)

• Muscogee County School System total enrollment 31,885 • 16,122 are enrolled in grades PK-‐5

(Georgia Department of Education, Enrollment Count, March 6, 2014 Fiscal Year).

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Situational Analysis

A Season Finale Like Never Before The RiverCenter for the Performing Arts wants to end the 2014-‐2015 season with a bang. Vegas is coming to Columbus with “The Rat Pack is Back” featuring a “Casino Experience.” The finale will also double as a fundraiser for Tickets-‐For-‐Tots program. Meetings with our client have indicated that most RiverCenter patrons are returning customers, educated and relatively affluent (earning $100k or more annually). Our client stressed their interest in expanding the RiverCenter’s reach. They want to attract more first time guests, a younger adult audience all while maintaining their steady base of loyal customers. A greater turn out for the season finale would also increase the chances of a successful fundraiser for Tickets-‐For-‐Tots. We have identified the following opportunities and challenges should be taken into consideration throughout the campaign:

Opportunities • This is the first time The Rat Pack has ever come to Columbus, GA • This is the first time a Casino Experience has come to The RiverCenter • The Rat Pack is a familiar brand, appealing to the most financially stable individuals

in the community • Columbus, Ga has a growing young adult population Challenges • Younger generations are less familiar with The Rat Pack and potentially unwilling to

pay for expensive tickets • There is a false perception that the RiverCenter is only for the community’s affluent • There is potential consumer and media fatigue from constant nonprofit fundraising

efforts in community

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Messages & Audiences

“The Rat Pack is Back” and Casino Lobby Experience brings legends Frank Sinatra,

Sammy Davis, Jr., Dean Martin and Joey Bishop back on stage and the Las Vegas casino environment to the Chattahoochee Valley. While “when the moon hits your eye like a big pizza pie, it’s amore,” may sound familiar to young adults and older adults, the latter is more familiar with Rat Pack as a generational symbol. Young adults, while not necessarily familiar with the Rat Pack, are likely to be familiar with Las Vegas and all its flashing lights. Recent movies like 21, and The Hangover all take place in Las Vegas and glorify an action packed, party lifestyle more attractive to younger audiences. Because of the generational differences, our team will use different messages to connect with each of these target audiences.

Target Audience 1: Younger Adults Even though The RiverCenter values their loyal returning customers to thrive in a competitive entertainment market, the RiverCenter must constantly attract new business (first time guests). Specifically, the RiverCenter wants to draw more Columbus State University students and students of surrounding colleges and universities. Our research findings suggested the following about this group:

• Individuals in this group are between the ages of 18 and 30 o Many young adults have never, or rarely attend RiverCenter events.

• Many young individuals seek instant gratification (Bolton et al., 2013) • Many individuals in this area value interesting work • Many young people are motivated to contribute to society (Bolton et al., 2013)

The season finale has a dual purpose: to entertain and fundraise for the RiverCenter’s Tickets-‐for-‐Tots charity. The show and casino experience will entertain young adults and first timers. While playing casino games, guests can also contribute to their community by donating to Tickets-‐for-‐Tots. According to our research, young adults will enjoy this environment, which is great news for our client. When marketing to young adults the key message will be:

• Experience Vegas Target Audience 2: Middle-‐Aged Adults

• This target audience is between the ages of 31 and 50 • Much of this population are military

o The military brings many families to Columbus

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o Military families support a large part of Columbus’ economy • This demographic can be reached through a combination of traditional and social

media In Columbus, a large portion of the middle-‐aged target is made up of the Military family base population. Many of these middle-‐aged adults (Fort Benning connection or not) are married with children and therefore more family oriented than the young adult target audience. For this group, it is important to communicate how Tickets-‐for-‐Tots helps children because a children’s charity will catch middle-‐aged adults’ interest. Family focused adults will be more motivated to attend an event where they can be entertained and help children – especially if their young children in Columbus schools could benefit from the charity. This group receives information through social media and traditional media platforms. Therefore, our message to this target should be disseminated through both channels. The key message to reach this target will be:

• Party for a purpose Target Audience 3: Traditional RiverCenter Patrons and Returning Customers The RiverCenter has about 400 season subscribers, or season ticket holders. These traditional RiverCenter patrons and returning customers are generally well educated and affluent making over $100K/annually. Based on secondary research we believe the following about this group:

• Individuals in this group are between the ages of 51 and older • People in this group, have familiarity and appreciation of the Rat Pack • Many individuals have experience with philanthropy and service • Most people in this group value education and the arts • People in this age group tend to enjoy quality entertainment

We believe that the most effective message for this group will be:

• Relive the Rat Pack • Support children’s arts education

We know that older audiences still enjoy having a great time. They value spending time with their friends and making memories just as younger adults do. However, we believe because they have stronger ties to the Rat Pack than younger audiences, we need to capitalize on that niche. In addition, because the RiverCenter regulars are typically very educated, they are likely to appreciate Tickets-‐for-‐Tots which directly impacts children’s arts education. Their high-‐income level also means that they may have more funds available for philanthropy unlike young adults who may not have established themselves in the workplace and are not salaried employees. Reaching Our Audiences

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In the past, the RiverCenter utilized traditional and non-‐traditional media platforms to market RiverCenter events and performances. Our group will continue to make appropriate use of each platform and find new creative ways to engage with our client’s audiences. Importance of Online Media

Americans continue to get most of their news from television but the fastest-‐growing news source is the Internet. Market research also indicated that college students and recent graduates are best reached via social media platforms (Bobbitt & Sullivan, 2014). Nonprofits have used social media to create awareness, disseminate promotional material and encourage in two-‐way communication between themselves and those they serve. While social media proved effective in raising awareness, it doesn’t always result in an increase in funding. However, there is still an area for growth. Scholars have found that proper use of social media through smartphones and text messaging will pay dividends for nonprofits (Bobbitt & Sullivan, 2014). As of June 2013, the total U.S. Internet usage was broken down by each individual platform. Research revealed that Americans spend about 906 billion minutes using tablets, smartphones and desktop computers. This indicates a major increase from June 2010 before tablets were introduced (Fulgoni, 2014, p.11).

While young adults currently dominate social media, involvement from other age groups is quickly increasing. In fact, older adults make up the fastest growing segment of the social media audience. For example, Twitter’s fastest growing demographic is 55 to 64 year olds. For these reasons our team will use social media in addition to traditional media outlets to promote the event, our team will gain support and build relationships with our client’s returning and potential customers. The RiverCenter’s Current Use of Online Media

Since the Internet is so widely used and easily accessed it is important that our client maintain a strong presence on the web throughout the campaign and beyond. The RiverCenter has a very attractive and user friendly website offering quality graphics and helpful information for visitors. The main website however, does not have easily visible links to the theater’s social media platforms. Despite having a presence on two social media sites, Facebook and Twitter, the main website only has a link to its Facebook page.

Without a doubt, the RiverCenter’s Facebook page gets the most attention with almost 6,000 ‘likes’ and about 6,200 visits since the page’s creation in 2009. Recent posts have a mix of content ranging from photos, video and text. There also appears to be lots of engagement on their timeline. Many people have liked, shared and commented on posted content which is helpful for “word of mouth” advertising.

Unlike the RiverCenter’s Facebook page, the theater’s Twitter account get far less activity. Their Twitter page has just over 1,000 followers and receives little engagement despite almost identical content as the Facebook page. This is not surprising as older adults are more likely to use Facebook over Twitter and most of the RiverCenter’s clientele are older adults. In addition, failing to link the Twitter page to the main website could also contribute to a smaller Twitter following.

A blog could also be useful in creating more of an online buzz. Blogs can be useful for organizations that wish to target specific audiences. In the case of “The Rat Pack is Back,” a

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blog could be a useful tool as the event approaches. Information about the Tickets-‐for-‐Tots charity, importance of arts education, fun facts about The Rat Pack, “how to” entries related to casinos or dancing, or any number of other topics could be covered to create hype and stimulate conversation before the show. If a blog is used, it should be easily accessed through the main webpage and promoted on all social media platforms.

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Primary Research

Survey Questionnaire To fill in the gaps in our secondary research, we used SurveyMonkey.com and

developed a convenience online survey1. The surveys were distributed using the Columbus State University Communication Department’s email list and Impact team members’ personal social media accounts. Eighty-‐seven individuals responded took the survey.

The following is a series of graphs illustrating the results of the survey:

1 See appendix for full survey.

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Race of Survey Participants

Figure 1. Race of Survey Participants, fall 2014

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Figure 2. Age of Survey Participants, fall 2014

Gender of Survey Participants Male Female 15 72

Figure 3. Gender of Survey Participants, fall 2014

Figure 4. Participants’ Level of Formal Education, fall 2014

76%

15%

9%

Age of Survey Participants

18-30

31-50

51+

Age of Participants in Years

37%

42%

10%

6% 5%

Participants' Level of Formal Education

High School

Some College

Associates Degree

Bachelors Degree

Masters Degree

Level of Formal Education

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Figure 5. Participants’ Familiarity with The RiverCenter, fall 2014

Figure 6. Frequency that Participants Attend RiverCenter Events, fall 2014

0%

5%

10%

15%

20%

25%

30%

35%

40%

Not at all familiar

Slightly familiar Moderately familiar

Very familiar Extremely familiar

Perc

enta

ge o

f Sur

vey

Part

icip

ants

Level of Familiarity with The RiverCenter

Familiarity with The RiverCenter

49%

37%

10%

2% 1% 0%

10%

20%

30%

40%

50%

60%

Not at all often Slightly often Moderately often

Very often Extremely often

Perc

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Frequency of Attendance

Attendance Frequency of The RiverCenter Events

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Figure 7. Percentage of Participants That Are Familiar with Tickets-‐for-‐Tots, fall 2014

Figure 8. Frequency That Participants Make Monetary Donations to The RiverCenter, fall 2014

95%

1%

35%

0% 0% 0%

20%

40%

60%

80%

100%

120%

Not at all familiar

Slightly familiar Moderately familiar

Very familiar Extremely familiar

Perc

enta

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ticip

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Level of Familiarity with Tickets-for-Tots

Percentage of Participants

90%

10% 0% 0% 0%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Not at all often Slightly often Moderately often

Very often Extremely often

Perc

enta

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f Par

ticip

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Frequency of Donations to The RiverCenter

Frequency of Donations to The RiverCenter

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Figure 9. How Participants Find Out About Entertainment Events in Columbus, GA, fall 2014

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Figure 10. How Participants Find Out About Events at The RiverCenter, fall 2014

Figure 10. Types of Events Participants are Most Likely to Attend at The RiverCenter, fall 2014

2

30

35

20

7

7

2

8

0 5 10 15 20 25 30 35 40

Pageants

Concerts

Plays

Musicals

Dance Performance

Comedy

Children's Performances

No Preference/All Types

Number of Participants Selecting an Event

Even

t Typ

e

Events Most Likely to Attend at The RiverCenter

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Figure 11. Factors That Prevent Participants from Attending RiverCenter Events, fall 20142

2 A key limitation of the survey was the majority of the survey participants are not a true

representation of the RiverCenter’s customer base. Most respondents were young adult females. We would strongly suggest that more research be conducted to gain a more comprehensive representation of The RiverCenter’s clientele.

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Planning

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Goals, Objectives, Strategies & Tactics

Goals 1. Sell 2,000 tickets to “The Rat Pack is Back” and raise $10,000 for Tickets-‐for-‐Tots.

2. Appear on three traditional local media platforms.

3. Influence at least 50 tweets with hashtag, #RatPackIsBack and #Tix4Tots

Goal 1 Objective: Mix of paid and earned media on traditional (print, billboards, television, radio) and non-‐traditional (digital, online) platforms to reach the RiverCenter’s target audiences and motivate 2,000 attendees at the season finale.

Goal 1: Sell out “The Rat Pack is Back” and raise $10,000 for Tickets-‐for-‐Tots Strategy 1: Consistent promotional messaging through traditional and nontraditional platforms.

Strategy 2: Make donating easy online and at the Finale.

Strategy 3: Reward donors for attendance and donation.

Tactic 1: Advertise the finale and Tickets-‐for-‐Tots through RiverCenter and RiverCenter sponsors social media platforms. Tactic 2: Advertise the finale and Tickets-‐for-‐Tots via PSAs. Tactic 3: Advertise the finale at Art Beat 2015. Tactic 4: Use printed ads in local media. Tactic 5: Use local billboards.

Tactic 1: Use a banner on The RiverCenter website that directly takes visitors to “The Rat Pack is Back” and Tickets-‐for-‐Tots information. Tactic 2: Promote the link through all advertising tactics (see strategy 1). Tactic 3: Use donation stations with pit bosses at the Finale to make giving efficient and easy.

Tactic 1: Provide an incentive to donating to Tickets-‐for-‐Tots. Tactic 2: Provide donors with raffle ticket for drawing at the end of the show and casino night. Tactic 3: Collect raffle prizes from local vendors, event sponsors and discount codes for The RiverCenter 2015-‐2016 shows.

Strategy 1

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For this campaign, the only social media platforms used will be Facebook and Twitter because they are the most frequented RiverCenter social media sites. This platform will specifically reach the younger adults but also has potential to reach many middle-‐aged adults and some traditional RiverCenter patrons who are typically older. There will be two PSA scripts used during this campaign (see appendix for additional examples). Segments will be between 15 and 60 seconds and played during radio stations peak hours in an effort to quickly pump a message to the masses. Art Beat is an annual celebration of the arts that takes place in Uptown, Columbus. Because Art Beat occurs roughly a month before “The Rat Pack is Back” and Casino Night Finale, Art Beat is a convenient cross advertising opportunity. Art Beat typically consists of many themed events, community involvement and garners much media attention. Therefore promotions for the finale can piggyback off Art Beat events. To leverage this, Chris Robinson3 of NPACE, is willing to facilitate deals with Art Beat organizers to plan a ‘Casino’ night themed event that can cross advertise with Art Beat activities and attract all age demographics (18-‐30, 31-‐50, 51+).

• Young adults: Attract CSU students – proximity of RiverPark and Main Campus’, student Art Beat volunteers.

• Middle-‐aged adults: mostly parents attending Art Beat because of family friendly environment and many children activities.

• Traditional RiverCenter patrons/Older adults: Interested in supporting their community through Art Beat, attracted to activities that help them “relive the Rat Pack.” This could be a chance to gain free media attention in the weeks preceding the show

and spark public interest. The Rat Pack Art Beat event could include an impersonator that engages with the crowd. There could be an opportunity for Art Beat goers to win prizes, tickets, or deals for the upcoming Rat-‐Pack-‐Is-‐Pack. Should Art Beat’s organizers feel uncomfortable with a cross advertisement partnership event, then perhaps try to still gain a ‘Casino’ theme on a night of their events and pass out flyers, etc. Traditional print media, ads will be run in The Ledger-‐Enquirer. The Ledger-‐Enquirer is the most recognized local newspaper in the Chattahoochee Valley. The paper reaches Muscogee, Harris, Troup Talbot and Chattahoochee counties in Georgia and Russell and Lee counties in East Alabama. According to the Audit Bureau of Circulations report (March 31, 2013), The Ledger-‐Enquirer has a daily circulation of 29,565 and Sunday circulation of 37,995 (Columbus Ledger Enquirer, 2014). Additionally, The RiverCenter has access to a couple billboards in high-‐traffic areas of Columbus. These billboards will also be used because they are useful for informing the masses. Strategy 2 Using the advertising tactics listed in strategy 1, including the link on social media platforms as well as inviting listeners or readers to connect with the RiverCenter online are ways to continually direct people to the RiverCenter website and social media pages. To increase interactivity and convenience, donation stations will be available at the Casino Night. Each station will be staffed by a pit boss that will ensure donations are made

3 See appendix B

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securely while adding an element of fun to the process. The donation stations can be decorated to fit the casino theme and pit bosses should be in casino themed costume. Strategy 3 When guests donate at the event they will receive a raffle ticket. The raffle drawing will take place at the end of the evening. Event sponsors and local businesses will donate raffle prizes that will encourage guests to make donations and reward them for their contributions. Building off relationships with local vendors keeps the community involved in the Tickets-‐for-‐Tots charity. Additionally, sponsors can be advertised at the event for their contributions (prizes or charitable donations). Goal 2 Objective: Reach local and regional audiences with press opportunities and media preview to generate coverage of the event.

Goal 2: Appearance on 3 traditional local media platforms Strategy 1: Exclusive Rat Pack cast appearance on The Dee Armstrong Show.

Strategy 2: Advertise the season finale via public service announcements (PSAs) on local radio stations highlighting Tickets-‐for-‐Tots.

Strategy 3: Advertise the season finale in the local newspaper, The Ledger Enquire.

Tactic 1: Leverage Chris Robinson’s relationships with WLTZ to land a segment on The Dee Armstrong Show Tactic 2: Advertise the exclusive on the RiverCenter social media accounts and website. Tactic 3: Use the social media accounts of Finale sponsors, Georgia Power, and past sponsors Aflac, TSYS and Synovus to promote the segment.

Tactic 1: Leverage NPACE relationships with PMB Broadcasting to land free air time on Columbus radio stations. Tactic 2: Run PSAs during peak hours.

Tactic 1: Supply The Ledger Enquirer with “ready made news content”—Tickets-‐for-‐Tots casino night news releases. Tactic 2: Paid advertising in the Ledger Enquirer.

Strategy 1 The WRBL and WLTZ segment on The Dee Armstrong Show are a local news channels that connect to the local community and resonate with two of The RiverCenter’s target audiences: middle-‐aged adults and traditional RiverCenter patrons/older adults (age demographics 31-‐50, and 51+). Contact Arthur Shipp4, Marketing Director & Production Manager at WRBL and Chris Robinson at NPACE for WLTXZ contacts.

Television, another traditional platform will help connect the RiverCenter with the middle-‐aged adults and traditional RiverCenter patrons. These groups watch local television 4 See appendix B

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more than young adults and receive most of their news from television over other news sources. WRBL’s morning news and WLTZ’s Dee Armstrong Show are both popular shows in the Chattahoochee Valley and a platform to market the Tickets-‐for-‐Tots Casino Night. This opportunity allows WRBL and WLTZ to appear philanthropic because of the finale’s charitable purpose. The partnership also gives the media an opportunity to interview any talent from the event prior to the show. Exclusives like this are beneficial for the news networks as well as it gives them an opportunity to “be first” on a story. The RiverCenter website should heavily market the finale on its main website one month prior to the event by formatting header photos and sidebar images with the casino night content. Repetition is key to increasing public awareness. Counting down the days to the event by posting photos, releasing talent interviews, status updates, and promotional videos are particularly interesting to the young adult and middle-‐aged adult target (18-‐30 years old and 31-‐50 years old). Lauren Minter5, RiverCenter Director of Advancement can be contacted to make these adjustments to the website and other social media pages. To get a broader reach on social media platforms, finale sponsor Georgia Power and past RiverCenter sponsors Aflac, TSYS and Synovus could also be used to promote the casino night. Leveraging these relationships could allow the sponsors to maintain a positive civic image in the community while also increasing the amount of eyeballs that see casino night and Tickets-‐for-‐Tots content. By posting original content or sharing The RiverCenter’s content this tactic would continue to engage with the young adult and middle-‐aged adult targets (18-‐30 years old and 31-‐50 years old). Strategy 2

Radio, the last traditional platform will help reach all three target audiences. Radio is a necessary promotion platform because it is so widely used by the masses. Not all three targets rely on radio equally for information however; all three targets listen to radio making the medium necessary to this campaign. By negotiating the free airtime as an opportunity for PMB stations to conduct exclusive interviews with “The Rat Pack is Back” cast or other key personalities involved with the casino night relationships can be further built between The RiverCenter, PMB, and CSU. Ideally, these PSAs6 should be played during peak hours. Strategy 3 To increase the likelihood of gaining free media coverage, Tickets-‐for-‐Tots casino night news releases will be sent to local media outlet (specifically The Ledger-‐Enquirer). By supplying news organizations with “ready made content” our team will create more opportunities for free media coverage and help our client save advertising dollars. News releases should be submitted to the paper a few weeks prior to the event and in AP format (see campaign materials). The Ledger-‐Enquirer publishes their paper online and in their app, additionally increasing message reach and the likelihood that our message will reach all three target audiences. The online paper format also permits readers to easily share, comment and like the event advertisements and quickly directs them to TheRiverCenter.org, or RiverCenter social media pages.

5 See appendix B

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For information on The Ledger-‐Enquirer and the reasoning behind use of traditional print media, see Goal 1 Objective, Strategy 1. Goal 3 Objective

Influence social and traditional media platforms for public coverage and exposure by trending through visual graphics and hashtags.

Goal 3: Influence at least 50 tweets with hashtag, #RatPackIsBack or #Tickets4Tots Strategy 1: Feature “The Rat Pack is Back” and Tickets-‐for-‐Tots hashtags on The RiverCenter website.

Strategy 2: Feature “The Rat Pack is Back” and Tickets-‐for-‐Tots hashtags primarily on The RiverCenter social media platforms.

Strategy 3: Feature “The Rat Pack is Back” and Tickets-‐for-‐Tots hashtags in traditional media.

Tactic 1: Develop banner for The RiverCenter website advertising “The Rat Pack is Back” and Tickets-‐for-‐Tots. Tactic 2: Place banner on The RiverCenter Home page and all subsequent pages. Feature hashtag and Twitter handle on banner. Tactic 3: Feature the custom banner on The RiverCenter website from April 2015 to the night of the event.

Tactic 1: Develop banner for The RiverCenter social media platforms advertising “The Rat Pack is Back” and Tickets-‐for-‐Tots. Tactic 2: Place banner on The RiverCenter Facebook Cover Photo and Twitter Header Photo. Feature hashtag and Twitter handle on banner. Tactic 3: Feature the custom banner on The RiverCenter’s social media platforms from April 2015 to the night of the event.

Tactic 1: Integrate hashtag and Twitter handle into all printed media. Tactic 2: Integrate hashtag and Twitter handle into PSAs.

Strategy 1 The RiverCenter home page layout features a large space with scrolling to images to showcase upcoming events. Similar to a timeline photo on a Facebook page or header photo on Twitter, this space can leave an instant impression on visitors. We want to encourage the RiverCenter to continue posting upcoming events in this space, specifically the “Rat Pack is Back” finale and Tickets-‐for-‐Tots benefit. This banner will feature the Twitter handle (@rivercenter) and hashtags (#RatPackIsBack and #Tickets4Tots) to help start a conversation between our client and its potential customers. Currently, subsequent pages on the RiverCenter website are not being use to promote upcoming shows as much as possible. We recommend that our client make better use of this

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blank space by using the Rat Pack is Back and Tickets-‐for-‐Tots graphics. This will keep emphasizing the importance of the Finale and hopefully encourage more site visitors to purchase tickets and donate. These spaces are indicated on the images below by the blue circles.

Figure 12. Blue circle indicates the area that will be tailored to Tickets-‐for-‐Tots prior to the event. The banner should be featured on the RiverCenter website April 25, six weeks prior to the event. This increases the amount of visitors that will come in contact with the hashtags and twitter handle before the event and increases engagement.

Figure 13. Blue circles indicate areas where links to RiverCenter social media pages could be placed prior to the event. Strategy 2 In the same way we will use the RiverCenter website to market the Finale, the RiverCenter’s Facebook and Twitter pages should feature “The Rat Pack is Back” and Tickets-‐

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for-‐Tots in the weeks prior to the event. The image on Facebook and Twitter should match the banner on the website to create one clear voice and brand for the event. Of course the image should feature the Twitter handle (@rivercenter) and hashtags (#RatPackIsBack and #Tickets4Tots) to help start a conversation between our client and its potential customers. The banner should be featured on the RiverCenter’s social media platforms April 25, six weeks prior to the event. This increases the amount of visitors that will come in contact with the hashtags and twitter handle before the event and increases engagement. Strategy 3 The graphics featured in online platforms can also, and should also be used in printed advertisements. We recommend advertising the RiverCenter’s Twitter handle and event hashtags in all news releases, newspaper and magazine ads and billboards. Public service announcements can also be leveraged to direct consumers to the RiverCenter’s website, Facebook and Twitter. Including verbiage like, follow us on Twitter, ‘Like’ us on Facebook, and join the conversation with #TheRatPackIsBack or #Tickets4Tots are all possibilities. In addition, the on screen caption during TV media appearances should feature the RiverCenter handle and hashtags. TV viewers typically “double screen,” and are likely to be near a phone or laptop where they can instantly access the RiverCenter’s website or social media pages.

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Timeline

Fall 2014 Start Date End Date Event Notes

9/5/2014 9/5/2014 First Group Meeting

Initial meeting; members shared their strengths and weakness'. Began developing ideas for a logo and PR firm name.

9/5/2014 9/7/2014 PowerPoint Building Firm members built first pitch presentation.

9/8/2014 9/8/2014 First Pitch Presented a PowerPoint that illustrated Impact's logo, morals, mission, and culture.

9/8/2014 9/8/2014 Assigned Client Client: The RiverCenter for the Performing Arts

9/22/2014 9/22/2014 First meeting with Client

Met with RiverCenter staff to discuss ideas and necessities for upcoming event. Began primary research.

9/23/2014 9/28/2014 Goal Development

Used primary and secondary research to brainstorm goals and objectives. Additionally discussed what strategies would be used.

10/8/2014 10/8/2014 Goals and Objectives

Established goals and objectives that would meet our client's needs and produce the best product for their customers.

10/9/2014 10/16/2014 Survey Building Crafted a online survey using SurveyMonkey.com to gather primary research.

10/17/2014 10/23/2014

Survey Question Revising

Brought together all potential survey questions. Selected 10 questions for survey and discussed dissemination tactics.

10/24/2014 10/24/2014 Survey Sent Surveys are disseminated via email lists and social media.

10/19/2014 10/27/2014

Strategies, Tactics, Budget and Timeline Development

Impact met to solidify strategies and tactics. Brainstormed potential budget and timeline layouts and looked for ways to execute the campaign. Our firm considered what resources would be needed and began developing a reasonable timeline.

10/27/2014 10/27/2014 Strategies and Tactics

List of all the strategies of promotion and ways to effectivly put those strategies to work.

10/29/2014 10/29/2014 Budget Identified the cost for all resources (time, money, people) including donations.

11/3/2014 11/3/2014 Timeline

Created a chart, which explains when tactics should be implemented and highlights big milestones in the campaign process.

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11/5/2014 11/5/2014 Evaluation Report

A detailed list of questions and tools that validate the campaign incrementally and summative.

11/5/2014 11/5/2014 Meeting with Client

Second meeting with Rivercenter staff to present our updated ideas and listened to their recommendations/concerns.

11/10/2014 11/10/2014

Received RiverCenter Logo Material and Began Developing Promotional Content

Collected Photoshop and jpeg files from the client to avoid creating the same style material and also brainstorm new ideas.

11/11/2014 11/16/2014

Firm Meeting: Book Construction Delegation

Impact met to delegate final responsibilities including, creation of mock-‐ups, development of PSAs, timeline, budget and editing.

11/17/2014 11/21/2014

Firm Meeting: Sharing updates, continuing edits

Impact met to share developments and exchanged feedback. Continued with jobs and continued editing the book.

11/24/2014 11/28/2014 Firm Meeting: Book Additions

Impact met to conglomerate all mock-‐ups and additions to book and continue editing.

11/24/2014 11/28/2014 Presentation Building

Impact began work on final pitch to RiverCenter. This is to be done on PowerPoint and to reveal the final product offered to the RiverCenter for their product

11/26/2014 11/29/2014 Final Edits Finish editing book. 12/1/2014 12/1/2014 Print Book Send book to printing service.

12/3/2014 12/3/2014 Pitch and Book Reveal

Impact pitches their idea to client, and also gives them the book of their plans and ideas.

Figure 14. Past Timeline of Events, fall 2014

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Spring 2015 Start Date End Date Event Notes

1/13/2015 1/13/2015 Groups Assigned

Team is assigned in class to fulfill Impact's Campaign. New Impact team should familiarize themselves with the campaign's content.

1/20/2015 1/20/2015 Client Pitches Clients Pitch their ideas. Cross-‐reference their ideas with campaigns from fall 2014 semester.

1/22/2015 1/22/2015 Client Meeting New firm members meet with client to pick up where old firm members left off. Begin work on campaign.

1/29/2015 1/29/2015 Project Implementation

Team meets to implement project and to designate roles.

2/3/2015 2/5/2015 Primary Research Firm conducts any outstanding primary research.

2/17/2015 2/24/2015 Incremental Evaluation

How are things going? Take a moment to evaluate. See incremental evaluation tactics.

2/17/2015 2/24/2015

Primary Research Survey's and Focus Groups

Primary research is conducted in order to gain best results before event promotion. This shall be done by surveys and focus groups.

3/12/2015 3/12/2015 Execute Campaign Firm should begin promotions as listed in book.

3/12/2015 3/24/2015 ArtBeat The firm will begin promoting with impersonators, posters, and casino themed Art Beat event.


How are things going? Take a moment to evaluate the first week of Art Beat promotions. See incremental evaluation tactics.

3/15/2015 3/15/2015 PSAs

Does the premade PSA still cater to the client's audience? Should changes be made -‐-‐ if not, arrange to air PSAs. If changes should be made, implement them and air new PSA.


Team shall meet to establish their evaluation and also see how ArtBeat helped or hurt. This is important because it allows for any changes to be made before true promotion begins.

4/13/2015 4/18/2015 Begin Promotion

Firm will execute other promotion tactics: digital media, radio, television, social media (continue impersonators at Saturday markets).

4/18/2015 6/6/2015 Unleash the Information

For six weeks all promotion should be entering into the public. This also includes the changes by week for Billboards, ledger ad, and digital graphics.

4/18/2015 6/6/2015 Evaluation

Firm evaluates success of promotion: how are tickets selling, any donations made to Tickets-‐for-‐Tots? What changes can still be made?

6/6/2015 6/6/2015 Event Night Attend "The Rat Pack is Back" and Casino night. Evaluate success of the event and mingle.

6/7/2015 6/7/2015 Post Event Evaluation

Firm should evaluate the success of the campaign by using the summative evaluation methods listed in the campaign book.

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Figure 15. Projected Timeline of Events for Spring 2015, fall 2014.

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Budget

Figure 16. Budget for Impact Tickets-‐for-‐Tots Casino Night PR Campaign, fall 2014

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Campaign Materials

Figure 16. Billboard Mock Sample, fall 2014

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Figure 17. Casting Call Poster, fall 2014

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Figure 18. Tickets-‐for-‐Tots Casino Night Poster, fall 2014

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Figure 19. Tickets-‐for-‐Tots Casino Night Logo, fall 2014

Figure 20. Tickets-‐for-‐Tots logo, fall 2014 PUBLIC SERVICE ANNOUNCEMENT 1 # SECONDS: 26 START DATE: STOP DATE: CONTACT: (Name, area code/telephone number, and e-‐mail address of primary contact person and organization)

READY FOR A NIGHT ON THE TOWN? COME OUT THIS JUNE 6TH TO THE RIVERCENTER AT

7:30 AND EXPERIENCE THE SHINE AND GLAMOUR OF VEGAS’S VERY OWN THE RAT PACK

WITH GUEST APPEARANCES BY FRANK SINATRA, SAMMY DAVIS JR., DEAN MARTIN, AND

JOEY BISHOP. AND DON’T FORGET TO WALK THE RED CARPET TO CASINO AFTERPARTY.

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WHERE WHAT HAPPENS IN VEGAS STAYS AT THE RIVERCENTER. GET YOUR TICKETS

NOW AND VISIT THE RIVERCENTER.ORG FOR MORE INFORMATION.

– END –

Figure 21. PSA 1 PUBLIC SERVICE ANNOUNCEMENT 2 # SECONDS: 22 START DATE: STOP DATE: CONTACT: (Name, area code/telephone number, and e-‐mail address of primary contact person and organization)

RELIVE THE RAT PACK WITH VEGAS’S VERY OWN, FRANK SINATRA, SAMMY DAVIS JR.,

DEAN MARTIN, AND JOEY BISHOP FOR AN AMAZING PERFORMANCE AT THE

RIVERCENTER THIS JUNE 6TH AT 7:30. ALL PROCEEDS GO TO TICKETS-‐FOR-‐TOTS IN

SUPPORT OF THE ARTS EDUCATION SO GET YOUR TICKETS NOW AND VISIT THE

RIVERCENTER.ORG FOR MORE INFORMATION.

– END –

Figure 22. PSA 27

7 See appendix for extended lists of PSA samples.

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Figure 23. Mock Tickets-‐for-‐Tots Casino Night News Release

HOLD FOR RELEASE UNTIL [May 1, 1015] 900 Broadway Lauren Minter Columbus, GA 31901 (706) 256-3653 www.RiverCenter.org RiverCenter Lobby Turns Casino to Benefit Arts’ Education in the Chattahoochee Valley COLUMBUS, Ga.—On Saturday, June 6 two thousand people will have the chance to relive the Rat Pack and party for a purpose at The RiverCenter, Columbus’ centerpiece for arts and entertainment. Immediately following the 2014-2015 season finale of “The Rat Pack is Back,” the RiverCenter will transform into a Las Vegas casino to benefit Tickets-for-Tots, part of center’s ArtReach program. Tickets-for-Tots provides students with reduced admission to RiverCenter performances. Through Tickets-for-Tots financial burdens typically associated with field trips are eliminated or significantly reduced. Thanks to Tickets-for-Tots, teachers are able to expose their students to the arts, and enhance their students’ learning experience. This year’s fundraising goal is $10,000. “It’s particularly important for students to be exposed to the arts at an early age,” teacher Shirley Johnson said. “My students really enjoy the experience outside the classroom and benefit immensely from the kid-friendly productions.” Partygoers can expect great food and drink from local restaurants, music from the show and exciting casino games. Guests are encouraged to party for a purpose and go “all in” by purchasing playing chips for casino games. All purchases and donations will go directly to Tickets-for-Tots. You can reserve your ticket for “The Rat Pack is Back” and Tickets-for-Tots Casino Night by visiting RiverCenter.org or calling (706) 256-3632. Tickets can also be purchased at The RiverCenter ticket office located at 900 Broadway in Uptown, Columbus.

###

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Figure 24. Mock Ledger-‐Enquirer Tickets-‐for-‐Tots Casino Night Newspaper Advertisement

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Evaluation Strategy

An evaluation of this campaign is essential as it validates the strategies that will be used

and indicates whether or not the campaign proved successful at the project’s end. Impact believes that its clients should know that our methods are justified and cost effective. Evaluating provides Impact with an opportunity to build trust between our firm and our clients. By gathering summative and incremental information, Impact can identify effective practices and continue to implement those elements in future projects.

Incremental evaluation will ensure that the campaign in on track and allow Impact to make changes to as need be. Summative evaluation will show whether or not the campaign completed the goals objectives and to what extent. Sell 2,000 tickets for the “Rat Pack is Back” and raise $10,000 for Tickets-‐For-‐Tots at the Casino Night after party. (Motivational) Incremental Evaluation Questions

1. How many “Rat Pack is Back” tickets have been sold so far? § Tool: Contact Lauren Minter, RiverCenter Advancement Director.

2. How many ticket holders plan to attend the Casino Night after party? § Tool: When people purchase tickets for “The Rat Pack,” ask them if they would

like a pass to the after party. The pass is free and hopefully will give a gauge for how many people plan to attend.

3. How much has been collected in donations to Tickets-‐for-‐Tots since event promotion began?

§ Tool: Contact Lauren Minter, RiverCenter Advancement Director. Summative Evaluation Questions

1. How many tickets were sold? § Tool: Contact Lauren Minter, RiverCenter Advancement Director. § Note: Past RiverCenter shows have sold about 1,200 tickets (Lauren Minter,

2014). 2. How many guests attended the Season Finale?

§ Tool: Contact Lauren Minter, RiverCenter Advancement Director 3. How many guests attended the Casino Night after party?

§ Tool: Collect Casino Night party passes and tally after the event. Contact Lauren Minter, RiverCenter Advancement Director

4. How much was donated to Tickets-‐for-‐Tots between April 1 and June 7? § Contact Lauren Minter, RiverCenter Advancement Director

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Appear on 3 traditional local media platforms. (Informal) Incremental Evaluation Questions

1. How many news releases were disseminated? § Tool: Contact Carla Gridley8, promoting & booking coordinator.

2. When were new releases for the event submitted? § Contact Carla Gridley, promoting & booking coordinator.

Summative Evaluation Questions

1. How many conduits ran the stories? § Tool: Google Alerts, clip collecting.

2. When were stories related to the event covered? § Tool: Google Alerts, clip collecting.

3. How many paid advertisements were produced? § Tool: Contact Carla Gridley, promoting & booking coordinator.

4. Which regions were covered? § Tool: Google Alerts. See The Ledger-‐Enquirer’s possible reach (Goal 1 Objective,

Strategy 1). Influence at least 50 tweets with the hashtag #RatPackIsBack and #Tix4Tots. (Motivational) Incremental Evaluation Questions

1. Is the audience receiving the message? § Tool: Tweetdeck and Facebook Analytics for views, see Andy Luker9.

2. Are the RiverCenter website and RiverCenter social media platforms featuring The Rat Pack is Back and Casino Night graphics?

§ Tool: Contact Andy Luker, RiverCenter social media and website manager. 3. Is the RiverCenter engaging with their followers on social media daily?

§ Tool: Monitor social media pages, Hootsuite, Tweetdeck or other preferred social media aggregators.

4. How many people ‘liked’ the RiverCenter on Facebook before campaign execution? § Tool: RiverCenter Facebook

5. How many people follow the RiverCenter on Twitter before campaign execution? § Tool: RiverCenter Twitter

Summative Evaluation Questions

1. How many people were contacted through the email mailing list? § Tool: Contact Carla Gridley, promoting & booking coordinator.

2. How many hits did the RiverCenter website take between April 1 and June 7? § Tool: Contact Andy Luker, social media and website manager.

3. How many people mentioned the RiverCenter (@rivercenter) between April 1 and June 7?

8, 9 See appendix B

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§ Tool: Tweetdeck or other preferred social media aggregator 4. How many times was #RatPackIsBack used between April 1 and June 7?

§ Tool: Tweetdeck or other preferred social media aggregator. 5. How many times was #Tix4Tots used between April 1 and June 7?

§ Tool: Tweetdeck or other preferred social media aggregator.

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Appendix A Primary Research

Survey Questionnaire Q1) What is your race? (Check all that apply)

§ White § Black or African American § Hispanic § Asian or Pacific Islander § Native American § Prefer not to answer

Q2) What is your:

1. Age? 2. Gender? 3. Highest level of education completed?

Q3) How familiar are you with the RiverCenter for the Performing Arts? (1 – not familiar at all, 2 – slightly familiar, 3 – moderately familiar, 4 – very familiar, 5 – extremely familiar)

1 2 3 4 5

Q4) How often do you attend events at the RiverCenter? (1 – not at all often, 2 – slightly often, 3 – moderately often, 4 – very often, 5 – extremely often)

1 2 3 4 5

Q5) How familiar are you with Tickets-‐For-‐Tots? (1 – not familiar at all, 2 – slightly familiar, 3 – moderately familiar, 4 – very familiar, 5 – extremely familiar) 1 2 3 4 5 Q6) How often do you make monetary contributions to The RiverCenter? (1 – not at all often, 2 – slightly often, 3 – moderately often, 4 – very often, 5 – extremely often)

1 2 3 4 5

Q7) How do you find out about entertainment events in Columbus? (Check all that apply)

Internet Search

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Social Media Ticketmaster Friends Family Flyers Billboards TV Commercials Radio Other

Q8) How do you find out about events at the RiverCenter? (Check all that apply)

Internet Search Social Media Ticketmaster Friends Family Flyers Billboards TV Commercials Radio Other

Q9) What types of events are you most likely to attend at the RiverCenter?

Q10) What prevents you from attending shows at the RiverCenter? (Check all that apply) Interest Time Cost Transportation Knowledge of shows Other

Goals, Objectives, Strategies & Tactics

PUBLIC SERVICE ANNOUNCEMENT 3 # SECONDS: 13 START DATE: STOP DATE: CONTACT: (Name, area code/telephone number, and e-mail address of primary contact person and organization)

IN SUPPORT OF THE ARTS EDUCATION THROUGH TICKETS FOR TOTS,

GO BEYOND THE STAGE AND INTO THE CLASSROOM WITH THE

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RIVERCENTER THIS JUNE 6TH AT 7:30. GET YOUR TICKETS NOW AND

VISIT THE RIVERCENTER.ORG FOR MORE INFORMATION.

– END –


DID YOU KNOW GETTING YOUR CHILD INVOLVED WITH THE ARTS HELPS

THEIR ACADEMICS, BEHAVIOR, AND SUCCESS? JOIN THE RIVERCENTER

THIS JUNE 6TH AT 7:30 FOR THEIR VEGAS CHARITY EVENT WITH

TICKETS-FOR-TOTS. GO BEYOND THE CLASSROOM AND MAKE AN

IMPACT. GET YOUR TICKETS NOW AND VISIT THE RIVERCENTER.ORG

FOR MORE INFORMATION..

– END –


DID YOU KNOW GETTING YOUR CHILD INVOLVED WITH THE ARTS HELPS

THEIR ACADEMICS, BEHAVIOR, AND SUCCESS? THE RIVERCENTER

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GOES BEYOND THE CLASSROOM AND WANTS TO HELP MAKE THAT

IMPACT ON FUTURE GENERATIONS BY HOSTING THEIR VEGAS CHARITY

EVENT WITH TICKETS-FOR-TOTS THIS JUNE 6TH AT 7:30. GET YOUR

TICKETS NOW AND VISIT THE RIVERCENTER.ORG FOR MORE

INFORMATION. DONATE TODAY FOR A CREATIVE TOMORROW.

– END –


WHAT HAPPENS IN VEGAS STAYS AT THE RIVERCENTER. THIS JUNE 6TH

AT 7:30 DON’T MISS THE AMAZING PERFORMANCE FROM THE RAT PACK.

AND GET READY TO GAMBLE IT ALL AT THE CASINO AFTERPARTY. ALL

PROCEEDS GO TO TICKETS-FOR-TOTS IN SUPPORT OF THE ARTS

EDUCATION SO GET YOUR TICKETS NOW AND VISIT THE

RIVERCENTER.ORG FOR MORE INFORMATION.

– END –

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Appendix B Campaign Contacts

Name Contact*Info Company Company*Info Position Purpose Media*Type

Lauren'Minter 706.256.3653' The'RiverCenter900'Broadway'

Columbus,'GA'31901'Director'of'

AdvancementAdvertising'via'social'

mediaSocial'Media

[email protected]:'706.256.3653'Fax:'706.653.8664

Derrick'Greene [email protected]'Channel'Radio''''''''''''''''''''''

98.3'The'Beat

1501'13th'Avenue'Columbus,'GA''

P:706.576.3000''''''''''''F:'706.576.3010

Program'DirectorAdvertising'via'PSA's'

or'radio'shows'RADIO

706.576.3000

Henry'Holt [email protected]'''''''''''''''''' Sales'Department706.527.8731

Chuck'Thompson [email protected] Sales'Manager

Dave'Arwood [email protected]'PMB'BROADCASTING'

LLC'

1820'Wynnton'Road'Columbus,'

Georgia'31906'(P)706.327.1217'(F)706.596.

4600 Operations'Manager

Advertising'via'PSA's'or'radio'shows

RADIO

706.327.1217Robert'Grantham [email protected] Promotions'ManagerAl'Haynes [email protected] PSA'InquiriesAmanda'Baker [email protected] SecretaryHelen'Neal [email protected] Director'of'Sales

Arthur'Shipp [email protected] WRBL1350'13th'AvenueColumbus,'GA'31901

Marketing'Director'&'Production'Manager

Advertising'through'news'and'cover'

TELEVISION

Chris'Robinson [email protected] WLTZ6140'Buena'Vista'RoadColumbus,'GA'31907Main'Number:'(706)'

561.3838

Director'of'NPACEAdvertising'through'news'and'cover'

storiesTELEVISION

Helen'Johnson (706)649.4804 CB&T6401'Whittlesey'Boulevard'

Bank'Representative/''Director'of'ArtBeat

ArtBeat Not'Applicable

Columbus,'GA'31909

Hannah'Israel [email protected]'State'

UniversityYancey'Center'226

Associate'Professor'and'Gallery'Director

Art'Dept.ArtBeat Not'Applicable

706.507.8312

Kimberly'Garcia

[email protected]

Riverside'Theatre'Complex'212

Costume'Shop'Supervisor

Theatre'Dept.

Costumes'for'Impersonators

Not'Applicable

706.507.8406'

Dr.'Lawrence'[email protected]

Yancey'Center'257Department'Chair'/'Associate'Professor

Theatre

Contact'theatre'students

Not'Applicable

706.507.8402'

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Resources Bolton, R. N., Parasuraman, A. A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., & ...

Solnet, D. (2013). Understanding Generation Y and their use of social media: a review and research agenda. Journal Of Service Management, 24(3), 245-‐267. doi:10.1108/09564231311326987

Fulgoni, G., & Lipsman, A. (2014). Digital Game Changers: How Social Media Will Help Usher in The Era of Mobile and Multi-‐Platform Campaign-‐Effectiveness Measurement. Journal Of Advertising Research, 54(1), 11-‐16. doi:10.2501/JAR-‐54-‐1-‐011-‐016

Georgia Department of Education. (n.d.). Georgia Department of Education. Retrieved October 13, 2014, from http://www.gadoe.org/Pages/Home.aspx

Lauren Minter et. al, personal communication, September 22, 2014 Population Estimates. (n.d.). Governor's Office of Planning and Budget. Retrieved October 14,

2014, from http://opb.georgia.gov/population-‐estimates White, O. (n.d.). Urban Revival. Features. Retrieved October 14, 2014, from

http://www.georgiatrend.com/March-‐2011/Urban-‐Revival/

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Firm Information To provide our clients with public relations strategies, equipping them with valuable tools to

grow their brand, and a satisfied customer base that will share their experiences with others to create a positive impact on the community.

Est. 2014

William Ginn

Chelsea Anne Person Jasmin Santiago Kayla Stubbs

Campaigns book

Education

Transcript of Campaigns book