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  • 1. Millersville University of Pennsylvania Public Relations Campaign Student Team ------------------------------------------------------------------------------------------------ Millersville University, Millersville Pennsylvania 17551 CONTACTS: Jessica McGowan (215) 208-4643 Amanda Reedy (610) 314-9023 ------------------------------------------------------------------------------------------------ PLAN BOOK MAY 14, 2013 JESSICA MCGOWAN AND AMANDA REEDY, Account Executives JESSICA MCGOWAN, Creative Director AMANDA REEDY, Media Planner JENNA GOULD, Social Media Director
  • 2. KELLY HESS, Research Director MATT HELLMANN, Copy Editor and Research Director A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 2
  • 3. ------------------------------------------------------------------------------------------------ TABLE OF CONTENTS ------------------------------------------------------------------------------------------------ PROMINENT PUBLIC RELATIONS PHILOSOPHY.................................................................... 3 EXECUTIVE SUMMARY......................................................................................................... 4 RESEARCH............................................................................................................................ 5 Situational Analysis................................................................................................. 6 Research Proposal..................................................................................................14 Fact Sheet...............................................................................................................19 PLANNING...........................................................................................................................20 Objectives & Strategies..........................................................................................21 COMMUNICATION...............................................................................................................25 Campaign Timetable..............................................................................................27 Campaign Budget...................................................................................................28 Pert-CPM............................................................................................................... 29 EVALUATION...................................................................................................................... 30 Evaluations & Recommendations..........................................................................31 REFERENCES.......................................................................................................................34 APPENDICES........................................................................................................................35 Appendix A: Publics Wheel...................................................................................36 Appendix B: IRB Response...................................................................................37 Appendix C: Camp Will Interview Consent Form................................................ 40 Appendix D: Camp Will Interview Questions.......................................................41 Appendix E: Signed Camp Will Interview Consent Form.................................... 42 Appendix F: Press Release.....................................................................................46 Appendix G: Flyer................................................................................................. 47 Appendix H: Online Calendar Example................................................................ 48 Appendix I: Facebook............................................................................................49 Appendix J: Twitter............................................................................................... 50 Appendix K: First Friday Handout........................................................................ 51 Appendix L: Event Photographs............................................................................52 Appendix M: Raffle Ticket....................................................................................54 Appendix N: Media List........................................................................................ 55 Appendix O: Team Calendar................................................................................. 56 Appendix P: TPSP Videos.....................................................................................58 TEAM MEMBER SUMMARY................................................................................................ 59 A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 3
  • 4. PROMINENT PUBLIC RELATIONS AGENCY Millersville University of Pennsylvania Public Relations Campaign Student Team ------------------------------------------------------------------------------------------------ Millersville University, Millersville Pennsylvania 17551 CONTACTS: Jessica McGowan (215) 208-4643 Amanda Reedy (610) 314-9023 ------------------------------------------------------------------------------------------------ Agency Philosophy AGENCY-CLIENT PHILOSOPHY: To our clients we promise to always go above and beyond any expectations. PRominent sets no limits in what we have done for you. We have gone to extraordinary measures to ensure that as our clients there is a solid campaign. Each client is treated as an individual and treated with respect. We strive to build an everlasting relationship with past, present, and future clients. ------------------------------------------------------------------------------------------------ INTRA-AGENCY PHILOSOPHY: PRominent engrained credibility and trustworthiness into one another. We believed building an internal relationship is the foundation of a truly effective long-term public relations effort. Effective communication flowed from an expert team with limitless talents. ------------------------------------------------------------------------------------------------ PRominent Public Relations consisted of five strong members. Individually all were capable of great things but together they formed a boundless powerhouse. McGowan and Reedy were the leaders who encouraged great work from their team. Working together was an easy flow for them, the team, and the client. The team produced practical ideas and formulating innovative campaigns for every client. The PRominent five brought together a talent that is unmatched by any other in a professional manner. Gould, Hess and Hellmann were the rest of the members of the team that covered everything from social media to research. All areas covered, PRominent Public Relations was the firm that remains immeasurable in possibilities. ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 4
  • 5. ------------------------------------------------------------------------------------------------ EXECUTIVE SUMMARY ------------------------------------------------------------------------------------------------ CLIENT The People’s Shakespeare Project (TPSP) FIXED TIME PERIOD This campaign is enclosed with both an opportunity and problem statement. The opportunity proposal was designed for a 3-month period that began February 15, 2013 and ran until April 14, 2013. OPPORTUNITY STATEMENT To increase attendance from 70 people in 2012 to 150 people at the second annual “Happy Birthday Shakespeare” fundraising event for TPSP. SUMMARY OF RESEARCH RESULTS: TPSP is a nonprofit organization that brings William Shakespeare’s work to the Lancaster area community through plays and camps. TARGET PUBLIC(S) The target publics for this campaign were both internal and external. The internal publics we wanted to target were Laura Howell, director, the board of directors, and The Keystone Art and Culture Center. The three internal publics were key to publicizing the event to reach the goal. The external publics that were concentrated on were previous donors, past attendees of Camp Will, and families. We planned to target educators and local dramatic artists. The external social media publics were Facebook friends, Twitter followers, and YouTube watchers. In effect this created hype for Happy Birthday Shakespeare and increased attendance at the event; we became involved in Lancaster City’s First Friday, which was held on April 5. We were interested in getting the attention of individuals in the Lancaster Area that attended Lancaster City’s First Friday Events. CAMPAIGN THEME “Happy Birthday Shakespeare” CAMPAIGN S.M.A.R.T. GOALS To increase attendance from 70 people who attended the first annual event in 2012 to 150 people at the second annual “Happy Birthday Shakespeare” fundraising event for TPSP by the day of the event, April 14, 2013. TIMELINE(S) February 15, 2013- April 14,2013 A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 5
  • 6. ----------------------------------------------------------------------------------------------------------------------------------------------- RESEARCH ----------------------------------------------------------------------------------------------------------------------------------------------- A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 6
  • 7. ------------------------------------------------------------------------------------------------ SITUATIONAL ANALYSIS ------------------------------------------------------------------------------------------------ CURRENT MESSAGE “Enlivening our community through performance and education” MISSIONS, VALUES, GOALS The People’s Shakespeare Project (TPSP) is a nonprofit organization 501(c) 3 founded in 2006. Its mission is committed to “foster a love of Shakespeare through performance and performance-based instruction.” TPSP also imparts the same love and appreciation to others of William Shakespeare. Its vision is to enrich the intellectual lives of students, audience, and participants through exploration of knowledge and insight gained by exposure to Shakespeare’s characters and plays. The values are the enactment of Shakespeare’s flawed characters developed by Shakespeare. The Project helps develop a deeper understanding of Shakespeare. Its goal is to reach audiences through Shakespeare’s works, texts, wisdoms, and plays. BACKGROUND Howell’s story and background of The People’s Shakespeare Project is a rather unique one. Howell was in a fortunate financial position. A member in her family had money to give her if she started a nonprofit. Howell thought about it and had done Shakespeare for years. The funding from the family member helped her financially with three to four years of The People’s Shakespeare Project. The People’s Shakespeare Project started because of her family member’s generosity. She loved working with students, and first worked with college students before opening the organization to everyone. The second year TPSP was open, Camp Will began. Howell developed a love for Shakespeare in 1997 when she worked at Lancaster Country Day. The students wanted to do a Shakespeare play, but disliking Shakespeare, Howell did not want to do it. At Lancaster Country Day School there was a garden and natural stage, and a library patio onto the garden stage. Howell realized they should do A Midsummer’s Night Dream outside in 2000. Howell started studying Shakespeare in Company at a school in Massachusetts. She loved it more and more and got totally immersed in it. She then went back to the school in Massachusetts and studied as an actor. She thought Shakespeare was a great challenge and the language was so powerful. She loved that children explored Shakespeare at an early age, because they did not know the language, and they were supposed to be afraid of it. CHALLENGES & SUCCESSES OF ORGANIZATIONAL ESTABLISHMENTS Developing The People’s Shakespeare Project had numerous challenges. One of the challenges the organization faced was the weather because of an outdoor theater. In A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 7
  • 8. addition, Camp Will did not have full enrollment for the first three or four years. The Organization had difficulty bringing audiences in, even for free performances. In addition, the marketing aspect of the business was difficult. On the other hand, The People’s Shakespeare Project had many successes. Howell loved that she could bring live music to the productions and added a twist to the organization. The People’s Shakespeare Project also did curtain call dance in their performances. This happened at the end of Shakespeare’s plays and no one else in Lancaster did that. Howell felt good about the caliber of work the organization did for the community. Howell thought that the organization location said a lot about it, since people often got confused and thought TPSP strictly supported college students. It was wonderful to be at Millersville University and TPSP received a ton of support. The outside was a huge factor because it was family friendly with a pond, ducks, geese, and people wanted to picnic. Executive Board, Staff, and Volunteers The board members of TPSP are Kyle Egan, Victor Capecce, Secretary/Treasurer, Bob Walker (past president), Mike Sladik, Daral Boles, Daniela Cicerrumm, and Barbra Smithgall. The number of volunteers fluctuate every year. SERVICES, PRODUCTS Howell, Executive Director and Artistic Director, offers teacher-training workshops on how to introduce Shakespeare into the classroom. Howell explains the introduction of Shakespeare and his language to middle and high school students. She directs specific explorations with a specific play. Howell’s comfort level has a wide range: she teaches from first grade through the senior citizen age group. Howell realizes that knowledge and insight were extremely empowering for students, when involved in a play. TPSP participates in Millersville University’s Four Corners Summer Arts Festival. This will entail a performance of Romeo and Juliet. In addition, the summer Shakespeare camp referred to as Camp Will, is scheduled for July 11-28, 2013, and open to middle school students. Camp Will involves 5th -9th graders at Dutcher Hall, in Millersville University. Last year, 14 students participated in Camp Will, and 100 audience members saw the production during the 2012 season. The project seeks volunteers in all vocations, which included fundraising, sewing, costuming, computer operating and technical support. Howell is resident artist with The PA Council on the Arts. FACILITIES, LOCATION TPSP holds Camp Will at Millersville University’s Dutcher Hall. In addition, it has a partnership with Franklin & Marshall College for rehearsal and performance purposes. REVENUE SOURCES TPSP receives grants through Project Stream and Artists in Education through the PA A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 8
  • 9. Council on the Arts. Money also comes from the Camp Will fee, which was $335 per person. Ticket sales from the Happy Birthday Shakespeare event also bring in revenue. PUBLICS: DONORS, SUPPORTERS, AND PARTNERS The major donor of the second annual Happy Birthday Shakespeare event is Mr. Jonas B. Kauffman, Financial Advisor of Ameriprise Financial. The supporters of the event are Victor Cappecce, Secretary and Treasurer of TPSP. Cappecce is also an Assistant Professor of Communication at Millersville University, and actively involved with Dutcher Theatre on Millersville’s campus. Additional partners include the PA Council on the Arts and Franklin & Marshall College. FAMILIES The families of the children aged 10-15 (5th-9th grade) are involved in TPSP whether it is transportation or financial support. Also, events were considered “family friendly” in nature. Families, mostly parents and grandparents may encourage their children to become involved in this organization because they think it is a good cause. They may also perceive it as a great, safe, educational outlet for their children. Families may encourage their children by having them attend each practice, work well with others, and having them practice at home. Families come to the summer shows that are free and take place outside. The children can play by the pond and feed the ducks. The families can relax by the pond and enjoy nature and Shakespeare plays. EDUCATIONAL OUTREACH Howell has taught many different workshops at many different schools, theatres and organizations. She is very comfortable working with all ages having taught first graders through senior citizens. Examples: Teacher training workshops: how to introduce Shakespeare in the classroom, introduction of Shakespeare and his language to middle and high school students, or specific explorations with a specific play. PUBLIC PROFILE Helen was a 65-year-old Lancaster City resident. She lived in the city for the past 40 years and was well connected to the community. Since her retirement, she took to spending her time and money working with nonprofits that benefited the arts, specifically acting and performing arts. Having acted when she was younger, Helen saw the value in theater and believed that with the right exposure others could enjoy it just as much as she had throughout her life. Therefore, she chose to help support TPSP by attending not just the summer show but also attended “Happy Birthday Shakespeare” with additional donations throughout the year. SWOT ANALYSIS STRENGTHS A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 9
  • 10. The second annual event was held in Lancaster, Pennsylvania at the Keystone Art and Culture Center, 420 Pearl Street, Lancaster, PA 17603. The evening included refreshments and entertainment. The arts center was accustomed to hosting such events, and had a capacity of 200-250 seats. There was a website for purchasing tickets in advance that had been established through the Keystone Art and Culture Center. People purchased tickets by mail. On the day of the event, there was a performance that lasted 35 minutes performed by 5th -9th graders. A donor contributed $500 to this year’s party. The organization partnered with Four Corners Art Festival so it supported the event as well. The board members of TPSP contributed the food for the birthday event. Happy Birthday Shakespeare was promoted through fliers at First Friday on April 5. WEAKNESS Only 70 people attended Happy Birthday Shakespeare last year. The event was during prime dinner hours so less people attended this event. We were on a tight $500 budget for Happy Birthday Shakespeare. Paying for parking in Lancaster City for Happy Birthday Shakespeare and the First Friday promo was a problem for participants and people attending. It was hard to find wealthy guests to attend Happy Birthday Shakespeare or if guests decided to donate money during this event. April was a rainy month and if it rained during First Friday many people would not to go. OPPORTUNITIES Howell had Millersville University help support Happy Birthday Shakespeare. There was a raffle at the Happy Birthday Shakespeare where attendees won tickets to performances held at the Dutch Apple Dinner Theatre and the Ware Center, in Downtown Lancaster. THREATS The economy and weather were proposed factors in the success of the event. April performances within high schools competed with this fundraising event. Pre-purchased tickets ($15/students, $25/adults) at a reduced price were extremely important to the success of the event. ------------------------------------------------------------------------------------------------ TRENDS IN THE INDUSTRY/FIELD In the article, Web Communication can help Theaters Attract and Keep Younger Audiences, researchers Turrini, Soscia & Maulini (2012) compared the profile of tech savvy spectators (audiences who use a theater’s website) to the profile of a general audience. The researchers were interested in whether the web is considered an effective tool to communicate with regular spectators or reinforce participation of different segments within the audience. According to background research in the article, the rate of attendance at performing arts events has been steadily declining since 1982. The largest declines were evident in younger audiences ages 18-47. Today, performing arts institutions have reacted to the decline in audience participation. As stated in the article, A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 10
  • 11. “Most performing arts institutions have reacted to the problem of a graying and never- changing arts audience by heavily using communication and marketing tools more akin to their audience development strategies” (p. 475). Many performing arts institutions consider the web to be a marketing and communication tool aimed to do the following: “improve the organizational responsiveness of nonprofit organizations in the arts toward different core stakeholders, to cope with competition arising from for-profit companies entering sectors previously dominated by government agencies and nonprofits, to withstand the traditional competition among third sector organizations in the fundraising or volunteers market and to increase their identity and reputation among the general public” (p. 475). Performing arts organizations have focused on the Internet as a communication tool to retain and broaden audiences. Online tactics of performing arts organizations aim to provide the audience with information pertaining to programs, enable transactions including online ticket purchases, donations, gift shops, e-fundraising and two-way communication between the organization and its audiences. Turrini et al., (2012) concluded that web tools are an effective method of attracting and retaining audiences compared to traditional methods including direct marketing. Moreover, the availability of an organization website, e-newsletter and online ticketing emphasize a sense of community and belongingness. In addition, the web can be used as a tool to inform “inexpert drama lovers” or people who fish around for different performing arts events such as drama, opera and theaters. Inexpert drama lovers are more likely to utilize the web to obtain information on an event and purchase tickets. Turrini et al., recommend theaters advertise and promote events online to attract both tech-savvy and the inexpert drama lover audiences. Turrini, A., Soscia, I., & Maulini, A. (2012). Web communication can help theaters attract and keep younger audiences. International Journal of Cultural Policy, 18(4), 474-485. COMPETITIVE ANALYSIS Two organizations located in Lancaster, PA, are possible competitors of TPSP. The organizations include West End Shakespeare Company and The Theater of the Seventh Sister. The West End Shakespeare Company is located at 125 North Pine Street, Lancaster, PA. The company has a Facebook page but no official website. West End Shakespeare Company is comprised of children who are home-schooled and works in conjunction with the Lancaster Academy of Performing Arts. The company offers home-schooled children the opportunity to perform in orchestras, choirs and theater. In the summer, children are offered a Broadway music camp. Director Leslie Bustard, a resident of Lancaster City’s West end, home schools children and wants to introduce them to Shakespeare. According to Bustard, the program is not just an introduction to Shakespeare, but an exposure to performance as well. Holahan, J. (2012, September 20). Lovers and laborers, enchanted in the forest westend A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 11
  • 12. shakespeare co. offers 'a midsummer night's dream'. Lancaster Online. Retrieved from http://lancasteronline.com/article/local/739758_Lovers-and-laborers-- enchanted-in-the-forest-West-End-Shakespeare-Co--offers--A-Midsummer- Night-s-Dream-.html The Theater of the Seventh Sister was located at the Stahr Performing Arts Center at 438 North Queen Street, Lancaster, PA 17603. As stated on the organization’s website, its mission is to, “produce professional theater: classics, new and contemporary plays, experimental theatrical forms, education, and outreach programs. It is a fusion of professional artists whose mission is to speak to an increasingly diverse and multi- cultural community. It believes that theater is a vehicle for spiritual, emotional, and social sharing. It is known as a medium that enriches and enlivens our perceptions of our place and ourselves in time and affirms theater as an integral part of the human experience. Theater of the Seventh Sister is dedicated to ever-growing artistic quality, to mutual support of each artist, and to humane, non-exploitative management of the company.” In 2012, the Theater of the Seventh Sister offered a Shakespeare Camp for teens which ran from June 25-July 29. Cost of the camp was $600 per person. The Shakespeare summer camp for teens is a four-week hands on theater experience. Professionals guide students in many elements of production from vocal coaching, stage presence, and acting. The camp is open to students, ages 12-18 years. Currently, the camp is being put on hold for 2013, until an alternative rehearsal location can be found. http://seventhsister.com/?page_id=49 REGULATORY/LEGISLATIVE ISSUES THAT MIGHT IMPACT Two pieces of proposed legislation in Pennsylvania could potentially impact the client. The first piece of legislation pertains to a fiscal code amendment that would require nonprofit providers to disclose the pay of top executives. Under the proposed amendment, The Department of Public Welfare would be required to obtain data from nonprofits. The department would be required to document executive pay and pay of top employees, association dues and administrative costs. In addition, the fiscal code would not set limitations on pay but rather use reporting in developing practices for nonprofits. Boehm, E. (2012, June 26). Fiscal code amendment would require nonprofit providers to disclose pay of top execs. Retrieved from http://paindependent.com/2012/06/pa- fiscal-code-amendment-would-require-nonprofit-providers-to-disclose-pay-of- top-execs/ The second piece of legislation relates to cities’ challenging nonprofits’ tax- exempt status. A ruling by the Pennsylvania Supreme Court could permit cities to challenge tax -exempt status of nonprofits. The ruling is based around an Orthodox Jewish School’s summer camp, in which the court found that the school’s property was taxable. As a result, the criteria for deciding what constitutes a charity in Pennsylvania changed. The new ruling would restore criteria for charity status. Davies, D. (2012, May 3). Pa supremes open door for cities to challenge nonprofits' non exempt status. Retrieved from http://www.keystonepolitics.com/2012/05/pa- A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 12
  • 13. supremes-open-door-for-cities-to-challenge-non-profits-tax-exempt-status/ COMMUNITY TRENDS Lancaster City has 125 art venues ranging from the visual arts to performing arts. The City also celebrates the arts with First Fridays. The first Friday of every month in Downtown Lancaster welcomes local artists on to the streets and into the galleries that are throughout the city. http://www.lancasterarts.com/index.asp Mayor Gray, Mayor of Lancaster City- “We also must continue with our commitment to enhance and sustain the arts in Lancaster. Part of what makes our City a vibrant place to live is that we have many opportunities to appreciate art, music and theater. Tourists and residents alike enjoy this important community resource.” http://www.cityoflancasterpa.com/lancastercity/cwp/view.asp?q=615604 States that have high-attendance in the performing arts are Virginia, Maryland, Illinois, New York, and Pennsylvania. Approximately one percent of residents in each of these states attend the performing arts each day. People’s attendance is positively correlated with education and when people have access to performing arts organizations and museums within their community. Where poverty exists within states there is a negative correlation with attendance to arts performances. http://www.nea.gov/research/Notes/106.pdf PAST/CURRENT PUBLIC RELATIONS/MARKETING/ADVERTISING ANALYSIS TPSP currently has a Facebook page and Twitter account. Its Facebook page consists of 10 people talking about it and 122 likes. Likewise, its Twitter account has two tweets, 56 followers and is following 8. In regard to publicity, it sends press releases to Fly Magazine, Patriot News, York Dispatch, Reading Eagle, Elizabethtown College, Engle Online, ABC27 and activities directors at Willow Valley Retirement communities, Homestead Village and Masonic Village. Our team is currently working on a Youtube channel that will be directly linked to the client’s website and will feature snippets of various performances to appeal to visual audiences. Upon searching for TPSP, the following was found in regard to its publicity efforts: • A calendar listing on Lancaster Online Peoples Shakespeare Project: Julius Caesar Friday, Jul 20, 2012 7:30pm Club De'Ville at Millersville University Millersville, PA As part of Millersville's Four Corners Summer Arts Festival, TPSP will perform "Julius Caesar," the classic tragedy of murder and intrigue in a contemporary setting, on the shores of the Swan Pond on July 20 at 7:30 p.m. Additional performances will be held A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 13
  • 14. on July 21 and July 22, 2013 at 7:30 p.m. Ticket Information: This event is free and open to the public. • http://calendar.lancasteronline.com/millersville_pa/events/show/270592445- peoples-shakespeare-project-julius-caesar • A Youtube clip from July 27, 2012 https://www.youtube.com/watch?v=1-w3pgYnC0I Julius Caesar at Millersville Four Corners Summer Arts Festival FOR CALENDAR LISTINGS: TPSP will celebrate Shakespeare’s 449th birthday on Sunday, April 14, 4:00-6:30pm, at Keystone Art and Culture Center (420 Pearl Street, Lancaster, PA 17603). This friend and fundraiser, benefitting TPSP, features a performance of “Dancing with the Sonnets” – 22 of Shakespeare’s sonnets recited and choreographed to an original violin score. Food and drink and birthday treats will be in abundance. • Price: $25/adult and $15/student (purchased in advance) $30/adult and $20/student (day of event) • Tickets may be purchased by mailing check to: The People’s Shakespeare Project P.O. Box 8873 Lancaster, PA 17604 Or purchasing online through PayPal: www.KeystoneArt.org 25 ONLINE CALENDARS - Lancaster Area, include: • Susquehanna Style • WGAL News • Downtown Lancaster • Lancaster Online • PaDutch Country • WITF • Fig Lancaster • Millersville University • ajohnson.eph@lnpnews.com • bbryan@abc27.com • carol.mummart@cumulus.com • community@yorkdispatch.com • dsmith@sabvi.com • editor@etown.edu • entertainment@readingeagle.com • es@trinitylancaster.org A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 14
  • 15. • etownchronicle@embarqmail.com • goguide@mcall.com • jreinert@lnpnews.com • kdaminger@lnpnews.com • mlong@lnpnews.com • news@engleonline.com • pstauffer@lancasterseminary.edu • weekendlistings@event-source.com whatsdoing@lnpnews.com A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 15
  • 16. ----------------------------------------------------------------------------------------------- RESEARCH PROPOSAL ------------------------------------------------------------------------------------------------ THE OVERALL GOAL OF THIS CAMPAIGN IS: 1. To be better informed of the trends of the arts in Lancaster and of William Shakespeare; thus, to better target our audience for the fundraising event PROBLEM STATEMENT TPSP was a nonprofit organization that brought the works of William Shakespeare to the Lancaster Area community. They had a low amount of attendance at last years fundraising event, which helped fund the annual summer plays and the Camp Will summer camp programs. With social media and online calendars, along with other interactions in three months of publicity, in order to have an opportunity to have its attendance higher than the previous year’s. (The sheet has a totally different problem statement, I will type it in, see which one you want) Increased attendance from last years 70 people to 150 people at the second annual “Happy Birthday Shakespeare” event for TPSP. SUCCESS INDICATOR GOALS Research was a success based off of the number of people in attendance at the “Happy Birthday Shakespeare” event. ------------------------------------------------------------------------------------------------ RESEARCH STRATEGIES METHODOLOGY The method of research was data collection through interview. The group was determined by respondents to an email sent by Howell to Camp Will attendees from 2008-2012. This was considered qualitative research method. There were 14 students involved in the Camp Will performance last summer. The children that attended Camp Will were our data. At this point there are nine kids registered. The maximum enrollment was 14. TPSP was hopeful that more kids enrolled for Camp Will. There was no selection for Camp Will, it was first come first serve. METHODS The advantages used in this method of data collection included the ability to screen a large amount of people quickly. It was an inexpensive method and required little effort by the questioner. Respondents read their questions by the interviewer and therefore answers were not limited to their reading ability. It was a structured interview, with the questions being presented in the same order. The interviews were structured and used predetermined questions. Questions were both qualitative, using open-ended questions with varying responses and quantitative, using A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 16
  • 17. yes/no answer. (?) Do not know what Jenna’s notes meant. Respondents volunteered, and results were limited due to a lack of respondents. Further, the use of only one date for interviews further limited participation due to scheduling conflicts with respondents. The research topic discussed was Camp Will experiences. Answers had a social desirability bias due to the knowledge that footage will be used in a video used to promote Camp Will. HISTORY The first annual “Happy Birthday Shakespeare” event only had 70 people in attendance. The goal for the second annual fundraising event, scheduled on Sunday, April 14, 2013, is to have 150 people in attendance. The purpose of the event is to introduce the public to TPSP, and to enjoy an original performance of Shakespeare’s sonnets. One of the goals for the event was to raise money for the organization, its camp and its performances. Howell, Executive Director and Artistic Director of TPSP wanted 150 people in attendance. The “Happy Birthday Shakespeare” events raised money for the organization and the camps it puts on in the summer. (I feel that this is repetitive) The board members for TPSP are, Kyle Egan, Victor Capecce, Secreteary/Treasurer, Bob Walker (past president), Mike Sladik, Daral Boles, Daniela Cicerrumm, and Barbara Smithgall PORTRAYED IDENTITY The People’s Shakespeare Project was committed to help foster a love of Shakespeare through performance and performance-based instruction. TPSP was a non-profit organization that focused on Shakespeare. The logo consisted of a green globe that portrayed Shakespeare’s globe theatre along with the title The People’s Shakespeare Project, emphasizing the overall idea of Shakespeare. Jessica Hill finalized the logo with the help of Howell’s creative ideas. The website was filled with information for a better understanding of who TPSP is and what TPSP did as an organization. It hits all the necessary sections for a person to understand what the People’s Shakespeare Project had to offer. It gave details about upcoming events, ways to get involved and reveals photos from past events (http://peoplesshakespeareproject.org). The media list consisted of people/places that have developed over time from building relationships with the organization. (See Appendix N) TPSP used this list to contact to help promote what the organization was doing at the time. Social media was used to interact with fans of our organization. TPSP used these platforms to keep people updated in what we were doing in a simple and costless way. These places allowed us to continuously remind people of what was going on in our world like upcoming events, auditions and camps. TPSP also used online calendars in the A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 17
  • 18. local area to hit a wide variety of audiences (see Appendix H-J). • Facebook Page • Facebook Group • Twitter • YouTube • Online Calendar Different events called for different forms of promotion. TPSP used multiple forms of print media that relayed the events to the public. TPSP had a brochure that was used to inform parents about Camp Will in the summer. TPSP used press releases and flyers to promote Shakespeare’s birthday party. Flyers were distributed around the local area and TPSP personally passed quarter sheet flyers out during first Friday in downtown Lancaster. (See Appendix K) • Brochures • Press Release • Flyers Board meetings were held once every other month to discuss the overall plans for a certain event that was being held. It took place at Howell, founder of the People’s Shakespeare Projects, house with the members of the board. MISSIONS, VALUES, GOALS TPSP is a nonprofit organization founded in 2006. Its mission is committed to “foster a love of Shakespeare through performance and performance-based instruction.” TPSP also imparts the same love and appreciation to others of William Shakespeare. Its vision is to enrich the intellectual lives of students, audience, and participants through exploration of knowledge and insight gained by exposure to Shakespeare’s characters and plays. The values are the enactment of Shakespeare’s flawed characters developed by Shakespeare. The Project helps develop a deeper understanding of Shakespeare. Its goal is to reach audiences through Shakespeare’s works, texts, wisdoms, and plays. CONNECTIONS TO COURSE CONCEPTS AND READINGS Our client was connected to a course reading pertaining to the arts. According to the article, Placing the Arts at the Heart of the Creative Campus, a creative campus placed the arts at the center of academic life. TPSP had strong ties with Franklin & Marshall College. College students at the school are engaged in the arts serving as choreographers to younger students in the program. The article stated that younger individuals are not attending art events, but instead pursuing other interests. A goal for TPSP was to increase attendance at Shakespeare’s birthday party held in April. One of the main focuses was to target local college audiences to attend and become involved with the event. Last year, A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 18
  • 19. the event primarily targeted a 50+ crowd. The article stated that institutions are organized around different belief systems. To demonstrate, the arts value novelty, emotion and place emphasis on the process of creativity. On the other hand, higher education valued scientific rationality and dismissed self-expression. TPSP worked directly with Millersville University in the summer. With this being said, the belief systems of the organization as well as the university were explored further. While it appears that both the client and university had a positive relationship, the belief dimension was a new aspect to explore. The article outlined ways in which the arts trigger critical learning. Art tends to draw on multiple areas of intelligence, which allowed individuals to make connections and possess higher order thinking. Shakespeare’s birthday event had an educational aspect in which a timeline of his life was displayed for guests. Our team had suggested interactive, educational methods of engaging guests at the event including a short interview clip with members of the Shakespeare Project. It was important to be aware of and engage multiple areas of intelligence. Brown, A. S., & Tepper, S. J. (2012). Placing the arts at the heart of the creative campus. Association of performing art presenters, 1-26. A public relations theory that related to TPSP was agenda setting. This theory was important because it made us think what information was important for the media to maintain and gain our audience. It also made us consider how powerful the media was on gaining positive feedback for the organization. This theory also made us ponder what if people are not exposed to the same media? How will our message get out? Will it get out effectively and efficiently, or do we have to use more media outlets so the same information gets out to other people. For the relationship component theory, the theory of commitment related to our client. TPSP thought The PA Council on the Arts, Millersville, and Franklin & Marshall were great supporters of their organization. Just how the Millersville University Public Relations students were committed to TPSP. Therefore, working together accomplished a lot. INTERVIEW SCHEDULE AND GUIDE: See Appendix A-E ----------------------------------------------------------------------------------------------- RESEARCH QUESTIONS Previous attendees of Camp Will were positively affected by their experience and were willing to share their opinions during a videotaped interview. Most answers were favorable due to the fact that a concerted effort was made to attend the filming of the interviews. Any negative feedback was recorded both in taped and written text. The answers were the property of TPSP, and even negative comments can A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 19
  • 20. be used to improve future camps. The video was edited at the discretion of TPSP and Prominent to portray a positive image for Camp Will. • Answers regarding how campers were made aware of the camp (1) allowed TPSP to better market the camp. Due to the ages of the campers, Grades 5-9, the most probable answer was involved of an adult including family members and educators. By evaluating involved school districts, TPSP was better able to evaluate underserved school districts. • Regarding returning campers (2) and (3), the answer varied, but helped TPSP to view the needs and interest level of the campers. • In answer to campers who attended with a friend (4), most campers who were interested in acting, “The Arts” was outgoing and able to attend without a support system. Using this question on future Camp Will registration form allowed TPSP to evaluate their campaign to introduce to the Camp. • The number of children had previous exposure to acting was high (5). Due to the cost and time commitment, few families supported such an endeavor without previous interest. • The best and worst things about camp (6) and (7), varied although because of the personalities involved, the best was the performance, and the worst varied according to age and interest level. • In response to continued interest in Shakespeare (8), most students would continue interested, but their interest level was affected by age. • Regarding time and cost of camp (9) and (10), few campers had an opinion about cost, unless they were repeating information of parents. Many children were serious about acting and “The Arts” were supported, much like their counterparts in sports. The cost of the camp was not out of line in comparison to these types of camps. The length of the camp day was long for younger campers, and interfered with other endeavors for older campers with varied interest. Due to the personalities of children involved in acting, and the fact that all children interviewed had already participated in at least one production at Camp Will, it was anticipated that interviewees were not be nervous with the interview process. They were candid and not nervous by the use of video equipment. Further, the fact that the interview took place in the same theater as their summer production, and the presence of the camp director, Howell helped to ease the process. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 20
  • 21. ------------------------------------------------------------------------------------------------ FACT SHEET ------------------------------------------------------------------------------------------------ The People’s Shakespeare Project Fact Sheet MISSION: It was committed to the “foster a love of Shakespeare through performance and performance-based instruction.” TPSP also imparted the same love and appreciation to others of William Shakespeare. LEADERSHIP: Howell was the Executive Director and Artistic Director of The People’s Shakespeare Project. Her board members were Kyle Egan, Victor Capecce, Secretary/Treasurer, Bob Walker, (past president), Mike Sladik, Daral Boles, Daniela Cicerrumm, and Barbra Smithgall. LOCATION: The People’s Shakespeare Project facilities where Camp Will was held every year is Dutcher Hall. They also had a partnership with Franklin & Marshall College for rehearsal and practice purposes. SERVICES: Howell offered teacher-training workshops on how to introduce Shakespeare into the classroom. She also explained the introduction of Shakespeare and his language to middle school and high school students. Howell taught from first grade through senior citizen age group. PRODUCTS: TPSP’s current project was participating in Four Corners Summer Arts Festival. This entailed a performance of Romeo and Juliet. There was also the summer Shakespeare camp called, Camp Will, which was scheduled for July 9-26. This was open to middle school students’ 5th -9th graders at Dutcher Hall. HISTORY: TPSP was established in 2006. It is a nonprofit 501 (c) 3 tax-deductible organization. REVENUE SOURCES: It received grants through Project Stream and Artists in Education through the PA Council on the Arts. Money also came from the Camp Will fee, which is $335. Ticket sales from the event Happy Birthday Shakespeare also brought in revenue. DONORS: The major donor for the second annual Happy Birthday Shakespeare event was Mr. Jonas B. Kauffman, Financial Advisor of Ameriprise Financial. PARTNERS: Additional partners included the PA Council on the Arts and Franklin & Marshall College. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 21
  • 22. ----------------------------------------------------------------------------------------------------------------------------------------------- PLANNING ----------------------------------------------------------------------------------------------------------------------------------------------- A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 22
  • 23. ------------------------------------------------------------------------------------------------ OBJECTIVES & STRATEGIES ------------------------------------------------------------------------------------------------ THE OVERALL GOAL OF THIS CAMPAIGN IS: 1. To increase attended to the event by 53%, from 70 people in attendance to 150 people. a. Our campaign theme was “Happy Birthday, Shakespeare.” Since the basis of the campaign was an event celebrating Shakespeare’s birthday, we thought it would be fun to integrate Shakespeare quotes that related to aging and birthdays. Some of Shakespeare’s famous age-related quotes included, “With Mirth and Laughter let old Wrinkles Come” and “To me, Fair Friend, you can Never be old KEY PUBLICS & AUDIENCE SEGMENTATION 1. Social Networks included already existing members of Facebook and Twitter Audience of TPSP, and aware of TPSP home page. Age - Range from approx. 12-65+ Education- Range from Middle School, high school, college and graduate degrees Income – Upper middle-income families Gender – Male and female Occupation – Varied, although most would possess an interest in The Arts and or education Family size- More than likely 1-5 Religion – varied Language – English speaking These individuals were aware of local causes and organizations. They were interested in family activities and fundraising activities. They were also interested in expanding the education of their and other children. They were interested in volunteerism and be advocates of positive causes with a history of charitable donations. Interest level was high due to their previous interest in TPSP, attendance was moderate due to prior commitments. 2. Use of First Friday as a Performance based preview Age – Range from young adult to middle age, with the exception of friends of the middle School performers. Education – College and graduate degrees Gender – Male and female Occupation – students, primarily college and upwardly mobile young professionals. Time frame (early April) allows for good weather, which A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 23
  • 24. increases attendance. Location – Many within walking distance of Lancaster City, including those who work within the City Family size – 1-2 Religion- Varied Language – English These individuals were aware of local causes, especially The Arts due to the number of galleries within the City. They were aware and active in the community both through charitable organizations and through donations. Interest level were low to moderate due to the numbers of venues and exhibitions during First Friday. The Performance served as an excellent source of outreach and discovery for TPSP and Camp Will. Attendance in the upcoming event rated as low, but interest level in the programs were moderate. 3. Local Dramatic Artists Age – Adults Gender – Male and female Education – College and beyond Language – English Occupation – Employed, many in the Arts Most local dramatic actors were employed through The Fulton Theater, The Dutch Apple Dinner Theater, Sight and Sound, The American Music Theater, Rainbow Dinner Theater, and Children’s Productions such as The Whole in the Wall Puppet Theater. Most were interested in the preservation of theater within the community and were committed to The Arts through donation of time and money. Attendance was a problem due to previous commitments. Actors were current residents of the city due to performance, but not necessarily permanent residents. Interest was high; attendance was expected to be low to moderate. 4. Past Attendees of Camp Will Age – Middle School through High School Gender- primarily female (judging from past Camps) Since campers are primarily Grades 5-9, they would be unable to drive. Therefore, parents are an integral part of facilitating their participation in the program. The fact that the Camp is $335 puts family incomes at a high middle-income level to allow for such participation. Interest levels are The Arts, especially performance based. Both interest and attendance would be moderate to high. 5. Donors Age- 35-65 Income - $70,000 Corporate and Individual History of charitable donations Position on various Board of Directors within the community Donors had an interest in the community, based on their history of donations. This year A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 24
  • 25. 2013 was more difficult due to personal and business economic trends and lack of funding in other key areas within the community, who reach out for donations. They were strong advocates of the Community and possessed interest and knowledge of the endeavors of the organization. Many were long-time residents of Lancaster, PA and had an interest in both education and The Arts. While not interested in attending the actual event, they were interested in a monetary donation. Currently tax laws were changing within the United States, therefore it was important to highlight the fact that TPSP was a nonprofit 502 (c)3 organization. Interest was moderate to high, attendance moderate, donations moderate. 6. Educators Age- 25 -65 Income- Middle to upper middle, and high income Marital Status- married and single, although those households without children allow time for exploration of additional resources within the community There were sixteen school districts within Lancaster County. All high schools had dramatic and musical productions. All included Shakespeare in their curriculum. Franklin and Marshall College, Millersville University and Elizabethtown College had English departments all of which had interest in the program. Interest levels and expected attendance were high. High school and middle school teachers were also be able to identify future campers and interested students of Shakespeare as a target. 7. Boards of Directors Age- 30-65 Education- College and beyond Gender – Male and female Occupation – Business owners, business professionals Currently, the Board of Directors at Keystone Art and Culture Center where the fundraiser took place, and PA Council of the Arts that writes grants previously received by TPSP was made aware of the event. Additionally, The Fulton Theater Board of Trustees, various local organizations through the Lancaster Chamber of Commerce. Members of such organizations were highly likely to attend and possess an interest in TPSP fundraising and activities. They were moderately to very active within the community, and are knowledgeable of the steps necessary to make such activities successful. They possessed a history of volunteerism and charitable giving. They were current residents of Lancaster County, PA, which estimated at 524,000. THEORY The Agenda Setting Theory is what the media tells us to think about and what we judge as important. It shows us how powerful the media is and the effects of people not being exposed to the media versus people that are exposed to the media. The people who do not have a computer or the Internet cannot see the Facebook account, Twitter, or TPSP A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 25
  • 26. website to see new events, and news. They also would not get to see the YouTube clips of the dance, Camp Will children interviews, and interviews with Laura and the choreographer. The people without this social media would not be interested or as interested in TPSP. They would probably not come to events or donate. Media framing is a way to shape attitudes and choices. Some issues could be selection, emphasis, and exclusion. Questions would be connected with does media reflect reality or does it shape reality? This theory assumes that people are passive. TPSP should design persuasive messages on issues like the arts in schools. How this theory relates with TPSP is the media reflects the reality and also shapes it. People who do not use social media, or have a computer/Internet would not be as likely to find out about TPSP as easily. They could find out about it how we handed out flyers for Happy Birthday Shakespeare at First Friday. Those people could also find out through flyers hanging around the community. They would not get the same amount of awareness as people with the Internet and social media. Press Agency/Publicity theory uses persuasion and manipulation to influence the audiences to behave as the organization desires. TPSP relates to this theory by persuading people to come to Shakespeare’s Birthday party. People have the ability to win free tickets to performances at the Ware Center and the Dutch Apple Theater. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 26
  • 27. ----------------------------------------------------------------------------------------------------------------------------------------------- COMMUNICATION ----------------------------------------------------------------------------------------------------------------------------------------------- A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 27
  • 28. CAMPAIGN OBJECTIVES 1. To have 150 people attend the second annual “Happy Birthday Shakespeare” fundraising event for TPSP on April 14, 2013. STRATEGIES After meeting with Howell, founder of the People’s Shakespeare Project, and discussing the goals and objectives for our agency, we came up with strategies that would best implement our plan. Strategy one: Promote the event, Happy Birthday Shakespeare, through online networking sites. a. Attract attention to the event by utilizing social media sites such as Facebook. b. Promote the event using free online calendars for public viewing. Strategy two: Attract the audience through design of print media. a. Display fliers around the Lancaster area throughout the time frame of the campaign. b. Distribute quarter sheet fliers during first Friday. TACTICS 1. Attract attention to the event using a Facebook Event along with other free online calendars for public viewing from February 15, 2013 to April 14, 2013. 2. Display fliers around the Lancaster Area from February 27, 2013 to April 14, 2013. 3. Attract attention at Lancaster City’s First Friday April 5, 2013, with a short preview of the dancing that will be performed at the event. MESSAGE STRATEGY STATEMENT “Happy Birthday Shakespeare” TACTICAL STRATEGIES We utilized social networking including Twitter and Facebook, YouTube, fliers, and preview events to increase attendance at the TPSP second annual fundraising event. In addition, we used free online calendars to generate awareness of the fundraising event. One non-social media outlet we used was uniquely created posters. We suggested a preview performance at First Friday in April, but handed out fliers promoting the event instead. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 28
  • 29. ------------------------------------------------------------------------------------------------ CAMPAIGN TIMETABLE ------------------------------------------------------------------------------------------------ This timeline was meant to show the tactics proposed for Happy Birthday Shakespeare”, and the order in which they were completed during the campaign running from February 15, 2013 to April 14, 2013. The use of Social Media included Twitter, Facebook and Youtube, and the use of online calendars and fliers highlighting the fundraising event were ongoing beginning with the representation of the letter X. A continuation of the tactic was represented by a dash. Feb 15 Feb 16 Feb 17 Feb 18 Feb 19 Feb 20 Feb 21 Feb 22 Feb 23 Feb 24 Feb 25 Feb 26 Feb 27 Feb 28 Facebook X----------------------------------------------------------------------------------------------------------------------------X (Twitter/YouTube) Calendars X----------------------------------------------------------------------------------------------------------------------------X Fliers X------------ Mar 1 Mar 2 Mar 3 Mar 4 Mar 5 Mar 6 Mar 7 Mar 8 Mar 9 Mar 10 Mar 11 Mar 12 Mar 13 Mar 14 Mar 15 Facebook X------------------------------------------------------------------------------------------------------------------------------X (Twitter/YouTube) Calendars X------------------------------------------------------------------------------------------------------------------------------X Fliers ------------------------------------------------------------------------------------------------------------------------------ Mar 16 Mar 17 Mar 18 Mar 19 Mar 20 Mar 21 Mar 22 Mar 23 Mar 24 Mar 25 Mar 26 Mar 27 Mar 28 Mar 29 Mar 30 Mar 31 Facebook X-----------------------------------------------------------------------------------------------------------------------------------------X (Twitter/YouTube) Calendars X----------------------------------------------------------------------------------------------------------------------------------------X Fliers -------------------------------------------------------------------------------------------------------------------------------------------- Apr 1 Apr 2 Apr 3 Apr 4 Apr 5 Apr 6 Apr 7 Apr 8 Apr 9 Apr 10 Apr 11 Apr 12 Apr 13 Apr 14 Facebook X------------------------------------------------------------------------------------------------------X Calendars X----------------------------------------------------------------------------------------------------- X Fliers --------------------------------------------------------------------------------------------------------X First Friday X “Happy Birthday Shakespeare” Event X A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 29
  • 30. ------------------------------------------------------------------------------------------------ CAMPAIGN BUDGET ------------------------------------------------------------------------------------------------ The section below described the total cost of all the tactics that were employed during the campaign. The Program costs represented the amount of the budget that was spent on the planned activities or tactics. The Administrative Costs amounted to the portion of the budget that was spent to facilitate those tactics. The total costs reflected that addition of the Program Costs plus the Administrative Costs. Narrative Budget by Activities Program Costs Administrative Costs Total Costs Plan Activity Facebook $0 $0 Twitter $0 $0 Youtube $0 $0 Calendar Listings $0 $0 Fliers $0 $35 Raffles $0 $0 Camp Will (video at event) $0 $0 Cupcakes/coffee (donated by George St. Café) $0 $0 Musician $50 $0 Center Rental $250 $0 Bartender (quote for up to 4 hours) $168 $0 Food (donated by board) $0 $50 Sign day of event (made by Prominent) $0 $0 Chairs/utensils for food (donated) $0 $0 Total Costs Program Costs Administrative Costs $553.00 $68.00 $85.00 *Note: TPSP received a $500 donation, from their 2013 sponsor Ameriprise Financial. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 30
  • 31. ------------------------------------------------------------------------------------------------ PERT-CPM ------------------------------------------------------------------------------------------------ This PERT-CPM chart outlined what tasks needed to be completed from Beginning to End in order for the “Happy Birthday Shakespeare Campaign” to operate successfully. There were four (4) complete steps, most in which were completed simultaneously, and steps that were carried out all the way through the entire campaign. This chart was color coordinated by which steps are promotional tools, and those that were events happening in the campaign. Each step was explained in detail below the PERT-CPM chart. **Campaign start date-February 15th 2013 1. Initial Research Phase (interviews) held at Millersville University 2. Attracted attention to the event using a Facebook Event along with other free online calendars for public viewing from February 15, 2013 to April 14, 2013. 3. Displayed fliers around the Lancaster Area from February 27, 2013 to April 14, 2013. 4. Attracted attention at Lancaster City’s First Friday April 5, 2013, with a short preview of the dancing that will be performed at the event. **Campaign end date-April 14th 2013 A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 31
  • 32. ----------------------------------------------------------------------------------------------------------------------------------------------- EVALUATION ----------------------------------------------------------------------------------------------------------------------------------------------- A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 32
  • 33. ------------------------------------------------------------------------------------------------ EVALUATIONS & RECOMMENDATIONS ------------------------------------------------------------------------------------------------ EVALUATION OF HAPPY BIRTHDAY, SHAKESPEARE EVENT: OBJECTIVES ACCOMPLISHED Prominent Public Relations did not accomplish the objective set which was to have 150 people attend the second annual, “Happy Birthday, Shakespeare fundraising event for the People’s Shakespeare Project on April 14, 2013. Feedback f rom Stakeholders: (elaborate on what Jess was able to obtain/what Kelly got at meeting) AMOUNT OF COVERAGE The event was promoted on the Keystone Art and Culture Center’s website, as well as Lancaster Online and a variety of other calendar listings. In addition, emails were sent out to contacts that board members forwarded to the media planner informing the public of the event. The majority of attendees heard of the event through word-of-mouth as indicated on a brief survey administered to attendees the day of the event. An ad was also run by Funtime Cinema which has three movie theatres in the Lancaster area. The amount of followers increased slightly post-event on Facebook from 112 to 135. ALTERNATIVE CONSIDERATIONS/FUTURE RECOMMENDATIONS • The majority of the considerations relate to the Happy Birthday, Shakespeare event. One of the suggestions would be to change the location of the event to possibly the Ware Center or on campus at the Winter Visual and Performing Arts Center. While the Keystone Art and Culture Center gave off an “art” vibe, it appeared to be crammed to host an event the size of Happy Birthday, Shakespeare. People involved in the art scene might be more familiar with the Ware Center or the Winter Visual and Performing Arts Center, thus showing more interest in attending the event. • In the event that the location could not be changed, another suggestion would be to reorganize the seating at the Keystone Art and Culture Center. PRominent Public Relations suggests using round tables with 6-8 chairs per table. At each table would be a sonnet written by Shakespeare or other Shakespeare-themed items. Guests would be able to watch the sonnet performance from their tables and enjoy birthday treats. • Another suggestion would be to adjust the price of the event and possibly host another fundraising event during the year. While $25 seemed reasonable for wine, food and a performance, it seemed as though the event was missing a component. A suggestion would be to have another element prior to the sonnet performance to keep people interested in the event. The event could open with Shakespeare trivia with giveaways or a short improv performance. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 33
  • 34. • After speaking with a Millersville student in attendance at the event, she suggested reducing the cost to $10-15 for students with an I.D. The student performed at the event and had friends who wanted to attend her performance, but were hesitant due to the cost. Another guest asked if there was a senior citizen discount. Adding a senior citizen discount might be a great way to draw people in to the event. • Since The People’s Shakespeare Project is heavily involved in educational outreach, another suggestion would be to travel to area schools, art fairs, festivals, retirement communities and colleges and give a snippet performance of the event. People like visuals and by providing a sneak peek of the event, people might be more interested in attending the event. In addition, the Ware Center offers an educational art event in the spring called Villepaloza. The event is a great way to get recognized in the community and get others involved in the organization. • Another suggestion would be to establish a recruitment committee comprised of volunteers who would be willing to travel to schools and to events in the local community to promote The People’s Shakespeare Project’s overall mission. The committee could help recruit members for Camp Will or to participate in other events hosted by the organization. • In regard to next year’s event, Shakespeare’s 450th , we recommend promoting the event earlier on to emphasize that it is Shakespeare’s 450th birthday. • Develop an organization e-newsletter to send to your contacts and inform them of upcoming events, need for volunteers and so on. • Sell DVDs of the performances as a fundraising method and to brand the organization. In addition, you could sell t-shirts or other TPSP promotional items at events. • Attend First Friday in the future and perform snippets of upcoming shows. EVALUATION CRITERIA & TOOLS PRominent Public Relations devised a feedback card to distribute to guests as they arrived at the second annual Happy Birthday, Shakespeare Event. There were four purposes of the response card: 1) A way to build The People’s Shakespeare contact list • Guests listed their name as well as email address on the response card • Emails and names will be added to The People’s Shakespeare Project contact list to keep people informed of events 2) A measure of media effectiveness by evaluating how guests were informed of the event • Guests were asked to check off how they heard about the event with the following options: Facebook, online calendar, friend, First A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 34
  • 35. Friday, donor, email or other 3) A method of assessing the number of attendees at the event • Response cards were counted at the end of the event 4) A method of collecting guest information to draw names for raffle prizes EVALUATION RESULTS Of the 66 guests who attended the event, only 14 filled out a response card. A possible reason for not filling out the response card could have been that guests felt uncomfortable listing their email address. Also, guests might have not been interested in participating in the raffle drawing, so refrained from filling out the guest card. 9 out of 14 (64%) guests heard about the event through a friend or word-of-mouth. 4 out of 14 (29%) guests heard about the event on Facebook and 1 guest (7%%) heard about the event on Lancaster Online. Based on these findings, there is a strong need for social media strategy as well as the need to build strong connections with the media. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 35
  • 36. ------------------------------------------------------------------------------------------------ REFERENCE ------------------------------------------------------------------------------------------------ A Message from mayor Gray. City of Lancaster Pennsylvania. Retrieved from http://www.cityoflancasterpa.com/lancastercity/cwp/view.asp?q=615604 Boehm, E. (2012, June 26). Fiscal code amendment would require nonprofit providers to disclose pay of top execs. Retrieved from http://paindependent.com/2012/06/pa- fiscal-code-amendment-would-require-nonprofit-providers-to-disclose-pay-of- top-execs/ Brown, A. S., & Tepper, S. J. (2012). Placing the arts at the heart of the creative campus. Association of performing art presenters, 1-26. Davies, D. (2012, May 3). Pa supremes open door for cities to challenge nonprofits' non exempt status. Retrieved from http://www.keystonepolitics.com/2012/05/pa- supremes-open-door-for-cities-to-challenge-non-profits-tax-exempt-status/ Holahan, J. (2012, September 20). Lovers and laborers, enchanted in the forest westend shakespeare co. offers 'a midsummer night's dream'. Lancaster Online. Retrieved from http://lancasteronline.com/article/local/739758_Lovers-and-laborers-- enchanted-in-the-forest-West-End-Shakespeare-Co--offers--A-Midsummer- Night-s-Dream-.html Lancaster City Arts. Retrieved from http://www.lancasterarts.com/index.asp. Summer Shakespeare Camp for Teens 2012. Theater of the Seventh Sister. Retrieved from http://seventhsister.com/?page_id=49. Turrini, A., Soscia, I., & Maulini, A. (2012). Web communication can help theaters attract and keep younger audiences. International Journal of Cultural Policy, 18(4), 474-485. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 36
  • 37. ----------------------------------------------------------------------------------------------------------------------------------------------- APPENDICES ----------------------------------------------------------------------------------------------------------------------------------------------- A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 37
  • 38. APPENDIX A ------------------------------------------------------------------------------------------------ PUBLICS WHEEL ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 38
  • 39. APPENDIX B ------------------------------------------------------------------------------------------------ IRB PROTOCOL ------------------------------------------------------------------------------------------------ A. The purposes of these interviews are to interview attendees of the past Camp Will summer camps in order to determine their impressions of the Camp experience. The interviews would be qualitative in design. The interview questions and answers will be recorded on video for publicity purposes only. Background As students in a capstone public relations course, we hope to develop strategic messages that will be effective in recruiting middle students to Camp Will. Camp Will is a summer camp for incoming 5th graders to incoming 9th graders. The campers then learn a selected piece of Shakespeare’s work. This will be performed at the end of the camp session. The campers will give insight with a predetermined 11 question survey to be asked of the 5- 18 children selected, whose parents will have given permission for the interview. Questions are primarily open-ended in nature. 1. How did you find out about the camp? 2. Was 2012 your first year at Camp Will? If not, why did you return? 3. Do you plan on returning to Camp Will? Why? 4. Did you attend with a friend/relative? Will you be bringing a friend/relative if you are returning? 5. Had you participated in any acting programs prior to Camp Will? If so, where? 6. What was the best thing about the camp? 7. What was the worst thing about the camp? 8. Are you more likely to read Shakespeare’s sonnets, plays, because of the camp? (for older campers) And what is your favorite? 9. Did you think Camp Will was too long? Did it interfere with any other camps or activities you had planned? Do you wish the camp could be held during a different time period? (Camp is 9-2:30 Mon-Fri June 11- 28) 10. Why do you think so few boys attend Camp Will? 11. Does the cost of the camp make it difficult for some of your friends to attend? (Cost is $335.00) A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 39
  • 40. The characteristics of the publicity questioning: Age range: Is grades 6-10, age ranging from 11 to 17. Participants were chosen from the previous year’s Camp Will participants (grades 5-9), therefore, they would range one year older than the previous year’s specifications for attendance. Gender: study is not determined by gender, although the number of female campers was greater in 2012. Number: The number of subjects is a maximum of 17, the total number of campers in 2012. The minimum number is based off of the number of children that respond to the invitation to participate. Therefore the minimum number would be zero if no children want to participate. However we hope for a minimum of five participants. Inclusion details: To be included in the research, students must have attended Camp Will in 2012, and must have parental consent for the study. Exclusion details: The inclusion details are very specific, the sample is small, and there are no particular exclusions, with the exception of the inclusion details. The only other exclusion would be that the subjects would be unable to make the March 11, 2013 interview date, as no other dates will be available. Question will be asked verbally, allowing all subjects to communicate equally. There are no time constraints on the interview process. Vulnerable subjects: The participants are children. All have attended Camp Will and are familiar with its director Howell, who will be present at the interviews in order for the children to feel more comfortable. Any subject who does not wish to answer a question will be allowed to continue the study. Subjects are familiar with acting due to their participation in Camp Will and should not be threaten by the video recording. B. Methods and Procedures Method of Selection: Camp director, and The People’s Shakespeare Project executive director selected campers from 2012 Camp Will roster. Participants and their parent or guardian will meet at Dutcher Hall to perform the interview. The campers were reached by the email address by which the campers registered last year. Study site: Dutcher Hall, chosen by Howell. This site is one that the campers are familiar with, having performed in the Rafters Theater in the Hall. Methods and Procedures: The methods are not rated or scaled as the answers are personal observation of the campers. The research methodology is qualitative and use “open-ended” questions. There are no right or wrong answers . Interviewers will introduce themselves as a camper and also allows the participants to feel A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 40
  • 41. more comfortable with the interview process. Time for small talk will be allowed to also help ease the tension. C. Informed Consent Potential Risks: There are no potential risks to the participants due to the fact that the questionnaire has no right or wrong answers. Minimal risk for all involved Any question that poses a problem to a participant does not need to be answered. Parental consent will be necessary for participation, and they are permitted to stay in the Hall during the interview process. Names will not be used in the survey (you are not doing a survey, And, if you are going to record them, their identities cannot be held as anonymous, nor will their opinions be confidential if they are utilizing what they say as testimony in publicity materials.) Protection Against Risks: While there are no potential minimal risks to the participants, parents are welcome to stay at the interview process. Questions can be requested prior to the survey. Any participant who wishes to end the interview will be permitted to do so. Potential Benefits: The benefits are to The People’s Shakespeare Project in order to understand camper’s needs. Additionally, the video shot of the interview process will be shown at the “Happy Birthday, Shakespeare” fundraising event. Compensation for Participation: None Alternatives to Participation: None Information Withheld: No names will be released of the participants; they and their families will be apprised of this information. Their faces will be used on video, but voices only can be used if this is requested. Final editing will not include all children’s answers to all questions, although the information will be kept as a permanent record. Debriefing: Participants will be thanked for their participation, and be invited to the screening of the video at the “Happy Birthday Shakespeare” fundraiser. Confidentiality: All questions and answers, both written and in video become the property of The People’s Shakespeare Project and its executive director, Laura Howell and used solely for publicity use. Copy of Consent Form: Please Contact Laura Howell, camp director, for at digital copy of the consent form at korachhowell@gmail.com A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 41
  • 42. APPENDIX C ------------------------------------------------------------------------------------------------ CAMP WILL INTERVIEW CONSENT FORM ------------------------------------------------------------------------------------------------ CONSENT FORM The People’s Shakespeare Project Camp Will Campers’ Filming I give my consent for my son/daughter, ______________________________________, to participate in The People’s Shakespeare Project’s filmed interview about Camp Will. I understand this video will be shown at TPSP’s friend- and fund-raiser, “Happy Birthday, William Shakespeare”, April 14, 2013. I also understand that selections of the video may be posted to TPSP’s website and Facebook page. I further understand that there are no risks or benefits, or monetary remuneration for appearance in the video. List of potential campers remains the property of TPSP. Interviews being conducted by senior Millersville University students involved in Dr. Theresa Russell-Loretz COMM 452 class. Interviews to be conducted under the guidance of Laura Howell, TPSP executive director. Parents are welcome to attend the filming, and participation is entirely voluntary. Parent/Guardian signature: _________________________________________________ Printed name: ___________________________________________________________ Date: ________________________________ *For additional information, contact Jessica McGowan, Account Executive, jamcgowa@millersville.edu or Ms. Howell, (717)393-9385. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 42
  • 43. APPENDIX D ------------------------------------------------------------------------------------------------ CAMP WILL INTERVIEW QUESTIONS ------------------------------------------------------------------------------------------------ 1. How did you find out about the camp? 2. Was 2012 your first year at Camp Will? If not, why did you return? 3. Do you plan on returning to Camp Will? Why? 4. Did you attend with a friend/relative? Will you be bringing a friend/relative if you are returning? 5. Had you participated in any acting programs prior to Camp Will? If so, where? 6. What was the best thing about the camp? 7. What was the worst thing about the camp? 8. Are you more likely to read Shakespeare’s sonnets, plays because of the camp? (for older campers) And what is your favorite? 9. Did you think Camp Will was too long? Did it interfere with any other camps or activities you had planned? Do you wish the camp could be held during a different time period? Camp is 9-2:30 Mon-Fri June 11-28 10. Why do you think so few boys attend Camp Will? 11. Does the cost of the camp make it difficult for some of your friends to attend? Cost is $335.00 A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 43
  • 44. APPENDIX E ------------------------------------------------------------------------------------------------ SIGNED CAMP WILL INTERVIEW CONSENT FORM ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 44
  • 45. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 45
  • 46. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 46
  • 47. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 47
  • 48. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 48
  • 49. APPENDIX F ------------------------------------------------------------------------------------------------ PRESS RELEASE ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 49
  • 50. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 50
  • 51. APPENDIX G ------------------------------------------------------------------------------------------------ FLYER ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 51
  • 52. APPENDIX H ------------------------------------------------------------------------------------------------ ONLINE CALENDAR EXAMPLE ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 52
  • 53. APPENDIX I ------------------------------------------------------------------------------------------------ FACEBOOK ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 53
  • 54. APPENDIX J ------------------------------------------------------------------------------------------------ TWITTER ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 54
  • 55. APPENDIX K ------------------------------------------------------------------------------------------------ FIRST FRIDAY HANDOUTS ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 55
  • 56. APPENDIX L ------------------------------------------------------------------------------------------------ EVENT PHOTOGRAPHES ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 56
  • 57. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 57
  • 58. APPENDIX M ------------------------------------------------------------------------------------------------ RAFFEL TICKETS ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 58
  • 59. APPENDIX N ------------------------------------------------------------------------------------------------ MEDIA LIST ----------------------------------------------------------------------------------------------- A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 59
  • 60. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 60
  • 61. APPENDIX O ------------------------------------------------------------------------------------------------ TEAM CALENDAR ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 61
  • 62. Budget Hours: 28 hours and 10 minutes At $18 an hour per team member PRominent Public Relations as a whole would be paid $2,529.00 A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 62
  • 63. APPENDIX P ------------------------------------------------------------------------------------------------ TPSP VIDEOS ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 63
  • 64. PROMINENT PUBLIC RELATIONS AGENCY Millersville University of Pennsylvania Public Relations Campaign Student Team ------------------------------------------------------------------------------------------------ Millersville University, Millersville Pennsylvania 17551 CONTACTS: Jessica McGowan (215) 208-4643 Amanda Reedy (610) 314-9023 ------------------------------------------------------------------------------------------------ Team Member Summary JESSICA MCGOWAN, Account Executive & Creative Director JAMCGOWA@MILLERSVILLE.EDU— McGowan is from Newtown, PA and is a senior at Millersville University graduating in Spring 2013. She will be graduating with a Bachelor’s of Science in Speech Communication with a focus in Public Relations and a minor in Graphic Communication. McGowan works closely with her clients and team ensuring success in all endeavors. For the last two years McGowan has been an active member of Millersville’s Public Relations Student Society of America (PRSSA) and is currently Publicity Director for the organization. The role she plays for PRSSA has made her a valued asset to the PRominent Team. Along with PRSSA McGowan is part of the Millersville Equestrian Team and has been for the last four years. ------------------------------------------------------------------------------------------------ AMANDA REEDY, Account Executive & Media Director AMREEDY@MILLERSVILLE.EDU — Reedy is a senior at Millersville University majoring in public relations with a minor in psychology. She is a member of the University Activities Board, which plans and executes events for the student body and surrounding community. In addition, Reedy is a member of the Millersville University Public Relations Student Society of America (PRSSA). As account executive and media planner, she is responsible for media contacts, budget, campaign timeline and fulfilling a leadership position to ensure team success. ------------------------------------------------------------------------------------------------ JENNA GOULD, Social Media Director JLGOULD@MILLERSVILLE.EDU—Gould, social media director, is a senior from Horsham, PA and is studying communications at Millersville University with a focus in Public Relations. She has a minor in both marketing and athletic coaching. Gould was a member of the women’s soccer team at Millersville and as a senior was elected team captain. She is also a member of the Public Relations Student Society of America and the Society of Leadership and Success. Her skills as social media director consist of utilizing social media sites that she has perfected from personal and professional experience. ------------------------------------------------------------------------------------------------ KELLY HESS, Research Director KNHESS@MILLERSVILLE.EDU—Hess is a senior at Millersville University. She is a Speech Communication major with a focus in Public Relations. As research director she will research background information on organizations, Shakespeare, performing arts and how it is vital to the organization, students, community, and family. Hess knows how to conduct proper interviews and focus groups for research. Hess produces SWOT analysis, situational analysis, key publics, target audiences, goals, and objectives. Hess graduates Millersville University December 2013. After graduation, Kelly plans on attending graduate school and get her Master’s Degree after graduating Millersville University. ------------------------------------------------------------------------------------------------ MATT HELLMANN, Copy Editor & Research Director Mshellma@Millersville.edu— Matt Hellmann is copy editor for PRominent Public Relations. He is a Senior Communications major at Millersville University and has an anticipated graduation date of May 2013. Matt’s outstanding critical thinking skills and his attention to detail help him improve formatting, style and accuracy of the team’s raw text. It is his job to ensure that the text is clear, correct, concise, comprehensive and consistent. ------------------------------------------------------------------------------------------------ A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 64
  • 65. A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE MILLERSVILLE UNIVERSITY OF PENNSYLVANIA • DR. THERESA RUSSELL- LORETZ • SPRING 2013 65