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  • 7/30/2019 OPTIONS PR Plan

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    OPTIONS PR Plan, Spring 2012 1

    The student-run public relations firm at California Polytechnic State University

    Public Relations Plan OPTIONS Family of Services

    Public Awareness/Outreach Campaign

    Kelsey Hollenbeck & Kelsey Shimasaki

    Spring 2012

    Introduction

    OPTIONS Family of Services is a local non-profit organization that provides a variety of services

    to individuals with developmental disorders such as head injuries, hearing loss, autism andother neurological impairments. Their core philosophy is that with respect and support, people

    with disabilities can achieve their goals of living and working independently as full citizens of

    their communities. Unlike other organizations of its kind, OPTIONS provides comprehensive

    services to those on the Central Coast, including occupational and physical therapy and job

    placement, housing, extra-curricular activities and special events. In this respect, they have no

    direct competitors.

    The focus of this plan is the promotion of the first annual Oyster Festival in Morro Bay. The

    festival is the first of its kind on the Central Coast and marks a new collaboration with the

    Morro Bay Oyster Company. It will be held at the Morro Bay Golf Course on June 16th, from 12-

    8 p.m. and will feature a full bar, various oyster dishes and well as other foods, retail vendors,

    music by Walk Off The Earth and structures designed by the Do LaB.

    Situation Analysis

    Despite the current economic climate, OPTIONS hopes to continue fulfilling its mission of

    helping the disabled to realize their dreams and achieve full inclusion in their respective

    communities. As is the case with most non-profit organizations, OPTIONS has seen a decrease

    in funding in recent years. Last year, the suffered a sizeable budget cut of more than $300,000.

    This represents 10% of their medical services budget and 5% of their total budget. As of now,

    they have not yet been forced to make any program cuts, but they are currently readjusting toprepare for the possibility should these upcoming fundraisers prove unsuccessful in raising

    funds.

    Weaknesses

    This deficit is a major weakness as it forces staff members to shift their attention from

    providing the best quality services, to coming up with a means of generating revenue. Though

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    OPTIONS PR Plan, Spring 2012 2

    their past events have been successful in bringing in funds, they have had trouble making sure

    people understand that the Avila Beach Music Festival and That 80s Thing are put on by and

    benefitting OPTIONS. This lack of association is a weakness and challenge for the upcoming

    Oyster Festival. In terms of this specific event, OPTIONS is relatively understaffed, with only one

    Marketing Manager (Jacqueline Delaney) handing most of the logistics and promotions.

    Strengths

    However, Jacqueline is very knowledgeable and has successfully planned and executed events

    of this magnitude. Her expertise and experience, coupled with the aid of an outside PR firm

    Parker Sanpei (working on promotional materials, graphics and advertising) and CCPR (working

    on recruiting vendors and participating restaurants), is a definite strength. OPTIONS has good

    standing in the San Luis Obispo community and has been very successful in selling out past

    events, including the Avila Beach Music Festival and That 80s Thing.

    Opportunities

    The Oyster Festival presents a unique opportunity for OPTIONS, in that it is the first of its kind in

    the area. There are similar events in Humboldt, San Francisco and San Diego, but none on the

    Central Coast. The accessibility of the Morro Bay Oyster Company and its proximity to the

    venue are opportunities for success because it provides minimal logistical issues and provides

    attendees with an opportunity to support a local business.

    The event will be held at the Morro Bay golf course, which boasts 4000 acres and an ocean

    view. The large size presents the opportunity to host thousands of attendees, because there is

    no maximum occupancy. OPTIONS has had to turn people away at the doors of previous events,

    due to the event cap of 3000 people as mandated by the city of San Luis Obispo. This should not

    be an issue for the Oyster Festival.

    The festival also features various attractions, besides oysters, that present opportunities to

    attract attendees. The band Walk Off The Earth, whose recent cover of Gotyes Somebody

    That I Used To Know went viral last month with more than 87 million views on YouTube, will

    perform. The Do LaB, which makes the famous structures and stages for the Coachella Valley

    Music Festival and Burning Man, will make a stage and gazebo for the event.

    Other opportunities include reaching out to community members who have attended past

    OPTIONS events, and people who may be in the area for Fathers Day weekend looking for

    things to do. The magnitude of the event is attractive to potential vendors and participating

    restaurants that could receive a lot of exposure. The Best Oyster of the Central Coastcompetition presents the opportunity for a local restaurant to gain acclaim and media

    attention, and be judged by local food editors and wine industry judges, which might make

    them more inclined to participate.

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    OPTIONS PR Plan, Spring 2012 3

    Threats

    Aside from the possibility of further budget cuts, the primary threat to OPTIONS success with

    this event is the other events occurring that same weekend. The Oyster Festival, which will take

    place on June 16th

    , will be competing with the Live Oak Music Festival and the Pismo Beach Car

    Show for peoples time and money. However, the Live Oak Music Festival is located about 20

    minutes West of Santa Barbara and Pismo is about 30 minutes South of Morro Bay. We believethis distance will help alleviate this threat. Additionally, the event falls on Fathers Day

    Weekend, which may threaten attendance as people might be traveling to visit family or have

    other plans. This presents a very real challenge: convincing people to spend their Saturday at

    the Oyster Festival, as opposed to somewhere else.

    While the tickets are fairly affordable at $20, the vendor fees are more expensive at $850 for

    food vendors and $450 for retail vendors. This may pose a threat to participation, if local

    businesses cannot justify spending the money in the current economic downturn, especially

    since this is the first annual Oyster Festival and therefore has no past measured success to

    ensure.

    Goals

    As a result of the aforementioned budget cuts, OPTIONS primary goal (in addition to providing

    quality services) is to increase fundraising. Their goal for this quarter and the remainder of the

    year is to make the first annual Oyster Festival as profitable as possible, through maximum

    ticket sales, to both attendees and vendors. In the next few years, they hope to continue to

    expand this event and sponsor more like it to raise funds to continue fulfilling their mission.

    Objectives

    OPTIONS objectives are as follows:

    Sell a minimum of 3,000 GA tickets (at $20) to the Oyster Festival on June 16th (though5,000 would be ideal)

    Sell 10-15 retail vendor passes (at $450) Sell 10 food vendor passes (at $850) to serve side dishes to complement oysters Get 10 restaurants (preferably with existing oyster recipes) to participate in the Best

    Oyster of the Central Coast competition during month of May. The winning oyster will

    be featured at the festival for patrons to purchase.

    Target Audiences

    Due to the accessible nature of the event, our target audience is fairly broad in that it ranges

    from Gen Y and Gen Z high school and college students to Baby Boomers. The event is relatively

    inexpensive ($20), features something for almost everyone (live music, artistic structures, full

    bar, oysters, etc.) and appeals to all-ages. Therefore, the ideal attendee is anyone with an

    interest in the aforementioned things with a disposable $20 and means of transportation to

    Morro Bay. That being said, past events have shown that the most likely attendees will fall

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    OPTIONS PR Plan, Spring 2012 4

    within the Baby Boomers and/or Gen X demographic categories, so they should be targeted

    most heavily.

    An ideal retail vendor is a local business with a product in line with the theme of the event,

    which is looking to gain exposure in the community and willing to pay $450. Ideal food vendors

    are somewhat upscale restaurants with foods that both complement oysters and provide otheroptions for attendees who are allergic to or do not like oysters, and who will pay $850. Upscale

    restaurants with a signature oyster recipe and a desire to win a title and gain local publicity

    will be targeted to participate in a Best Oyster of the Central Coast competition.

    Strategies

    This is largely a Public Awareness/Outreach campaign, as we must reach out to community

    members, retail stores and restaurants in order to meet our goals and accomplish our

    objectives for the quarter. Our overall strategy is to build awareness of the event and make

    sure people know what the Oyster Festival has to offer, where and when it is held, and most

    importantly, that it will benefit OPTIONS Family of Services.

    Tactics (Deliverables)

    Because OPTIONS has been planning the logistics of this event for months prior to our

    collaboration, most of the promotional materials/press releases have already been created and

    distributed. Our team will be responsible for recruiting the 10 retail vendors and 10 food

    vendors, as well as reaching out to restaurants to get 10 participants for the Best Oyster of the

    Central Coast competition. We plan to create an email blast (using Constant Contact) as well as

    a mailer/letter for each of the three aforementioned audiences to explain the parameters of

    participation and gauge interest. We will also be involved in setting up and facilitating oystertasting with Jacqueline, the judge and the restaurants interested in entering the competition.

    We hope to solidify all vendors and participants by May 25th

    . If time permits, we will also post

    some of the pre-existing promotional flyers and posters around campus, to inform students of

    the event.

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    OPTIONS PR Plan, Spring 2012 5

    Addendums

    Timeline:

    Week 4 Finalize PR Plan. Research and compile list of restaurants and retailers.

    Week 5 Begin drafting content for vendor email blast and letter. Post flyers on campus.

    Week 6 Send out Constant Contact email. Get finalized letter to Jacqueline to be printed and

    mailed from OPTIONS office (May 1st

    ).

    Week 7 Help facilitate and attend Best Oyster of the Central Coast tasting. Follow up with

    interested food and retail vendors.

    Week 8 Deadline for vendors (May 25th

    ).

    Week 9 Evaluate success of outreach campaign.

    Week 10 Final.

    Week 11 Oyster Festival (June 16th

    ).

    Because of the May deadline, well have plenty of time to measure our success before the CCPR

    May 31st

    deadline. The event is June 16th

    , and we both plan on attending!

    Key Messages:

    Central Coast natives and tourists should attend the first-annual Oyster Festival because itguarantees a day of fun and offers something for everyone. In addition to providing a wide

    variety of oysters, the festival will feature a full bar, 40+ local restaurants, chefs and retail

    participants, a Shuck and Slurp contest, music by Walk Off The Earth and other bands, and a

    stage and gazebo designed and constructed by the famous Do LaB. It is located on the beautiful

    Morro Bay Golf Course with ocean views.

    It is affordable at $20 a ticket for an attendee, $450 for a retail vendor and $850 for a food

    vendor. By participating, vendors and restaurants will be exposed to thousands of potential

    consumers. Select restaurants will also have the opportunity to gain exposure, acclaim and

    media attention by participating in the Best Oyster of the Central Coast competition.

    The event benefits OPTIONS Family of Services, a worthy non-profit organization that provides

    much-needed services and support, including occupational and physical therapy and job

    placement, housing, extra-curricular activities and special events to the developmentally

    disabled on the Central Coast. They have a reputation for sponsoring popular and successful

    events in the community, such as That 80s Thing and the Avila Beach Music Festival.

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    OPTIONS PR Plan, Spring 2012 6

    References:

    Our point of contact at OPTIONS is Jacqueline Delaney, the Marketing Director. She can be

    contacted by emails [email protected] by phone at (805) 772-6066 x 101 (work) or

    (805) 459-0701 (cell). She has been our primary source for the information included in this

    Strategic Plan. We also referenced pre-existing Oyster Festival documents (fact sheet,

    promotional poster, press release) and information from the Fall 2011 CCPR binder. Wecontacted the Morro Bay Golf Course to determine the acreage of the course and checked

    YouTube for the exact number of views of the Walk Off The Earth video.

    mailto:[email protected]:[email protected]:[email protected]:[email protected]