1. University of Jamestown
Department of Communication
Public Relations Campaigns – Spring 2014
CLIENT/PORTFOLIO CAMPAIGN PLAN – DRAFT 3
I. PLANNING
A. Background
1. Preliminary fact-finding
a) In our initial client interview with Dr. Richard Walentine we
discussed the expectations of the campaign, the starting materials that we
would need, and what all the campaign would need to be accomplishing.
We also received a detailed history of the Performing Arts Series.
b) In looking through the archives of the PAS we found that there was
not a lot of information that had been saved. We received the posters and
flyers from the last two years of the Performing Arts Series.
2. Secondary research
a) We consulted the United States Census Bureau for information on
our target audience here in Jamestown North Dakota. We found the basic
demographics and psychographics.
b) We consulted the Bloomsburg University Performing Artist series
for information on what a large university does with a program like the
PAS here in Jamestown. Some of the things we learned included what
types of benefits the members of their organization receive for being a
subscribing member.
B. Priority Audiences
The target audience that we want to be targeting with our campaign would be members of the
Jamestown area that are above the age of 35. These individuals will have disposable income and
time that they can spend on becoming subscribers to the PAS. The current majority of the
subscribers that are already part of the PAS are much older, around 50 years old or older. We
want to create a much more diverse audience and increase overall membership due to having a
broader targeted audience. The target audience we are targeting also has a college degree and is
considered the “White Collar” members of the Jamestown society. The estimated household
income of these target individuals is $45,012.
C. Proposed primary research methods and research objectives
On February 14th we conducted a survey during the Performing Arts Series event that was
held in the Reiland. We had 50 surveys be completed out of 75 that we handed out. Below is a
copy of that survey.

2. From that survey we discovered that of the 50 people that filled out a survey, 43 of them had
been to a Performing Arts series even before. 28 of the 50 people were already subscribers to
the PAS, with 22 stating that they were not subscribers. The most given reason for not being
a subscriber was “they had never thought about it.” We received 9 surveys with this reason
given. The types of music preferred and the types of music that they would like to see
brought in varied, but most people that filled out a survey said that any type of music was
good.
Competition
Valley City
 Valley City North Dakota has a population of 6585 and is located in Barnes County
 It’s the 12th largest city and was founded in 1874
 Known for its many bridges over the Sheyenne River including the Hi-line Railroad
Bridge
 Home to Valley City State University
 Home to North Dakota High School Activities Association
 There are several parks in VC. These include Chautauqua Park, Pioneer Park, City Park,
Medicine Wheel Park, and Veterans Memorial Park.
 Fort Ransom State Park offers facilities for hiking, mountain biking and camping. Canoe
and kayak rental and scenic picnic areas are also available
 The Bjornson Park Public Golf Course provides excellent facilities for golfers
 Local festivals include the Americana Festival, the Rally in the Valley, North Star Classic
and the Snowball Festival
 Sky Lanes Bowling Alley
 Movie theatre - Cinema Flix
 Coffee shop called the Vault Coffee Shop and Bakery
 4 Bars
 12 Restaurants
Jamestown, North Dakota
 County: Stutsman County, Population: 15,472, Founded: 1872
 Jamestown Reservoir
 Hillcrest Golf Course
 Jamestown Country Club
 Jamestown Arts Center
 World’s Largest Buffalo
 The Buff Bowling Alley
 Ice Skate Rink
 Bison Cinema

3.  Buffalo City Mall
 Close to 20 Restaurants
 12 Bars
Organizations:
 Lions Club
 Knights of Columbus
 Elks Lodge
 American Red Cross
 YMCA
 Jamestown Community Action
 Disabled American Veterans
 Anne Carlson Center
 Various Church groups
TargetAudience Research
Average age:
Under 18: 19.7%
65 years and older: 17.3%
Median resident age: 39.9 years
Income:
Estimated household income in 2011 $45,012
Estimated per capita: $23,949
Disposable Income:
Educational level:
High school graduate or higher % of persons age 25+: 84.8%
Bachelor’s degree or higher, % of persons age 25+: 25.4%
Fine Arts Events in Jamestown
March 22nd: The Arts Center will host Gordy Pratt, a guitarist of variety (classical,
contemporary, blues, and more!) Call 701-251-2496 for more information.
March 22nd-24th: Jamestown High School will present Rodgers and Hammerstein’s
“Cinderella” at the Reg Lenna Civic Center at 7:30 PM
March 23rd: After a tour through North Dakota and Minnesota, the University of
Jamestown returns home to perform at the St. James Basilica, March 23 at
2:00 p.m.
March 27th-29th: "Relative Values" by Noel Coward will be presented at The Arts Center
March 27-29 as a dinner theater. The show starts at 6:00 p.m.

4. April 10th-12th: The University of Jamestown Theater presents "Once in a Lifetime" by
George S. Kaufman and Moss Hart, a satire about a down-and-out
vaudeville trio.
April 24: Jamestown High School Concert Orchestra Spring Concert - 7:00 PM
May 1st: The University of Jamestown Theater hosts an Evening of One-Acts at the
Reiland Fine Arts Center at 7:30 PM.
D. Goals and objectives (action, measurable, deadline)
1. Short-term
Our short term goals for this campaign are to increase the number of subscriptions to the
Performing Arts Series.
2. Long term
Our long term goals for the campaign are to increase general awareness of the Performing Arts
Series through appearances and promotional advertising of flyers and posters.
a) Our informational goals will be to educate our target audience
with promotional and informational flyers and posters that will give
detailed facts about the Performing Arts Series.
b) Our motivational goals for the campaign would be to motivate
people to subscribe to the Performing Arts Series and to regularly attend
events put on by the PAS.
c) Our financial goals for the campaign will be to increase the overall
income of the PAS by finding cost effective means of advertising, while
increase the amount of money that is taken in by the organization.
E. Messages and themes
That the Performing Arts Series is a fun and unique way for members of the community and
their families to enjoy musical performances that they might not have access to otherwise.
F. Communication strategies and channels
Implement a fundraising package on a CD that will be sent out to members of the Jamestown
Community that will persuade them to donate and become subscribers.
II. IMPLEMENTATION
Media Tactics

5. We plan to use radio, TV, and newspaper for our media implementation. We will be writing
radio commercial, TV commercials, and newspaper ads to be shown to the public over the course
of the next year. These ads will create awareness of the PAS and help spread our message. The
Jamestown Sun will be the newspaper we focus on giving content to. Ingstad Family Media
owns a number of radio stations that we will be submitting content to. The TV station will be one
that Daktel provides.
We also plan to look into submitting content to the University of Jamestown Student Media
Center to be featured in the Collegian newspaper, KJKR 88.1FM radio station, and JCTV
Channel 16.
Non-media Tactics
Our chief non-media outlet will be the CD that members of the Jamestown community will be
receiving. The CD will contain pictures, video of concerts, interviews with performers, and
donation/subscription information for prospective patrons to view. The hope is that after
watching the videos and interviews, and looking the pictures and information provided that the
patrons will then fill out a subscription and mail it in to the PAS.
A. Logistics
1. Budget (personnel costs, program costs and administrative costs) and
(funding from internal sources, external sources, additional funding including
grants)
2. Staffing
Our staffing of the campaign will be as follows:
 Account Supervisor: Josh Knutson
o Will handle all direct communication with the client (PAS/Richard
Walentine) and assign projects to other team members.
 Communications Coordinator: Tracy Ortman
o Will be in charge of communication between media outlets and the team.
She will also be in charge of assigning projects.
 Copy Writers: Mark Lybeck, Susan Margrave, Renee Samano
o Will be in charge of generating media content and PR documents for the
media listed above and for the CD mailer as well as the overall campaign
plan document.
3. Timetable
Our timetable for the campaign is to gather research and resources for the first two months of the
spring semester until spring break, which falls on March 8th.
When spring break is over, March 17th, we will begin to create promotional documents for the
PAS and begin to assemble the CD mailer.

6. The deadline for the Campaign will be April 31st. At this time all materials will be completed and
turned into Tracy or Josh.
III. Evaluation
A. Ongoing – Our ongoing evaluation will be watching the number of people who
subscribe to the PAS in the next season. Another form of ongoing evaluation will be
cataloging the number of people who do not subscribe to the PAS, but still come to
events. If we can increase both of those numbers from the 2013-2014 season to the 2014-
2015 we will have accomplished our goal for the campaign.
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