The document outlines a media and communications plan for a campaign called Orange Harmony aimed at reducing noise levels on Orange Street. The plan segments audiences into residents, local government, businesses, pubs/venues, customers, and volunteers. It proposes using social media, websites, videos, posters, flyers, branded clothing, and community events to influence each group. The goals are to create harmony between all stakeholders and see the initiative as a success within 3-6-9 months. Underpinning communication theories include the two-step flow model and giving the campaign a positive frame.

1. Transformed by you:
Silent Night
CLEMENT AKRAN, KAREN BRADBERRY, DAVID BOYD, ELLEN
AND SINAIDE SIMMONS
BROWN

2. The challenge: Silent Night
Objective of the service
‐ To help reduce sound in Orange Street, a noisy street where
licensed premises (i.e. pubs, clubs, etc.) want to stay open later and
where residents want to sleep without the noise
Objective of the communications brief
‐ To develop media and communications outputs, and analyse our
choice of output for a campaign that would encourage people to be
quiet when they leave pubs and clubs to respect the residents

3. Our aims and objectives
 To get residents, visitors, businesses and customers to value each others
contribution to the community, thereby creating a community where they can
all exist in harmony. Hence the project name: Orange Harmony.
 To this end, we:
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carried out a social, environmental and financial analysis of the various
products recommended in the consultation document,
carried out an analysis of media and communications tools available to
address these issues,
developed a strategy that meets the needs of all the key stakeholdersUnderpinning theories:
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Tuckman, B. (1965) Stages of Group Development
Thaler, R. and Sunstein, C. (2008) Nudge
Various communication models
Social action volunteering model

4. Media plan – How, when, and how to achieve our
objectives
Segment your
audiences
Business objectives Marketing objectives Perceptions to create in
3, 6, 9 months
Messagesto convey INFLUENCE THEM
PR & social media tools
1. Residents To ensure that they enjoy a quiet,
friendly and warm environment
To ensure that they are
subscribe to our strategy
3: let’s give it a try
6: Its working
9: It exceeds our expectation
We listen to you! - Twitter
- Neighbourhood forum
- Event launch
- Facebook
- Posters
- Flyers
- Clothing
- Website
2. Kent County Council - A win-win for all key
stakeholders
- Value for money intervention
To ensure that they are able to
see the value of the
recommended intervention
3: let’s give it a try
6: It exceeds our expectation
9: Where else can we try this?
We are in it together! - Twitter
- Neighbourhood forum
- Event launch
- Facebook
- Posters
- Flyers
- Clothing
- Website
- Council’s website
3. Businesses - To ensure that our intervention
causes minimal disruption to
their business
- To ensure that they don’t lose
valuable revenue to their
competitors
- To ensure that they can increase
their market share without
creating an unhappy
environment for residents
To ensure that they are happy
with the intervention
recommended
3: let’s give it a try
6: It exceeds our expectation
9: we love KCC
We value your contribution to
community life on Orange
Street!
- Twitter
- Linked in
- Neighbourhood forum
- Event launch
- Facebook
- Posters
- Flyers
- Clothing
- Website
- Councils website

5. …
- Linked in
Segment your
audiences
Business objectives Marketing objectives Perceptions to create in
3, 6, 9 months
Messagesto convey INFLUENCE THEM
PR & social media tools
4. Pubs and event
venues
- To ensure that our intervention
causes minimal disruption to their
business
- To ensure that they don’t lose
valuable revenue to other
entertainment venues
- To ensure that they can increase
their market share without
creating an unhappy environment
for residents
To ensure that they are happy
with the intervention
recommended
3: let’s give it a try
6: It exceeds our expectation
9: we love KCC
You are valuable to
community life on Orange
Street!
- Twitter
- Linked in
- Event launch
- Neighbourhood forum
- Facebook
- Clothing
- Flyers
- Posters
- Website
- Councils website
5. Clients and
customers
- To ensure that they continue to do
business on Orange Street
- To ensure that spread the word to
other potential customers and clients
To ensure that they see
themselves as important
participants in community life
on Orange Street
3: we are part of this
community
6: I am getting value for
money
9: I am having a good time
You are welcome to Orange
Street!
- Twitter
- Event launch
- Neighbourhood forum
- Facebook
- Clothing
- Posters
- Flyers
- Website
- Councils website
6. Volunteers - To ensure that they find
emotional capital in this idea
- To ensure that their emotional
capital is harnessed and refreshed
To tap into their emotional
capital
3: we are part of something
bigger
6: I am making positive impact
9: I am having fun Street
You are vital for community
cohesion
- Twitter
- Linked in
- Event launch
- Neighbourhood forum
- Facebook
- Clothing
- Posters
- Flyers
- Website
- Councils website
Media Planning Tool – King, K, Zoodikers Consulting, unpublished lecture for CCCU 2013

6. Timelines...
Developed
Orange
Harmony as
brand name.
Target audience:
business owners,
customers and
residents
Developed our
brand’s message
and ethos
Created
marketing
materials to
promote our
message.
We began the
development of
a volunteer
scheme and
event plans.
Created a website
LinkedIn page,
Twitter and
Instagram
account
We created Flyers,
T shirts and other
promotional
materials
Working in
collaboration with
CCCU, we tagged
the volunteer
scheme to the
Christ Church
Extra Award
Developed plans
for event days at
CCCU to promote
the programme
and recruit
volunteers

7. Have businesses
investing in our
scheme and
supporting our
volunteers
We aim to have
people encouraging
our message using
Hashtags and
selfies
In 3months we aim to
have an up and
running volunteer
scheme in place
To have developed
short clips and
promotional videos
to cultivate a
following online
Have residents joining
in with the scheme,
using our promotional
materials in windows
Obtain feedback
and new ideas to
improve the
scheme
Recruited more
volunteers spreading
the message via word
of mouth to friends,
family, colleagues and
businesses
In 6months we
plan to build upon
our successes
further
To have buses in
Canterbury
promoting our
campaign
Kent County Council
replicating the
successes in others
areas with similar
challenges
We want the
residents to see our
success and be
happy where they
live and work
We want
businesses to be
saying ‘We love
our council’

8. Use of the internet and Social media: the
website
• Following the Two-step flow model, the
website is aimed at opinion leaders.
This gives it the capacity for interaction
between residents, businesses and
volunteers.
It also contains contact details and social
networking links which is useful for those
looking to find out more, and to get
involved.
•
•

9. Twitter: @HarmonyOrange
This is our twitter page which again contains
similar pictures and text to our
Instagram/website and by doing this we are
allowing a level of continuity throughout our
brand.
By adding our location and LinkedIn profile,
businesses in the surrounding areas will be
able to locate us online and read more about
how we can help them.
By using social media we are supporting the
‘Magic Bullet’ theory as it is a form of
communication that is direct and immediate.
We can assume that unless interrupted by
noise, that our message will be received with
the desired effect: to be shared further.

10. examples on Instagram: #ohtrending…
 These are examples of how we intend
to use Instagram to promote our brand
as apart of our campaign strategy.
By encouraging volunteers to send
selfies on particular themes we can
generate audience participation
These opinion leaders will hashtag our
brand name inline with the hypodermic
needle model, targeting individuals as
well as the mass media
By using photos of volunteers on
Orange Street, we will also be gaining
emotional capital from users, especially
those within our target audience.
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11. Community engagement
T‐ shirts ‐ design concept:
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•
•
Simplified colour/design scheme
Brand logo for campaign
Use of hash tag on back of shirt to link to social
media
Wording used to promote a sense of community•
Use:
• To be worn by volunteers as Walking
Advertisements
Underpinning theory:
• Giving the campaign a positive and inclusive
‘framing’ (Fairhurst & Sarr, 1996)

12. Volunteering scheme
“Meaning is negotiated rather than given and
consumers are as important in defining the
meaning of a communication as those who
communicate it.” ‐ (Aitken, Gray, Lawson. 2008)
It is a useful platform for our ‘Orange Harmony’
campaign to recruit volunteers
Volunteers would help promote the message by
handing out flyers, modelling the T‐Shirts, and
speaking directly to the public and local
businesses/residents
For more information:
http://www.canterbury.ac.uk/career‐
development/the‐
core/volunteering/volunteering.aspx
•
•
•The Core runs a brilliant award programme for
students known as Christ Church Extra Award,
which awards credits as incentives for
extracurricular activities.

13. Video campaign
 Primarily one‐way message, however
responses encouraged on YouTube, Twitter,
LinkedIn and the Website.
 Promoting the campaign
 Visual aid – brings the problem close to home
 Encouraging viewer feedback
To be shown on:
 University’s website i.e. CLIC
 Campaign website and Social Media
 YouTube page

15. Posters and flyers campaign

16. ...
 In creating these posters it will help us to promote and advertise our campaign to many students
around Canterbury and hopefully encourage them to join in with reducing the noise on Orange
Street.
 The picture throughout all three posters is a great photo in showing our main aim all the way
through, it can be affective in illustrating what we want and the information explains to people why
we want this.
 We also have included contact details and social media information for students to join if they feel
interested in the particular subject, this can gain more followers and promote more within our
campaign.
 The flyers are very similar to the posters, however they can be more effective as they can be given
out by our promoters in the high street, making physical contact with others to create more of an
impact and create an outcome of better results.
Theory‐ Giving the campaign a positive and inclusive ‘framing’ (Fairhurst & Sarr, 1996)
“Communication is a process in which participants create and share information with one another to
reach a mutual understanding” This applies to the creation of the posters and flyers as we are making
a physical engagement with the audience spreading the information around verbally and with posters
creating mutual understandings to others. (Rogers, 1995).

17. Events
 Silent night: host nights where people
party in silence. (Head phones couldbe
used for them to party whilst listening to
music but hardly any noise made.)
 This could encourage and influence
students to make less noise and consider
the feelings of others.
 It is also a new way to party with
professional DJS and to flick between
channels and listen to their favourite
types of music.
Hypodermic Needle Theory- “Assumes you
cant resist the message ““
“Assumes we have an active audience.”-
The audience will appear active if they are
engaging with the events and makingan
appearance.

18. …
 Movie nights with friends, while
enjoying food and drink
 This will encourage students to
stay indoors more often and
enjoy the company of their
friends.
 Organising this event would be
quite simple as we could hold
surveys to students on what
movies they like best and create
flyers to advertise the night.

19. Conclusion
The Objective:
‐ To develop media and communications outputs, and analyse our
choice of output for a campaign that would encourage people to be
quiet when they leave pubs and clubs to respect the residents
The solution ‐ Orange Harmony, which incorporates:
◦ Nudge Theory
◦ Social action
◦ Communication models
◦ Branding

20. Thank you
SILENT NIGHT: #ORANGEHARMONY, @HARMONYORANGE,
WWW.UK.LINKEDIN.COM/PUB/ORANGE‐HARMONY/B2/78A/378/EN