Sydney Fringe Festival - Social Media Strategy 2010
Final Packet
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Executive Summary
Missouri State University’s Department of Media Journalism and Film is one of
the best comprehensive filmmaking and media production programs in the Mid-
west. The film and media department seeks to educate students about the art of
storytelling and gives them hands on experience working with the most current,
industry-standard equipment and software. The students in the department of
Media, Journalism and Film regularly win national and regional awards.
The Department of Media, Journalism and Film’s most recent project is the
Show-Me Chefs mini-series. This reality-show cooking competition features lo-
cal chefs and culinary arts students who face-off to cook great dishes, highlight
certain ingredients, promote locally grown and produced food and entertain
viewers. Production for this series began during the 2015 spring semester and
will continue through the summer until the show airs on KOZL-TV in fall 2015. The
show will be hosted, directed, and produced by students and alumni from the
MSU Department of Media, Journalism and Film. Show-Me Chefs gives students
an opportunity to gain hands on production experience but it also is partnering
with 319 Event Center, KOZL-TV, Farmers Market of the Ozarks and Mama Jean’s
Natural Market to highlight organic and sustainable food organizations in the
Ozarks.
Show-Me Chefs has also partnered with Care to Learn, a nonprofit organization
in the Ozarks that provides children with basic, essential needs in the areas of
health, hunger and hygiene. By helping to meet these needs, Care to Learn is
helping to ensure that children come to school prepared to learn. The Show-Me
Chefs Showcase is a fundraising dinner being held by the department of Media,
Journalism and Film that will raise money and awareness for this essential organi-
zation.
This Proposal will focus on the three audiences who are connected to the suc-
cess of the Show-Me Chef Showcase: (1) donors who purchase tickets for the
Showcase, (2) the media and businesses who agree to donate to and promote
the event and (3) the stakeholders of the event which includes the department of
Media, Journalism and Film and Care to Learn and the cast and production team
of the Show-Me Chefs show.
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Introduction
We have an opportunity...
...to showcase Missouri State University’s talented students while helping two
great causes! An event with such grand fundraising and promotional goals as the
Show-Me Chefs Showcase requires equally grand planning. With planning pro-
vided by Alexandra Penner, Elijah Kleinsmith, and Sarah O’Toole, producers and
directors can concentrate on their art resting assured a detailed plan is support-
ing their goals to reach every-larger audiences once implimented.
While looking through this proposal, I would like to draw your attention to two
very important distinquishing elements of our plan: 1) attention to detail through
brand standards and thoughtful tactics, and 2) flexibility by design – all elements
of the plan are broken down into functioning parts that can be edited in native
formats.
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Overview of Goal
To promote the Show-Me Chef Showcase to the Springfield-Branson area
in an exciting and strategic way in order to (1) raise awareness for the Me-
dia, Journalism and Film Department at Missouri State University, (2) raise
money for Care to Learn and (3) showcase the talents of local chefs at a
fundraising event.
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The Showcase
The Show-Me Chef Showcase is a multi-course, fine dining, high-class
event hosted like a people’s choice award show. The Showcase will allow
guests to sample the cooking talent of 8 of Springfield’s most talented
Chefs as well as donate to a cause that helps feed school children in the
Ozarks.
The Showcase will take place at 319 Downtown. Admission into the Show-
case will help fund the department of Media, Journalism and Film and
donation opportunities at the event will allow for contributions to be made
to Care to Learn. The event will include:
Donation opportunities:
• Selling DVDs and merchandise
• Selling Show-Me Chef aprons
• Selling Show-Me Chef recipe books
• Silent auction
• Souvenir cup with show-Me Chef logo and discounted refills
Social Media opportunities:
• Live tweet of the event
• Care to Learn promotional photo opportunity
Entertainment opportunities:
• Live music from provided by Branson performers
• Bartending tricks
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Objectives, Strategies, & Tactics
Our team has developed the following objectives to complete in partner-
ship with the department of Media, Journalism and Film to direct us to-
wards the achievement of the overall goal.
Objective 1: To obtain 20 positive traditional media impressions before,
during and after the Show-Me Chef Showcase by November 1, 2015.
Strategy 1: Collaborate with local newspapers to provide information to
the Springfield community about (1) what Show-Me Chefs is and how it
is benefiting local organizations such as the Farmers Market and Care
to Learn, (2) why they should support these organizations and pay for a
ticket to attend the Show-Me Chef Show Case, and (3) the final contri-
bution that Show-Me Chef was able to make to Care to Learn from the
Showcase event.
Tactic 1.1: deliver press releases to 4 local newspapers in the
Springfield area describing the show and its connection to the com-
munity.
Tactic 1.2: distribute 2 media passes to local newspapers who have
agreed to participate in covering the Showcase with 1 follow up
phone call.
Tactic 1.3: compile results of the Showcase and the donations
raised and send a press release to 4local newspapers to display the
success of the Show-Me Chef Showcase in raising money for Care
to Learn.
Tactic 1.4: distribute an electronic media zip file to local newspapers
containing relevant photo, video, logos and press releases.
Strategy 2: Collaborate with local television stations to show the
Springfield community (1) the personalities associated with Show-Me
Chefs, (2) invite viewers to interact with the chefs at the Showcase
event, and (3) advocate for donations to Care to Learn.
Tactic 2.1: deliver a press release to Stephanie Ashley at Ozarks Live
which proposes collaboration between their show and a Show-Me
Chef.
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Objectives, Strategies, & Tactics
Tactic 2.2: deliver a press release to KY3 which proposes a segment
on Taste of the Ozarks that features a Show-Me Chef cooking a rec-
ipe to make at home.
Tactic 2.3: distribute an electronic media zip file to local television
stations containing relevant photo, video, logos and press releases.
Strategy 3: Collaborate with local radio stations to host an on air inter-
view that encourages listeners to watch Show-Me Chefs as it airs each
week, attend the Showcase and raise awareness for Care to Learn.
Tactic 3.1: distribute 3 PSAs, 15, 30, 45 seconds, to the 3 main local
radio corporations describing the Show-Me Chefs Showcase.
Tactic 3.2: recruit an intern or producer of Show-Me Chefs to inter-
view.
Tactic 3.3: provide the interviewee with a press sheet which clearly
states a main message and primary talking points to include during
the interview.
Tactic 3.4: distribute an electronic media zip file to local radio sta-
tions containing relevant photo, video, logos and press releases.
Objectives 2: to distribute promotional material as describe in the objec-
tives and strategies already listed by the date described in the schedule.
Strategy 1: designing promotional materials will help promote the
Show-Me Chef Showcase and provide a visual element that encourages
the audience to participate with the show by purchasing tickets or do-
nating to Care to Learn.
Tactic 1.1: developed a promotional fire side chat video that includs
Cliff Smart describing the elegance of the Show-Me Chef Show-
case.
Tactic 1.2: develop a promotional poster advertising the Show-Me
Chef Showcase.
Tactic 1.3: develop invitations to distribute inviting guests to the
Show-Me Chef Showcase.
Tactic 1.4: develop recipe cards to distribute at community aware-
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Objectives, Strategies, & Tactics
ness event booths for additional community engagement.
agree to distribute promotional material, allow for awareness
events at their location or donate to the Showcase event by July,
2015. The following budget (Table 1.1) has been complied to deter-
mine the total cost of the objectives listed in section 5.0
Objective 3: To generate support for the Show-Me Chef Showcase in the
Springfield community by expanding partnership with the 5 current organi-
zations and 10 new organizations who agree to distribute promotional ma-
terial, allow for awareness events at their location or donate to the Show-
case event by July 1, 2015.
Strategy 1: Obtaining community partners who allow their location to
be used by Show-Me Chefs to promote the Showcase broadens the
reach promotion materials will have and helps insure that information is
being given to community members who already have ties with Show-
Me Chef’s partners.
Tactic 1.1: approach downtown organizations and request permis-
sion to hang flyers and place brochures in their organization.
Tactic 1.2: distribute promotional material to participating organiza-
tions.
Strategy 2: Hosting awareness booths at already partnering organiza-
tions will allow show-me chefs to reach their most engaging and al-
ready interested audience.
Tactic 1.1: contact Doug Pitt requesting permission to attend Care
to Learn’s summer events to host a booth and distribute promo-
tional material for the Show-Me Chef Showcase.
Tactic 1.2: contact the Farmers Market requesting permission to
host a booth and distribute promotional materials for the Show-Me
Chef Showcase.
Tactic 1.3: contact Mama Jeans requesting permission to host a
booth and distribute promotional materials for the Show-Me Chef
Showcase.
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Budget
Please note the professionals who prepared this proposal are donating the cost of labor.
Table 1.1
Description Cost Count Total
Recipe Cards $30 100 $30.00
Invitations $52 150 $82.00
Posters $50 20 $132.00
Event Tickets Free – Digital As needed $132.00
Media Packet Free – Digital As needed $132.00
News Releases Free – Digital As needed $132.00
Postage & Envelopes $76.80 150 $208.80
Banner for Booth $20 1 $228.80
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Schedule
The following schedule (Table 1.2) has been developed to help ensure the completion
of each objective listed in 5.0 Objectives, Strategies & Tactics. This schedule will change
as seen fit by the professionals who prepared this document.
Table 1.2
June July August September November
PSA Delivery
Send .zip
Community
Posters
Invitations
Media Pass
Booth Prep
Event Roles
Evaluation
Initial news release goes out August 15th
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Evaluation
Our evaluation rests on three criteria: objectives, budget, and schedule. To
evaluate our objectives, we will assess if the objectives were met, to the ex-
tent they were are were not met, and whether or not tactics were complet-
ed on schedule. We will also be evaluated on the extent that our budget
was maintained.
Social media analytics will be recorded via Facebook Analytics and Twitter
Activity Tracker to analyze online impact. The website will also track visitors
through Google Analytics.
Successful fundraising:
$10,000 total.
Successful attendence:
100 - 250. 100 paid tickets minimum.
Successful online presence:
Facebook – 200 “Yes” RSVPs on event page.
Twitter – 150% increase in followers month of event, 30+ active inter-
actions during event.
Website – 150% total average traffic increase.
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Qualifications
Alexandra Penneris an undergraduate student at Mis-
souri State University. She will be graduating in 2015 with a
Bachelor of Science in Public Relations and a Bachelor of
Science in Professional Writing, along with a distinction in
Public Affairs. Alexandra has a strong interest in helping orga-
nizations and business build relationship with their public through written
communication, both print and online. Alexandra has written a variety of
technical documents including: brochures, instructions, webpages, memo-
randums, press releases, fact sheets and proposals.
Elijah Kleinsmithis a senior studying public relations
and technical writing at Missouri State University. He current-
ly serves as the Vice President of Account Services for Opal
Agency, a student led and run advertising agency on MSU’s
campus; and, it was recently announced that he will be taking
over as the first ever President at the end of Spring 2015. He continues to
work as a Communications Volunteer for the American Red Cross, Great-
er Ozarks Chapter where he does disaster and non-disaster social media
maintenence, website maintenence and writing, as well as video produc-
tion and other graphic design/promotional work for the local branch.
Sarah O’Tooleis a senior Public Relations major that loves
special event planning. She has worked at Dickerson Park Zoo
on their largest event, Spooktacular, as the event intern. She
has also worked at World Bird Sanctuary as the event and ed-
ucation intern. There, she worked on events highlighting the hiking trails at
the organization. Sarah was also the editor for the Springfield Report, giv-
ing her experience working with news style writing. Sarah will be interning
for Midwest Family Broadcast in the fall for experience in radio promotion.
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Terms & Conditions
This contract confirms the agreement to commence and complete this
project by the undersigned parties. This project will be completed by the
following communications team: Alexandra Penner, Sarah O’Toole, and
Elijah Kleinsmith, in accordance with a course requirement from COM 439 -
Public Relations Techniques and Cases during the Spring 2015 semester at
Missouri State University.
Show-Me Chefs will monitor and direct the execution of this event and all
promotions involved.
Following presentation of this proposal, all ideas and developed materials
are open access and free to use by any of the parties involved, either alone
or in addition to other content Show-Me Chef may decide to incorporate.
_____________________________ ____________
Alexandra Penner Date
______________________________ ______________
Elijah Kleinsmith Date
_____________________________ _____________
Sarah O’Toole Date
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Conclusion
This plan is unique...
We offer you not only a plan that looks good on the sur-
face, but one that is backed up with detailed-oriented or-
ganization that allows anyone to pick-up this plan and be-
gin promoting the event in no time!
Consistency – You have brand standards. We have brand stan-
dards. As Steve Jobs said, “Details matter.” No part of our Show-
case brand is without cause; the darker red trimming is in the same
family as the original Show-Me Chefs red, but offers a high-culture
feel. This surrounds the central theme and backbone to the event
which is localism (shown with the farmers market food). Finally, the
subtle (and matching typography) “Show-Me Chefs Showcase”
logo sticks with the original intent of the “Show-Me Chefs” logo
while also using the oringial design to feature an appealing and
consice message: it is an event.
Flexibility, by design – Because our plan is built in fully-built parts,
rather than drawn together draft after draft, our plan allows chang-
es to be made at any level – large or small. All image files have
been saved in .psd format and organized in an image folder acc-
essable via a link available at the end of this proposal; similarly, all
documents are saved seperately in their respective formats (.indd,
.docx, .txt, etc.) as well as all templates, including letterhead.
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Appendix
Message and talking points –
Central Message: Show-Me Chefs Showcase is a local-centered cooking
event featuring a live show to be aired on KOZL-TV with the goal of raising
money for the Media, Journalism, and Film Department at Missouri State
University and Springfield’s Care to Learn.
Talking Points:
- All food features local ingredients.
- Every chef is local.
- 319 Downtown Event Center is major sponsor.
- Website is ShowMeChefs.net
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Appendix
Social media plan –
The social media plan centers around Facebook promotion through an
event page and Twitter engagement with high-profile guests and others,
especially during the event.
Facebook Event Page
Complete Social Media Builder File
bit.ly/showmesocialmedia
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Appendix
Social media plan (continued) –
Photo Booth
A photo booth at the event will require a full-time social media manager to pro-
mote the different faces of the event. This is similar to Springfield Newsleader’s
out on the town photo sets.
Full-Time Social Media Manager
We strongly recommend recuriting a full-time social media manager (someone
willing to volunteer or work for credit) in order to best promote the event through
Facebook and Twitter. This role becomes especially important as the event draws
closer and media outlets start reporting. This role is essential for live-tweeting
and promoting at the event.
TweetLift
We recommend utilizing TweetLift’s data-driven consumer insights to boost fol-
lowing and engagement on Twitter. Begin one-month prior to event to utilize full
free-trial. Shortcut to website inlcuded in Showcase Social Media Builder File.
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Appendix
Media List –
John Kimmons, Midwest Family Broadcast (417) 886-5677
Sarah McMillan, Hiland Springs Country Club Social Media/Events
417 Magazine Katie Pollock Estes, Editor, 417.883.7417 online story submission
KY3 417-268-3200, online story submission
NewsLeader, Paul Berry, Executive Editor, 417.836.111 pberry@news-leader.com
Stephanie Ashley Ozarks Live! 417-862-6397 KOZL
KSMU Scott Harvey News Director & Content Coordinator 417-836-4751
KRBK-TV 417.522.0020
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Appendix
Donation explanation –
Donations for this event will go to both the Media, Journalism, and Film
Department at Missouri State University and Care to Learn. The Media,
Journalism, and Film Department created Show-Me Chefs, which is pro-
duced by students at Missouri State University. Care to Learn, with roots in
education, is a cause that is important to many at Missouri State University
and in the department.
