City Dance Public Relations Plan

8/3/2019 City Dance Public Relations Plan

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INTEGRATED MARKETING CAMPAIGN PROPOSAL FOR CITY DANCE PEORIA

Campaign Proposal: a comprehensive approach to an organizations communication

strategies and programs

This integrated marketing and fundraising campaign will introduce City Dance to the

community ofPeoria and its primary audiences of potential patrons and potential donors

Secondary Research: information is gathered from public sources

o Sources of information for analysis of City Dance include:

City Dance Business Plan

Facebook

Twitter

Stay Classy

Google

Personal Communication

o Sources of information for Analysis of Industry and Competition include:

U.S. Department of Labor

CNN

www.jumpstartfun.com

www.dddance.com

www.peoriaballet.com

www.sinclairdancestudio.blogspot.com

Media Audit/Introduction

o Analysis of City Dance

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http://www.sinclairdancestudio.blogspot.com/http://www.dddance.com/http://www.jumpstartfun.com/http://www.sinclairdancestudio.blogspot.com/http://www.sinclairdancestudio.blogspot.com/http://www.dddance.com/http://www.dddance.com/http://www.jumpstartfun.com/http://www.jumpstartfun.com/


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o Analysis of Industry and Competition

Analysis Of City Dance

City Dance is a registered nonprofit 501(c)3 organization (City Dance business plan)

The organization is owned by Tyler and Amanda Relph (City Dance business plan)

The owners have a combined 30 years of dance instructing experience (City Dance business

plan)

City Dance will to provide free or low cost dance and arts mentorships programs to

underprivileged members of Peoria and surrounding communities (City Dance business plan)

The organization will open August, 2012 (City Dance business plan)

Fundraising operations will begin February, 2012 (City Dance business plan)

The fundraising gala featuring prominent local figures and internationally known entertainment

icons will take place June, 2012 (City Dance business plan)

The goal for all fundraising efforts is $5 million dollars (www.stayclassy.org, Retrieved

12/2/2011)

All money raised will be place in an endowment to allow the City Dance to run entirely off the

interest generated (City Dance business plan)

City Dance has partnered with Peorias District 150 school system to provide free dance and

arts mentorship classes to all District 150 students (City Dance business plan)

The organization will operate in The Prairie Building Downtown Peoria; a prominent location

across from the Peoria Civic Center (City Dance business plan)

Hip-Hop and lyrical jazz are the primary dance styles (City Dance business plan)

Secondary styles include tap, ballroom, ballet, and many others (City Dance business plan)

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http://www.stayclassy.org/http://www.stayclassy.org/http://www.stayclassy.org/


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Arts mentorship programs will be offered in audio production, photography, videography, and

through lessons for various musical instruments (City Dance business plan)

City Dance currently has a very limited brand presence with no website and a limited social

media presence (www.facebook.com, www.twitter.com, Retrieved 12/1/2011)

The City Dance Facebook page currently has 72 likes (www.facebook.com, Retrieved

12/1/2011)

The City Dance Twitter account currently has 29 followers (www.twitter.com, Retrieved

12/1/2011

Previous dance experience has linked City Dance with many famous choreographers including

Tabitha and Napoleon (Americas Best Dance Crew, So You Think You Can Dace) and Wade

Robson (So You Think You Can Dance) (City Dance business plan)

These choreographers, along with many others, have agreed to teach free masters classes on a

monthly basis (City Dance business plan)

Many prominent members of the community of Peoria are already showing their support for

the organization (Personal Communication)

A dance-wear line will be launched simultaneously with the organization in August (City

Dance business plan)

Analysis of Industry and Competition

Dance Studios are $1 billion dollar industry in the United States alone (United States Dept. of

Labor, Retrieved 12/1/11)

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http://www.twitter.com/http://www.facebook.com/http://www.facebook.com/http://www.twitter.com/http://www.twitter.com/http://www.twitter.com/http://www.facebook.com/http://www.facebook.com/http://www.twitter.com/http://www.twitter.com/http://www.facebook.com/http://www.facebook.com/


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Dance has gained popularity with mainstream media in the past couple of year, with shows like

So You Think You Can Dance, Americas Best Dance Crew, and Dancing with the Stars

gaining top ratings for their networks (www.cnn.com, Retrieved 12/3/2011)

City Dances primary competition includes Kims Academy of Dance, D&D Productions,

Peoria Ballet Academy and Sinclair Dance Studio

Kims Academy of Dance

Located in North Peoria in the Jump Start Gymnastic building (www.jumpstartfun.com,

Retrieved 12/4/2011)

Offers ballet, tap, jazz and tumbling classes (www.jumpstartfun.com, Retrieved

12/4/2011)

No pricing information is available without going through the full registration process

(www.jumpstartfun.com, Retrieved 12/4/2011)

Kims Academy of dance has 100 likes on Facebook (www.facebook.com, Retrieved

12/4/2011)

D&D Productions

Located in North Peoria (http://ddpdance.com, Retrieved 12/4/2011)

Offers tumbling, tap, competitive dance, jazz, and ballet classes (http://ddpdance.com,


Established in 1959 (http://ddpdance.com, Retrieved 12/4/2011)

Class prices range from $42 for 1/2 hour lessons to $209 for 7 1/2 hours of lessons

(http://ddpdance.com, Retrieved 12/4/2011)

Currently has 325 Facebook likes (www.facebook.com, Retrieved 12/4/2011)

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http://www.facebook.com/http://ddpdance.com/http://ddpdance.com/http://ddpdance.com/http://www.jumpstartfun.com/http://www.jumpstartfun.com/http://www.cnn.com/http://www.facebook.com/http://www.facebook.com/http://ddpdance.com/http://ddpdance.com/http://ddpdance.com/http://ddpdance.com/http://ddpdance.com/http://ddpdance.com/http://ddpdance.com/http://ddpdance.com/http://www.facebook.com/http://www.facebook.com/http://www.jumpstartfun.com/http://www.jumpstartfun.com/http://www.jumpstartfun.com/http://www.jumpstartfun.com/http://www.jumpstartfun.com/http://www.jumpstartfun.com/http://www.cnn.com/http://www.cnn.com/


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Peoria Ballet Academy

Located in North Peoria (www.peoriaballet.com. Retrieved 12/4/2011)

Offers ballet, pointe, tap, musical theater, lyrical, jazz, and yoga classes

(www.peoriaballet.com. Retrieved 12/4/2011)

Most expensive and strict of Central Illinois Dance Studios (www.peoriaballet.com.


Trains over 300 students each year (www.peoriaballet.com. Retrieved 12/4/2011)

Associated with the larger Peoria Ballet organization (www.peoriaballet.com. Retrieved

12/4/2011)

Peoria Ballet has 561 likes (www.facebook.com, Retrieved 12/4/2011)

Sinclair Dance Studio

No formal studio location, most classes offered in churches in Bartonville, Ill (http://

sinclairdancestudio.blogspot.com/, Retrieved 12/2/2011)

Offers couples ballroom dancing classes in a variety of styles (http://


Classes are either $200 for four lessons or $350 for eight (http://


Sinclair Dance Studio periodically posts blogs (http://sinclairdancestudio.blogspot.com/


Sinclair Dance Studio has 31 likes on Facebook (www.facebook.com, Retrieved

12/2/2011)

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http://www.facebook.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://www.facebook.com/http://www.peoriaballet.com/http://www.peoriaballet.com/http://www.peoriaballet.com/http://www.peoriaballet.com/http://www.facebook.com/http://www.facebook.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://sinclairdancestudio.com/http://www.facebook.com/http://www.facebook.com/http://www.peoriaballet.com/http://www.peoriaballet.com/http://www.peoriaballet.com/http://www.peoriaballet.com/http://www.peoriaballet.com/http://www.peoriaballet.com/http://www.peoriaballet.com/http://www.peoriaballet.com/http://www.peoriaballet.com/http://www.peoriaballet.com/


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ORIGINAL RESEARCH

Original research is collected directly from targeted audiences for a specific campaign or

project

Quantitative and qualitative studies were used to gather original research data

The targeted audiences are potential donors and potential patrons of City Dance

This section is divided into five parts:

Analysis of Campaign Situation

Research Questions

Quantitative Data and Findings

Qualitative Data and Findings

Discussion

Analysis of Campaign Situation

The City Dance fundraising campaign will generate funds for the Summer 2012 launch

The minimum fundraising goal is $100,000

The goal for all fundraising efforts is $5,000,000

Currently no fundraising campaigns have taken place

The campaign will establish branding for the organization

All branding functions (website, logo, event promotions, etc.) must be completed prior to

initial contact with any audience

Fundraiser gala will be held in a Downtown Peoria loft space

Urban and city inspired design elements will be blended with a classy gala feel and

performance art to create a unique event environment

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The fundraising gala will be held Friday, April 6, 2012

The final budget for the event is $30,000

Local sponsors and donors will offset event expenses

Food and drinks will be provided through in-kind donations from local restaurants and venders

Integrated marketing communication campaign to promote event and organization will launch

February 1, 2012

Fundraiser will blend many different type of art; including performances / exhibits by:

Chris Jones (You Got Served)

Tabitha DUmo (So You Think You Can Dance, Americas Best Dance Crew)

Chicago Bears Drumline

City Dance Owners/Creative Directors Tyler and Amanda Relph

City Dance instructor Joshua Dick

Performance painter

Local musicians

Local artists

Prominent community members and politicians, including Congressman Aaron Shock, will

attend fundraising event

350 event tickets will be sold

30 local and regional press members will be invited

Approximate budget will be $20,000 - $40,000

Meeting fundraiser goals would establish the gala as the largest arts fundraiser held in Peoria

area

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City Dance is registered as a 501(c)3 organization.

Nonprofit status makes all donations and sponsorships tax deductible

Opinions from others about campaign:

Community members think a safe and productive environment for children in

downtown Peoria is needed

Local businesses and government officials will support the organization through

volunteer time and monetary donations

Top figures in the dance industry have voiced support and willingness to teach classes

Who will benefit from the campaign:

Low income families living in Peoria

Potential or current dance students that are not able to afford classes

Dance students looking for top instruction

Community art organizations and supporters

Government officials encouraging start-up arts organizations

How will the campaign benefit City Dance:

Integrated marketing communication campaign will introduce City Dance to all

audiences

Media coverage will spread brand awareness locally and regionally

Involving community members will catalyze support

Fundraiser will generate funds for operation

Research Questions

The following research questions were answered through quantitative and qualitative data:

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What are the frequencies and percentages of public positions among potential

donors and potential patrons?

What is the likelihood of information processing among potential donors and

potential patrons?

What is the likelihood of information seeking among potential donors and

potential patrons?

How do the demographic variables of age and socioeconomic level influence

potential donors and potential patrons?

What is the likelihood of potential donors and potential patrons taking master

classes by famous choreographers?

What is the likelihood potential donors and potential patrons will attend thefundraiser gala?

Quantitative Data and Findings

The first research methodology utilized was quantitative

Quantitative data consist of numeric data than can be statistically analyzed and generalized to

represent trends in larger populations

The most common methods of qualitative studies are: content analysis, surveys, and

experimental design

Content analysis is counting the number of occurrences of a variable in specific

samples

Experimental design requires isolates specific variables to determine relationships

between variables

Surveys ask short, close-ended, easy to tabulate questions that are typically

representative of larger populations

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Finding representative samples of targeted populations is crucial for the validity of both

quantitative and qualitative research

Both qualitative and quantitative research yield data and findings

Data are answers to research questions

Findings are interpretations of data

Explanation of instrument

A survey was distributed and taken by 100 Illinois State University students who

answered as a member of a targeted population

Grunig Questions:

Questions 1, 2, 3, 4 and 5 were Grunig questions

Grunig questions determine problem recognition, levels of constraint,

involvement level, information processing level and information seeking level

The questions determine an audiences knowledge, attitudes and behaviors

toward an organization or a specific campaign situation

Grunig questions allow for a simple ways to create messages designed to reach

specific public positions

Demographic questions

Determine fixed or relatively fixed characteristics of a population

Questions six and seven determined age and socioeconomic level of respondents

Additional questions

Questions eight and nine determined likelihood of each population attending

classes or the fundraiser gala.

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Additional questions are used to gain further insight into specific audience

characteristics

* A sample of the survey instrument is included on the following page

Grunig defines a population as a particular section, group or type of people living in a specific

area

A population also can be a group of people with a shared relationship towards an organization

A public position is an individuals stance on a specific issue

Public positions can be shared by groups of people within populations

Grunig Typology identifies four types of public positions and eight publics

Active - An individual who demonstrates knowledge, attitude and behavior

Aware - An individual who possesses knowledge and attitude, but no behavior

Latent - An individual who does not posses knowledge, attitude or behavior, but may in

the future

Non-Public - An individual who possesses no knowledge, attitude or behavior and

never will

Eight levels of public positions provide frameworks for message targeting

HIPF (active): high problem recognition, low constrained behavior, high involvement

level

HICB (active-aware): high problem recognition, high constrained behavior, high level

of involvement

HIRB (active-reinforcing) low problem recognition, low constrained behavior, high

involvement level

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#____

My name is T.J. Syndram and I am a student in Dr. Moffitts Com 377 class. This survey is a part ofresearch being conducted for a campaign for City Dance. City Dance is a nonprofit dance studio that willopen in downtown Peoria Summer 2012. The organization will offer top quality instruction for free orlittle cost to students. Its goal is to provide a safe, productive environment for students to thrive and grow

in the arts. The initial fundraising and branding campaign will introduce City Dance to the area and raisenecessary startup funds.

Please answer questions as a member of the highlighted audience. Do not answer as an ISU student.

Grunig Questions

____ Indicate a number from 1 - 500 with 1 representing not important and 500 representing veryimportant, how important do you believe the initial City Dance fundraising and branding campaign is?

____ Indicate a number from 1 - 500 with one representing very little and 500 representing a lot, how

much do you feel you can do about the City Dance fundraising and branding campaign?

____ Indicate a number from 1 - 500 with 1 representing not at all and 500 representing very much, howmuch does the City Dance fundraising and branding campaign affect you personally?

____ Indicate a number from 1 - 500 with 1 representing not likely and 500 representing very likely, howlikely would you be to watch a City Dance TV advertisement if it ran during a show you were watching?

____ Indicate a number from 1 - 500 with 1 representing not likely and 500 representing very likely, howlikely would you be to search for a City Dance advertisement?

Demographic Questions

Other Questions

___ Indicate a number from 1-5 with 1 being unlikely and 5 being very likely, how likely would you be toattend free classes with top choreographers such as Tabitha Dumo (So You Think You Can Dance,Americas Next Top Dance Crew)?

___ Indicate a number from 1-5 with 1 being unlikely and 5 being very likely, how likely would you be toattend the fundraiser gala?

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Age:

__ 18-33__ 34-49__ 50-65__ 65 +

Potential PatronPotential Donor

Socioeconomic Level:

__ Blue Collar__ White Collar__ Professional (Teacher, Doctor, etc.)


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HIFB (latent) low problem recognition, high constrained behavior, high involvement

level

LIPF (aware-active) high problem recognition, high constrained behavior, low

involvement level

LICB (latent-aware) high problem recognition, low constrained behavior, high

involvement level

LIRB (latent-non-public) low problem recognition, low constrained behavior, low

involvement level

LIFB (non-public) low problem recognition, high constrained behavior, low

involvement

The primary publics for City Dance are potential donors and potential patrons

Potential donors are a primary audience because they will provide funds needed for City Dance

to thrive

Potential patrons are a primary audience because they directly benefit from services and classes

City Dance will provide

Other publics include:

Government organizations

Area nonprofit organizations

Downtown Peoria and riverfront business owners

Downtown Peoria and riverfront visitors

Peoria Chamber of Commerce

Local arts and entertainment organizations

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Residents of the Greater Peoria Area

Table 1 presents the frequencies and percentages of public positions in potential donors to City

Dance

TABLE I

FREQUENCIES AND PERCENTAGES OF PUBLIC POSITIONS IN POTENTIAL DONORS

TO CITY DANCE

Frequencies (#) Percentages (%)

HIPF (33) 66%

HICB (2) 4

HIRB (3) 6

HIFB --- ---

LIPF (1) 2

LICB (1) 2LIRB (2) 4

LIFB (8) 16

N=50

The HIPF (active) public is dominant with 66%. The HIFB is least dominant with no

data. Most of the public positions are active and non-publics.

Table 2 presents the frequencies and percentages of information processing and

information seeking in potential donors to City Dance

TABLE 2

FREQUENCIES AND PERCENTAGES OF IP AND IS IN POTENTIAL DONORS TO CITY

DANCE

Info Processing Info Seeking

Low (1) 2% (1) 2%

Moderately low (8) 16 (8) 16

Average (6) 12 (6) 12Moderately high (6) 12 (6) 12

High (29) 58 (29) 58

N=50

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TABLE 3

FREQUENCIES AND PERCENTAGES OF DEMOGRAPHICS AND ADDITIONAL

QUESTIONS IN POTENTIAL DONORS TO CITY DANCE

Socioeconomic Level

Frequencies Percentages

Blue Collar (15) 30%

White Collar (18) 36

Professional (17) 34

N=50

Age

Frequencies Percentages18 - 33 (13) 27%

34 - 49 (12) 25

50 - 64 (13) 27

65+ (10) 21

N=48

Likelihood of class attendance


Low (8) 16%

Moderately low (9) 18Average (9) 18

Moderately high (12) 24

High (12) 24

N=50

Likelihood of fundraiser attendance

Frequency Percentages

Low (2) 4%

Moderately low (7) 14

Average (10) 20


High (17) 34

N=50

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High information seeking and processing were dominant among potential donors

at 58%. Low information seeking and processing were least dominant at 2%. Most levels of

information seeking and processing are high and moderately low

Table 3 presents frequencies and percentages of demographic and additional questions in

potential donors to City Dance

The data showed a relatively equal distribution of socioeconomic levels. The data shows

a relatively equal age distribution. The data showed a relatively equal likelihood of attending

classes. High likelihood of attending the City Dance fundraiser was dominant at 34%. Low

likelihood of attending was least dominant at 4%. Most respondents were either high and

relatively high in likelihood to attend.

Table 4 presents the frequencies and percentages of public positions in potential patrons

of City Dance

TABLE 4FREQUENCIES AND PERCENTAGES OF PUBLIC POSITIONS IN POTENTIAL PATRONS

OF CITY DANCE

Frequencies (#) Percentages (%)

HIPF (21) 42%

HICB (6) 12

HIRB (1) 2

HIFB (3) 6

LIPF (7) 14

LICB (3) 6

LIRB (1) 2LIFB (6) 12

N=50

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The HIPF (active) public was dominant with 42%. The HIRB (active-reinforcing) and

LIRB (latent-nonpublic) were least dominant with 2% each. Most of the public positions were

active and aware active.

Table 5 presents the frequencies and percentages of information processing and

information seeking in potential patrons of City Dance

TABLE 5

FREQUENCIES AND PERCENTAGES OF IP AND IS IN POTENTIAL PATRONS OF CITY

DANCE

Info Processing Info Seeking

Low --- ---

Moderately low (2) 4% (14) 28%

Average (8) 16 (15) 30

Moderately high (11) 22 (5) 10

High (29) 58 (16) 32

N=50

High information processing was dominant among potential patrons with 58%. Low and

moderately low information processing was least dominant with no data and 4% respectively.

Most of the audience was high or moderately high in information processing.

A relatively equal distribution of information seeking was seen in both audiences. Low

Information seeking was least dominant with no data.

Table 6 presents the frequencies and percentages of demographics and additional questions in

potential patrons of City Dance

Blue collar was the dominant socioeconomic level among potential patrons at 44%.Professional was least dominant at 24%. Most people were either blue collar or white collar

workers.

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TABLE 6

FREQUENCIES AND PERCENTAGES OF DEMOGRAPHICS AND ADDITIONAL

QUESTIONS IN POTENTIAL PATRONS OF CITY DANCE

Socioeconomic Level


Blue Collar (22) 44%

White Collar (16) 32

Professional (12) 24

N=50

Age

Frequencies Percentages18 - 33 (17) 34%

34 - 49 (17) 34

50 - 64 (8) 16

65+ (8) 16

N=48

Likelihood of class attendance


Low (8) 16%

Moderately low (3) 6Average (14) 28


High (15) 30

N=50

Likelihood of fundraiser attendance

Frequency Percentages

Low (7) 14%

Moderately low (12) 24

Average (12) 24


High (8) 16

N=50

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The dominant age ranges of potential patrons are 18-34 and 35-49. The least dominantage ranges were 50-64 and 65+. Most respondents were 18-34 or 35-49.

High and average likelihoods of class attendance were dominant at 30% and 28%

respectively. Moderately low was least dominant at 6%. Most respondents had high, moderately

high, or average likelihoods of attending. The data showed a relatively equal distribution in

likelihood of fundraiser attendance

Qualitative Data and Findings

Qualitative data are detailed information that is interpreted using words rather than numbers

Primary methods of conducting qualitative research are textual analysis, focus groups,

interviews and participant observation

Textual analysis is the interpretation of messages based on content

Participant observation is watching audience behavior without manipulating variables

Interviews are asking specific, usually open-ended, questions and recording and interpreting

response

Focus groups ask questions similar to interviews. An emphasis on the dynamics and effects of

group behavior is a major focus of study

Target audiences were split into two focus groups for this study

Group one consisted of three potential donors

Group two consisted of three potential patrons

Questions 1 through 5 were about the image of City Dance

Questions 6 through 10 were about nonprofit fundraising?

Questions 11 through 15 were about City Dance branding

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Questions 16 through 20 were about the industry and community

Both groups were asked the following set of questions:

Image

Are you familiar with City Dance?

Do believe there is a need for a nonprofit dance studio in Peoria?

Do you believe City Dance will provide a positive environment for students?

Would you consider City Dance a valuable asset to the community?

Does the qualifications of instructors at City Dance give it instant credibility?

Fundraising

What factors influence you when donating to nonprofits?

Would you consider donating to City Dance?

What are some examples of events you consider to be effective fundraisers?

Do you believe the ease of online donation is better than large scale fundraisers?

Does the social climate and popularity of an organization influence your willingness to

donate?

Branding

How important is the brand of a nonprofit to its success?

What are some examples of nonprofits you believe have strong brands on a national or

local scale?

Do you believe positioning City Dance as a relevant, urban hip hop studio will be

effective in reaching inner city Peoria residents?

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What channels (TV ads, social media, radio, etc.) do you believe would be most

effective in reaching target audiences?

Has a nonprofit organization used powerful branding to gain your time or money

donation?

Industry / Community

Do you believe local dance studios offer an adequate number of classes catered to lower

income families?

Do you believe people would be interested in a new hip-hop studio in Peoria?

Do you think an increased level of popular culture interest in dance (So You Think You

Can Dance, Dancing With The Stars, etc.) will directly affect interest in City Dance?

Do you believe the popularity of dance will rise over the next five years?

The first general finding demonstrated awareness was not high, but both populations saw the

need and value of City Dance

I havent heard of the organization yet, but that makes sense because it isnt running

yet.

I believe Peoria needs something like that to get started.

Bringing in all those famous dancers would definitely get peoples interest.

The second general finding demonstrated innovation was crucial to fundraising success

Online donation is really great! Even my church does it these days.

I think TOMS shoes fundraises in a new and cool way.

Traditional methods are still important. People need to be pressured.

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The third general finding showed personal connection and branding are equally important for

gaining support

I think having a great logo is nice, but I care if the organization is doing something I

enjoy.

In this day and age, you cant afford to have bad branding. Not even for a nonprofit.

I really only donate time or money if my friends or family are as well

People want to follow something that is cool.

The fourth general finding proved popular culture influence on the industrys popularity

There are so many shows and movies coming out about dance now.

I really didnt care too much for dance until the past year or so.

I definitely like So You Think You Can Dance more than American Idol

Its hard to imagine people can learn to move like that

The fifth general finding showed a great interest in free dance classes

I think if the instructors are good, no one could turn that down.

It could almost work as a community center in a way

The kids of Peoria would love that!

Discussion

What are the frequencies and percentages of public positions among potential donors and

potential patrons?

Quantitative data shows the dominant public position in both populations is active

Qualitative data shows audiences would be primarily active when City Dance opens

What is the likelihood of information processing among potential donors and potential patrons?

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Quantitative data shows high degree of information processing likelihood in both

populations

Qualitative data further supports high information processing

What is the likelihood of information seeking among potential donors and potential patrons?

Quantitative data shows high information seeking among potential donors and a

relatively equal distribution among potential patrons

Qualitative data did not address information seeking

How do the demographic variables of age and socioeconomic level influence potential donors

and potential patrons?

Quantitative data shows potential donors to have a relatively equal age distribution and

potential patrons to be a younger audience.

What is the likelihood of potential donors and potential patrons taking master classes by

famous choreographers?

Quantitative data show a high likelihood among potential patrons and a relatively equal

distribution among potential donors

Qualitative data show a general interest for those with the skill or ability

What is the likelihood potential donors and potential patrons will attend the fundraiser gala?

Quantitative data show a high likelihood among both potential donors and patrons

Qualitative data show a very high interest in a unique and creative fundraiser to

establish City Dance as a premier arts organization

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BASIC STRATEGIES

Basic strategies are the kinds of information and underlying appeals featured in messages

Basic strategies do not include specific words or visualization factors

Two major frameworks

Organization centered: information created based on what an organization wants

targeted populations to know

Audience centered: information intended to appeal to the audience

Goals are any effect or change in targeted audiences desired by an organization

Two types of goals are used primarily:

Change goals directly reference an organizations desired change

Appeal goals first seek an audiences attention before suggesting change

Objectives are the types and amount of information presented to an audience

The four types of goals are: image, demographic, Grunig, and additional goals

Image goals target perception of an organizations image

Demographic goals feature any type of objective consistent with the goal

Demographic goals are targeted at specific populations with relatively fixed shared

characteristics

Grunig goals seek to move members of a public position to a higher level of

involvement

Additional goals address any desired change in a population not addressed in other

types of goals

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Cognitive dissonance theory suggests populations pay attention to messages they find

interesting even if they do not agree with content

Selective perception theory suggests populations chose messages they expose themselves to

Two points of analysis for this section

Basic strategies for Potential Donors

Basic strategies for Potential Patrons

Basic Strategies for Potential Donors

Image goal: Establish City Dance as the leading arts provider for Peorias inner-city youth

Knowledge Objective: twenty pieces of information about District 150 cutting all arts

and physical education from schools

Knowledge Objective: forty pieces of information about the variety of arts programs

offered by city dance

Knowledge Objective: ten pieces of information about the pricing structure that ensures

inner-city youth can attend for cheap or free based on need

Knowledge Objective: seven pieces of information about competing dance studios not

offering affordable pricing to inner-city students

Knowledge Objective: fifty pieces of information on partnerships with government

organizations, schools, area businesses and other nonprofits

Attitude Objective: ten pieces of information about how the Downtown Peoria location

will give City Dance an advantage in reaching inner-city youth

Attitude Objective: thirty pieces of information on how donating to City Dance is a

valuable contribution to the Peoria community

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Attitude Objective: twenty pieces of information on how the experience of City Dance

instructors establish the organization as a leader among local dance studios

Rationale: Establishing City Dance as a leader among the arts community is the first step in

gaining support of potential donors. This population must first recognize the legitimacy of the

organization before they would be interested in donating money. Knowledge and attitude

objectives are important for this population.

Demographic Goal: Persuade members of white collar and professional populations to attend

gala fundraiser

Knowledge Objective: thirty pieces of information as an event preview

Attitude Objective: fifteen pieces of information about how attending the fundraiser

will positively impact the community of Peoria

Behavior Objective: 20 pieces of information persuading population to purchase tickets

and attend gala

Rationale: Research showed that members of white collar and professional populations were

most inclined to attend the fundraiser gala. Providing the information needed to attend the

fundraiser would be effective in reaching these population.

Grunig Goal: Move members of the non-public position to latent status

Knowledge Objective: ten pieces of background information about City Dance

Knowledge Objective: twenty pieces of information about the lack of arts in Peoria

Knowledge Objective: ten pieces of information about the rise of crime in Peoria

Knowledge Objective: fifteen pieces of information about student need for a creative

outlet

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Rationale: The non-public population has no knowledge, attitude or behavior about City Dance.

Knowledge objectives give population members a basis on which they can build to higher levels

of involvement.

Grunig Goal: Maintain high level of active public positions

Knowledge objective: twenty pieces of information on the importance of continued

support

Knowledge Objective: fifty pieces of information on the estimated impact of City

Dance

Attitude Objective: ten pieces of information on why City Dance is a great charity to

support

Attitude Objective: twenty pieces of information on benefits of the community City

Dance offers its students

Behavior Objective: twenty pieces of information on volunteer benefits and opportunities

for volunteering

Behavior Objective: fifteen pieces of information on attending the gala fundraiser

Behavior Objective: twenty-five pieces of information on being a City Dance advocate

in communities

Behavior Objective: ten pieces of information on becoming a part of the City Dance

mentorship program

Rationale: The active population possesses knowledge, attitude and behavior about City Dance.

All three must be addressed to ensure the active position remains at that ideal status. Ensuring

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continuing support and knowledge of the expansion and continued effectiveness of the

organization will help achieve this goal.

Additional Goal: Encourage participations in classes offered to non-students

Knowledge Objective: fifteen pieces of information about programs with no age

restrictions

Knowledge Objective: twenty pieces of information about health benefits of dance

Knowledge objective: seven pieces of information about specific instructors and classes

offered

Attitude Objective: ten pieces of information on how anyone can dance regardless of

ability

Attitude Objective: ten pieces of information on the fun of dancing with friends

Behavior Objective: fifteen pieces of information on attending dance classes

appropriate for skill level

Behavior Objective: seven pieces of information on inviting friends

Rationale: The primary audience for City Dance programs is youth under 18 years old. This

leaves all research participants as secondary audiences. Educating this population about the

possible options for involvement will allow members to view the full scope of class involvement.

Additional Goal: Encourage sponsorship of programs or events

Knowledge Objective: ten pieces of information on monetary and volunteer resources

needed for operation

Knowledge Objective: fifty pieces of information on opportunities for sponsorship

Attitude Objective: twenty pieces of information on benefits of sponsorship

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Attitude Objective: ten pieces of information on how sponsorship is a way to make a

lasting impression on the organization

Behavior Objective: ten pieces of information on reaching tiers of sponsorship

Behavior Objective: ten pieces of information on sponsoring equipment and space for

City Dance operations

Rationale: Potential Donors are the primary source of funding for the organization. Providing

opportunities to do so is crucial in allowing City Dance to function at the high level necessary to

establish themselves as market leaders. Knowledge, attitude and behavioral objectives are used

to gain these major donations.

Basic Strategies for Potential Patrons


Knowledge Objective: twenty pieces of basic information about City Dance location

and programs

Knowledge Objective: ten pieces of information on the partnership with local schools

and nonprofits

Knowledge Objective: twenty pieces of information about differences between City

Dance and competitors

Attitude Objective: fifty pieces of information about how City Dance is relevant to

modern culture

Behavior Objective: thirty pieces of information on reasons to join a class

Behavior Objective: twenty pieces of information about how to get involved in

mentorship programs

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Rationale: Patrons will be the primary audience and beneficiaries of City Dance upon opening.

Ensuring they are targeted with messages that firmly establish the organization as a relevant

organization that is able to connect with the youth of the community will determine how

effective the organization will be. Knowledge and attitude information will establish credibility

for City Dance before it opens

Demographic Goal: Establish a relevant presence among the under 18 year old population

Knowledge Objective: thirty pieces of information on programs for area youth

Knowledge Objective: ten pieces of information on instructor experience

Knowledge Objective: ten pieces of information on hip-hop and other upcoming dance

styles

Knowledge Objective: twenty pieces of information on opportunity for involvement in

local arts scene

Knowledge Objective: ten pieces of information on the unique and engaging studio

design

Attitude Objective: ten pieces of information on how dance is cool

Attitude Objective: ten pieces of information on how dance is becoming more

prominent in American culture

Behavior Objective: twenty pieces of information on how to register for classes

Behavior Objective: ten pieces of information on participating in workshops without

committing to formal programs

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Rationale: The majority of students will be outside the populations researched for this campaign.

Students will look to see how effectively City Dance reaches them and integrates modern culture

and technology into an effective campaign.

Grunig Goal: Maintain active public position

Knowledge Objective: ten pieces of information on upcoming programs at City Dance

Knowledge Objective: ten pieces of information on how the community is supporting

City Dance operations

Attitude Objective: ten pieces of information on how dance or other arts programs are a

great use of free time

Attitude Objective: ten pieces of information on how City Dance is a fun environment

to spend time in

Behavior Objective: twenty pieces of information on how to sign up for multiple

programs or classes

Behavior Objective: ten pieces of information on how to spread skills learned at City

dance into the community

Behavior Objective: twenty pieces of information on how to get friends involved at

City Dance

Behavior Objective: five pieces of information on pre-registering for future programs

Behavior Objectives: twenty pieces of information on registering for master classes

with top choreographers

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Rationale: Knowledge, attitude and behavior appeals must be used to maintain an active status.

Giving new ways to support the organization and get involved gives members of the Potential

Patron population new reasons to participate in City Dance Programs.

Grunig Goal: Move non-public positions to latent status

Knowledge Objective: twenty pieces of information about the estimated impact of City

Dance operations

Knowledge Objective: ten pieces of information about how involvement in the arts

discourages gang violence

Knowledge Objective: twenty pieces of information on perceptions of community

members about the lack of a safe environment for youth to get involved in

Knowledge Objective: Hip-hop is a scene local youth are involved in

Rationale: Non-public positions require knowledge objectives because the population is not

adequately informed to form attitudes or behaviors. Providing information about the youth of the

community and direct benefits of City Dance programs will give the population information

needed to form attitudes and determine their problem recognition level

Additional Goal: Demonstrate the value of fundraising for individual tuition

Knowledge Objective: ten pieces of information on pricing structure

Knowledge Objective: ten pieces of information on cost of operations

Knowledge Objective: ten pieces of information on importance of fundraising

Knowledge Objective: twenty pieces of information on individual fundraising

opportunities

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Attitude Objective: twenty pieces of information on how students gain more from

classes they have invested in personally

Behavior Objective: ten pieces of information on how students can begin fundraising

Rationale: Many students will come from low-income homes where affording any tuition is too

much of a burden on the household. Educating students on the importance of taking

responsibility for their tuition and empowering them with simple programs will give students the

ability to feel a sense of accomplishment and support City Dance simultaneously.

Additional Goal: Show Potential Patrons the benefit of City Dance programs in the community

Knowledge Objective: ten pieces of information on networking opportunities

Knowledge Objective: ten pieces of information on participating in event fundraisers

Knowledge Objective: twenty pieces of information on opportunities available in each

program

Attitude Objective: ten pieces of information on the value of each skill taught at City

Dance

Behavior Objective: twenty pieces of information on specific places offering positions

for skills taught at City Dance

Rationale: Communicating the value of programs will allow Potential Patrons to understand why

City Dance will be a beneficial use of time. Knowledge, attitude and behavior objectives all can

be used to effectively tie real world experience and opportunity to classes taught

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MESSAGE STRATEGIES

Message strategies are the actual words and visualization factors used in messages

Research and basic strategy content are used in creating messages

Word messages

Copy platform: word or phrase used as an identifying and unifying element in messages

Copy points: pieces of information that support goals or objectives

Visualization factors

Logo

All other visual

Classified as print, broadcast and virtual

Message design consists of both words and visualization elements

Four points of analysis are used for message strategies:

Copy platform

Copy points for potential patrons

Copy points for potential donors

Visualization factors

Copy Platform

Copy platform:

Copy platforms are consistent messages used across all campaigns as an identifying

tactic

The phrase used typically supports an organizations mission

Effective copy platform quickly captures the attention of even disinterested audiences

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Copy platforms are usually located near the organizations logo

City Dance currently has no copy platform

New copy platform will be Bringing Arts Back

Copy platform will provide basis for campaign sub-slogan Bringing ___ Back

Sample Copy Points for Potential Donors


Knowledge Objective: forty pieces of information about the variety of arts programs

offered by city dance

Copy Point: City Dance offers exciting programs in dance, photography, videography,

graphic design, and audio production.

Attitude Objective: ten pieces of information about how the Downtown Peoria location

will give City Dance an advantage in reaching inner-city youth

Copy Point: Our location in the Prairie Building is convenient for students throughout the

Peoria area.

Demographic Goal: Persuade members of white collar and professional populations to attend

gala fundraiser

Knowledge Objective: thirty pieces of information as an event preview

Copy Point: The red carpet fundraiser gala will blend various forms of art into an

experience unlike anything previously held in Peoria.

Behavior Objective: 20 pieces of information persuading population to purchase tickets

and attend gala

Copy Point: Tickets for the gala are $200 and are available at www.citydancepeoria.org.

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Grunig Goal: Move members of the non-public position to latent

Knowledge Objective: twenty pieces of information about the lack of arts in Peoria

Copy Point: Unfortunately, nearly every nonprofit arts organization has been forced to

close their doors in light of heavy economic pressure.

Knowledge Objective: fifteen pieces of information about student need for a creative

outlet

Copy Point: Students involved in artistic organizations are 59% less likely to be involved in

gang violence.

Grunig Goal: Maintain high level of active population

Knowledge objective: twenty pieces of information on the importance of continued

support

Copy Point: The success of City Dance efforts is directly dependent on the support of our

donors.

Attitude Objective: twenty pieces of information on benefits of the community City

Dance offers its students

Copy Point: Students are given a safe, productive environment to be creative and escape

from negative social pressure.

Additional Goal: Encourage participations in classes offered to non-students

Knowledge Objective: fifteen pieces of information about programs with no age

restrictions

Copy Point: Many master classes are open to anyone regardless of age or ability level

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Attitude Objective: ten pieces of information on how anyone can dance regardless of

ability

Copy Point: Dancing is about a willingness to learn, all ability levels are welcomed.

Additional Goal: Encourage sponsorship of programs or events

Knowledge Objective: fifty pieces of information on opportunities for sponsorship

Copy Point: Even the speaker system can be sponsored in five year increments.

Behavioral Objective: ten pieces of information on reaching tiers of sponsorship

Copy Point: Gold level sponsorship offers a variety of incentives throughout the year.

Copy Points for Potential Patrons


Knowledge Objective: twenty pieces of basic information about City Dance location

and programs

Copy Point: City Dance is located in Downtown Peoria and offers a variety of arts

programs to inner-city youth.

Attitude Objective: fifty pieces of information about how City Dance is relevant to

modern culture

Copy Point: Incorporating the latest technology and music sets City Dance apart from all

competition.

Demographic Goal: Establish a relevant presence among the under 18 year old population

Knowledge Objective: ten pieces of information on instructor experience

Copy Point: The instructors at City Dance have a combined 40 years of instructing

experience

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Knowledge Objective: twenty pieces of information on opportunity for involvement in

local arts scene

Copy Point: Local business are eager to partner with City Dance alumni as they graduate

from the program

Grunig Goal: Maintain Active population

Knowledge Objective: ten pieces of information on upcoming programs at City Dance

Copy Point: September 2012 will feature a master session by famous choreographers

Tabitha and Napoleon

Attitude Objective: ten pieces of information on how City Dance is a fun environment

to spend time in

Copy Point: Monster energy drinks sponsored the studio after hanging out for a day.

Grunig Goal: Move non-public positions to latent

Knowledge Goal: twenty pieces of information about the estimated impact of City

Dance operations

Copy Point: Local officials estimate City Dance could decrease youth violence by up to

10%

Knowledge Goal: Hip-hop is a scene local youth are involved in

Copy Point: The underground hip-hop scene features thousands of students attending local

concerts

Additional Goal: Demonstrate the value of fundraising for individual tuition

Knowledge Objective: ten pieces of information on pricing structure

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Copy Point: While there is a monthly tuition for all programs, many students qualify for

assistance from the student scholarship fund.

Knowledge Objective: ten pieces of information on importance of fundraising

Copy Point: City Dance gives students a variety of opportunities to fundraise throughout

the semester.

Additional Goal: Show Potential Patrons the benefit of City Dance programs in the community

Knowledge Objective: ten pieces of information on participating in event fundraisers

Copy Point: Students will be given the opportunity to showcase their skills at fundraising

events in front of influential community members.

Attitude Objective: ten pieces of information on the value of each skill taught at City

Dance

Copy Point: Photographers teaching in the mentorship program offer students internships

in professional projects

Visualization Factors

Visualization factors are all elements in a message that are not words

The two major categories of visualization factors are print and broadcast media

A logo is a visualization factor used as a unifying image

The logo typically contains the name of the organization and is used by the organization in all

or most messages

Logos are rarely changed or adapted

City Dance has no current logo

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City Dance is having a graphic designer design a logo featuring graffiti elements in orange and

grey

Print Media:

Blank Space:

Begin using blank space in most messages

Crowded / Sparse Message Components:

Begin using sparse message design for disinterested publics

Begin using crowded message design for interested public

Most messages will contain sparse messages design as the organization is introduced

Color:

Begin using blue, grey, black and white as primary colors

Begin using yellow, red, and green as secondary colors

Use green or blue message design that requires action

Type of paper

Material for sponsorship booklets should be hardbound with thick, high quality paper

Posters and flyers should be printed on high quality, glossy card stock

Many messages will be found online and do not require the use of paper

All other materials should use high quality paper

Font and Size of Print

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Prominent headings will be individually designed by graffiti artists and graphic

designers on retainer

Bebas Neue will be used for subheadings

Most copy will be in Helvetica

Important copy will be all capitalized

Graphic Design

Most messages will use graphic design elements

A cityscape will be depicted on many messages

Graffiti will be used in many messages

Bright colors in traditionally dull urban environments will be used

An urban feel will dominate the appearance of all design

Photography

Quality photography will be central to campaign messages

Interactive photographs of the studio will be used as a preview for prospective patrons

or donors

Large photographs will be prominently featured during fundraising events

Photography of staff, students, the community, the studio, and many other subjects will

be used in messages

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Celebrities and Other Persons:

Congressman Aaron Shock will be present at fundraiser gala and be featured showing

support for City dance in messages

Baseball stars Jim Thome and Ben Zobrist will attend the fundraiser gala

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Prominent choreographers Tabitha and Napoleon (So You Think You Can Dance,

Americas Top Dance Crew) and Wade Robson (So You Think You Can Dance) will

have their work performed at the fundraiser gala

The Chicago Bears Drum line will perform at the fundraiser gala

Christopher Jones (You Got Served) will perform at the fundraiser gala

All prominent government officials will attend the fundraiser gala

Exaggerated and Unexpected Images:

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Images of dancers superimposed on Peoria skyline are exaggerated

Images of colors coming from dancers or city are exaggerated

Images of violence in Peoria will be unexpected

Emotional or Rational Appeals:

Many messages will have emotional appeals for the students that are unable to be

involved in arts due to poverty

Portrayals of poor living conditions will be present as emotional appeals

The hope City Dance will provide will be an emotional appeal used

Providing tax deductible ways to donate are rational appeals

Broadcast Media:

Length of Messages

Public service announcement will be :60 seconds long

City Dance story video will have 2:30 minute and 5:00 minute versions

Choreographer story videos will be 2:00 minutes long

Sample dance videos will be 3:00 minutes long

Event promotional videos will be 1:00 minute long

Studio opening videos will be :30 or 1:00 minute long

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Movements from Shot to Shot

All videos will be shot in high definition with a cinematic feel

Most videos will reflect the fact pace of the studio with a lot of movement

Videos with serious content will be slower paced

Celebrities and Other Persons

Aaron Shock will be featured in the story videos

Owners Tyler and Amanda Relph will be featured in most videos

City Dance instructor and choreographer, Joshua Dick, will be featured in some videos

Music and Sound Effects

Most videos will feature hip-hop music relevant at the time of screening

To Build a Home by The Cinematic Orchestra will be used for story videos

Exaggerated and Unexpected Images

Intense sequences of violence in Peoria will be featured in story videos

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COMMUNICATION SELECTION STRATEGIES

Communication selection strategies are specifics methods or channels used in delivering

messages

Personal communication selections: organizations directly reach targeted audiences

Includes focus groups, seminars, dance classes, direct mail, social media, and all

interpersonal communication

Advantages of personal communication:

Typically most persuasive

Relatively inexpensive

Direct control over audiences experience with the message

Memorable if properly utilized

Disadvantages:

Limited reach

Media communication selections: organizations utilize a third party to reach targeted

audiences through specific mediums

Advantages of media communication:

Greater reach with fewer messages

Multiple appeals may be present in each message

Large selection of possible mediums allow for a variety of channels utilized

Disadvantages of media communication:

Limited personal appeal

Not as targeted as personal communication selections

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Expensive

A good communication selection mix effectively blends personal and media communication

selections to compliment each other in reaching campaign objectives

Frequency is the number of times a message is repeated when reaching targeted audiences

Reach is the number of members of a targeted population exposed to a message at one time

Personal and media communication channels will be utilized in the City Dance integrated

marketing campaign

Points of analysis

Communication selections for potential donors

Communication selection for potential patrons

Sample messages

Media plan

Communication Selections for Potential Donors

Television Spots

Mass media

Frequency

Will run on WEEK, WMBD, FOX, WGN

Advantages: focused on target geographic market, large Central Illinois reach,

memorable emotional appeals in messages

Disadvantages: expensive, not personal, significantly larger population than targeted

public

Radio Spots

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Mass media

Frequency

Radio spots featured on primarily talk, jazz, classical and oldies station to reach an older

demographic

Advantages: relatively inexpensive, geographically focused, appeals to auditory learners

Disadvantages: short air times, small radio audiences, audio messages may not be

memorable

Press Releases / Kits

Mass medium

Frequency

Advantages: Free or inexpensive, potential to reach major networks and markets with

messages, trusted, third-part source

Disadvantages: impossible to predict media interest

Billboards

Mass Media

Frequency

Located in Downtown Peoria and on surrounding highways

Advantages: Will reach large numbers of Peoria drivers, strong visual impact, constant

source of promotion

Disadvantages: Must attract the interest of people with short attention spans

Magazines

Mass media

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Frequency

Featured advertisements in magazines specific to Peoria includingNumero andArts and

Culture

Advantages: Geographically targeted, readers and subscribers have interest in arts, can be

paired with a feature article

Disadvantages: limited circulation, expensive to place in larger magazines

Sponsorship Booklets

Personal communication

Reach

Sent or given to all significant potential donors throughout Central Illinois

Includes information on how to sponsor and the programs and benefits of City Dance

Advantages: can be specific to individual people, provides specific steps for fundraising,

only reaches members in the targeted audience

Disadvantages: Does not allow for two way communication, costly to individualize,

finding ideal targets is a lengthy process

Website

Media Channel

Frequency

Targeted specifically to potential donors

Launched prior to fundraiser gala

Advantages: Infinitely customizable, relevant and necessary media channel, can provide

large amounts of information in a variety of formats

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Disadvantages: Expensive, time consuming to maintain

Communication Selections for Potential Patrons

Television Spots

Mass media

Frequency


Messages focused on the opening of City Dance and programs/benefits offered




public

Social Media

Mass media / Personal

Frequency / Reach

Prominent presence on Twitter, Facebook and YouTube

Advantages: free, large and active user base, high levels of engagement, ability to target

audiences

Disadvantages: Must be constantly maintained, creating good, sharable content can be

expensive

Radio Spots

Mass media

Frequency

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Radio spots featured on popular and rap music stations like KISSFM, WBNQ, and Power

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Advantages: relatively inexpensive, geographically focused, appeals to those already

involved in music styles primarily targeted, partnerships with radio stations lends

credibility to messages

Disadvantages: short air times, may be lost in large numbers of advertisements


Mass medium

Frequency




Billboards

Mass Media

Frequency


Focused on the August opening of City Dance


source of promotion


Magazines

Mass media

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Frequency


Culture




Mobile App

Media Channel

Frequency

Provides a constant information source on latest City Dance news and activities

Serves as primary platform for YouTube dance tutorials

Advantages: Free for users, provides a simple format for many types of information,

gives City Dance an opportunity to be first movers in a market not currently targeted by

dance studios

Disadvantages: Initial development fees are expensive, must keep content current with

the YouTube channel

Website

Media Channel

Frequency


Launched prior to City Dance grand opening

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Television Spots

Mass media

Frequency





public

Radio Spots

Mass media

Frequency

Radio spots featured on primarily talk, jazz, classical and oldies station to reach an older

demographic

Advantages: relatively inexpensive, geographically focused, appeals to auditory learners

Disadvantages: short air times, small radio audiences, audio messages may not be

memorable


Mass medium

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Frequency




Billboards

Mass Media

Frequency



source of promotion


Magazines

Mass media

Frequency


Culture




Sponsorship Booklets

Personal communication

Reach

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Sent or given to all significant potential donors throughout Central Illinois

Includes information on how to sponsor and the programs and benefits of City Dance

Advantages: can be specific to individual people, provides specific steps for fundraising,

only reaches members in the targeted audience

Disadvantages: Does not allow for two way communication, costly to individualize,

finding ideal targets is a lengthy process

Website

Media Channel

Frequency


Launched prior to fundraiser gala




Sample Messages

This section contains four sample messages, two for each population

Potential Donors

Sample message 1: City Dance Story Video

Video will be prominently featured on website and shared through social

media sources

Matt Blick of Cellar Webs will do all shooting and editing

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The video tells the story of City Dance with a visual impact tied to the

actual social impact of the organization

Sample Message 2: Social Media

Facebook and Twitter pages appeal to large portions of the population

Potential Patrons:

Sample Message 3: Poster

Depiction of an urban warehouse adorned with graffiti

Message appeals to both those who think Peoria has become run down

and those who believe graffiti is art and are looking for a safe place to

express their art

Poster will be placed throughout schools and popular gathering places in

Peoria and surrounding communities

Sample Message 4: Mobile App

Mobile app will be available for iPhone, Android and Blackberry users

Features the YouTube dance tutorials popularized by City Dance

Appeals to those who like to keep up with the latest organizational news

and classes at any time

The four sample messages can be found at the end of this section

Media Plan

This campaign has 1,276 pieces of information required in the objectives

Each objective will be addressed by one or more communication selection

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Communication selections: television spots, radio spots, billboards, apps, t-shirts, social media

platforms, posters, brochures, postcards, magazine advertisements, gorilla marketing

initiatives, public service announcements, direct mail, press releases and press kits

Each selection should positively reinforce all others and the basic and message strategies

outlined in previous sections of the campaign

Time Frame: four months; May 2012 - August 2012

Placement patterns: methods and patterns of message distribution

Continuous: message runs every day

Social media, billboards, video, and the app will utilize a continuous pattern

Flighting: messages are intermittent throughout campaign duration

Television spots, radio spots, and magazine advertisements will utilize a flighting

pattern

Pulsing : messages use a combination of continuous and flighting patterns. This may mean

a message can run multiple times or not at all on a given day

1. Plan television ad #1

2. Produce television ad # 1

3. Run television ad # 1

4. Plan television ad # 2



7. Plan television ad # 3


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10. Plan press kit

11. Produce press kit

12. Run press kit

13. Plan press release # 1

14. Produce press release # 1

15. Run press release # 1










25. Plan blog # 1

26. Produce blog # 1

27. Run blog # 1

28. Plan blog # 2

29. Produce blog #2

30. Run blog # 2

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31. Plan blog # 2


33. Run blog # 3

34. Plan blog # 4


36. Run blog # 4

37. Plan blog # 5


39. Run blog # 5

40. Plan YouTube video # 1

41. Produce YouTube video # 1

42. Run YouTube video # 1











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58. Plan magazine ad # 1

59. Produce magazine ad # 1

60. Run magazine ad # 1

61. Plan magazine ad # 2

62. Produce magazine add # 2

63. Run magazine add # 2

64. Plan billboard # 1

65. Produce billboard # 1

66. Run billboard # 1

67. Plan billboard # 2

68. Produce billboard # 2

69. Run billboard # 2

70. Plan brochure # 1

71. Produce brochure # 1

72. Run brochure # 1

73. Plan poster # 1

74. Produce poster # 1

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75. Run poster # 1

76. Plan poster # 2

77. Produce poster # 2

78. Run poster # 2

79. Plan event invitation # 1

80. Produce event invitation # 1

81. Run event invitation # 1

82. Plan event invitation # 2

83. Produce event invitation # 2

84. Run event invitation # 2

85. Plan media invitation # 2

86. Produce media invitation # 2

87. Run media invitation # 2

88. Plan sponsor booklet #1

89. Produce sponsor booklet # 1

90. Run sponsor booklet # 1

91. Plan sponsor booklet # 2

92. Produce sponsor booklet # 2

93. Run sponsor booklet # 2

94. Plan t-shirt # 1

95. Produce t-shirt # 1

96. Run t-shirt # 1

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97. Plan t-shirt # 2

98. Produce t-shirt # 2

99. Run t-shirt # 2

100.Plan radio # 1

101.Produce radio # 1

102.Run radio # 1

103.Plan radio # 2


105.Run radio # 2

106.Plan radio # 3


108.Run radio # 3

109.Plan radio # 4


111.Run radio # 4

112.Plan radio # 5


114.Run radio # 5

115.Plan mobile app # 1

116.Produce mobile app # 1

117.Run mobile app # 1

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1 x x - - - - - - - - - - - - - -

2 - - x x - - - - - - - - - - - -

3 - - - - x x x x - - - - - - - -

4 - - - - x x - - - - - - - - - -

5 - - - - - - x x - - - - - - - -

6 - - - - - - - - x x x x - - - -

7 - - - - - - - - x x - - - - - -

8 - - - - - - - - - - x x - - - -

9 - - - - - - - - - - - - x x x x

10 x x - - - - - - - - - - - - - -

11 - - x x - - - - - - - - - - - -

12 - - - - x x x x x x x x x x x x

13 x - - - - - - - - - - - - - - -

14 - x - - - - - - - - - - - - - -

15 - - x x x x - - - - - - - - - -

16 - - - - x - - - - - - - - - - -

17 - - - - - x - - - - - - - - - -

18 - - - - - - x x x x - - - - - -

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BUDGET

The budget presents estimated costs and figures for the campaign

Two points of analysis

Budget figures

Cost benefit analysis

Budget Figures

Categories Unit Costs Total Cost

01. Administrative and staff salaries

(1) Thomas Syndram (Public Relations Specialist ) $3,500. /mo $14,000

(2) Bruce Kennedy (Account Executive) 1,800. /mo 7,200

(3) Kristen Syndram (Programs Director) 1,500. /mo 6,000

Subtotal: 27,200

02. Temporary or part time staff

(1) Michelle Ketcham (Day of Event Supervisor) $25. /hr $5,000

Subtotal: 5,000

03. Fringe benefits

(1) Thomas Syndram (10%) $350. /mo $1,400

(2) Bruce Kennedy (5%) 90. /mo 360

(3) Kristen Syndram (5%) 75. /mo 300

(4) Michelle Ketcham (2%) .5 /hr 100

Subtotal: 2,160

04. Contracted personal services

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(1) Ty Silzer (Graphic Design) $3,000 $3,000

(2) Sean Hagwell (Photography) 5,000 5,000

(3) Matt Blick (Videography) 3,000 3,000

(4) Joseph Roberts (Graphic Design) 1,500 1,500

Subtotal: 12,500

05. Production

(1) Typesetting $0.00 $0.00

(2) Printing (Direct Main, Fact Sheet, Posters) 0.00

(3) Duplication of sound tapes (radio 0.50 200

(4) Duplication of videotapes 0.50 300

Subtotal: 500

06. Media Budget

(1) Television (30 second commercial) $1,500 $30,000

(2) Radio 200 $5,000

(3) Magazine 2,000 4,000

(4) Blog 0.00 0.00

(5) Social Media 0.00 0.00

(6) Mobile App 1,000 1,000

(7) Billboard 1,000 10,000

(8) Press Kit 0.00 0.00

(9) Website 50 200

Subtotal: 50,200

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07. Traffic / distribution costs

(1) TV spot $200 $200

(2) Radio spot 100 100

(3) Direct mail 5,000 5,000

Subtotal: 5,300

08. Travel costs

(1) Hotel and air fare (for celebrities to attend event) $1,200 $12,000

(2) Per diem 100 1,000

Subtotal: 13,000

09. Communications costs

(1) Local phone service $200 /mo $800

(2) Air courier service 400 400

(3) Postage 300 300

Subtotal: 1,500

10. Supplies and materials

(1) Clerical $1,000 $1,000

Subtotal: 1,000

11. Capital equipment

(1) Audiovisual equipment $10,000 $10,000

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(2) Video production software 500 500

(3) Adobe creative suite 250 250

Subtotal: 10,750

13. Event

(1) Catering $5,000 $5,000

(2) Venue rental 2,500 2,500

(3) Audiovisual rental 5,000 5,000

(4) General event expenses 20,000 20,000

Subt

City Dance Public Relations Plan

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