You are on page 1of 95

TABLE

OF CONTENTS

Executive Summary..............................................

Background Information..................

University of West Florida...............

UWF Historic Trust............

Arcadia Mill/ SRHS Future ........................................................................
Imogene.........

4
4
5
6
6

Introduction..............

Comparative Analysis..........

SWOT Analysis..........

13

On-Site Visit................

18

Recommendations.............

22

One-on-One Interviews..................

Focus Groups...........
Appendix A, SWOT Analysis..........

15

19

24

Appendix B, One-on-One Interviews......

26

Credentials........

32

Appendix C, Focus Groups ................................................................

27

EXECUTIVE SUMMARY
The 2014 Wellspring Campaigns class is offered to seniors at the University of West
Florida. Ten students in the public relations degree program at the University of West
Florida have been hand-selected to participate in this capstone class, which functions
similarly to a public relations agency. The course instructor, Mrs. Eileen Perrigo, chooses
a non-profit under the classification of 501(c)(3), and selects qualifying students for the
organization.Once the organization and students are chosen, the Wellspring team begins
the process of creating a campaign for the client, which, in this case, is The Imogene
Theatre. Wellspring PR will conduct the entire campaign during the spring semester and
present the final results to the Santa Rosa Historical Society board of directors on April
30, 2014.
The purpose of this report is to investigate attitudes and awareness of The Imogene
Theatre among residents of Northwest Florida, especially Milton and surrounding areas.
Wellspring PR conducted primary research, which included a SWOT analysis of the
Historical Societys board members to identify strengths, weaknesses, opportunities,
and threats in relation to the theatre; one-on-one interviews with opinion leaders in
the communty; two focus groups surveying community members on ideas and future
endeavors of the theatre; and an on-site visit of The Imogene. Wellspring PR conducted
this research from January 15 to March 15.
Also, secondary research was conducted that included a comparative analysis, which
allows Wellspring to compare The Imogene to similar theatres and learn from the success
of other artistic non-profits. The team also evaluated background information on the
Historical Society, focusing on The Imogene.
Findings from the research shows that residents of Northwest Florida feel positively
about The Imogenes future and would attend the suggested events. However, the
campaign needs to focus on bringing awareness of The Imogene to the community.
Wellspring PR is extremely confident in the success of the campaign, the implementation
of the recommendations, and the future of The Imogene.

INTRODUCTION
Wellspring PR began its campaign process by thoroughly evaluating and learning about
The Imogene Theatre and the Santa Rosa Historical Society.
The Imogene Theatre was renovated after a second fire damaged it in 2009. The
restorations were completed to reflect the time period of when the theatre was first built
and stands in beautiful condition today. Unfortunately, many of the citizens in Santa Rosa
County are not aware of everything this stunning venue has to offer. Utilizing several
research methods, the Wellspring PR team began work to determine the reasons why the
theatre is not well known to the public. The team then used findings from this research to
establish effective techniques to improve The Imogene.
Wellspring PR chose several forms of primary and secondary research in order to define
areas of the theatre that could be improved through this campaign. These research
methods were produced, conducted, and examined by the team to serve as a gateway in
constructing the overall campaign.
The following pages in this research report explain, in detail, the results of the research,
along with recommendations based on the information gathered. Background information
is provided on the University of West Florida, Wellspring PR, and The Imogene
Theatre. Each form of research is individually discussed, and precedes Wellsprings
recommendations for The Imogene.

BACKGROUND INFORMATION
UNIVERSITY OF WEST FLORIDA
The University of West Floridas mission is to provide students with quality learning
experiences in order to engage in opportunities and partnerships that further advance the
success of the student and of the community.
UWF is 1 of 12 universities that make up the State University System of Florida. In
April 1965, UWF broke ground in Pensacola. Classes started in the fall of 1967. In 2012,
UWFs enrollment reached approximately 12,800 students. These students make up a
diverse population, representing all 50 states and 57 different countries. The university is
divided into three colleges: the College of Arts and Sciences, the College of Professional
Studies and the College of Business. Currently, UWF offers more than 45 undergraduate
degrees, 25 masters degrees, two specialist degrees and a doctorate in education. These
programs are available in three locations: one on the main campus by the Escambia
River, one in downtown Pensacola, and one on the Emerald Coast.
In 2008, Dr. Judy Bense became the fifth president of UWF. Since then, she has aided the
expansion of the university and has partnered with local organizations and businesses.
Her work includes purchasing the Scenic Hills Country Club, joining with the University
of South Florida to offer a Physical Therapy Partnership Program, and continuing work
with the historic Arcadia Mill Complex in Milton. As recently as Spring 2014, Bense
named a head coach for the incoming UWF football team, which is scheduled to start in
2016. These plans and projects are part of the universitys vision for enhancing student
life and the traditional collegiate experience for students, alumni, faculty, staff and the
community.

UWF HISTORIC TRUST


The following information about the UWF Historic Trust was obtained through an
interview on February 28, 2014 with Robert Overton, Jr., Associate Director of West
Florida Historical Preservation, Inc. He provided information to Wellspring PR that dealt
with how the Historic Trusts adoption process works.
For any organization that is seeking to become a member of the University of West
Floridas Historic Trust, the first step is to contact the Vice President for University
Advancement. Currently, Dr. Brendan Kelly holds this office. In order to gain the
approval of the Vice President, the organization must demonstrate how it can further
UWFs goals by offering students more learning opportunities, unique educational
experiences, and more communities in which to perform outreach.
Once the Vice President accepts the organizations bid for acceptance into the Historic
Trust, the University will begin working on the necessary budgeting steps that must
happen next. The organization must be placed on the budget priority list so that the
Florida State Legislature can consider it for state funds. Furthermore, the organization
must be appraised of how much money it will take to pay for annual operation and
maintenance. This action is necessary so that those members going before the Florida
Legislature can have a set monetary amount for which to lobby.
If the legislature approves the funding, the annual allotment of state funding for the
organization will be given to the University of West Florida, who then bequeaths said
funds to West Florida Historical Preservation, Inc. This entity maintains and operates
the organization from this point forward. The entire process can take anywhere from 2-4
years.

ARCADIA MILL/ SRHS FUTURE


Several years ago, Arcadia Mill became a part of the University of West Floridas Historic
Trust. This organization underwent and thereby standardized the process explained
previously. Arcadia Mill has flourished under the guidance of the Historic Trust, while
maintaining their status as a 501(c)(3) nonprofit that can apply for its own grants and
funding.
In the event that the Santa Rosa Historical Society chooses to apply to become a part of
this adoption process, the UWF Historic Trust would handle most of the steps involved.
The board of the Santa Rosa Historical Society would ultimately become an entity within
the Historic Trust.

IMOGENE THEATRE
The Imogene Theatre was built in 1912 as part of a reconstruction project after a fire
devastated downtown Milton in 1909. Originally called The Milton Opera House, the
theatre hosted travelling vaudeville shows and silent films and also housed local retailers
during the day. In 1921, the theatre was purchased by the Gooch family and renamed The
Imogene, after Mr. Goochs daughter.
In 1946, The Imogene closed due to the opening of a new theatre in the downtown area;
however, its retail spaces remained open until 1980 when the building was completely
shut down. The theatre was purchased by the Santa Rosa Historical Society in 1985.
Though in poor shape, the SRHS acquired state grants and enlisted the assistance of the
local community to help restore The Imogene and eventually reopened the theatre in
1987.
In 2009, tragedy struck, as another fire tore through downtown Milton and almost
destroyed The Imogene. Again, the SRHS pulled together to raise funds to rebuild The
Imogene to its original condition. Through the perseverance of the Historical Society, The
Imogene was able to reopen again in 2012. It is now more beautiful than ever and ready
to play host to the Northwest Florida community.

COMPARATIVE ANALYSIS
This comparative analysis highlights three historic theatres in the United States with
features and demographics similar to The Imogene Theatre in Milton, Florida. The
purpose of this research is to inform the reader of how theatres similar to The Imogene
have created and maintained success with event attendance, volunteering, memberships,
and donations. The main forms of communication used during this process were e-mail,
telephone, and each theatres website. All data was collected throughout January,
February, and March 2014.
The first theatre highlighted in this analysis is the Strand Theatre in Georgetown, South
Carolina. The Strand was originally built in 1941 as a movie theatre. The theatre closed in
the 1970s. Within two years, the historic building was renovated to accommodate theatre
performances. The Strand Theatre is a member of the League of Historic American
Theatres as well as the National Registry of Historic Places. Upon completion of
renovations in 2013, the Strand Cinema was added and introduced to the public.
Following the Strand Theatre is a synopsis of the Showboat Theatre in Fort Polk,
Louisiana. The Showboat is a dinner theatre that opened in 1977 and entertained the Fort
Polk community for 24 years before being demolished in 2001. The theatre has since
found a new home and held a ribbon-cutting ceremony in 2013 to showcase its reopening
to the public. The theatre features its original sign from 1977, along with old newspaper
clippings of performances from the 70s which hang along the theatre walls.
Lastly, built in 1902 by Andrew Carnegie, Carnegie Hall began as the Lewisburg Female
Institute and was later named Greenbrier College for Women. By 1983, Carnegie
Hall became a not-for-profit center for education and the arts, and now hosts classes,
workshops, art exhibits, independent film series, and education programs.

STRAND THEATRE IN
GEORGETOWN, SOUTH CAROLINA
http://www.swampfoxplayers.com/
Theatre Features
* 172 seats in the theatre, additional 55 seats in balcony
* Theatre production house
Overseen by the Swamp Fox Players, a non-profit organization.
Produces staged plays and musicals
* Cinema
Shows recently released independent and foreign films
Tickets
* Plays: $15
* Musicals: $18
* Movies: $7
Membership
* Regular Membership
Donation: $100
Receive founding membership card
Receive two $5 tickets to every film title for the year
Receive discounts from participating businesses surrounding
theatre
* Sponsor Membership
Donation: $300
Regular membership benefits
Member name in opening of every film shown for the year
Member name listed as primary sponsor of one film that year
* Sponsorship of productions
Bronze Performance Sponsor: $1,000
Silver Performance Sponsor: $1,200
Gold Performance Sponsor: $1,600
Platinum Performance Sponsor: $2,000

Silver Season Sponsor: $3,000


Gold Season Sponsor: $5,000
Advertisements: In 4 playbills for the year

- 1/8 page: $100

- 1/4 page: $175

- 1/2 page: $300

- Full page: $500
Volunteer Base
* Board of Directors: 13 members
* Production Committee: 22 members
Staff: Theatre Manager

Showboat Theatre in Fort


Polk, Louisiana
http://www.library.beau.org/~david_ro/Showboat.html
Theatre Features
* Seats 90
* Cast and crew of productions consist of various kinds of volunteers.
* Four plays produced each year, usually once every 3 months
* Types of Performances
Both dinner and non-dinner performances
Reservations required for dinner performances (7 days in advance)
Walk-ins welcome on non-dinner performance night
* Production Nights
Opening night takes place on Friday and runs for 3 weekends
Opening and closing Friday nights are non-dinner performances
Tickets
* Dinner shows
Children (under 12 years): $25
Adults: $30

* Non-dinner shows
Children (under 12 years) $5
Adults: $10
Rental Information
* Theatre room
Four hours: $75
Seats 170
* Upper room
Four hours: $50
Seats 60
Donations & Volunteer Base
* Donations made through Directorate of Entertainment Branch
* Volunteering
Large volunteer base
No online volunteer form, so one must contact them for information
Staff
* Theatre Specialist
* Recreation Director/Entertainment Specialist

Carnegie Hall in
Lewisburg, West Virginia
http://www.carnegiehallwv.com/
Theatre Features
* 6,004 square feet and seats 338
* Hosts classes and workshops (dance, pottery, art, etc.)
* Theatre spaces
Auditorium
Old Stone Room (parties/receptions)
Two classrooms

10

3 studios (dance, pottery and Kellar Art Studio)


Green Room (private meeting space)
Museum
Ivy Terrace (lawn and fountain space)
* School partnership programs
Spotlight on Schools-Performances for school children
Creative Youth-Art exhibit for school students grades 4-12
Tickets
* Season tickets
* Pay What You Can Concerts
* Lunchtime Programming-Free Admission/Weekly
* Performance Season
Concerts: $13-$35
Events: $35-$50
Rental Information
* Extensive rental rate charts in appendices
* Wedding & Reception Rates:
$100 deposit
Ivy Terrace: $300-$400
Old Stone Room/Kitchen: $500
Auditorium/Green Room: $500
Auditorium/Old Stone Room/Kitchen: $600-$700
Old Stone Room/Kitchen/Ivy Terrace: $700-$800
Services/Equipment

- Staff included

- Table and chairs included

- Projection system: $20

- Portable PA system: $100

- Baldwin piano: $100

- Steinway piano: $150
* Non-wedding rates:
50% deposit
Hourly Rate: $13-$117

11

Daily Rate: $65-$525


Nonprofit Hourly Rate: $7.50-$58.50
Nonprofit Daily Rate: $32.50-$262.50
Services/Equipment (that differ from wedding & reception)

Carnegie Hall Staff: $12/hour

Stage Tech Manager: $15/hour
House Manager: $15/hour
Podium: $10/day
TV/VCR/DVD: $50/day
Membership
* Signature benefits: discounted tickets, quarterly newsletter, invitations to
members-Only events, merchant discounts
* Soloist, $30+ & Ensemble, $50+ : Signature benefits
* Star, $100+ : 10% off Kids College, 10% off rentals of The Hall, signature
benefits
* Muse, $250+ : 2 tickets to any series performance, Star benefits
* Artists, $500+ : 4 tickets to any series performance, plus Star benefits
* Patron, $1,000+ : 6 tickets to any series performance, plus Star benefits
* Principal, $2,500+ : 8 tickets to any series performance, Star benefits
* Maestro, $5,000+ : 10 tickets to any series performance, Star benefits
Advertisements: Playbill
* Inside back cover or Outside back: $150
* Inside front cover: $200
* Quarter page: $335
* Center spread: $400
* Half page: $645
* Full page: $1,200
Volunteer Base - online application available
* 150 volunteers = 3,000 hours annually
Staff
* 5 directors (Executive, Development, Education, Artistic, Marketing)
* 4 main staffers (Finance Officer, Facilities Manager, Database Coordinator,

and Volunteer & Special Events Coordinator

12

SWOT ANALYSIS
A SWOT analysis is a set of questions regarding the strengths, weaknesses, opportunities,
and threats of reaching a goal or objective. It addresses both internal and external factors
and is a useful overview to determine the attainability of objectives. The following
information is based on responses from Santa Rosa Historical Society Board members.
The survey was distributed on February 5th, 2014, and responses were received from five
out of the eight board members. Please refer to Appendix A for a copy of the distributed
form.

STRENGTHS


The Imogenes historical value.


The boards shared love of history and the preservation of history.
Attractive, multipurpose space that can be used for various events.

The board expressed solidarity in their love and admiration for The Imogene as a building
and historic landmark. The theatres historical preservations, variety of meeting spaces,
and overall character are primary strengths that set it apart from other spaces, not only in
Milton but also throughout Northwest Florida.

WEAKNESSES



Lack of incentives and awareness of the theatre among the Northwest


Florida community in regards to the membership process.
Shortage of events utilizing The Imogene.
Time constraints of the board members and lack of paid employees.

Though the membership process was revamped following the fire in 2009, little has
been done to create partnerships with individuals, organizations, and businesses in the
area. A general lack of knowledge exists regarding the membership process, even among
members of the SRHS.

13

OPPORTUNITIES


Integrate the theatre and make it more accessible to the community.


Versatile spaces capable of hosting diverse events and activities.
Incoming movie projector and screen capabilities.

The Milton community has held The Imogene in high esteem for decades. Therefore,
setting a precedent for community use should cause the theatre to explode with
activity. Some activities suggested include a New Years Eve Ball, a Mardi Gras Ball
collaboration with the downtown Milton parade, dinner theatres, productions put on by
local theatre groups, showings of classic films, and partnerships with local schools to use
The Imogene as a venue for arts events.

THREATS

Lack of relationship with the City of Milton.


SRHS board is currently spread too thin.
Need for effective marketing and advertising.

Controversy regarding the expansion of Highway 90 through historic downtown Milton


has been creating tension between the SRHS and the City of Milton for several years. So,
board members believe that the SRHS cannot hope to receive much support from the city
itself. Another issue concerns what the board spends its time doing. Some board members
have stated that the Historical Society should not spend its time with theatre management.
Instead, they have suggested that it stay focused on preservation and education of the
public on the rich history of Milton and outsource the booking and activity of the theatre
to a third-party organization.

14

ONE-ON-ONE INTERVIEWS
During the research phase of this campaign, Wellspring PR conducted several oneon-one interviews with local community leaders. The purpose of these interviews was
to obtain from prominent citizens their personal insights into The Imogene Theatre.
Their responses have been compiled under five sections as follows: Motivation for
Community Leadership, Past Involvement with The Imogene, Role of The Imogene in the
Community, Tools for Imogenes Growth, and Key Events. See Appendix B for a list of
the one-on-one interview questions.
The data was collected through four one-on-one interviews conducted over the course of
two weeks in March. The four interviews averaged 30 minutes in length, and recording
devices were used to ensure accurate recollection of information. The four interviewees
have served for many years in their respective communities. Their leadership positions
range from serving on the Santa Rosa County Chamber of Commerce, Santa Rosa School
Board, and Santa Rosa County Board of Commissioners. All interviewees have been
long-time residents of Escambia and Santa Rosa counties.

MOTIVATION FOR COMMUNITY LEADERSHIP


Although each interviewee came from different backgrounds, all of them cited a deep
love for their community and a desire to give back to it as the key motivators for
community involvement. All feel that Milton is a wellspring of potential. However,
the city of Milton is suffering from poor decisions made 10-15 years ago. In order to
further progress, Milton will need more arts and cultural programs that can partner with
local schools and businesses. Through this, students can learn more about the arts, and
businesses will be more attracted to build in Milton.

15

PAST INVOLVEMENT WITH THE IMOGENE


The local officials interviewed last attended The Imogene for either a wedding reception
or school field trip, yet these events occurred before the 2009 fire. Ineterviewees
mentioned attending events that took place near The Imogene, such as Riverfest and
Gallery Night. In the past, these officials have raised money for The Imogene, cited them
in economic development proposals for Milton, and served alongside SRHS members
on an ad hoc board. One interviewee noted that The Imogene should be a symbol of
diversity and an identifying landmark of Milton, but a faction seems to exist that does
not want The Imogene to get any bigger.

ROLE OF THE IMOGENE IN THE COMMUNITY


The Imogene Theatre is a treasure in downtown Milton. The Imogene has the potential
to be the center for historical and artistic events for the community at-large. Milton has
a need for improvement of its arts and cultural atmosphere, and the demand for it is also
present among the citizens. Also, youth in Milton who do not play sports are often left
behind due to a lack of arts and cultural programs. The Imogene can begin to adopt this
necessary role by developing and fostering partnerships with community organizations.

16

TOOLS FOR THE IMOGENES GROWTH


As an antique and historical building, The Imogene needs to be polished so that folks
can see the beauty of it. Unfortunately, many people outside of the direct Milton area do
not know about it. New communication methods like social media platforms could help
assuage the publics lack of information. These platforms could be mediums to develop
an Imogene cohesive calendar that lists upcoming events. Mailing lists, feature events,
and live performances (acting / musical) are all tools The Imogene needs to grow their
attendance. The Imogene needs to be the primary dispenser of and point of contact for the
information regarding its events.
Furthermore, the board governing The Imogene needs to be active and visible in the
community. This visibility can be accomplished not only in a personal manner but also
through newsletters and partnerships with local organizations, such as the University of
West Florida. The volunteer board needs to understand the community and have a passion
for fundraising.

KEY EVENTS
The following key events are ones that the interviewees have seen or would like to see at
or around The Imogene Theatre that best represent the culture of Milton. Scratch Ankle,
which involves the history of Milton, is a vital event to keeping the memories of Milton
alive. Due to Miltons love of history, the military, and patriotism, more events need to
be offered that honor current and past military on holidays like July 4th, Memorial Day,
Veterans Day, etc. Such events could utilize the Veterans Plaza near The Imogene and
promote its small town niche.
Current events like Gallery Night, Get a Taste for Art Fundraiser, and Blackwater Pyrates
presentations are seen as key events in Milton that are affiliated with The Imogene
Theatre. The Imogene could expand its event portfolio by offering its facilities to swing
dancing groups, schools for field trips, and graduation parties or sponsoring events like
Mardi Gras and New Years Eve Balls.

17

ON-SITE VISIT
When we approached The Imogene Theatre, situated in the heart of downtown Milton,
the first thing that was observed was the brick exterior, still partially charred from the fire
of 2009. Little was known of the beauty that was contained on the inside of this historic
theatre.
Walking up to the entrance, we took note of the theatres marquee, its window displays,
and outdoor bulletin boards. It was agreed upon that the marquee and bulletin boards
would be great advertising platforms for current and upcoming events. The double-door
entrance leads directly into the downstairs parlor, which consists of a large, open area
suitable for meetings, social gatherings, and receptions. The downstairs area also holds a
kitchen that will be renovated, along with a museum full of artifacts regarding Miltons
history. The artifacts include a mural of the street life of Milton in the 1900s.
Two flights of stairs lead to the theatre level. They have maintained their original
appearance through craftsmanship that recreated the original railing for the balcony and
lighting fixtures. The theatre level is suitable for weddings and parties of any kind, as
well as seminars and luncheons. This level contains a large audience area, a performance
stage, and a balcony. The audience area has the capacity to seat 300 people; however, it
may also be used as an open space for casual or formal events.
The stage is adorned with the original gold leaf-plated proscenium and red velvet curtains
and has several dressing rooms behind it for performers. Additionally, a banner from
the senior class of 1941 and 1942 honors donors in Milton, including The Imogene,
and serves as a full backdrop for the stage. Lastly, the balcony area contains additional
places for people to sit or stand during events.The potential of the theatre is apparent
in its historic preservation, overall beauty, and event spaces it offers. Upon visiting
The Imogene, Wellspring agreed that the ideas for productions, social gatherings, and
community events are endless. Moreover, The Imogene has the possibility of playing a
vital role in the revitalization of the Milton community.

18

FOCUS GROUPS
A focus group is a small group discussion, involving around 5-15 people and guided
by a moderator to gather relevant information. This primary research method is used to
understand general opinions of the community and to help provide successful strategies.
We conducted two focus groups at The Imogene with nesters and empty nesters in order
to ask specific questions that are applicable to their demographic.
The first group consisted of residents of the Northwest Florida community that were
empty nesters, either single or households with no children. The second group consisted
of residents of the Northwest Florida community that were nesters, which are families
with children at home. Separate groups exist because people with or without children
would utilize this venue differently. A need is there to understand these groups, because
The Imogene will create community relevance by hosting a variety of events that appeal
to all ages. It is important to understand the opinions and desires of these two groups,
because success is dependent on their support.

19

EMPTY NESTER FOCUS GROUP


Our first session consisted of two male and two female participants with ages ranging
from 26 to 50-years-old. Each participant is a resident that has been in the area for more
than 8 years. Two of our participants have lived in Milton for over for forty years yet
have limited knowledge on The Imogene. This focus group lasted approximately 35
minutes.

LACK OF AWARENESS
Our participants have lived in the area for the duration of 8, 15, 43, and 45 years. Half
of the participants have previously visited The Imogene for events that dated before the
2009 fire. The other half of the participants had prior knowledge of The Imogene but had
never visited or knew it was open. One participant suggested hanging a banner on the
side of the building to inform the public that it is open.

EVENT IDEAS
Throughout our discussion, the participants expressed interest in different types of
events they wanted to see at The Imogene. These events included music concerts, a
murder mystery night, and partnering with the local Dragonfly Gallery to host art shows.
The participants conveyed that the sense of community is prevalent in Milton and when
large scale events take place, people are happy to participate.

COMMUNICATION CHANNELS
During our session, we found that the participants have similar communication
channels in the way that they receive information. The older demographic acquired
their information through the newsletter insert that comes with the water bill. The most
common forms of information retrieval throughout the group are word-of-mouth and
Facebook, although other participants liked traditional media.

20

NESTERS FOCUS GROUP


For our second session, there was one female participant in her 30s. She has lived in
Milton her whole life and has minimal knowledge of The Imogene and their services.
This focus group lasted around 20 minutes. During the discussion, she provided many
prospective event ideas that would appeal to singles and families.

LACK OF AWARENESS
During our discussion, our participant was amazed that she was not aware of The
Imogene and was eager to learn about the theatre. She was excited to hear about the
economical rental prices and wanted to book her daughters graduation party that night.
Since we could not provide her the rental rates, she suggested that the prices should be
more easily accessible. She did not know that the theatre reopened after the 2009 fire and
suggested to have a sign to inform the community that it is open.

EVENT IDEAS
Our participant was intrigued by the venue and was disappointed that she has not been
given the opportunity to attend an event at The Imogene. She recommended multiple
events that ranged from date night ideas to exercise classes. Her date night ideas
consisted of cooking classes, dinner and a movie, and culinary events. As for exercise
classes, she recommended Zumba or partnering with the Youth Athletic Club partnership
so that they could conduct classes on site.

COMMUNICATION CHANNELS
During this session, we found that word-of-mouth is the main way to receive information
about events in Milton because it is a relatively small community. Our participant also
said that she uses Facebook and the news, but word-of-mouth is the most prevailing
method. She recommended for The Imogene to reach out to the media to host a feature
story for exposure and to advertise their services.

21

RECOMMENDATIONS
After conducting two months of research, Wellspring PR formulated the following
recommendations for The Imogene Theatre. These recommendations have been divided
into three groups, each one dealing with a specific area of need for The Imogene Theatre.
Under each grouping, the primary recommendations to fulfill the area of need are listed.

PUBLIC AWARENESS OF THE IMOGENE THEATRE


Develop mutually beneficial relationships with local organizations


(e.g., the Blackwater Pyrates and local schools);
Create social media accounts and a website for The Imogene in
order to further publicize the image and mission of the theatre among
local communities;
Utilize the City of Miltons water bill mail outs, which allow The
Imogene Theatre to place promotional information inside the water bill
envelopes;
Rebrand The Imogene by using consistent, cohesive logos or images in
the newsletters, promotional material, banners, etc;
Offer various events that are unique and beneficial to the local
communities (e.g., seasonal balls, exercise classes, etc.).

22

IMOGENE THEATRE MEMBERSHIP


Develop incentives for becoming a member of The Imogene, such as


movie tickets, discounts, etc;
Create a new membership form to be used online and for print;
Construct a membership program that consists of various membership
levels and corresponding benefits;
Commemorate the renovation of The Imogene Theatre with a new
on-stage backdrop that honors current partners and donors
(individual or corporate);
Inform the various communities as to The Imogenes dependence on
and need for volunteers.

LONG-TERM INITIATIVES

Ensure that branding standards are utilized throughout all of the


Imogene Theatres promotional information, communication materials,
and events;
Work with the University of West Florida on the process of making the
Imogene Theatre the newest member of the Universitys Historic
Trust and placing it in the care of the West Florida Historical
Preservation, Inc.

23

APPENDIX A
SWOT ANALYSIS QUESTIONS GIVEN TO
SRHS BOARD MEMBERS
STRENGTHS
A strength is something that the organization has or is doing effectively. It could be an
asset, an attractive feature, an advantage, or a successful program.

1.) What does The Imogene have to offer the public compared to other
venues? What would you say is The Imogenes best asset?

2.) What motivates you to be a part of the Santa Rosa Historical Society?

WEAKNESSES
A weakness is something that the organization could improve upon. It may be an
undesirable feature or characteristic.

1.) How would you restructure your memberships to increase your


volunteer base?

2.) What do you think are the major contributors to the lack of
attendance at events held at The Imogene?

24

OPPORTUNITIES
An opportunity is something external that the organization could benefit from.

1.) Name three (3) events that you believe would help The Imogene
move forward.

2.) How do you think The Imogene is viewed by the public?

THREATS
A threat is something that could negatively impact an organization.

1.) What barriers or roadblocks do you believe are keeping The Imogene
from getting to where you want it to be?

2.) What are some things that you perceive as a hindrance to the future
of The Imogene?

Please add any additional comments here:

Thank you for taking the time to complete this survey!

25

APPENDIX B
ONE-ON-ONE INTERVIEW QUESTIONS

1.

What motivated you to become a leader in the Northwest


Florida area?

2.

What involvement have you had in the past with The Imogene
Theatre and the Santa Rosa Historical Society?

3.

What role do you think The Imogene Theatre should play in the
community?

4.

What tools would The Imogene Theatre need to grow within the
community?

5.

What key event(s) have you seen or would like to see at The
Imogene Theatre that best represent the culture of Milton?

26

APPENDIX C
FOCUS GROUP QUESTIONS,
CONSENT FORM, AND SCRIPT
5:00: SESSION ONE - EMPTY NESTERS

1.

How do you hear about social events in the area?

2.

What traditional and social media outlets do you use to get news?

3.

What kind of information would you want to see included in the


Imogenes newsletter?

4.

Have you been to The Imogene previously? If so, why? Why not?

5.

How long have you lived in the northwest Florida area?

6.

Do you volunteer with an organization? If so, where?

7.

Have you attended a community event in the last 6 months?

8.

What events would you like to see in this area?

9.

On average, how much would you be willing to spend on an


event like that?

10. At what time of day are you most likely to attend an event?

27

6:00: SESSION 2 - NESTERS


1.

How do you hear about social events in the area?

2.

What traditional and social media outlets do you use to get news?

3.

Have you been to The Imogene previously? If so, Why? Why not?

4.

How long have you lived in the northwest Florida area?

5. What kind of information would you want to see included in the


Imogenes newsletter?

6.

Do you volunteer at an organization? If so, where?

7.

Have you attended a community event in the last 6 months?

8. What events would you like to see in this area?

9.

10. At what time of day are you most likely to attend an event?

11. What kind of event would you go to as a family?

12. What kind of event would you send your kids to?

13. What kind of event is worth getting a babysitter for?

On average, how much would you be willing to spend on an event


like that?

28

Consent to Participate in a Focus Group


Title of Focus group: Santa Rosa Historical Society Imogene Theatre
Principal Investigator:
UWF Public Relations Campaign class
Faculty Supervisor:
Eileen Perrigo, M.Ed., APR
___________________________________________________________________
Details about this focus group are discussed below. It is important that you understand
this information so that you can make an informed choice about being in this focus group.
You should ask the researchers, or the faculty member who assists them, any questions
you have about this focus group at any time.
What are some general things you should know about focus groups?
You are being asked to take part in a focus group. To participate in the group is voluntary.
You may refuse to join, or you may withdraw your consent to be in the group, for any
reason, without penalty.
What is the purpose of this focus group?
The purpose of this focus group is to better understand the motivations that lead to
attendance of events at The Imogene Theatre. We also wish to gain knowledge of the
perceptions the public holds of our client.
How many people will take part in this focus group?
If you decide to be in this focus group, you will be one of approximately 10 people in this
focus group.
How long will your part in this focus group last?
Your participation in this focus group will last approximately 20 to 30 minutes,
depending on the group responses.
What will happen if you take part in this focus group?
The group will be asked to discuss knowledge base on our client as well as their

29

motivations for involvement. No questions will be directed to you individually, but


instead will be posed to the group. You may choose not to respond at any point during the
discussion. The focus group discussion will be audio taped so we can capture comments
in a transcript for analysis.
What are the possible benefits from being in this focus group?
Research is designed to benefit society by gaining new knowledge. You may not benefit
personally from being in this focus group.
What are the possible risks or discomforts from being in this focus group?
We do not anticipate any risks or discomfort to you from being in this focus group.
Though we will emphasize to all participants that comments made during the focus group
should be kept confidential, it is possible that participants may repeat comments outside
of the group at some time in the future. Therefore, we encourage you to be as honest and
open as you can, but remain aware of our limits in protecting confidentiality.
How will your privacy be protected?
Every effort will be taken to protect your identity as a participant in this focus group. You
will not be identified in any report or publication of this focus group or its results. Your
name will not appear on any transcripts.
Will you receive anything for being in this focus group?
You will receive refreshments and a goodie bag for taking part in this focus group.
Will it cost you anything to be in this focus group?
There are no costs for being in the focus group.
What if you have any questions about this focus group?
You have the right to ask any questions you may have about this research.
________________________________________________________________________
Thank you for participating in this focus group!
Participants Agreement:
I have read the information provided above. I have asked all the questions I have at this
time. I voluntarily agree to participate in this focus group.
Name______________________________

Address_______________________________

Signature______________________________________

Date________________

30

FOCUS GROUP SCRIPT


The UWF PR Campaigns class would like to welcome each one of you to our focus
group and thank you for participating. Please help yourself to refreshments!
My name is Gabi Garrett and I am the Research Director for the class. I will be leading
you through a series of questions this evening.
Brittney: Hi I'm Brittney and I'll be helping with the focus group tonight.
Abbey: Hi I'm Abbey and I will also be helping with the focus group tonight.
Since the 2009 fire, The Imogene has rebuilt and revamped its location to provide a
wonderful venue for the citizens of Northwest Florida. The University of West Florida
Campaigns class is conducting research about how to bring a variety of events to The
Imogene. Your participation in tonights focus group will make a huge impact on how we
reshape the future of The Imogene for your community.
Please share your honest opinions and thoughts on each of the questions. Your input is an
important part of our effort to better understand the motivations behind attending events
at The Imogene.
I also want to remind you that your participation is voluntary. You do not have to answer
all the questions. However, your participation is encouraged.
The information you provide will be used by the class to prepare a research report for the
Santa Rosa Historical Society.
We will be recording this session so we can review your responses at a later date.
Let's begin by going around the room and introducing yourselves. Please tell us your
name and a little bit about yourself.
(Introductions)
Great! We have a really good group tonight. Lets begin with the first question.

31

BRITTANY BLACKBURN
6461 Three Oaks Lane - Pace, FL 32571 - 850-503-6510 - brittanyblackburn@gmail.com

EDUCATION
Bachelor of Arts, Public Relations
University of West Florida - Pensacola, FL
Minor: Hospitality, Recreation,
and Resort Management Marketing

Graduation: May 2014

EXPERIENCE
PR Specialist
UWF Public Relations Campaigns Class
Public Relations Intern
Ronald McDonald House - Pensacola, FL
Sales Associate; Social Media/Comp. Tech
Middleton Clothiers - Penacola, FL

January 2014-Present

August 2013 - December 2013

January 2010 - August 2013

ACTIVITIES & AWARDS


UWF Student Government Association
College of Arts and Sciences Senator 2012-13
UWF Dance Marathon
Dancer Relations Chair 2012-13
UWF Panhellenic Council
Beta Chi Recruitment Counselor 2013
Deans List (Spring 2012, Summer 2012, Fall 2013)
Presidents List (Fall 2012)

SKILLS
Proficient in Adobe products such as InDesign, Illustrator and Photoshop. Experience with
writing Press Releases and blogs. Involved with the University and surrounding community
through multiple volunteering positions.

32

ZACHARY FARRINGTON
5685 Trevino Drive - Milton, FL 32570 - 850-287-5208 - ztf1@students.uwf.edu

EDUCATION
Bachelor of Arts, Public Relations
University of West Florida - Pensacola, FL
Minor: Philosophy

Graduation: Dec 2014

PR Creative Director
UWF Public Relations Campaigns Class

January 2014 - Present

EXPERIENCE

Grapic Design Management

August 2013 - Present

Academic Tutor (Math, Science, Geography)


Santa Rosa Christian Academy - Northwest FL

Academic Tutor (Math, Science, and Geography)

Survival Guide Creative Design Leader


UWF Honors Program, Pensacola, FL

August 2013 December 2013

Collaborated with the entire class on design plan


Designed booklet in InDesign for print

ACTIVITIES & AWARDS


UWF Presidents Honor Roll (Fall 2010 Dec 2013)
Bright Futures Scholarship Florida Academic Scholars Award
UWF Honors Program Sophia Scholarship (2010-11, 2013-2014)
UWF Honors Program Sophia Award for Most Outstanding Honors
Student (2011-2012)
President of the UWF Honors Council (2011-12)
Fundraising Chair, UWF Honors Council Raised over $2500 (2012-2013)

SKILLS
Experienced in Microsoft Office Suite and Adobe Creative Suite. Proficient in
various social media such as Facebook, Twitter, and Tumblr. Meet deadlines,
produce quality material, and strive for team unity. Served as Vice President and
President of several school organizations, which helped developed team building,
communication, and crisis resolution skills.

33

AMBER GALLIGHER
7270 Hillburn Road #33 - Pensacola, FL 32504 - 904-803-1843 - arg21@students.uwf.edu

EDUCATION
Bachelor of Arts, Public Relations
University of West Florida - Pensacola, FL
Minor: Hospitality and Psychology

Graduation: May 2014

PR Specialist
UWF Public Relations Campaigns Class

January 2014-Present

EXPERIENCE

Sales Associate
Tillys - Orange Park, FL & Pensacola, FL
Resident Assistant
UWF Dept. of Housing - Penacola, FL

July 2012 - Jan 2014

Aug 2011 - May 2012

ACTIVITIES & AWARDS


Deans List (2011-2013)
Presidents List Spring (2012-2013)
SEJC (Southeast Journalism Conference) Attendee (Feb 2014)
Decorating Chair for Exam Jam Event (Feb 2014-Apr 2014)

SKILLS
Proficient in computer and technical literacy, Microsoft Office
and Adobe Creative Suite. Effective communicator and writer.
Problem-solving abilities, interpersonal abilities, teamwork skills and
leadership capabilities. Talented in planning, organization, and budgeting.
Positive and flexible.

34

GABRIELLE GARRETT
9009 University Parkway APT 177 - Pensacola, FL 32504 - 256-348-7249 - gsg4@students.uwf.edu

EDUCATION
Bachelor of Arts, Public Relations
University of West Florida - Pensacola, FL
Minor: Marketing
Certificate Sales Management

Graduation: May 2014

PR Research Director
UWF Public Relations Campaigns Class

January 2014 - Present

EXPERIENCE

Responsible for managing primary and secondary


research methods
Produced and edited the final copy of the research
report

Sales Ambassador
Departure Media - Pensacola, FL

August 2013 - Present

Responsible for creating leads and maintaing client


relationships
Contact for all advertising for ad space in the Pensacola
International Airport

ACTIVITIES & AWARDS


FPRA Pensacola Student Liaison, Pensacola Chapter
Pensacola Chamber of Commerce Member
Visit Pensacola Member
Pensacola Young Professionals Member
First Place, Crisis PR, Southeastern Journalism Conference 2012

SKILLS
Very dedicated public relations professional, graduating with three years of
experience in various platforms of marketing, PR and advertising. I am proficient in
Adobe Creative Suite, Microsoft Office and all things social. Published as an author
in the Downtown Crowd, Baby Bella Magazine and Tiny Buddha. I pride myself
on taking time to develop as a professional and an individual and dedicating time to
making my community a better place.

35

MARY HARTSHORN
2201 Scenic Hwy G8 - Pensacola, FL 32503 - 850-7367188 - mmh29@students.uwf.edu

EDUCATION
Bachelor of Arts, Public Relations
University of West Florida - Pensacola, FL
Minor: Art

Graduation: May 2014

PR Specialist
UWF Public Relations Campaigns Class

January 2014-Present

EXPERIENCE

PR and Marketing Intern


Pensacola Museum of Art - Pensacola, FL

January 2014 - Present

Social Media Management


Press Release Writing
Communication Research

ACTIVITIES & AWARDS


Member of FPRA Student Chapter
Presidents List (Spring 2012)
Deans List (Summer 2013)
Stein Mart Employee of the Month May 2011, October 2012, July 2013

SKILLS
Knowledgeable in several aspects of social media across multiple different
social media platforms (Facebook, Twitter, Instagram, Pinterest, Wordpress).
Adept in Adobe Photoshop as well as Adobe InDesign and the Microsoft Office
Suite. Upbeat personality and can get along with anyone. Focused and organized
and my end goal is to do the best job I can possibly do on whatever project or
assignment I am given.

36

ABBEY LELINA
1702 B. E. Gadsden Street - Pensacola, FL 32501 - 904-982-1003 - abbey.lelina@gmail.com

EDUCATION
Bachelor of Arts, Public Relations
University of West Florida - Pensacola, FL
Minor: Marketing, Management

Graduation: May 2014

Lingnan University - Tuen Mun, Hong Kong

Summer 2013

St. Johns River State College - Orange Park, FL

Summer 2010

EXPERIENCE
PR Specialist
UWF Public Relations Campaigns Class
Marketing Assistant
Small Business Development Center - Pensacola, FL

January 2014- Present

November 2013- Present

Imposed Brand Guidelines throughout the Florida Network


Press Release Writing
Produced Advertisements

ACTIVITIES & AWARDS


Presidents List (Spring 2012)
Deans List (2012-2013)
Member of FPRA Student Chapter
Deluna Music Festival Street Team Volunteer (2012)
Salvation Army Volunteer (2011-Present)

SKILLS
Proficient in Adobe products such as InDesign, Illustrator and Photoshop. Press
Release and blog writing experience. Proficient in social media and graphic
design. I pride myself in my leadership qualities.

37

KALI MANN
5172 English Oak Drive - Pensacola, FL 32571 - 850-910-3177 - kali_man@yahoo.com

EDUCATION
Bachelor of Arts, Public Relations
University of West Florida - Pensacola, FL
Minor: Hospitality, Recreation and Resort
Management

Graduation: May 2014

PR Specialist
UWF Public Relations Campaigns Class

January 2014 - Present

Student Desk Assistant


UWF Housing & Residence Life - Pensacola, FL

January 2014 - Present

EXPERIENCE

Check all student IDs entering building


Residence communication management and phone
communications

Communications Intern
Manna Food Pantry, Pensacola, FL

January 2014 - Present

Newsletter, Flyer, and Promotional Design


Website and Social Media Management
Event and Client Interview Assistance

ACTIVITIES & AWARDS


Event planner for Hospitality, Recreation, and Resort Management Club
UWF Presidents List (Spring 2012; Fall 2013)
UWF Deans List (2011-2013)

SKILLS
Experience with all adobe software, Microsoft Office products, and SPSS.
Extensive knowledge on various social media sites such as Facebook, Twitter,
Instagram, Pinterest,YouTube and Tumblr. Organized and hard-working, with
strong writing and verbal communication skills.

38

JOE NAPIER
801 Hanover Road - Deland, FL 32724 - 386-717-8269 - joe.w.napier@gmail.com

EDUCATION
Bachelor of Arts, Public Relations
University of West Florida - Pensacola, FL
Minor: Political Science

Graduation: Aug 2014

PR Executive Director
UWF Public Relations Campaigns Class

January 2014 - Present

EXPERIENCE

Manage staff, timeline, and plans book


Provide leadership and direction throughout campaign

Search Assistant
Lahti Search Consultants - Northwest FL

Managed spreadsheets of candidate information

Compiled master list of resumes for employment searches

Senior Student Admissions Representative


UWF, Pensacola, FL

Aug 2013 - Present

May 2012 - December 2013

Managed and collaborated with team


Liaison between Undergrad Office and my team
Led hiring process and facilitated training

ACTIVITIES & AWARDS


John C Pace Scholar
Awarded to fewer than ten students per class, necessary qualifications
include: academic excellence and leadership potential.

SKILLS
Adaptable and pride myself on adjusting my role to fit the needs of a team.
Proficient in almost any sort of written and verbal communication, and aim to
constantly better myself personally and professionally.

39

BETSY PAIGE
2220 Gloria Circle, Apt. 110 - Pensacola, FL 32514 - 319-430-1348 - erp3@students.uwf.edu

EDUCATION
Bachelor of Arts, Public Relations
University of West Florida - Pensacola, FL
Minor: Psychology
Associate of Arts
Kirkwood Community College - Cedar Rapids, IA

Graduation: May 2014

2010-2012

EXPERIENCE
PR Specialist
UWF Public Relations Campaigns Class

January 2014-Present

PR Administrator
Cornerstone Visiting Angels- Pensacola

October 2013- Present

Manage social media (Facebook and Twitter)


Create and maintain business partnerships
Coordinate events and sponsorships

ACTIVITIES & AWARDS


Presidents List (Fall 2012)
Deans List (Fall 2011, Spring 2012, Spring 2013, Fall 2013)
Member of FPRA Student Chapter
UWF Student Representative at SEJC conference (2013; 2014)
Contributing Writer
Method Magazine (Jan 2014 - Present)

UWF newspaper The Voyager (Sept 2012 - Present)

SKILLS
Proficient in Microsoft Office (specifically Word, PowerPoint, Excel, Illustrator,
Photoshop, and InDesign). Knowledgeable in AP Style, Blog Writing, Grant Writing, and
Professional Social Media (specifically Facebook, Twitter, Instagram, Tumblr, LinkedIn).
QPR Gatekeeper Certified.

40

HANNAH WEINSTEIN
2101 Scenic Hwy. C105 - Pensacola, FL 32503 - 337-412-9321 - hannahw222@yahoo.com

EDUCATION
Bachelor of Arts, Public Relations
University of West Florida - Pensacola, FL
Minor: Marketing
Louisiana State University - Baton Rouge, LA
Mass Communications - LSU Manship School

June 2012 - May 2014

August 2010 - May 2012

EXPERIENCE
PR Social Media Director
UWF Public Relations Campaigns Class

Plan an effective social media campaign, determining


the best types of social media for client
Maintain continuous communication with Executive
Director, Research Director, and Creative Director

Marketing and PR Specialist


ProHealth and ProClinic - Pensacola, FL

January 2014 - Present

June 2013 - Present

Schedule social media posts on various platforms


website blogging, graphic design, advertisement design,
press releases, newspaper and travel magazine articles,
design and distribution of internal newsletters, direct
mail, and networking.

ACTIVITIES & AWARDS


UWF Presidents List (2012-2014)
Member of Chi Omega Fraternity (2010 - 2014) Chaplain (2012)
Pensacola Young Professionals Member (2013 - Present)
Member of FPRA Student Chapter (2012 - Present)
Member of Pensacola Chamber of Commerce (2013 - Present)

SKILLS
A creative, charismatic individual motivated to complete deadline-oriented tasks.
Internally driven to think critically and always display the highest quality of
effort. Possesses authenticity and confidence in her profession, education, and
abilities. A senior at University of West Florida maintaining superlative grades
accompanied by a part-time job in Marketing and Public Relations.

41

TABLE OF CONTENTS
Overview

.................. 2

Traditional Media
News Releases ........................ 3
Brochures ........................ 5
Feature Writing ........... 7
Newsletter & Group Email ............. 9
Direct Mailing ............................... 11

Social Media
Website ...................... 13
Facebook ............... 14
Twitter............ 16
Hootsuite ........... 18

Media Guide .........................

19

OVERVIEW
Communication channels are constantly changing. In order to appeal to a variety of publics, you must be aware of which communication channels your public uses. By utilizing
a combination of traditional and social media, The Imogene can increase awareness of its
events, unique history, volunteer opportunities, and much more. Also, The Imogene will
be able to easily generate brand recognition around
Northwest Florida.
In this media book, Wellspring PR outlines various types of media, why they are beneficial and how to use them. We have also attached a media guide to assist you in corresponding with the local media.
Wellspring PR has outlined a variety of traditional and social media suggestions. As The
Imogene progresses, you may want to add to the suggested recommendations.

TRADITIONAL MEDIA
NEWS RELEASES
WHAT IS IT?
A news release is a document that is sent to various media outlets containing information
that is newsworthy in regards to the organization. A news release should provide the
media with basic information such as the following:






Who the news release is about


What the news release is about (scheduled event, awards)
Where the story will take place
When the story will take place
Why the story is happening
Why the story is newsworthy and the purpose of the event
How to get in contact with your organization

It is important to note that the news media might decide to not cover the story in your
news release. The media receives many news releases daily and are unable to report on
all of them. Therefore, it is crucial for your organization to make sure the news release is
both newsworthy and also has enough information for a reporter to write the story. Please
make sure your news release is grammatically correct, written in the third person, and
contains no spelling errors before it is sent.
News releases are typically one page and can be written, videotaped or audio recorded.
They are usually emailed or faxed to a specific, significant person in the media
department. Always make sure to give enough notice of your event so that reporters can
attend, but do not send it too early, or the news release will be forgotten.

WHY IS IT BENEFICIAL TO The Imogene?


News releases help The Imogene effectively communicate with the media in a timely
manner. This will allow the local media to cover and report on the events and other
things happening at The Imogene. News releases will also help to acquire more public
awareness about The Imogene within the community.

HOW TO DO IT:
The following is an example of a news release format:
The Imogene [insert logo]
[Contact Info]
[Date]
The Imogene Announces Dinner and a Movie Benefit
FOR IMMEDIATE RELEASE
Milton, FL [Company/Individual] announces [Name of Event], taking place at [Event
Location] on [Date], and featuring [guests, performers, etc.].
[Company/Individual] is proud to bring [Name of Event] to [Event Location] for [the first
time, fifth year in a row, etc.]. [Name of Event] will [further description on what will take
place at the event].
[More details about the event; include ticket prices, if needed, and where/how they are
able to buy the tickets]
[Summary of background information on your organization]
###
If the news release is more than two pages, put -more- on the bottom of the first page
and ### on the bottom of the second page to signify the end of the news release.

BROCHURES
WHAT IS IT?
Brochures are small leaflets used to promote a business or product. The general layout
includes short, informative paragraphs accompanied with several pictures. Many
different designs for brochures exist, but the most popular is the tri-fold design. The trifold consists of a single sheet of paper, folded into thirds. Each fold usually signifies a
different section of information.

WHY IS IT BENEFICIAL TO The Imogene?


The use of brochures would benefit The Imogene because it is a quick and fairly standard
way to get information out to the public. A brochure can highlight the mission and history
of The Imogene and provide visuals to give the reader a sense of the theatre. In addition,
things such as membership forms may be included in the brochure, which makes joining
or volunteering at The Imogene simple. In addition, brochures are easy to give out.
They can be displayed in a stand within The Imogene, showcased at other partnering
businesses, or made available during events.

HOW TO DO IT:
When making the brochure, it is important to remember that this is likely the first
informational page that people will get from The Imogene. With that in mind, use it
as an opportunity to promote the main points about the theatre, while still keeping it
entertaining. Brochures are meant to be light and easy to read. Here are some ideas to
include in a brochure: the mission statement, the history of the organization, examples of
amenities or events that the organization offers, and contact information. A brochure is
not a newsletter and does not need constant updates. A brochure is not meant to highlight
upcoming events or give detailed stories on past events. Rather, it gives a broad overview
of what makes The Imogene special.

WHAT TO INCLUDE:

A brief history including details on its name, the importance to


the community, and the fires that took place at The Imogene.

The types of things The Imogene is involved with and can offer
to the community, such as participating in Mardi Gras balls,
volunteering for the Milton Ghost Walk, and renting space for
meetings and private weddings.

A form for membership / volunteering

Contact info including an address, phone number, email, and


social media

Pictures of The Imogene, its events, and volunteers / staff to


include within the brochure

FEATURE WRITING
WHAT IS IT?
A feature story is a special interest in a newspaper or magazine. A feature story can
highlight a person, event, or an aspect of a major event. Feature stories can range from
the most important story in the newspaper to a highlight in the lifestyle section.

WHY IS IT BENEFICIAL TO The Imogene?


Feature stories offer a narrative approach to traditional journalism. Utilizing this
media tool, The Imogene can successfully promote its event highlights and updates
to a wider public. Unlike a newsletter, this medium offers the public the ability to
learn about what events or happenings are occurring at the
Imogene.

HOW TO DO IT:

Ten steps to develop a feature story:


1.

Select and attend an event about which you would like to write a
feature story. It is important to select a key event that defines the theatre
and will make an interesting story.

2.

Take copious notes at this event. It is advisable to ask questions of participants


if you would like to include quotes in your piece. Write down everything you
see, think, and feel.

3.

Analyze and organize your notes. It is important to divide your notes into
sections to make an easy-to-read feature story.

4.

Identify a storyline for the feature story. It is very important to


select a statement that will draw the readers attention.

5.

Develop your introductory sentences. Use two to three sentences that


paint the picture of the event. For example, were kids, animals or art present?
Allow the reader to envision the event as if he or she was there.

6.



Continue your story. The length will depend on the segment of the
newspaper for which you are writing, but be sure to include the most
prominent pieces of the event in chronological order and develop an
enjoyable story for all to read. This will encourage readers to take part in
the next event held at The Imogene.

7.

Conclude the story with more information on the theatre. It is ideal to


end the story with the next event at The Imogene so readers can attend.
Also, include the telephone number and address of the theatre.

8.

Check and double check for errors. Read your story aloud and have a
second pair of eyes check for grammar, readability, and fluidity.

9.

Send the story to the newspaper. Utilize your media contacts


to request space in the next newspaper available or the Sunday paper.

10. Staff the phones. Your well-written story will make everyone aware of the
benefits of attending The Imogenes events.

Newsletter
& Group Email
WHAT IS IT?
A newsletter is a brief article about the current happenings of an organization that is
distributed periodically to employees, volunteers, and patrons. It is usually in leaflet
form and includes a tentative event calendar, contact information, and news. If the layout
permits, a brief organizational history or fun facts may be added.
Newsletters are distributed by mail or handed out on-site. Group email is sending the
electronic version of the newsletter to each email address on your organizations mailing
list.

WHY IS IT BENEFICIAL TO The Imogene?


Newsletters are beneficial because they keep your employees and volunteers up to date.
Newsletters can be handed out to patrons at events. In this way, they can function as
advertisements by familiarizing your reader with your organization and upcoming events.
Group email is beneficial since it is an easy, cost-friendly way to contact each member of
the mailing list. Although newsletters may be a little more expensive due to postage and
printing costs, they offer the benefits of a longer shelf life and ability to reach individuals
not already on the emailing list.

HOW TO DO IT:
Before designing and writing copy for the newsletter, you must assemble a
comprehensive mailing list which details the email address and home address of your
employees and volunteers. After making a mailing list, you must decide what needs to be
included in your newsletter. The most important element of a newsletter is having useful
content for your reader.
Useful content includes a tentative event calendar, relevant news, and contact
information. In order to put all of this information together, you must choose which
design platform you want to use. The most easily accessible platform is Microsoft
Word, which has multiple templates that may be used to format and compile all of your
information.
When you are finished designing your newsletter, you can print and mail it out to each
of your employees and volunteers. If you want to email your newsletter to a group of
people, enter each email into the Bcc: field so that recipients cannot see the whole
mailing list. Also, if they want to reply, the message will return directly to you. Online
services such as Constant Contact and Benchmark have the ability to send and manage
group emails for the organization.

10

DIRECT MAILING
WHAT IS IT?
Direct mailing is simply the delivery of advertisements and promotional material through
postal mail. Types of direct mailers include circulars, catalogues, coupons, credit card
applications, and most other materials that companies mail to homes and businesses.
These mailers are often addressed to individuals that are chosen by the company;
however, they can be left unaddressed and distributed among local neighborhoods. One
problem with direct mailers is that many consumers consider them to be intrusive, so
companies have tried to make them more appealing.
The type of direct mailer that would be most beneficial for The Imogene is a water bill
insert. The City of Milton, East Milton, and Pace water systems allow businesses and
other organizations to advertise by inserting promotional materials into the water bills.
The costs of this service vary by each towns water system.

WHY IS IT BENEFICIAL TO The Imogene?


The direct mailer is a vital tool for The Imogene. Due to the rural nature of surrounding
communities and lack of technological skill among some publics, The Imogene needs to
possess a medium that reaches these types of people. The water bill insert would ensure
that The Imogene is advertising its calendar of events to everyone that uses the local
water systems. Even though advertising through social media is inexpensive and high in
popularity, The Imogene would be remiss if they did not utilize direct mailers to reach as
many local citizens as possible.

11

HOW TO DO IT:
Each water system is independent of the other; therefore, The Imogene would need to go
through the process of becoming a direct mail participant with each individual entity. The
processes for being able to insert material into the water bill are listed below according to
each one and are current as of March 2014.

City of Milton The cost of participating in their program fluctuates


depending on the type of promotional material inserted, but it is

usually several hundred dollars. The calendar is open throughout

the rest of the year for new participants.
East Milton The board meets the second week of every month and


decides on who can be added to the insert mailing list, along with

what rates they will be charged.

Pace The cost to join is $1500, and insert space is available for the

months of May, July, October, and December of this year.
Organizations must gain approval from the General Manager first,


and then they can design an insert that must meet the specifications

of the Action Mailing Group.

Who should The Imogene contact?


City of Milton, Public Works Desk


6738 Dixon St., Milton, FL 32570
(850) 983-5410


East Milton Water System

8175 S Airport Rd., Milton, FL 32583

(850) 623-8750


Pace Water System, Inc.

4401 Woodbine Rd, Pace, FL 32571

(850) 994-5129

12

SOCIAL MEDIA
WEBSITE
WHAT IS IT?
A website is a collaboration of Web pages that are usually hyperlinked to each other
and made available on the World Wide Web. These pages may include links to general
information about the organization, multimedia such as photos and videos, calendars,
contact information, and registration to receive various updates. A website is useful in the
sharing of information with targeted publics and aids to further the online presence of an
individual, company, or organization.

WHY IS IT BENEFICIAL TO The Imogene?


Currently, information about The Imogene can be obtained solely by visiting the Santa
Rosa Historical Societys website and locating a link to the history of The Imogene.
Building a website specifically for The Imogene will create an easier way for current and
future patrons to access information and ultimately raise awareness of the theatre within
the community. The website may contain material regarding the history, current state, and
future goals, as well as other information.

HOW TO DO IT:
Several sites exist which offer users templates to build their own website.


GoDaddy.com/websitebuilder Free domain, easy to use drag-and-drop

editing, video tutorials, 24/7/365 support. Best options for Imogene
Business package: $4.99/month; Business Plus: $9.99/month




Wix.com Free domain and hosting, drag-and-drop editing, ability


to add online store, link social media to site, Google Analytics. Best
plan options for The Imogene Unlimited Premium Plan: $12.42/
month; eCommerce Premium Plan: $16.17/month

13

FACEBOOK
WHAT IS IT?
Facebook is a free social media platform used to interact with your target audience.
With a single status update, the public can be informed about exciting upcoming events,
interesting facts about the organization, and much more. Facebook helps to sustain
exciting relationships as well as form new relationships. As of 2014, Facebook is 12 years
old and reaches more than one billion active users.

WHY IS IT BENEFICIAL TO The Imogene?


Facebook is beneficial to The Imogene for multiple reasons. It is a free and easy way to
keep in contact with mass quantities of people at once. With Facebook, you can reach
out to the public by posting information about upcoming events, interesting facts, and
snippets about The Imogene. When searching for upcoming events and special occasions,
The Imogene can use Facebook for advertising purposes.

HOW TO DO IT:
Facebook is a simple social media platform to manage by posting status updates,
photos, videos, and comments. We suggest connecting with other local organizations on
Facebook as a way to share community events.

14

CONTENT CALENDAR EXAMPLE:


Monday:
Post a picture from an event, wedding congrats, business meeting, etc. Remember to
always snap a photo for your Facebook posts.
Tuesday:
Informational posting about what The Imogene has to offer (Example: renting rooms for
office meetings, wedding venue, volunteer benefits, etc.)
Wednesday:
Post details of upcoming events going on at The Imogene or in the Northwest Florida
community. This is a great day to post since people will be planning their weekend.
Thursday:
#ThrowbackThursday. Post a historical picture of The Imogene or utilize some of the
historical facts about The Imogene. Remember to keep it short.
Friday:
Focus on a particular employee, volunteer, or member and write a small bio on them. Be
sure to focus on their involvement within The Imogene as well as the Northwest Florida
community.
Saturday:
#WeekendWishes. Ask your Facebook fans what they wish to experience at The Imogene
(specific bands, yoga classes, wine tasting, etc). You want to hear from them.

15

TWITTER
WHAT IS IT?
Twitter is a social networking service that is sometimes referred to as micro-blogging.
Users create and share posts that contain 140 characters or less, and these posts are
known as tweets. The standard way to see new tweets by specific accounts is to
follow them. New tweets by people and organizations you follow are displayed in the
main area of the dashboard known as the News Feed.
Twitter has a unique way to search for topics by keyword. For example, searching for
an opinion on a music album or artist consists of simply typing in the name or key word
to find the latest information. If users want to tweet about a subject or event yet do not
want to waste characters specifically naming the subject of their tweet, they can use a
hashtag, which is a topical tweet organizer. Users can search for people or events using
the hashtag.
A common use of a hashtag is for a wedding. For example, instead of typing a
congratulations such as:

Congrats to Mark and Cathy Robertson on their commitment to holy


matrimony. The bride looked perfect!

Twitter allows users to type:



A beautiful bride, and a beautiful wedding.


#Congrats #RobertsonWedding2014.

People interested in seeing what others said about the wedding could search for either
specific names, or click the event hashtag to view pictures and information about the
wedding.

16

WHY IS IT BENEFICIAL TO The Imogene?


Twitter is a free, easily accessible social media platform. The biggest commitment with
Twitter is spending time developing your community of followers and maintaining
relationships with them through conversation. It reflects positively on an organization
when they regularly monitor their social media outlets and engage with those who have
questions. If a user asks, @Imogenetheatre, what time is the dinner theatre tonight?
and they receive a prompt, accurate response, it will build credibility online and
reliability offline. It is crucial to maintain and monitor your social media platforms, if you
choose to use them. The public information exposed on social media can result in more
transparency than your organization typically has. Keep in mind, transparency can be a
major asset.

USER TIPS:

Actively monitor and engage your community.

Use the search features to see what people are saying about you and
try to develop hashtags for events.

Do not ignore negative posts. Use these as an opportunity to raise


awareness of potential issues within your organization.

Tweet regularly, but only about important events or functions.


Tweeting too much can cause you to lose followers.

17

HOOTSUITE
WHAT IS IT?
HootSuite is a social media management system used to control all of your social
media sites in one place. The systems user interface takes the form of a dashboard,
and supports social network integrations for Twitter, Facebook, LinkedIn, Google+,
Foursquare, MySpace, and WordPress. It is a useful tool for all organizations, whether
they have long established networks or are brand new to social media. Hootsuite offers
three plans: Free, Pro, and Enterprise. The Imogene would greatly benefit from the Free
plan which features basic scheduling and tracking services, along with other helpful tools.

WHY IS IT BENEFICIAL TO The Imogene?


HootSuite will allow The Imogene to manage the Facebook and Twitter pages with ease.
This social media management system allows users to schedule future posts. HootSuite
will allot more time for The Imogene to focus on other tasks while maintaining an active
social media presence. Hootsuite will offer the following benefits to The Imogene as it
begins to establish its presence on social media.
Scheduling posts and tweets in advance of events
Tracking brand mentions of the Imogene on social media
Analyzing traffic on The Imogenes social media networks
Managing Twitter and Facebook from one site

HOW TO DO IT:
Make an account on HootSuite.com and link the page with The Imogenes Twitter and
Facebook account. When signing up with HootSuite, users will be taken on a simplified
tutorial that will clear up any confusion on how to best manage the system.

18

MEDIA GUIDE
WHAT IS IT?
The media guide is comprised of different media outlets in the Northwest Florida area.
These different outlets will help The Imogene communicate messages to the public in the
area. This media guide consists of various newspaper, television, and radio contacts.

WHY IS IT BENEFICIAL TO The Imogene?


With this media guide, The Imogene will be able to provide information to the Northwest
Florida community through the use of media outlets.

HOW TO DO IT:
The following charts are print and broadcast media lists for the Northwest Florida area as
of March 2014.

19

PRINT MEDIA CONTACT LIST


Contact Name Outlet Name
Boni, Thomas
Breeze News

Crestview News
Bulletin
Gulf Breeze
News

Title
Editor
N/A

Outzen, Rick

Independent
News

Publisher;
Online Editor

Harper, Yvonne

Navarre Press

Writer

Forst, Lee
Davidson,
Mike
Hall, Cindy
Hough, Lynne
Harbuck, Tina

Northwest
Florida
City Editor
Daily News
Pensacola News
N/A
Journal
Pensacola
Bella
Editor
Magazine
Santa Rosa
Editor
Press-Gazette
Managing
The Destin Log
Editor

Email

tboni@crestview
bulletin.com
news@gulfbreezenews.
com

Phone
850-682-6524
850-932-8986

rick@inweekly.net

850-438-8115

ycharper@
navarrepress.com

850-939-8040

lforst@nwfdailynews.
com

850-863-1111
x1406

highered@pnj.com

850-435-8600

chall@pnj.com

850-202-2246

lhough@srpressgazette.
com
tharbuck@thedestinlog.
com

850-623-2120
850-654-8440

20

BROADCAST MEDIA CONTACT LIST


Contact Name

Outlet Name

Title

Hussey, Laura

WEAR-TV

Reporter

Kennedy, Will

WEAR-TV

Weekend
Anchor and
Reporter

Korzen, Shilo

WEAR-TV

Producer

Rahilly,
Richard
Crawford, Pat
Hoxeng, Dave

WUWF-TV

Program
Director
Director

WYCT-FM

Owner

WKSM-FM

Email

Phone

lhussey@
sbgtv.com

850-455-4599

wrkennedy@
sbgtv.com

850-455-4599

srkorzen@
sbgtv.com
woofy@wksm.
com
pat@wuwf.org
dhoxeng@
catcountry987.
com

850-455-4599
850-243-7676
850-474-2426
850-262-6000

21

c
f
o
O
ntents
e
l
b
a
T
Introduction ..... 2
Campaign Brief ........ 3
Research Summary .......... 4
Key Publics .......... 5
On-Site Visit............. 6
SWOT Analysis ... 7
Focus Groups ................... 8
One-on-One Interviews.... 9
Comparative Analysis ..... 10
Recommendations.... 11
Goal 1 .... 12
Goal 2 .... 14
Goal 3 .... 15
Calendar .... 16
Budget ... 17
Creative Concept ... 19
Promotional Materials ... 20
Communication Specialist Position ... 26
Call to Action .... 27
Wellspring PR 2014 ... 28

Introduction
Wellspring PR is a student-led agency in the capstone campaigns course at the
University of West Florida. The course was established in 2003 and is designed
to give students a simulated agency experience. Throughout the course, students
compile an extensive PR plan for a local nonprofit organization. The goal is to
create a detailed plan, which not only raises awareness and funding, but also guides
on how to maintain a consistent brand image and communicate with its publics.
Wellspring PR has helped eleven nonprofit organizations in the Northwest Florida
area by crafting a strategic communication plan that the organization could use
for the future. Wellspring PR wants to thank International Paper Pensacola Mill
for underwriting the costs associated with publishing the Campaigns Plans Books,
Research Books, and Media Books for The Imogene Theatre and the students.
In January 2014, Wellspring PR was honored to establish a partnership with The
Imogene Theatre, a nonprofit organization dedicated to historical preservation of
the arts and culture. While the Santa Rosa Historical Society has valiantly rebuilt
The Imogene Theatre after the 2009 fire, they have experienced a lack of public
support for The Imogene. This lack of support is due to the unawareness the
community has about The Imogene and its mission.
Wellspring PR spent two months researching a new PR campaign to rebrand
the theatre. The team started by doing extensive research which focused on the
community, the board members, and other groups invested in the theatres success.
After completing the research, the group created a strategic rebranding plan for The
Imogene. The campaign plan outlined in this book is a direct result of the research
that was conducted and is designed to help The Imogene target its key audiences.

c a m pa ig n b r i e f
Challenges:
Wellspring PR has developed several solutions to counter the challenges currently
facing The Imogene. Due to the distinctive lack of awareness, we have focused on
several tactics that will encourage public awareness. Following these procedures
will also help recruit and retain volunteers and new members.
Through primary and secondary research, Wellspring PR has determined that
increasing awareness through different channels of communication will help gain
more support from the community in creating increased attendance at The Imogene.

Organizational Challenge:
Due to a lack of community awareness, The Imogene has struggled to generate
event attendance, retain membership, and establish long-term goals and initiatives.

Current Plan:
Through the progress of our public relations campaign, it is the goal of Wellspring
PR to provide research, recommendations, and tools to help The Imogene reach
the presented objectives. We feel confident by utilizing the plans outlined in this
book, The Imogene will be able to raise public awareness, increase membership,
and ensure long-term partnerships. In addition to these fundamental improvements,
Wellspring PR feels confident that The Imogene will also prosper from utilizing our
new branding standards.

s
h
u
c
mmary
r
a
e
s
e
R
In January 2014, we created a partnership with The Imogene through the help of
the Santa Rosa Historical Society. The theatre was renovated after a second fire
damaged it in 2009. The restorations were completed to reflect the time period
of when the theatre was first built in 1913 and stands in beautiful condition
today. Unfortunately, many of the citizens in Santa Rosa County are not aware of
everything this stunning venue has to offer. Utilizing several research methods,
the Wellspring PR team began working on determining the reasons as to why the
theatre is not well-known to the public. The team then used findings from this
research to determine effective techniques to improve The Imogene.
Each of these research methods were produced, conducted, and examined by the
team to serve as a gateway in constructing the overall campaign. The following
pages will outline and highlight the most prominent features of our campaign,
tailored to reach the goals and objectives identified as a result of our comprehensive
research. This summary is targeted to reach what Wellspring PR has identified as
The Imogenes key publics.

key publics
Families (with children residing in the house)







Self Interest:
This public offers potential event attendance, volunteers, and unique
involvement opportunities with children.
Primary Message:
Through attending family events at The Imogene, you are investing in
Miltons economy, cultural development, and historical preservation. You
will have opportunities to enhance your childrens recreational time through
event activities and volunteering.

Adults (without children)








Self Interest:
This public can contribute to an increase in event attendance throughout the
week, as well as weekend attendance and membership status. They can be a
viable source for marketing The Imogene by word-of-mouth.
Primary Message:
Through visiting The Imogenes events, you will enjoy the rich history of
downtown Milton while exposing yourself to enjoyable leisure time.

Community (Businesses/Military/Media/Schools)






Self Interest:
This public is comprised of local businesses, military, media, and local
schools that support community events, educational programs, and the
significance of The Imogene in Milton.
Primary Message:
Through partnerships with The Imogene, your support will enhance the
community development and opportunities for residents of Northwest
Florida.

On-Site Visit
The Imogene is situated in the heart of downtown Milton, which gives the theatre
much potential to become a focal point of the community. The Santa Rosa
Historical Society has preserved the building and recreated original features of
the theatre as they were in 1913 when the doors first opened. The Wellspring team
foresees The Imogene becoming an event-based community theatre. These events
can be advertised by using the theatres marquee, window display cases, and
bulletin boards to showcase upcoming activities and further attract individuals to
the historic building.
The elegant double-door entrance leads into the downstairs parlor, suitable for
meetings, social gatherings, and receptions. While in the downstairs parlor, patrons
will also be able to relive downtown Milton street life of the 1900s by visiting the
historic museum.
The theatre level on the second floor is perfect for weddings and parties, as well as
professional seminars and lunches. When used for its original purpose, this level
offers the audience an area with a capacity to seat three hundred people, a balcony
overlooking the entire space, and a performance stage adorned with gold leaf-plated
proscenium and red curtains.
After experiencing the tour, the Wellspring team agreed that the ideas for
productions, social gatherings, and community events are endless, as well as the
potential for The Imogenes role in revitalizing the downtown Milton community.

SWOT analysis
A SWOT analysis is a set of questions regarding the strengths, weaknesses,
opportunities, and threats to reach a goal or objective. It addresses both internal and
external factors and is a useful overview to determine the attainability of objectives.
The following information is based on responses from Santa Rosa Historical
Society Board members. The survey was distributed on February 5th, 2014, and
responses were received from five out of the eight board members. Please refer to
Appendix A for an exact copy of the distributed form.

Strengths

The Imogenes historical value


The boards shared love of history and the preservation of historic buildings
Attractive, multipurpose space that can be used for a wide variety of events

Weaknesses
Lack of engagement, incentives, and awareness of the theatre among the
Northwest Florida community in regards to the membership process
Shortage of events utilizing The Imogene
Time constraints of the SRHS board members and lack of paid employees

Opportunities
Integrate the theatre and make it more accessible to the community
Versatile spaces capable of hosting diverse events and activities
Incoming movie projector and screen capabilities

Threats
Lack of relationship with the City of Milton
SRHS board is currently spread too thin
Need for effective marketing and advertising

Focus Groups
During our research phase, we hosted two focus groups in the lobby of The
Imogene Theatre. Our first session had two male and two female empty nesters,
meaning people with no children at home. Our second session had one nester,
meaning people with children that still live at home. Through the focus groups, we
were able to gain a better understanding of the current opinions about The Imogene.
We began by asking our members how they find out about events in the area. Their
responses included social media, fliers, the local water bill newsletter, and most
importantly, word of mouth. Then we asked about the outlets they use for receiving
news. Each of our respondents agreed on the local news channel and one person
said the Yelp website.
After finding out about how each person receives information, we wanted to
investigate if they have ever attended an Imogene event in the past. Two of the
respondents had attended The Imogene for a wedding and dance recital that was
prior to the 2009 fire. With fliers and newsletters being one of The Imogenes main
sources of information, our next question was about what kind of information our
respondents would like to see in The Imogenes newsletter. Some of the answers
included having a calendar of events and small doses of historical facts in a
newsletter or online.
Since The Imogene is mostly volunteer-based, we continued by asking the
participants if they volunteer anywhere. Only one participant in the empty nester
session is currently volunteering for Big Brothers / Big Sisters. The kinds of events
the participants wanted to see included outside art shows, murder mystery nights,
bands and music performances, exercise classes, etc. They were willing to pay $10
to $25 for most of these events. They would attend events on weekends.

e
n
i
n
o
t
erview
n
o
e
n
s
O
One-on-one interviews are used to gauge specific and in-depth responses from
selected individuals. In research, these types of interviews are often used because it
allows the interviewees to contribute their ideas, mention their personal experience,
and elaborate their answers to best fit the question.

Two members of the Wellspring PR team held one-on-one interviews with four
citizens of the Milton area. These citizens were active in the Milton community and
had leadership roles on several boards and chambers throughout Northwest Florida.
Each interview consisted of five questions. In compiling their answers, Wellspring
PR discovered more about the relationship between The Imogene and the Milton
community. Specifically, many people in Milton know about The Imogene but
do not know if it is still an active business. To many of these interviewees, The
Imogene is a historic building that has much to offer but is not reaching out to
further publicize itself. Additionally, there is a high demand for arts and culture
within the Northwest Florida area. The Imogene needs to be aware of this and
needs to gear their events to reflect the community. These actions would include
things that involve the history of the area and family-oriented events. Many of these
community leaders advised to use traditional and social media to create a presence
within Milton. Finally, partnering with local businesses and schools was seen as a
first step in increasing events and community awareness about The Imogene.

iv
e
t
a
a
r
n
a
a
p
lysis
m
o
c
Wellspring PR conducted a comparative analysis as part of the research component
of the campaign for The Imogene. The analysis concerned theatres similar to The
Imogene that have achieved success in community involvement, volunteer efforts,
memberships, and strong partnerships. This information was gathered regarding
The Strand Theatre in Georgetown, South Carolina; The Showboat Theatre in Fort
Polk, Louisiana; and Carnegie Hall in Lewisburg, West Virginia.
The Strand is valuable to the comparative analysis because it excels in partnerships
and volunteer efforts. The theatre has partnered with the Swamp Fox Players,
a non-profit volunteer community organization of theatre-lovers who produce
stage plays and musicals. Volunteers run most of the theatre, but there is one fulltime staff member. Memberships for the movie house and sponsorships for the
theatre productions range from $100 to $5,000. The Strand encourages community
involvement with incentives for both members and sponsors.
The Showboat Theatre in Fort Polk, Louisiana is a popular dinner theatre with a
large military presence. After moving to a new building last year, the theatre held
a grand re-opening ribbon cutting ceremony, to which the public was invited.
Members, retirees, family members, and Department of Defense civilians make up
the cast and crew of every production. The theatres one staff member handles all
theatre rentals and coordinates volunteer work. The theatre has kept its doors open
for 24 years with the help of donations, volunteers, and the community.
Carnegie Hall in Lewisburg, West Virginia was built in 1902 and is a not-forprofit center for education and the arts. It hosts classes, workshops, art exhibits,
independent film series, and education programs for the community and has
partnered with two schools in the area to host performances and art exhibits for
children. The theatres volunteer base consists of 150 volunteers and has a staff of
9 people. Memberships are a big component in the success of Carnegie Hall, with
memberships of various levels and benefits.

10

recommendations
Wellspring PR performed thorough research that supports these recommendations.
If these suggestions are implemented, The Imogene will be able to reach the goals
set forth in this campaign.

RAISE PUBLIC AWAReNESS


Develop long-lasting community partnerships with organizations vital to
Miltons future (e.g., the Blackwater Pyrates and local schools)
Create social media accounts for The Imogene in order to further promulgate
the image and mission of The Imogene among local communities
Utilize the City of Miltons water bill mail outs, which allows for The
Imogene to place information inside the water bill envelopes
Design a new logo for The Imogene
Offer various events that are unique and beneficial to the local communities
(e.g., seasonal balls, exercise classes, etc.)

DEVELOP MEMBERSHIP
Institute incentives for becoming a member of The Imogene such as
movie tickets, discounts, etc.
Construct a membership program that consists of various membership levels
and corresponding benefits
Inform the various communities of The Imogenes dependence on and need
for volunteers

ENSURE LONG TERM BRANDING & PARTNERSHIPS


Ensure that branding standards are utilized throughout all of The Imogenes
promotional information, communication materials, and events
Commemorate the renovation of The Imogene with a new on-stage
banner that honors current sponsors and donors (individual or corporate)
Work with the University of West Florida on the process of making The
Imogene the newest member of the Universitys Historic Trust

11

Goal One
Raise Public Awareness
Objective 1: Increase public event attendance by 50% within one year.
Strategy: Create and publicize events in order to engage the local community.
Tactics:
Create events that generate public interest
Utilize local theatre groups, schools, clubs, performing arts groups, etc.
Create signature event: New Years Eve Ball
Partner with community events like 4th of July and Bands on Blackwater
Provide drinks, air conditioning, and rest areas
Host weekly, biweekly, and monthly events such as:
Movie nights
Mystery dinner theatre
Weekly late night kids events
Plan and initiate Grand Reopening Event
Contact Imogenes daughter/grand-daughter
Create buzz with media blitz and publicity
Provide giveaways at events to advance the name such as:
Koozies
T-shirts
Stationery
Refillable popcorn buckets
Cups
Develop media relationships
Create and circulate event calendar through online and print newsletters
Initiate media book tactics
Connect with military community via 4th of July, Veterans Day, and
Memorial Day events
Provide event discounts and incentives for military personnel and families
Evaluation: Record attendance at events and conduct surveys to gauge awareness.

12

Goal One

Raise Public Awareness


Objective 2: Develop online presence on two social media platforms in one year.
Strategy: Create and maintain accounts that encourage engagement of an
online audience.
Tactics:
Create accounts on Facebook and Twitter
Link analytics systems to accounts
HootSuite, Sprout Social, Google Analytics
Regularly update news on platforms
Use hashtags for event promotions
Promote contests on platforms
Share status, tag us, or check-in to win prizes
Evaluation: Review establishment of accounts on platforms and amount of
engagement with followers.

13

Goal two
Develop Membership
Objective 1: Increase the volunteer base by 75% in one year.
Strategy: Recruit and maintain an active volunteer base.
Tactics:
Partner with the University of West Florida and local schools
Create formal and informal volunteer events
Develop volunteer incentives such as:
T-shirts
Free food and beverages
Set up a volunteer booth at other events to recruit more volunteers
Host an awards night for volunteers
Create an informative volunteer flier
Acknowledge volunteers in movie credits
Include a volunteer spotlight in the newsletter
Offer free rental space based on volunteer hours
Evaluation: Record the current volunteer base and compare with previous year.
Objective 2: Increase memberships of various levels by 50% in one year.
Strategy: Expand the levels of memberships and desire to be a member.
Tactics:
Provide a membership banquet for members
Offer rental discounts
Distribute an informational pamphlet
Highlight members on traditional and social media
Provide membership perks such as:
Special seating at events
Event ticket discounts
Concession discounts
Free tickets to events
Evaluation: Measure the growth of new membership levels since establishment.

14

Goal three
Long-Term Branding and
Community Partnerships
Objective 1: Increase number of The Imogenes partnerships by seven within one
year of initiating communication campaign.
Strategy: Visit businesses and promote benefits of partnering with The Imogene.
Tactics:
Create and distribute quarterly informational fliers for local businesses
Recreate sponsorship banner
Initiate specific events geared towards potential partners
Hold an informational sponsorship presentation at The Imogene
Evaluation: Assess the amount of partnerships created after one year of
implementing the campaign plan.
Objective 2: Implement branding standards that promote consistent marketing of
The Imogene by one year of the initiated WellSpring campaign.
Strategy: Develop standards of cohesive branding for volunteers to follow.
Tactics:
Promote consistent logo and tagline
Rebrand The Imogene
Consistent color scheme
Implement unified color scheme and design layout
Adhere to the mission statement
Use uniform messages on all media
Centralize points of contact for The Imogene
Evaluation: Review The Imogenes branding across traditional and social media,

both internally and externally.

15

Create and publicize events in order to engage community

Strategy

Create and maintain accounts that engage an online audience

Recruit and maintain an active volunteer base

Strategy

Strategy

Visit businesses and promote the Imogene

Strategy

Develop a timeline of cohesive branding for staff

Tactics Promote consistent logo and tagline

Strategy

Hold an informational sponsorship presentation

Initiate specific events geared toward potential partners

Recreate sponsorship banner

Tactics Create informational fliers and distribute quarterly

Ensure long-term branding and community partnerships

16

Goal

Provide membership perks

Distribute an informational pamphlet

Offer rental discounts

Expand the levels of memberships and desire to be a member

Offer free rental space based on volunteer hours

Develop volunteer incentives

Tactics Partner with the University of West Florida and local schools

Develop membership

Goal

Promote contests on platforms

Link analytic systems to accounts

TacticsCreate accounts on Facebook and Twitter

Strategy

Connect with military community on military holidays

Create and circulate event calendar

Develop media relationships

Provide giveaways at events

TacticsCreate events that generate public interest

Raise Public Awareness

Goal

Calendar
of Events
Jun. Jul. Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May.
14 14 14
14
14
14
14
15 15
15
15 15

CAlendar Snapshot

Calendar

budget
In order to effectively promote The Imogene Theatre, one must take into account
our projected growth and to reallocate the newly generated funds to align with the
communication goals. Revenue will be generated from five main sources: increased
membership, sponsorships, rentals, grants, and signature events. Expenses include
promotional materials, events, and staff.

REVENUE
TYPE

QUANTITY
$25
$50
$100

$3,000

Sponsorships

5: $1,000

$5,000

Increased Rentals

60: $200
15: $750
2: $1,300

$25,850

Grants

2: $2,500

$5,000

Increased
Membership

New Years Eve Ball


Tickets

Total
Support

50:
15:
10:

REVENUE

150:

$60

$9,000

$47,850

17

budget
Expenses
TYPE

QUANTITY

Newsletter
(100 lb, gloss, full color)

75

$61

Brochure
(100 lb, gloss, trifold, full
color)

150

$101

Stationery

200

$55

Business Cards

200

$32

Communication Specialist
(salary)

$ 27,000

New Years Eve Ball


(catering and decorations)

$1,600

Total
Expenses

COST

$28,849

18

creative concept

Wellspring PR has developed a public relations plan to create an identity and


increase awareness for The Imogene Theatre. The theatre is in great need of
a consistent brand image in order to be easily recognizable throughout the
community. A cohesive brand will afford The Imogene with increased levels of
awareness and credibility.
Our main goal when planning was to develop a creative concept that not only stays
true to the history of The Imogene Theatre, but also has the ability to appeal to
young and old demographics. Wellspring PR has tailored a creative concept for
The Imogene Theatre that includes rebranding of the name, logo, and tagline. In
all branding materials, the word theatre has been dropped so that it is now just The
Imogene. This subtle change reflects that The Imogene has so much more to offer
the communities than just theatre attractions. Since the word Imogene is an old
Celtic word for maiden, the new logo applies a classic look with a feminine touch.
The overall image conveys that the theatre has now become personified as The
Imogene. Likewise, the tagline The Belle of the South, further bolsters the new
brand name and logo. Wellspring PR has produced numerous promotional materials
reflecting the concept through newsletters, brochures, forms, and more.

19

a
l
n
m
o
i
a
t
t
e
o
r
m
ials
o
R
P
Business Card & Stationery

The Imogene

6866 Caroline St.


Milton, Fl

32570

The Imogene

John Smith
850-982-4544

JSmith@Imogene.com

santarosahistoricalsociety.com

20

a
l
n
m
o
i
aterial
t
o
m
o
s
PR
newsletter

Curtain Call

A Publication from The Imogene

Information about The


I m pa c t 1 0 0 Awa r d
As many of you may have heard, the
Santa Rosa Historical Society was
awarded a grant from Pensacola Bay
Area Impact 100 group. The $104,500
grant will be used to bring new life to
The Imogene in 2014, and will be used
to install a projection system and movie
screen, as well as renovate the kitchen
facilities. These upgrades will vastly
improve The Imogenes current facilities,
and allow the users to host an even
wider variety of events and activities.
Furthermore, the grant will fully cover
the costs of these improvements, which
means current rental rates will remain
unchanged.

Please e-mail for further information about


venue rental and pricing:
santarosahistoricalsociety@gmail.com
The Imogene Theatre
6866 Caroline Street
Milton, FL 32570
(850) 982-4544
Drop by and visit our
Historic Museum!

June 2014

A Message to our Family and friends,


Thank you for your continued interest and investment in The
Imogene. Our goal at the Santa Rosa Historical Society is to tell
the story of our community and continue legacies established
many years ago. One of our proudest legacies is the historic
Imogene Theatre. During its heyday, The Imogene acted as the
center of the Milton community; a space where everyone in the
area could meet up, spend time together, and enjoy local and
traveling talent. This community aspect of the theatre is
something we are looking to restore through facility
improvements and our recent rebranding campaign. I would like
to take the time to thank you for joining us in our mission to
revitalize our current community through our precious
historical landmarks, and to ensure that future generations can
enjoy them as much we have in the present and in the past.

DID YOU
KNOW

The downstairs retail space of the


Imogene was the home of Miltons
Post Office for more than 30 years?

Member Spotlight
John Downey has been a contributing
member of the Santa Rosa Historical Society
for over 15 years, and is an active volunteer
at events. His favorite event is the
annual Ghost Walk, where he portrays lumber
worker, CharlieStrongback.

21

a
l
n
m
o
i
a
t
t
e
o
r
m
ials
o
R
P
Brochure

History of the Imogene


After the Great Milton Fire of 1909 destroyed most of
the downtown commercial district, there was a need for
a new public auditorium in town. In 1912, the
president of Miltons First National Bank, Stephen J.
Harvey, financed the construction of the Milton Opera
House, which opened its doors in October 1913.
The auditoriums earliest venues were traveling
vaudeville shows, and silent moving pictures, the very
first of which was The Passion Play, a six reel depiction
of the life of Christ. In 1921 the Gooch family bought
the auditorium and renamed it after their young
daughter, Imogene.
The Imogene was purchased by The Santa Rosa
Historical Society in 1985. With the help of state grants,
the society saved The Imogene and reopened it to the
public in 1987.
Then, nearly 100 years to the day of the 1909 fire,
another conflagration ripped through Downtown
Milton, severely damaging the theatre. Now,
The Historical Society has tended to her wounds and
stands ready to welcome the public once again.

Like us on Facebook
Follow us on Twitter
For more information, visit our website at
santarosahistoricalsociety.com
or contact us at
santarosahistoricalsociety@gmail.com

6686 Caroline Street


Milton, Florida 32570
(850) 982-4544
santarosahistoricalsociety.com

The Santa Rosa Historical Society

Renovations

Volunteer Opportunities

Membership Application

The Santa Rosa Historical Society received an


IMPACT 100 grant in 2013 for its project to
Light Up the Imogene after a 2009 fire
destroyed much of the historical theatre. The
Imogene suffered severe smoke and water
damage, and all plastic surfaces melted. Thanks
to the IMPACT 100 grant, the Imogene was able
to undergo a complete renovation in an effort to
stay in the Milton community. The renovation
includes: new stage dimming and lighting, audio
visual and projection system, kitchen equipment
and repairs, museum renovation, theatre balcony
chairs, theatre window shades and an antique
upright piano to keep the historic touches. Most
of the renovations are complete at this time and
assisted in re-opening the Imogene.

Partnering with local schools, organizations,


and businesses, The Imogene provides many
volunteer opportunities for the community.
Volunteers will be helping with various events
and activities The Imogene hosts. If you are
interested in volunteering, contact us at
santarosahistoricalsociety@gmail.com

Membership forms are available at


The Imogene or on our website
santarosahistoricalsociety.com

Membership
Silver:
-One membership card
-Free ticket
-Invitation only event and reception

Gold:
-One membership card
-Two free tickets
-Invitation to a membership only
event and reception
-10% off concession prices

Platinum:

All the worlds a stage.


William Shakespeare

-Membership card
-Four free tickets
-25% off concession prices
-Floor seats

Silver

$25

Gold

$50

Platinum

$100

Name:_________________________________
Address:_______________________________
City/State/Zip:__________________________
Phone: (___)____________________________
Email:_________________________________
How would you like to be contacted?
Email
Phone
Checks payable to
Santa Rosa Historical Society
or include credit card information below.

Visa

MC

Discover

AMEX

Name on card:___________________________
Card Number:___________________________
Expiration date:__________________________
CCV:__________________________________

22

a
l
n
m
o
i
aterial
t
o
m
o
s
PR
Membership Form

Name:

______________________________________________

Address: _______________________________________________
City: _______________________________ State: __________ Zip: _____
Phone Number: (home) _________________
(cell) ____________________ (work) __________________
Email Address: _______________________________________
I wish to receive updates of upcoming events and activities.
YES ___
NO ___
I wish to receive additional information about volunteer opportunities at
The Imogene. YES ___ NO___

MEMBERSHIP LEVELS


Silver Level - $25


Gold Level - $50

10% off concessions


Platinum Level - $100
25% off concessions
Reserved floor seats

All levels receive:

Membership card
Free tickets to events
Invite to members only event
Subscription to newsletter

Desired Membership Level:_________ Additional Contribution: _______

23

a
l
n
m
o
i
a
t
t
e
o
r
m
ials
o
R
P
grand reopening

The Imogenes Grand Reopening Ball


Cost: $60 per individual, $100 per couple, free passes to members of the
media
Location: 6866 Caroline St. Milton, FL (The Imogene)
Public: Milton/Pensacola residents, specifically 21+.
Dress: Black tie optional
Special Guest: Algene Oemler, Imogene Goochs daughter
Food/Beverages: Beer, Wine, Light hors doeuvres
Expected Attendance: 300 guests
Dcor: Tables, Tablecloths, Centerpieces, Large photos of The Imogene/
Milton
Entertainment: Live band, Lights, Photo booth, Photo booth props, Backdrop
with The Imogenes logo for the photo booth, Red Carpet for the front
entrance, Bartenders, and Food Runners.
Social Media: Find your pictures from the photo booth on Facebook!
#ImAtImogene #ImogeneBall

24

a
l
n
material
o
i
t
o
m
o
s
PR
Signature Event

Imogenes Royal Ball, a New Years Eve Tradition


Cost: $60 per individual, $100 per couple
Location: 6866 Caroline St. Milton, FL (The Imogene)
Catering Options:
300 people
An average of 12 pieces of heavy appetizers per couple
Option 1: $10 per person
Crystal Catering
6002 Berryhill Rd. Milton, FL 32570
850-626-5006
Option 2: $7 per person
Nancys Haute Affairs
555 Scenic Hwy, Pensacola
850-434-0112
Beverages
Beer, Wine, Soda, Water
Cost: Approximately $500
Expected Attendance: 300 guests
Additional Supplies:
Decor and event tables, buffet, etc.: $900
Printing (Posters, Invitation style flyers): $450
Event planner: $3,000
Entertainment (live music or DJ): $1,000

25

cation specialist
i
n
u
m
m
co
Based on our extensive research, Wellspring 2014 highly suggests that a position
be created to manage all communication between The Imogene and the community.
The position, Communication Specialist, will entail the following responsibilities:
JOB DESCRIPTION:
The Communication Specialist will serve as the liaison between The Imogene
and the community. The individual will maintain continuous internal and external
communication for The Imogene including the Santa Rosa Historical Societys
board of directors, members, volunteers, sponsors, partnerships, hired staff, and
the community. This individual will be responsible for locating funding sources,
writing grants, and acting as event liaison for The Imogene.
RESPONSIBILITIES:
Implement, maintain, and update the communications campaign
Communicate with the local media, businesses, and board members
Maintain and update all social media
Develop newsletters, advertisements, and direct mailing
Seek potential funding sources and sponsors
Research, prepare, and write grants
Perform communication and marketing research
QUALIFICATIONS:
Bachelor of Arts in Public Relations, Communications, or other related fields
Excellent written and verbal communication skills
Knowledge of grant writing
Experience in designing promotional materials
Proficient in Adobe Suite, Microsoft Office, and social media
Performs multiple tasks with enthusiasm
Available weekends and evenings, when needed
SALARY: $26,000-$28,000

26

call to action
The Imogene is a valuable historic landmark and an important part of Miltons
history. During the years following its construction, it represented a gathering place
for the community and demonstrated the importance of the arts in everyday life.
Wellspring PR has spoken with members of the community, local opinion leaders,
and board members of the Santa Rosa Historical Society to evaluate the general
perception of The Imogene. We have noticed the importance of membership,
community integration, cohesive branding, and utilization of the full potential of
The Imogenes unique facilities, among other things.
Alongside the ongoing renovations, the changes that will be made thanks to the
Impact 100 grant, and Wellspring PRs recommendations, The Imogene can be
revitalized as a Milton treasure and reintegrated into the everyday lives of its
citizens.

27

g
n
p
i
r
r 2014
p
s
l
l
e
w

For the past 12 years, the University of West Florida has offered a capstone course:
Wellspring Public Relations. The course is comprised of ten public relations
students who are selected and led by Eileen Perrigo, APR. The purpose of this
agency is to aid local non-profit organizations in the Northwest Florida area. These
501(c)(3) non-profits are then equipped with research, promotional materials, and
a public relations campaign to further promote their business. In creating these
campaigns in previous years, Wellspring PR has been awarded five Florida Public
Relations Association Golden Image Awards and four Awards of Distinction.

28

agency

Eileen Perrigo, APR


Consultant

Joe Napier

Executive Director

Gabrielle Garrett
Research Director

Brittany Blackburn
PR Specialist

Abbey Lelina
PR Specialist

Zachary Farrington
Creative Director

Amber Galligher
PR Specialist

Kali Mann

PR Specialist

Hannah Weinstein
Media Director

Mary Hartshorn
PR Specialist

Betsy Paige
29
PR Specialist

Division D, Category 5
The Imogene Theatre Public Relations Campaign
50 Word Summary

In the Spring 2014 semester, Wellspring Public Relations, a senior level students group at the University
of West Florida, prepared a comprehensive rebranding and awareness campaign for the historic Imogene Theatre to
present to the theatres managing body, The Santa Rosa Historical Society (SRHS), a non-profit 501(c)(3).