RAC PR Plan

8/3/2019 RAC PR Plan

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Rumble

Arts

Center

PRPlan

April28

2011CommunicationplanforRumbleArtsCenter;detailingthepublic

relationsandmarketingtacticstobeutilizedwiththeintentionof

increasingbrandawarenessandultimatelyparticipantsandrevenues.

AlyssaBenton

EvanFazio

AnnieGudorfTerranceHill

MishawnRing


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Situation Analysis About Rumble Arts Center (RAC)Rumble Arts Center is a small 501(c)3 nonprofit located in Humboldt Park. The center has

three paid staff members, but is supported primarily by the help of numerous volunteers.The center opened in 2008 by Brook Woolf. Woolf is an art enthusiast. She attended artschool for seven years and is following her passions and sharing her knowledge of artwith the Humboldt Park community.Services/ProgramsRumble Arts Center provides a variety of donation-based programs to people of all agesand cultures. Some of the programs include classes on art, music, dance, yoga, martialarts, writing, and performance. By offering educational and experiential opportunities fitfor all ages, the center actively cultivates an environment in which whole families can

congregate to learn, teach, and play together. The large assortment of classes is alsointended to unite people with similar interests within the community. It is through thisexchange of knowledge, creativity and unity that Rumble Arts Center is able to give peoplea place to create and pursue common goals.Rumble Arts Center not only educates people about creative endeavors, but also works toactively foster community. RAC offers local organizations three reasonably priced spacesto rent. Many other creative-based nonprofits rely on this space to house their events,parties, galleries, etc. RAC partners with these nonprofits in an effort to expand thecommunitys knowledge of the arts and increase their involvement in the community.Who does Rumble Arts Center serve?Rumble Arts Center primarily serves the Humboldt Park community. The center focusesheavily on generating traffic from the community, targeting families and providingservices for people of all ages. However, Rumble Arts Center is open to the general publicand also looks to serve neighboring Chicago communities and Chicagoland areas.

Rumble Arts Center also serves local nonprofits and businesses. By allowing othernonprofits to use RACs space, when available, and by renting three of the spaces withinthe center, RAC helps drive community endeavors, create awareness for the center andfoster strong relationships within its network.


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people the option to secure spaces online will benefit efforts to increase Rumble ArtsCenters number of renters.

General Objectives 1. Host an open house/space showcase with at least 90 attendees on Saturday,March 26, 2011

This is our main objective because it addresses the prominent need ofthe organization:

a. Increased awareness of available rental spaceb. Exposure to new participants.

This event will last from 1 p.m. 5 p.m. It will be an event that is geared towardsfamilies and community outreach. It is intended to increase potential participantsand educate community members on the benefits and opportunities available tothem through the center.

2. Create a reusable procedure and methods for increasing use of rental space byApril 15, 2011

We will deliver them:

Checklist of steps to properly promote RACs space A written and recorded PSA specifically for promoting RACs rental

space Contact list of local event planners Contact list of possible renters

Phone pitch that is focused on calling possible renters to inform themabout RACs space Space showcase invitation packet will be used when RAC decides to

host an open house exclusively for possible rental patrons and eventplanners to show off its space

RAC currently does not promote its rental space and does not have the materialsto do so. Our team will work to give RAC everything that they will need to promoteits space after our time is up. RAC will be able to use these materials to increasethe amount of income that the center earns from rentals.

3. Strengthen and intensify the Rumble Arts brand by April 15, 2011This will help Rumble Arts connect with its target audience, relevant media outlets,and current and potential business partners

We plan to develop RAC materials that will help integrate its message across allmedia channels. We primarily plan to do this through the development of a newslogan for RAC. The use of the new slogan will help RACs message stay consistentin the publics mind.


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Target PublicsPrimary Target Public: Humboldt Park community membersKeeping in alignment with Rumble Arts Centers community focus, RAC needs to increase

awareness amongst community members; therefore, potentially increasing enrollmentand visitation to Rumble Arts Center.

Humboldt Park Community Demographics:

Total Population: 98, 769 Female: 51.7% Male: 48.3% Median Age: 25.4 Dominant Ethnicity: 67.7% Hispanic or Latino

Secondary Target Public: Local businesses, the Humboldt Park communityRumble Arts Centers focus is community-based. Partnering with local businesses andworking with the community as a whole is Rumble Arts main initiative. Currently, RACPartners with local businesses, such as:

Youth Service Project YMCA La Casa Norte Community Counseling Center Union League Boys & Girls Club Caf Colao New Life Caf Chicago Public Library Bucktown-Wicker Park Library Borinquen Restaurant Papas Cache Sabroso Treat Caf Knockbox Flying Saucer Maiz Cosmopolitan Nellies

These businesses will serve as the basis for RACs secondary target public. Maintainingand improving relationships with these companies is important, and partnering with themwill be beneficial in achieving the goals that are outlined in this plan.


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Implementation strategy Message: Rumble Arts Center, your community stomping ground.This message illustrates the different aspects of Rumble Arts Center. The two-fold

operation of Rumble Arts Center is to (1) provide donation-based multicultural artsclasses to the community and (2) support the former operation by renting its space duringoff-peak hours.

This message appeals to the positive connotations of the word community and evokesthe images of family. In addition, the phrase stomping ground alludes to theorganizations name (Rumble Arts) and logo (the Elephant).Finally, the phrase stomping ground inspires the feeling of a familiar place to which theintended targets could imagine themselves returning frequently, yet is also light andplayful. Accordingly, the implied message is: Everyone should feel welcome to use this

space and personalize it with his or her dreams and goals, whether as an event, family, orleaning space.


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Media/Communication ChannelsNewspapers:RAC should begin to utilize the RedEye. The center should look to approach the RedEye

with a story about the beginning of each new class session sporadically (i.e. springsession, summer session, etc.) and aim for three to four times per year, with twoinsertions during the selected week. This can be done through public relations tactics,

such as news releases, calendar events, and/or media alerts.

The RedEye is a credible source among Chicagoans and reaches a vast anddiverse audience, through its free and expansive distribution throughout the city.The RedEye reaches RACs target public, along with possible untapped segments.Due to the lower financial standings of the majority of the community, it is likelythat RACs target public would gravitate more towards a free publication, such asthe RedEye, versus a paid publication, such as the Chicago Tribune or Sun Times,

for their news.

RAC will also pitch similar stories to the local/community newspapers that are listed in itsupdated media list.

Magazines:Rumble Arts Center will not spend much time working to get publicized in magazines.Magazines, even small publications, are too costly and the center currently does not havethe means in its budget to support advertising in magazines. Hopefully, as the centerexpands, it will be able to include magazines as a part of its media outreach plan.

However, if public relations tactics can be employed, a feature story in a local artspublication would be an ideal avenue for increased exposure for Rumble Arts Center.Newsletters:Rumble Arts Center does not currently publish a newsletter; however, this would be abeneficial way to communicate with current and potential patrons of the center. Our team,The Savvy Stompers, suggest that the center produce a quarterly newsletter thatsummarizes any past events and discusses new and upcoming opportunities. Thenewsletter should speak to both target publics: the Humboldt Park community and localbusinesses, allowing Rumble Arts Center to inform, connect and intrigue its main publics

on a regular basis.

Our team understands that producing a newsletter requires time and energy that the staffmay not currently have; so, we suggest that the center introduce a new class, centered oncreating the newsletter. Attendees could develop the layout, edit the content and choosepictures to include in the newsletter.The newsletter would be distributed via email, alongwith copies available in the center and in local businesses.


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If creating and implementing a personal newsletter for Rumble Arts Center is not aplausible endeavor, we suggest that the center consider partnering with a localorganization, such as a church, school, or local business that already has a standingnewsletter and ask the organization to put a RAC blurb in each edition that goes out.

Television:In regards to television exposure, RAC hopes to feature Brook Woolf or another staffmember on a local news program. In the past, the center has had the chance to befeatured on select news shows, and RAC hopes to be able to get the center featuredagain. One way to help get RAC featured will be by making videos or taking photographsof the classes, programs, and events that occur at the center and including them with themedia alerts and press releases that get sent out. Including them would be a great way toincrease exposure and awareness of the center, which may potentially lead to airtime.

RAC should also pitch to morning news shows about having the centers students comeon the show and perform for the audience. RAC offers very unique classes, which wouldgive RAC an advantage when pitching to a Chicago news station.Radio:As with television, our team has gathered many local news talk-show hosts contacts, andhopes to get a Rumble Arts Center staff member featured on one of the programs. Thegoal of this is to get Brooks story out there and broaden awareness of the center. Ourteam will also send out PSAs to radio stations to be played.

Website:The Rumble Arts Centers website is aesthetically appealing, but can be functionallyimproved. It is suggested that in order to improve RACs website, it must become moreinteractive. This can be accomplished by adding new photos, videos, newslettersubscription tab, other art resources, class schedules, etc. A RAC group member willassist the Savvy Stompers with these additions.

Overtime, RAC will add the following features to its website. Our team will help provideRAC with the materials it needs to easily add these features to its website.

Standardized application for renting An aggregated calculator for the price of renting. Space-availability calendar Additional pictures of the space (i.e. a virtual tour, videos, etc.) Quarterly newsletter (if RAC decides to begin developing one)

There are various outside websites that Rumble Arts Center already utilizes to link visitorsback to the Rumble Arts Centers website and many that RAC will continue to explore.These include local Chicago art blogs, the Humboldt Park community page, and socialevents calendars for Chicago. These sites will ultimately increase Rumble Arts Centers


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visibility in Chicago, specifically among the Humboldt Park community arts scene. Theywill also encourage artists, families, and event planners to fully recognize the potential ofRumble Arts Center.

Social Media:The use of social media would result in an increase in visibility that could assist RumbleArts Center in reaching untapped publics and increasing its brand stance within itscurrent targets. The social media tools that RAC will utilize by the end of this project areFoursquare, Facebook and YouTube. The ultimate goal for Rumble Arts use of socialmedia is to increase its presence online. These tools will help accomplish this goal withno costs to RAC.

Foursquare The use of Foursquare will allow people to check-in at the center and

possibly receive a discount on classes for doing so. This way people will beable to see who of their friends has also been or is going to the center.Ultimately, RAC would like to aggregate enough check-ins on Foursquareto become a trending place. To implement this Rumble Arts Center needsto be made into a check-in place on Foursquare, which our team will do.The staff/volunteers and the class teachers can leave tips about specificclasses, and can also shout when they check-in at a certain class.

Facebook Rumble Arts Center currently has a Facebook page, but the page does not

display the most up-to-date news. Our team will work with the centers staff

to help update the fan page by adding pictures and information aboutSpring Into Rumble and other current news. Our team also wants toeducate the staff members about the best ways to utilize the Facebookpage, so that RACs page can gain more fans and be more visible onFacebook.

YouTube The center already uses YouTube, but not to its full potential. Our team

plans to help RAC with utilizing YouTube in a more efficient way. We willwork with the RAC staff to update the Rumble Arts Center channel.

YouTube presents Rumble Arts Center with an opportunity to gain visibility,along with a forum to showcase the talents of its artists and performers.The center currently posts videos of select performances, but needs toincrease the amount of postings and variety of postings, including not onlyperformances, but also class sessions, class teach spotlights, video toursof the center, and events.


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Currently, Rumble Arts Center does not utilize Twitter, due to the lack of manpoweravailable. Our team recognizes that RAC has a limited staff and volunteer base that candevote their time to social media. That is why our team suggests when does have morestaff/volunteers that the center begin using a Twitter account. Our team has consideredcreating an account for them, but once we left there would be no one to hand it off to.

Twitter is a tool that RAC could utilize to better connect with its target publics and withmany local businesses in the Humboldt Park community. Once RAC is able to develop aTwitter, it will help the center establish a conversation between the center and its publics.Our team strongly recommends RAC to take advantage of Twitter once it is possible.

Twitter Through twitter, RAC will be able to post pictures, daily tweets about the

classes, and reminders about events. Our team will develop a standardizedlist of tweet ideas for the staff to use after, once the center decides it isthe right time to develop a Twitter. Pictures, videos and links to the RumbleArts Centers website can also be communicated through Twitter.

To make utilizing social media more efficient and easier, we recommend that RAC startusing Hootsuite or a similar site. Our team will leave it up to RAC to decide whether to

implement use of the site or of a similar one.

Hootsuite (or similar linked website) A website, such as Hootsuite, that links other social media websites would

help to streamline Rumble Arts Centers social media endeavors. Updatingof all social media tactics (i.e. Facebook page, Twitter page, etc.) could bemonitored through one website.

Direct Mail:Rumble Arts Center will use direct mail to invite businesses and event planners to itsevent that it hopes to hold sometime in May to showcase RACs space to possible renters.We will create and deliver a direct mail piece that will include an invitation to the event, aletter from Brook, an informational brochure, and a class schedule with descriptions. Thispacket is designed to spark interest in RACs space and the event that RAC will be hostingto showcase its space to its possible renters. Our team will assist with developing thispacket so it is readily available when RAC needs to send it out.

Posters/Fliers:Rumble Arts Center currently uses posters and fliers to promote its classes and currentevents. RAC will continue to use this tactic to promote its upcoming event, Spring IntoRumble. Our team will assist RAC in blanketing the surrounding neighborhoods with fliersand posters prior to the beginning of Spring Into Rumble. Fliers will also be passed outduring the event to help draw people in.


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Creative Tactics We will develop creative approaches or persuasive tactics to catch the attention andengage our target publics. These actions will be interactive and involve target publics insome activity or event that increases their understanding and commitment and will move

them toward action.

Business directories:o Put information about RAC in places where its target publics are lookingo Getting listed in professional directories is usually free and all that is

required is a little time to fill out a form.

Telephone marketing:o Develop phone pitch to call local schools, daycares, local businesses, etc.

to create interest in Spring Into Rumble.o Research shows that 51 percent of people will listen to telemarketers.o

Telephone marketing will help RAC further its relationships with othercommunity members and businesses.

Window display:o RAC has a large front window that is perfect for either displaying artwork

that is created in its classes by students or for creating a display topromote Spring Into Rumble.

o The goal is to make RACs window serve as a tool to create interest andinvite people inside.

o Change window display regularly to keep people interested on what will bedisplayed next.

Community Calendar Postingso To promote RAC classes and Spring Into Rumble, our team will assist RAC

with posting on online community calendars to enhance reach.

Spring Into Rumbleo RAC will be hosting an open house on March 26 from 1:00 p.m. 5:00

p.m.o The Event will preview RACs spring class sessions and to invite the

community to see the recent renovations that have been done to thespace.

o Music, art, martial arts demonstrations, music studio tours, and more willbe going on throughout the day

o Food will be donated by Food Not Bombs and Knockbox Caf


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Proposed Events/Activit ies Timetable February Research and Planning1/31 2/07: Gather information about previous communication efforts and previously usedcommunication channels

2/07 2/14: Determine needs and opportunities presented by RAC and begin to plan

2/14 2/21: Collaborate with RAC staff to formalize plan and synthesize research on potentialevent guests and media contacts

2/21 2/28: Draft key messages and modes of communication (Press Releases, Media Lists,Media Kits, etc.) and prepare to contact media contacts and local businesses/event planners

March Implementation2/28 3/07: Post fliers throughout Humboldt Park neighborhood and deliver informationalpamphlets to local businesses, schools, YMCAs, etc.

3/07 3/14: Assist Rumble Arts in event planning

3/21 3/25: Make phone pitches to local schools, daycares, YMCAs, etc. for Spring Into Rumbleand finish preparation for Spring Into Rumble

3/26: Open House / Gallery Showcase Event3/28 4/04: Contact media contacts with follow-up press releases and pitch letters

April Evaluation4/04 4/11: Evaluate and finish PR Plan outline

4/11 4/18: Convert PR Plan Outline and related documents into reusable procedures andmethods


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BudgetTotal Budget $150Because Rumble Arts Center is a 501(c)(3) organization with limited resources, wepropose a plan with a limited budget. All of our tactics can be executed without financialbacking except for direct mail. As such, we submit this budget:

ExpensesPrinting Potential Renter Packets: $40.00Distribution of Potential Renter Packets (postage, envelopes): $60.00Miscellaneous Expenses: $50.00

Possible DonationsPacket Materials (paper, envelopes, etc.) already owned by Rumble Arts


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Monitoring/Evaluating ObjectivesObjective 1:Host an open house/space showcase with at least 90 attendees on March 26, 2011

Ways to measure related results:Create a sign-in sheet for the event that asks for the guests name, contact information,and reason for attending. Count number of attendees on sign in sheet.

Objective 2:Create a reusable procedure and methods for increasing use of rental space by April 15,

2011

Ways to measure related results:If materials are delivered to RAC, then objective will have been met.

Objective 3:Aid in Campaign Against CashAmerica and get 800 petition signatures opposing theentrance of the CashAmerica pawnshop in the Humboldt Park community by April 15

Ways to measure related results:Count number of signatures on petitions before deadline to see if reach goal. If there are800 or more signatures, objective was completed.

RAC PR Plan

Documents

Transcript of RAC PR Plan