Strategic Communications Plan by Pioneer Public Relations

Make Music Denver 2013

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May 8, 2013

Presentation Overview

1. Denver Trends, Perceptions and Analysis of 2012 Make Music Denver event

2. SWOT Analysis

3. Key Publics

4. Campaign ObjectivesA. StrategiesB. Tactics

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Local Cultural Trends

Big-name and prominent local music groups 3OH!3, Churchill, Flobots, The Fray, The Lumineers, One Republic,

and The String Cheese Incident

Eco-friendly and sustainable living

Over 160 breweries in Colorado- Beer Garden an asset

Culturally diverse

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Economic Trends

The seven-county region will achieve full economic recovery in 2013

Union Station redevelopment is spurring construction and retail activity

Transportation costs and competing music festivals are the largest negative economic trends for DDP and Make Music Denver

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2012 Media & Social Media Analysis

Many news mentions occurred on day of the event Less effective at gaining awareness/impacting attendance

Facebook Posts are upbeat and informative

No posts by musicians or publics

Not set up as a business page

Twitter No Tweets from the publics

Mostly promotional

Minimal social media presence on other platforms

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2012 Publicity Event Media Coverage

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3 minutes and 10 seconds of TV news coverage attained through event

Exposed to over 1 million unique visitors online at the Westword

A 2013 publicity event can replicate this success

Current/Desired Perceptions of MMD

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INCLUSIVE

FUN

AFFORDABLE

SPONTANEOUS

PARTICIPATORY

BUSINESS-FRIENDLY

Current Perceptions The Westword endorsement

of the event as the “Best

New Festivals” of 2013

2012 attendees responded

favorably

Desired Perceptions

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SWOT Analysis

Key Opportunity

As a recently launched event that lacks local

visibility, Downtown Denver Partnership seeks to

establish Make Music Denver as a well-known

occasion devoted to celebrating local talent and

enhancing Downtown Denver as a cultural center

with a robust amount of cross-cultural influences

by developing a loyal participant base, and by

bolstering online and offline visibility

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Key Publics

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Denver Music Lovers

Self-Interests

Musical education

Save money

Family time

Promotion of the arts

Publicity

Go to concerts at least 4 times a year

Enjoy many genres of music

Ages: 18-39

On the hunt for new music

Love Colorado and Denver-based

artists

popcultureblog.dallasnews.com

Key Publics

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Downtown Denver Business Employees

Self-Interests

Making money

Professional success

Paying bills

Having fun after work

Enjoying Denver Activities

Approximately 110,000 employees

Works hard and plays harder

Large range of income

Age: 25-45

www.obvita.com

Key Publics

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Families in the Denver Area with Children

Self-Interests

Child safety

Child education

Save money

Family time and focus

Musical interest

Try new things

Children ages 5-13

All ethnicities

Large Hispanic populationLarry Lazzlo

Key Publics

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University Students Residing in Denver

Self-Interests

Enjoy attending events

New experiences

Outgoing

Budget-conscious

Six main colleges in the area

Students aged 18-30

Student musicians

Outgoing photos.denverpost.com

Key Publics

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High School Bands

Self-Interests

Musically inclined

Open to new things

Outgoing

Enjoys music

Likes performing

Wants to be prominent in music

realm

Popularity

30-70 band members per school

Ages: 14-18

Value education

caller.com

Campaign Objectives

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1. Awareness:

Reach out to 25 media outlets in the

Denver metropolitan area about Make

Music Denver on or before June 3, 2013

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And More…

Tier One Media OutletsTo be Contacted by DDP

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And More…

Tier Two Media OutletsTo be Contacted by Pioneer Public Relations

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Event Option A: Vocal or Band Battle on 16th Street Mall (on May 21,

2013)

Alert a capella groups via email/social media about auditions

Hold practice sessions 1, 2 weeks before event

Issue media advisories when details solidified

Alert media, public through Facebook and Twitter teasers week of event

Handout postcards and kazoos with “MMD” logo and date of event

Create t-shirts with “MMD” logo and date of event for music groups

Ask groups to hand out press kits to major local media outlets

Videotape the event for social media

How to Achieve Objective 1:Plan and execute a publicity event as an angle for media

attendance and coverage. (All 5 Publics)

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Encourage Lamont School of Music students and other DU music clubs to be in

a musical flash mob

Hold practice sessions 1-2 weeks before event

Issue media advisories when details solidified

Alert media, public through Facebook and Twitter teasers week of event

Hand out kazoos and postcards with the “MMD” logo and date of event

Ask the groups deliver press kits to local media outlets

Create t-shirts with “MMD” logo and date of event for music groups

Videotape the event for social media

Give incentives for participation

iPod Shuffle raffle and tickets to DCPA

How to Achieve Objective 1:Event Option B: Musical Flash Mob on 16th Street Mall

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Create online media kit

Deliver media kits to major media channels on day of promotional event with balloon instrument

Send news releases to media outlets

Send media advisories for publicity event and June 21 event

Pitch news features/interview opportunities to local media outlets and bloggers

local, current, ties in to pop culture trends, human interest

Enact a policy for websites reporting on MMD

Post linkbacks on all posts that do not already contain one

Ask authors for links to be added or included in the post

How to Achieve Objective 1:Increase outreach to local media outlets (All 5 Publics)

Campaign Objectives

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2. Awareness:

Reach out to 15 high school and

university music programs about Make

Music Denver on or before June 3, 2013

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Send email to Lamont faculty/private music instructors to encourage

students to go to MMD

Hang posters and flyers around the music school

Attend faculty meetings music school to spread the word about MMD

Offer an incentive for pre-registering: if they pre-register, they will gain

publicity through Make Music Denver’s Facebook page

How to Achieve Objective 2:Increase awareness of event at the Lamont School of Music.

(University Students)

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Inform student-body officers

Ask the student government to promote the event via email

Hang posters and flyers around DU

Reach out to fraternities and sororities at chapter meetings

Send media advisories, news releases to “The Clarion”

Update “Web Central,” a DU student site, with information

about MMD

How to Achieve Objective 2:Increase awareness of event around the University of Denver

campus (University Students)

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Send pitch emails to high

school band leaders and

music department

Email copies of flyers for

teachers to print and

administer to students

How to Achieve Objective 2:Contact high school bands in the Denver area to see if any ensembles are interested in performing (High School Bands)

Campaign Objectives

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3. Awareness:

Reach out to 25 summer children's’

programs/kid-oriented MeetUp groups

on or before June 3, 2013

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Send email pitches and flyers to the 10 closest

summer programs/daycares

Send email pitches and flyers to 10 closest

Hispanic community centers

Inform directors of music and art camps and

principals of year-round schools

Involve these groups through social media

reminders linked to them, as well as posted

on their social media pages

How to Achieve Objective 3:Inform Denver daycares, year-round schools, and enrichment

programs of Make Music Denver (Families with Children)

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Send pitches via email to the organizers of the five largest

Denver parenting MeetUp groups and suggest they meet up

at MMD:

Cherry Creek Moms and Babies

Hip Moms

Park Hill Parents Community

The Stapleton and Lowry

Funtastic Moms

How to Achieve Objective 3:Generate interest in event on parent MeetUp groups

(Parents and Families)

Campaign Objectives

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4. Awareness:

Increase Facebook likes and retweets by

25% on or before June 3, 2013

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Ask parents in the Denver area to like the Facebook

page and then enter by uploading videos of their

children “making music” on Facebook or DDP website

(link to Youtube)

Promote via Skyline newsletters, website, social

media, possible radio personality

Declare winners every week for 4 weeks on the

website to encourage visitors

Offer family 4-packs to Children‘s Museum/ feature

performance spots for their kids at MMD

How to Achieve Objective 4:Hold a “My Kid Makes Music” Facebook contest (Families with

Children)

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Chris from “Single File,” members of

Tickle Me Pink, members of Bop Skizzum

Record short promotional videos

promoting MMD, which will drive viewers

to the MMD website and encourage

them to tweet the DDP using the

hashtag #MakeMusicDenver for a

chance to win a prize

Tweet the winner, offer tickets to family-

friendly DCPA show

How to Achieve Objective 4:Youtube video featuring prominent musicians targeting music

lovers, shared on social media (Denver Music Lovers)

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Daily posts

Where about Wednesday

Bring it Back Old School Friday

Teasers for publicity stunt

Short videos featuring musicians

Synchronize and schedule posts

Hootsuite

Track impressions and statistics

How to Achieve Objective 4:Implement a structured social media calendar (All Publics)

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Place links and buttons to social pages on all DDP websites

Utilize Hootsuite for synchronization of platforms

Enact a policy for online DDP mentions

Post link backs on all posts

Ask authors of other sites to include your links on their copy

RSS Feed

How to Achieve Objective 4:Increase social network interconnectivity (All Publics)

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Total Budget $1,050 ($300 DU, $750 DDP)

Sponsorship Needs From DDP 150 MMD Posters Use of non-profit tax number Discounted mailing for non-profits (Potential)

4 family 4 packs to the Children’s Museum, $36 each 2 sets of 4 tickets to family-friendly DCPA show

Budget Overview

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Promotional Event Option One

Item Cost (plus shipping)Kazoos (250) $195.00

Postcards (450) $76.50

Performer Shirts $520.00

Press Kit (Balloons) $20.00

Video Tape Event $200.00 (Sponsored Credit)

Extra Money for Potential Costs $50.00

TOTAL (without Sponsored Credit): $861.50

TOTAL: $1,061.50

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Promotional Event Option Two

Item Cost (plus shipping)Kazoos (250) $195.00

Postcards (450) $76.50

Performer Shirts $520.00

Raffle for iPod Shuffle $49.00

Press Kit (Balloons) $20.00

Video Tape Event $200.00 (Sponsored Credit)

Extra Money for Potential Costs $50.00

TOTAL (without Sponsored Credit): $910.50

TOTAL: $1,110.50

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Tactics and Strategies Budget

Item Cost (plus shipping)B&W Flyers for Lamont School of Music $10.00

Mail Postcards for Daycares $8.50

4 family 4-packs to Children's’ Museum $144.00 (Sponsored Credit)

2 packs of 4 tickets to family-friendly DCPA show

Price TBD (Sponsored Credit)

Twitilizer Analytic Tools $57.00

Contingency Fund $50.00

TOTAL (without Sponsored Credit): $125.50

TOTAL: $269.50 + cost of DCPA tickets

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Agency Costs

$14.00-$63.00

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May 1-June 3: ExecutionMay 21: Publicity Event/Stunt June 4-5: Evaluation and MeasurementsJune 21: MMD Event

Timeline

Appendix

Social Media guidelines and calendar

Media: Tier 1 (DDP) & Tier 2 (Pioneer PR)

Sources for research of key publics

Design elements critique

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Social Media Guidelines DDP Posting Guidelines

Downtown Denver Facebook posts: 2-3 daily, including 1-2 partner shares

16th Street Mall FB Posts: 1 daily

Twitter 4-5 daily (can be re-tweets)

MMD posting Guidelines:

MMD social posts: at least 1 daily, across accounts

On any date without a specific instruction, there should be at least one MMD informational post per day that encourages follower interaction and participation through questions, hashtags, content, etc. This should also be done in addition to any additional instruction.

All posts should be accompanied by either a photo or a video, since posts with these sorts of media in them garner the most attention.

All posts should contain appropriate links.

It is assumed that all posts should span all social media websites (eg, Facebook, Twitter, etc) that have been adopted by the time this calendar starts.

Ensure use of key terms when naming photo and video files, as well as when posting for SEO purposes.

For dates after actual event:

If there is any particularly impressive news coverage of the event, post links

Ask all followers to begin posting their own content

Ask for reviews from all followers who were also participants

Compile analytics and compare to last year

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Social Media Calendar - MAY

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Social Media Calendar - MAY

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Social Media Calendar - JUNE

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Social Media Calendar - JUNE

Media Outreach Tier One

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Name Media Type

Associated Press (AP) Denver Colorado

News

Colorado Biz Magazine News

Denver Business Journal Magazine News

Denver Post Newspaper

I-News Network Online News and Blog

KALC Alice 105.9 Radio

KBCO Radio

KBDI TV 12 TV News

KBPI Radio

KCEC TV 50 TV News

Name Media Type

KCNC TV 4 TV News

KDVR TV 31 TV News

KIMN 100.3 Radio

KKFN FM 104.3 Radio

KMGH TV 7 TV News

KOSI 101.1 Radio

KQKS KS 107.5 Radio

KQMT 99.5 Radio

KUVO 89.3 Radio

KWGN TV 2 TV News

Media Outreach Tier Two

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Name Media Type

KYGO Radio

Westword Magazine and Online

5280 Magazine and Online

Advertising & Marketing Review Online News and Blog

Altitude Sports & Entertainment TV

Aurora Magazine Magazine and Online

Babble Online News and Blogs

Broomfield Enterprise News

Beer Craving Blog

Cherry Creek Living Magazine and Online

Name Media Type

Colorado Expression Online and Magazine

Colorado Music Buzz Blog

Colorado Parent Magazine and Online

Columbine Courier Newspaper

Denver Beer Company Blog

DenverInFill Blog

Denver Life Magazine and Online

Denver Off The Wagon Blog

Denver Parent Blog

Media Outreach Tier Two

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Name Media Type

Denver Urbanism Blog

Denver Urban Spectrum Magazine

Denver Voice Magazine and Online

DeVelo Magazine

Dig In Colorado TV Show

DU Clarion Newspaper

Education News Colorado Online News

Indulge In Denver Magazine

Kids' Pages Boulder Calendar Page

Metropolitan Student Newspaper

Mile High Mamas Blog

Mile High Young Professionals Blog

Name Media Type

Modern In Denver Magazine

NPR Blogs Blog

Oomph Music Blog Blog

Our Colorado News Online News

Out Front Colorado LGBT Publication

Reverb Blog

That’s It Mommy Blog

The Colorado Sound Blog

The Urban Eye Blog Blog

UCD Advocate Student Newspaper

Yellow Scene Magazine

Sources for Research of Key Public

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Sources for Research of Key Public

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Sources for Research of Key Public

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Sources for Research of Key Public

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Sources for Research of Key Public

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Sources for Research of Key Public

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Sources for Research of Key Public

Sources for Research of Key Public

American Camp Association (2013). How to choose a camp: Preparing for camp. Retrieved April 12, 2013, from http://www.acacamps.org/media- center/how-to-choose/preparing

American FactFinder (2013.) Denver. American FactFinder. Retrieved April 15, 2013, from http://factfinder2.census.gov/.

Cherry Creek (2013). Cherry Creek School District. Cherry Creek School District Online. Retrieved April 15, 2013, from http://www.cherrycreekschools.org/.

DenverKids.com (2013). Music and art camps. Retrieved April 12, 2013, fromhttp://www.denverkids.com/listings.php?category=camps&type=art&regi on=denver

The Denver Post (2013, March 11). 2013 Denver Post summer camp listings. The Denver Post. Retrieved April 12, 2013, from http://www.denverpost.com/summercamps/ci_17613430

Denver South (2013). Activities & Clubs. Denver South Online. Retrieved April 15, 2013, from http://denversouth.org/activitym/activitiesclubs.html.

Downtown Denver Partnership, Inc. (2011). State of Downtown Denver [Data file]. Retrieved April 12, 2013, from http://www.downtowndenver.com/LinkClick.aspx?fileticket=lq6%2FElJ4llg %3D&tabid=566

George Washington High School (2013). Urban School in the Heart of the Metro Area. Retrieved April 15, 013, from http://gwhs.dpsk12.org/.

Home to Denver LLC (2012). Denver Colorado Demographics and Population Statistics. Denver Colorado Demographics and Population Statistics. Retrieved April 9, 2013, from http://www.hometodenver.com/Stats_Denver.htm.

John F. Kennedy HS (2013). School Information. John F. Kennedy Online. Retrieved April 15, 2013, from http://jfk.dpsk12.org/music.htm.

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Sources for Research of Key Public

Larry Lazzlo (Photographer). 2012. Make Music Denver. [Photo], Retrieved April 16, 2013 from the Downtown Denver Partnership

Marquee Magazine (2013) About our readers. Retrieved April 12, 2013, from /http://marqueemag.com/about-2-2/

Reverb- Denver Music Blog. (2013). Media kit. Retrieved April 12, 2013, from http://mediakit.denverpost.com/reverb.html

U.S. Census Bureau. (2013). State and county quick facts: Denver (city) [Data file]. Retrieved April 12, 2013, from http://quickfacts.census.gov/qfd/states/08/0820000.html

Visit Denver. (2011). Visitor statistics. Retrieved April 12, 2013, from http://www.denver.org/metro/media/visitor-statistics

Visit Denver. (2013). Kids and Family Events & Activities in Denver, Colorado: Denver 365. VISIT DENVER. Retrieved April 15, 2013, from http://www.denver.org/events/kids-families.

Progressive Urban Management Association (2013). Global Trends and Implications for Downtown Denver. Downtown Denver Home. Retrieved 16 April 11, 2013, from http:/www.downtowndenver.com/.

Thomas, L. (2004, November 9). 16th Street Mall Policies and Procedures. City

and County of Denver Online. Retrieved April 12, 2013, from http://www.denvergov.org/Portals/730 documents/ROWPermits/16th%20S treet%20Mall%20Vending%20122004.PDF.

University of Denver. (2013). Ranking Index. University of Denver Online. Retrieved April 15, 2013, fromhttp://www.du.edu/ir/ranks/index.html.

(2013). “University of Denver." Wikipedia. Retrieved April 14, 2013, from http://en.wikipedia.org/wiki/University_of_Denver.

Westword. (2013). Media kit. Retrieved April 12, 2013, from http://media.westword.com/8721876.0.pdf.

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2012 Perceptions of Design Elements

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2012 Perceptions

2012 collateral are fun and laid-

back

Colors appeals to children

Some materials are graphically

busy

Too many treble clef signs

2012 Design Example

2013 Perceptions of Design Elements

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2013 Perceptions

Great utilization of primary colors

Colors appeals to children – who

are a large target for the event

Encompasses a more French-like

and musically-flowing font

I would suggest reconsidering the

every other letter color

2013 Design Example

Suggestions for Future Design

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Focus on design that will appeal to your publics

Health and environmentally-friendly colors could better

encompass the character of Denver (see cityscape

below)

Although colors may appeal to children, target your

design to the decision-makers in families

Use of the Denver skyline effectively ties in DDP’s logo and

brings some character of the city into the design