2. Overview
• Situation: Less than 50% of minorities trust police
• Opportunity: Reshape communities’ views
• Challenge: A growing divide
3. Situation Analysis
COPS Office
• Strengths: DOJ, transparency
• Weaknesses: “Cops” is negative
• Opportunities: Profile piece,
publicity
• Threats: Negative perceptions
MCCA
• Strengths: International,
Member Cities
• Weaknesses: No central office,
lacks prominence
• Opportunities: Tommy Norman,
social media growth
• Threats: Negative perceptions
4. Research
• Industry: Fairness, lawfulness and involvement
• Competitors: Other police organizations and oppositional groups
• Target Audience: Low-income minorities
5. Program Goals
• To build trust
• To increase awareness
• And to combat police brutality rates
6. Objectives
• To host festivals
• To generate media coverage
• To convince residents
• And to influence future cooperation
7. Key Target Publics
• Primary: Low-income, middle-age minorities
• Secondary: Young minorities
• Tertiary: Influencers and policy-makers
• Baltimore: Stephanie Rawlings-Blake
• Chicago: Rahm Emanuel
• Dallas: Mike Rawlings, Brenda Allen and Patricia Blasquez
• Los Angeles: Eric Garcetti and Los Angeles Poet Laureate
8. Strategies
• Family festivals
• Promotion
• Partner with Tommy Norman
• Information booths
• Campaign website
• Personality profiles
9. Key Messages
“Four Cities Festivapalooza unites police officers and their communities”
“COPS is here for your family”
“A black American is 2.5 times more likely to be shot and killed by a
police officer than a white person.”
“Do you want to dunk a cop? Join the fun at Four Cities Festivapalooza”
10. Tactics
• Festival activities: Dunk a Cop, Pin a badge on an officer
• Venues
• Baltimore: Inner Harbor
• Chicago: Chicago Park District
• Dallas: Fair Park
• Los Angeles: Grand Park
11. Tactics
• Utilize social media platforms: Clients need name recognition
• #TommyTakesFestivapalooza
• Generate media coverage
• YMCA-sponsored Game Day in Dallas
12. Execution
• Timeline
• Jan.-Mar.: Los Angeles
• Apr.-June: Baltimore
• July-Sept.: Chicago
• Oct.-Dec.: Dallas
• Sample deliverables
• News releases: Four Cities Festivapalooza announcement
• Media advisories: Photo and interview opportunities
• Feature stories
13. Evaluation
• Measure exposure to event
• Facebook shares and invitations
• Website visits
• Festival attendance
• Contests and radio plugs
• Measure media coverage generated
14. Unexpected Results
• Weather advisories
• Illness strikes
• Advertisements do not air
• No outlet runs the stories
• Overwhelming or underwhelming turnout
• Vendors back out
• A violent riot or death before or during the festivals
