ECHO MEDIA GROUP

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California State University, Fullerton
Department of Communications
PRactical ADvantage Communications Agency
California State University, Fullerton – Irvine Campus
3 Banting
Irvine, CA, 92618
December 12, 2013
Echo Media Group
Justine Mrsich – Account Coordinator
12711 Newport Avenue, Suite H,
Tustin, CA 92780
Dear Justine Mrsich:
On behalf of the fall 2013 PRactical ADvantage Communications agency, we are pleased
to present you with a book documenting our time working on the Solar Decathlon. This
book covers the following key points:
 Executive Summary
 Background
 Goals
 Calendar and Timeline
 Campaign Outcomes
 Measurement of Success
 Recommendations
 References
 Appendix
Thank you for giving us the opportunity to be a part of the planning and execution for your
client, the Great Park Neighborhoods at the Solar Decathlon. This hands on experience
helped us gain knowledge in the event planning field. We hope you enjoyed this process
just as much as we have. We wish you great success in the future. Please contact Account
Executive, Alexa Duby at 949-257-3268 if you have any questions.
Best Regards,
PRactical ADvantage Communications – Echo Media Group/Solar Decathlon team
Mitchell Barrett | Nathan Carson | Alexa Duby | Jackie Tolliver | Jenny Ung

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Table of Contents
Executive Summary …………………………………………………………...3
Background ...............................................................................................4
Communication ………………………………………………………………...7
S.W.O.T
Strengths ………………………………………………………….... 8
Weaknesses ………………………………………….....................9
Opportunities ………………………………………………………..10
Threats ………………………………………………......................11
Goals ………………...………………………………………………………….12
Calendar/Timeline ……………………………………………………………..13
Budget …………………………………………………………………………..14
Campaign Outcomes ………………………………………………………….15
Measurement of Success ………………………………………………….….16
Recommendations ……………………………………………………………..18
Conclusion ……………………………………………………………….……..19
References ……………………………………………………………………...20
Event Photos …………………………………………………………………...22
Appendix ………………………………………………………………………...24

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Executive Summary
As students from PRactical ADvantage Communications, we collaborated with the PR
agency Echo Media Group to help build awareness for their client, the Great Park
Neighborhoods (GPN), during the Solar Decathlon eight-day event.
In the first consultation with Echo, we learned that the overall goal was to manage a
booth and two water stations in the exposition tent throughout the duration of the event.
We were asked to promote the first subdivision of GPN, wherein the new community is
called Pavilion Park and accommodates 31 model homes for the public to view. With the
location of Pavilion Park two miles away from the event, we needed to derive a plan to
entice the Decathlon attendees to view the models.
Our plan consisted of a sweepstakes and free giveaways that included water bottles,
visors and sweepstakes items. (Further information regarding the sweepstakes can be
found in the Goals and Objectives section on pg.12.) To ensure the giveaways would not
run out, we arranged to receive 75,000 of each item, and anything left over would be used
for future GPN events.
Even with a few weather setbacks, the Decathlon was a success, bringing in approximately
60,000 people. Anyone who walked through the exposition tent or received a free water
bottle, was subjected to information that showcased at the GPN name and brand. At the
end of the eight-days, Pavilion Park received thousands of visitors, and our client Echo
was pleased with our efforts.

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Background
In order for the Decathlon to be a success, many companies and organizations needed to
collaborate. The same level of cooperation was also needed when it came to working with
Echo and their contacts. Listed below is a description of the Decathlon itself, as well as
the chain of command PRAD worked with during the planning and execution of the event.
The Decathlon is a biennial event put on by the U.S. Department of Energy and held over
two consecutive weeks. Since 2002, the event had been held on the National Mall in
Washington, D.C. For this year’s competition, the event location was changed to the
Orange County Great Park in Irvine, Calif. “The move was to extend the competition’s
reach beyond D.C. and showcase energy efficient and renewable energy
technologies…We’ll be able to reach millions of Southern Californians and demonstrate
the benefits for a new audience,” said DOE spokeswoman Jen Stutsman from the LA
Times. Irvine, Calif. was also chosen for its ability to accommodate the growing masses
by supplying visitor parking, easy freeway access and favorable weather conditions.
The event is a competition in which 20 collegiate teams from all over the world are given
one year to design and construct a 1,000 sq. ft solar powered home that best utilizes
energy efficiency, cost and appearance. This, in conjunction with the best market appeal,
engineering, communications, comfort, hot water, appliances, home entertainment, and
most economical energy balance system, wins the competition. Using objective and
subjective measures to evaluate the team houses, 12 judges assigned points that
determined each team's score and standing. (This year, team Austria, Vienna University
of Technology, came in first, University of Nevada, Las Vegas in second, and Czech
Republic Technical University in third)
Not only were visitors allowed to do a walkthrough of the homes, they were able to visit an
exposition tent that showcased companies and their booths that contained clean,
renewable, efficient products and services. Because FivePoint Communities/GPN was an
official sponsor, a booth was set up for us to manage during the event.

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Echo transcended all expectations in working with top company leaders to successfully
reach their audiences through many different media platforms. With more than 20 years
experience in the industry, Echo provides some of the most well-rounded leaders in public
relations. Some of their more established clients include, Villeroy & Boch Tableware,
Wahoo’s and GPN.
The GPN will embrace the very best amenities Irvine has to offer. The GPN website states
that this community will be designed around family values, excellent public schools, nature,
personal health and well-being. The first community is comprised of the Pavilion Park
homes located at the northern edge of the Orange County Great Park.
Majestic heritage trees and a large central park will make up a well-rounded neighborhood
that possesses many different styles of homes to accommodate all generations’
preferences. The GPN are also very unique, with trails and streets that can be walked and
biked on safely, promoting a social and friendly environment for homeowners to enjoy.
The lush landscape allows residents to incorporate the farming and gardening culture of
the region into their daily lives as well. These fresh new neighborhoods effectively
encompass the values of what the GPN aim to offer to potential homebuyers.
The company responsible for developing the 4,894 GPN homes, is FivePoint
Communities Management Inc. FivePoint is jointly owned by Emile Haddad and Lennar
Homes of California, which is one of the nation’s leading builders of quality homes.
Lennar builds a diverse selection of homes and communities that cater to nearly any
lifestyle. Lennar Homes is the final step of the long process, a process that started with
sparking interest at the Solar Decathlon, and ended with the placement of potential buyers
into their amazing, sustainable homes in the newly developed community.

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Chain of Command
Practical Advantage Communications
Student-run agency at Californa State University,
Fullerton located in Irvine, Calif.
Echo Media Group
Public relations agency located in Tustin, Calif., whose client is the Great Park
Neighborhoods. Echo Media Group is PRactical ADvantages' client.
Great Park Neighborhoods
This 3,700-acre parcel was once the El Toro Marine Corps Air Station. Now, a
section of the land is being transformed into a new community
development within Irvine.
FivePoint Communities Management, Inc.
Independent real estate development and management company jointly owned
by Emile Haddad and Lennar Homes and California, Inc.
Lennar Homes of California, Inc.
One of the largest publicly held homebuilders in the United States.

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Communication
Communication was a pivotal component to ensure that all parties involved in the planning
and execution had a clear focus and goal. Most of those involved were able to establish
and complete the highlighted goal, however there were substantial obstacles stemming
from the less-than-ideal communication between the City of Irvine and FivePoints. The
lack of communication between the two was exemplified when the location of the booth
was moved without approval and when FivePoints was not told a permit was required in
order to hand out water bottles.
Despite these communication failures with the City of Irvine, Echo and its chain of
command affiliates were able to communicate in an organized manner and follow the
specified plan up until the end of the event. In the PR Style Guide explains the importance
of communication. Barbra Diggs-Brown states that all levels of employees must have open
communication and support one another, in order to effectively communicate its strategy
and techniques. Because Echo is a long-standing PR agency, it works with high levels of
efficiency, organization, and team work that results in open communication.
Echo was very prompt in contacting our team if anything deviated from the original plan,
resulting in a cohesive relationship. All the team members within PRAD also collaborated
very well together. When looking back at each member’s Leadership Orientation scoring,
the results concluded that each person was ranked in a different leadership category. This
proves why our group worked well together throughout the event. Our communication was
positive at all times, ultimately providing a solid foundation for success.

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S.W.O.T. STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
“Good performance within a company is the result of correct interaction of business
management with its internal and external environment. The recognition of internal
strengths and weaknesses, as well as external opportunities and threats, takes place on
the basis of a SWOT analysis,” states G. Houben, from the Decision Support System
Journal.
STRENGTHS
 The Department of Energy prepared for around 100,000 attendees
With an approximate initial attendance of 100,000 people, there was a great
opportunity for the O.C. Great Park to gain much-needed exposure. The solar
decathlon specifically targeted an audience interested in solar energy. This type of
audience is also interested in developing and sustaining an eco-friendly
environment, which directly correlates with the Great Parks’ plans for this new
community.
 GPN is in partnership with two prestigious corporations
GPN is in partnership with FivePoints and Lennar Homes of California. Together,
these two companies planned and executed some of the finest O.C. communities
such as, Coto de Caza, Greer Rancho, Harveston in Temecula, and more.
 No budget limitations
Due to FivePoint’s success, there was as open budget for Echo to work with when
designing the giveaways and sweepstakes items. However, even with the open
budget, Echo and FivePoints made a conscious effort to recycle props from
previous events and find the best price when purchasing these items. For example,
the booth and the water stations were made by Gothic Moon Production and
recycled from a previous event.

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WEAKNESSES
 Location of model homes off-site from actual event
The location of the model homes was an inconvenience to event attendees. Our
job was to encourage the public to travel by car two miles away from the event
location to view the 31 model homes within Pavilion Park. While speaking with the
visitors in the booth, we encountered a few recurring responses as to why they were
unable to visit the new community. Common responses included “I have my kids
with me, so I don’t want to drag them there,” and “I took public transportation so it
would be too much of a hassle to make the commute.”
 Time limitation for model home viewing
The Pavilion Park model homes closed at 6 p.m., however, the Solar Decathlon did
not end until 7 p.m. This was upsetting to some individuals who visited the booth
after 5 p.m. because it meant they would have to visit the models on a different day.
To many attendees this was an inconvenience because they had a long commute
and were not able to drive back on another day.
 Did not receive the original expected amount of attendees
Originally, the U.S. Department of Energy expected approximately 100,000 people.
This was a huge decline from the usual 300,000 people in D.C. The actual numbers
for the O.C. event concluded at only 60,000 people in attendance. Even though the
attendance did not live up to the typically high numbers, the Decathlon was able to
broaden their reach to a new market.

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OPPORTUNITIES
 Made an impression on a new audience
As mentioned in the background, one of the main reasons for changing the location
of the event was to appeal to a new audience, and encourage the residents of
Southern California to engage in more eco-friendly options and activities. Even
though the Decathlon did not bring in the expected 100,000 people, it still attracted
a new demographic. The people who attended the event equaled the opportune
amount to have the GPN name exposed. Out of the 63,871, the ones that viewed
the model homes hopefully left with a lasting impression.
 Encourage Calif. residents to become more environmentally conscious
Since the Solar Decathlon’s focus was to have competitors create the most energy
efficient house, the event falls under the “green” category. The model homes at
Pavilion Park are also trying to be more eco-friendly. With their bright orange bicycle
logo, the GPN goal is to encourage families to ride their bikes instead of drive. Some
other examples include builders using solar roofs, more green space for kids to
play, and a green house where residents of the neighborhood can go and learn how
to grow their own plants, herbs, and vegetables. The new community hopes to
interest buyers that are more earth friendly, and the Solar Decathlon helped draw
in that demographic.

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THREATS
 The GPN booth was changed last minute
Originally, the GPN booth was supposed to be front and center when visitors walked
into the exposition tent. However, when walking the event venue just days before
the actual event, Echo noticed the booth location had changed to the back of the
tent. This did not sit well with both Echo and especially FivePoints, considering they
were a major sponsor. The reason for the change was because the Department of
Energy had a large setup right in front of the doors, leaving insufficient space for
our booth.
This new location was a threat because it would not have received enough traffic
flow being at the back. Also, people are less inclined to walk towards the back of
the tent. In response, FivePoints renegotiated and was able to change the location.
If they could not have the best spot, then they would take the second-best spot
located on the front right hand side. According to Echo, this position was
strategically placed because people are more inclined to walk to the right when
walking into a building, thus more inclined to have a lasting impression.
 City of Irvine had many rules and regulations
City of Irvine made it very difficult during the entire planning process. There were
many rules and regulations that needed to be followed, and sometimes it was an
inconvenience to Echo. The City of Irvine insisted on approving everything which
took a very long time, leaving little time for Echo to finish their projects and get back
to us at PRAD.
 Horrible weather conditions
Unfortunately, heavy winds and rain impacted the attendance and what we could
do. With horrible conditions, it forced the event to close for several hours for two
days of the Decathlon. Ultimately, this impacted the amount of people that visited
over the eight-days.

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Goals
 Increased awareness of GPN
Throughout the event, there were two positions for PRactical ADvantage to fill. They were
to work the book inside the exposition tent and the water stations outside. For the people
working the water stations, their goal was to hand out free water bottles and drive traffic
inside the tent to the GPN booth. Once at the booth, visitors would then be gifted with free
giveaways which consisted of a lanyard with a key attached, rules about the sweepstakes,
and a visor to keep shady outside.
 Drove traffic to Pavilion Park
Our main goal during the event was to promote the new community, Pavilion Park, and to
encourage the event attendees to visit the 31 beautifully-crafted model homes located two
miles away from the Decathlon location. Instead of just telling people to visit, Echo created
an incentive. The incentive was a sweepstakes. Booth visitors were given a lanyard with
a key on it and had to drive to the visitor center located within Pavilion Park. They would
then attempt their luck on a locked-up bike. If their key unlocked one the lock then they
could take the bike home for free. At the end of the Decathlon, out of the eight total bikes,
there were three winners.
 Stood out among the many exhibitors
In order to create a lasting impression, Gothic Moon Productions (the company who
designed and built the booth and water stations), created a very memorable environment
for the two spaces. They made sure to stay with the eco-friendly theme by incorporating
all-natural products like wood into their design. Gothic Moon Productions also made the
booth very appealing by incorporating fake grass into the design. This made the GPN
booth stand out among the rest.
 Collaborated with Felt Bicycles to produce a booth that celebrated the symbolic
orange bicycle of the Great Park Neighborhoods’ logo.
The biggest giveaway was the bright orange beach cruiser made by Felt Bicycle. Their
incentive was to increase OC Great Park awareness and encourage a green approach to
the model homes. Each bike cost an approximate $350.

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Calendar/Timeline
Date Event Time
9/3/2013
Group meeting - talked about our new client
Echo Media Group 3:30 p.m. - 3:45 p.m.
9/6/2013
Visited Echo's office in Tustin - Brainstorm
session. 'Shift' Assignment 12:15 p.m. - 1:45 p.m.
9/12/2013
Group meeting - worked on event planning
and sweepstakes 11:30 a.m. - 2:30 p.m.
9/23/2013 Developed talking points for event staff 2:00 p.m. - 3:30 p.m.
9/26/2013
Talking points for event staff due to Echo via
email. By 12:00 p.m.
9/27/2013
Event training session at Echo and received
event shirt 2:00 p.m. - 3:15 p.m.
10/1/2013
Walked event venue. Met Carol Wold from
FivePoint Communities 1:00 p.m. - 6:00 p.m.
10/3/2013
First day of Solar Decathlon - Open 11:00am-
7:00pm 10:15 a.m. - 6:00 p.m.
10/4/2013 Second day of event - Open 11:00am-7:00pm 10:15 a.m. - 6:00 p.m.
10/5/2013 Third day of event - Open 11:00am-7:00pm 10:15 a.m. - 6:00 p.m.
10/6/2013 Fourth day of event - Open 11:00am-7:00pm 10:15 a.m. - 6:00 p.m.
10/10/2013 Fifth day of event - Open 11:00am-7:00pm 10:15 a.m. - 6:00 p.m.
10/11/2013 Sixth day of event - Open 11:00am-7:00pm 10:15 a.m. - 6:00 p.m.
10/12/2013 Seventh day of event - Open 11:00am-7:00pm 10:15 a.m. - 6:00 p.m.
10/13/2013 Eighth day of event - Open 11:00am-7:00pm 10:15 a.m. - 7:30 p.m.
10/31/2013
Post Solar Decathlon meeting with Echo at
Pavilion Park 2:00 p.m. - 3:15 p.m.
11/19/2013 Group meeting - worked on final campaign 2:30 p.m. - 4:00 p.m.
12/12/2013 Final presentation 2:30 p.m. - 3:45 p.m.

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Budget
Usually, when planning an event there is a budget to ensure proper spending. As
mentioned earlier in the strengths section of the SWOT, there was no “specific” budget for
Echo. Our contact through FivePoints Vice President of Public Affairs, Carol Wold,
explained Echo was able to bid out various items in order to get the best price. From there,
the items’ prices were sent to Mrs. Wold, where she would chose to approve or deny the
choices.
To keep costs down, FivePoints managed to restore the water carts used at a previous
event, and recycle a brochure from a builder event that contained all the information about
the builders. The budget only stemmed from the water bottles, visors, lanyards/keys, and
bikes specifically designed for the sweepstakes. The total cost of all the items including
the sponsorship, reached $204,825. (This amount does not include the cost to pay Echo’s
employee’s to work the event.) Below is a chart with further budget details.
Giveaways Number of Giveaways Cost
Water Bottles 75,000 $25,580.00
Visors 75,000 $38,175.00
Lanyards 75,000 $38,270.00
Bikes 8 $2,800.00
Sponsorship $100,000
TOTAL $204,825.00

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Campaign Outcomes
The campaign outcomes can be expressed through all of the positive feedback we
received back from the public, the client and their affiliates, as well as through the
measurement of success listed on the next page. In our last consultation with Echo, Mrs.
Wold, attended to thank us for our help with working the event and helping promote the
new community. Mrs. Wold added that we would be featured on the GPN website and
newsletter.
Another positive note was the attention Pavilion Park received not just during the event,
but after. The Decathlon was a great way to start encouraging people to view the model
homes. In the beginning, we didn’t know how successful we would be, but with the first
subdivision nearly sold out, there is talk of building the second subdivision with the GPN
sooner than planned.
Working with Echo during this whole process was an eye opening experience for each one
of the PRAD team members. Not only did we learn internal event planning, we learned
how to come together and succeed as a team.

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Measurement of Success
To accurately measure the success of the Decathlon, we relied on quantitative data. This
type of research is in the form of numbers and statistics and provided through equipment
that collects numerical data, says Nick Denzin from the Handbook of Qualitative and
Quantitative Research.
In regards to the event, the data collected consisted of the amount of attendees that visited
over the eight days and the exact number of items we handed out to attendees. The data
is listed below.
Attendance by day:
Oct. 3: 4,790
Oct. 4: 2,681
Oct. 5: 9,000
Oct. 6: 10,000
Oct. 10: 6,000
Oct. 11: 7,400
Oct. 12: 12,000
Oct. 13: 12,000
Total: 63,871 visitors
These numbers are from the CityofIrvine.org website and were based on the parked cars
counted and multiplied by 2.5 or 3, depending on whether it was a weekday or weekend.
These numbers also include school children on field trips.

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Also accounted for, were the number of items that were given away. These numbers were
calculated from counting the leftover items and subtracting from 75,000. The chart below
displays the giveaway counts.
Out of the estimated 100,000 attendees, 63,871 were accounted for, and of those 63,871
visitors, there are 58,703 GPN items given away. This concludes that almost every
visitor who attended the event, was exposed to the GPN brand in one way or another.
This information is vital when trying to determine the count for how many people visited
the model homes in Pavilion Park during the event as well.
After speaking with GPN sales agents, Joseph Pimental from the OC Register recently
reported that 58 out of the 79 homes released to the public in the opening weekend of
FivePoint Communities’ much anticipated new neighborhoods either have been sold or
reserved in past week. Ultimately, our efforts in promoting GPN, while managing the
booth and water carts, proved to be successful.
Giveaways Number of Giveaways Number of Giveaways Used
Water Bottles 75,000 28,000
Visors 75,000 13,000
Lanyards 75,000 8,500
Brochures 75,000 9,200
Bikes 8 3
TOTAL 300,008 58,703

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Recommendations
The Solar Decathlon was a success for everyone involved. Together, Five Points, Echo,
and PRAD succeeded in bringing awareness of the GPN brand to the Decathlon
attendees. Even though the event was a success, here are few things we believe could be
changed to better suit the next Solar Decathlon.
Larger water stations
We had thousands of visitors stop by the water carts for free water. With large masses of
people, we sometimes struggled to keep the water bottles stocked and chilled. Larger
buckets to chill the waters in would have been very helpful. The containers we used could
only hold approximately 30 waters at one time. It would be much more accommodating if
we could fit 50 to 75 water bottles at once, in order to provide every customer with a cold
water.
Other improvements on water stations
On the first day of the event, a food inspector came by the water carts and told us a permit
was required in order to hand out the water bottles. Knowing this detail ahead of time
would have saved us time and money. Also, permanently affixing decorations to the carts,
such as decorative oranges, would be beneficial in preventing visitors from stealing them
off the water cart. The oranges visually looked great, but by the end of each day, they were
all gone.
Better preparation for moving heavy objects
Throughout the two weekends, the team had to move heavy boxes full of giveaways. At
first we used a dolly, but everyone soon realized this was inefficient. Instead, we used a
larger cart with wheels. This helped us make fewer trips to the storage unit and keep
supplies stocked. Access to a golf cart at any time would have been very helpful as well,
especially with moving the heavier supplies like the water bottles.
More control over the PR and advertising
In our last meeting on October 31 we discussed the attendance and how we felt the PR
and advertising could have been better. It seemed as though the agency in charge did not
promote the Solar Decathlon well enough. We feel if Echo could take on this responsibility
in the future, the Decathlon could bring in higher attendance.

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Conclusion
For the first time in its history, the Solar Decathlon came to California; As PRactical
ADvantage students, we were fortunate enough to be an integral part of this exciting event.
Initially, the task appeared daunting as we were going to be working with a huge event
that typically draws large crowds. However, in the end we managed to collaborate with
some amazing clients to produce an event that was not only successful, but also an
encouraging example for future events in Irvine. Many aspects of the Decathlon did not
follow a script, but as with all events, with a little communication and cooperation, we
navigated even the most turbulent disruptions as a cohesive unit. This was an extremely
rewarding event for all involved, and we can only hope that our future endeavors will follow
a similar path.

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References
About Lennar. (2013, October 31). In Lennar. Retrieved November 26, 2013
http://www.lennar.com/about/about
About Solar Decathlon (2013, November 11). In U.S. Department of Energy Solar
Decathlon. Retrieved November 26, 2013
http://www.solardecathlon.gov/about.html
Carpenter, S. (2012, January 27). Solar Decathlon Will Move to Orange County in
2013. In Los Angeles Times Home & Garden. Retrieved November 2, 2013
http://latimesblogs.latimes.com/home_blog/2012/01/solar-decathlon-2013-
orange-county-great-park.html
Denzin, N.K., & Lincoln, Y.S. (2000) Handbook of Qualitative and Quantitative
Research. Thousand Oaks, CA: Sage Publications, Inc.
Diggs-Brown, Barbara. The PR Style Guide. 2nd ed. Belmont: Wadsworth, 2007, 43.
Print.
Houben, G., Lenie, K., & Vanhoof, K. (1999, August). A Knowledge-based SWOT-
analysis system as an instrument for strategic planning in small and medium sized
enterprises. Decision Support Systems, 26(2), 125-135. Retrieved December 7,
2013, from http://www.sciencedirect.com/science/article/pii/S016792369900024X
Live, Work, Learn, Play and Connect. (2012, October 19). In Five Point
Communities. Retrieved November 2, 2013 http://www.fivepointcommunities.com
Pierceall, Kimberly. "Sun sets on Solar Decathlon." OC Register. N.p., 13 Oct. 2013.
Web. 8 Dec. 2013.
Pimentel, Joseph. "Initial Phase of Pavilion Park Nearly Sold Out." OC Register. N.p., 7
Oct. 2013. Web. 7 Dec. 2013.
Solar Decathlon 2013 and XPO Moving Forward. (2013, October). In
Orange County Great Park. Retrieved December 2, 2013
http://www.ocgp.org/2013/10/solar-decathlon-2013-xpo-moving-forward/

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Solar Decathlon 2013 Visited the Orange County Great Park. (2013, December). In
Welcome to the city of Irvine. Retrieved December 2, 2013
http://www.cityofirvine.org/services/solar_decathlon.asp

ECHO MEDIA GROUP

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