PLANBOOK FOR

Bywater Art Walk

Kirsti Ortego account liaison Samantha Rebowe strategy director Jayme Tumminello strategy director Rachael Stanton writing director Austin Leigh Fairey design director !"

Introduction Research Situation Analysis Target Audience/Publics General Plan Deliverables References

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INTRODUCTION
OVERVIEW OF CLIENT
This semester, BR PRessworks client was the nonprofit, Bywater Community Development Corporation. Our firm worked with the nonprofit organization to promote SCVNGR, a geolocation-based application for smartphones that allows people to interact with their community by completing a trek by completing challenges. Bywater Community Development Corporation is comprised of a group of neighbors and area supporters. It offers small grants to a number of good causes in the neighborhood. Currently, they support the St. Claude Art District, Silence is Violence, NolaVie-Life and Culture, Homer A. Plessey School, ChazFestLocal Music Fest and New Orleans Daiquiri Fest (Bywater community development corporation, 2012.)

MISSION STATEMENT
The mission of the Bywater Community Development Corporation is to promote the safety and well being of all New Orleans' Bywater residents by nurturing a sense of community through strong support for the arts, commerce, home ownership, and education, (Bywater community development corporation, 2012.)

HISTORY

The Bywater Community Development Corporation was officially established as a nonprofit organization on April 17, 1998. In 2005, the organization became inactive pending reorganization as a number of board members were dislocated in a series of hurricane evacuations. Bywater Community Development Corporation was re-established in 2010 under the guidance of Jim Kitto. The current board of directors includes John Guarnieri as operations manager, Skip Henderson who was co-founder of the Bywater Community Development Corporation, as well as board members Anne Gisleson, who teaches writing at New Orleans Center for Creative Arts and Athena Antippas, who is a school counselor at the International School of Louisiana. Tourists and residents from surrounding parts of the city are steadily discovering the neighborhoods old-time charm. (Bywater community development corporation, 2012.)

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CULTURE OF ORGANIZATION
The Bywater Community Development Corporation, a branch of the Bywater Neighborhood Association, works to provide a sense of community through the arts. When the nonprofit first began, the main goal was to improve the area from Press St. to Poland Avenue at the Industrial Canal. The ultimate goal was to establish ties with the Greater New Orleans nonprofit community. After Hurricane Katrina, survivors flocked to the Bywater area as it was less affected by the storm due to its high elevation closer to the Mississippi river. The area is located to the east of the French Quarter with a mix of blue collar individuals and more recent bohemian arrivals. The area saw an increase in musicians and artists as soon as the French Quarter became too pricy. The Bywater is home to many art galleries, restaurants, pubs and even the famous St. Roch Cemetery. (Bywater community development corporation, 2012.)!

FINANCES
The Bywater Community Development Corporations is a nonprofit, 501(c)3, charitable organization. It is considered an independent corporation. Contributions to this nonprofit are deductible. The asset range for the Bywater Community Development Corporation is from $25,000 to $99,999. The asset amount is $25, 327. The income range is from $1 to $9,999. The income amount is $29. The average revenue amount for the Bywater Community Development Corporation is $0. The average revenue amount for all New Orleans nonprofits is $196,845 (Bywater Community Development Corporation, 2012.)

ECONOMIC AND POLITICAL INFLUENCES

The Bywater Community Development Corporation has many economic influences that help keep the organization afloat. There is an annual newsletter that serves as a pivotal fundraising arm. An individual subscription is $15 and a household subscription is $20. Another way they make money off of the newsletter is by advertising. Commercial advertising rates are as follows: $650 for a full page, $400 for a half page, $250 for a fourth of a page, $140 for one eighth of a page and $85 for a business card. The numerous events and festivals also serve as a major fundraising tactic. PhotoNOLA is an annual photography festival where photographers pay for a space to sell their photographs. Mirliton Festival is also a popular event. It is the celebration of Bywater food, music, art and mirlitons. Local eateries, many showcasing the mirliton, a locally grown vegetable, come out and sell at the event. The money raised goes back to the Bywater Community Development Corporation or local Bywater establishments. St. Claude arts district, the focus of our SCVNGR event, is also a lucrative occasion. The artists rent the space and, in return, get money for their sold art. All of these activities have a positive economic impact on the success of the Bywater Community Development Corporation.

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The area gained significant political influence when its population increased rapidly after Hurricane Katrina. The Bywater neighborhood had little damage so it became a prime spot for people to relocate. It was often referred to as, The Sliver on the River. The area also has historical importance because it is home to the site where Homer Plessy was removed from the railroad car for violating the Separate Car Act. There is now a historical marker located in the Bywater to commemorate this pivotal moment in American history that influenced the separate but equal doctrine.

PUBLIC OPINION
Individuals who appreciate the varied charm of historic New Orleans architecture often find property in other parts of the city priced beyond their budgets. In contrast, the inexpensive real-estate in Bywater has brought a number of new homeowners. This leads to continued renovation/restoration of historic structures and preservation of the neighborhood as a whole. Besides the attraction of its buildings, the area offers several popular restaurants, grocery stores, schools and churches. A ten minute drive will bring you to the Central Business District, making Bywater one of the most convenient residential areas for downtown workers. The Bywater is one of the city's "hidden" assets. Residents are continually looking for new, innovative ways to improve and preserve the neighborhood.

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RESEARCH
SECONDARY RESEARCH
On Sept. 13, 2012, team members of BR PRessworks met with Ms. Cindy Denney, director of High Hat Management, representing Bywater Community Development Corporation. We discussed creating an event using the SCVNGR application to promote the Bywater area. We established goals for the organization and reviewed their mission statement. Denney was very enthusiastic about using the new mobile gaming application with BR PRessworks. We discussed possible dates, treks and venues for our event. The team also planned a date to visit the Bywater area to plan out our treks and to get a feel for the artistic area. On Oct. 3, 2012, BR PRessworks met with Denney again in the LSU Student Union. In this particular meeting, we decided to solidify our plans for the SCVNGR event. As a group, we decided Nov. 10, 2012 would be our official event date. The tentative time was 5:30 p.m. We also decided to partner with the Art Crawl, which happened on the same date. Our plan was to use the SCVNGR treks to promote and get locals involved in the Art Crawl. Denney mentioned that our goal for this event would be to get the Bywater area and the Community Development Corporation events on the map. Before the event, many people were unaware of this area brought to the city of New Orleans, La. According to Denney, it was also important that we grasp the mindset of the Bywater neighborhood. Their main mission is preservation, to keep historical places alive and to keep traditional events in the area. Even though they want to maintain their historical identity, they want to adopt new age technology and media. A successful balance was needed for the corporation and the festivities to be successful. ! Denney was extremely enthusiastic to work with BR PRessworks. She was pleased with our active usage of Twitter, Facebook and Instagram to promote our SCVNGR event. According to Denney, this was the biggest promotion tactic ever used to advance the Bywater Community Development Corporations mission.

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MEDIA RESEARCH
Previous events associated with Bywater Community Development Corporation include PhotoNOLA, The Mirliton Festival and The Hot 8 Brass Band Photo Contest. PhotoNOLA is an annual festival of photography in New Orleans, coordinated by the New Orleans Photo Alliance and affiliated with galleries, museums and photographers throughout the city. In 2012, the festival took place Nov. 29 through Dec. 2. Many of the events were free or no cost and most were open to the public. The Gambit Weekly included PhotoNOLA as its lead pick in their 7 on Seven; a listing that describes seven things to do in seven days (Bywater community development corporation, 2012.) The Mirliton Festival is a celebration of Bywater food, music, art, family, friends and mirlitons, a native Louisiana vegetable. The festival took place on Nov. 3, 2012 from 11 a.m. to 7 p.m. and featured local cuisine that included the mirliton as the primary ingredient. Gambit Weekly also covered The Mirliton Festival. Nola.com wrote multiple stories promoting the festivals musical line-up and advertising the featured cuisine. (Bywater community development corporation, 2012.) The Hot 8 Brass Band Photo Project was initiated by the Bywater Community Development Corporation and awarded a $2,500 grant to the Dinneral Shavers Education Fund. Dinneral Shavers is best known as the founding member of the Hot 8 Brass Band. Shavers created music programs for poor local youths in the city of New Orleans. The Hot 8 Brass Band Photo Project benefits music education in New Orleans. No media coverage could be found of this project, but the Dinneral Shavers Education Fund continues to benefit from the Bywater Community Development Corporations partnership (Bywater community development corporation, 2012.) Nola.com and The Times-Picayune published a story about St. Claude Open Studios on Nov. 7, 2012. The story listed the artists and exhibits that would be participating in the Nov. 10, 2012 event. Also, Visit Louisiana placed St. Claude Open Studios Tour on their event calendar (MacCash, 2012.)

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MEDIA LIST
New Orleans has many various media outlets that BR PRessworks contacted to promote the Bywater Art Crawl. We selected media outlets that we thought would be interested in the Bywater Community Development Corporation and the SCVNGR campaign. We comprised a detailed list of newspapers, radio stations and television stations in the New Orleans area and how to reach them. Nola Media Group Contact: Jim Amoss, Editor/Vice President of Content Phone: 1-800-925-000 Email: circulation@nola.com ! The Times-Picayune Contact: Ann Maloney, Entertainment Editor Phone: 1-800-925-0000 Email: classified@timespicayune.com ! Where Yat Contact: Joash Danzig, Editor-in-Chief/General Manager Phone: (504) 891-0144 Email: josh@whereyat.com !! B97 FM Radio Wendy Duhon, General Sales Manager Phone: (504) 260-9797 Email: WendyDuhon@B97.com ! Gambit Weekly Contact: Kevin Allman, Editor Phone: (504) 486-5900 Email: KevinAllman@gmail.com ! WGNO TV Contact: Ricky Barber, WGNO Chief Engineer Phone: (504) 525-3838 Email: wgno-tv@tribune.com

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SITUATION ANALYSIS
The Bywater Community Development Corporation faced challenges internally and externally. Internally, the Bywater Community Development Corporation lacked the staff and support to operate at its full potential. Externally, the organization received no funding from the state. The Bywater Community Development Corporation lacked positive media coverage and failed in comparison to other larger New Orleans nonprofits. We found the challenges the Bywater Community Development Corporation faced were actually to its advantage. The fact that the Bywater Community Development Corporation was a small nonprofit that lacked media coverage allowed us to create exposure for the organization. We used these findings to create a positive image for Bywater in the New Orleans area.

Strengths
Supported many events and organizations such as: PhotoNOLA, Mirliton Fest, St. Claude Arts District, Silence is Violence, NolaVie-Life & Culture, Homer A. Plessey School, ChazFest-Local Music and N.O. Daiquiri Fest. Initiated Hot 8 Brass Band Photo Project and awarded a $2,500 grant to the Dinerral Shavers Education Fund, a fund established in memory of Dinerral Shavers to benefit the cause of music education in New Orleans. Kept the public up to date with news links about Bywater neighborhood on the Facebook page. Protected the Bywater neighborhood by nurturing a sense of community through strong support of the arts, commerce, home ownership and education.

Weaknesses
Failed to reach a variety of demographics. The older demographic had a bad image of the Bywater area, and the younger demographic did not know much about the history of the Bywater area. Lacked in number of employees, which created problems for the Bywater Community Development Corporation. Failed to have consistency as to who would staff event because all labor was volunteer. Neglected to update Facebook page and website, leading to minimum social media interaction with Bywater Community Development Corporation followers. Received little help or attention from the city of New Orleans. Other larger nonprofits had an advantage. Limited number of festivals the Bywater Community Development Corporation can promote and put on. Lacked to expand advertising about their social influences in the community. *"

Opportunities
Supporting more organizations and becoming involved in more local events. Opening joint ventures with several other nonprofits. Coordinate with SCVNGR to advertise throughout New Orleans. Continue to venture into other surrounding areas of the Bywater in order to gain support. Being more responsive to social changes and innovative technology.!

Threats
Other nonprofits who support the arts, commerce, home ownership and education posed threats to the Bywater Community Development Corporation. Other festivals in New Orleans that were going to fall on or near the same date as the Bywater Community Development Corporations SCVNGR event could have threatened the outcome of participants. Adjacent neighborhoods could potentially have influenced the Bywater Community Development Corporations support. Other applications such as Foursquare could have threatened participation in SCVNGR.!

PROBLEM STATEMENT
This research leads us to believe that the Bywater Community Development Corporation needed us to launch a promotional campaign to let locals know who they were as an organization and community. We needed to promote to a younger demographic. We needed to use SCVNGR to raise awareness, promote and improve the image of the Bywater area and the Bywater Community Development Corporation. We needed to better and more frequently update the Bywater Community Development Corporations social media outlets because the website was too static.

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TARGET AUDIENCE/PUBLICS
BR PRessworks main target audience is the local Bywater residents. We decided to target locals because they were the people who cared about the Bywater area. They wanted to see their community thrive. !The majority of people in the Bywater area came back after Hurricane Katrina to rebuild the area. We gathered information on our audience(s) from the most recent census taken in 2010. The female to male ratio in the Bywater area was 45.8 percent to 54.2 percent, respectively. The largest percent of residents in the Bywater area ranged from ages 18 to 34. The younger demographic made up 29.6 percent of the Bywater population. The next highest percentage age group was 35 to 49 years old. The middle age demographic comprised 26.8 percent of the population. We chose to target the younger demographic because we felt they would more easily be influenced by our tactics. According to the 2010 census, the largest race represented in the Bywater area was Caucasian. African Americans comprised the second largest population. We chose to target both of these because they made up 89.2 percent of the Bywater population. We found the majority of the Bywater population was made of young social entrepreneurs looking for ways to help out the Bywater and New Orleans area. The Bywater Community Development Corporation and BR PRessworks wanted to focus on these locals; we knew they could help support the Bywater Community Development Corporation because they cared both about the financial and social aspects of the Bywater area.

SECONDARY RESEARCH ON AUDIENCE(S)

The Entrepreneur After Hurricane Katrina, young entrepreneurs came back to New Orleans, particularly the Bywater area due to the shotgun housing that withstood the storm, to restore the area. New Orleans emerging business culture can be attributed to the large presence of growing enterprises. We particularly targeted young entrepreneurs because they had the means to help Bywater Community Development Corporation get the Bywater area back to its prime (Culture-a creole neighborhood, 2011.) Entrepreneur behavior and habits In researching the entrepreneur, we found there were different types of entrepreneurs. Some entrepreneurs want to revolutionize the business world, and some focus on their own specific businesses. The particular entrepreneur we chose to focus our attention on was the social !!" entrepreneur (Litwin, 2012.)

Entrepreneur behavior and habits In researching the entrepreneur, we found there were different types of entrepreneurs. Some entrepreneurs want to revolutionize the business world, and some focus on their own specific businesses. The particular entrepreneur we chose to focus our attention on was the social entrepreneur (Litwin, 2012.) Social entrepreneurs goal is to tackle problems to create social change. They are driven by their ideas and efforts to change the community. These business professionals are risktakers who want to make a difference through their efforts. Social entrepreneurship is becoming increasingly popular among the younger generation because they feel that they want to have meaning and significance to the work that they do in their lives (Social entrepreneurs change, Iol.co.za.com.) Social entrepreneurs helped solve some of the problems that New Orleans faced after Hurricane Katrina. These were the people who wanted to come back to New Orleans and Bywater area and make a different. They came back determined to rebuild the economy. The social entrepreneurs were focused on creating long-term solutions for the problem in the Bywater area. They were not looking for a temporary fix. These social entrepreneurs knew what was going on in the Bywater area and wanted to be involved. These were the types of people we wanted to get involved in our SCVGNR trek. We were creating awareness to help Bywater Community Development Corporation create long-term relationships. (Bywater neighborhood association, 2012.) Psychographics SENO is excited for the creative synergy and collaboration that will happen when like-minded people are working together in proximity to solve our citys most pressing social and environmental challenges, (Adriana Lopez, Social Entrepreneurs of New Orleans, Nolavie.com.)

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Entrepreneurs are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Entrepreneurs are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life, (Strategic business insights, 2012.) How we reached them We reached these young business people through our promotional pieces. We provided Bywater with these pieces to promote the Bywater Art Walk on St. Claude Main Street. We aimed at targeting them through this art walk. We wanted to give them a way to connect with the young members of the Bywater community, encouraging them to become active in community events.

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GENERAL PLAN
GOALS
BR PRessworks wanted to incorporate SCVNGR into the Bywater Community Development Corporation Art Walk in a way that is informative and entertaining for all attendees, especially for locals for the neighborhood ages 18 to 34. We also wanted to gain media attention to the Art Walk through various promotional pieces and informing local media outlets about our SCVNGR event and have attendees participate in the SCVNGR trek and challenges at the Bywater Community Development Corporations Art Walk. !

OBJECTIVES
To create awareness for the Bywater Community Development Corporation among 60% of the Art Walk attendees on Nov. 10, 2012. To create a 70% favorable ranking with the clients of the Bywater Community Development Corporations name by the day of the Art Walk. To have at least 60% of the Art Walk attendees participate in BR PRessworks SCVNGR trek. !

STRATEGIES
Communication PlanBR PRessworks created a trek to help the Bywater Community Development Corporation promote the Bywater area. The trek includes stops at local art galleries in the Bywater area. The challenges on the SCVNGR app help engage our target audience of young entrepreneurs and guides them around the Art Walk. After completing the trek, the participant with the most points will be awarded a grand prize. Themes

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TACTICS
News release Send at least 5 weeks before event. The recipients should include Nola Media Group, The Times-Picayune, Where Yat, B97 FM Radio, Gambit Weekly and WGNO TV. Use this release to announce launch and provide logistics. Print out at least 50 copies. Pass out to participants and attendees at the event.

Brochure

Advocacy piece-letter to the editor

Create piece no later than a month prior to event. Be sure to focus on how the event will benefit the Bywater area. Make two months prior to event so it can serve as a save the date. Send to donors, local venues and event participants. Print out at least 50 copies three weeks prior to event. Leave at local shops and galleries. Hang them one week before to avoid weather trouble. Print out at least 50 copies three weeks prior to event. Have it serve as a companion to the other flier and leave at local shops and galleries. Hang fliers one week before to avoid weather trouble. Be sure to include a map, QR code and downloading instructions. Be sure to send this at least two months prior to event in order to give substantial time for funds to arrive. Send to donors, entrepreneurs and locals. Be sure to focus on what the donations are for. Be sure to draft at least a month before the event. Make sure to include links to local and relevant places that will appeal to our audience.

Postcard

Art Walk flier"

SCVNGR flier

Fundraising letter

Social media release for art walk

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DELIVERABLES
News release: The news release for the launch of the SCVNGR trek at Bywater Community Development Corporations Art Walk was prepared for the Nola Media Group and Gambit Weekly. The releases theme was a standard news release format that used BR PRessworks letterhead. ! Brochure: The brochure explained in detail what places the SCVNGR trek would include, a map of the area and some background information on the Bywater Community Development Corporation. The brochure was a tri-fold with a pale yellow background and used Times New Roman gold font for the title. ! Advocacy piece-letter to the editor: The letter was sent to the editor of the Times-Picayune to introduce the SCVNGR app and Bywaters Art Walk. The letters theme was in standard letter format that used BR PRessworks letterhead. ! Social media release: The social media release was sent to Jim Amoss at Nola Media Group. It was intended for the media to release information to our target audience, local Bywater residents that include young entrepreneurs. The release included links to videos about Vaughns, Desire Market and Voodoo in the Bywater area. The theme encompassed our overall theme for the Art Walk and was formatted in a standard social media release form. ! Postcard: The Save the Date postcard was an advertisement for the SCVNGR trek at the Art Walk. This postcard was an easy way to target the 18-25 year olds who might not know about the event and to inform them of the SCVNGR trek. An eye-catching title with a light red and tan logo was used to get the attention of the reader. ! Art Walk flier: A generic flier was created to promote the Art Walk on St. Claude. This flier displayed the event details and let readers know how to become involved. The local neighborhood residents were the target audience for this flier. It was used to engage local artists, vendors and attendees to participate. !

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SCVNGR flier: The flier explained what SCVNGR was and how to download it. It included a QR code to redirect attendees to the app store to download the application. The theme only represented SCVNGR and had basic black text on a white background. Fundraising letter: A letter was sent to Kathryn Kissam, the director of Denovo Communications, in hopes to receive donations to contribute to our grand prize for the SCVNGR event during the Art Walk. The theme was a traditional fundraising letter that used BR PRessworks letterhead. The message stated Bywater Community Development Corporations theme and their activities. It also explained the SCVNGR application and BR PRessworks plan for the event.

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REFERENCES
Bywater community development corporation New Orleans, Louisiana. (n.d.). Retrieved from http://non-profit-organizations.findthebest.com/l/1300645/Bywater- CommunityDevelopment-Corporation Bywater community development corporation. (2012). Retrieved from http://bywatercdc.org/index.html Bywater neighborhood association. (2011). Retrieved from http://www.bywaterneighbors.com/ Culture-a creole neighborhood. (2011). Retrieved from http://bywater.org/ Litwin, S. (2012, April 2). Partying in bywater. Retrieved from http://nolavie.com/tag/bywater-cdc Lopez, A. (2012, April 12). Social entrepreneurs of new orleans make significant economic and cultural impact. Retrieved from http://www.nolavie.com MacCash, D. (2012, November 7). St. claude ave. art studio tour and gallery openings saturday (nov. 10). Retrieved from http://www.nola.com/arts/index.ssf/2012/11/ st_claude_ave_art_studio_tour.html Martin, M. (2012, November 1). St. claude avenue, new orleans - st. claude celebrates the arts: Open studios and night market. Retrieved from http://www.crt.state.la.us/maintomainschedule_details.asp?EventID=2583&view=C Prieto, L. C., Phipps, S. A., & Friedrich, T. L. (2012). SOCIAL ENTREPRENEUR DEVELOPMENT: AN INTEGRATION OF CRITICAL PEDAGOGY, THE THEORY OF PLANNED BEHAVIOR AND THE ACS MODEL. Academy Of Entrepreneurship Journal, 18(2), 1-15 Social entrepreneurs change the way the world is working. (29, November 2012). Business Report. Retrieved from http://www.iol.co.za/business/business-news/social-entrepreneurschange-the-way-the-world-is-working-1.1432535 Strategic business insights. (2009-2012). Retrieved from http://www.strategicbusinessinsights.com/vals/ustypes/innovators.shtml

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