20081st AnnualDowntown Multicultural FestivalEvansville, IN I June 7, 2008

PUBLICITY PLAN1st AnnualDowntown Multicultural Festival

Publicity PlanOverview: Entering into its inaugural year, the 2008 Downtown Multicultural Festival will be bringing a completely new dimension to the established Dragons on the Ohio event. Throughout the extravaganza, the riverfront will bloom with culture and diversity in the heart of Evansvilles downtown district. The festival will promote the appreciation, value, and recognition of community diversity through entertainment, cuisine, song, dance, and artistic cultural expression. GAGEs marketing, public relations, and events staff will work diligently with various media partners to garner thousands of impressions for the event and its sponsors. GAGE will secure media coverage for the event through a number of marketing and public relations vehicles including radio, print, and television. Radio ads will be placed to promote the various aspects of the festival. GAGE will also conduct media pitches for placement of stories and local newspaper coverage. In addition, GAGE will work with local television networks to raise awareness and cover the festivities. Grassroots efforts will include flyer distribution to local community groups and businesses, and email blasts to the companys database. As added exposure and appeal, GAGE will work to collaborate with the University of Evansville and the University of Southern Indiana to better unite all of Evansvilles cultural and diversity expressions. The following public relations objectives and timeline have been developed to promote Evansvilles Downtown Multicultural Festival as a much-needed premier event that truly celebrates the diversity in the Midwest.High-Level Festival Objectives: Deliver the Downtown Multicultural Festivals key messages directly to media Promote Evansville and the festival as a destination event Generate positive and widespread coverage in advance of and during the festival from national, regional, and local media (print/Internet/broadcast) Build and cultivate relationships with media, sponsors, Dragons on the Ohio, and other festival partners Create brand awareness for the title sponsor via inclusion in all GAGE press releases and marketing collateral Execute media relations campaign in tandem with targeted marketing efforts Develop creative and enticing marketing materials to stimulate interest and demand for festival Promote awareness and appreciation of diversity and culture within Evansville

Specific Festival Objectives

Secure 10 positive articles/news stories about the festival Secure three on-air interviews for Evansville representatives/featured vineyards/local musicians/artists Host reporters or on-air personalities from four media outlets at the event Create two successful marketing promotions to encourage attendance (via print, radio, television or grassroots) Attract 1,000 new subscribers to our websites e-newsletter

Publicity Plan: Pre-Event_________________________________________________________________________The following activities will take place from February 2008 May 2008:Pre-Event Public Relations Campaign: Develop a (broadcast, print and online) media contact database of outlets in the following categories: National, regional and local consumer (broadcast, print and online) National special interest (broadcast, print and online), including: Cultural Groups; Minority Groups; Music, Dance, Cuisine, Art, and Language as they relates to different cultures; etc. Regional special interest, including: Indianapolis; Louisville; St. Louis; Nashville; Chicago; Cultural Groups; Minority Groups; Music, Dance, Cuisine, Art, and Language as they relate to different cultures; etc. Top 25 dailies in region Tier media list into three levels and concentrate efforts on Tier One Create media kit that includes: Contact information Organization information News release announcement Event agenda/fact sheet Schedule of Events Descriptions of the organizations/groups participating Travel, lodging and other event information Reporting/media opportunity Distribute media kits to Tier One contacts Secure media sponsors Undertake media relations initiative to: Encourage pre-event media coverage (radio promotions, TV partnerships, special interest print pieces) Secure event on regional calendar listings Stimulate interest in attendance and future talent and vendor participation Develop news releases and distribute event news, as needed Booth registration pr Call to action for Artists pr Schedule of events & artists pr Kids activity area pr Dragon Boats pr Final call for registrants Invite Tier One media contacts to attend and cover Secure all news articles for wrap-up reports and impression counts

Pre-Event Marketing & Promotions Campaign: Develop the festival brand Develop a creative concept/slogan to interweave into all marketing materials Secure an event logo that creatively combines all aspects of the event Attract repeat online viewers by developing new content for the website often, perhaps by featuring a different cultural group each month Place event details on downtownevansville.org as first source of reference for potential invitees Build the online database and e-newsletters subscribers Determine if the cultural organizations participating will promote our Event on their websites Develop a number of e-mail blasts to regional database in the months prior to the festival Secure print sponsors to run interest stories on the event Secure print sponsors to run stories on Evansville as a destination area Partner with the University of Evansville, the University of Southern Indiana, La Mesa Grande, and others groups to market to their client base Work with regional television stations to develop engaging content and secure interviews for sponsors and organizations/clubs during the festival Develop festival news stories in the Discover Downtown newspaper insert Design creative event collateral, including the following: Posters and flyers to pass out to regional cultural clubs Festival brochure/schedule Secure advertisers for event program and design program Design and order event signage Develop stimulating radio promotions, such as a free dance lesson to be picked up at the festival, dinner at an ethnic food restaurant Work with festival sponsors to create on-site activation and retail promotions

Publicity Plan: Event____________________________________________________________________________The following activities will take place during the month of June 2008:Event Public Relations Campaign: Potential to host a press event featuring the kick off of the event Create a daily news release Distribute to dailies and broadcast outlets in key markets Distribute to additional key outlets Distribute to attending media contacts Facilitate on-site media opportunities, visuals and interviews Monitor and measure all news coverage Secure articles and news clips

Event Marketing & Promotions Campaign: Distribute event flyers and brochures to regional target businesses and households Coordinate live festival coverage and interviews on broadcast and radio Place signage in prominent locations Distribute Programs showcasing the different booths and organizations the day of the event Coordinate a booth with information and various marketing products on sponsors and the organization itself Coordinate on-site radio remotes to drive traffic to the event

Publicity Plan: Post-Event________________________________________________________________________The following will take place from July 2008 January 2009:Post-Event Public Relations Campaign: Create and disseminate post-event media materials including: Success measures, including number of participants, event exposure, economic impact, etc. Post-event news release Event video footage and photography Finalize and secure outstanding coverage Measure all news coverage Secure articles and news clips to present to sponsors Start public relations preparation for 2009 event

Post-Event Marketing & Promotions Campaign: Collect all marketing and promotional materials and rate cards for sponsor wrap-ups Measure marketing & promotions efforts Update website with photo gallery and video clips of 2008 event and post dates for the 2009 event Send hand written Thank You notes to all sponsors and organizations involved in the event. Start marketing preparation for 2009 event

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