Here's a simple and winning marketing and publicity presentation template you can follow to format content of your own that evaluates media campaigns. It was created for a nonprofit arts board of directors in my role as publicity director to evaluate the effectiveness of the campaign.

1. 1Copyright Confidential Client
Marketing & Publicity Report
Broadcast, Online, Print
Prepared for:
Confidential
Prepared by:
Valerie Michele Oliver, Publicity Director
CONFIDENTIAL DOCUMENT

2. 2copyright date Confidential Client
Contents
Overview
Broadcast - Cable
Broadcast - Radio
Online
Print
Media Coverage Statistics
Conclusions

3. 3copyright date Confidential Client
Overview
What is marketing & publicity?
Marketing is everything CONFIDENTIAL does to attract people to: 1) attend our
productions on a regular basis; 2) participate in our Company’s vision, mission, and
productions; or 3) interact with us and each other through any communications
channels we’ve established.
Marketing is finding the right people to attract or persuade into a relationship with
us.
Marketing has many strategic approaches including research, planning, pricing,
packaging, programming, sales, public relations, and publicity.
Publicity is the act of relaying information through a third-party gatekeeper or entity
(e.g., the media) to reach a larger or mass audience for a specific purpose.
Publicity service was engaged by CONFIDENTIAL on October 8.

4. 4copyright date Confidential Client
Overview (cont.)
A two week information, education and ramp-up period concerning
CONFIDENTIAL was conducted prior to submitting a publicity strategic
approach for CONFIDENTIAL, premiering approximately eight (8) weeks from
the date of hire.
The second week of the ramp up period was spent establishing marketing
communications channels to enhance and support CONFIDENTIAL publicity
efforts to the press and audience reached through press coverage,
Further, the publicity director subscribed to and participated in mailing lists &
discussion groups specific to arts in the area, and the genre in general as
additional publicity channels.

5. 5copyright date Confidential Client
Overview (cont.)
The third (3rd) week was focused on creating a comprehensive press list including
broadcast, radio, and print media (newspapers, magazines, and newsletters). Due to the
late date at which publicity efforts began, print versions of magazines were contacted only
if they had electronic Web versions of the publication available.
Publicity in the form of press releases began being disseminated on October 30, also the
third (3rd) week.
PRESS RELEASES WERE WRITTEN IN A HYBRID FORMAT (INNOVATIVE IDEA): one
that merged a traditional press release with a well-written, ready-to-publish-as-is article.
This format was created with editorial realities in mind: some press don’t have the
resources to assign someone to write an article, or don’t have the time. A well-written
article offers the reader much more information and other content than a simple, news
brief most press releases generate in local community publications. Publicity tracked this
custom approach to gauge its usefulness in getting more in-depth coverage by media.

6. 6copyright date Confidential Client
Overview (cont.)
STRATEGIC ACCOMPLISHMENTS & HIGHLIGHTS
• Created marketing venues to enhance publicity, wrote and published content on
them to provide additional points of information, education, and interactive contact
for CONFIDENTIAL audience, supporters (prior, current & potential), and the press
including a blog, YouTube Channel, and an Online Press Room;
• Conducted interviews with CONFIDENTIAL and CONFIDENTIAL and published
them as audio & video podcasts accessible from the new online venues;
• Secured a volunteer to translate the English version of the CONFIDENTIAL flyer
into Spanish, researched & identified locations for flyer dissemination, and
distributed them;

7. 7copyright date Confidential Client
Overview (cont.)
STRATEGIC ACCOMPLISHMENTS & HIGHLIGHTS (cont.)
• Stocked the Online Press Room with easily accessible content for media needing more
than the materials in a traditional press kit sent by email, including: Cast biographies and
photos; artistic director biography and photo; musical director and principal conductor
biography and photo; pianist CONFIDENTIAL biography and photo; audio and video
podcast interviews with the artistic and musical directors; CONFIDENTIAL flyer; and a
magazine article titled, “CONFIDENTIAL,” published by CONFIDENTIAL magazine in
their February issue.
• Achieved above industry standard coverage by cable, radio, online & print sources using
two (2) hybrid press releases written from two (2) different points of view. Five (5) out of
eight (8) pre-performance print articles used all or most of the content in the releases. This
represents about a sixty-two (62%) response rate.

8. 8copyright date Confidential Client
Overview (cont.)
STRATEGIC ACCOMPLISHMENTS & HIGHLIGHTS (cont.)
• Facilitated an appearance on Poughkeepsie Live! cable TV show following a
contact set up by CONFIDENTIAL;
• Contacted WAMC Northeast Public Radio to host CONFIDENTIAL on their
Performance Space segment, a part of their popular show, The Roundtable;
• Offered press passes by email and personal calls to performances for
reviews. Four representatives confirmed: CONFIDENTIAL, James Herald-
Record (Fri., Dec, 5 at 7:00 p.m.); CONFIDENTIAL, D&H Canvas (Fri., Dec. 5
at 7:00 p.m.); CONFIDENTIAL, The Sentinel (Sat., Dec. 6 at 3:00 p.m.) and
CONFIDENTIAL, Warwick Dispatch (Sat., Dec. 6 at 7:00 p.m.). Two (2) reviews
have been confirmed to date.

9. 9copyright date Confidential Client
Overview (cont.)
ASSESSMENT & EVALUATION STRATEGY HIGHLIGHTS
 Set up Google Analytics program to track Blog usage prior, during, & after the production;
 Collected data from YouTube to conduct usage analysis prior, during, & after the production;
 Performed research via Google & other search engines to discover and capture presence & coverage
via online resources prior, during, & after the production;
 Conducted research on the state of affairs affecting CONFIDENTIAL audience response using
formative evaluation strategy to help plan and prepare strategic responses and solutions for
CONFIDENTIAL executive director and board of directors;
 Performing research on the state of affairs affecting the genre in general via personal conversations,
news articles, mailing lists, and discussion groups to identify the obstacles and issues facing the genre in
the national and international arenas, to help plan and prepare suggested strategic marketing campaigns
and publicity responses and solutions for the executive director and board of directors.

10. 10copyright date Confidential Client
Broadcast
Broadcast publicity was accomplished in two forms: cable and radio.
Press releases, Online Press Room link, and any subsequent specific text, photo, audio or
video resource requests were provided to the following: Time Warner Cable 6, Jubilee
Presents (WTBQ), WKVR (Poughkeepsie), WHUD (Beacon), WMHT-Classical, Total
Access Live (WTBQ), WAMC-Northeast Public Radio, and WWLE (Newburgh).
Publicity efforts resulted in two (2) coverage responses from broadcast media to host
CONFIDENTIAL: Time Warner Cable 6 and WAMC-Northeast Public Radio.
Eight (8) unique broadcast sources were contacted with two (2) coverage responses: a
twenty-five percent (25%) response rate (10% is the high-end industry standard response
rate). CONFIDENTIAL received an above standard response.

11. 11copyright date Confidential Client
Broadcast (cont.)
CABLE
Station: Time Warner Cable 6
Program: Poughkeepsie Live!
Content: Selected Arias, Duets, and Trio from CONFIDENTIAL, and Interview
with CONFIDENTIAL
Dates and times: Thursday, November 20, 7 p.m. (Live). Taped segment aired:
Thursday, November 20, 8:00 p.m.; Friday, November 21, 9:30 p.m.; and
Monday, November 24, 9:00 p.m.
Host/Producer: CONFIDENTIAL (Producers)
Coverage/Reach: Five (5) counties—Dutchess, Greene, Orange, Sullivan and
Ulster (approximately 200,000 homes)
Additional program access: DVD ($25.00 purchase price)

12. 12copyright date Confidential Client
Broadcast (cont.)
RADIO
Station: WAMC Northeast Public Radio
Program: The Roundtable, Performance Place segment
Content: Selected Arias and duets from CONFIDENTIAL and Interviews with
CONFIDENTIAL
Dates and times: Tuesday, December 2 @ 11:00am
Host/Producer: CONFIDENTIAL
Coverage/Reach: Serves parts of seven (7) states—New York, New Jersey,
Connecticut, Massachusetts, Vermont, New Hampshire and Pennsylvania (NYS
counties include: Orange, Dutchess, Sullivan, Ulster, Columbia, Greene,
Delaware, Otsego, Schoharie, Albany, Saratoga, Fulton, Herkimer, and more)
Additional Program Access: Podcast On-Demand at: CONFIDENTIAL link

13. 13copyright date Confidential Client
Broadcast (cont.)
RADIO
WAMC
Northeast Public Radio
Coverage Map

14. 14copyright date Confidential Client
Online
Online resources are an integral part of a publicity strategy in the 21st century. Most
media companies (cable, print, and radio), arts and related-organizations and
businesses have Web sites and/or blogs. A growing number of press only have
online media to bypass the cost of maintaining a print presence, particularly those
whose content caters to a youth audience. The CONFIDENTIAL publicity strategy
recognizes the online world (including mailing lists, discussion groups, and social
media networks) and targeted that market of individuals who access and interact
with information and people using online technology.
This was viewed as especially important since it was too late for magazines to
include articles or briefs about CONFIDENTIAL. Typically, magazines prepare
content for their print publications from six (6) to three (3) months prior to the print
date.

15. 15copyright date Confidential Client
Online (cont.)
Press releases, Online Press Room link, and any subsequent specific text, photo,
audio or video resource requests were provided to the following:
Jubileepresents.com (Jubilee Presents Multicultural Arts), excitingread.com
(Hudson Valley Life and Hudson Valley Parent), th-record.com (Times Herald-
Record), artsinorange.org (Arts in Orange), orangemagazineny.com (Orange
Magazine NY), midhudsonnews.com, tricountywoman.com (Tri-County Woman),
orangearts.org (Orange Arts), wvdispatch.com (Warwick Dispatch), occf-ny.org
(Orange County Citizens Foundation), newburghsalon@yahoogroups.com
(Newburgh Arts Salon), insideouthv.com (InsideOut Hudson Valley),
OperaCenterStage@yahoogroups.com (Opera Center Stage), facebook.com
(Opera Singers Network and I Love Opera),
parlourofoperalovers@yahoogroups.com (Parlour of Opera Lovers),
Westchester.com, and hvpress.net (The Hudson Valley Press).

16. 16copyright date Confidential Client
Online (cont.)
Google and other search engines were used prior, during, and after
CONFIDENTIAL. During this ongoing research, posts or citations were discovered
on web sites not included in the publicity strategic plan. These include
CONFIDENTIAL cast web sites, and miscellaneous others.
It’s important to track citations and coverage of CONFIDENTIAL online to get an
idea of the BUZZ occurring about the Company that may be generated from any
number of sources outside the control of CONFIDENTIAL. It’s good to know what’s
being said, when, and by whom.
These citations, plus social media networks and other online entities on which the
publicity director personally posted items are not included in the forthcoming
Response Rate statistics.

17. 17copyright date Confidential Client
Online (cont.)
Seventeen (17) unique online sources were contacted in total.
Out of that total, thirteen (13) received press releases. Thirteen (13) is the base number
used for the following statistics.
Publicity efforts resulted in four (4) citation/coverage responses (articles, news briefs, or
calendar citations) from three (3) unique online media sources : artsinorange.org (Arts in
Orange), ocartscouncil.org (Orange Arts/Orange County Arts Council), and
RecordOnline.com (Times Herald-Record).
Thirteen (13) online sources were contacted with four (4) coverage responses: a thirty-one
percent (31%) response rate (10% is the high-end industry standard response rate).
CONFIDENTIAL received an above standard response.

18. 18copyright date Confidential Client
Print
Print publicity was provided to the three major newspapers with the largest circulations in the
Lower Hudson Valley, smaller newspapers that serve smaller communities within the areas also
covered by the larger publications, and only a few magazines and newsletters targeted to
Hudson Valley readers, requesting inclusion in their Web sites if CONFIDENTIAL missed their
print publications deadline.
Press releases, Online Press Room link, and any subsequent specific text, photo, audio or video
resource requests were provided to them. Representative newspapers: Cornwall Local, Goshen
Independent, Las Noticias, Mid-Hudson News, Orange County Post, The Hudson Valley Press,
The Sentinel, Times Herald-Record, and Warwick Dispatch. Representative magazines &
newsletters: ArtSpace, Delaware & Hudson Canvas, Hudson Valley Life, Hudson Valley Parent,
InsideOut Hudson Valley, Orange Magazine NY, Orange Arts, Orange County Citizens
Foundation, and Tri-County Woman.
In some cases (e.g., Times Herald-Record), releases were distributed to multiple press
representatives who cover different departments in the publication to expand coverage
opportunities.

19. 19copyright date Confidential Client
Print (cont.)
Press releases were sent to twenty (20) press representatives at eighteen (18)
unique print sources.
Publicity efforts resulted in six (6) unique responses from the eighteen (18) unique
print sources: Cornwall Local. Delaware & Hudson Canvas, Mid-Hudson Times,
Times Herald-Record, The Sentinel, and Warwick Valley Dispatch. CONFIDENTIAL
received ten (10) coverage items.
These nine (9) print items included articles, briefs, citations (pre-, live-, and post-
opera performances) identified to date.
Eighteen (18) unique print sources were contacted with ten (10) coverage
responses: a fifty-five percent (55%) response rate (10% is the high-end industry
standard response rate). CONFIDENTIAL received an above standard response.

20. 20copyright date Confidential Client
Media Coverage Statistics
• CONFIDENTIAL exceeded industry standard in all three media distribution channels
independently and as a whole (broadcast, online, and print).
• CONFIDENTIAL exceeded the low-end of the industry standard by thirty-nine percent (39%).
• CONFIDENTIAL exceeded the high-end of the industry standard by thirty-one percent
(31%).
Unique Contacts Coverage Response
Response Rate (%) DO
NOT ADD DOWN
Broadcast 8 2 25%
Online 13 4 31%
Print 18 10 55%
TOTALS 39 16 41%
Industry standard response rates for media response is 2% (low end) and 10% (high end).

21. 21copyright date Confidential Client
Conclusions
The CONFIDENTIAL publicity campaign for CONFIDENTIAL was successful in
using the media and other sources of exposure. All communications channels—
independently and in combination—achieved above standard coverage, exceeding
audience reach beyond the two percent (2%) to ten percent (10%) averages for
publicity campaigns.
Thank you for the opportunity to serve to CONFIDENTIAL.