618 - PR Concepts & Strategy Final Proposal

musical
DENISSE LEON
P R E S E N T S
PUBLIC RELATIONS PROPOSAL
JULY5, 2017

2SUMMER MUSICAL PUBLIC RELATIONS PROPOSAL BY DENISE LEON
TABLE OF
CONTENTS
Executive Summary ..........................................3
External Environment................................... 5- 6
The Client.................................................... 7-12
SWOT Analysis.................................................13
Public Profiles ..................................................14
Campaign Goals ..............................................14
Objectives........................................................15
Key Publics..................................................15-19
Tactics & Strategies...................................20-22
Calendar & Budget.....................................23-26
Evaluation Plan ...........................................27-29
References .................................................30-31

EXECUTIVE SUMMARY
Dream City Church, a mega-church located in the north valley of the city of Phoenix in Arizona,
has incorporated the arts into its weekly services through visual arts exhibits, full theater
productions extravaganzas, illustrated sermons, worship experiences, and Broadway-style
musicals for the past 39 years.
As the organization nears its 100-year anniversary in 2023, the quest for reaching new
audiences includes a 10-year vision that started in 2013 to become the arts capital of Arizona
by expanding the arts to include Broadway shows. In 2014, “Seussical the Musical” became
the first Summer Musical, followed by “Mary Poppins” in 2015, “Joseph and The Amazing
Technicolor Dreamcoat” in 2016, and “The Little Mermaid” in 2017. However, Broadway-style
productions are not foreign to the church’s audience. Every Christmas, the church produces a
Broadway-style “Celebration of Christmas” production that reaches up to 50,000 people in a
period of 15 performances (Dream City Church History, 2013).
The proposed research in this document seeks to explore the competitive art market to
develop a stronger image of the church as a place to attend Broadway productions and art-
related events in the community and increase the acceptance and support from the inside of
the organization.

S A M P L E O F PA S T P R O D U C T I O N S
Photos provided by Dream City Church Communications Department.

THE EXTERNAL ENVIRONMENT
Weather
Phoenix, AZ is the hot spot for almost 37 million visitors every year during winter time that
spent nearly $18 billion according to a 2010 report, making the tourism industry economy for
the city “extremely climate-sensitive” (Repetto, 2012). Most of the winter visitors also known
as snowbirds, begin arriving to the Phoenix area in October, but as temperatures approach
the 110 degrees many leave the area by the middle to end of April. Despite being a dry heat,
the toasty temperatures can drive tourist away, especially during the hottest months of June,
July, and August. However, it is during the hot summer season when “resorts and hotels offer
incredibly low rates and awesome package deals” as an attempt to attract tourist that would
not normally choose to visit during the high temperatures season (US News Travel, n.d.).
Arts Environment
In a report by the Americans for the Arts found that the nonprofit arts and culture industry
“generated $135.2 billion dollars of economic activity—$61.1 billion in addition to $74.1
billion in event-related expenditures by their audiences” (2012). The findings also share that
“a vibrant arts community not only keeps residents and their discretionary spending close to
home, it also attracts visitors who spend money and help local businesses thrive” (Americans
for the Arts, 2012).
However, the lack of funding and grant opportunities have made the “Phoenix’s arts scene
scrappy. But it’s also experimental, inclusionary, and evolving,” according to Becky Bartkowski
from the Phoenix New Times (2017).
In March 2017, president Donald Trump announced that “funding for the Corporation for
Public Broadcasting would be cut to zero under the proposal, and the National Endowment
for the Arts and the National Endowment for the Humanities would be eliminated entirely, the
first time any president has proposed such a measure” (Naylor, 2017). Despite the attempts
of making Phoenix a cultural destination, the reality is that “the arts have always come second
to spas, golf and real estate” (Bartkowski, 2017). And with such a drastic cut in funding art
organizations, many could soon fade away, making it harder for the city of Phoenix to become
a healthy and sustainable place for the arts and the artists of the area.

Organization Internal Views
While most of the church’s community and staff seem to be open and receptive to the idea
of utilizing church funds to produce a secular Broadway production, there are yet a small
group of people that don’t see a value in something that doesn’t have a clear and direct
evangelistic approach. In addition, some of the themes that some Broadway shows have such
as witchcraft, magic, or anything that is not biblically based, raises concerns among key staff
leaders and plays a role in the type of performances that can be presented.
The Industry
Broadway shows attract millions of people every year. The demographics of the Broadway
audience report shares that “the average Broadway theatergoer reported attending 4 shows
in the previous 12 months. The group of devoted fans who attended 15 or more performances
comprised less than 5.6% of the audience, but accounted for 32% of all tickets” (The
Broadway League, 2014). In addition, 68% percent of the audience is female and the average
age is 44 years, with tourists representing 70% of the ticket buyers (Davenport, 2016).
However, one thing to keep in mind is that the availability of many musical productions
“depends entirely on licensing,” organizations like Dream City Church are categorized under
‘Community Theater’ which just like High School theater, it is impossible to “produce a show
until it has run its course on Broadway and in regional theaters” (Nadworny, 2015).
(Broadway Economics, 2016).

THE CLIENT
Dream City Church is a part of the Assemblies of God “an evangelical Pentecostal
denomination. That means it’s a) expressive and b) believe that you have to accept Jesus
Christ as your personal savior – and that it’s, therefore, a part of your job to spread the word
about the gospel so everyone can be saved” (Chace, 2011). The message is sacred but the
method is not; therefore, using any form of artistic expression is allowable as long as the
gospel is shared.
The church is widely-known as ‘the church with a heart’ because of the thousands of outreach
programs that include from feeding the homeless to rescuing women from human trafficking.
In addition to the outreach programs, in 2015, Dream City Church acquired its first satellite
campus in Scottsdale, and later in February 2016 Community Church of Joy, a Lutheran church
in the west valley joined the Dream City Church network becoming a part of the Valley’s
newest multi-site mega church (Dream City Church History, 2013).
Events and productions such as Easter, Celebrate America: Fireworks Family Night, Summer
Musical, and Celebration of Christmas have allowed the organization not only to reach a
wide-range of different kind of audiences but also bring financial support to cover the cost
of the event and benefit several of its outreach programs. Due to this approach, the events
have soon become known as ‘Productions with a Cause,’ often highlighting one of the many
outreach programs the church has in the community.
The church’s self-produced Broadway-style shows are fully funded by the church and
the ticket sales of the show. Dream City Church has intentionally kept the ticket price as
affordable as possible ranging from $10-$33 depending on the seat location.
The Service
Dream City Church’s Phoenix campus main auditorium has a capacity of 3,500 seats. Just
slightly larger than ASU Gammage theater with 3,017 seats and that is “one of the largest
presenters of Touring Broadway” (ASU Gammage, n.d.).
The church just recently renovated its main lobby to create a space for a coffee shop and
seating area that is also utilized as a space to create photo opportunity areas or some sort of
promotional displays for Celebration of Christmas and Summer Musical attendees. The space
is also occupied throughout the year to promote upcoming church events, outreaches, and
services.

Despite being a mega-church, the production staff for the Summer Musical is very small
and is composed of very few full-time paid staff, some part-time and a lot of volunteers.
Unlike Gammage, most of the actors in the Celebration of Christmas and Summer Musical
productions are volunteers, including set builder designers, choreographers, photographers,
etc. The level of talent is unprecedented, allowing the church to keep the production costs
down and in turn maintain ticket prices low without compromising the quality of the show. For
example, all the costume, set, make-up and hair design is done by a group of 6-10 talented
volunteers.
Some of the lead actors come from other local theaters wanting to gain more experience and
add a recognized show to their resume. Many of the extra roles are filled from people inside
the church that have participated in the Celebration of Christmas production or any other art
program offered at the church.
The Summer Musical is the second largest art-related outreach program in the church after
Celebration of Christmas (that reaches 50,000 people) and the Youth Fine Arts Competition.
In the summer of 2014, the first Summer Musical reached out to 3,500 attendees in a period
of five performances, or an average of 700 people per performance (Dream City Church,
& Brushfire, 2014). The year after the attendance increased to 4,500 people with the
“Mary Poppins” production (Dream City Church, & Brushfire, 2015). However, in 2016 the
attendance for “Joseph and the Amazing Technicolor Dreamcoat” decreased to 3,336 with an
average of 417 per performance since the venue changed to a smaller location (Dream City
Church, & Brushfire, 2016). For 2017, “The Little Mermaid” is expected to reach 4,700+ people
in a period of 5 performances.
Two of the main challenges the Summer Musical faces are a) the weather – as temperatures
get as high as 118 degrees (Etchison, 2016); b) the competing amount of promotions
happening inside the church leading up to the event. Since the church is very event driven,
often times people get bombarded with 3-4 announcements almost every weekend.
Promotions
Most the advertisement is produced in-house and happens inside the church during services.
Whether is a verbal or video announcement, or a stand-up banner in the lobby, or some kind
of interactive promotional display, people begin hearing about the musical as early as Easter
weekend when all the promotions begin.
A limited amount of allocated tickets are sold through Goldstar, LivingSocial, and Groupon as

a way to offer discounted tickets to those that may not be able to afford the full price ticket,
which is already lower than other recognized theater companies in the valley. Utilizing outside
ticket sale sources allows the church to reach larger and more diverse audiences outside the
church like the map shown below (Goldstar, 2017).
Some of the Ad/PR marketing strategies include discounts during holidays or special events
like Mother’s Day, Father’s Day, Fourth of July, etc. Social Media is a big part of the promotions
that often share behind the scene videos, actor interviews, etc., and allows for the church
to constantly put the product in front of the audience more times than just the weekend
services.

Email campaigns are one of the key elements of the advertising and marketing campaigns. An
average increase of 20%-30% of tickets sales is reflected every two weeks which is when the
email promotions are scheduled (MailChimp, 2017). An average of 15 emails are sent out over
a period of 4-5 months. The content of these emails vary from introducing the show to behind
the scenes, to promotional sales.
The average promotion budget averages between $2,000 and $5,000 for a $75,000
production that reaches close to 5,000 people in a single weekend with 5 performances or an
average of 1,000 people per performance (Summer Musical Budget Report, 2017). In order
to keep the costs down, the organization does most of the design video production and
advertising in-house. The budget also includes a limited amount of paid advertisement for
Facebook, Billboards, and Bus shelter ads.
The organization also offers a limited amount of free seats to nonprofit organizations, staff
and ministries as a way to give back to the community and align with the “Production with a
Cause” theme.

Market Share
Industry-wide, for touring companies of professional Broadway musical producing
organizations, the ticket prices range from $90 and up to $270, depending on the production,
the demand and the location (WSJ, 2016). It’s been also found out that Broadway shows tend
to be more prolific when presented in the Fall or Spring.
Competition
As a church organization producing Broadway shows there is not a lot of competition in the
Phoenix Valley. There are about two other mega-churches in the valley but each focus either
on sports or homeless outreach, but do not use the arts as much as Dream City Church does
to reach to the community.
However, as a community theater presenting organization, the church has more competition
with High Schools and the Desert Foothills Theater because of the location in which the
church is at.
Some of the advantages these organizations have in comparison
with the church is that they have a larger amount of producing shows
throughout the year. In fact, the company promotes their entire
season at the beginning of the year and gets patrons to commit to a
certain number of shows to attend. These organizations often also offered theater camps and
classes that keep families engage throughout the year. Although Dream City Church also
offers theater camps, these are only in the summer time, which reduces the amount of
exposure in comparison with other organizations.
Unlike other theater organizations, Dream City Church is often not able to qualify for art
grants that are government funded, making it harder to also be among the list of community
arts organizations that help promote one another.

Resources
The physical facility where the Summer Musical is
presented is utilized weekly for church services. In
addition, because of the large capacity of the
building (3,500) and the technology that has, the
facility is often rented out to other organizations
for graduations or conferences.
In addition, the brand new lobby space area with a coffee bar has become the perfect hangout area
before and after any event. During the week, when there are not services happening, this area also
serves as a community hub for the staff. The space is large enough that is the perfect location for
setting up displays related to the event, where people can take pictures and in turn feel a sense of
belonging to the place.
The church’s Celebration of Christmas production is also a great resource to market to past
attendees knowing the quality of productions the church puts together.

SWOT ANALYSIS
STRENGTHS
High quality of production
Affordable price
Conveniently located in the North Valley
Close to two major freeways
Large seating capacity
State of the art technology
Comfortable lobby with seating spacing and
activities before each show
WEAKNESSES
Too many events promoted at once
Staff buying is not 100%
Lack of promoting the “production with a cause”
element
Negative bias towards non-Christian productions
from church attendees
Negative bias towards Christian productions from
attendees outside the church
Small arts community reach compared to other
organizations
OPPORTUNITIES
Expand target market outside the church
Highlight theater art programs more than just
twice a year
Collaborate with other local theaters
Ticket prices promotions
THREATS
Public perception on church productions
Economic recessions
Hot weather
Other Community Theaters in the area
Production budget

PUBLIC PROFILES
Dream City Church attracts a large group of different demographics because of the long
history of the church, the demographics include but not limited to young families, artists,
Millennials, Gen X, Baby Boomers, and even some from the Greatest Generation. This trend
seems to be reflected in the Summer Musical. Goldstar, a discounted ticket sales company
focuses on partnering with organizations to sell theater and concerts shows for half the
price (Goldstar, n.d.). The majority of the attendees for the Summer Musical that come from
Goldstar tend to be 55+, these are theater lovers and/or older community groups that are
looking for activities in the summer and Christmas time.
Situation Analysis & Core Problem
Dream City Church’s 10-year vision is to become the “Arts Capital of Arizona”. The question
is “How can Dream City Church be competitive in the arts market – among other professional
and community theaters who are already presenting Broadway productions?”
RESEARCH PROBLEMS
• Assess the potential market and evaluate current ticket sale and its methods of
promotions.
• Understand perception of ticket buyers in relationship to the location of the
performance.
• Determine attitudes, motivations, and barriers for attending a theatrical production at
a church venue.
CAMPAIGN GOALS
GOAL # 1: By first week of July 2018, as the Summer Musical approaches its Five Year, the
goal is to increase the buying from the staff by helping them better understand the value of
producing a secular production as a way to reach out to people whom otherwise would not
consider even stepping into the church campus.
GOAL #2: By the fourth week of June 2018, increase the awareness of the ‘production with a
cause and helping, both staff and attendees, see the connection between the productions and
how the local church can serve the community.
GOAL #3: By July 2018 increase awareness of the church as a theater producing organization.

OBJECTIVES
OBJECTIVE #1
60 days from the beginning of the campaign, increase staff positive awareness by 30%.
OBJECTIVE #2
30 days from the beginning of the campaign, boast positive social media engagement and
interactions by 25%.
OBJECTIVE #3
Over the next 12 months from the beginning of the campaign, develop a sponsorship program
in which local business financial participation accounts for 10% of the total budget.
KEY PUBLICS
Three publics have been selected for this campaign to market the annual Summer Musical to.
These include, families that live in the metropolitan Phoenix area and that stay in town during
the hot summer. At-risk/Impoverished communities that may not have access to the arts. And
the arts community that are searching for high quality productions to either attend, perform or
be a part of it in one way or another.
FAMILIES
One of Dream City Church’s strategies is to reach out to millennial families within a 10-mile
radius from each of the three campuses respectively. In the summertime in particular, parents
are looking for something to do since the kids are out of school. But with high temperatures
of 110+ degrees in Phoenix, outdoor activities are not always an option. The Summer Musical
would provide a great opportunity to do something as a family under the comfort of air-
conditioning and for an affordable price for the entire family. For a family of 4, tickets for the
Summer Musical would be around $132 ($33 per person) versus the ticket price for a Musical
that averages around $105.68+ per person (Statista, n.d.). Providing a family friendly show
like the Summer Musical can help “attract and retain loyal family customers” and grow the
audience (Family Hospitality, n.d.).
PRIMARY MESSAGE #1
Broadway-style productions at Dream City Church are great family-friendly events. Located
in the north valley, the state-of-the-art facilities provide the perfect environment for the

entire family to experience the wonder of Broadway without the hassle of the downtown living
atmosphere.
SECONDARY MESSAGES
1. Every production at Dream City Church is an experience. The interactive activities
before each show are just the beginning of the many memories families make at any of the
events.
2. The affordable prices make these Broadway-style shows perfect for families that are
looking for something to do, especially during summertime and the holidays.
3. Make lasting memories with your family and friends, sing along to some of your favorite
Disney classics, and let your inner-child experience the wonder of Broadway!
PRIMARY MESSAGE #2
These events are a community building experiences in which anyone, regardless of the age,
can participate and feel a part of something bigger.
SECONDARY MESSAGES
1. Creating relatable experiences that people want to talk about.
2. Dream City Church productions offer a safe-family friendly environment
3. The show is produced by ordinary people that are willing to share their talents in
extraordinary ways.
PRIMARY MESSAGE #3
Every year, Dream City Church reaches out to over 55,000 people through the Broadway-style
productions alone. For many of them, this was their first connection to the church.
SECONDARY MESSAGES
1. The arts are a great way to connect new families to the church in a non-threatening way.
2. Kids and adults alike will be inspired every time they attend a production.
3. Productions at Dream City Church are an easy way to invite family and friends to church.

AT-RISK/IMPOVERISHED COMMUNITIES
Outreach is also one of the core values of the church. In fact, the Phoenix Dream Center – one
of the largest outreaches of Dream City Church – was birthed out of serving these type of
communities. This not only aligns with the mission and vision of the church and the Summer
Musical, but also create a platform to develop customer loyalty. Because “when customers
feel taken care of they are more inclined to buy from you again” (Scout, n.d.).
The term ‘Production with a Cause’ not only refers to highlighting a special ministry or cause
within the church, but it is also an opportunity to partner with other outreach organizations
and build relationships throughout the metro Phoenix area. According to Deborah Sweeney,
“When businesses have great partners to refer customers to that are similarly related to the
same industry, customers recognize this and go the partner for their needs because they trust
the company that referred them on” (2013).
A segmented number of comp tickets are allocated for these at-risk/impoverished
organizations and their clients. This not only supports the company values for reaching out
to at-risk/impoverished communities but also allows the organization to develop a genuine
connection with the customers (Scout, n.d.).
PRIMARY MESSAGES #1
For over 40 years Dream City Church has used the arts to reach out to the community. Many
know the church for the Celebration of Christmas production, but for the last three years,
the organization has also produced Broadway Summer Musicals that have reached several
thousands of people.
SECONDARY MESSAGES
1. One of the areas that differentiate Dream City Church’s Broadway-style productions
from other producing organizations is the emphasis these events have in reaching at-risk/
impoverished communities that otherwise would not have access to the arts.
2. The Summer Musical productions are not just for entertainment, they have a direct impact
in at-risk and impoverished communities.
3. The organization has over 40 years of reaching the community through the arts.

PRIMARY MESSAGES #2
For many of the people that have attended any of the church’s productions, the place has
become a safe community where they can feel accepted and welcomed.
SECONDARY MESSAGES
1. The church is intentional about developing community engaging opportunities to be
inclusive and welcoming to current and new attendees.
2. Through the productions, many people are able to use their individual talents and feel a part
of a greater artist community.
3. No matter where you've been in life, there's a place for you.
PRIMARY MESSAGES #3
Giving back through the partnerships is one of the many ways Dream City Church is impacting
the community.
SECONDARY MESSAGES
1. Utilizing the Broadway-style productions as an avenue to partner with other local
organizations have allowed Dream City Church to reach new audiences to inspire hope and
shine a light into their world.
2. Broadway-style production also known as 'Production with a Cause' help raise awareness
and money to make a lasting impact in the community.
3. Invite a friend and be a part of something greater.
ARTS COMMUNITY
Actors, dancers, musicians, performers… The Arts Community is composed by people with so
many different talents, and as a church producing organization, Dream City Church believes
that there is a place for everyone. Partnering with other local community theaters, has allowed
the church to expand the talent by opening auditions to outside performers and their families.
The Summer Musical also serves as an opportunity to reach out to two additional art
audiences, those that attend musicals regularly and those that are simply looking for
entertainment or something to do.

PRIMARY MESSAGES #1
Broadway-style shows at Dream City Church are some of the finest productions in the valley.
SECONDARY MESSAGES
1. Broadway-style shows at Dream City Church feature a talented cast, fantastic music and
incredible drama.
2. The artistic quality can be compared to any major presenting organization.
3. Tickets to a show at Dream City Church $33. Popcorn $2. Lasting memories priceless.
PRIMARY MESSAGES #2
Dream City Church provides a great avenue for people of all ages to utilize their artistic skills
and talents and be a part of a growing community of artists.
SECONDARY MESSAGES
1. The arts are allowing the church to reach to a new group of people that the organization had
not reached out to before.
2. Broadway-style shows at Dream City Church feature a talented cast, fantastic music and
incredible drama.
3. The artistic quality can be compared to any major presenting organization.
PRIMARY MESSAGES #3
The arts are an integral part of Dream City Church to reach people that are seeking for a
community where they feel they can belong to. Providing the perfect platform to develop an
inclusive community and for some a beacon of hope. For example, this year’s Summer Musical
features one of the ministry’s special needs member. To the audience, she will be one more
character in the cast, but to the cast member, it would be a dream come true to be a part of
such a production.
SECONDARY MESSAGES
1. Dream City Church’s productions are one of the few in American where people will
experience a high quality production for an affordable price and where most of the talented
cast and production crew are volunteers.
2. All the Dream City Church's productions are run 90% on volunteers.
3. Auditions are opened to the entire community regardless of their background or skill.

TACTICS & STRATEGIES
Dream City Church’s theatrical productions have three key publics that will be targeted in this
campaign. These include: families, at-risk/impoverished communities, and arts community.
Targeting these three publics will be key to reaching new audiences, showcase the quality of
productions, and position the church as a location to attend Broadway productions and art-
related events for the community.
FA M I L I E S
OBJECTIVE
In the next 8 months, increase awareness by 50% of the affordable ticket prices and the high
quality that summer musical productions are at Dream City Church.
STRATEGY
The campaign will target families by utilizing the idea of how low ticket prices are for such
high level quality of production. According to Statista, the “average American family in 2016
consisted of 3.14 persons” (Statistic, n.d.). By utilizing the low ticket prices message as a tool
to reach families, this would allow the organization to sell more tickets while making a family-
friendly event available to the entire community.
TACTIC #1
Write a few articles that talk about the summer musical at Dream City Church and submit it to
the Raising Arizona Kids magazine, Arizona Parenting Magazine and other local magazines.
TACTIC #2
Design a photo booth area with the brand of the event at each of the organization’s campuses,
and encourage families to take their photos and download them directly from the summer
musical website. This would allow for families to build a level of connection with the event and
the organization.
TACTIC #3
Produce a series of 10 promo videos from behind the scenes to funny commercials to play in
services.

AT-RISK/IMPOVERISHED COMMUNITIES
OBJECTIVE
Increase awareness of the Summer Musical as a ‘Production with a Cause’ by 30% over 3
months.
STRATEGY
Highlight how the musical differentiates from other productions by highlighting the
‘Production with a Cause’ side. This will aim to direct part of the attention of the event to the
positive impact the event is making within the community.
TACTIC #1
Include in both, printed and digital tickets, the phrase “A Production with a Cause” and have a
link or QR code people can scan to direct them to the website where people can learn about
the different ways they can get involved even if they are not attending the show.
TACTIC #2
Write three press releases that highlight: 1) The heart behind the cause, 2) The reason why an
actor feels compelled to be in the production supporting the cause, and 3) someone from the
featured cause that has been impacted because of the production.
TACTIC #3
Provide a limited amount of tickets to organizations that align with the values of the church
and highlight how the production is impacting the community.

A R T S C O M M U N I T Y
OBJECTIVE
In the next 5 months, increase audience engagement through social media accounts such as
Facebook, YouTube, and Instagram in order to showcase the quality of the production and gain
the arts community publics trust by 55%.
STRATEGY
Utilize social networks to showcase several areas of the production to inspire and encourage
art enthusiast to either be a part of it or attend the production by the hyped built online.
TACTIC #1
Develop a series of 5 sub promo videos (interviews and behind the scenes) that showcase the
level of the talent and the production and share them on the organizations website, Facebook
and YouTube.
TACTIC #2
Find and empower 5 social media savvy cast/crew members to help develop 10 behind the
scenes stories (2 per person) that feature: rehearsals, costumes, hair & makeup, set building,
and the technical side of the production (lighting, audio, rigging, etc). The stories will be
featured on Facebook, YouTube and Instagram.
TACTIC #3
Run a social media contest for a chance to win tickets and a VIP backstage tour by signing up
to the arts email list.

CALENDAR & BUDGET
Dream City Church has three key publics that will be targeted through this public relations
campaign: families, at-risk/impoverished communities and arts community. These key publics
will heavily influence the perception of the ‘Summer Musical’ and position the organization as
the place for attending family-friendly productions.
The impact that ‘Celebration of Christmas’ production has had in the community has been
a great launching pad for the ‘Summer Musical’ but this plan will allow the summer event to
increase the trust and recognition among its consumers. This proposed plan will begin in
December 2017, and last 8 months, ending in July 2018. The primary focus of the campaign
will be to influence the perception of families from the idea that attending high quality
theatrical productions are too expensive to seeing these kind of events as a community
building opportunity.
The entire budget for the campaign will cost the brand approximately $126,375, which
includes video productions, comp tickets as well as digital and traditional advertising. This plan
will allow the organization to position itself not only as a church presenting organization but
also as a leading arts organization in the community.

MONTH DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY
In the next 8 months, increase awareness by 50% of the affordable ticket prices and the high quality that summer musical
productions are at Dream City Church.
TACTIC #3: Produce a series of 10 promo
videos from behind the scenes to funny
commercials to play in services.
START DATE: DECEMBER 12, 2017 PUBLIC: FAMILIES
STRATEGY #1 // FAMILIES
INCREASE AWARENESS OF THE AFFORDABLE TICKET PRICES AND THE CALIBER OF PRODUCTIONS
TACTIC #1: Write a three articles that talk
about the summer musical at Dream City
Church and submit it to the Raising
Arizona Kids magazine, Arizona Parenting
Magazine and other local magazines.
TACTIC #2: Design a photo booth area
with the brand of the event at each of the
organization’s campuses, and encourage
families to take their photos and
download them directly from the summer
musical website. This would allow for
families to build a level of connection
with the event and the organization.

EVALUATION PLAN
In order to evaluate the results of the proposed campaign, a established set of objectives and
measurement criteria will be tagged along some key questions:
1. Was the desired organizational objective achieved?
2. Did it meet or went over the budget?
3. Did it reach the intended audiences?
4. Did audience(s) understand message(s)?
By posing these questions, it can help to determine the observable impact of the campaign,
while providing data to improve future campaigns.
1. In the next 8 months, increase awareness by 50% of the affordable ticket prices and the
high quality that summer musical productions are at Dream City Church.
Dream City Church will utilize specific promo codes that will be distributed out during special
events that reach out to families. Through the use of the back end of Brushfire (the ticketing
software), the organization will be able to track down the number of people that utilized the
promo code. In addition, the software will also provide demographics of the areas where the
promo code has been used.
The evaluation process will have 3 main evaluations benchmarks, once every 13 weeks to
ensure the goals are on track.

2. Increase awareness of the Summer Musical as a ‘Production with a Cause’ by 30% over 3
months.
There has been a lack of awareness in the past. One method that Dream City Church can
utilize to evaluate the success of their public relations campaign would be through utilizing the
hashtag #productionwithacause and measure the amount of times that has been used.
In addition, utilizing tools like SharedCount.com will help to analyze how many times people
have reached the page that talks about the cause and how many times it has been shared.
Another evaluation tool is utilizing
heatmap.com that provides an easy and
visual overview of the most viewed
content in a website. By understanding
where people click the most, it will allow
the organization to restructure its
content as needed.

3. In the next 5 months, increase audience engagement through social media accounts
such as Facebook, YouTube, and Instagram in order to showcase the quality of the
production and gain the arts community publics trust by 55%.
Dream City Church would benefit from utilizing programs like Hootsuite or Sprouts to help
monitor its reach. These programs help to focus on specific demographics, keywords and
social mentions per platform. Utilizing any of these platforms will allow the organization
to focus on the progress of increasing both engagement and interaction with current and
prospective patrons.

References
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about/history
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Moment. It’s Time to Grow Up. Retrieved May 28, 2017, from http://www.phoenixnewtimes.
com/arts/state-of-the-arts-phoenixs-arts-community-is-at-a-make-or-break-moment-its-
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www.economist.com/broadway-business
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2015. Retrieved May 29, 2017, from https://www.theproducersperspective.com/my_
weblog/2016/02/the-demographics-of-the-broadway-audience-2014-2015.html
Dream City Church History. (2013). Retrieved May 28, 2016, from http://dreamcitychurch.us/
about/history
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Etchison, A. (2016). Arizona temp records toppled by deadly heat wave. Retrieved May 29,
2017, from http://www.azcentral.com/story/news/local/phoenix-weather/2016/06/19/
temperatures-top-daily-record-phoenix-yuma/86118102/
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suppliers/8895/listings/129312/analytics
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high-school-plays-and-musicals
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