1 / 47

Cobb County Arts Public Relations Plan, Spring 2015

Cobb County Arts Public Relations Plan, Spring 2015. “HOME IS WHERE THE ART IS”. Introduction. Media Relations Social Media Partnerships Evaluation. Key Research Findings SWOT Analysis Problem Statement Key Publics Goals and Objectives Key Messages and Tagline.

kcynthia
Download Presentation

Cobb County Arts Public Relations Plan, Spring 2015

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Cobb County Arts Public Relations Plan, Spring 2015 “HOME IS WHERE THE ART IS”

  2. Introduction • Media Relations • Social Media • Partnerships • Evaluation • Key Research Findings • SWOT Analysis • Problem Statement • Key Publics • Goals and Objectives • Key Messages and Tagline

  3. Key Research Findings • This section is a summarization of the key findings noted in the main research report. Field research and secondary tactics were used to discover these keys and are central to the development of this campaign. • Key publics • Online Presence • Marketing and Advertisement • Funding • Competitors

  4. Strengths Weaknesses • Loved • Facilities • Activates • Affordable • Six Locations • Staff • Budget • Website • Low Staffing • Social Media • Identity • Hours • News Coverage • Awareness • The Name SWOT ANALYSIS Opportunities Threats • Food Trucks • Summer Camps • Arts and Booze Class • Pinterest • Partnering • After School Program • Amphitheatre • Budget • Renting • Events • Competitors • Website • Low Traffic • Not Unified

  5. Problem Statement • Lack of media coverage: there’s a lack of media relations efforts by Cobb Cultural Affairs & the media assumes the government gives Cobb Cultural Affairs everything it needs • Inconsistent branding: ‘Cobb Cultural Affairs’ is not a name that encompasses all it has to offer • Inadequate resources: insufficient staffing & tight budget • Insufficient communication efforts: Cobb County government’s communication office doesn’t put money or effort towards marketing • THE RESULT: Limited Awareness

  6. Key Publics Below are the key publics of Cobb County Arts and their characteristics: Teens(external, primary, inactive) Young adults ages 18-35 (external, primary, inactive) Families with children (external and internal, primary, active) Cobb County business owners(external, primary, inactive) Media(external, primary, inactive) Art teachers and principals at local Cobb County Schools (external, secondary, inactive) Other Cobb County P.A.R.K.S. employees (internal, secondary, active) Other non-profit organizations (external, secondary, inactive)

  7. Goal & Objectives Goal: To increase awareness of Cobb Cultural Affairs’ in the Cobb County Community. Objectives: • To increase awareness of Cobb County Arts’ facilities, events and services among Cobb County teens, young adults and families with children by 25% by May 2016. • To increase attendance at Cobb County Arts’ events and facilities among Cobb County community teens and young adults by 10% by May 2016. • To increase relevant media coverage of Cobb County Arts facilities’ events and services by 30% by May 2016. • To develop at least five new partnerships with the Cobb County community by May 2016.

  8. Key Message & Tagline Key Message: The Cobb County Arts division is dedicated to providing Cobb County residents with a variety of opportunities to create memories. Cobb County Arts has five outstanding facilities: The Mable House Arts Center and Historic Mable House, The Mable House Barnes Amphitheatre, The Art Station Big Shanty, The Art Place Mountain View and the Jennie T. Anderson Theatre. Each facility provides diverse programs, events, and classes that allow people of all ages to explore the arts. From theatre classes and camps, to pottery classes and outdoor concerts, Cobb County Arts has something for everyone to enjoy. The Cobb County Arts division doesn’t just provide entertainment, it allows people to learn, grow, be creative, expand their horizons, share, and hopefully find a home in one of the facilities. Tagline: Home is where the art is

  9. Media List • Comprised of local media, bloggers, and art applicable publications • Update monthly/per event or create a new list relating to the cause

  10. Fact Sheets Jennie T. Anderson Theatre The Art Place at Mountain View Designed for visual and preforming arts Features a black box theatre Offers art classes and summer camps • A part of the Cobb Civic Center complex • 606 seat preforming arts facility • Hosts Encore Series every year

  11. Fact Sheets The Art Station- Big Shanty Mable House- Barnes Amphitheatre Constructed in the late 1970’s Product of former governor Roy Barnes’ goal: Provide Mableton with a quality outdoor theatre 2,000 Seats • Originally located where Kennesaw Mountain High School now stands • Contains two multimedia classrooms, a pottery studio, meeting space and gallery • Features classes and workshops year round.

  12. Fact Sheets Mable House Arts Center: • Offers visual and performing arts classes for children and adults • Offers summer camps for children (4-16) in theatre and visual arts • Friends of the Mable House • The South Cobb Arts Alliance • National Juried Art Exhibition, Candlelight Concert Series, Christmas House, Gallery Exhibits, Mable’s Tea Room • The Theatre Project

  13. Press Release • For: Marietta Daily Journal • Topic: Christmas House Arts & Crafts Show • Where: Mable House Arts Center • When: December 4th through 13th • What: South Cobb Cultural Arts Alliance hosts over 65 vendors and artists who create handmade arts and crafts; A tea room lunch in occurs from 11-2 p.m. on December 7th through 12th • How to attend:Applications will be accepted until July 1st and are available online at southcobbarts.org • Included in Press Release:At least one quote, a summary of Cobb Cultural Affairs, a media contact and a cover letter

  14. Editorial Calendar • November: Thanksgiving • December: Christmas • January: Martin Luther King Day • February: Valentine’s Day • March: St. Patrick’s Day • April: Easter • May: Mother’s Day/Memorial Day • June: Father’s Day • July: Fourth of July • August: Help with the next few months • September: 911 • October: Halloween

  15. Feature Release • Feature recommendation: Engage local media outlets for coverage of special features and topics.   • For example, the Cobb County Arts department graduated a top ten dancer on So You Think You Can Dance. A feature article about Zack Everhart’s roots within the Cobb County Arts program may spark interest in the community to learn what Cobb County Arts might teach them.  

  16. Social Media & Online Communication Strategy • Recommend a more creative and informative website. • Regularly posting creative and engaging content to social media channels will help the Arts online and social media presence become more effective. Objectives: • To increase awareness of Cobb County Arts’ facilities, events and services among Cobb County teens, young adults and families with children by 25% by May 2016. • To increase attendance at Cobb County Arts’ events and facilities among teens and young adults by 10% by May 2016. • To increase substantive media coverage of Cobb County Arts’ facilities, services and events by 30% by May 2016.

  17. Tactic 1:Social Media Contest • Establish a social media “Creating Memories” contest. • Interact with key publics and represent Cobb County Cultural Affairs in an engaging manner. • Students and local art students will upload a photo or drawing on social media that connects with the theme “Creating Memories”. • Duration: 6 months • Prototype calendar in prototype kit.

  18. Tactic 2:Implement a Social Media Internship • Establish a social media internship program for college and/or high school students • Interns can help regularly maintain social media channels • Help organize contests and promotional events • Events and contests can target the teenager/young adult demographic • Internship unpaid, but can count for course credit • Marketing budget would not be strained

  19. Sample Internship Job Description Quick description on what the internship entails Lists responsibilities, hourly requirements, skill requirements and compensation Designated internship coordinator and contact info

  20. Tactic 3:Promotional Campaign for Social Media • Duration: 6 months • Purpose: To spread awareness to key publics about the social media platforms that individuals can use to engage with Cobb County Arts. • Three Phases of Campaign • Phase 1: Teaser of new social media presence and hashtags for platforms • Phase 2: Unveiling of new social media presence and creation of engaging social media content • Phase 3: Evaluation of awareness and effectiveness of campaign

  21. Tactic 3:Promotional Campaign for Social Media • Prototypes used: • Hashtags • Video spots • T-Shirts as promotional giveaways • Posters to put up in Cobb County Arts facilities • Promotional graphics to be displayed on social media platforms

  22. Tactic 4:Monthly Themes for Social Media Creating a theme for each month would help keep all Cobb Arts facilities network’s consistent. Monthly themes can also help engage users and facilitate user engagement. This will ensure there are no repeated posts, since thereis a theme as a guide. • May serve as a way to create new contests or incentives • Will help increase the young adult participation at facilities WHEN? • A year long tactic beginning May 2015- May 2016

  23. Tactic 5:Website Updates • To Increase the effectiveness of the Cobb County P.A.R.K.S. Website • Website Hierarchy • Example Event Calendar • Webpage Mock Up with Links to all Art Centers • Mock Up of: Cobb Country P.A.R.K.S. Art Section Homepage

  24. Tactic 6:Changing Profile Picture • Weekly changes to profile picture on social media sites to promote something new at Cobb County Arts. • Interactive way to spread the word on new activities.

  25. Tactic 7: Social Media Content Calendar Purpose of a Content Calendar How-To Create the Content Calendar Figure out the social posting flow (pick which social media networks you want to use, assign tasks, create content, edit and set for publishing ) Decide how often to post and how long it takes to execute a post (gives you a better idea of when you need to start before an event) Now, fill your social calendar with events and content Example Content Calendars: Excel, Sprout Social and Hootsuite • To organize and help the Cobb County arts curate and create their content • To create an efficient way to cut extra time out for marketing and promotion each month • To avoid spamming through one overly used social media network

  26. Tactic 7: Social Media Content Calendar

  27. Social Media & Online Communication Timeline • Website Updates: May 2015- May 2016 • Social Media Themes: May 2015-May 2016 • Promotional Campaigns:May 2015-November 2015 • Social Media Profile Picture: May 2015-May 2016 • Social Media Content Calendar: May 2015-May 2016 • Social Media Internship (Summer): May 20, 2015-August 1, 2015

  28. Timeline (Cont’d.) • Social Media Internship (Fall): August 18, 2015-December 10, 2015 • Social Media Internship (Spring): January 13, 2015-May 8, 2015

  29. Social Media & Online Communication Budget TOTAL COST $1,549.94 • Social Media Contest : $300 • Social Media Internship: $0 • Promotional Campaign: $1,249.94 • Monthly Themes: $0 • Profile Picture: $0 • Website Updates: 0 • Social Media Calendar: $0

  30. Partnerships Strategy Description:Our team recommends that the client foster relationships that result in partnerships with the Cobb community. Some potential beneficial partnerships include: local business owners, schools, organizations, nonprofits and the media. Objectives addressed: • To increase awareness of Cobb County Arts' facilities, events and services among Cobb County teens, young adults, and families with children by 25% by May 2016. • To increase substantive media coverage of Cobb County Arts' facilities, services, and events by 30% by May 2016. • To develop at least five new partnerships with Cobb County businesses owners by May 2016.

  31. Tactic 1: Ambassadors of the Arts Program What is it all about? The Ambassadors of the Arts Program seeks to raise awareness of Cobb County Arts through a team of five passionate art students that will be chosen through a contest. They will be responsible for advocating for Cobb County Arts in the local community. Ambassadors will: • Interact with target audience in social media. • Speakat local and school owned radio stations, give interviews. • Createart contests to engage the community. • Advertise local art fairs, festivals, markets, arts supplies stores, schools, arts centers, and other non-profits.

  32. Tactic 1: Ambassadors of the Arts Program Prototypes included: • Contest rules and ambassadors duties • Timeline for promotion, rollout, and implementation • How to market the contest • Timeline: May 6, 2015 - Jan. 15, 2016 • Budget: $1,425.00

  33. Tactic 2: Local Media Partnerships • Target Audience: Marietta Daily Journal and ArtsATL • Objective: We are looking to solidify media partnerships with two local publications (The Marietta Daily Journal and ArtsATL) to help raise awareness for Cobb County Arts and all of its programs. • Our Model features three levels of sponsorship: • GOLD • SILVER • BRONZE

  34. Tactic 2: Local Media Partnerships • Pitch letters, fact sheets and contact lists will be crafted for both the Marietta Daily Journal and ArtsATL in order to get the partnerships started • We have developed prototypes of the levels of partnerships that Cobb County Arts could potentially offer • Timeline: May 6, 2015 - May 6, 2016 • Budget: $200

  35. Tactic 3: Partnership with Kennesaw State University’s Greek Life • Target Audience: Young adults • What it’s all about: The partnership with Kennesaw State University’s Greek Life seeks to raise awareness of the facilities and art programs as well as attract young adults and create a solid relationship with organizations that are actively involved in the community. The main idea is to get sororities and fraternities to become directly involved with Cobb County Arts.

  36. Tactic 3: Partnership with Kennesaw State University’s Greek Life This tactic involves: • The creation of pitch letters to the sorority/fraternity president • Fact sheets to hand out to the Greek organizations The partnership levels are as follows: • GOLD • SILVER • BRONZE • Timeline: June 29, 2015 - May 2, 2016 • Budget: $0

  37. Tactic 4: Partnering with the Atlanta Braves Foundation • Objective: To increase awareness of Cobb County Arts' facilities, events and services among Cobb County teenagers and young adults by 25% by May 2016 • Hold an Atlanta Braves arts and craft themed event during opening week 2016 • Increase social media followers by 15% by requesting teens and young adults like or follow any of the Cobb County Arts pages in order to participate in the event

  38. Tactic 4: Partnering with the Atlanta Braves Foundation This tactic involves: • Developing an area around the stadium where children, teens, and young adults paint Atlanta Braves items • Teens and young adults gain entry by iking or following any of the Cobb County Arts social media pages • The event will also showcase teens and young adults positively influenced by the Atlanta Braves Foundation • Fact sheets, press releases, RNR’s, and pitch letters should be drafted to notify the public Timeline: May 6, 2015 -April 9, 2016 Budget: $3,550

  39. Tactic 5: The Big Shanty Festival About the Big Shanty Festival: • The Big Shanty Festival is an annual event in downtown Kennesaw • One of the largest arts and crafts shows in North Georgia • Averages 70,000+ attendees • Admission is free • Features: • Over 250 booths with arts and crafts, food vendors, merchants, etc. • Live entertainment on two stages • Kid zone with inflatables

  40. Tactic 5 : The Big Shanty Festival Objectives: • To increase awareness of Cobb County Arts’ facilities, events and services among Cobb County teens, young adults and families with children by 25% by May 2016 • To increase attendance at Cobb County Arts’ events and facilities among teens and young adults by 10% by May 2016 • To collect more than 500 new email addresses by the end of the event • To gain more than 1,000 new followers on Twitter and Facebook • To recruit at least 10 volunteers to help out at each art center’s locations Timeline: February 5, 2016 - April 17, 2016 Budget: $517.00 .

  41. Tactic 6: Partnering with Local Hardware, Art and Thrift Stores Funding for theater production and necessary props is limited.What is a better way to overcome this obstacle than creating sponsorships from local businesses? Advertising in Exchange for Materials! • Logos in programs, newsletters, social media accounts, banners, t-shirts • Prominent signage and placement • Art workshops for partners • Monthly tickets for partners

  42. Tactic 6: Partnering with Local Hardware, Art and Thrift Stores Potential Partnerships: • Home Depot • Local Art Stores Timeline: May 6, 2015-May 15, 2015 Budget: $0 Partnership Levels: • Gold: • Ads in newsletters, programs and all social media • Four employee art workshops • Prominent signage & placement • 8 tickets/month to art classes • Silver: • Ads in newsletters & programs • 2 employee art programs • 4 tickets/month to art classes • Bronze: • Ad in program

  43. Tactic 7: Partnership with KSU College of the Arts • Cobb County Arts severely lacks classes that target teens age 13-18 • Whenever classes are offered, they sell out quickly • A partnership with KSU College of the Arts would benefit both the university and Cobb County Arts Cobb Arts Benefits: • More students 13-18 could enroll • Cobb Arts would receive art supplies from KSU • Gain more assistants, volunteers, and teachers

  44. Tactic 7: Partnership with KSU College of the Arts Objective: Partner with KSU College of the Arts to implement new courses for teens age 13-18 Kennesaw State College of Arts Benefits: • Attract future students to the university • Self-promotion as a philanthropist • Potential internship programs Timeline: May through August 2015 Budget: $850

  45. Evaluation • To increase the number of students who volunteer for the organization by 20% by Dec. 1, 2016. • At the end of every quarter • In depth evaluation at the end of December 2015 • MailChimp & Google Analytics • SurveyMonkey • A staff member or an intern • To increase attendance at Cobb Cultural Affairs’ events and facilities among teens and young adults by 10% by May 2016 • Begin as soon as next event when campaign is implemented • Excel • Employee to hand out wristbands as well as cost of wristbands

  46. Evaluation • To increase substantive media coverage of Cobb County Arts’ facilities, services and events by 30% by May 2016 • Conduct search on first of ever month and keep track of new data • Google Alerts • Excel • One staff member to update database • To develop at least 5 new partnerships with Cobb County business owners by May 2016 • Should begin on May 1, 2015 – May 1, 2016 • Excel • One staff member to update database

  47. Thank You! We’d like to give special thanks to the Cobb County Arts Division and staff for allowing us to take full control for this campaign. Furthermore, we enjoyed learning about each individual facility and their offerings. As a group, we believe that our campaign will help bring the department to new heights and success in the future!

More Related