dave matthews band caravan
DESCRIPTION
Public Relations Campaign Project PresentationClient: Dave Matthews CaravanOpportunities/Problems, Research, Strategies, Tactics, Objectives, Media Relations, Community Relations, EvaluationTRANSCRIPT
Public Relations Campaign
3 Day Music Festival in Lakeside, Chicago
Dave Matthews and many other bands
July 8-10
What is the Caravan?
Opportunities:
Publicize a new music festival
Problems:
New Festival
New Venue
Dave Matthews’ image
Opportunities/ Problems
Target Audience: Men and Women ages 17-40 who like Dave Matthews Band
Concerned about types of music, costs, location, safety, and eco-friendliness of festival
Overall Goal: 75,000 people daily
Research
Maximize awareness of the Caravan by generating 10 million media impressions in pre-festival coverage
Ensure that message about the eco-friendly nature of the festival is included in 50-75 percent of the media coverage you receive.
Minimize the number of complaints from concert goers about the way in which the events played out
Objectives
Strategies
Create extensive coverage focused in the Midwestern region of the country; Illinois, Northern Indiana, and Wisconsin
Highly emphasize the message that the Caravan will be donating one percentage of overall proceeds to cleaning up the Chicago River
Work with the community, sponsors, and employees to ensure organization of events
Media Relations
Press kits in CD/ Vinyls
Fact Sheets, Brochures, Music Samples
Broadcast Stations, Radio, Newspapers, Magazines
Tickets and Merchandise
Campaign ads on CTA trains and buses
Media Relations
Campaign ads on Grooveshark and Pandora
Interactive and Social Media
Main Website (news and information)
Community Relations
Goal: Creating a safe, festive, eco-
friendly environment for Dave
Matthews fans and bolstering the
Dave Matthews image as
environmentally friendly
Community Relations
Tactics
Working with the city on a local level
Enlisting the aid of local volunteers
Partnering with the Chicago Police Department in addition to hiring security for crowd control
Have all performers to spread the message of keeping the venue clean to audience
Community Relations
Tactics (Cont.)
Installing merchant vendors and booths to sell food and drink and eco-friendly band merchandise.
Donating one percent of the caravan’s overall proceeds towards the city’s green efforts
Evaluation
Implementation Checking
“Does our current environment coincide with our objectives?”
In-Progress Monitoring
Possible problems that might occur with our campaign are low ticket sales, low buzz factor, weather related issues and band problems
Work hard to overcome those issues
Evaluation
Outcome Evaluation
Measure the numbers of tickets that were sold
Number of media outlets the DMB Caravan was featured or mentioned in
Number of Facebook “likes” and positive feedback from our Facebook and Twitter accounts
Exit Polls
Number of arrests/ crimes