PAC Action Plan

8/7/2019 PAC Action Plan

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Public RelationsRevised Action Plan

2010- 2011

Krista Scarbrough

Marketing & Outreach Assistant


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Table of Contents

Executive Summary ------------------------------------------------------------------------Pg. 3

S.W.O.T. Analysis ---------------------------------------------------------------------------Pg. 4

Goals and Objectives -----------------------------------------------------------------------Pg. 5

Targeted Demographics -------------------------------------------------------------------Pg. 5

Strategy Overview --------------------------------------------------------------------------Pg. 6

Strategy Outline -----------------------------------------------------------------------------Pg. 6

Performing Arts Center ----------------------------------------------------------Pg. 9

College Students ---------------------------------------------------------Pg. 9

General SLO Community -----------------------------------------------Pg. 9

K- 12 Students and YOPAC Performers -----------------------------Pg. 9

Overlapping Tactics and Tools ----------------------------------------Pg. 10

Budget ------------------------------------------------------------------------------------------Pg. 11

Timeline Draft --------------------------------------------------------------------------------Pg. 12

Bibliography -----------------------------------------------------------------------------------Pg. 13


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Executive Summary

Ourintentionistoincrease the numberofattendeesfor events atthe Performing Arts

Center (PAC). The Four CsofIntegrated Marketing Communication will serve as a basisforthe

PAC public relations campaignratherthanthe former Four P approach [product, price, place,

and promotion (The Marketing Mix: The Four P'sofMarketing,2002- 2010)] oftraditional

marketing. This will allow for a more personalized public relations campaign. The Four Cs

include Consumer, Cost, Convenience, and Communication. Consumerrefersto a customers

personal buying experience,including theirneeds and wants. Cost focuseson whatit costs a

customertoown/use a product/service insteadofpricing the producttomake a profit (Smith,

2003). Convenience relatestothe ease for a customertoobtainthe productversusthe ease for

a companytodistribute the product. Lastly, communicationisdirectedtoward a two-way

communicationmodel oflistening and learningopposedto telling andselling (Smith,2003).

We will listento whatthe consumers want andrespond accordingly.

This public relations action planoutlinesforeseen challenges,intendedtactics andtools,

and possible measurementsofsuccess. An S.W.O.T. analysis was completed as a starting point

todevelop an appropriate strategy. Upon completionofthe public relations action plan, a

public relations campaign will be putinto place. Following the campaign, a final analysis will be

comprised,reviewing the strategiesimplemented. This will help determine the most efficient

public relationstacticsused, enabling future public relationsstrategiestobetterreach targeted

demographics. This public relations action planshouldbe continuedbyfuture Marketing and

Outreach Assistants.


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S.W.O.T. Analysis Performing Arts Center

Internal Strengths:

Unique program

Family Friendly Well-known

performing arts center

Offers a varietyofevents

Weaknesses:

Fewerstudentsin SLOduring summer

Fewer eventsduringsummer

Some ticketsexpensive

External Opportunities:

Expand publicsthrough demographic-

specific PR tactics

New Cal Polystudentsarrive everyyear

Reach audiencesthroughout Central

Coast

Threats:

Other eventvenues Other performing arts

programs

Budget cuts Economy: people are

notspending asmuch


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Goals and Objectives

There are two primary goalsforthe PAC campaign. These objectives will be achievedthrough

innovative as well as provenmethodsofcommunication.

1. Increase PAC awareness and participationthrough innovative PR strategies.2. Increase PAC audiencesthrough innovative PR strategies.

Targeted Demographics

Targeteddemographics will be dividedintothree segments,including college students,

the general San Luis Obispo community, andK-12students. By creating thisdivision, we can

more effectivelyutilize the public relationstacticsthat will be most effective for each segment

ofourtargetmarkets.

1. General SLO community,including families, educators,donors, etc.2. K-12students and YOPAC performers3. College students,including Cal Poly and Cuesta

Strategy Overview

The PAC shouldbe approachedin a slightlydifferentmannerthan YOPAC. Tobesttarget

appropriate demographics,the public relations plan will be dividedintotwobyorganization.

Also, each demographic will be targetedthrough separate PR strategies,toincrease the success

ofreaching those audiences. There will be some overlap oftoolsbetweenthe three

demographics, as well asthe twoorganizations. Creating a timeline draft will assist with timely

completionoftasks.


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Strategy Outline

College Students

y Publicity Cal Poly Portal Announcements: Advertise performancesonthe portal to

increase student attendance at PAC events.

Direct attentiontowardtheatre,dance, andmusic majors.y Cal Poly Events

Cal PolyOpen House: booth, promotional materials,raffle Cal PolyWOW Block Party: booth, promotional materials,raffle

y Cal Poly Clubs Approach College ofLiberal Arts and College ofScience and Mathematics

Ambassadors.

Solicitclubs for volunteersifneeded at eventsinreturnfortoursofPACfacilities.

General SLO Community

y Media Kit Fact Sheet providing anoverview ofPAC and whatitoffers. Statement from Coordinatorto personalize the package. News releasesfor anyspecial events. Applicable promotional materialsmentionedthroughout PR plan; also provide a

CD of files.

y Newsletters/Mailers: Sendto local communitymembers, primarily client groups anddonors.

K-12 students/ YOPAC performers

y Social Media MySpace: Create MySpace page for PAC. Thisis possibly a valuable tool toreach

K-12,since MySpace is largely cateredtothose ages.


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Overlapping Tactics/Tools

y Surveys canbe conductedthrough surveymonkey.com,The Tribune andMustang Dailywebsite, Facebook page,My Cal Poly Portal, as well astraditional print versionsto

handout at events. The surveys canrange from gauging audience demographics,to

ideasforimprovementofthe program,or level ofPAC awareness. A system will be

determinedregarding the logisticsofprintsurveys. The printsurveys will be roughly

pageinsize,formore convenientdistribution.

y Publicity Photography Project

yPanoramicimage ofPAC facilityforuse on website and promotionalmaterials

y Virtual tours: Make slideshow ofimagestouse on PAC website.y People in building, photographed eitherstagedorduring events.

Broadcast (PSAs andticket give-away)y TV: KSBY 6,KCOY 12,KEYT 3y Radio: KSTT 103.1,KKJG 98.1,KWWV 106.1,KSLY 96.1;KIQO 104.5,KCPR

91.3

Promotional Materials (budget permitting)y Brochurey Posters and Flyers ( page to handout)y Postcards with photographs and calendarofperformancesy Banners: fordisplay at events and large bannersdowntowny Magnets with website andsocial media information

Farmers Market Booth: passout promotionmaterials;ifpossible, have PACperformers or theatre/dance/music majors there to answer questions;raffle

with prizes;sell T-shirtsfromdesign competition

Print advertisements: Ads canbe both forspecific eventsor PAC as a whole.y New Times,Mustang Daily,The Tribune


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y Online Media Maintainonline community calendars with upcoming events. Update PAC website on consistentbasis; Link all otherrelated PAC sites,

including YOPAC,tothe new PAC website.

Facebook: update statusdaily, create event advertisements, list eventson page,weeklyormonthlyupdatestofans

Twitter: update statusdaily


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Budget

Promotional Materials:

y Magnets: http://businessprinting.van.fedex.com/custom-

magnets.aspx?xnav=pricingdetails (business)

http://www.123print.com/PriceQuotePopUp.aspx?CategoryID=1061 (business) http://www.123print.com/PriceQuotePopUp.aspx?CategoryID=1009 (calendars)

y Postcards: http://www.fedex.com/us/office/copyprint/brochures/postcards.html


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2010-2011 Timeline Draft

July 10:

Fact Sheet[completed] Create surveys (print andsurveymonkey.com)[completed]

August 10:

Design postcards Designflyers ( page andfull page) Compile media kit

y Make CD with associatedfilesSeptember 10:

Distribute surveys Ordermagnets Farmers Market Booth (during WOW week preferably)

October 10:

November 10:

December 10:

January 11:

February 11:

March 11:

April 11:

May 11:

June 11:


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Bibliography

Smith,K. T. (2003, April 30). The Marketing MixofIMC: A Move From the Four P's to the Four C's.

RetrievedJune 21,2010,from http://www.scs.unr.edu/~khalilah/eMarketing.pdf

The Marketing Mix: The Four P's ofMarketing. (2002- 2010). RetrievedJune 22,2010,fromNetMBA:

http://www.netmba.com/marketing/mix/

PAC Action Plan

Documents

Transcript of PAC Action Plan