Accendo Communications Campaign Plan

Table of Contents
Cover Letter.........................................................................1
About Accendo Communications........................... 2
Meet the Team....................................................................3
Executive Summary ........................................................ 4
Situational Analysis......................................................... 5
Research Methodology.................................................. 6
Focus Group Findings and Analysis......................... 7
Survey Findings................................................................. 9
Summary of Research....................................................12
Limitations of Survey....................................................13
Recommendations..........................................................14
Campaign Plan..................................................................15
Timeline................................................................................21
Budget................................................................................. 23
References.......................................................................... 25
Appendix A: Online Survey Sample
Appendix B: Focus Group Consent Form
Appendix C: Focus Group Moderator
Appendix D: Focus Group Worksheet
Appendix E: Focus Group PowerPoint
Appendix F: Invitation Email to Client
Appendix G: Flier for Kick-Off Event
Appendix H: Flier for Ghost JAM
Appendix I: Flier for JAM ‘n Yo Jammies
Appendix J: Mock Social Media - Instagram
Appendix K: Mock Social Media - Facebook
Appendix L: Bumper Stickers
Appendix M: Press Release for Kick-Off Event
Appendix N: Sample Facebook Polls: Kick-Off Event
Appendix O: Transcripts for Focus Groups 1 and 2

Cover Letter
1
Accendo Communications
University of Florida
Gainesville, FL 32601
The JAM
817 W University Ave
Gainesville, FL 32601
Dear Mr. Blake Briand and Eduardo Reyes:
Accendo Communications is pleased to present you with our comprehensive research plan for “Live
Music, Your Way,” a campaign designed to increase the reputation and brand awareness of The JAM
among students and non-student music lovers. This report includes in-depth research into The JAM’s
target publics, its current situation and a proposed campaign plan to turn the venue’s current situation
into an opportunity.
We began our research in March 2015 by collecting information from UF students, Santa Fe students
and, non-student music lovers, through distributing a survey and conducting two focus groups. This
research gave Accendo Communications further insight so it could identify the situation at hand and
find the best solutions to The JAM’s reputation and brand awareness issues.
The solutions recommended are outlined in the campaign plan included in this book. It consists of
goals and objectives, along with detailed strategies and tactics. Based on the research findings, Accen-
do Communications formulated this comprehensive plan in order to make The JAM the number one
music venue in Gainesville.
If you have any questions or concerns, please do not hesitate to contact us. We look forward to hear-
ing from you.
Sincerely,
Luisana Segu Jade Pierre
Sonia Portaluppi Erick Edwing Julianne Huhn

Accendo Communications derives its name from the latin meaning:
to inflame, illuminate, to ignite.
We ignite every piece of work we create with innova-
tion and originality. Accendo strives to integrate the best market
research, campaign strategy and campaign plan implementation
for optimum results. The team uses creative storytelling to narrate
our client’s vision of where they want to be. With a focus on brand
identity and awareness, Accendo Communications maintains one
goal: to grab the curiosity of the consumer.
2

Meet the Te m
“ Remember the little things
that build up to big ideas.“
Account Executive
Erick Edwing
“ Treasure the small things,
don’t take anything for
granted.“
Social Media Director
Julianne Huhn
“ Walk in my shows and
you’ll know me.“
Research Director
Jade Pierre
“ Great things start one step
at a time.“
Creative Director
& Copywriter
Sonia Portaluppi
“ Learn something new ev-
ery day and you’ll never be
bored.“
Public Relations
Director
Luisana Segu
1
3

Executive Summary
Purpose: Accendo Communications provided its expertise to help The JAM, a local music venue in
Gainesville, with the mission of bringing live music to the Gainesville community. Throughout the
project, Accendo Communications was committed to helping its client identify strong relationships
with its target publics and expand its brand awareness.
Brief mention of what was done: Accendo Communications completed thorough background re-
search on The JAM in order to better understand The JAM’s history, current situation and the venue’s
strengths and weaknesses.
The research conducted allowed the team to have a better understanding of The JAM’s target
publics and its expectations. Moreover, it also helped the team see the opportunities that would allow
The JAM to improve its reputation and its level of brand awareness.
Major Findings: The findings gathered were also incorporated into Accendo Communications’ cam-
paign plan, which focuses on increasing awareness of the JAM’s improved services, renovated ven-
ue and music events to the Gainesville residents and UF and Santa Fe students. Our research found
surprising key themes such as a lack of awareness, insufficient media outreach, and overall mixed
responses to future services. Our research heavily supported the idea that social media was the top
media used to stay updated about both live music in Gainesville and The JAM’s events. Word-of-
mouth was also the most popular way for people to hear about live music events in Gainesville; even
more than social media, traditional news media and flyering or postering.
Major Recommendations: With this focus in mind, we designed a cornerstone slogan, “Live Music,
Your Way” to serve as inspiration for the entire campaign. This slogan also served to entice its audi-
ence to have positive perceptions of the JAM and display the mission of the venue. Accendo Com-
munications also created strategies and tactics that should be executed in a timely manner in order
to achieve the set goal by December 31, 2015. We suggested the use of major music events that are
publicized using social media tactics and methods, along with interactive engagement through social
media contests.
Accendo Communications invited (See Appendix F) The JAM’s owners to a presentation of the
campaign plan suggested.The team members hope that The Jam will use the outlined campaign plan
and the recommendations proposed to establish The JAM as the number one music venue in Gaines-
ville.
4

Situational Analysis
The JAM, established in 2012, is a music venue located in Gainesville with the mission of meet-
ing the musical needs of the community by providing artists a place for expression and an accepting
space for attendees. The JAM, however, has not been able to motivate its target audience to help the
business sustain awareness and event attendance. This is attributed to a lack of brand identity that will
prove troublesome for The JAM’s future. The JAM reopened its doors in January 2015 after a closure
in December 2014, presenting a renovated interior and implementing a new business focus. The JAM
plans to maintain its business ethos of providing a home for musical creativity while remaining prof-
itable through initiatives such as booking private events, recording demos for artists, and targeting a
new public that would make its economic future feasible in the long run.
Current Status
Since its reopening in January 2015, The JAM only opens on Wednesdays, and operates when
private events, shows, and recording are booked, as opposed to being open every night of the week.
Three nights of the month, the venue is booking well-known local bands, such as Flat Land, Savants
of Soul, and Morning Fatty, which are known to generate profit on nights of performances with an
average attendance of 300 to 320 people. On Wednesdays, The JAM hosts a drum circle, which is a
popular night with modest attendance of an average of 140 people. Profits solely come from alcohol
sales, however for every $100 of alcohol sold, there is only a profit of $50. Money from cover charges
is given directly to performing bands.
SWOT
• Strengths: The JAM’s indoor venue holds about 99 people while its backyard can fit up to 350
people. Its outdoor area hosts drum circles and concerts on its castle-themed stage. The venue
also provides quality instruments for bands and attendees to use as they please.
• Weakness: The JAM lacks brand awareness within the local community and does not have a clearly
defined target audience. It also does not count with a positive reputation among the target publics
it wishes to reach out to along with the local community. The JAM does not have a liquor license
and can only sell beer and wine to its public. The venue tends to attract undesired publics such as
the homeless and travelers, deterring paying customers from wanting to attend.
• Opportunities: The venue’s renovated interior along with its remodeled bar and soundproof walls
presents a fresh image for The JAM. It has the opportunity to foster a stronger partnership with the
Gainesville community and position itself as a special events venue for school organizations.
• Threats: There is high competition from the High Dive and The Wooly, which are similar estab-
lishments located in Downtown Gainesville. The venue’s lack of security around the premises leads
to break-ins and homeless campouts. Additionally, the current location will likely be demolished
within the next two years, forcing The JAM to relocate.
5

Research Methodology
Preliminary research of The JAM shows that there is a problem with a lack of brand identity
and a lack of target audience awareness regarding its new services. Further research was conducted
to analyze the venue’s current level of brand awareness; how to improve its reputation; what services
appeal to its target audience; and lastly what musical acts will attract target publics to The JAM.
This research assessed the perceptions of two target publics: students from UF and Santa Fe
who are avid music listeners and non-student Gainesville residents who are interested in music.
Accendo Communications conducted a qualitative research by interviewing two focus groups
so as to analyze all two target publics’ stance on The JAM. Convenient sampling was used for the fo-
cus group research. Each focus group had two moderators who were in charge of leading the discus-
sion by following their moderator guides (See Appendix C). A total of fourteen participants residing in
Gainesville were recruited and both focus groups lasted an hour. During the focus groups, the individ-
uals were given a consent form (See Appendix B) in order to ensure that the participants were in-
formed of the implications of the research. The moderators also went over a powerpoint presentation
(See Appendix E) of the Jam so that the participants could have a better understanding of The JAM.
A worksheet (See Appendix D) was also distributed to the participants in order for those who didn’t
speak as much to write their thoughts.
In addition, the research team also developed a quantitative research through an online survey
provider, Online Qualtrics software (See Appendix A). Cluster and convenience sampling was used to
recruit the participants. Accendo Communications posted the survey on diverse Facebook pages that
tailored to The JAM’s audience. The survey had a total of 31 questions, which lasted 10 to 15 minutes
and had a total of 277 respondents answer.
6

Focus Group and Analysis
Accendo Communications conducted focus groups to collect responses concerning partic-
ipants’ perception of live music events in Gainesville, their opinion of The JAM’s reputation, brand
awareness, and social media strategy. The focus groups were also asked about current and future
services The JAM has to offer. See Appendix O for transcripts.
Accendo Communications observed several reoccurring trends through the focus groups
amongst students and local, non-students.
Awareness
Through the focus groups, the first common theme was a general lack of awareness of The
JAM’s existence or that it had re-opened. Eight of the 14 participants from the two focus groups had
never been nor heard of The JAM. The other six participants had attended The JAM on at least one
occasion.
Participant 8 (FG1): “I thought they were still closed. I thought they just opened for that stu-
dent show (Swamp Records Showcase).”
Reputation
A second theme was The JAM’s reputation. According to the participants, The JAM’s reputation
is affected by its narrow focus on a target public. Participants in both focus groups felt that the venue
caters to a small, specific audience, resulting in low awareness from others. As a result of their focus
on a narrow target public, the participants said potential customers might feel alienated from attend-
ing.
Participant 11 (FG2): “I feel like it’s that really white, hippy community and when they have
shows all of a sudden they take on like a Jamaican effect. I’m just like, ‘Woah!’ That automatically dis-
courages me from going to there.”
Also, issues such as homelessness and drug use damaged the reputation of The JAM among
the focus groups. For Focus Group 1, participants’ attitudes towards The JAM seemed to be affected
by the venue’s distance from midtown and downtown Gainesville.
Participant 7 (FG1): “It’s a sketchy crowd, kind of, there... I have gone there, and there are just a
lot of homeless people outside drinking. It’s kind of sketchy. It’s not that well lit, either.”
Social Media
The participants agreed that social media (Twitter, Facebook and Instagram) is an important
medium used to verify events and get notifications. However, The JAM is not using its social media
platforms to the best of its ability in terms of building a consistent brand identity. The participants
agreed that The JAM’s current social media presence would not be appealing to new visitors since the
accounts do not showcase the venue’s space, past music events or the current environment.
Generally, the groups viewed social media presence as an important tool for attracting its current au-
dience as well as new audiences if conducted in an engaging way. Participants also
7

noted The JAM’s heavy reliance on word-of-mouth and websites that sell tickets for attendance.
Participant 7 (FG1): “...Show me stuff I can’t normally see anywhere. So, if they could show be-
hind the scenes with the bands, a band setting up or a mini interview with the band, the clips, things
like behind the scenes. Not that it has to be professional, but something that I couldn’t just walk in
the door and see it. I can see a bar. I don’t need to see it on Instagram. I like to see backstage with the
band setting up.”
Participant 13 (FG2): “Instagram should not be used for self-promotion. It’s really lame. I don’t
want to see that on my feed. It should be a spot for hopefully creative photos. It’s more of a place to
showcase themselves as opposed to promoting themselves.”
Venue Appeals
The participants discussed the appeals of attending a live music venue. For Focus Group 1, the
important factors of appeal are : inexpensive beverages, a desirable atmosphere, an inexpensive cover
charge to get in and, most importantly, its popularity among friends. However, participants in Focus
Group 2 stated that the allure of seeing an artist perform in person is a main reason for attending a
live music venue, along with the ambience and the setting of the venue as another factor.
Participant 6 (FG1): “I feel like it is more so a place to get together with friends, just have a
good time and to chill. It is not so much dancing. It’s more so just to catch up on people.”
Participant 11 (FG2): “The experience. It’s not the same as watching videos or listening to it on
the radio. (You get a) different feeling when you’re seeing (it) live.”
The focus group participants generally viewed private events as a possible service they’d be
interested in, but felt that it would be difficult to accommodate their guests due to a perceived lack of
safety, the absence of a liquor license and an already set partnership with other venues through their
fraternities and sororities.
Participant 10 (FG1): “We have set in stone places we go to. You have your places that you
frequent, and it’s just not in there. He would have to do something like it would be cheaper than any-
where else or do something special to draw us away from where we already go.”
Three participants did view The JAM’s location as convenient for bands to use this service.
Participant 14 (FG2): “I think it’s a decent idea, like having equipment for people who don’t
own it to come and play and record. The only thing is I would like to know more about the quality of
their recording or any equipment they have.” (In regards to music recording)
Continued
8

Continued
Current Services
The last theme discussed amongst the two focus groups was the current services. Focus Group
1 generally stated that The JAM should focus on current services that are bringing awareness and
profits to the venue such as live music nights as well as providing free shows or inexpensive beverag-
es.
The participants felt that moving forward, The JAM should focus on building a concrete reputa-
tion and brand identity, especially through social media and word-of-mouth promotions. On the other
hand, Focus Group 2 believed that The JAM should dedicate its time on improving its current services
rather than creating new services. However, they did agree that The JAM should focus on building a
concrete brand reputation.
Participant 10 (FG1): “Yeah, you got to stay open. I mean, reputation is a hard thing to build, it
doesn’t happen night, but you got to. With the Swamp (Records) thing that was really good, a kick off
kind of thing. You have to follow up with something, another big event and maybe one where you can
kind of space them out. If you keep that going over the span of a semester then when people come
back for summer or fall they will be like ‘Oh! Remember this place that did that cool stuff last semes-
ter?’ and it’s a snowball kind of thing.”
Survey Findings
Respondents’ Demographics
Out of 277 responses to the survey (See Appendix A), 196 fully completed the questions. The online
survey participant demographics are as follows:
• About 76% (n = 145) were female, while 24% (n = 46) were male;
• About 97% (n = 186) of the respondents were college students and 3% (n = 5) were non-student
Gainesville residents;
• 16% were freshmen; 20% were sophomores; 20% were juniors; 37% were seniors;
• 5% were college graduates; and 2% were not currently in school;
• About 75% (n = 144) were Caucasian; 9% (n = 18) were Asian; 5% (n = 9) were Black/African Amer-
ican; 5% (n=10) were Hispanic, and 5% (n = 10) identified as other.
9

Respondents’ Preferred Media Outlet:
• About 74% (n = 203) of respondents said that social media was the outlet they used the most to
stay updated about live music in Gainesville followed by:
• 36% (n = 100) use flyers;
• 18% (n = 50) use newspapers;
• 9% (n = 24) use blogs to stay up to date.
Survey Findings
Continued
want to be more aware of the live music scene in Gainesville.
Respondents’ Attitudes Towards The JAM’s Tentative Future Services:
Out of 277 responses, the survey data collection reported 190 individual answers evaluating the par-
ticipants’ attitudes towards the current and potential services available at The JAM.
Private gathering services:
• 43% (n = 82) are not interested in booking The JAM for a music or private event;
• 22% (n = 42 ) are neutral in booking The JAM for a music or private event;
• 35% (n = 66) would be interested in that particular service.
Video and Sound recording services:
About 77% (n=165) of the participants are also not interested in the video or recordings services that
The JAM offers
• 13% are neutrally interested in the video or sound recording services;
• 10% are interested in the video or sound recording services.
Respondents’ Familiarity with Local Music
Venues in Gainesville:
When asked to measure how strongly they
agreed or disagreed with the statement: “I am
familiar with live music in Gainesville,”
• 34% (n = 77) of respondents strongly dis-
agreed with the statement; 31% (n = 71)
of respondents disagreed; 15% (n = 35) of
respondents neither agreed nor disagreed;
• 16% (n = 37) of respondents agreed; and 4%
(n = 8) of respondents strongly agreed. Of
these respondents, 50% (n = 115) answered
10

The survey results also showed that the participants would like to stay updated about The
JAM’s music events:
• 56 %(n = 106) of the participants would be interested in keeping track of The JAM’s music events;
• 44% (n = 88) are not interested.
Survey Findings
Continued
Respondents’ Perceptions of The JAM:
Participants were asked to express whether they enjoyed The JAM as it currently is.
• According to the data, 17% (n = 32) disagreed (they didn’t agree that they enjoyed it as it currently
is).
• 18% (n = 35) agreed that they enjoyed The JAM as it is.
• The majority of the participants, 65% (n = 122), neither agreed nor disagreed.
Participants were asked to answer whether they would be more willing to attend events at other ven-
ues than The JAM.
• In these findings, 18% (n=34) disagreed with the statement.
• 25%(n=47) agreed with the statement.
• The majority of participants, 57 % (n= 107), neither agreed nor disagreed.
11

Summary of Research
The quantitative and qualitative findings concluded that general awareness of The JAM is an
issue among Gainesville residents and local college students (UF and Santa Fe). For example, about
half of the survey respondents knew about The JAM, while the other half did not. Similarly, 8 of the 14
participants in the focus group had neither heard nor been to The JAM before.
Furthermore, both findings discovered that there was an overall lack of attendance to events
among the population who potentially know about The JAM. This lack of attendance can be attributed
to the venue’s inconsistent brand identity along with a pre-existing negative reputation that ultimately
discourages its desired target publics from attending. Most focus group participants also felt that The
JAM caters to a target public that wouldn’t be financially beneficial to The JAM.
In terms of the future services The JAM wishes to provide, a vast majority of survey respon-
dents and focus group participants said they would not be interested in reserving the venue for private
events or video and sound recordings. Focus group participants noted that the venue should concen-
trate on current services before expanding into new ventures.
In addition to The JAM’s lack of awareness, it also suffers
from a negative reputation among both the student population
and non-student residents. This can be attributed to the afore-
mentioned narrow focus on a target public, location, genres of
music performed at the venue and an ambiguous brand identity
with a subsequent unclear social media presence. Overall, the
venue’s social media presence did not receive favorable reac-
tions from respondents in the focus groups. Survey respondents
along with focus group participants felt that The JAM is not fully
utilizing its social media outlets, which affects the public’s awareness of the venue, reputation and
brand identity. As the survey showed, social media is the preferred outlet to stay updated about live
music in Gainesville
A large percentage of respondents did not have a set attitude on whether they would be more
willing to attend events at The JAM. This can be seen as an opportunity for the venue to reach out to
its potential target audience with a new appealing approach, and with a clear brand identity.
12

Limitations of Survey
Accendo Communications’ survey was able to gather information from a large amount of peo-
ple (n = 277), but found that its research and findings had some limitations. First, the survey was dis-
tributed to the majority of the student body through Facebook. The research team posted on numer-
ous pages, but understood that this method would not be able to reach every community member in
Gainesville. Through Facebook, the survey was largely distributed to the University of Florida students,
though our survey also targeted Santa Fe students and non-student Gainesville residents. This pro-
vides disproportionate data may have been skewed towards individuals that are Facebook savvy or
that connect through UF-affiliated pages. Therefore, a limitation was not having the services reach
farther out into the community and through email to those that do not have Facebook accounts.
Another demographical limitation was not including “Hispanic” as an ethnicity choice in the
survey. This could have skewed our results slightly because there is a chance that some people would
characterize themselves as “White” or “Black/African American” as an alternative.
Another limitation in our research was the pool of surveyees. Seventy-five percent of the sur-
veys were completed by women. This presents a limitation since there is a wider variety of women’s
interests, than men’s, recorded. In Gainesville, there is estimated 60, 212 males and 64,142 females.
Therefore, although there are more females in Gainesville, having a larger amount of male participants
would have provided a more representative sample.
The survey’s questions also had several limita-
tions. Accendo Communications realized that there
could have been more questions involving surveyees
demographics that would have provided more insight
into our target publics. For example, the group did not
take into account whether a surveyee was a fraternity
or sorority member.This constitutes as a key limita-
tion since The JAM’s management would have liked to
discover whether or not Greek Life members would be
interested in having private events at the venue.
13

Recommendations
Through the research findings, Accendo Communications would like to make several recom-
mendations for The JAM.
Recommendation 1: Implement a strategic and consistent digital communications plan that would
portray the venue in a more appealing light to local music lovers. This digital communications plan
should include updating and adding pictures to social media and The JAM website along with imple-
menting the same logo on every page.
Recommendation 2: The JAM should aim to establish itself as a safe, fun environment, to its targets
publics in order to improve its reputation. Lastly, the venue should heavily consider the area they relo-
cate to at the year’s end since safety and parking issues arose in the focus group discussions.
14

Campaign Plan
Overarching Goal: To increase positive perception of The JAM among
college students and local non-student music lovers between May 10, 2015 and De-
cember 31, 2015.
Goal 1: To increase awareness about The JAM’s events and services from approximately 40%
to 55% by December 31, 2015 . (Approximately 42, 000 of people out the population in Gainesville
that are aware of The JAM)
Justification: Although our survey results showed that 50% of respondents were aware of The JAM, Ac-
cendo Communications lowered the approximate percentage of awareness to 40% to take into account
that convenience sampling was used to pool respondents, a majority of whom were most likely UF stu-
dents.
Objective 1.1: To increase students’ and Gainesville residents’ word-of-mouth awareness
about The JAM from 23% to 40% by December 31, 2015.
Justification: Word-of-mouth was the most popular mode of transmitting information among survey
respondents with 23% saying that is how they heard of The JAM. Expanding on this form of spreading
information, we created the following strategy and tactics.
Strategy 1.1.1: Host “The JAM Kick-off Event” in August with Swamp Records (already an estab-
lished partnership due to the Spring Showcase) and Swamphead Brewery to officially announce the
reopening.
Tactic 1.1.1.1: Contact Swamp Records to book ten artists signed under its label: Bells & Robes, Side-
real, The Savants of Soul, Ya Boy Nick Swain and Flat Land.
Sub Tactic A: Contact Swamp Records Person of Contact: Annaleigh Bonds, vice president:
abonds412@gmail.com
Tactic 1.1.1.2: Create promotional material for kick off events : posters, flyers (See Appendix G),
bumper stickers (See Appendix L)
15

Tactic 1.1.1.3: Create a Facebook event for The JAM Kick-off (Hosted in conjunction of The JAM and
Swamp Records) early July and invite at least 4,000 people.
Tactic 1.1.1.4: Promote The JAM Kick-off by posting the Facebook event in the following Facebook
Pages : The JAM page, Event & Parties, Campus Tips, Off Campus, Gainesville Live Music, UF Class of
2016, 2017, 2018, 2019 (See Appendix K).
Tactic 1.1.1.5: Send a press release and fact sheet to media outlets about The Jam Kick-Off (See
Appendix M ) such as the Gainesville Sun, The Independent Florida Alligator (Ellen Villafuerte, emi-
chelle@alligator.org), Gainesville Scene (Ashley Lombardo, scene@collegevox.com), The Fine Print
Magazine (Erick Edwing, socialmedia@thefineprint.org)
Tactic 1.1.1.6: Place 250 posters and fliers (See Appendix G) about The JAM Kick-off event in August
on 25 bulletin boards on the first week of school.
Tactic 1.1.1.7: Table in Turlington, Plaza of the Americas, and Santa Fe Courtyard with 125 flyers (See
Appendix G) to promote The JAM Kick-off.
Tactic 1.1.1.8: The event will cost $3 at the door, however the charge will be waived if the attendee
can show a Facebook check-in at the door.
Tactic 1.1.1.9: Give bumpers stickers (See Appendix L) to the first 50 people at the door to promote
The JAM’s mission.
Tactic 1.1.2.0: Swamp Head brewery will partner with The JAM and serve its selection of beers with a
percentage of the profits given back to Swamp Head.
Tactic 1.1.2.1: Create a poll which will evaluate the success of the strategy implemented (See Appen-
dix N). A sample poll will ask to vote for attendees’ favorite part of the event (The drinks from Swamp
Head, the performances, the atmospheres).
Tactic 1.1.2.2: Analyze the polls results collected and create strategies that could improve The JAM’s
repuation.
Campaign Plan
Continued
16

Strategy 1.1.2: After the Kick-Off event, create a promotional video about the Kick-off event for The
JAM in late August and release it in September.
Tactic 1.1.1.1: A production intern will create the promotional video with equipment checked out
from UF classroom support free of charge.
Tactic 1.1.1.2: The video will be released on The JAM’s website (thejamgainesville.com) and its social
media platforms to provide awareness about The JAM’s updated brand identity.
Tactic 1.1.1.3: The video will also be posted on Facebook groups such as “Gainesville EDM Commu-
nity” and “UF Class of 2016, 2017, 2018, 2019” on behalf of the social media intern (see timeline for
position information).
Objective 1.2: Increase media from 15% to 30% by December 31, 2015.
Justification: According to the survey questions asking if participants would be more interested in The
JAM if they advertised more on social media platforms, 43% agreed with the statement, and 15%
strongly agreed. This suggests that there is an interest in increasing social media following to assist goals
such as attendance and awareness.
Strategy 1.1.2: To increase overall engagement (likes, comments and shares) on Facebook from
20% to 45% by creating the “How Do You JAM?” online contest from August 19, 2015 to November 4,
2015.
Tactic 1.1.2.1: To enter the contest, participants will upload a picture and tag “The JAM: Gainesville”
with an accompanying comment explaining their favorite memory at The JAM.
Sub Tactic A:The photo will be at the discretion of the participant, but the photo cannot be derogatory,
include vandalism or other unlawful actions in it. Examples of what a photo could include: a participant
at a past show, Drum Circle or at a private event that he or she attended at The JAM.
Tactic 1.1.2.3: The JAM’s Facebook manager will review the tagged pictures, save them and upload the
pictures on a photo album named “How Do You JAM?”
Tactic 1.1.2.4: The first two weeks will be dedicated to submissions. After that, the contest will be closed
for submission and the contestants will be given an additional two weeks to collect likes. At the end of
the fourth week, the contestant with the most likes will win.
Campaign Plan
Continued
17

Tactic 1.1.2.5: The participant with the most likes will win and receive either a $15 voucher for the bar
or waived entry charge for a music act priced at $15 (This will require correspondence between the
owners and the performing artist).
Tactic 1.1.2.6: Give bumpers stickers (See Appendix L) to the first 50 people at the door to promote
Tactic 1.1.2.7: Create a poll (See Appendix N) which will evaluate the success of the strategy imple-
mented.
repuation.
Strategy 1.1.3: To increase the number of people that follows The JAM’s Instagram by 500 people
by December 31, 2015 by engaging with the target publics using hashtags and posting pictures.
Tactic 1.1.3.1: Use an arrangement of the hashtags listed for every picture uploaded: #UF #SantaFe
#Gainesville #GNV and #TheJAM.
Tactic 1.1.3.2: Have social media intern post three picture updates a week: one of the venue and staff,
one of an event hosted that week, and a picture of a beer or drink special.
Tactic 1.1.3.3: Advertise the Instagram handle (See Appendix J) once a month on Facebook.
Tactic 1.1.3.4: Post the pictures either during lunch hours (12 p.m. to 3 p.m.), or during dinner hours
(6 p.m. to 10 p.m.) for maximum reach.
Tactic 1.1.3.5: Create a poll (See Appendix N) which will evaluate the success of the strategy imple-
mented.
repuation.
Campaign Plan
Continued
18

Campaign Plan
Continued
Goal 2: To increase attendance at The JAM among college
students and local non-student music lovers.
Justification: The survey showed that 57% were neutral about attending The JAM over other venues,
while 25% either agreed or strongly agreed that they would attend The JAM over other venues.
Objective 2.1: To increase event attendance among the target publics from an average of 140
people to 300 people between May and December 31, 2015.
Justification: The JAM’s ticket sale records from the 2014-2015 year show these average attendance
numbers.
Strategy 2.1.1: Host a Halloween-themed event in October called, “Ghost JAM,” that centers on
a costume contest. Attendees will be encouraged to post a picture of their costume at the event and
use the hashtag #GhostJam.
Justification for beverage discounts: Early interviews conducted with The JAM’s owners state that they
gain 50% profit on alcohol sales, therefore the following 25% discount prices offered below still allow a
25% profit gained along with a larger attendance to events.
Tactic 2.1.1.1: Attendees can show their tagged picture to the bartender in order to receive 25% off
their beverage of choice.
Tactic 2.1.1.2: Offer a 25% off on a beverage with the purchase of a pre-sold ticket for touring acts.
Tactic 2.1.1.3: Give bumpers stickers (See Appendix L ) to the first 50 people at the door to promote
Tactic 2.1.1.4: Backstage meet-and-greet with a group purchase of more than 10 tickets (for bands
with a larger following).
Tactic 2.1.1.5: Reduced ticket rate (contingent on owner’s discretion) if purchased within 5 hours of
tickets being released.
Tactic 2.1.1.6: Table in Turlington, Plaza of the Americas, and Santa Fe Courtyard with 125 flyers (See
Appendix H) to promote the Ghost JAM event.
19

Tactic 2.1.1.7: Place 250 posters about The Ghost JAM event 25 bulletin boards on the UF campus.
Tactic 2.1.1.7: Create a poll (See Appendix N) that will evaluate the success of the strategy imple-
mented.
repuation.
Strategy 2.1.2: During the month of December, The JAM will host “JAM ‘n Yo Jammies,”
an end-of-the-semester event in partnership with a local brewery (Swamphead or First Magnitude)
that emphasizes relaxation, The JAM’s atmosphere, and taking a break from the stress of finals. To do
so, guests will be encouraged to come in comfortable warm clothing (pajamas or pajama-like).
Tactic 2.1.2.1: Encourage attendees to use the hashtag #jaminyojammies on Instagram or check in at
The JAM on Facebook to receive 25% off their initial beverage.
Tactic 2.1.2.2: Create the event on Facobook and share the event with Facebook groups and pages
that The JAM’s caters to. These pages include: Gainesville EDM Community, UF Class of 2016, 2017,
2018, 2019, and Gainesville Live Music.
Tactic 2.1.2.3: Send promotional email about “JAM ‘n Yo Jammies” to five UF organizations that would
be interested in taking part in the event: Caribbean Students Association (ufcsapresident@gmail.
com), Gainesville Student, Volunteers (GSV) (gvillestudentvolunteers@gmail.com), Multicultural Greek
Council (ufmgcpresident@gmail.com), Navigators International (navigators@gmail.com), University Of
Florida Bands (mlpearce@ufl.edu).
Tactic 2.1.2.4: Create posters and flyers (See Appendix I) and distribute them around Santa Fe and
UF campuses.
Tactic 2.1.2.5: Table and pass out flyers on UF and Santa Fe campuses to promote “JAM ‘n Yo Jam-
mies.”
Tactic 2.1.2.6: Send out a press release about the “JAM ‘n Yo Jammies” event to various media outlets
such as, the Gainesville Sun, The Independent Florida Alligator (Ellen Villafuerte, emichelle@alligator.
org), Gainesville Scene (Ashley Lombardo, scene@collegevox.com), The Fine Print Magazine (Erick Ed-
wing, socielmedia@thefineprint.org)
Campaign Plan
Continued
20

This timeline reflects the tasks that Accendo Communications will implement from May 10,
2015 until December 31, 2015. Preparatory steps will be taken prior to the launch date along with
evaluative steps that must be taken after the campaign’s culmination to analyze the effectiveness of
goals, objectives, strategies and tactics.
Ongoing Monthly Tasks:
• Use Facebook to post statuses, pictures and videos at least once a week. Also, consistently update
a current events calendar on Facebook for every month.
• Table at Turlington, Plaza of the Americas and Santa Fe Courtyard once a month to inform the stu-
dents about The JAM’s events.
• Distribute flyers once a month at Downtown Farmer’s Market and Artwalk to inform non-student
Gainesville residents about The JAM’s events.
• Consistently link YouTube videos onto social media platforms to promote the musical talents at
The JAM.
• Consistently repost photos from the public that have Geo-tagged The JAM to The JAM’s social
media accounts.
• Consistently offer a 25% off a beverage when a ticket is pre-sold for touring acts.
• Offer backstage meet-and-greets with popular touring acts for groups that have purchased 10 or
more tickets.
• For every touring act, offer a reduced ticket rate within 5 hours of tickets being released.
• Release polls after each big events hosted at The JAM. The polls will evaluate the musical prefer-
ences of our audience, The JAM’s reputation and brand awareness.
• Stay in contact with social chairs for Greek and student organizations about upcoming events and
private venue services.
May 2015
• Recruit a social media intern from UF or Santa Fe to maintain and post on The JAM’s social media
platforms.
• List definitive hours of operations on website and social media platforms.
• Post professional cover and profile pictures on all social media platforms.
• Recruit graphic design intern and production intern for unpaid course credit in respective colleges.
• Have social media intern design and create a social media strategy for the months of May to De-
cember (See Appendix J, K)
• Design and print 1,250 flyers (See Appendix G) for future tabling around Gainesville.
• Design and print 250 posters to place around Gainesville and on school campuses.
Timeline
21

• Recruit a marketing intern from UF or Santa Fe to carry out promotional tasks throughout the year.
• Reach out to Greek social chairs and student organizations to inform them of private event services
during the upcoming school year.
• Contact Swamp Records for logistical information regarding the planned Kick-off.
June
• Distribute flyers , promotional decals (See Appendix L ) and posters around Gainesville and on
school campuses.
• Reposting of pictures that are Geo-tagged by the target public.
July
• Start tabling and flyering during Summer B.
• Post first poll to evaluate audience musical preferences.
• Order promotional decals for general JAM.
• Order and print posters for the kick-off event.
• Create Kick-off press release (See Appendix M ) and contact publication.
• Create press release for private events services.
• Start posting links on the JAM’s website to promote the bands for the kick-off event.
August
• Place 250 posters in August on 25 bulletin boards on the first week of school with identical infor-
mation as the flyers.
• Announce Facebook photo contest “How Do You JAM?” in which participants showcase their fa-
vorite moments at the venue. The contest will start the first week of August.
• Post handles on social media about Facebook contest or email (thejamgainesville@gmail.com)
pictures. The JAM will create a photo album for the pictures.
• Link YouTube videos to social media platforms.
• Repost photos of events at The JAM that attendees have Geo-tagged.
• Host “The JAM Kick-Off” with Swamp Records on the first week of the 2015-2016 school semester.
• Film promo videos and interviews about kickoff event.
• Start backstage passes, beer sales and discount ticket sales.
• Create and post polls (See Appendix N) about The JAM’s brand awareness and reputation.
September
• Begin the Facebook Contest “How Do You JAM?”
Timeline
Continued
• The participants will be encouraged to like the picture of their choice on the “How Do You Jam?”
Facebook Album
• The contestants will have to submit their pictures for two weeks.
22

Budget
Campaign Materials/
Despription
Quantity Cost Per Item Total
Personnel No new staff members
needed
0.00
Interns
• Social Media
• Graphic Design
• Production/
• Telecommunications
3 Unpaid Internship 0.00
Promotional Decals (2 x 4
in.)
1,000 $.28 $350
Fylers
Paper & Printing
1,250 $.20 $250
Posters 250 $220
Professional Photographer
for event (Friend with pro-
fessional camera)
1 per week $50 per hour
*Free of charge
Contingent on hours
Photos for social media plat-
forms (Use of phone)
5 per week No third party photogra-
pher needed
0.00
Flyering at Downtown Farm-
ers Market and Artwalk
Twice per week 0.00 0.00
VIP Backstage Wristband for
event
100 $2.50 $250
Professional Hootsuite for
May to December
Contingent on weekly
updates
$9.99/month $80
23

Social Media operations
(Facebook, Twitter, Insta-
gram, Website)
10 hours per week 0.00 0.00
Website Design and main-
tenance done by graphic
design intern
10 hours per week 0.00 0.00
Emailed Press Release 1 per event 0.00 0.00
Professional Video/Equip-
ment checked out from UF
Classroom suppor with use
of Gator1
Production intern will be
in charge of filming the
promotional video
0.00 0.00
Kick-Off Event, Ghost JAM,
and JAM ‘n Yo’ Jammies
Event
*These events will cost the
same to operate as regular
events. The price takes into
account decoration costs.
3 Events Each event will cost
around $300 for decora-
tions
$900
Sub Total $2050.50
Contingency: 15% $307.50
Total $2357.50
Budget
Continued
24

References
(n.d.). Retrieved February 7, 2015, from https://twitter.com/thejamgville
[Personal interview]. (2015, 2).
Councils. (n.d.). Retrieved February 1, 2015, from https://www.studentinvolvement.ufl.edu/Sorority-Fraterni-
ty-Affairs/Councils
Home Page. (n.d.). Retrieved February 1, 2015, from http://highdivegville.com/
Office of Institutional Planning and Research. (n.d.). Retrieved February 1, 2015, from http://www.ir.ufl.edu/
OIRApps/commondataset/f_studlife.aspx
Office of Institutional Planning and Research. (n.d.). Retrieved February 1, 2015, from http://ir.aa.ufl.edu/
enrollment
Office of Institutional Planning and Research. (n.d.). Retrieved February 1, 2015, from http://www.ir.ufl.edu/
OIRApps/commondataset/f_studlife.aspx
Santa Fe College Facts. (n.d.). Retrieved February 1, 2015, from http://www.sfcollege.edu/facts/
The Atlantic. (n.d.). Retrieved February 1, 2015, from https://www.facebook.com/atlanticgvl
The JAM: Gainesville. (n.d.). Retrieved February 1, 2015, from https://www.facebook.com/TheJamGainesville
The Wooly. (n.d.). Retrieved February 1, 2015, from http://www.woolydowntown.com/
University of Florida - Party Scene. (n.d.). Retrieved February 1, 2015, from https://colleges.niche.com/uni-
versity-of-florida/party-scene/
25

Appendix A:
Online Survey Sample
Questions for Survey
The Following multiple choice regard participant opinion about live music events. For
the following section, select one option for each question.
-Hip Hop -Country-R&b -Jazz/ Soul -Electronic -Indie -Other______
What’s your favorite genre of music?
What’s your favorite music venue in Gainesville?
-The Wooly -High Dive - The Jam -Do not attend music venues -Other_________
How much would you pay to attend a music event?
Free $0-$5 $5-$10 $10-$15 $15-$20 More than $20
-Monday -Tuesday -Wednesday -Thursday -Friday -Saturday -Sunday
What day are you most likely to attend a music?
-Once a week -Once a month -Once every other month -Once a year -Oter___________
How often do you attend music events?
-Bells and Robes -Pigs Fly -Savants of soul -Sidereal -Other ______
What is your favorite local band?

Appendix A:
Continued
The Following multiple choice regard participant knowledge and opinion of The Jam.
Yes No
Have you heard of The JAM?
How did you hear about The JAM?
Social Media Local Newspapers Flyers Word of mouth Other__________
What attracted you to The JAM?
The ambiance The décor The bar The performing artist Other___________
0 1 2 3 4 5+
How many events have you attnded at The JAM last year?
Newspapers Magazines Blogs Social Media Flyers None
What media outlets do you use to stay updated about upcoming events at The JAM?
Two or more times a day Once a day Once a week Other_________
How often do you check social media (Twitter, Facebook, Instagram, etc.) for upcoming events
or events calendar?
5 a.m.- 10 a.m., 11 a.m.- 3 p.m., 4 p.m.-7p.m., 8 p.m.-4 a.m., Do not use social media
What time of the day are you most likely to check social media?

Appendix A:
Continued
How familiar are you with the services (listed below) provided by The Jam? (Scale of 1-5; in
which 1 indicates not familiar and 5 indicates very familiar)
1 2 3 4 5
Private gathering (shows, concert, events/socials) at The JAM
1 2 3 4 5
Corporate gathering (Fundraisers, luncheons, networking events) at The JAM
1 2 3 4 5
Video and sound recording at The JAM
The Following section correlates to the previous section with follow through questions.
Would you be interested in booking The JAM as a music or private venue?
Yes / No
Would you like to stay updated about The JAM’s music events?
Yes / No
If yes, provide your email info:
Yes/ No
Are you interested in recording music?
Beverages -Food -Atmosphere -The Bar -Local Acts -Touring Acts
-Sound & Video Recording Service -Private/ Corporate Events
What three things attract you to a music venue? Select Three

Appendix A:
Continued
Answer the following questions by selecting one of the following: strongly agree – agree – no
opinion – disagree – strongly disagree
Strongly agree – agree – no opinion – disagree – strongly disagree
1. I am familiar with local live music in Gainesville
2. I wish I was more familiar with local music
3. I am willing to pay a cover charge to see a band
4. I would be more interested in attending The JAM if they advertised more
5. I would be more interested in attending The JAM if they advertised more through traditional
media or by flyering, postering, and tabling.
6. I enjoy The JAM as it currently is.
7. I am more willing to attend events at other venues than at The JAM

Appendix A:
Continued
Female/Male/Other
What is your sex?
Are you a Gainesville resident? (Students not included)
Yes / No
What is your age range?
18-24 Years old 25-34 years old 35-44 years old
Yes ( UF student) Yes ( Santa Fe student) No
Are you a student ?
Freshman Sophomore Junior Senior Graduate
What year are you in?
Yes/ No
Do you live on or off campus?
- White - Black or African American - Asian American -Native American and Alaska Native - Native
Hawaiian and Other Pacific Islander -Two or more races
What is your ethnicity?

Appendix B:
Focus Group Consent FormIntroduction
You are invited to voluntarily participate in a focus group interview conducted by senior public relations students (Accendo
Communications) at the University of Florida for their campaigns course client proposal. This form will elaborate in depth
about the purpose and topic of the study, as well as possible benefits and risks. Before taking part in the research, we
encourage you to ask questions and discuss the research protocol with the research team members. If you are interested in
participating in the study, please read and sign this consent form.
Research Team
Erick Edwing Account Executive
Julianne Huhn Social Media Director
Jade Pierre Research Director
Sonia Portaluppi Copywriting and Creative Director
Luisana Segu Public Relations Director
Purpose
The focus group outcomes will allow Accendo Communications to analyze The Jam’s, a local music venue, level of brand
awareness and its the target publics preferences for music and services. The findings will be documented and recorded to
identify The Jam’s issues or opportunities and assist in the implementation of a strategic public relations campaign.
Research Protocol
The research will be done through a focus group interview, which will last 45 to 60 minutes. The moderator will start by col-
lecting the participants’ demographic information and will assign fictitious names to participants to ensure confidentiality.
During the interview, the moderator will ask open-ended questions regarding familiarity with live music venues in Gaines-
ville, The Jam’s current services and brand identity, and The Jam’s possible future services and musical acts. The interview
will be recorded and two group members from the research team will also be present to take notes.
After the interview, the research will transcribe the recordings using only the participants’ demographic information and
their fictitious names. The findings will then be reported and analyzed.
Benefits and risks
The information collected from this study will assist Accendo Communications to learn more about The Jam’s brand recognition through
its target publics. There are no anticipated risks or discomforts to participants taking part in the interviews. If you do not feel comfort-
able at any point, you are free to skip questions or quit the interview.
Compensation
There is no compensation for participating in the study, however, refreshments and beverages will be provided to the
participants during the focus group interview.
Confidentiality
To ensure confidentiality, fictitious nametags will be given to participants. The participants’ answers will be recorded and
will be transcribed by the research team. Only the research team will have access to the recordings and the transcription will not
reveal participants identities. Although these precautions are meant to enhance confidentiality, the research group cannot guar-
antee this will keep the discussion private.
If you have any questions about this research protocol, please contact our faculty supervisor, Dr. Lee Moon, at Mlee@
jou.ufl.edu. If you also have questions or concerns about your rights as a research participant rights contact the IRB02 office,
University of Florida, Box 112250, Gainesville, FL 32611; (352) 392-0433.
CONSENT STATEMENT
By signing below, I ______________________ acknowledge that I read and understand the terms of the research. I was given the opportunity to ask
questions and my questions have been answered to my satisfaction. I voluntarily decided to take part in the focus group.
____________________ _____________
Signature Date

Appendix C:
Focus Group Moderator Guide
Introduction
Hello! Welcome to a focus group conducted by Accendo Communications. We are a research
group of senior public relations students tasked with creating a client proposal for our cam-
paigns course. The following focus group discussion will gather your attitudes and behavior
towards live music environment in Gainesville along with perceptions of The Jam’s, a local
music venue, level of brand awareness and preferences for music and services. All of your
answers will strictly be used for research and remain confidential. Members of the research
group will provide you with anonymous nametags to also ensure confidentiality. Although
your names are confidential, we will ask you preliminary demographic information to create
an individual respondent profile.
The Focus group discussion will be a maximum of 60 minutes, and recorded by two Accendo
group members with the permission of each participant. Food and beverages will be served
at the conclusion of the focus group to thank you for your participation. At this point, you will
sign the consent form to grant us permission to continue with the discussion.
Let’s begin with open-ended questions where you will discuss your opinions and perceptions of live
music and live music venues in Gainesville, Fla. (General Topic)
1. What genres of music are you interested in listening to? Why?
2. Why would you attend a venue that offers live music?
3. What do you know about the Gainesville live music scene?
4. Talk about your favorite music venue
5. What particular services or musical genres/acts does your favorite music venue pro-
vide that others do not?
6. How do you hear about events at live music venues? Is it through physical advertis-
ing (posters, tabling, etc.) or through social media?
7. What social media do you use most to hear about music events?

Let’s move on to questions specific to The Jam’s services and brand identity. Feel free to discuss at
length with other participants your behavior and attitudes. (Primary Topic)
Appendix C:
Focus Group Moderator Guide
Continued
1. How have you heard about The Jam?
2. If yes, how did you hear about The Jam?
3. Let’s talk about the Jam and the services they provide
4. What are your perceptions of The Jam?
5. What demographic do you think The Jam caters to?
6. How often do you attend The Jam? Why?
7. How would you describe The Jam to a friend?
8. Let’s talk about your likes or dislikes about The Jam. Why?
9. What sort of shows would you like to see at The Jam?
10. How much would you pay to listen to a band and why?
11. How do you stay updated about The Jam’s events? (Facebook, Twitter, Instagram)
12. Looking at The Jam’s Facebook, Twitter, and Instagram, what are you thoughts on its social
media presence?
13. What suggestions do you have for The Jam to increase its brand awareness?
For these next series of questions, I’ll ask you all to discuss your opinions or perceptions of possible/
future services The Jam wishes to provide.
1. Would you book a private event at The Jam for an evening? Why or Why not?
2. What sort of private event would you book? (For example: Corporate, organizational, so-
cial)
3. What services would you want to be provided? (Beverages, musical equipment, food)
4. What other venues are you aware of that schedules private events?
5. What limitations do you believe The Jam may have in booking private events?
6. What are your thoughts about possible sound/video recording services at The Jam?
7. What are your thoughts on The JAM entering the private events sector?
Thank you for participating in our focus group discussion! Now that we are finished, feel free to en-
joy food and beverages we provided for your participation and time. If you have any further ques-
tions, please contact the research coordinator, Erick Edwing, 941-468-7534.

Appendix D:
Focus Group Worksheet
CONCEPT TEST FOCUS GROUP DISCUSSION GUIDE
Gender: ______________________________
Age: _________________________________
Ethnicity: _____________________________
School Year/ What School: _______________
Introduction: The JAM, a Gainesville music venue, is in the process of developing a new campaign that
will spark interest in the community to come and visit the venue. In order to develop materials for this
campaign, we would like to ask you some questions about The JAM’s logo and social media. Please feel
free to notify us of any questions that are confusing or any improvements for future responses.
To find out about your thoughts, there are a series of questions relating to the pictures provided. There
are no right or wrong answers.
Questions for the Logo
Questions Responses
What symbols, logos or signs come to mind when
you think of music?
Logo 1: Please tell me what you see in this pic-
ture. What does it look like to you?
Have you seen this logo before? Where have you
seen it?
When you see this logo, what comes to your
mind?
Understanding The JAM, do you believe this logo
represents The JAM?
Logo 2: Please tell me what you see in this pic-
ture. What does it look like to you?
Have you seen this logo before? Where have you
seen it?
mind?
Understanding The JAM, do you believe this logo
represents The JAM?
Logo 3: Please tell me what you see in this picture.
What does it look like to you?
Have you seen this logo before? Where have you seen
it?
When you see this logo, what comes to your mind?
Understanding The JAM, do you believe this logo rep-
resents The JAM?

Understanding The JAM, do you believe this
logo represents The JAM?
Logo 3: Please tell me what you see in this
picture. What does it look like to you?
Have you seen this logo before? Where have
you seen it?
mind?
you seen it?
mind?
you seen it?
mind?
Overall: Which is your favorite logo and why?
Social Media:
Does the Instagram and Twitter accounts look
engaging?
Do you think Social Media accounts should
look professional, or should there be a more
casual look to them?
Appendix D:
Focus Group Worksheet

Appendix E:
Focus Group Powerpoint

Appendix F:
Invitation Email to Client
Dear Blake,
Our semester is coming to an end, and with this comes the end of our campaign pro-
posal. We would like to invite you to join us on Wednesday, April 15, at 11 a.m., in room
3032, Weimer Hall at UF, so as to present our campaign proposal to you. We're very ex-
cited to show you and your partner, Eduardo, what we've been working on. We hope you
can make it to our presentation. Please feel free to contact me if you have any questions
or concerns about the building’s location.
Thank you,
Luisana Segu
University of Florida'15
Public Relations Director
305-335-7608
luisanasegu00@gmail.com

Appendix G:
Flier For Kick Off Event

Appendix H:
Flier For Ghost JAM

Appendix I:
Flier For JAM ‘n Yo’ Jammies

Appendix J:
Mock Social Media - Instagram

Appendix K:
Mock Social Media - Facebook

Appendix M:
Press Release For Kick Off Event
For IMMEDIATE RELEASE
Contact Details:
Person of Contact: Blake Briand
Media Inquiries: thejamgainesville@gmail.com
Event Inquiries: 352-577-5267
The JAM brings in the new school year with a Kick-Off Event
The JAM Kick-Off
August 15, 2015 (Saturday)
Gainesville Fla., April 19, 2015 —The JAM announces a Kick-Off event in partnership with Swamp Re-
cords and Swamp Head Brewery to ‘kick off’ the upcoming school year. The venue, located at 817 W.
University Ave., will host the event from 8 p.m. to 1:30 a.m. and include performances from 10 artists
signed to Swamp Records. Swamp Head Brewery will serve its migrational released beers such as Saison
Du Swamp during the show. The event will only cost $3 at the door for attendees, however if a person can
show at the door that they checked-in at The JAM on Facebook, the cover charge is waived.
Due to expected high attendance, there will not be advanced ticket sales and doors will open at 7
p.m. Performing set times will be posted in the coming weeks with a list of confirmed artists.
The event will celebrate the reopening of The JAM and also to present the renovated sound stage
area and bar. The venue maintains an indoor capacity of 99 people and a 350 outdoor capacity. The JAM
quietly reopened its doors in January, 2015 after two closures, but business owners Blake Briand, Eduardo
Arenas and Veronica Arenas want to let the community know that The JAM is back to what it loves to do
best: offer live music in an inviting and creative environment for Gainesville.
Live Music, Your Way
###

Appendix N:
Sample Facebook Polls -
Kick-off Event

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