1 Save Our Doughmocracy A Moophoric Voter Registratio.docx

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Save Our Doughmocracy: A
Moophoric Voter Registration
& Ice Cream Social Event
Rebecca Rippon
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Table of Contents
I. Executive
Summary………………………………………………………..3
II.
Introduction…………………………………………………………
……...5
III.
Goals…………………………………………………………………
…….6
IV.
Strategy………………………………………………………………

…….7
V. SWOT
Analysis…………………………………………………………....8
VI. Five
Ws…………………………………………………………………...1
1
VII. Six
Ps……………………………………………………………………..1
3
VIII.
Stakeholders……………………………………………………….....
.......16
IX. Digital
Strategy…………………………………………………………...17
X. Earned
Media……………………………………………………………..19
XI.
Timeline………………………………………………………………
…..21
XII.
Budget…………………………………………………………………
.....21
XIII.
References……………………………………………………………
…...23
XIV.

Appendices……………………………………………………………
…..25
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Executive Summary
The proposed event, titled “Save Our Doughmocracy: A
Moophoric Voter Registration
and Ice Cream Social Event” is intended to support the voter
registration movement for the 2020
election. Since this event has already happened, the proposal is
written theoretically as though
the event date has not yet passed, or in the future tense of what
“will” occur. The event will be
hosted by the ice cream brand Ben & Jerry’s on behalf of the
Democratic National Committee. It
will serve as an opportunity for attendees to register to vote,
connect with Democratic candidates
for the upcoming election, and exclusively sample a new flavor
of Ben & Jerry’s ice cream that
is being created specifically for the event. Ben & Jerry’s is an
extremely popular brand, loved for
its specialty ice cream and involvement in important social

causes. The brand uses its platform to
advocate for numerous movements that its founders and
employees support. The goal of this
event is to reestablish election integrity and uphold the values
that comprise democracy. Many
people are discriminated against by outdated and unlawful voter
registration laws, making it
extremely difficult for certain groups to vote or discouraging
them from doing so altogether. The
proposed event aims to aid these groups in their voter
registration process in a relaxed, helpful,
and fun way.
Similar events include political candidate rallies, voter
registration events, and ice cream
or dessert experiential events. Although these types of events
have some overlap with “Save Our
Doughmocracy,” none of them are exactly the same in the way
that we combine all of these
events into one, which gives us a competitive advantage.
Marketing strategies and promotions
will emphasize this key differentiator to attract people to our
event over others. The event’s
strengths include customer loyalty to Ben & Jerry’s, a
centralized event location, appeal through

its exclusivity, and a well-established platform for promotion,
while weaknesses include
potential controversy due to the Democratic National
Committee’s involvement and competing
Ben & Jerry’s locations. The key opportunity for the event is its
uniqueness from all other related
events on the market, and potential threats include competing
political rallies and protesters who
oppose the views of Ben & Jerry’s and the Democratic National
Committee. All weaknesses and
threats are accounted for and will be addressed to prevent any
conflicts.
The main product of the event is a positive voter registration
experience, and the ice
cream sampling and social is an additional bonus. The target
audience for “Save Our
Doughmocracy” is young eligible voters, specifically those of
color and who therefore are often
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discriminated against in the voter registration process. We aim
to reach these voters in an area
where the voter registration process is particularly difficult.

With this goal in mind, the event will
be held in Atlanta, Georgia on October 3rd to combat Georgia’s
strict voting laws and make sure
people are prepared for the election in the last days before the
state’s voter registration deadline.
With this event, we hope to offer a comfortable and useful
environment for people’s voter
registration process with the added excitement of connecting
with candidates and savoring ice
cream. The event is free to those who attend only to register to
vote, and $12 for those who plan
to register and have ice cream. The location of the event, the
Georgia International Convention
Center, enables us to keep these portions of the event separate
and have a smooth operational
process, while still allowing space for attendees to spread out
and converse comfortably. All
volunteers will be thoroughly trained to ensure that they are
knowledgeable and friendly and
interact positively with attendees.
Due to the large scale of the event, there are several
stakeholders that are impacted by its
occurrence and success, including the individual brand’s
stakeholders, such as employees and

investors, the Democratic and Republican National Committees
due to the potential impact on
voter turnout, and the community of Atlanta because of possible
increases in business traffic and
tourism. To ensure the success of “Save Our Doughmocracy”
and equal prosperity for each of
these stakeholders, a number of strategies will supplement its
promotion. Digital tactics will be
the primary promotional method and will be executed mostly
through Instagram and TikTok.
Informational posts, contests, and celebrity endorsements will
drive this digital strategy to ensure
wide reach to our target audience of young people. In addition
to these strategies, earned media
tactics will be implemented by sending pitches and press
releases to local and major election
news outlets to earn coverage of the event before it occurs and
while it is taking place. These
efforts should guarantee maximum turnout and success for the
event and its stakeholders.
The planning for “Save Our Doughmocracy” will take place
over nine months leading up
to the event beginning in January. This extensive process
includes research, venue touring and

booking, promotional plan building, content design and writing
for promotional content, the
implementation of promotional efforts across all platforms,
supply gathering and transportation,
and venue setup. This long-term plan provides ample time to
plan the event, carefully craft
content, and ensure a smooth execution. The total cost of the
event comes to $22, 682.16. This
cost includes all Public Relations efforts, necessary supplies for
voter registration and ice cream
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upkeep and distribution, and the venue booking and fees. The
price of $12 per person for entry
combined with the goal of 2,560 attendees enables the event to
profit with $8,037.84.
Introduction
Ben & Jerry’s is a globally renowned ice cream brand known
for its carefully crafted ice
cream products, clever flavors and branding, and commitment to
social causes. According to the
“Our History” section of their website, the company, founded
by Ben Cohen and Jerry

Greenfield, started with a small scoop shop in a renovated gas
station in 1978 and has since
grown into a massive frozen dessert phenomenon, operating
scoop shops and shipping pints of
their prized product to grocery stores all over the world (“Our
History”).
The brand’s “Values” section of their website states that in their
effort to act as a
responsible and positive corporation, Ben & Jerry’s operates on
three pillars, striving to fulfill
their economic, social, and product missions. Their economic
mission ensures that they bring in
profit and maintain sustainable financial growth. The brand’s
social mission commits them to
using their platform to advocate for social change and work
toward a better and more just world.
Finally, their product mission requires that they always create
the best ice cream, utilizing
organic ingredients and eco-friendly business practices (“Our
Values”).
The purpose of this plan is to create an event that upholds the
brand’s strong commitment
to their social mission. By hosting an event for the Democratic
National Committee as a means

of cause-related marketing, Ben & Jerry’s continues their
dedication to upholding democracy
and ensuring a fair and equitable world for all. The proposed
event enables the brand to continue
with this mission, while also showcasing their own products as
an opportunity to support their
economic and product missions as well.
The event, titled “Save Our Doughmocracy: A Moophoric Voter
Registration and Ice
Cream Social Event” is a combined event of voter registration,
ice cream sampling, and
Democratic 2020 candidate networking. People are invited to
register to vote for the upcoming
election, then, for a small additional fee, sample a new flavor of
Ben & Jerry’s ice cream and
socialize with the Democratic candidates on the 2020 ticket
(which would be unknown until the
later months of planning the event) and fellow attendees. We
hope to offer a fun, casual, and
educational voter registration experience that encourages people
to get involved in their
democracy and gives them a special treat for doing so.

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Goals
As mentioned above, Ben & Jerry’s holds itself to a three-
pronged standard of proper
business practices: economic success, advocacy for social
causes, and product quality. Ben &
Jerry’s operates numerous efforts to execute their social
mission, which is part of why their
brand is so popular. As C.A. Preston notes in Event
Marketing:Second Edition, “The sponsorship
of cause-related events differentiates organizations and brands
in the minds of consumers, and it
is not unrealistic to expect a proportion of consumers to support
brands that associate themselves
with a charitable or otherwise good cause” (Preston 108).
Therefore, the goals of the proposed
event mainly support the company’s social mission, but also
contribute toward the other two.
Through their social mission, Ben & Jerry’s has numerous
causes that it supports and fervently
fights for through various campaigns and promotions. Such
causes include racial justice, climate

justice, LGBT equality, democracy, and many others. As stated
on the page of their site
dedicated to democracy, Ben & Jerry’s works very hard to
protect democracy, believing that
“Democracy only works when it works for everyone”
(“Democracy”). The company spreads
awareness about threats to democracy through blog posts,
article shares, social media posts, and
other informational resources. With these efforts, Ben & Jerry’s
advocates for automatic voter
registration, expanded and enhanced earlier voting, enhanced
and expanded voting by mail, and
overturning excessive voter ID laws. They are very passionate
about the Voter Rights Act and
overturning the 2013 Supreme Court decision to remove a key
provision from the act, rendering
it essentially ineffective (“Democracy”).
The brand’s biggest effort to advocate for democracy is their
“Democracy Is In Your
Hands” campaign. Through this campaign, Ben & Jerry’s
combines the causes of expanding
voter access and rights and the movement to deter big money’s
interference in the political

process. With strict voting laws and rich white people putting
their money into elections,
democracy is often compromised, and it becomes so difficult for
people of color to vote that they
decide not to even try. The goals of the campaign are to provide
all people of various races,
backgrounds, income levels, and other factors equal access to
voting and participating in their
democracy (“Democracy”).
This event supports these goals and serves as an effort within
the campaign to provide
people who are discriminated against in the political process
with the chance to make their
voices heard. This plan aims to help thousands of people work
through the registration process so
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they are prepared for the next election. By hosting a voter
registration event in a state with one of
the most difficult registration processes in the entire country,
we encourage people who would
normally be hesitant to try to register to get involved in their
democracy. We hope to bring in a

large turnout of youth voters, specifically youth voters of color.
This audience is particularly
important for ensuring that all voices are represented in the next
election, welcoming a new
generation of voters while also assisting those who face more
adversity in registering to vote.
Overall, this event is a great way to support Ben & Jerry’s
commitment to restoring democracy
and working to make it what it is intended to be. It is only one
effort in the company’s work to
expand voting access, but it is a major force in the process, as it
brings the company out into the
community and connects with people directly to work toward
the brand’s social mission.
Strategy
“Save Our Doughmocracy” is distinctive in the event market
because there is really no
other event like it. Since it combines three styles into one major
event, it is very different from
other events with similar products or purposes. Because of this
combination, there are numerous
types of competing events that we must consider. The first is
other political candidate campaign
events, specifically those coordinated for the Trump campaign.
President Trump’s rallies draw

massive crowds and are known for being an extraordinary
spectacle due to their intense nature.
People who attend these rallies are very committed to their
cause and thus add to the event’s
dynamic by enthusiastically cheering, sporting Trump
merchandise, and sharing their experience
on social media. This is a tough dynamic to compete with, so we
will really have to work to
match or surpass the level of enthusiasm invoked by these
rallies.
In addition to campaign rallies, our event almost must compete
against general voter
registration events, which will be especially common during the
time period that this event is
planned for. Many organizations are hosting registration events
in order to contribute to the
effort to significantly increase voter turnout in the upcoming
election. Since this event is
scheduled for just days before Georgia’s voter registration
deadline and many voter registration
deadlines across the country, last-minute registration events are
going to be very popular at this
time.

Finally, our event has to compete with other dessert and ice
cream brands’ experiential
events. A Trend Hunter article about dessert experiences
demonstrates that to promote their
products, many dessert brands have started hosting events to
make their product feel like more of
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an experience. In 2016, Häagen-Dazs hosted a restaurant-style
ice cream sampling event in
Melbourne when the company brought its ice cream back to
Australia. Magnum launched an
outpost in London’s Covent Garden in 2015 that featured
sculptures of the brand’s newest
flavors and a customizable ice cream bar buffet. In 2016, Nestlé
opened a factory in Switzerland
that customers could visit to learn about the brand and see what
goes into making their widely
adored products (“Experiential Dessert”). As demonstrated by
these examples and numerous
others, experiences and events have become extremely common
on the dessert market. These
clever marketing methods make for strong competition for our
ice cream social portion of the

event.
Preston explains in Event Marketing that “the unique selling
points of an event are
essentially how one event differs from another that is
intrinsically similar, and how these
differences can be used advantageously” (Preston 52). The fact
that “Save Our Doughmocracy”
works all of these types of events into one is our main
competitive advantage. As mentioned, no
other event on the market serves as both a voter registration
event and a social event with
political candidates and fellow voters. Furthermore, none of
these events offer the special perk of
being the first to sample a new product from a beloved brand.
Our strategy will focus on
promoting this uniqueness and ensuring that potential attendees
know this is a once-in-a-lifetime
experience. We will highlight the mix of practicality and
whimsy to show voters that they get a
whole experience out of this event, rather than simply
completing the task of voter registration or
taking an ordinary trip for ice cream. This will be done through
the messaging used in promoting

the event in various marketing tactics. All announcements for
the event on social media and in
local news sources will note the blending of various types of
events and use very exciting and
distinctive language. We will also make sure our celebrity
connections discuss how fascinating
this style of event is and really emphasize that it is not
something people should miss, both for its
political purpose and simply the uniqueness of it. Overall, this
combination is going to be a key
differentiator from similar events, so utilizing this detail will be
an effective strategy for
overcoming our competition.
SWOT Analysis
Ben & Jerry’s position as a well-established brand in the ice
cream market provides a
number of benefits that boost the strength of this event. First, as
a Snack Food and Wholesale
Bakery article explains, people love Ben & Jerry’s ice cream
and are very loyal to the brand once
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they have become a fan. In 2020, the brand saw a twenty

percent increase in brand loyalty
(“2020 Brand Loyalty Winners”). Discussing this loyalty,
Sharan Kaur notes that fans appreciate
the brand’s cleverly named and lovingly crafted flavors,
commitment to social justice causes,
and cool and charming branding that has been consistent since
the company’s founding (Kaur).
This brand loyalty gives us an already-established interested
audience for the event, as people
who love the brand will be happy to attend a special event that
it hosts. In addition, the event’s
location is perfect for attracting a large audience. Since it is
right in the hub of Atlanta, it is in a
prime prime spot for people around the city and even all across
the state to easily attend. Another
strength is the exclusive nature of the event, as attendees will
be the first people to try a brand
new Ben & Jerry’s flavor. This event offers a very special
experience that people cannot get
anywhere else, which is a major incentive to attend. Finally, a
key strength for the event is that
Ben & Jerry’s has a major platform for promoting it. With 1.4
million followers on Instagram,
457.7 K followers on Twitter, and over 8.7 million likes on

Facebook, the company has a huge
audience for promoting the event and reaching its target
audience.
The event does have some weaknesses, but we believe these are
manageable and will not
interfere with its success. The first is that the involvement of
the Democratic National
Committee in the event may be problematic for attracting an
audience in Georgia. As a
historically Republican state, Georgia residents may not be the
most eager to come out to an
event hosted by a famously liberal brand and supported by
Democrats. However, the Atlanta
location helps in this weakness; Emily DiRico shows in her
article about Georgia counties’
voting history that despite Georgia being predominantly
Republican, Fulton County, where
Atlanta is located, is usually Democratic (DiRico). Therefore,
this specific spot in the state
should be more welcoming to a Democrat-hosted event. Another
potential weakness is that there
is already a Ben & Jerry’s shop in a convenient location in
Atlanta, which may prevent some
people from making the trip to a whole event. Since they can

get Ben & Jerry’s ice cream any
time, either in pre-packed pint form at the grocery store or
freshly scooped at a scoop shop, they
may not feel that there is a purpose in going to the event.
However, this event is unique in that it
offers customers a chance to sample a special new flavor that no
one else has tried yet. With the
incentive of being the first to exclusively sample a brand new,
not-yet-released flavor, this event
is incredibly special and much more exciting than any ordinary
Ben & Jerry’s experience.
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The key market opportunity for our event is that there is simply
no other political event
like it. In terms of political rallies, Trump rallies rely on Trump
or people on his team as the
main attraction of the event. People go to see a special guest
speak, and that is the only appeal.
Some reports even describe them as being pretty unpleasant to
attend; Isaac Eger describes his
first rally experience by saying that it was extremely hot under
the sun, people left due to the

main speaker, Ivanka Trump, showing up late, and people were
turned away from entering after
waiting for so long in the heat to get in (Eger). Additionally,
other voter registration events are
never as exciting and unique as the proposed event. Most
registration events focus only on the
main task at hand — they aim to get people in, register
attendees, and then get them out as soon
as possible. There is no extra appeal or differentiating factor
that makes the events special. These
events also do not tend to be combined with a rally-style of
event. Presidential campaign events
are normally entirely separate from voter registration events.
“Save Our Doughmocracy” offers
the unmatched experience of having the chance to interact
directly with candidates while also
ensuring that people are prepared for the upcoming election,
and giving them an exclusive
sample of the world’s most prized ice cream.
A potential threat could be a conflicting rally from the
Republican side that takes place
shortly within the time frame of our event. Examining the
presidential election in Georgia,
Ballotpedia shows that President Trump is holding a rally in

Atlanta on Friday, September 25,
which is just over a week before the date of our event
(“Presidential Election in Georgia, 2020”).
The major crowd this event might draw could potentially
threaten the success of ours. However,
our event is special because it is not only an opportunity to
connect with the Democratic
candidates, but also an opportunity to register to vote and
exclusively try a new Ben & Jerry’s
flavor. President Trump’s rallies are merely about the spectacle
of seeing the president and
hearing him speak. Our event has this aspect, but also offers a
whole experience to accompany it
that sets it apart from other political events. Another potential
threat is protesters from other
political parties or people against the Democratic party. Recent
political events have had issues
with counter-protests and attempted interferences from people
who disagree with the hosts’
political beliefs. This is definitely a threat with a widely
Republican base in Georgia, especially
since other Trump supporters may still be around from his rally
the week prior. However, our
event’s location is beneficial in this regard. Since the Georgia

International Convention Center is
a major event center and frequently accommodates massive
events, it is a very secure location
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that can handle large crowds and assist in managing any kind of
interference. Security will be
strong and employees of the center will help us ensure the
safety of our attendees, event workers,
special guests, and the overall event.
Five Ws
This event will market both Ben & Jerry’s ice cream and social
activism involvement.
The company will use the event to introduce a new flavor that is
related to the cause and is
branded as such. This will be a great way for the company to
spark interest in the flavor once it is
publicly released, as people attending the event will be able to
try it and tell other people about it.
Not only will this help increase the individual flavor’s
popularity, but all Ben & Jerry’s products
will be promoted through people getting to sample one product
and familiarizing themselves

with Ben & Jerry’s ice cream in general.
The event is geared toward young people who have become
eligible to vote since the last
election but have not yet registered to vote. The youth turnout is
going to be incredibly important
in this upcoming election, so we want to connect directly with
this audience to make sure they
are prepared. We specifically want to work with young people
of color to make sure they are not
discriminated against in their attempt to register. Many parts of
the country make it very difficult
for people of color to vote with strict voter I.D. laws and other
forms of voter suppression. We
want to combat this by personally working with young people of
color to make sure they are
provided with the help and resources necessary to be involved
in their democracy.
With this target audience in mind, the event will be held at the
Georgia International
Convention Center in Atlanta, Georgia. Atlanta is the best
location for reaching our target
audience of young people of color. Observing studies about
battleground states in the 2020

election, Abby Budiman explains that of the battleground states,
Georgia has the highest share of
Black eligible voters at 32%. Of this group, 60% reside in
Atlanta (Budiman). Therefore, hosting
the event in this location provides the opportunity to easily
reach our target audience. This
location also enables us to achieve our goal of combatting strict
voter registration laws.
Analyzing people’s struggles with voting in the United States,
Robin Levinson-King shows that
in the United States, thirty-five states have voter I.D. laws, and
Georgia has some of the most
restrictive (Levinson-King). Also commenting on this subject,
Paul Rauber notes that Georgia
has some hefty voter I.D. rules, requiring exact documentation
matches in order to be able to
register (Rauber). If a person is missing their I.D., the state
does not allow for an affidavit or
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provisional ballot (Levinson-King). Since these are some of the
strictest voting laws in the
country, hosting the event in Georgia enables us to work with
voters directly to make sure none

of these laws deter them from being able to vote. The Georgia
International Convention Center is
a prime venue for the event because of its convenient location
and size accommodations. Listing
the best Atlanta event venues, Catalina Guerra raves that the
venue is in Atlanta’s Airport and
College Park area, which is just ten minutes from the city’s
downtown. It allows events to work
with up to 400,000 feet of space (Guerra). Based on the venue’s
website page listing
accommodations, we would host the event in the center’s
International Ballroom Salons One,
Two, and Three, allowing us to work with 9, 945 square feet of
space for a capacity of 660
people when arranged as a banquet (“Floor Plan”).
This event will be held on Saturday, October 3rd at 12 p.m.
According to the ACLU
website, this date is a few days before Georgia’s voter
registration deadline of October 5 (“2020
Election Dates and Deadlines”). Holding the event within this
time frame serves as an effort to
get people registered before it is too late, encouraging people
who may have been hesitant before

to register. Since this date is fairly close to the election, it is
also a good opportunity for
Democratic candidates to rally for their causes and persuade
voters.
We are holding this event to support the Ben & Jerry’s social
mission and contribute to a
fair and inclusive election. Many people would likely not be
encouraged to take the effort to go
out to an event to register to vote without some kind of
incentive. Because the voting process has
been made so arduous for certain groups of people, many of
them have simply given up.
Therefore, they are unlikely to try to make an attempt again
unless something really special
draws them out. Food tends to be the biggest appeal for people,
so the chance to have a cup of
widely loved Ben & Jerry’s ice cream is a great way to get
people to attend. By combining Ben
& Jerry’s product with personal interactions with politicians
and assistance in the voter
registration process, people are very likely to come out. This
opportunity to positively affect
democracy and support a voter turnout that is more
representative of the entire United States in

the next election fits perfectly into Ben & Jerry’s social
mission. In addition, the company gets
the opportunity to act on its product mission, testing out a new
flavor and making sure the public
believes it is up to the brand’s high standards. This, in turn,
supports the brand’s economic
mission, helping to bring in profit by stirring interest for a new
flavor that can later be purchased
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on a global scale. This already-established fanbase will support
the later launch of the flavor and
drive its profits, bringing in success for the brand itself and all
of its stakeholders.
Six Ps
The product of this event is a relaxed, educational, and fun
voter registration experience.
Most voter registration events focus solely on the process of
getting people registered without
any other element to make the experience exciting or different.
This approach to voter
registration events is efficient, but does not contribute anything

to attendees besides the events’
practical value. It is also more convenient for people to register
right from their own homes, but
the experiential part of “Save Our Doughmocracy” makes it
worth leaving the house to register
instead. It combines the practicality of voter registration and the
entertainment of special dessert
events. People can find the information and resources they need
to register for the election, but
also receive a special treat for taking the time to attend a voter
registration event. “Save Our
Doughmocracy” offers real human interaction with important
political figures and helpful and
personable volunteers, as well as a sweet perk.
The price of “Save Our Doughmocracy” for attendees depends
on the experience that
they opt for. As Preston discusses in Event Marketing, “there
are established price ranges for
different event types that will have become expected by
customers” (Preston 75). Voter
registration events, although not of this calibre, are always free,
so we cannot expect attendees to
pay to enter this event. In doing that, they would basically be
paying to vote, which is

unacceptable. Therefore, people who sign up solely for the voter
registration portion of the event
will not have to pay for entry. However, those who register for
voter registration and ice cream
will have to pay $12. In this scenario, event attendees are
essentially paying for the cost of their
ice cream cup and the social event. As noted on the Fast Food
Menu Prices site, Ben & Jerry’s
charges $4 for a small cup of ice cream (“Ben & Jerry’s
Prices”). Combining this cost with a
small fee for the social opportunities of the event, $12 is a fair
price that enables the company to
profit from the event with the anticipated turnout.
The place or venue of the event, the Georgia International
Convention Center, adds to the
value of the event because it is in a convenient location for
locals and is a common location for
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large events. The convention center is located in a prime spot in
Atlanta, which makes it easy to
access. This will enhance the experience for attendees because
they will not have to make a long

trip to get to the venue, so they will be more likely to attend.
Because of the convention center’s
experience with major events, its staff should have no issues
accommodating our needs. The
event will be set up in the center’s International Ballroom
Salons One, Two, and Three. Voter
registration will take place in Salon One to provide volunteers
and attendees with the room to
find a place to sit and thoroughly work through the voter
registration process together. Salons
Two and Three will be reserved for the ice cream social, leaving
ample space for attendees to
spread out, find a comfortable space to enjoy their ice cream,
and move about the room to chat
with each other and the politicians. All of these elements make
the event seem much warmer and
more personable, as we are ensuring that attendees really get the
opportunity to connect with
people at the event. Since “Save Our Doughmocracy” is so
focused on providing a more fun and
social experience, these aspects of the venue are key to
upholding that standard.
Promotion for “Save Our Doughmocracy” will entail several
categories, including digital

content, earned media, and more. The Ben & Jerry’s website is
already very organized,
informational, and engaging, so featuring the event on it will be
very easy and should attract
many people. Since the target audience for the event is young
people, social media will be the
primary digital strategy for connecting with potential attendees.
Promotional and informational
posts supporting the campaign for the event will be spread
across all of Ben & Jerry’s social
media platforms, but Instagram and TikTok will be highlighted
the most. Promotions for the
event will also include earned media through pitches and press
releases to local media. We have
gathered a media list of Atlanta news outlets and will reach out
to each of them with a pitch to
either discuss the event for broadcast media or write an article
about it for print and online
media. We will also contact socially active celebrities who have
been vocal about the election to
ask them to promote the event on their own social media
platforms. All of these combined efforts
will help us reach our target audience of young people and get
them interested in the event by

adding useful and informational value in addition to the actual
event’s practical value.
The process of registering and attending the event will ensure
that it is organized and
neat, and that attendees can really maximize their time at the
event to take advantage of all of its
benefits. The event will last eight hours, starting at 12 p.m. and
ending at 8 p.m. Attendees will
book their arrival time in fifteen minute interval slots on the
event’s main page on the Ben &
15
Jerry’s website. Eighty people will be allowed in per fifteen
minute slot. They will indicate in
their registration if they plan just to register to vote at the
event, or if they want to attend the ice
cream social portion as well. Attendees must print their event
registration and bring it to the
event with them. Upon arrival, attendees will be greeted at the
door of the convention center. If
they signed up just for voter registration, they will be directed
to the voter registration portion of
the event. If they signed up for both voter registration and ice

cream, they will be given a
wristband to wear and then directed to the voter registration
portion. Attendees will be greeted by
volunteers with clipboards, handouts about each presidential
candidate’s platform, and the
necessary forms for voter registration. Volunteers will help
attendees through the registration
process and make sure they are fully prepared and informed for
the upcoming election. Once
attendees are registered, if they did not sign up for ice cream,
they will be provided with
additional informational handouts and directed to the exit. If
they signed up to try the ice cream,
they will be sent to the door that connects the voter registration
room to the ice cream room. A
volunteer will check attendees for the ice cream wristband,
welcome them into the event, then
direct them to one of the lines to get their ice cream. From here,
event attendees are welcome to
mingle with each other and the Democratic candidates as they
make their way around the floor.
Since the venue will be set up banquet-style, people can also sit
at a table while they eat their ice
cream, and candidates will be sure to make their way to each

table frequently enough to chat
with attendees. This portion will be able to seat 580 people at a
time. A volunteer will announce
when each time interval group has to leave in order to make
room for the next group. It is crucial
to keep the voter registration portion and ice cream social
section entirely separate in order to
make the event fair and impartial. Voter registration events
must be equally informative and fair
toward all political parties, which is why the voter registration
section will be strictly
informational. The ice cream social will then be the more rally-
focused part of the event, as
attendees will have the opportunity to converse directly with
Democratic candidates.
To enhance attendees’ experience at the event, we will pay
special attention to ensuring
we have the right volunteers both scooping the ice cream and
helping register attendees. As
Preston says in Event Marketing, “People pay attention to
people, are most likely to be helped or
hindered by them, and are geared to make judgments about an
event by the people they
encounter” (Preston 85). We want to ensure that all volunteers

that event attendees encounter fall
into the helpful category, so there will be a well-outlined
protocol in place for all types of
16
volunteers. Those scooping the ice cream will have a
cleanliness standard of wearing gloves and
frequent handwashing. They should also be informed enough
about both presidential candidates
if asked a question by an event attendee, and if they do not have
an answer, they should be able
to direct the attendee to another volunteer who does. Voter
registration volunteers should have
all of the information necessary to help attendees register
smoothly and quickly. They should be
patient and helpful, and should be able to answer any questions
about either candidate and their
platform, the election, or any other related information. If they
cannot answer a question, they
should direct the attendee to someone who can or provide them
with resources that would have
an answer. The standard for all volunteers is friendliness,
eagerness to help, personability, and

passion for the cause. With these qualities, we strive to make
event attendees feel comfortable,
entertained, and informed throughout the event and upon
leaving.
Stakeholders
Since Ben & Jerry’s is such a large corporation, the Democratic
National Committee is
involved in the proposed event, and the event takes place in a
major city, there are many people
and organizations that are affected either directly or indirectly
by it.
First, the Ben & Jerry’s brand has its own stakeholders that are
impacted by the success
or failure of this event. The company considers all individuals
involved in the creation,
production, distribution, and promotion of its products a
stakeholder in its success. This includes
all partners who provide ingredients and supplies for products,
direct Ben & Jerry’s employees,
company investors, and numerous others. Therefore, all of these
people are stakeholders in the
success of this event and the debut of the brand’s new flavor as
well. If the flavor is popular
among event attendees, all stakeholders will benefit from its

success, but will also have to plan to
produce the product on a larger scale when it is made available
to the general public.
In addition, both the Democratic and Republican National
Committees are impacted by
the voter registration turnout of the event. Such a large event
hosted by a major brand is likely to
have a significant turnout. Since so many new voters will
emerge from this event, the amount of
registered voters for each party will likely dramatically
increase. This will provide both parties
with new support, but most likely the Democratic National
Committee, since the event is being
hosted for that specific organization.
Finally, the entire Atlanta community is affected by the
proposed event. “Save Our
Doughmocracy” will bring in a very large crowd from the local
Atlanta area and potentially even
17
from out of town. Because of this massive turnout, Atlanta will
see a temporarily high surge in
traffic and visitation. This can impact the affected parties

within the area either positively or
negatively, depending upon the specific party. Local businesses
such as restaurants, shops, and
hotels will see a positive increase in traffic and revenue due to
the large amount of attendees that
will explore the town after attending the event. Attendees
coming from out of town will need
places to eat and stay, so restaurants and hotels will be
especially successful. Atlanta locals, on
the other hand, may have some trouble with the event, but will
still likely be pleased with its
overall outcome. The city’s crowd due to the event might
frustrate locals, as it will be difficult to
get around the city quickly, and their favorite local businesses
will likely be overpacked. Parking
and transportation will be particularly difficult because of
increased traffic. However, the event
will also significantly increase general success for local
businesses and contribute to the city’s
overall income for the year, ultimately boosting its economy.
Although some locals may be
frustrated with the event at the time, the overall effect will be
worth the potential inconveniences.
Digital Strategy

Digital strategies will be a major part of marketing for this
event since Ben & Jerry’s has
such an extensive digital presence between its website and
social media platforms. A new
website for the event is not necessary since the brand has its
own website that is very
well-developed, aesthetically pleasing, and neatly organized for
users. As Preston describes in
Event Marketing, website users have very short attention spans
and low patience in navigating
web pages. If they do not find what they are looking for in just
seconds, they will give up and
leave the website altogether (Preston 117). Therefore, the
listing for the proposed event will be
posted in several different locations on the website and have all
important information detailed at
the top of the event’s main page. First, the event can be featured
on the site’s “What’s New” tab,
which features news and updates about Ben & Jerry’s and the
issues that they advocate for. This
can be the primary listing for the event that includes a
description of the event, a form to register
to attend, and information about how to get involved. This page
will also include a form to

subscribe to get updates about the event and local election news
to keep people engaged with the
issue. People who register for the event, subscribe for updates,
or both will receive an email with
a coupon off their next Ben & Jerry’s purchase, either in a
scoop shop or online. The
announcement will also be posted on the website’s homepage
under “Recent Highlights.” This
posting will include the promotional graphic for the event and a
heading that reads “Save Our
18
Doughmocracy: A Moophoric Voter Registration & Ice Cream
Social Event.” When users click
this link, they will be directed to the event’s main page under
“What’s New.” The last placement
of the event can be under the “Values” tab and the subheading
of “Issues We Care About.” One
of these issues is “Democracy,” so the event can be posted here
as well. This listing will be a
quick link listed as one of the efforts the brand makes to
support the cause, and this link will take
users directly to the main posting about the event under “What’s

New.”
The event will be featured across all of Ben & Jerry’s social
media platforms, but with a
primary focus on Instagram and TikTok. Since these two
platforms have younger audiences, they
are the best options for reaching the proposed event’s target
audience of young eligible voters.
As Preston explains, “There has long been an understanding of
the influence of word of mouth as
a result of marketing communications, particularly with events.
Social media marketing operates
along the lines of word of mouth as being marketing
communication” (Preston 115). Therefore,
all social media strategies will be executed to get people
engaged with and talking about the
event, both with the Ben & Jerry’s brand itself and with their
peers and social networks. The
official announcement with the promotional graphic designed
for the event and a caption
containing event details will be posted on Instagram under
#SaveOurDoughmocracy. The
caption will encourage followers to click the link in the Ben &
Jerry’s Instagram bio to get more
information and register for the event. After this initial

announcement, reminders will be posted
in the form of Instagram stories once a week in the weeks
leading up to the event, and then once
daily during the week prior to the event. These stories will have
a swipe-up feature that brings
users directly to the event’s main page on the Ben & Jerry’s
website so they can easily access
event information and registration.
Additional promotion for the event through Instagram will be
done through interactive
posts that followers can directly engage with and a
#SaveOurDoughmocracy campaign about
other ways people can get involved in the next election if they
cannot attend the event.
Interactive posts will include discussion questions about what
issues matter most to their
followers, what Ben & Jerry’s flavors they are eating to cope
with election stress, and other
related topics. Fans will be encouraged to respond to the
prompts in the posts’ comments section,
and the responses with the most likes and positive replies will
be featured in a shoutout in the
brand’s Instagram stories. Informational posts about
involvement outside of the event will

include listings of registration events around the country,
causes to donate to, links to blog posts
19
that contain information about democracy issues and the next
election, and other useful
resources.
TikTok will include the same types of interactive and
informational posts, but in a video
format. The initial announcement post will be of the 2020
Democratic presidential and vice
presidential candidates lip syncing to the Ben & Jerry’s theme
song, which the brand created and
launched a campaign for on TikTok, while standing in front of a
poster of the event’s
promotional graphic. The video will direct people to the brand’s
profile, which will contain a
link to the event’s main page on the Ben & Jerry’s website.
Other posts will include videos from
politicians who will be attending the event, videos from
volunteers who will be helping people
register at the event about why they got involved, and
informational videos about the importance

of getting involved in democracy. An interactive campaign
called #SaveYOURDoughmocracy
will be launched to get users on both Instagram and TikTok
involved. Fans will be invited to post
a video on either platform about the efforts they are making to
protect democracy and be active
in the upcoming election with the contest’s hashtag. Five
winners will be selected to win a year’s
worth of free Ben & Jerry’s ice cream, including five pints of
the flavor being launched
exclusively at the “Save Our Doughmocracy” event. This will
be a great way to spread the word
about the event and get the event’s target audience excited
about it. Because Ben & Jerry’s has
such a large social media following, major participation in this
interactive campaign will enable
us to reach a huge audience, contributing to a successful turnout
for the actual event.
Since the reach of Ben & Jerry’s is already so comprehensive,
paid media will not be
used for this event. The brand connects with people enough
through owned media such as blog
posts and social media posts, so paid media is not necessary to
spread the word about the event.

Any additional promotion will be executed through earned
media as described in the following
section.
Earned Media
Since the more widespread reach for the event will be done
through Ben & Jerry’s social
media platforms, earned media will focus primarily on reaching
local audiences in Atlanta.
These strategies are particularly important for ensuring we
reach our direct target audience of
young Atlanta locals. The first method of doing this will be to
send a press release announcing
the event to all popular Atlanta news outlets, securing coverage
in print, online, and broadcast
media. This press release will explain the details of the event,
why it is being hosted, and why it
20
is worth a placement in local news outlets. It will be sent out
three months prior to the event to
give people ample time to register for it once they see the story
about it in their local news.

Based on AllYouCanRead’s list of local Atlanta news sources,
we have determined that for print
and online media, the press release will be sent to Creative
Loafing Atlanta, Atlanta Daily World,
The Atlanta Voice, The Atlanta Inquirer, Atlanta INtown, The
Atlanta Journal-Constitution, and
The Atlanta Magazine. Creative Loafing is a hub for local
happenings in Atlanta. Atlanta Daily
World, The Atlanta Voice, and The Atlanta Inquirer are
African-American publications that
highlight local news and events. The remaining print and online
outlets highlight local
happenings as well (“Atlanta Local News”). For broadcast
media, the release will be sent to
WSB-TV 2, WXIA 11 Alive TV, and CBS Atlanta 46. Almost
all of these news sources have a
page solely dedicated to the 2020 election and voter
registration. The proposed event perfectly
fits into what is covered in these sections of the outlets, so we
should be able to earn coverage for
the event in most, if not all of them. On a wider scale, the press
release will also be sent to
Patch.com and the The New York Times. Patch is a widespread
news outlet that has segments for

local news, and Patch staff member Deb Belt has reported on
voter registration events in Georgia
in the past (Belt). The New York Times reporter Nick
Corasaniti also wrote about various voter
registration events and social media promotions (Corasaniti).
By sending the press release to
these two reporters, we can earn widespread coverage.
We will also pitch the event to all of these local news outlets,
particularly the broadcast
platforms, to get reporters from each of them to attend the event
and cover it live, either on
television or through social media updates. These pitches will
be sent to outlets two months prior
to the event to ensure the news companies have a staff member
prepared to attend and report
about the event. The pitches will contain details about the event
and why it is newsworthy
enough to have a reporter attend. Pitches will be catered to the
individual outlets depending on
their primary audiences and usual feature topics. For example,
the pitches for Creative Loafing
and Atlanta INtown will focus more on the fun and experiential
aspect of the event, since these
outlets usually highlight stories about fun happenings in

Atlanta. The pitches for outlets such as
Atlanta Daily World and The Atlanta Journal-Constitution,
however, will take a more formal and
news-formatted approach, since these outlets focus on more
hard-hitting stories in the area. The
goal of this live coverage is to encourage people who did not
plan on attending the event to
change their minds. This current reporting will notify people
that this is their last opportunity to
21
attend; with this limited-time incentive, people may be more
inclined to visit the event than they
were when the stakes did not seem as high.
Earned media will also play a role in the digital strategy
through the social media
#SaveOurDoughmocracy campaign. We will reach out to
politically active celebrities and ask
them to get involved in the campaign by posting their own
videos under the hashtag about their
efforts to protect democracy. Countless celebrities have already
been active during this election
season, so they will likely be happy to get involved in this

campaign for such an important event.
With these major influencers posting videos, the social media
campaign and actual event are sure
to gain massive coverage, helping us reach our target audience
on a wide scale.
Timeline
Planning for “Save Our Doughmocracy” takes place over the
course of nine months
leading up to the event, beginning in January 2020. Preliminary
research and event planning take
place between March and April, with all event details and
research being finalized as of April
13th. Details for Public Relations efforts are determined
throughout February, and then launched
in the middle of April. These strategies and tactics are
continued throughout the entire time
frame leading up to the event. The informational campaign for
the event is launched in July as a
starting point for event promotion. The actual promotional
aspects of the campaign begin in
August, with the announcement for the event being released on
August 3rd and the
#SaveYOURDoughmocracy contest being launched on August
4th. Celebrity promotions begin

in September as one final promotional push for the event.
Volunteers will be trained on all
protocols and expectations beginning at the end of August
through the end of September.
Shipment of materials and the ice cream product will be
completed on September 7th to provide
ample time for any issues that may arise during the process.
These supplies will be stored at the
venue until the date of the event. Finally, the venue will be set
up for the event beginning on
September 21st and concluding on October 2nd, the day before
the event, to give volunteers and
venue employees plenty of time to make sure it is set up in an
organized way. A more detailed
outline is attached in the appendices below.
Budget
The budget for the event is split into fees for Public Relations
services and fees for the
actual event. Public Relations services consist of research,
copywriting, content design, social
media management, and event planning and setup. The cost of
these services amounts to $5,680

22
based on common industry fees and our own estimates. Event
fees include those for all supplies
such as pens, clipboards, voter registration forms, cups, and
spoons. These fees also include
those for shipping and storing the ice cream at the event, as well
as the venue’s booking and
extra fees. This section of costs amounts to $17,000.16.
Combined, the cost for both of these fees
and the entire event is $22,682.16. Our goal is to fill all thirty-
two fifteen minute time intervals
for voter registration with the maximum number of eighty
people per each time slot. If this is
done, and each person pays for the ice cream portion of the
event as well, this amounts to 2,560
paying customers. Since each ticket is $12, our projected
revenue is $30,720. This allows us to
profit from the event with a total of $8,037.84. A more detailed
outline is attached in the
appendices below.
23

Works Cited
“Atlanta Local News.” AllYouCanRead, 2020,
www.allyoucanread.com/atlanta-newspaper-ga/.
Belt, Deb. “Voter Registration Day 2020 In Georgia: 5 Things
To Know.” Marietta, GA Patch,
Patch Media, 21 Sept. 2020,
patch.com/georgia/marietta/voter-registration-day-2020-
georgia-5-things-know.
“Ben & Jerry's Prices.” Fast Food Menu Prices, Fast Food Menu
Prices, 2020,
www.fastfoodmenuprices.com/ben-jerrys-prices/.
Budiman, Abby. “Key Facts About Black Eligible Voters in
2020 Battleground States.” Pew
Research Center, Pew Research Center, 21 Oct. 2020,
www.pewresearch.org/fact-tank/2020/10/21/key-facts-about-
black-eligible-voters-in-2020-battleground-states/.
Corasaniti, Nick. “Put Away the Pamphlets: Voter Registration
Day Goes Digital.” The New
York
Times, The New York Times Company, 22 Sept. 2020,
https://www.nytimes.com/2020/09/22/us/politics/national-voter-
registration-day.html.
“Democracy.” Ben & Jerry’s, Ben & Jerry’s Homemade, Inc.,
2020,

https://www.benjerry.com/values/issues-we-care-
about/democracy.
DiRico, Emily. “Maps: How Georgia Counties Voted in Past
Presidential Elections.” Ajc, The
Atlanta Journal-Constitution, 2020,
www.ajc.com/politics/election-results/maps-how-georgia-
counties-voted-in-past-presiden
tial-elections/N2B5DEHKQFDQXICA3EQBVL3P6A/.
Eger, Isaac. “What's It Like to Attend a Trump Rally?” Sarasota
Magazine, SagaCity Media, 28
Oct. 2020, www.sarasotamagazine.com/news-and-
profiles/2020/10/trump-rally-sarasota.
“Experiential Dessert.” Trend Hunter, TREND HUNTER Inc.,
2020,
www.trendhunter.com/protrends/experiential-dessert.
“Floor Plan.” Georgia International Convention Center, Georgia
International Convention
Center, 2020, www.gicc.com/.
Guerra, Catalina. “26 Atlanta Event Venues That Your
Attendees Will Love.” The Bizzabo Blog,
http://www.allyoucanread.com/atlanta-newspaper-ga/
24
27 July 2018, blog.bizzabo.com/atlanta-event-venues.

Hard, Rob. “How Do Event Planners Structure Their Fees?” The
Balance Small Business,
Dotdash, 4 Jan. 2020,
www.thebalancesmb.com/how-do-event-planners-structure-
their-fees-1223572.
“How We're Structured: Ben & Jerry's.” Ben & Jerry's, Ben &
Jerry's Homemade, Inc., 2020,
www.benjerry.com/about-us/how-were-structured.
Kaur, Sharan. “How Ben & Jerry's Became The World's Most
Beloved Ice Cream.”
ReferralCandy Blog, ReferralCandy, 29 Oct. 2020,
www.referralcandy.com/blog/ben-and-jerrys-marketing-
strategy/.
Levinson-King, Robin. “US Election 2020: Why It Can Be Hard
to Vote in the US.” BBC News,
BBC, 20 Oct. 2020, www.bbc.com/news/election-us-2020-
54240651.
“Our History.” Ben & Jerry’s, Ben & Jerry's Homemade, Inc.,
2020,
www.benjerry.com/about-us.
“Our Values.” Ben & Jerry’s, Ben & Jerry’s Homemade, Inc.,
2020,
www.benjerry.com/values.

Ovsyannykov, Igor. “How Much Should I Charge for Graphic
Design Work?” Creative Market,
Creative Market, 2 May 2016,
https://creativemarket.com/blog/how-much-should-i-charge-for-
graphic-design-work.
“Polar Temp 4X8AD Auto Defrost Refrigerated Ice Transport -
140 Cu. Ft.” WebstaurantStore,
WebstaurantStore Food Service Equipment and Supply
Company, 2020,
www.webstaurantstore.com/polar-temp-4x8ad-auto-defrost-
refrigerated-ice-transport-140
-cu-ft/6224X8AD.html.
“Presidential Election in Georgia, 2020.” Ballotpedia, 2020,
ballotpedia.org/Presidential_election_in_Georgia,_2020.
Preston, C.A. Event Marketing: How to Successfully Promote
Events, Festivals, Conventions,
and Expositions (Second Edition). New Delhi, Wiley India Pvt.
Ltd., 2012.
“Prices of PR Services .” Enterie, 12 Feb. 2019,
enterie.com/prices-pr-services-startups/.
https://creativemarket.com/blog/how-much-should-i-charge-for-
graphic-design-work
25
Rauber, Paul. “The Easiest and Hardest Places to Vote This

November.” Sierra Club, 27 Apr.
2020,
www.sierraclub.org/sierra/2020-3-may-june/feature/easiest-and-
hardest-places-vote-nove
mber.
“2020 Brand Loyalty Winners: Ben & Jerry's, Planters,
Doritos.” Snack Food Wholesale Bakery,
BNP Media, 4 Feb. 2020,
www.snackandbakery.com/articles/94116-brand-loyalty-
winners-ben-jerrys-planters-dori
tos.
“2020 Election Dates and Deadlines.” ACLU of Georgia, 2020,
www.acluga.org/en/take-action/2020-election-dates-and-
deadlines.
Appendices
Timeline (Gantt Chart):
https://drive.google.com/file/d/1MzBOX0R4w6KqpOFoOLJdvb
E6L2tVE6nM/view?usp=sharin
g
Budget:
https://docs.google.com/spreadsheets/d/1W4geaYh3fbUogx7a9w
hv4zlzWkEFE1MQcYk9-n-C-
4o/edit?usp=sharing

Presentation video:
https://drive.google.com/file/d/1zpIgb5ywCy3ySDE85fyW9vSz
VUZvbf5m/view?usp=sharing
E6L2tVE6nM/view?usp=sharing
E6L2tVE6nM/view?usp=sharing
hv4zlzWkEFE1MQcYk9-n-C-4o/edit?usp=sharing
hv4zlzWkEFE1MQcYk9-n-C-4o/edit?usp=sharing
https://drive.google.com/file/d/1zpIgb5ywCy3ySDE85fyW9vSz
VUZvbf5m/view?usp=sharing
Executive Summary
This event will discuss about the goals, strategies, both internal
and external SWOT analysis, budget, stakeholders, earned
media, timeline and digital strategies of university orientation
event for first years. These points are discussed below.
Introduction
To help students adjust to campus life and orientation activities,
please provide a timetable in advance. The advantages and goals
of the orientation need to be communicated. Try to make it seem
friendly and active. Foster a sense of community by
encouraging students to take part in campus traditions. Make
the information readily available to the pupils.
Goals
According to Galloway (2000), incoming students will have the
opportunity to meet one another, have fun, and learn to work
together to solve problems as the event's major focus. During

the beginning of the school year, new students participate in a
program called "orientation," which serves as an introduction to
the University. Orientation is crucial because it helps students
adjust to their new academic environment.
Strategy
This Let the media know about the university's upcoming new
student orientation camping trip. The distribution of a press
release is a tried and true method of getting the attention of key
decision-makers who may aid in the success of an event.
Through a press release, we will publicly invite the local media
to cover our event (Wechsler & Baker 2004). And we'll get the
attention of opinion leaders, prospective new sponsors, and
loyal customers. If you want to get the word out about your
event, the fact that you have invited notable people will help a
great deal. First-year student campout (orientation). Since social
media is a terrific place to network with powerful people in
your region, this tactic may help you draw that attention. Look
for experts who are well respected and have a significant web
following. Always keep in mind the power of word-of-mouth
marketing. When making a significant purchase, seventy percent
of millennial said they would listen to advice from friends and
family, according to research from Collective Bias. One way to
get the word out about your volunteer recruiting event is to have
prominent individuals talk about how much they are looking
forward to it, how important volunteering is, and how they
themselves intend to be there. Live-stream a video to promote a
campus-wide activity.
More people will talk to one another. Facebook's massive user
base makes it a fantastic medium for advertising. Promoting
events with live streams is all the rage now because of the
instant and personal connection that can be made with viewers.
In order to get your audience to see the whole picture, you need
to provide them a preview of what they're missing. More than a
third of marketing professionals polled by Bizzabo stated they
believe live streaming has the most impact on an event.
Personalized pop-ups should be highlighted. Create a sign-up

sheet that pops up on the main page when someone visits the
event's website. Ads that appear out of nowhere are annoying,
but they clearly have a loyal following. The level of interest
among potential customers will depend greatly on the content
you provide. Perhaps promoting the event through email might
increase turnout. Email marketing campaigns are still the most
effective way to invite people to an event. Seventy percent of
event planners report that email is their most effective
promotional channel. In other words, "FOMO" (fear of missing
out) is kindled. Create "Fear of Missing Out" (FOMO) in the
minds of your consumers. Use visuals, such a video or still
picture gallery, to show the audience the scope of their loss and
motivate them to come. Attendance at an event rises, counter to
expectations, when people are afraid of missing out on
something of value. Email subject lines, social media post
headlines, and blog post introductions that use the phrase "You
don't want to miss this event" are all great ways to get people
excited about your event. Assure your guests a good time, and
then deliver it. Use a variety of mediums to demonstrate the
exciting experiences they will have at your event. Videos,
images, and user-generated content are great advertising tools
for getting people interested in what you have to offer. Once the
trailer for a movie is out, interest for the full release naturally
rises. You may encourage them to take part by providing a
sneak peek in the form of a video or written explanation, and
demonstrating that you've spared no effort to make this a
positive and rewarding experience for them. Each of these event
promotion methods is a solid choice for getting the word out
about your gathering. These businesses are in direct competition
with you since they provide similar products or services to
consumers. Furthermore, they are vying for the same group of
buyers. There are several well-known instances of head-to-head
rivalry, including Apple and Android, Pepsi and Coca-Cola, and
Netflix and Hulu.
SWOT Analysis
The high school graduates who attended college orientation had

a higher graduation rate than the non-graduates who did not
(Mikhaylovea et al., 2019). It has been shown that first-year
student retention and completion rates improve when students
participate in programs like summer orientation that help them
adjust to campus life and make friends quickly. During
orientation, you'll have the chance to get to know your academic
advisor and the campus in general before registering for classes.
You can expect to learn about college traditions and customs in
addition to meeting new people and getting acclimated to
campus life. New students may have the opportunity to meet
their instructors, dorm mates, and school administration at
orientation. At orientation, the school can start getting to know
your kid. The primary objective of a university's orientation
program is to introduce first-year students to the campus, its
resources, the campus community's norms and expectations, and
the university's overall purpose. Schools, just like the rest of
society, are vulnerable to many different types of threats.
Examples include acts of violence, bomb threats, drug
violations, theft, computer hacking, and vandalism.
Five Ws
To familiarize first-year students with the university's primary
mission as an educational institution, the educational
opportunities available to them, the community values and
functions that make up the university, and the primary objective
of the university as an enterprise is the primary goal of any
university's orientation program (Summers 2010). Furthermore,
a university's orientation program is meant to introduce
freshmen to the many academic resources at their disposal. The
curriculum places a strong emphasis on ensuring that all
incoming students are made aware of and comprehend the
school's larger educational mission. The new kids at camp need
to spend their time getting to know one another, having a great
time, and learning to work together effectively. The freshmen
camping trip/orientation will take place the second week of the
following month. The marketing event, which will take place on
the graduation plaza, is meant to assist the school's newest

students establish friends with their classmates.
Six Ps
A university orientation program's main goal is to aid incoming
students in understanding the school's culture, the educational
possibilities available to them, the values and obligations of the
university community, and the main academic goal of the
institution. With a learning orientation, you pay attention to
different things, which influences your effort, perseverance, and
ability to perceive events more effectively. Peer-to-peer
marketing is not limited to physical campuses; it may also be
employed on social media platforms. Peer-to-peer influence is a
fantastic approach to stand out and improve brand recognition
on social media networks. Students enjoy setting trends and
being the first to know something (Leong & Ward 1995). Create
tasks that encourage efficient study methods. Encourage your
students to develop evaluation abilities. Permit students to
respond to critique. You will take a tour of the campus during
orientation and meet with your academic advisor to choose and
register for classes. Additionally, you'll have the chance to
network and learn more about the customs and culture of the
university. The New Connections Bingo game will be used to
facilitate the conversation. Scavenger hunt on campus called
"Break the Ice" You may make your campus tour into a fun
game by using the beach ball icebreaker. Make a health expo. A
game, a list, and letters that help you imagine yourself in
someone else's situation.
Stakeholders
There are numerous unique groups of people who have an
interest in furthering their education, such as community
organizations, businesses and professions, and even
governments (Ismail et al., 2014). Some of these groups include
students, alumni, faculty, and staff at higher education
institutions.
Sponsorship & Cause-Branding
New student orientation is designed to make the students feel
more welcome and involved in the school community. We will

help new students adjust to academic and extracurricular life at
Dartmouth by conveying (and reinforcing) the community's core
values with confidence and clarity. Furthermore, Dartmouth is
dedicated to honoring the many paths that admitted and current
students take to our institution, as well as the many ways in
which students can grow through engagement with and service
to the Dartmouth community. As stated in its mission statement,
New Student Orientation seeks to create "a campus that is
inclusive, accepting, and caring for everyone" through its events
and initiatives (Duldulao 2012). The mission of New Student
event is to ease the transition to college life for incoming
freshmen, transfer students, parents, and other family members
.For this reason, we make an effort to introduce new students to
the families of current students. The event is dedicated to
preparing students for a successful transition to San Jose State
University so that they may continue their education, graduate,
and develop as people. To do this, we interact with SJSU
faculty and rely on the CAS's work in higher education. The
participants will display introspection and an appreciation for
individuality. Attendees may make advantage of the university's
many cultural and historical resources. In order to take part,
students must promise to follow the university's rules and
policies, including the student code of conduct. Participants will
get insight into the required coursework for their majors at
school and the general education requirements for graduation.
Show that you understand the difficulties that first-year students
endure as they transition to college life (homesickness, transfer
shock, academic and social acclimation. Demonstrate a
comprehensive understanding of the many student services and
campus resources available to incoming students and their
families at San Jose State University. Connecting with incoming
students, their families, faculty, and staff is crucial to creating
an orientation that feels warm and welcome for everyone
involved. Maintain an air of professionalism while helping out
with the many aspects of the orientation program by learning to
solve problems and deal with conflicts. Show genuine school

spirit and appreciation for San Jose State University's rich
history, culture, and customs throughout the orientation.
Digital Strategy
Develop Online Courses for Further Instruction after
Orientation has ended. Orientation is only the beginning for
first-year students to get a taste of what it's like to be a college
student. Video-sharing sites, weblogs, and encyclopedias are
just a few examples of online resources that might be used into
a more comprehensive orientation program that expands upon
the foundations of a single or two-day event. Serious (what to
pack on move-in day, how to join a fraternity) and humorous
(what one (homeless) dean of students did over spring break)
subjects could be addressed at such get-togethers. Cover up.
The same professional staff or student leaders may have
controlled social media during the summer depending on the
organizational structure established at orientation. In order to
maintain a constant social media presence and voice throughout
the year, you need a dedicated team to do the heavy lifting. The
ability to foresee these changes and draw attention to the
potential they provide is crucial.
Always make sure your online profiles can be easily found by
anybody who may be interested in connecting with you
(McGarry 2020). The people in charge of the chosen social
media accounts need to maintain the engagement levels high
after they have #2 under control. Like you did before and during
orientation, introduce yourself to the new students and get to
know them. As with any public forum, such as a bulletin board,
posting too much information or too much advertising might
turn off readers (a twitter graveyard). Providing relevant
content from other sources, such as articles, films, or
photographs about first-year college students, is the best course
of action. Make light of serious situations, and express your
true self without reservation. Moreover, students will remark
and ask questions that can only be answered by someone with
first-hand experience at the school; this is your opportunity to
stand up and lead the dialogue on the class's Facebook page.

Local and regional twitter gatherings. The department of
"Alumni Relations" does an excellent job of connecting
graduates from different parts of the country. The reins are
often given to a former class. Freshmen and their families alike
may benefit from participating in this program. You should
consider holding the orientation in a city or town with a sizable
number of alumni or in a city or town where some of the student
leaders plan to stay permanently. Pick a public place that fits
these requirements (conveniently located, free of charge, and
staffed by at least one person who can answer questions) to get
your venture off the ground. Spend money on a venue, some
appetizers, and a more elaborate event if you can.
Students Have Taken Over the Instagram Accounts. What Meg
Bernier said in the Higher Ed Live video "Social Media in
Orientation" about the possibility of a student social media
takeover rings true in my experience. In the days leading up to
move-in, during welcome week, and after the event has
concluded, Meg said, "freshmen will be in charge of the St.
Lawrence University Instagram account." This would make it
possible to feature student work on this site. This has
repercussions, including students having to apply, interview for,
and potentially undergo training for the position. The innovative
and forward-thinking approach to education at St. Lawrence
University has been widely recognized thanks to the university's
Instagram. The Parent's Podcast. That's why I believe that a
podcast's primary audience should not be students but rather
their parents. This idea, inspired by Google Hangouts, would
feature a panel discussion among a group of hosts and guests
who are all well-versed in the same topic. You may receive
visits from professors, students, and even parents of college
students (who may become active participants in your parent
program office). Possible topics for first-year seminar include
financial aid, parenting while in college, the job market, Greek
life, and other social activities. Think about the most common
concerns voiced by parents as a starting point for your writing.
Like videos uploaded to YouTube or blog posts, podcasts could

potentially gain a lot of traction in the wake of the event thanks
to social media.
Raise everybody's spirits. If you're chatting online with a child
or parent, it's not a good idea to wait around for them to come
to you. Lead by example and issue orders. It could be as easy as
asking your followers for feedback in the form of short videos
or written responses (fill in the blank). Experts at this technique
by regularly holding Q&A sessions on Twitter and asking
viewers for suggestions on what to cover in future videos. I was
curious as to the scope of the physical upgrades made to your
school in preparation for its increased digital presence.
21948358 s
The query posed in the previous post defies a succinct response.
Many universities and colleges use this time to take stock and
launch new strategic plans. Pay close attention to the dining
halls, study rooms, and common spaces where students will "be
with and in community." The number of your plugins, please. I
was curious as to whether or not it was common practice for
children to shove entire tables against a wall in an effort to be
heard. In light of this, perhaps it is time to think about making
some long-term changes to the current plan of action. Consider
installing charging stations and adding extra outlets if you
haven't already.
How stable is your internet connection when using Wi-Fi? To
find out, you need to inquire with your current student body.
When I was working at a university, there was a certain coffee
shop that was always packed, and not only because of the
quality of the lattes had they served, but also because they had
the finest wireless connection. There is a need for better
instruction in how to construct an online persona. Success in
making the transition to college life requires the concerted
efforts of many people. More campus participants and
influencers are needed for any of these ideas to materialize into
a digitally friendly institution. To keep the momentum going
after the orientation is over, it can be helpful to provide training
on digital identities to all employees. This fact should inform

the creation of a social media plan. The first thinks about how
your online identity can affect your professional and personal
reputation down the road. Teachers in higher education
nowadays have a responsibility to inform their students about
the potential advantages and risks associated with accessing
different online tools. There's always the option of bringing in
an outside expert to help with any of these tasks, but given the
intimate knowledge you already have of the company, you
might find that a roundtable discussion amongst your employees
is more effective (and cheaper). I am interested in learning more
about the successful projects and experiments that have been
carried out at your organization. Please accept my gratitude for
reading through these 30 suggestions for a more technologically
when taken in context, the goals of New Student Orientation
revolve around making the student's entire academic year more
tech-friendly.
Earned Media
The word "audience" in the field of media studies encompasses
more than just the viewers of a live broadcast. They are exposed
to the data by aural, visual, or digital means. Our event is
intended for family members, particularly parents and children.
Bob Woodward, Carl Bernstein, Christiane Amanpour, Edward
Murrow, Tim Russert, Hunter S. Thompson, and Walter
Cronkite are just a few of the most illustrious journalists in
history. This group should be considered for inclusion in any
lists of the most powerful journalists. Include in the Lecture-
Based Education it is more important than ever to augment a
student's education, especially in the first year when most
students are taught in huge (but frequently essential) lecture
halls. Even while colleges place a premium on critical thinking
and creativity, this is not always reflected in classroom
instruction. Make use of the office time that is available to you.
Despite their clear significance as a secure forum for students to
interact and debate ideas with instructors, office hours are
frequently woefully underused. During office hours, students
are invited to pop by and say hello, and we may arrange to meet

with them before class to discuss anything from schoolwork to
interests outside of the classroom. All students should make
advantage of their professors' office hours to have questions
answered and seek clarity on course material. It's not much
more exciting to spend your days as a teacher than it is to work
alone in an office (Wolfe & Kay 2011). In order to get your
pupils' brains functioning, try these enjoyable activities with
them. Being involved early and frequently is essential. It is
particularly vital to offer early and regular feedback when
students come from a broad variety of educational backgrounds
and experience levels. Constructive criticism is a great way to
help young people as they navigate the challenging transition to
college life. During the brainstorming, outlining, and
development stages of a project, teachers may encourage
students to use critical thinking and creative problem solving.
Students who don't get any kind of feedback before receiving a
grade are at risk of falling behind and having a disheartening
learning experience. Create a System of Quantitative Goal-
Achievement Indicators
When a student relocates, starts a new school, makes new
friends, and enrolls in a new educational institution, they face a
world of unknowns and anxieties. If first-year students are
given specific criteria on which their success will be judged,
they may feel less worried about the future's unknowns.
If you want to prevent any uncertainty, make sure the grading
criteria are spelled clearly in the syllabus. Need further info on
the weighing system that will be employed. The first and most
important step is to explain the reasoning behind these star
ratings. Educators may help their pupils adapt to jarring change
by setting concrete objectives and defining step-by-step
procedures for reaching those objectives. Prove that you're
capable of analytical thought. To do well in university, you
need to learn how to think critically. The vast majority of first-
year students lack these abilities. We should not only provide
students timely and useful feedback, but also act as a role model
for critical thought.

Draw a mind map or write out a short description to show your
classmates how you arrived at your decision. Give it a try and
solve a problem in front of your students. Perhaps you could
utilize your own method of revision as a chalkboard template.
As a means of unlocking the mystery of critical thinking, we
must demonstrate the creative process of the human mind. If
you made an effort, you could teach many more individuals. All
of our students bring their own sets of strengths and
shortcomings to the classroom. The three most common modes
of learning are listening, watching, and doing. The key to
ensuring that kids succeed in their first year is giving them a
solid foundation to build upon. Use images in addition to words
when writing anything on the board to describe anything.
Students who aren't natural leaders or who lack classroom
confidence may do better in smaller groups. Learners may
"present their stuff" in more significant circumstances after
"rehearsing" their knowledge in more manageable contexts
(through exercises and projects).
Doing so will put you in a position to start establishing a
network of friends and allies. Additionally, you are indirectly
recognizing the significance of children's various approaches to
learning at a pivotal year when they may feel particularly alone
among their problems. Incorporate greater agency for the
pupils. Without action, words like "exceptional" and
"outstanding" are meaningless. As they try to find their way
about campus, first-year students may feel a sense of
hopelessness and panic. Furthermore, they significantly
contribute to the overall campus community and academic
climate. Put the needs of your students first when designing
your course's syllabus and required readings. They have more
insight into what it's like to be a first-year student than anyone
else can provide. The press will have plenty time to prepare
thanks to the extensive lead time we will be providing. I will
announce this development to the press and coordinate
interviews with relevant outlets.
Timeline

There are a variety of names for the week or so before the start
of the academic year that all refer to the same event: orientation
week, o-week, frosh week, welcome week, or fresher’s week.
Several events are held during this time to make the new
students feel welcome at the school.
Budget
Budgeting, credit cards, student loans, the pitfalls of entering
into debt, and future savings and investment techniques were
some of the themes that were intended to be covered in this
orientation session for first-year students and their families.
There are three phases to this project, and each one is an
orientation program for incoming freshmen at Ball State. The
orientation plan includes a script for the Office of Scholarships
and Financial Aid's presentation, a budget sheet for students to
fill out, and a link to a website with information and guidance
on budgeting, credit cards, and student loans. The goal of this
plan is to help first-year students prepare for the potential
financial hardships they may encounter and gain the knowledge
and skills they'll need to minimize their loan burden to a
minimal.
References
Duldulao, G. A. (2012).
Social entrepreneurship and sustainability in three non-
governmental organizations in the Philippines: A case
study (Doctoral dissertation, [Honolulu]: [University of Hawaii
at Manoa], [May 2012]).
Galloway, S. P. (2000). Assessment in wilderness orientation
programs: Efforts to improve college student retention.
Journal of Experiential Education,

23(2), 75-84.
Ismail, M., Amat Johar, R. F., Mohd Rasdi, R., & Alias, S. N.
(2014). School as stakeholder of corporate social responsibility
program: Teacher’s perspective on outcome in school
development.
The Asia-Pacific Education Researcher,
23(2), 321-331.
Leong, G. K., & Ward, P. T. (1995). The six Ps of
manufacturing strategy.
International Journal of Operations & Production
Management.
McGarry, J. (2020).
An environmental scan of outdoor orientation programs
at universities in Canada (Doctoral dissertation, Laurentian
University of Sudbury).
Mikhaylova, A. G., Balynin, I. V., & Nizhneva, N. N. (2019,
December). SWOT-Analysis of information technologies
application to form future managers’ communicative
competence. In
International Scientific and Practical Conference on
Digital Economy (ISCDE 2019) (pp. 912-916). Atlantis Press.
Summers, S. A. (2010). Sphingolipids and insulin resistance:
the five Ws.
Current opinion in lipidology,
21(2), 128-135.
Wechsler, B., & Baker, D. L. (2004). Going camping: A new
strategy for preparing academically diverse students.
Journal of Public Affairs Education,
10(1), 19-29.

Wolfe, B. D., & Kay, G. (2011). Perceived impact of an outdoor
orientation program for first-year university students.
Journal of Experiential Education,
34(1), 19-34.
Appendices
· Have the student leaders perform a skit at the beginning of
your event to offer prospective students a sense of what campus
life is like. An increasingly prevalent method is skits in the
style of Saturday Night Live, which often make heavy use of
humour.
· New students should be given information and instruction on
how to eat healthily and exercise regularly to maintain a healthy
lifestyle while attending college as part of the campus's
Wellness initiative. Healthy food and regular exercise are
essential, but adjusting to a new lifestyle may be difficult.
· Make excellent use of the many people who will be there for
the orientation by setting aside some time for service. If you're
searching for volunteer opportunities close to home, you could
discover some good leads here.
· Study Skills Training - College may be a dramatic departure
from a student's prior school experience. Provide students with
strategies for avoiding a mountain of reading by directing them
to helpful study tools and academic resources.
· Encourage pupils to show off what they've learned on the spot
by organizing a talent event where they may perform for an
unfamiliar audience. Anyone on the fence may be convinced
with a gift card to a campus shop or a meal at a neighborhood
restaurant.
· Traditions on Campus - Teach incoming students the school
song and chants so they may join in with the rest of the student
body without losing their composure.
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