OPTIONS PR Plan, Spring 2012
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 takeplace on June 16
, 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 20minutes 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 Father’s Day
Weekend, which may threaten attendance as people might be traveling to visit family or haveother plans. This presents a very real challenge: convincing people to spend their Saturday atthe Oyster Festival, as opposed to somewhere else.While the tickets are fairly affordable at $20, the vendor fees are more expensive at $850 forfood vendors and $450 for retail vendors. This may pose a threat to participation, if localbusinesses cannot justify spending the money in the current economic downturn, especiallysince this is the first annual Oyster Festival and therefore has no past measured success toensure.
a result of the aforementioned budget cuts, OPTIONS’
primary goal (in addition to providingquality services) is to increase fundraising. Their goal for this quarter and the remainder of theyear is to make the first annual Oyster Festival as profitable as possible, through maximumticket sales, to both attendees and vendors. In the next few years, they hope to continue toexpand this event and sponsor more like it to raise funds to continue fulfilling their mission.
OPTIONS’ objectives are as follows:
Sell a minimum of 3,000 GA tickets (at $20) to the Oyster Festival on June 16
(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 “BestOyster of the Central Coast” competition
during month of May. The winning oyster willbe featured at the festival for patrons to purchase.
Due to the accessible nature of the event, our target audience is fairly broad in that it rangesfrom Gen Y and Gen Z high school and college students to Baby Boomers. The event is relativelyinexpensive ($20), features something for almost everyone (live music, artistic structures, fullbar, oysters, etc.) and appeals to all-ages. Therefore, the ideal attendee is anyone with aninterest in the aforementioned things with a disposable $20 and means of transportation toMorro Bay. That being said, past events have shown that the most likely attendees will fall