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PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
PR Student Of The Year Entry Booklet
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PR Student Of The Year Entry Booklet

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This is my campaign for the 2007 Utah PR Student of the Year Competition for which I placed 2nd overall.

This is my campaign for the 2007 Utah PR Student of the Year Competition for which I placed 2nd overall.

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  • 1. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan By Kevin Earl
  • 2. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Table of Contents Introduction…………………………………………………………………………………………………….………………..3 Executive Summary……………………………………………………………………………………………………………4 Plan Outline……………………………………………………………………………………………………………………….5 Special Events Snowbirds at Tracy Aviary……………………………………………………………………………………….6 Happy Birthday Andy………………………………………………………………………………………………7 Public Appearances……………………………………………………………………………………………………………8 Special Promotions/ Print Materials/ New Media………………………………………………………………….9 Measurement and Evaluation………………………………………………………………………………………………..10 Campaign Timeline…………………………………………………………………………………………………………….11-12 Sample Happy Birthday Andy press release……………………………………………………………………………13 Support Information Tracy Aviary Information…...........................................................................................14 Andean Condor Information…..................................................................................15-16 2
  • 3. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Introduction Tracy Aviary is one of Utah’s best hidden treasures. It boasts a wonderful heritage and mission. As a future public relations major at Brigham Young University, I chose to enter the Utah PR Student of the Year competition. After reading the rules, regulations and guidelines, I did some primary research on the aviary including a tour of the aviary with Bobbi Lewan, former guest experience manager. Julie Brown, Tracy Aviary’s former community relations director, was also able to answer many of my questions over email about the Aviary. It was exciting to learn of all the opportunities for guests during the winter at Tracy Aviary. After research, the enclosed plan was created to meet the goals of the competition and of Tracy Aviary. Accompanying this letter are a public relations plan, timeline and press release regarding Andy the condor’s birthday celebration in January. Please consider this plan for future implementation at Tracy Aviary. I have completed it in hopes of receiving an internship to further my PR education and experience. I plan to graduate in 2010 under the capable mentorship of knowledgeable professors and advisors including Susan Walton. For further information about this plan you can reach me by email at kevinearl@gmail.com or by phone at 469-583-6207. 3
  • 4. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Executive Summary Tracy Aviary is a private non-profit organization that is currently seeking to attract new patrons as well as fulfill their mission statement; “Tracy Aviary fosters caring for the natural world, enriching and transforming lives through our connection with birds.” Through an innovative public relations plan I hope to illustrate an energetic plan including special events, public appearances, media relations and special promotions that will draw the current demographic to the aviary as well as reach out to new target audiences. Tracy Aviary already has a wonderful facility and programming department. The programs they offer are in tune with the mission statement and reach to a wide audience. These programs include bird shows, movie nights, daily pelican feeding and environmental educational tours. My plan will provide ways for the aviary to inform their publics of the programs already available as well as provide special events that will encourage new visitors. The Association of Zoos and Aquariums is one of the leading organizations for zoos, aquariums and other animal facilities around the country. With full AZA accreditation Tracy Aviary will be more attractive to many people because it means they meet a minimum standard of excellence that is expected in the animal husbandry industry. Tracy Aviary has had AZA accreditation in the past and has an acting plan to receive the accreditation in the near future. The accreditation process will be accelerated with more people visiting and more people contributing. This plan will increase the attendance of the aviary as well as bring potential benefactors that would help the aviary reach the accreditation much sooner than now planned. This plan will accomplish the desired goals of Tracy Aviary through a series of PR strategies and tactics thus increasing attendance and the size of the aviary audience. 4
  • 5. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Plan Outline Summary Analysis: Tracy Aviary is currently in the reaccreditation process for Association of Zoos and Aquariums membership and thus needs to increase attendance and funding. Increased attendance will increase funding from public and private sources letting the aviary make the necessary adjustments to receive the AZA accreditation which will also raise awareness and attendance because of association. With accreditation and increased attendance Tracy Aviary will better be able to achieve their mission statement as found on their website; “Tracy Aviary fosters caring for the natural world, enriching and transforming lives through our connection with birds.” Through a well executed and innovative public relations plan Tracy Aviary will better be able to achieve their mission by reaching a larger audience and increase avian, environmental and community awareness. Objectives: We will: o Increase winter attendance by 13,000 people, from 17,000 last winter, through more awareness of winter programming (previous winter attendance number from competition literature)  This also raises last year’s attendance from 64,000 visitors to between 75,000 and 100,000 visitors (last year’s attendance number from Julie Brown) o Throw a successful birthday party event for Andy the Condor with a goal to raise $10,000 to further work at the aviary Strategies: • We will increase awareness through: o Distribution of print materials o Public appearances o Special events o Promotions o New media • All of the strategies will focus on winter birds, “snowbirds”, and Andy the Condor Key Audiences: Three main audiences will be targeted for this plan o Families with children ages 3-12 (the current target audience of the aviary) o Skiers and other winter sports participants (group willing to be out and about in the cold and involved in winter activities) o People interested in environmental issues such as solar energy and global warming (the aviary has a strong environmental education mission and program) • Other audiences targeted in plan include employees, members, public officials and news media 5
  • 6. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Special Events Snowbirds at Tracy Aviary- This weeklong event focuses on local and visiting skiers, snowboarders and snow-shoers. o Invite all skiers and snow-shoers to bring their gear and snow-shoe or cross-country ski on tours through the aviary  This would require a short period of not shoveling certain walks or bringing in snow for the event  A potential route map follows this description o Kick-off event for Snowbirds at Tracy Aviary would include the city and Liberty Park  Kick-off is a race or walk around Liberty Park but is done on skis or snowshoes  With city’s help, create snow-covered path  Entrance fees to the race would benefit the aviary and possibly another local charity or environmental issue o This event is directly linked to local ski resorts  Promote event at local ski resorts with appearances and flyers  Those with lift passes to local ski resorts would receive discounted admission to aviary for week-long event  Work with resorts to include aviary as destination on resort shuttles for week and as a requested destination the whole year. This event would not only bring more visitors to the aviary but would create a new audience by including the skiing community bringing not only out-of-towners to the aviary but locals as well. This event also utilizes the most popular tourist attraction of Utah’s winters as a PR and marketing tool. Snowbirds at Tracy Aviary also increases awareness of the birds that are still out and active in the winter including Andy the condor, red-crowned cranes, pelicans, golden eagles, hawks, peacocks, flamingos, owls and many others. 6
  • 7. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Special Events Happy Birthday Andy- This month-long event series celebrates Tracy Aviary’s oldest resident as he turns 49 years old. o First, invitations for the month-long event will be sent to all news media, aviary employees, aviary members, volunteers, Salt Lake Visitors’ Bureau, city, county and state officials and to other friends of the aviary o Weekend events for public for a month-long celebration all January  A major event each weekend is the appearance of special guests including: • Jeff Corwin- Animal Planet’s “Jeff Corwin Experience” host • Bindi Irwin- Crocodile Hunter, Steve Irwin’s daughter and TV host • Pro or college mascots- Jazz Bear, Cosmo, Swoop • Big Bird  These guests • Make public appearances on local talk shows to promote the aviary as well • Give forums or lectures • Visit with aviary visitors for photos and autographs o The culminating event for Andy’s birthday celebration is a formal fundraising dinner at the Chase Mill  People may purchase individual places or whole tables at the dinner  The entertainment will be a special performance of the winter bird show, “Avian Idol” o Happy Birthday Andy will focus on the recovery efforts of condors world-wide and what everyone can do to help them and other birds by being environmentally friendly and aware 7
  • 8. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Public Appearances Public appearances are inexpensive and very effective methods to increase awareness of events and the aviary in general. Tracy Aviary will greatly benefit from public appearances that include live birds especially live birds that are active in the winter. o Community Council meetings in the greater Salt Lake area  Each neighborhood in the area is home to an active community council with monthly meetings  Get time on agendas to promote events and give short tips or thoughts on avian and environmental awareness  If possible bring birds that people may see after or before the meetings o Travel to local elementary, junior high and high schools  Take birds to science classes or school assemblies on environmental awareness o During outdoor skating season, take birds to Gallivan Center ice rink  Tracy Aviary already has a mesh bird aviary on the site  Takes the birds and information to where the people are in the winter o Participate in Candlelight Christmas at This is the Place Heritage Park  Their event runs all December with hundreds of guests each night  Show public the native Utah species that lived here even before the pioneers arrived o Participate in Zoo Lights at Utah’s Hogle Zoo with live birds o If falcons are still at nest in downtown aviary, birders will volunteer downtown to tell people of the falcons and Tracy Aviary’s large collection of raptors as well as the winter events at the aviary 8
  • 9. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Special Promotions/ Print Materials/ New Media Special Promotions Special promotions should be carried out through many different outlets to reach special target audiences. These promotions should include Tracy Aviary’s reciprocal partners such as the Hogle Zoo and Living Planet Aquarium. New reciprocal partners could also be introduced such as This is the Place Heritage Park. Alternative outlets for promotions should include local ski resorts. o Current reciprocal partners  During special appearances distribute special coupons and passes • Free admission • Free pelican feeding sessions  Offer discounts for members of reciprocal partners as already in place o New reciprocal partners same as above o Ski resorts  Give special discounts with current lift pass  During special appearances give out other special coupons Print Materials Print material will spread the accurate official word of the aviary to targeted publics and be able to reach more people than other methods can. o Prior to Snowbirds at Tracy Aviary and Happy Birthday Andy (attached is a press release for this event) press releases will be sent to all news media outlets on Wasatch front with photos and videos o Letters and press releases will also be sent to community councils  These letters will request the dates be placed on community calendars and in newsletters  Letters may also provide eco-friendly tips and avian information as a community service o A new brochure will be placed at local tourist attractions, visitors’ centers and the Salt Lake Convention and Visitors Bureau o A large search of the internet for all mentions of Tracy Aviary will be checked for accuracy and if inaccuracies are found requests will be made to correct the information  This is especially important with basics such as hours, admission and location Other Media • Update the website with accurate information about the winter season with calendar for full winter season and information on all the birds not just four • Start a blog available from the website on birds in general and specifically about the birds at the aviary and a blog on environmental issues including close to home issues like Salt Lake City’s 9
  • 10. green plan (both blog topics have large followings, be sure blogs are presented to community councils and other publics) Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Measurement and Evaluation • During public appearances provide surveys about the aviary, bird knowledge and environmental knowledge to better determine programs and events at aviary for future programming • During events have random people surveyed about their experience • Check numbers to compare to goal (and how we exceeded it) • Send out surveys to random public in Salt Lake City to find out what messages they were exposed to and what they know about aviary as well as if they attended the aviary during the winter season and what their experience was • Measure increase in donations through time period to measure if it reached our goal 10
  • 11. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Campaign Timeline Immediately- • Contact and secure celebrities for Happy Birthday Andy event • Begin working on website and blogs • Draft a new brochure that highlights winter season and could serve as a map as well at the aviary • Train all employees on how to conduct a public appearance • Inform all employees of plans • Begin investigating safety issues for Snowbirds at Tracy Aviary event • Inform aviary members and contributors of the exciting winter season • Contact reciprocal partners about public appearances and promotions • Contact local ski resorts and begin working out arrangements for Snowbirds at Tracy Aviary event • Create guest list for Happy Birthday Andy event formal dinner 15 Nov 2007- Have first copy for new brochure and birthday party Invitations 20 Nov 2007- Approve final copy for new brochure and invitations and send to printer so it will be ready for December public appearances 28 Nov 2007- Send out invitations for Happy Birthday Andy event 26 Nov 2007- Release a joint press release with reciprocal partners, new and old, about special appearances December- Begin public appearances at Hogle Zoo, This is the Place Heritage Park and the Gallivan Center Ice Rink Alternate appearances by weekend and day Zoo and Heritage Park are across the street and could be on same night Focus appearances on weekend nights when attendance is greatest 1 Dec 2007- Launch updated website and blogs 5 Dec 2007- Visit Greater Avenues Community Council Meeting (and other community council meetings during December) 28 Dec 2007- Send out press release for Happy Birthday Andy event 11
  • 12. 5 Jan 2008- Kick-off event for Happy Birthday Andy event with special guest appearance 12 Jan 2008- Second special guest appearance 19 Jan 2008- Third special guest appearance 26 Jan 2008- Fourth special guest appearance and formal dinner party at the Chase Mill 29 Jan 2008- Happy Birthday Andy event follow-up meeting and send out surveys to random aviary guests from January events 18 Feb 2008- Send out press release for Snowbirds at Tracy Aviary event 18-22 Feb 2008- Public appearances at local ski resorts promoting Snowbirds at Tracy Aviary event 23 Feb 2008- Kick-off event for Snowbirds at Tracy Aviary event, race around Liberty Park on skis 24 Feb-1 Mar 2008- Snowbirds at Tracy Aviary event with daily tours for those on skis or snowshoes 4 Mar 2008- Snowbirds at Tracy Aviary event follow-up meeting and review surveys from those who participated 12
  • 13. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Sample Happy Birthday Andy Press Release Oldest Resident of Tracy Aviary Turns 49 Andy the condor sits atop his mountain in his enclosure watching over the affairs of Tracy Aviary. As the oldest resident of Tracy Aviary, turning 49 in January, Andy has been there through many changes and improvements and it is time he is honored for his faithful patronage to one of Utah’s greatest destinations. To honor Andy, Tracy Aviary will hold a month-long birthday celebration that will include fun activities for everyone with special celebrity guests. Special events will be held each weekend. These special events will include visits from favorite animal expert celebrities such as Animal Planet’s Jeff Corwin and the Crocodile Hunter’s daughter Bindi Irwin and visits from animal celebrities such as sports mascots like Swoop and Cosmo and other animal celebrities like Big Bird. The month-long festivities will conclude with a formal birthday dinner in the historic Chase Mill at the Aviary. The dinner will help raise funds in Andy’s memory to further the work of the Tracy Aviary. With the dinner, guests will also receive a special performance of the aviary’s winter bird show, Avian Idol. Andy is one of over 100 species of birds found at Tracy Aviary. While visiting the aviary guests may experience kookaburras laughing, mallards playing, peacocks wandering, guinea hens calling and pink flamingos squawking. These birds come from all over the world and from our own backyard. The mission of the Aviary states: “Tracy Aviary fosters caring for the natural world, enriching and transforming lives through our connection with birds.” Through the careful husbandry of their birds, Tracy Aviary is able to achieve this mission and so much more. For example, Andy is a beautiful bird that is very important to the world of condors not just the aviary. Andean condors live in South America in the Andes Mountains. These condors, like their cousin the California condor, were once endangered but through extensive recovery efforts have been rescued from extinction. The Andean condor has also been instrumental in the rehabilitation of the California condor by being test birds for potential release and nesting sites. We invite everyone to come and join Tracy Aviary and friends celebrate a great hero and overseer of the Aviary, Andy the condor. For more information about Andy’s birthday celebration and Tracy Aviary call us at 801-596-8500 or visit us at www.tracyaviary.org. 13
  • 14. (Below is more basic information about Tracy Aviary and Andean condors.) Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Support Information Information about Tracy Aviary (from www.tracyaviary.org) “Tracy Aviary is located on eight acres of land in the heart of Salt Lake City. A charitable act by Salt Lake City banker Russell Lord Tracy founded Tracy Aviary when he donated his private bird collection to Salt Lake City and its children. Open to the public since 1938, Tracy Aviary maintains a collection of approximately 400 birds representing about 135 species. Many of these birds are considered rare or endangered. In 1993, a private non-profit foundation, Friends of Tracy Aviary, took over management of the aviary from Salt Lake City.” This provided for expansion of exhibits and more work in the conservation field. “Tracy Aviary is currently in the process of achieving its dream of becoming the “Aviary of the Americas” with the recent completion of its master plan, which will change the Aviary as we all know it. With a theme of migration we will trace the migratory paths of birds from the southern tip of Argentina to Alaska and back, highlighting the importance Utah plays in that journey. All areas of the Aviary will take on an educational focus and bring your visit to the Aviary to a new level of fun and interest. “Completion of the Chase Mill, Utah’s oldest standing industrial building opened for events in December 2006. The Mill at the Aviary is a historic monument (still bearing the original Brigham Young initials) that is a magnificent addition to Tracy Aviary, offering numerous opportunities for year-round bird programs, special events, and a public meeting space. Some of these programs and events include bird shows, kid’s programs, outdoor movies like Alfred Hitchcock’s “The Birds”, tours, environmental education and special events like Snowbirds at Tracy Aviary. “Opening to rave reviews in Summer 2005 was Destination Argentina!, the Aviary’s first new exhibit in over 20 years. The money was granted to the Aviary through a bond voted on by the voters of Salt Lake City. This bond passed with 72% of the voters recognizing the benefit and value of Tracy Aviary! Upon completion of Destination Argentina!, Tracy Aviary increased the flamingo collection to twenty and created a walk-through interactive exhibit with guira kookoo's, red crested cardinals, elegant crested tinamou and the always-playful monk parakeets. This exhibit is an excellent example of the look and feel that our new master plan will help us achieve throughout the Aviary grounds.” 14
  • 15. Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Support Information Information about Andean condors (from the Gale Virtual Reference Library) Condors. Jean F. Blashfield. Gale Encyclopedia of Science. Eds. K. Lee Lerner and Brenda Lerner. Vol. 2. 3rd ed. Detroit: Gale, 2004. p1006-1008. 6 vols. Condors by Jean F. Blashfield “Condors are New World vultures that are among the largest of flying birds. There are only two species, the Andean condor (Vultur gryphus) and the critically endangered California condor (Gymnogyps californianus). They are related to the smaller vultures of the Americas, including the king vulture (Sarcoramphus papa) and turkey vulture (Cathartes aura), which also belong to family Cathartidae. In the same family, but extinct for about 10,000 years was the largest flying bird that ever lived. This was Teratornis incredibilis, a vulture found in the southwestern United States that had a wingspan of at least 16 ft (4.9 m). “The combined head and body length of the living condors is about 50 in (127 cm), and they weigh 20– 25 lb (9–11 kg). They have black or dark brown plumage with white patches on the underside of the wings. The California condor has a wing span of 9 ft (2.7 m), while that of the Andean condor is 10 ft (3.1 m). Both species have a ruff of feathers around the neck, colored black on the California condor and white on the Andean. Both condors have a bald head and a short, sharply hooked beak. The Andean condor's naked skin is red, while that of the California condor is pinkish orange. The Andean male has an extra fleshy growth on top of its head, rather like a rooster's comb. The California condor does not have this growth. “The range of the Andean condor extends throughout the high Andean Mountains, and much of this habitat remains wild. It can fly over the highest peaks, but may land on lower-lying fields to scavenge dead animals. Although rare, this species still exists in relatively large numbers. “The California condor, however, is one of the most critically endangered animals on Earth. Historically, its range extended over much of North America … Return to the wild 15
  • 16. “It was obvious by the 1950s that California condors were in danger of extinction. In 1978, there were only about 30 birds left in the wild, and seven years later only nine... “To test ideas about how best to return condors to the wild, several Andean condors were brought to the United States and released in a national forest. It quickly became apparent that there were too many human activities and influences in the area for the condors… Snowbirds at Tracy Aviary Tracy Aviary Winter Season Public Relations Plan Support Information “The California condor has received a reprieve from extinction, but its survival depends on the continuation of intensive management efforts and the conservation of sufficient habitat to sustain a viable breeding population.” Source Citation: Blashfield, Jean F. "Condors." Gale Encyclopedia of Science. Eds. K. Lee Lerner and Brenda Lerner. Vol. 2. 3rd ed. Detroit: Gale, 2004. 1006-1008. 6 vols. Gale Virtual Reference Library. Thomson Gale. Brigham Young University - Utah. 12 Oct. 2007 <http://find.galegroup.com/gvrl/infomark.do? &contentSet=EBKS&type=retrieve&tabID=T001&prodId=GVRL&docId=CX3418500577&source=gale&u serGroupName=byu_main&version=1.0>. Thomson Gale Document Number: CX3418500577 16

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