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Jacksonville Beach Chamber of Commerce Spring Break Proposal

Jacksonville Beach Chamber of Commerce Spring Break Proposal. Proposed By: Brittany Mitrick, Kimberly Caruso, Meghan DeChard and Janette Bolan. Mission Statement.

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Jacksonville Beach Chamber of Commerce Spring Break Proposal

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  1. Jacksonville Beach Chamber of Commerce Spring Break Proposal Proposed By: Brittany Mitrick, Kimberly Caruso, Meghan DeChard and Janette Bolan

  2. Mission Statement • The mission of Peacock & Co. is to ensure that our client’s public relations, advertising and marketing needs are met. We value each individual client and strive to provide them with excellent customer service. The key values of our agency are integrity, creativity and excellence. Peacock & Co.

  3. Past Clients • St. Augustine’s Nights of Lights • St. Augustine’s 455th Anniversary • Charleston’s Shem Creek Oyster Roast • Summer Concert series at the Landings • 26.2 with Donna • TOMS Shoes • Pepsi Co. • Jacksonville Jaguars

  4. Primary and Secondary Research Primary Research Secondary Research Researching spring break competition in Florida. Researching established humanitarian organizations. Cost and availability of performers • Surveys through targeted colleges email. • Focus Groups • Contact with the Jacksonville Beach Chamber of Commerce

  5. SWOT Analysis Strengths Weaknesses • Familiarity • Similar Accommodations • Humanitarian Effort • Unknown Spring Break destination • Very spread out

  6. SWOT Analysis Opportunities Threats • Raise money and awareness for humanitarian groups. • Create more business. • Create an annual spring break destination. • Hotel Space • Unexpected Bad Weather • Locals upset with large amount of tourists.

  7. Problems and Opportunities Problems Opportunities To become a main spring break destination. Increase revenue of the local businesses. Gives Jacksonville Beach a positive image. • Never has been advertised as a spring break destination. • Numerous Competitors

  8. Overall Campaign Goal • Reinvent spring break in Jacksonville, Florida • Also highlight Jacksonville Beach as a family destination • Increase revenue by 10% for local businesses • Aid humanitarian organizations while having a fun spring break

  9. Target Publics • College Students (18-24) • Targeted Colleges are University of North Florida, Florida State University, University of Florida, Florida A&M University, Jacksonville University, University of South Florida, University of Tampa, University of West Florida, University of Central Florida, University of Miami, Florida Atlantic University, Georgia Southern University and Valdosta State University • Families with small children

  10. Overall Message “We Party for a Cause!” “Good Times and Fun in the Jacksonville Sun” Week long family activities. • Slogan: “We partied hard, and we did it for a cause” • Will mix traditional spring break activities with a humanitarian effort. Good Times and Fun in the Jacksonville Sun We Party for a Cause! Jacksonville Beach 2011

  11. “Good Times and Fun in the Jacksonville Sun” Event Headquaters: Ponte Vedra Inn & Club • Thursday: Appearances by the Jacksonville Roar cheerleaders and baseball players from the Jacksonville Suns. Lunch provided by Zoes. • Friday: Day: Gameday! Night:Bonfire with smores • Saturday: Art walk festival and bounce houses. • Daily Activities: Make a Wish Foundation, Adopt a Wish, Partners in Hope, Give Thanks 5k, Kid’s Camp from 10 a.m. through 3 p.m., beach and pool activities. • Monday: Event Kickoff! Sandcastle contest and inflatable ocean trampolines. • Tuesday: Do it yourself tye-die t-shirts, volleyball tournament, and talent show on the pool deck. • Wednesday- Day: Beach day with a dance party. Night: Parent’s night on the town! Babysitting will be offered with pizza, movies and ice cream sundaes.

  12. We Party for a Cause! Party Headquaters: Jacksonville Beach Amphitheater • Monday: Kick-off! Informational/beach day. Events include a kick-off concert featuring Colbie, Caillat, bonfire on the beach with free smores and kegs at the amphitheater. Drink of the Day Special: Tequila Sunrise • Tuesday: Volleyball tournament during the day and a Pub Crawl at night. Drink Special of the Day: Sex on the Beach • Wednesday: Karaoke will be available at the amphitheater during the day. A beer pong tournament with the movie “Animal House” playing on the big screen will occur at night. Drink Special of the Day: Hurricane • Thursday: Art Walk Festival! Bounce houses, jousting and inflatable obstacle courses will be available. O.A.R. will be giving a performance at night. Drink of the Day Special: Bikini Martini • Friday: DJ Pauly D will be out to provide music and entertainment. He will host our vodka soaked watermelon seed spitting contest. Daniel Tosh will be performing stand up comedy at Freebird at night. Drink of the day Special: Ron Ron Juice • Saturday: The main concert event! Aqua East will be renting out kayaks on the beach during the day. T-Pain will be our main performer of the night and the concert will mainly benefit Jedidiah Clothing and TOMS shoes. Drink Special of the Day: Nude Beach

  13. Daily Offerings at “We Party for a Cause” • Drinks of the day at the local beach bars. • A first aid station manned by Doctors without Borders • A DJ will play everyday from 11 a.m.- 5 p.m. • Merchandise and Information from the participating humanitarian organizations (TOMS, Jedidiah Clothing, Doctors without Borders, and Invisible Children) • Invisible Children bracelets will be for sale all week, showing your bracelet at the beach bars or our events will earn you a discount. • Information tent with info on the Jacksonville Beaches area • Food and beverage vendors: Taco Lu, Angies, Pacos, Caribbee Key , Al’s Pizza, Sliders, Smoothie King, Chick-fil-a and Salt Life.

  14. Tactics Controlled Uncontrolled Local News (press releases) Radio Interviews Spots/Blurbs/Links on the non-profit organization’s website pages T-shirts distributed before, during and after event. Over 10,000 shirts will be distributed. • Website • Facebook • Facebook Advertising • Twitter Account • Ads in Campus Newspapers • Lamp Post Banners along 3rd Street • Banners • Ads in Folio Weekly • Radio Spots through Florida and Southern Georgia • Media Kits

  15. Elements of Effective Communication • Opinion Leaders: Artists, Humanitarian Organizations

  16. Evaluation • An 10% increase in revenue for the Jacksonville Beach’s businesses. Will be measured by comparing the revenues of previous years. • Successfully communicated to our target audiences. • Facebook • Twitter • Hits on Website • Donated time and money to the humanitarian organizations that are present. • Visits to each humanitarians booth.

  17. Budget: • Staff and maintenance: • Family week staff: 15 people working $8.00/hr Monday-Friday 5 hrs a day = $600.00 • Date night staff: 10 people working $8.00/hr for 3 ½ hours = $280.00 • Maintenance and clean up: $10.00/hour x 5 hours = $50 per person per day 2 days (6 days each week) 15 workers = $7,200.00 • Police and law enforcement: • Family week: 2 police/$35.00 per hour x 6 = $420.00 • College week: 20 police/ $35.00 per hour x 6 = $4,200.00 • Porta Potties: $45.00 per unit/2 weeks x 10 = $450.00 • Agency fee: $100,000.00 • Emergency fund: $2,000.00 • TOTAL: $115,150.00

  18. Budget: • Event promotional items: • Beach towels: 9.64 each = $ 4,820.00 • Shot glasses with logo: 1.25 oz 10,000 x $0.38 = $3,800.00 • Koozies with logo: $0.35 x 10,000 = $3,500.00 • Lamp post banners: 25 banners $55.50 each = $1,387.50 • T shirts with logo: 1,000 shirts x $5.04 each = $5,040.00 • Post event shirts: “We partied hard and we did it for a cause. Jax Beach Spring Break 2011”: 1,000 (500 small, 500 medium, 500 large 500 extra large) shirts x $5.04 each: $5,040.00 • 7 ft tall Beach balls with logo: quant 10/ $99.95 each = $999.50 • 17 ft Beach balls with logo: quant 2 = $1799.90 • 24’’ beach balls: quant 600/ 1.45 each = $870.00 • Baskets for Spring Break Promo kits: $1.07 x 357 = $381.99

  19. Budget: • Event promotional items cont’d: • TOMs shoes for Spring Break Promo Kit: $50.00 x 357 kits = $17,850.00 • Facebook ads: cap at $29,000 • Promotional banners for 13 campuses: quant 25/$80.00 each = $2,000.00 • Weekly color full page ads in 13 campus newspapers for 3 months: $27,300.00 • Folio Weekly: weekly ½ page color ads weekly for 3 months: $6,825.00 • Website: $3,000.00 for installation/$500.00 for 4 months = $3,500.00 • Campus newspaper advertisements: $700.00 for a full page color spread in 13 campus newspapers x 12 weeks = $109,200.00 • Radio spots: 7 major cities-Jacksonville, Tampa, Orlando, West Palm Beach, Tallahassee, Gainesville and Statesboro, Georgia. Radio advertising campaign 30 stint played during the 5:00 hour complete with website advertising from radio stations: $2,000.00 x 12 weeks x 7 cities = $168,000.00 • Information tents: quant 3/$179.95 each = $530.85 TOTAL: $391,844.74

  20. Budget • Performers (lodging and transportation included) • T Pain: $60,000.00 • OAR: $60,000.00 • ColbieCaillat: $30,000.00 • DJ Pauly D: price for 1 day $30,000.00 • Local Guitarist and Bongo Drum duo: $250 • DJ Timeless Touch Rob Entertainment: $1,500.00 a day x 5 = $7,500.00 TOTAL: $187,750.00

  21. Budget Food and beverage expenses: • Make your own sundaes: $200.00 • Dominos pizza for date night: for 225 kids 75 pizzas/5.00 per pizza = $401.00 • Water at first aid station: 175 cases/$5.63 each = $985.25 • Watermelons: 10/3.00 each = $30.00 • Absolut Vodka: 10 bottles/ $17.99 each: $179.90 • S’mores for bonfire: $300.00 • Zoe’s kitchen: $10x225 kids=$2,250.00 TOTAL: $4,346.15

  22. Budget • Miscellaneous Expenses: • Invisible Children Bracelets (for the Spring Break promo kits): $20.00 each x 360 = $7,200.00 • Volleyballs: $15.00 each x 10 = $150.00 • Beer pong balls: 1 pack of 144 = $14.49 • Beer pong tables: 10 tables/349.99 each = $3,499.90 • Red solo cups: box of 1,000 cups: $102.36 • Firewood and lighter fluid: $100.00 • T shirts for tie dye for SB week: 1.85 x 500 = $925.00 • T shirts for family week: 1.69 x 200 = $338.00 • Tie dye and rubber bands: $200.00

  23. Budget • Miscellaneous Expenses Continued: • Tarps for slip and slide: 3 tarps at $59.98 each = $179.94 • Baby oil: 25 bottles/$2.34 each = $58.50 • Printing expenses (promotional and event) = $36,000.00 • Inflatable expenses: $600.00 x 2 = $1200.00 • Campus survey gift cards: 13 x $25.00 = $325.00 • Inflatable water trampoline: $379.99 Total: $50,673.18

  24. Budget • Staff/maintenance total: $115,150.00 • Event Promotional Items total: $391,844.74 • Performers total: $187,750.00 • Food and beverage total: $4,346.15 • Miscellaneous expenses: $50,673.18 GRAND TOTAL: $749,764.07 (running from January-April 2011)

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