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