mmd presentation for 5.8.13
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DDP_Make Music DenverTRANSCRIPT
Strategic Communications Plan by Pioneer Public Relations
Make Music Denver 2013
1
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
2
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
3
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
4
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
5
2012 Publicity Event Media Coverage
6
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
8
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
11
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
12
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
13
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
14
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
25
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
36
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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49
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®i 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
59
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