Plan Book

MillersvilleUniversityofPennsylvaniaPublicRelationsCampaignStudentTeam
MillersvilleUniversity,MillersvillePennsylvania17551
CONTACTS:JessicaMcGowan(215)2084643
AmandaReedy(610)3149023
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PLAN BOOK
MAY 14, 2013
JESSICAMCGOWANANDAMANDAREEDY,AccountExecutives
JESSICAMCGOWAN,CreativeDirector
AMANDAREEDY,MediaPlanner
JENNAGOULD,SocialMediaDirector
KELLYHESS,ResearchDirector
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MATTHELLMANN,CopyEditorandResearchDirector
A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

MILLERSVILLE UNIVERSITY OF PENNSYLVANIA DR. THERESA RUSSELL- LORETZ SPRING 2013
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TABLE OF CONTENTS

PROMINENTPUBLICRELATIONSPHILOSOPHY....................................................................3
EXECUTIVESUMMARY.........................................................................................................4
RESEARCH............................................................................................................................5
SituationalAnalysis.................................................................................................6
ResearchProposal..................................................................................................14
FactSheet...............................................................................................................19
PLANNING...........................................................................................................................20
Objectives&Strategies..........................................................................................21
COMMUNICATION...............................................................................................................25
CampaignTimetable..............................................................................................27
CampaignBudget...................................................................................................28
PertCPM...............................................................................................................29
EVALUATION......................................................................................................................30
Evaluations&Recommendations..........................................................................31
REFERENCES.......................................................................................................................34
APPENDICES........................................................................................................................35
AppendixA:PublicsWheel...................................................................................36
AppendixB:IRBResponse...................................................................................37
AppendixC:CampWillInterviewConsentForm................................................40
AppendixD:CampWillInterviewQuestions.......................................................41
AppendixE:SignedCampWillInterviewConsentForm....................................42
AppendixF:PressRelease.....................................................................................46
AppendixG:Flyer.................................................................................................47
AppendixH:OnlineCalendarExample................................................................48
AppendixI:Facebook............................................................................................49
AppendixJ:Twitter...............................................................................................50
AppendixK:FirstFridayHandout........................................................................51
AppendixL:EventPhotographs............................................................................52
AppendixM:RaffleTicket....................................................................................54
AppendixN:MediaList........................................................................................55
AppendixO:TeamCalendar.................................................................................56
AppendixP:TPSPVideos.....................................................................................58
TEAMMEMBERSUMMARY................................................................................................59

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PROMINENT PUBLIC RELATIONS AGENCY

Millersville University of Pennsylvania Public Relations Campaign Student Team

Millersville University, Millersville Pennsylvania 17551
CONTACTS: Jessica McGowan (215) 208-4643
Amanda Reedy (610) 314-9023

Agency Philosophy
AGENCYCLIENTPHILOSOPHY:
Toourclientswepromisetoalwaysgoaboveandbeyondanyexpectations.PRominent
setsnolimitsinwhatwehavedoneforyou.Wehavegonetoextraordinarymeasuresto
ensurethatasourclientsthereisasolidcampaign.Eachclientistreatedasanindividual
andtreatedwithrespect.Westrivetobuildaneverlastingrelationshipwithpast,present,
andfutureclients.

INTRAAGENCYPHILOSOPHY:
PRominentengrainedcredibilityandtrustworthinessintooneanother.Webelieved
buildinganinternalrelationshipisthefoundationofatrulyeffectivelongtermpublic
relationseffort.Effectivecommunicationflowedfromanexpertteamwithlimitless
talents.

PRominentPublicRelationsconsistedoffivestrongmembers.Individuallyallwere
capableofgreatthingsbuttogethertheyformedaboundlesspowerhouse.McGowanand
Reedyweretheleaderswhoencouragedgreatworkfromtheirteam.Workingtogether
wasaneasyflowforthem,theteam,andtheclient.Theteamproducedpracticalideas
andformulatinginnovativecampaignsforeveryclient.ThePRominentfivebrought
togetheratalentthatisunmatchedbyanyotherinaprofessionalmanner.Gould,Hess
andHellmannweretherestofthemembersoftheteamthatcoveredeverythingfrom
socialmediatoresearch.Allareascovered,PRominentPublicRelationswasthefirm
thatremainsimmeasurableinpossibilities.


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EXECUTIVE SUMMARY

CLIENT
ThePeoplesShakespeareProject(TPSP)
FIXEDTIMEPERIOD
Thiscampaignisenclosedwithbothanopportunityandproblemstatement.The
opportunityproposalwasdesignedfora3monthperiodthatbeganFebruary15,2013
andranuntilApril14,2013.
OPPORTUNITYSTATEMENT
Toincreaseattendancefrom70peoplein2012to150peopleatthesecondannual
HappyBirthdayShakespearefundraisingeventforTPSP.
SUMMARYOFRESEARCHRESULTS:
TPSPisanonprofitorganizationthatbringsWilliamShakespearesworktothe
Lancasterareacommunitythroughplaysandcamps.
TARGETPUBLIC(S)
Thetargetpublicsforthiscampaignwerebothinternalandexternal.Theinternalpublics
wewantedtotargetwereLauraHowell,director,theboardofdirectors,andThe
KeystoneArtandCultureCenter.Thethreeinternalpublicswerekeytopublicizingthe
eventtoreachthegoal.Theexternalpublicsthatwereconcentratedonwereprevious
donors,pastattendeesofCampWill,andfamilies.Weplannedtotargeteducatorsand
localdramaticartists.TheexternalsocialmediapublicswereFacebookfriends,Twitter
followers,andYouTubewatchers.IneffectthiscreatedhypeforHappyBirthday
Shakespeareandincreasedattendanceattheevent;webecameinvolvedinLancaster
CitysFirstFriday,whichwasheldonApril5.Wewereinterestedingettingtheattention
ofindividualsintheLancasterAreathatattendedLancasterCitysFirstFridayEvents.
CAMPAIGNTHEME
HappyBirthdayShakespeare
CAMPAIGNS.M.A.R.T.GOALS
Toincreaseattendancefrom70peoplewhoattendedthefirstannualeventin2012to150
peopleatthesecondannualHappyBirthdayShakespearefundraisingeventfor
TPSPbythedayoftheevent,April14,2013.
TIMELINE(S)

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February15,2013April14,2013

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RESEARCH

8

SITUATIONAL ANALYSIS

CURRENTMESSAGE
Enliveningourcommunitythroughperformanceandeducation
MISSIONS,VALUES,GOALS
ThePeoplesShakespeareProject(TPSP)isanonprofitorganization501(c)3foundedin
2006.ItsmissioniscommittedtofosteraloveofShakespearethroughperformanceand
performancebasedinstruction.TPSPalsoimpartsthesameloveandappreciationto
othersofWilliamShakespeare.Itsvisionistoenrichtheintellectuallivesofstudents,
audience,andparticipantsthroughexplorationofknowledgeandinsightgainedby
exposuretoShakespearescharactersandplays.Thevaluesaretheenactmentof
ShakespearesflawedcharactersdevelopedbyShakespeare.TheProjecthelpsdevelopa
deeperunderstandingofShakespeare.Itsgoalistoreachaudiencesthrough
Shakespearesworks,texts,wisdoms,andplays.
BACKGROUND
HowellsstoryandbackgroundofThePeoplesShakespeareProjectisaratherunique
one.Howellwasinafortunatefinancialposition.Amemberinherfamilyhadmoneyto
giveherifshestartedanonprofit.HowellthoughtaboutitandhaddoneShakespearefor
years.Thefundingfromthefamilymemberhelpedherfinanciallywiththreetofour
yearsofThePeoplesShakespeareProject.ThePeoplesShakespeareProjectstarted
becauseofherfamilymembersgenerosity.Shelovedworkingwithstudents,andfirst
workedwithcollegestudentsbeforeopeningtheorganizationtoeveryone.Thesecond
yearTPSPwasopen,CampWillbegan.
HowelldevelopedaloveforShakespearein1997whensheworkedatLancaster
CountryDay.ThestudentswantedtodoaShakespeareplay,butdislikingShakespeare,
Howelldidnotwanttodoit.AtLancasterCountryDaySchooltherewasagardenand
naturalstage,andalibrarypatioontothegardenstage.HowellrealizedtheyshoulddoA
MidsummersNightDreamoutsidein2000.
HowellstartedstudyingShakespeareinCompanyataschoolinMassachusetts.She
loveditmoreandmoreandgottotallyimmersedinit.Shethenwentbacktotheschool
inMassachusettsandstudiedasanactor.ShethoughtShakespearewasagreatchallenge
andthelanguagewassopowerful.ShelovedthatchildrenexploredShakespeareatan
earlyage,becausetheydidnotknowthelanguage,andtheyweresupposedtobeafraid
ofit.
CHALLENGES&SUCCESSESOFORGANIZATIONALESTABLISHMENTS

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DevelopingThePeoplesShakespeareProjecthadnumerouschallenges.Oneofthe
challengestheorganizationfacedwastheweatherbecauseofanoutdoortheater.In
addition,CampWilldidnothavefullenrollmentforthefirstthreeorfouryears.The
Organizationhaddifficultybringingaudiencesin,evenforfreeperformances.In
addition,themarketingaspectofthebusinesswasdifficult.
Ontheotherhand,ThePeoplesShakespeareProjecthadmanysuccesses.Howellloved
thatshecouldbringlivemusictotheproductionsandaddedatwisttotheorganization.
ThePeoplesShakespeareProjectalsodidcurtaincalldanceintheirperformances.This
happenedattheendofShakespearesplaysandnooneelseinLancasterdidthat.Howell
feltgoodaboutthecaliberofworktheorganizationdidforthecommunity.
Howellthoughtthattheorganizationlocationsaidalotaboutit,sincepeopleoftengot
confusedandthoughtTPSPstrictlysupportedcollegestudents.Itwaswonderfultobeat
MillersvilleUniversityandTPSPreceivedatonofsupport.Theoutsidewasahuge
factorbecauseitwasfamilyfriendlywithapond,ducks,geese,andpeoplewantedto
picnic.
ExecutiveBoard,Staff,andVolunteers
TheboardmembersofTPSPareKyleEgan,VictorCapecce,Secretary/Treasurer,Bob
Walker(pastpresident),MikeSladik,DaralBoles,DanielaCicerrumm,andBarbra
Smithgall.Thenumberofvolunteersfluctuateeveryyear.
SERVICES,PRODUCTS
Howell,ExecutiveDirectorandArtisticDirector,offersteachertrainingworkshopson
howtointroduceShakespeareintotheclassroom.Howellexplainstheintroductionof
Shakespeareandhislanguagetomiddleandhighschoolstudents.Shedirectsspecific
explorationswithaspecificplay.Howellscomfortlevelhasawiderange:sheteaches
fromfirstgradethroughtheseniorcitizenagegroup.Howellrealizesthatknowledgeand
insightwereextremelyempoweringforstudents,wheninvolvedinaplay.
TPSPparticipatesinMillersvilleUniversitysFourCornersSummerArtsFestival.This
willentailaperformanceofRomeoandJuliet.Inaddition,thesummerShakespeare
campreferredtoasCampWill,isscheduledforJuly1128,2013,andopentomiddle
schoolstudents.CampWillinvolves5th9thgradersatDutcherHall,inMillersville
University.Lastyear,14studentsparticipatedinCampWill,and100audiencemembers
sawtheproductionduringthe2012season.
Theprojectseeksvolunteersinallvocations,whichincludedfundraising,sewing,
costuming,computeroperatingandtechnicalsupport.HowellisresidentartistwithThe
PACouncilontheArts.
FACILITIES,LOCATION

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TPSPholdsCampWillatMillersvilleUniversitysDutcherHall.Inaddition,ithasa
partnershipwithFranklin&MarshallCollegeforrehearsalandperformancepurposes.
REVENUESOURCES
TPSPreceivesgrantsthroughProjectStreamandArtistsinEducationthroughthePA
CouncilontheArts.MoneyalsocomesfromtheCampWillfee,whichwas$335per
person.TicketsalesfromtheHappyBirthdayShakespeareeventalsobringinrevenue.
PUBLICS:DONORS,SUPPORTERS,ANDPARTNERS
ThemajordonorofthesecondannualHappyBirthdayShakespeareeventisMr.JonasB.
Kauffman,FinancialAdvisorofAmeripriseFinancial.Thesupportersoftheeventare
VictorCappecce,SecretaryandTreasurerofTPSP.CappecceisalsoanAssistant
ProfessorofCommunicationatMillersvilleUniversity,andactivelyinvolvedwith
DutcherTheatreonMillersvillescampus.AdditionalpartnersincludethePACouncilon
theArtsandFranklin&MarshallCollege.
FAMILIES
Thefamiliesofthechildrenaged1015(5th9thgrade)areinvolvedinTPSPwhetherit
istransportationorfinancialsupport.Also,eventswereconsideredfamilyfriendlyin
nature.Families,mostlyparentsandgrandparentsmayencouragetheirchildrento
becomeinvolvedinthisorganizationbecausetheythinkitisagoodcause.Theymay
alsoperceiveitasagreat,safe,educationaloutletfortheirchildren.Familiesmay
encouragetheirchildrenbyhavingthemattendeachpractice,workwellwithothers,and
havingthempracticeathome.
Familiescometothesummershowsthatarefreeandtakeplaceoutside.Thechildrencan
playbythepondandfeedtheducks.Thefamiliescanrelaxbythepondandenjoynature
andShakespeareplays.
EDUCATIONALOUTREACH
Howellhastaughtmanydifferentworkshopsatmanydifferentschools,theatresand
organizations.Sheisverycomfortableworkingwithallageshavingtaughtfirstgraders
throughseniorcitizens.
Examples:Teachertrainingworkshops:howtointroduceShakespeareintheclassroom,
introductionofShakespeareandhislanguagetomiddleandhighschoolstudents,or
specificexplorationswithaspecificplay.
PUBLICPROFILE
Helenwasa65yearoldLancasterCityresident.Shelivedinthecityforthepast40
yearsandwaswellconnectedtothecommunity.Sinceherretirement,shetookto
spendinghertimeandmoneyworkingwithnonprofitsthatbenefitedthearts,specifically
actingandperformingarts.Havingactedwhenshewasyounger,Helensawthevaluein
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theaterandbelievedthatwiththerightexposureotherscouldenjoyitjustasmuchasshe
hadthroughoutherlife.Therefore,shechosetohelpsupportTPSPbyattendingnotjust
thesummershowbutalsoattendedHappyBirthdayShakespearewithadditional
donationsthroughouttheyear.
SWOTANALYSIS
STRENGTHS
ThesecondannualeventwasheldinLancaster,PennsylvaniaattheKeystoneArtand
CultureCenter,420PearlStreet,Lancaster,PA17603.Theeveningincluded
refreshmentsandentertainment.Theartscenterwasaccustomedtohostingsuchevents,
andhadacapacityof200250seats.Therewasawebsiteforpurchasingticketsin
advancethathadbeenestablishedthroughtheKeystoneArtandCultureCenter.People
purchasedticketsbymail.Onthedayoftheevent,therewasaperformancethatlasted35
minutesperformedby5th9thgraders.
Adonorcontributed$500tothisyearsparty.TheorganizationpartneredwithFour
CornersArtFestivalsoitsupportedtheeventaswell.TheboardmembersofTPSP
contributedthefoodforthebirthdayevent.HappyBirthdayShakespearewaspromoted
throughfliersatFirstFridayonApril5.
WEAKNESS
Only70peopleattendedHappyBirthdayShakespearelastyear.Theeventwasduring
primedinnerhourssolesspeopleattendedthisevent.Wewereonatight$500budgetfor
HappyBirthdayShakespeare.PayingforparkinginLancasterCityforHappyBirthday
ShakespeareandtheFirstFridaypromowasaproblemforparticipantsandpeople
attending.ItwashardtofindwealthygueststoattendHappyBirthdayShakespeareorif
guestsdecidedtodonatemoneyduringthisevent.Aprilwasarainymonthandifit
rainedduringFirstFridaymanypeoplewouldnottogo.
OPPORTUNITIES
HowellhadMillersvilleUniversityhelpsupportHappyBirthdayShakespeare.Therewas
araffleattheHappyBirthdayShakespearewhereattendeeswonticketstoperformances
heldattheDutchAppleDinnerTheatreandtheWareCenter,inDowntownLancaster.
THREATS
Theeconomyandweatherwereproposedfactorsinthesuccessoftheevent.April
performanceswithinhighschoolscompetedwiththisfundraisingevent.Prepurchased
tickets($15/students,$25/adults)atareducedpricewereextremelyimportanttothe
successoftheevent.


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TRENDSINTHEINDUSTRY/FIELD
Inthearticle,WebCommunicationcanhelpTheatersAttractandKeepYounger
Audiences,researchersTurrini,Soscia&Maulini(2012)comparedtheprofileoftech
savvyspectators(audienceswhouseatheaterswebsite)totheprofileofageneral
audience.Theresearcherswereinterestedinwhetherthewebisconsideredaneffective
tooltocommunicatewithregularspectatorsorreinforceparticipationofdifferent
segmentswithintheaudience.Accordingtobackgroundresearchinthearticle,therateof
attendanceatperformingartseventshasbeensteadilydecliningsince1982.Thelargest
declineswereevidentinyoungeraudiencesages1847.Today,performingarts
institutionshavereactedtothedeclineinaudienceparticipation.Asstatedinthearticle,
Mostperformingartsinstitutionshavereactedtotheproblemofagrayingandnever
changingartsaudiencebyheavilyusingcommunicationandmarketingtoolsmoreakinto
theiraudiencedevelopmentstrategies(p.475).Manyperformingartsinstitutions
considerthewebtobeamarketingandcommunicationtoolaimedtodothefollowing:
improvetheorganizationalresponsivenessofnonprofitorganizationsintheartstoward
differentcorestakeholders,tocopewithcompetitionarisingfromforprofitcompanies
enteringsectorspreviouslydominatedbygovernmentagenciesandnonprofits,to
withstandthetraditionalcompetitionamongthirdsectororganizationsinthefundraising
orvolunteersmarketandtoincreasetheiridentityandreputationamongthegeneral
public(p.475).
PerformingartsorganizationshavefocusedontheInternetasacommunication
tooltoretainandbroadenaudiences.Onlinetacticsofperformingartsorganizationsaim
toprovidetheaudiencewithinformationpertainingtoprograms,enabletransactions
includingonlineticketpurchases,donations,giftshops,efundraisingandtwoway
communicationbetweentheorganizationanditsaudiences.Turrinietal.,(2012)
concludedthatwebtoolsareaneffectivemethodofattractingandretainingaudiences
comparedtotraditionalmethodsincludingdirectmarketing.Moreover,theavailabilityof
anorganizationwebsite,enewsletterandonlineticketingemphasizeasenseof
communityandbelongingness.Inaddition,thewebcanbeusedasatooltoinform
inexpertdramaloversorpeoplewhofisharoundfordifferentperformingartsevents
suchasdrama,operaandtheaters.Inexpertdramaloversaremorelikelytoutilizethe
webtoobtaininformationonaneventandpurchasetickets.Turrinietal.,recommend
theatersadvertiseandpromoteeventsonlinetoattractbothtechsavvyandtheinexpert
dramaloveraudiences.
Turrini,A.,Soscia,I.,&Maulini,A.(2012).Webcommunicationcanhelptheaters
attractandkeepyoungeraudiences.InternationalJournalofCulturalPolicy,18(4),
474485.
COMPETITIVEANALYSIS

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TwoorganizationslocatedinLancaster,PA,arepossiblecompetitorsofTPSP.The
organizationsincludeWestEndShakespeareCompanyandTheTheateroftheSeventh
Sister.
TheWestEndShakespeareCompanyislocatedat125NorthPineStreet,Lancaster,PA.
ThecompanyhasaFacebookpagebutnoofficialwebsite.WestEndShakespeare
Companyiscomprisedofchildrenwhoarehomeschooledandworksinconjunction
withtheLancasterAcademyofPerformingArts.Thecompanyoffershomeschooled
childrentheopportunitytoperforminorchestras,choirsandtheater.Inthesummer,
childrenareofferedaBroadwaymusiccamp.DirectorLeslieBustard,aresidentof
LancasterCitysWestend,homeschoolschildrenandwantstointroducethemto
Shakespeare.AccordingtoBustard,theprogramisnotjustanintroductionto
Shakespeare,butanexposuretoperformanceaswell.
Holahan,J.(2012,September20).Loversandlaborers,enchantedintheforestwestend
shakespeareco.offers'amidsummernight'sdream'.LancasterOnline.Retrieved
fromhttp://lancasteronline.com/article/local/739758_Loversandlaborers
enchantedintheforestWestEndShakespeareCooffersAMidsummer
NightsDream.html
TheTheateroftheSeventhSisterwaslocatedattheStahrPerformingArtsCenterat438
NorthQueenStreet,Lancaster,PA17603.Asstatedontheorganizationswebsite,its
missionisto,produceprofessionaltheater:classics,newandcontemporaryplays,
experimentaltheatricalforms,education,andoutreachprograms.Itisafusionof
professionalartistswhosemissionistospeaktoanincreasinglydiverseandmulti
culturalcommunity.Itbelievesthattheaterisavehicleforspiritual,emotional,andsocial
sharing.Itisknownasamediumthatenrichesandenlivensourperceptionsofourplace
andourselvesintimeandaffirmstheaterasanintegralpartofthehumanexperience.
TheateroftheSeventhSisterisdedicatedtoevergrowingartisticquality,tomutual
supportofeachartist,andtohumane,nonexploitativemanagementofthecompany.In
2012,theTheateroftheSeventhSisterofferedaShakespeareCampforteenswhichran
fromJune25July29.Costofthecampwas$600perperson.TheShakespearesummer
campforteensisafourweekhandsontheaterexperience.Professionalsguidestudents
inmanyelementsofproductionfromvocalcoaching,stagepresence,andacting.The
campisopentostudents,ages1218years.Currently,thecampisbeingputonholdfor
2013,untilanalternativerehearsallocationcanbefound.
http://seventhsister.com/?page_id=49
REGULATORY/LEGISLATIVEISSUESTHATMIGHTIMPACT
TwopiecesofproposedlegislationinPennsylvaniacouldpotentiallyimpacttheclient.
Thefirstpieceoflegislationpertainstoafiscalcodeamendmentthatwouldrequire
nonprofitproviderstodisclosethepayoftopexecutives.Undertheproposed
amendment,TheDepartmentofPublicWelfarewouldberequiredtoobtaindatafrom

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nonprofits.Thedepartmentwouldberequiredtodocumentexecutivepayandpayoftop
employees,associationduesandadministrativecosts.Inaddition,thefiscalcodewould
notsetlimitationsonpaybutratherusereportingindevelopingpracticesfornonprofits.
Boehm,E.(2012,June26).Fiscalcodeamendmentwouldrequirenonprofitprovidersto
disclosepayoftopexecs.Retrievedfromhttp://paindependent.com/2012/06/pa
fiscalcodeamendmentwouldrequirenonprofitproviderstodisclosepayof
topexecs/
Thesecondpieceoflegislationrelatestocitieschallengingnonprofitstaxexempt
status.ArulingbythePennsylvaniaSupremeCourtcouldpermitcitiestochallengetax
exemptstatusofnonprofits.TherulingisbasedaroundanOrthodoxJewishSchools
summercamp,inwhichthecourtfoundthattheschoolspropertywastaxable.Asa
result,thecriteriafordecidingwhatconstitutesacharityinPennsylvaniachanged.The
newrulingwouldrestorecriteriaforcharitystatus.
Davies,D.(2012,May3).Pasupremesopendoorforcitiestochallengenonprofits'non
exemptstatus.Retrievedfromhttp://www.keystonepolitics.com/2012/05/pa
supremesopendoorforcitiestochallengenonprofitstaxexemptstatus/
COMMUNITYTRENDS
LancasterCityhas125artvenuesrangingfromthevisualartstoperformingarts.The
CityalsocelebratestheartswithFirstFridays.ThefirstFridayofeverymonthin
DowntownLancasterwelcomeslocalartistsontothestreetsandintothegalleriesthat
arethroughoutthecity.
http://www.lancasterarts.com/index.asp
MayorGray,MayorofLancasterCityWealsomustcontinuewithourcommitment
toenhanceandsustaintheartsinLancaster.PartofwhatmakesourCityavibrantplace
toliveisthatwehavemanyopportunitiestoappreciateart,musicandtheater.Tourists
andresidentsalikeenjoythisimportantcommunityresource.
http://www.cityoflancasterpa.com/lancastercity/cwp/view.asp?q=615604
StatesthathavehighattendanceintheperformingartsareVirginia,Maryland,Illinois,
NewYork,andPennsylvania.Approximatelyonepercentofresidentsineachofthese
statesattendtheperformingartseachday.Peoplesattendanceispositivelycorrelated
witheducationandwhenpeoplehaveaccesstoperformingartsorganizationsand
museumswithintheircommunity.Wherepovertyexistswithinstatesthereisanegative
correlationwithattendancetoartsperformances.
http://www.nea.gov/research/Notes/106.pdf
PAST/CURRENTPUBLICRELATIONS/MARKETING/ADVERTISINGANALYSIS

15
TPSPcurrentlyhasaFacebookpageandTwitteraccount.ItsFacebookpageconsistsof
10peopletalkingaboutitand122likes.Likewise,itsTwitteraccounthastwotweets,56
followersandisfollowing8.
Inregardtopublicity,itsendspressreleasestoFlyMagazine,PatriotNews,York
Dispatch,ReadingEagle,ElizabethtownCollege,EngleOnline,ABC27andactivities
directorsatWillowValleyRetirementcommunities,HomesteadVillageandMasonic
Village.
OurteamiscurrentlyworkingonaYoutubechannelthatwillbedirectlylinkedtothe
clientswebsiteandwillfeaturesnippetsofvariousperformancestoappealtovisual
audiences.
UponsearchingforTPSP,thefollowingwasfoundinregardtoitspublicityefforts:
AcalendarlistingonLancasterOnlinePeoplesShakespeareProject:Julius
CaesarFriday,Jul20,20127:30pmClubDe'VilleatMillersvilleUniversity
Millersville,PA
AspartofMillersville'sFourCornersSummerArtsFestival,TPSPwillperform"Julius
Caesar,"theclassictragedyofmurderandintrigueinacontemporarysetting,onthe
shoresoftheSwanPondonJuly20at7:30p.m.Additionalperformanceswillbeheld
onJuly21andJuly22,2013at7:30p.m.
TicketInformation:Thiseventisfreeandopentothepublic.
http://calendar.lancasteronline.com/millersville_pa/events/show/270592445
peoplesshakespeareprojectjuliuscaesar
AYoutubeclipfromJuly27,2012
https://www.youtube.com/watch?v=1w3pgYnC0I
JuliusCaesaratMillersvilleFourCornersSummerArtsFestival
FORCALENDARLISTINGS:
TPSPwillcelebrateShakespeares449thbirthdayonSunday,April14,4:006:30pm,at
KeystoneArtandCultureCenter(420PearlStreet,Lancaster,PA17603).Thisfriend
andfundraiser,benefittingTPSP,featuresaperformanceofDancingwiththeSonnets
22ofShakespearessonnetsrecitedandchoreographedtoanoriginalviolinscore.
Foodanddrinkandbirthdaytreatswillbeinabundance.
Price:$25/adultand$15/student(purchasedinadvance)
$30/adultand$20/student(dayofevent)
Ticketsmaybepurchasedbymailingcheckto:
ThePeoplesShakespeareProject
P.O.Box8873
Lancaster,PA17604

16
OrpurchasingonlinethroughPayPal:www.KeystoneArt.org
25ONLINECALENDARSLancasterArea,include:
SusquehannaStyle
WGALNews
DowntownLancaster
LancasterOnline
PaDutchCountry
WITF
FigLancaster
MillersvilleUniversity
ajohnson.eph@lnpnews.com
bbryan@abc27.com
carol.mummart@cumulus.com
community@yorkdispatch.com
dsmith@sabvi.com
editor@etown.edu
entertainment@readingeagle.com
es@trinitylancaster.org
etownchronicle@embarqmail.com
goguide@mcall.com
jreinert@lnpnews.com
kdaminger@lnpnews.com
mlong@lnpnews.com
news@engleonline.com
pstauffer@lancasterseminary.edu
weekendlistings@eventsource.com
whatsdoing@lnpnews.com

17

RESEARCH PROPOSAL

THEOVERALLGOALOFTHISCAMPAIGNIS:
1. TobebetterinformedofthetrendsoftheartsinLancasterandofWilliam
Shakespeare;thus,tobettertargetouraudienceforthefundraisingevent
PROBLEMSTATEMENT
TPSPwasanonprofitorganizationthatbroughttheworksofWilliamShakespearetothe
LancasterAreacommunity.Theyhadalowamountofattendanceatlastyears
fundraisingevent,whichhelpedfundtheannualsummerplaysandtheCampWill
summercampprograms.Withsocialmediaandonlinecalendars,alongwithother
interactionsinthreemonthsofpublicity,inordertohaveanopportunitytohaveits
attendancehigherthanthepreviousyears.(Thesheethasatotallydifferentproblem
statement,Iwilltypeitin,seewhichoneyouwant)Increasedattendancefromlastyears
70peopleto150peopleatthesecondannualHappyBirthdayShakespeareeventfor
TPSP.
SUCCESSINDICATORGOALS
ResearchwasasuccessbasedoffofthenumberofpeopleinattendanceattheHappy
BirthdayShakespeareevent.

RESEARCHSTRATEGIES
METHODOLOGY
Themethodofresearchwasdatacollectionthroughinterview.Thegroupwas
determinedbyrespondentstoanemailsentbyHowelltoCampWillattendeesfrom
20082012.Thiswasconsideredqualitativeresearchmethod.
Therewere14studentsinvolvedintheCampWillperformancelastsummer.The
childrenthatattendedCampWillwereourdata.Atthispointthereareninekids
registered.Themaximumenrollmentwas14.TPSPwashopefulthatmorekidsenrolled
forCampWill.TherewasnoselectionforCampWill,itwasfirstcomefirstserve.
METHODS
Theadvantagesusedinthismethodofdatacollectionincludedtheabilitytoscreena
largeamountofpeoplequickly.Itwasaninexpensivemethodandrequiredlittleeffort
bythequestioner.Respondentsreadtheirquestionsbytheinterviewerandtherefore
answerswerenotlimitedtotheirreadingability.Itwasastructuredinterview,withthe
questionsbeingpresentedinthesameorder.

18
Theinterviewswerestructuredandusedpredeterminedquestions.Questionswereboth
qualitative,usingopenendedquestionswithvaryingresponsesandquantitative,using
yes/noanswer.(?)DonotknowwhatJennasnotesmeant.
Respondentsvolunteered,andresultswerelimitedduetoalackofrespondents.Further,
theuseofonlyonedateforinterviewsfurtherlimitedparticipationduetoscheduling
conflictswithrespondents.
TheresearchtopicdiscussedwasCampWillexperiences.Answershadasocial
desirabilitybiasduetotheknowledgethatfootagewillbeusedinavideousedto
promoteCampWill.
HISTORY
ThefirstannualHappyBirthdayShakespeareeventonlyhad70peopleinattendance.
Thegoalforthesecondannualfundraisingevent,scheduledonSunday,April14,2013,
istohave150peopleinattendance.Thepurposeoftheeventistointroducethepublic
toTPSP,andtoenjoyanoriginalperformanceofShakespearessonnets.Oneofthe
goalsfortheeventwastoraisemoneyfortheorganization,itscampandits
performances.
Howell,ExecutiveDirectorandArtisticDirectorofTPSPwanted150peoplein
attendance.TheHappyBirthdayShakespeareeventsraisedmoneyfortheorganization
andthecampsitputsoninthesummer.(Ifeelthatthisisrepetitive)
TheboardmembersforTPSPare,KyleEgan,VictorCapecce,Secreteary/Treasurer,Bob
Walker(pastpresident),MikeSladik,DaralBoles,DanielaCicerrumm,andBarbara
Smithgall
PORTRAYEDIDENTITY
The Peoples Shakespeare Project was committed to help foster a love of Shakespeare
through performance and performance-based instruction. TPSP was a non-profit
organization that focused on Shakespeare. The logo consisted of a green globe that
portrayed Shakespeares globe theatre along with the title The Peoples Shakespeare
Project, emphasizing the overall idea of Shakespeare. Jessica Hill finalized the logo with
the help of Howells creative ideas.
The website was filled with information for a better understanding of who TPSP is and
what TPSP did as an organization. It hits all the necessary sections for a person to
understand what the Peoples Shakespeare Project had to offer. It gave details about
upcoming events, ways to get involved and reveals photos from past events
(http://peoplesshakespeareproject.org).
The media list consisted of people/places that have developed over time from building
relationships with the organization. (See Appendix N) TPSP used this list to contact to
help promote what the organization was doing at the time.

19
Social media was used to interact with fans of our organization. TPSP used these
platforms to keep people updated in what we were doing in a simple and costless way.
These places allowed us to continuously remind people of what was going on in our
world like upcoming events, auditions and camps. TPSP also used online calendars in the
local area to hit a wide variety of audiences (see Appendix H-J).
Facebook Page
Facebook Group
Twitter
YouTube
Online Calendar
Different events called for different forms of promotion. TPSP used multiple forms of
print media that relayed the events to the public. TPSP had a brochure that was used
to inform parents about Camp Will in the summer. TPSP used press releases and
flyers to promote Shakespeares birthday party. Flyers were distributed around the
local area and TPSP personally passed quarter sheet flyers out during first Friday in
downtown Lancaster. (See Appendix K)
Brochures
Press Release
Flyers
Board meetings were held once every other month to discuss the overall plans for a
certain event that was being held. It took place at Howell, founder of the Peoples
Shakespeare Projects, house with the members of the board.
MISSIONS,VALUES,GOALS
TPSPisanonprofitorganizationfoundedin2006.Itsmissioniscommittedtofostera
loveofShakespearethroughperformanceandperformancebasedinstruction.TPSPalso
impartsthesameloveandappreciationtoothersofWilliamShakespeare.Itsvisionisto
enrichtheintellectuallivesofstudents,audience,andparticipantsthroughexplorationof
knowledgeandinsightgainedbyexposuretoShakespearescharactersandplays.The
valuesaretheenactmentofShakespearesflawedcharactersdevelopedbyShakespeare.
TheProjecthelpsdevelopadeeperunderstandingofShakespeare.Itsgoalistoreach
audiencesthroughShakespearesworks,texts,wisdoms,andplays.
CONNECTIONSTOCOURSECONCEPTSANDREADINGS
Ourclientwasconnectedtoacoursereadingpertainingtothearts.Accordingtothe
article,PlacingtheArtsattheHeartoftheCreativeCampus,acreativecampusplaced
theartsatthecenterofacademiclife.TPSPhadstrongtieswithFranklin&Marshall
College.Collegestudentsattheschoolareengagedintheartsservingaschoreographers
toyoungerstudentsintheprogram.Thearticlestatedthatyoungerindividualsarenot
attendingartevents,butinsteadpursuingotherinterests.AgoalforTPSPwastoincrease

20
attendanceatShakespearesbirthdaypartyheldinApril.Oneofthemainfocuseswasto
targetlocalcollegeaudiencestoattendandbecomeinvolvedwiththeevent.Lastyear,
theeventprimarilytargeteda50+crowd.
Thearticlestatedthatinstitutionsareorganizedarounddifferentbeliefsystems.To
demonstrate,theartsvaluenovelty,emotionandplaceemphasisontheprocessof
creativity.Ontheotherhand,highereducationvaluedscientificrationalityanddismissed
selfexpression.TPSPworkeddirectlywithMillersvilleUniversityinthesummer.With
thisbeingsaid,thebeliefsystemsoftheorganizationaswellastheuniversitywere
exploredfurther.Whileitappearsthatboththeclientanduniversityhadapositive
relationship,thebeliefdimensionwasanewaspecttoexplore.
Thearticleoutlinedwaysinwhichtheartstriggercriticallearning.Arttendstodrawon
multipleareasofintelligence,whichallowedindividualstomakeconnectionsand
possesshigherorderthinking.Shakespearesbirthdayeventhadaneducationalaspectin
whichatimelineofhislifewasdisplayedforguests.Ourteamhadsuggestedinteractive,
educationalmethodsofengagingguestsattheeventincludingashortinterviewclipwith
membersoftheShakespeareProject.Itwasimportanttobeawareofandengagemultiple
areasofintelligence.
Brown,A.S.,&Tepper,S.J.(2012).Placingtheartsattheheartofthecreative
campus.Associationofperformingartpresenters,126.
ApublicrelationstheorythatrelatedtoTPSPwasagendasetting.Thistheorywas
importantbecauseitmadeusthinkwhatinformationwasimportantforthemediato
maintainandgainouraudience.Italsomadeusconsiderhowpowerfulthemediawason
gainingpositivefeedbackfortheorganization.Thistheoryalsomadeusponderwhatif
peoplearenotexposedtothesamemedia?Howwillourmessagegetout?Willitgetout
effectivelyandefficiently,ordowehavetousemoremediaoutletssothesame
informationgetsouttootherpeople.
Fortherelationshipcomponenttheory,thetheoryofcommitmentrelatedtoourclient.
TPSPthoughtThePACouncilontheArts,Millersville,andFranklin&Marshallwere
greatsupportersoftheirorganization.JusthowtheMillersvilleUniversityPublic
RelationsstudentswerecommittedtoTPSP.Therefore,workingtogetheraccomplisheda
lot.
INTERVIEWSCHEDULEANDGUIDE:
SeeAppendixAE

RESEARCHQUESTIONS
PreviousattendeesofCampWillwerepositivelyaffectedbytheirexperienceandwere
willingtosharetheiropinionsduringavideotapedinterview.
21
Mostanswerswerefavorableduetothefactthataconcertedeffortwasmadetoattend
thefilmingoftheinterviews.Anynegativefeedbackwasrecordedbothintapedand
writtentext.TheanswerswerethepropertyofTPSP,andevennegativecommentscan
beusedtoimprovefuturecamps.ThevideowaseditedatthediscretionofTPSPand
ProminenttoportrayapositiveimageforCampWill.
Answersregardinghowcampersweremadeawareofthecamp(1)allowed
TPSPtobettermarketthecamp.Duetotheagesofthecampers,Grades59,
themostprobableanswerwasinvolvedofanadultincludingfamilymembers
andeducators.Byevaluatinginvolvedschooldistricts,TPSPwasbetterable
toevaluateunderservedschooldistricts.
Regardingreturningcampers(2)and(3),theanswervaried,buthelpedTPSP
toviewtheneedsandinterestlevelofthecampers.
Inanswertocamperswhoattendedwithafriend(4),mostcamperswhowere
interestedinacting,TheArtswasoutgoingandabletoattendwithouta
supportsystem. UsingthisquestiononfutureCampWillregistrationform
allowedTPSPtoevaluatetheircampaigntointroducetotheCamp.
Thenumberofchildrenhadpreviousexposuretoactingwashigh(5).Dueto
the cost and time commitment, few families supported such an endeavor
withoutpreviousinterest.
Thebestandworstthingsaboutcamp(6)and(7),variedalthoughbecauseof
thepersonalitiesinvolved,thebestwastheperformance,andtheworstvaried
accordingtoageandinterestlevel.
In response to continued interest in Shakespeare (8), most students would
continueinterested,buttheirinterestlevelwasaffectedbyage.
Regardingtimeandcostofcamp(9)and(10),fewcampershadanopinion
aboutcost,unlesstheywererepeatinginformationofparents.Manychildren
wereseriousaboutactingandTheArtsweresupported,muchliketheir
counterpartsinsports.Thecostofthecampwasnotoutoflineincomparison
tothesetypesofcamps. Thelengthofthecampdaywaslongforyounger
campers,andinterferedwithotherendeavorsforoldercamperswithvaried
interest.
Duetothepersonalities ofchildren involvedinacting, andthefact thatall children
interviewed hadalready participated inatleast oneproduction atCampWill, itwas
anticipatedthatintervieweeswerenotbenervouswiththeinterviewprocess.Theywere
candid and not nervous by the use of video equipment. Further, the fact that the
interviewtookplaceinthesametheaterastheirsummerproduction,andthepresenceof
thecampdirector,Howellhelpedtoeasetheprocess.

22

FACT SHEET

FactSheet
MISSION:ItwascommittedtothefosteraloveofShakespearethroughperformance
andperformancebasedinstruction.TPSPalsoimpartedthesameloveandappreciation
toothersofWilliamShakespeare.
LEADERSHIP:HowellwastheExecutiveDirectorandArtisticDirectorofThePeoples
ShakespeareProject.HerboardmemberswereKyleEgan,VictorCapecce,
Secretary/Treasurer,BobWalker,(pastpresident),MikeSladik,DaralBoles,Daniela
Cicerrumm,andBarbraSmithgall.
LOCATION:ThePeoplesShakespeareProjectfacilitieswhereCampWillwasheld
everyyearisDutcherHall.TheyalsohadapartnershipwithFranklin&MarshallCollege
forrehearsalandpracticepurposes.
SERVICES:HowellofferedteachertrainingworkshopsonhowtointroduceShakespeare
intotheclassroom.ShealsoexplainedtheintroductionofShakespeareandhislanguage
tomiddleschoolandhighschoolstudents.Howelltaughtfromfirstgradethroughsenior
citizenagegroup.
PRODUCTS:TPSPscurrentprojectwasparticipatinginFourCornersSummerArts
Festival.ThisentailedaperformanceofRomeoandJuliet.Therewasalsothesummer
Shakespearecampcalled,CampWill,whichwasscheduledforJuly926.Thiswasopen
tomiddleschoolstudents5th9thgradersatDutcherHall.
HISTORY:TPSPwasestablishedin2006.Itisanonprofit501(c)3taxdeductible
organization.
REVENUESOURCES:ItreceivedgrantsthroughProjectStreamandArtistsinEducation
throughthePACouncilontheArts.MoneyalsocamefromtheCampWillfee,whichis
$335.TicketsalesfromtheeventHappyBirthdayShakespearealsobroughtinrevenue.
DONORS:ThemajordonorforthesecondannualHappyBirthdayShakespeareevent
wasMr.JonasB.Kauffman,FinancialAdvisorofAmeripriseFinancial.
23
PARTNERS:AdditionalpartnersincludedthePACouncilontheArtsandFranklin&
MarshallCollege.

24
PLANNING

25

OBJECTIVES & STRATEGIES

THEOVERALLGOALOFTHISCAMPAIGNIS:
1. Toincreaseattendedtotheeventby53%,from70peopleinattendanceto150
people.
a. OurcampaignthemewasHappyBirthday,Shakespeare.Sincethebasis
ofthecampaignwasaneventcelebratingShakespearesbirthday,we
thoughtitwouldbefuntointegrateShakespearequotesthatrelatedto
agingandbirthdays.SomeofShakespearesfamousagerelatedquotes
included,WithMirthandLaughterletoldWrinklesComeandTome,
FairFriend,youcanNeverbeold
KEYPUBLICS&AUDIENCESEGMENTATION
1. SocialNetworksincludedalreadyexistingmembersofFacebookandTwitter
AudienceofTPSP,andawareofTPSPhomepage.
AgeRangefromapprox.1265+
EducationRangefromMiddleSchool,highschool,collegeandgraduate
degrees
IncomeUppermiddleincomefamilies
GenderMaleandfemale
OccupationVaried,althoughmostwouldpossessaninterestinTheArts
andoreducation
FamilysizeMorethanlikely15
Religionvaried
LanguageEnglishspeaking
Theseindividualswereawareoflocalcausesandorganizations.Theywereinterestedin
familyactivitiesandfundraisingactivities.Theywerealsointerestedinexpandingthe
educationoftheirandotherchildren.Theywereinterestedinvolunteerismandbe
advocatesofpositivecauseswithahistoryofcharitabledonations.Interestlevelwas
highduetotheirpreviousinterestinTPSP,attendancewasmoderateduetoprior
commitments.
2.UseofFirstFridayasaPerformancebasedpreview
AgeRangefromyoungadulttomiddleage,withtheexceptionoffriendsof
themiddle
Schoolperformers.
EducationCollegeandgraduatedegrees
GenderMaleandfemale
26
Occupationstudents,primarilycollegeandupwardlymobileyoung
professionals.Timeframe(earlyApril)allowsforgoodweather,which
increasesattendance.
LocationManywithinwalkingdistanceofLancasterCity,includingthose
whoworkwithintheCity
Familysize12
ReligionVaried
LanguageEnglish
Theseindividualswereawareoflocalcauses,especiallyTheArtsduetothenumberof
gallerieswithintheCity.Theywereawareandactiveinthecommunityboththrough
charitableorganizationsandthroughdonations.Interestlevelwerelowtomoderatedue
tothenumbersofvenuesandexhibitionsduringFirstFriday.ThePerformanceservedas
anexcellentsourceofoutreachanddiscoveryforTPSPandCampWill.Attendancein
theupcomingeventratedaslow,butinterestlevelintheprogramsweremoderate.
3.LocalDramaticArtists
AgeAdults
GenderMaleandfemale
EducationCollegeandbeyond
LanguageEnglish
OccupationEmployed,manyintheArts
MostlocaldramaticactorswereemployedthroughTheFultonTheater,TheDutchApple
DinnerTheater,SightandSound,TheAmericanMusicTheater,RainbowDinner
Theater,andChildrensProductionssuchasTheWholeintheWallPuppetTheater.
Mostwereinterestedinthepreservationoftheaterwithinthecommunityandwere
committedtoTheArtsthroughdonationoftimeandmoney.Attendancewasaproblem
duetopreviouscommitments.Actorswerecurrentresidentsofthecitydueto
performance,butnotnecessarilypermanentresidents.Interestwashigh;attendancewas
expectedtobelowtomoderate.
4.PastAttendeesofCampWill
AgeMiddleSchoolthroughHighSchool
Genderprimarilyfemale(judgingfrompastCamps)
SincecampersareprimarilyGrades59,theywouldbeunabletodrive.Therefore,
parentsareanintegralpartoffacilitatingtheirparticipationintheprogram.Thefactthat
theCampis$335putsfamilyincomesatahighmiddleincomeleveltoallowforsuch
participation.InterestlevelsareTheArts,especiallyperformancebased.Bothinterest
andattendancewouldbemoderatetohigh.

5.Donors
Age3565
Income$70,000
27
CorporateandIndividual
Historyofcharitabledonations
PositiononvariousBoardofDirectorswithinthecommunity
Donorshadaninterestinthecommunity,basedontheirhistoryofdonations.Thisyear
2013wasmoredifficultduetopersonalandbusinesseconomictrendsandlackof
fundinginotherkeyareaswithinthecommunity,whoreachoutfordonations.They
werestrongadvocatesoftheCommunityandpossessedinterestandknowledgeofthe
endeavorsoftheorganization.ManywerelongtimeresidentsofLancaster,PAandhad
aninterestinbotheducationandTheArts.Whilenotinterestedinattendingtheactual
event,theywereinterestedinamonetarydonation.Currentlytaxlawswerechanging
withintheUnitedStates,thereforeitwasimportanttohighlightthefactthatTPSPwasa
nonprofit502(c)3organization.Interestwasmoderatetohigh,attendancemoderate,
donationsmoderate.
6.Educators
Age2565
IncomeMiddletouppermiddle,andhighincome
MaritalStatusmarriedandsingle,althoughthosehouseholdswithout
childrenallowtimeforexplorationofadditionalresourceswithinthe
community
ThereweresixteenschooldistrictswithinLancasterCounty.Allhighschoolshad
dramaticandmusicalproductions.AllincludedShakespeareintheircurriculum.
FranklinandMarshallCollege,MillersvilleUniversityandElizabethtownCollegehad
Englishdepartmentsallofwhichhadinterestintheprogram.Interestlevelsand
expectedattendancewerehigh.Highschoolandmiddleschoolteacherswerealsobe
abletoidentifyfuturecampersandinterestedstudentsofShakespeareasatarget.
7.BoardsofDirectors
Age3065
EducationCollegeandbeyond
GenderMaleandfemale
OccupationBusinessowners,businessprofessionals
Currently,theBoardofDirectorsatKeystoneArtandCultureCenterwherethe
fundraisertookplace,andPACounciloftheArtsthatwritesgrantspreviouslyreceived
byTPSPwasmadeawareoftheevent.Additionally,TheFultonTheaterBoardof
Trustees,variouslocalorganizationsthroughtheLancasterChamberofCommerce.
Membersofsuchorganizationswerehighlylikelytoattendandpossessaninterestin
TPSPfundraisingandactivities.Theyweremoderatelytoveryactivewithinthe
community,andareknowledgeableofthestepsnecessarytomakesuchactivities
successful.Theypossessedahistoryofvolunteerismandcharitablegiving.Theywere
currentresidentsofLancasterCounty,PA,whichestimatedat524,000.

28
THEORY
TheAgendaSettingTheoryiswhatthemediatellsustothinkaboutandwhatwejudge
asimportant.Itshowsushowpowerfulthemediaisandtheeffectsofpeoplenotbeing
exposedtothemediaversuspeoplethatareexposedtothemedia.Thepeoplewhodonot
haveacomputerortheInternetcannotseetheFacebookaccount,Twitter,orTPSP
websitetoseenewevents,andnews.TheyalsowouldnotgettoseetheYouTubeclips
ofthedance,CampWillchildreninterviews,andinterviewswithLauraandthe
choreographer.Thepeoplewithoutthissocialmediawouldnotbeinterestedoras
interestedinTPSP.Theywouldprobablynotcometoeventsordonate.
Mediaframingisawaytoshapeattitudesandchoices.Someissuescouldbeselection,
emphasis,andexclusion.Questionswouldbeconnectedwithdoesmediareflectrealityor
doesitshapereality?Thistheoryassumesthatpeoplearepassive.TPSPshoulddesign
persuasivemessagesonissuesliketheartsinschools.HowthistheoryrelateswithTPSP
isthemediareflectstherealityandalsoshapesit.Peoplewhodonotusesocialmedia,or
haveacomputer/InternetwouldnotbeaslikelytofindoutaboutTPSPaseasily.They
couldfindoutaboutithowwehandedoutflyersforHappyBirthdayShakespeareatFirst
Friday.Thosepeoplecouldalsofindoutthroughflyershangingaroundthecommunity.
TheywouldnotgetthesameamountofawarenessaspeoplewiththeInternetandsocial
media.
PressAgency/Publicitytheoryusespersuasionandmanipulationtoinfluencethe
audiencestobehaveastheorganizationdesires.TPSPrelatestothistheorybypersuading
peopletocometoShakespearesBirthdayparty.Peoplehavetheabilitytowinfree
ticketstoperformancesattheWareCenterandtheDutchAppleTheater.

29
COMMUNICATION

30
CAMPAIGNOBJECTIVES
1. Tohave150peopleattendthesecondannualHappyBirthdayShakespeare
fundraisingeventforTPSPonApril14,2013.
STRATEGIES
After meeting with Howell, founder of the Peoples Shakespeare Project, and
discussing the goals and objectives for our agency, we came up with strategies that
would best implement our plan.
Strategyone:Promotetheevent,HappyBirthdayShakespeare,throughonline
networkingsites.
a. AttractattentiontotheeventbyutilizingsocialmediasitessuchasFacebook.
b. Promotetheeventusingfreeonlinecalendarsforpublicviewing.
Strategytwo:Attracttheaudiencethroughdesignofprintmedia.
a. DisplayfliersaroundtheLancasterareathroughoutthetimeframeofthe
campaign.
b. DistributequartersheetfliersduringfirstFriday.
TACTICS
1. AttractattentiontotheeventusingaFacebookEventalongwithotherfreeonline
calendarsforpublicviewingfromFebruary15,2013toApril14,2013.
2. DisplayfliersaroundtheLancasterAreafromFebruary27,2013toApril14,
2013.
3. AttractattentionatLancasterCitysFirstFridayApril5,2013,withashort
previewofthedancingthatwillbeperformedattheevent.
MESSAGESTRATEGYSTATEMENT
HappyBirthdayShakespeare
TACTICALSTRATEGIES
WeutilizedsocialnetworkingincludingTwitterandFacebook,YouTube,fliers,and
previeweventstoincreaseattendanceattheTPSPsecondannualfundraisingevent.In
addition,weusedfreeonlinecalendarstogenerateawarenessofthefundraisingevent.
Onenonsocialmediaoutletweusedwasuniquelycreatedposters.Wesuggesteda
previewperformanceatFirstFridayinApril,buthandedoutflierspromotingtheevent
instead.

31

32
CAMPAIGN TIMETABLE

ThistimelinewasmeanttoshowthetacticsproposedforHappyBirthdayShakespeare,
andtheorderinwhichtheywerecompletedduringthecampaignrunningfromFebruary
15,2013toApril14,2013.TheuseofSocialMediaincludedTwitter,Facebookand
Youtube,andtheuseofonlinecalendarsandfliershighlightingthefundraisingevent
wereongoingbeginningwiththerepresentationoftheletterX.Acontinuationofthe
tacticwasrepresentedbyadash.
Feb 15 Feb 16 Feb 17 Feb 18 Feb 19 Feb 20 Feb 21 Feb 22 Feb 23 Feb 24 Feb 25 Feb 26 Feb 27 Feb 28
Facebook X----------------------------------------------------------------------------------------------------------------------------X
(Twitter/YouTube)
Calendars X----------------------------------------------------------------------------------------------------------------------------X
Fliers X------------
Mar 1 Mar 2 Mar 3 Mar 4 Mar 5 Mar 6 Mar 7 Mar 8 Mar 9 Mar 10 Mar 11 Mar 12 Mar 13 Mar 14 Mar 15
Facebook X------------------------------------------------------------------------------------------------------------------------------X
(Twitter/YouTube)
Calendars X------------------------------------------------------------------------------------------------------------------------------X
Fliers ------------------------------------------------------------------------------------------------------------------------------
Mar 16 Mar 17 Mar 18 Mar 19 Mar 20 Mar 21 Mar 22 Mar 23 Mar 24 Mar 25 Mar 26 Mar 27 Mar 28 Mar 29 Mar 30 Mar 31
Facebook X-----------------------------------------------------------------------------------------------------------------------------------------X
(Twitter/YouTube)
Calendars X----------------------------------------------------------------------------------------------------------------------------------------X
Fliers --------------------------------------------------------------------------------------------------------------------------------------------
Apr 1 Apr 2 Apr 3 Apr 4 Apr 5 Apr 6 Apr 7 Apr 8 Apr 9 Apr 10 Apr 11 Apr 12 Apr 13 Apr 14
Facebook X------------------------------------------------------------------------------------------------------X
Calendars X----------------------------------------------------------------------------------------------------- X
Fliers --------------------------------------------------------------------------------------------------------X
First Friday X
Happy Birthday Shakespeare Event X

33

CAMPAIGN BUDGET

Thesectionbelowdescribedthetotalcostofallthetacticsthatwereemployedduringthe
campaign.TheProgramcostsrepresentedtheamountofthebudgetthatwasspentonthe
plannedactivitiesortactics.TheAdministrativeCostsamountedtotheportionofthe
budgetthatwasspenttofacilitatethosetactics.Thetotalcostsreflectedthatadditionof
theProgramCostsplustheAdministrativeCosts.
Narrative Budget by Activities

Program Costs Administrative Costs
Total Costs
PlanActivity
Facebook $0 $0
Twitter $0 $0
Youtube $0 $0
CalendarListings $0 $0
Fliers $0 $35
Raffles $0
$0
CampWill(videoatevent) $0 $0
Cupcakes/coffee(donatedbyGeorgeSt.Caf) $0 $0
Musician $50 $0
CenterRental $250 $0
Bartender(quoteforupto4hours) $168 $0
Food(donatedbyboard) $0 $50
Signdayofevent(madebyProminent) $0 $0
Chairs/utensilsforfood (donated) $0 $0
Total Costs Program Costs Administrative Costs
$553.00
$68.00 $85.00
*Note: TPSP received a $500 donation, from their 2013 sponsor Ameriprise Financial.

34
PERT-CPM

ThisPERTCPMchartoutlinedwhattasksneededtobecompletedfromBeginningto
EndinorderfortheHappyBirthdayShakespeareCampaigntooperatesuccessfully.
Therewerefour(4)completesteps,mostinwhichwerecompletedsimultaneously,and
stepsthatwerecarriedoutallthewaythroughtheentirecampaign.Thischartwascolor
coordinatedbywhichstepsarepromotionaltools,andthosethatwereeventshappening
inthecampaign.EachstepwasexplainedindetailbelowthePERTCPMchart.
**CampaignstartdateFebruary15th2013
1.InitialResearchPhase(interviews)heldatMillersvilleUniversity
2.AttractedattentiontotheeventusingaFacebookEventalongwithotherfreeonline
calendarsforpublicviewingfromFebruary15,2013toApril14,2013.
3.DisplayedfliersaroundtheLancasterAreafromFebruary27,2013toApril14,2013.
4.AttractedattentionatLancasterCitysFirstFridayApril5,2013,withashortpreview
ofthedancingthatwillbeperformedattheevent.
**CampaignenddateApril14th2013

35
EVALUATION

36
EVALUATIONS & RECOMMENDATIONS

EVALUATIONOFHAPPYBIRTHDAY,SHAKESPEAREEVENT:
OBJECTIVESACCOMPLISHED
ProminentPublicRelationsdidnotaccomplishtheobjectivesetwhichwastohave150
peopleattendthesecondannual,HappyBirthday,Shakespearefundraisingeventforthe
PeoplesShakespeareProjectonApril14,2013.
FeedbackfromStakeholders:
(elaborateonwhatJesswasabletoobtain/whatKellygotatmeeting)
AMOUNTOFCOVERAGE
TheeventwaspromotedontheKeystoneArtandCultureCenterswebsite,aswellas
LancasterOnlineandavarietyofothercalendarlistings.Inaddition,emailsweresentout
tocontactsthatboardmembersforwardedtothemediaplannerinformingthepublicof
theevent.Themajorityofattendeesheardoftheeventthroughwordofmouthas
indicatedonabriefsurveyadministeredtoattendeesthedayoftheevent.Anadwasalso
runbyFuntimeCinemawhichhasthreemovietheatresintheLancasterarea.The
amountoffollowersincreasedslightlyposteventonFacebookfrom112to135.
ALTERNATIVECONSIDERATIONS/FUTURERECOMMENDATIONS
ThemajorityoftheconsiderationsrelatetotheHappyBirthday,Shakespeareevent.
OneofthesuggestionswouldbetochangethelocationoftheeventtopossiblytheWare
CenteroroncampusattheWinterVisualandPerformingArtsCenter.Whilethe
KeystoneArtandCultureCentergaveoffanartvibe,itappearedtobecrammedto
hostaneventthesizeofHappyBirthday,Shakespeare.Peopleinvolvedintheartscene
mightbemorefamiliarwiththeWareCenterortheWinterVisualandPerformingArts
Center,thusshowingmoreinterestinattendingtheevent.
Intheeventthatthelocationcouldnotbechanged,anothersuggestionwouldbeto
reorganizetheseatingattheKeystoneArtandCultureCenter.PRominentPublic
Relationssuggestsusingroundtableswith68chairspertable.Ateachtablewouldbea
sonnetwrittenbyShakespeareorotherShakespearethemeditems.Guestswouldbeable
towatchthesonnetperformancefromtheirtablesandenjoybirthdaytreats.
Anothersuggestionwouldbetoadjustthepriceoftheeventandpossiblyhostanother
fundraisingeventduringtheyear.While$25seemedreasonableforwine,foodanda
performance,itseemedasthoughtheeventwasmissingacomponent.Asuggestion
wouldbetohaveanotherelementpriortothesonnetperformancetokeeppeople

37
interestedintheevent.TheeventcouldopenwithShakespearetriviawithgiveawaysora
shortimprovperformance.
AfterspeakingwithaMillersvillestudentinattendanceattheevent,shesuggested
reducingthecostto$1015forstudentswithanI.D.Thestudentperformedattheevent
andhadfriendswhowantedtoattendherperformance,butwerehesitantduetothecost.
Anotherguestaskediftherewasaseniorcitizendiscount.Addingaseniorcitizen
discountmightbeagreatwaytodrawpeopleintotheevent.
SinceThePeoplesShakespeareProjectisheavilyinvolvedineducationaloutreach,
anothersuggestionwouldbetotraveltoareaschools,artfairs,festivals,retirement
communitiesandcollegesandgiveasnippetperformanceoftheevent.Peoplelike
visualsandbyprovidingasneakpeekoftheevent,peoplemightbemoreinterestedin
attendingtheevent.Inaddition,theWareCenteroffersaneducationalarteventinthe
springcalledVillepaloza.Theeventisagreatwaytogetrecognizedinthecommunity
andgetothersinvolvedintheorganization.
Anothersuggestionwouldbetoestablisharecruitmentcommitteecomprisedof
volunteerswhowouldbewillingtotraveltoschoolsandtoeventsinthelocal
communitytopromoteThePeoplesShakespeareProjectsoverallmission.The
committeecouldhelprecruitmembersforCampWillortoparticipateinotherevents
hostedbytheorganization.
Inregardtonextyearsevent,Shakespeares450th,werecommendpromotingtheevent
earlierontoemphasizethatitisShakespeares450thbirthday.
Developanorganizationenewslettertosendtoyourcontactsandinformthemof
upcomingevents,needforvolunteersandsoon.
SellDVDsoftheperformancesasafundraisingmethodandtobrandtheorganization.
Inaddition,youcouldselltshirtsorotherTPSPpromotionalitemsatevents.
AttendFirstFridayinthefutureandperformsnippetsofupcomingshows.
EVALUATIONCRITERIA&TOOLS
PRominentPublicRelationsdevisedafeedbackcardtodistributetoguestsasthey
arrivedatthesecondannualHappyBirthday,ShakespeareEvent.Therewerefour
purposesoftheresponsecard:
1) AwaytobuildThePeoplesShakespearecontactlist
Guestslistedtheirnameaswellasemailaddressontheresponse
card
EmailsandnameswillbeaddedtoThePeoplesShakespeare
Projectcontactlisttokeeppeopleinformedofevents
2) Ameasureofmediaeffectivenessbyevaluatinghowguestswereinformedof
theevent

38
Guestswereaskedtocheckoffhowtheyheardabouttheevent
withthefollowingoptions:Facebook,onlinecalendar,friend,First
Friday,donor,emailorother
3) Amethodofassessingthenumberofattendeesattheevent
Responsecardswerecountedattheendoftheevent
4) Amethodofcollectingguestinformationtodrawnamesforraffleprizes
EVALUATIONRESULTS
Ofthe66guestswhoattendedtheevent,only14filledoutaresponsecard.Apossible
reasonfornotfillingouttheresponsecardcouldhavebeenthatguestsfeltuncomfortable
listingtheiremailaddress.Also,guestsmighthavenotbeeninterestedinparticipatingin
theraffledrawing,sorefrainedfromfillingouttheguestcard.
9outof14(64%)guestsheardabouttheeventthroughafriendorwordofmouth.4out
of14(29%)guestsheardabouttheeventonFacebookand1guest(7%%)heardabout
theeventonLancasterOnline.
Basedonthesefindings,thereisastrongneedforsocialmediastrategyaswellas
theneedtobuildstrongconnectionswiththemedia.

39

REFERENCE

A Message from mayor Gray. City of Lancaster Pennsylvania. Retrieved from

http://www.cityoflancasterpa.com/lancastercity/cwp/view.asp?q=615604
Boehm,E.(2012,June26).Fiscalcodeamendmentwouldrequirenonprofitprovidersto
disclosepayoftopexecs.Retrievedfromhttp://paindependent.com/2012/06/pa
fiscalcodeamendmentwouldrequirenonprofitproviderstodisclosepayof
topexecs/
Brown,A.S.,&Tepper,S.J.(2012).Placingtheartsattheheartofthecreative
campus.Associationofperformingartpresenters,126.
Davies,D.(2012,May3).Pasupremesopendoorforcitiestochallengenonprofits'non
exemptstatus.Retrievedfromhttp://www.keystonepolitics.com/2012/05/pa
supremesopendoorforcitiestochallengenonprofitstaxexemptstatus/
Holahan,J.(2012,September20).Loversandlaborers,enchantedintheforestwestend
shakespeareco.offers'amidsummernight'sdream'.LancasterOnline.Retrieved
fromhttp://lancasteronline.com/article/local/739758_Loversandlaborers
enchantedintheforestWestEndShakespeareCooffersAMidsummer
NightsDream.html
Lancaster City Arts. Retrieved from http://www.lancasterarts.com/index.asp.
Summer Shakespeare Camp for Teens 2012. Theater of the Seventh Sister. Retrieved
from http://seventhsister.com/?page_id=49.
Turrini,A.,Soscia,I.,&Maulini,A.(2012).Webcommunicationcanhelptheaters
attractandkeepyoungeraudiences.InternationalJournalofCulturalPolicy,18(4),
474485.

40
APPENDICES

41
APPENDIXA
PUBLICS WHEEL
APPENDIXB
42

IRB PROTOCOL

A.ThepurposesoftheseinterviewsaretointerviewattendeesofthepastCampWill
summercampsinordertodeterminetheirimpressionsoftheCampexperience.The
interviewswouldbequalitativeindesign.Theinterviewquestionsandanswerswillbe
recordedonvideoforpublicitypurposesonly.
Background
Asstudentsinacapstonepublicrelationscourse,wehopetodevelopstrategicmessages
thatwillbeeffectiveinrecruitingmiddlestudentstoCampWill.CampWillisasummer
campforincoming5thgraderstoincoming9thgraders.Thecampersthenlearnaselected
pieceofShakespeareswork.Thiswillbeperformedattheendofthecampsession.The
camperswillgiveinsightwithapredetermined11questionsurveytobeaskedofthe5
18childrenselected,whoseparentswillhavegivenpermissionfortheinterview.
Questionsareprimarilyopenendedinnature.
1.Howdidyoufindoutaboutthecamp?
2.Was2012yourfirstyearatCampWill?Ifnot,whydidyoureturn?
3.DoyouplanonreturningtoCampWill?Why?
4.Didyouattendwithafriend/relative?Willyoubebringinga
friend/relativeifyouarereturning?
5.HadyouparticipatedinanyactingprogramspriortoCampWill?Ifso,
where?
6.Whatwasthebestthingaboutthecamp?
7.Whatwastheworstthingaboutthecamp?
8.AreyoumorelikelytoreadShakespearessonnets,plays,becauseof
thecamp?(foroldercampers)Andwhatisyourfavorite?
9.DidyouthinkCampWillwastoolong?Diditinterferewithanyother
campsoractivitiesyouhadplanned?Doyouwishthecampcouldbe
heldduringadifferenttimeperiod?(Campis92:30MonFriJune11
28)
10.WhydoyouthinksofewboysattendCampWill?
11.Doesthecostofthecampmakeitdifficultforsomeofyourfriendsto
attend?
(Costis$335.00)
Thecharacteristicsofthepublicityquestioning:

43
Agerange:Isgrades610,agerangingfrom11to17.Participantswerechosen
fromthepreviousyearsCampWillparticipants(grades59),therefore,they
wouldrangeoneyearolderthanthepreviousyearsspecificationsforattendance.
Gender:studyisnotdeterminedbygender,althoughthenumberoffemale
camperswasgreaterin2012.
Number:Thenumberofsubjectsisamaximumof17,thetotalnumberof
campersin2012.Theminimumnumberisbasedoffofthenumberofchildren
thatrespondtotheinvitationtoparticipate.Thereforetheminimumnumber
wouldbezeroifnochildrenwanttoparticipate.Howeverwehopefora
minimumoffiveparticipants.
Inclusiondetails:Tobeincludedintheresearch,studentsmusthaveattended
CampWillin2012,andmusthaveparentalconsentforthestudy.
Exclusiondetails:Theinclusiondetailsareveryspecific,thesampleissmall,
andtherearenoparticularexclusions,withtheexceptionoftheinclusiondetails.
Theonlyotherexclusionwouldbethatthesubjectswouldbeunabletomakethe
March11,2013interviewdate,asnootherdateswillbeavailable.Questionwill
beaskedverbally,allowingallsubjectstocommunicateequally.Thereareno
timeconstraintsontheinterviewprocess.
Vulnerablesubjects:Theparticipantsarechildren.AllhaveattendedCampWill
andarefamiliarwithitsdirectorHowell,whowillbepresentattheinterviewsin
orderforthechildrentofeelmorecomfortable.Anysubjectwhodoesnotwishto
answeraquestionwillbeallowedtocontinuethestudy.Subjectsarefamiliar
withactingduetotheirparticipationinCampWillandshouldnotbethreatenby
thevideorecording.
B.MethodsandProcedures
MethodofSelection:Campdirector,andThePeoplesShakespeareProject
executivedirectorselectedcampersfrom2012CampWillroster.Participants
andtheirparentorguardianwillmeetatDutcherHalltoperformtheinterview.
Thecamperswerereachedbytheemailaddressbywhichthecampersregistered
lastyear.
Studysite:DutcherHall,chosenbyHowell.Thissiteisonethatthecampersare
familiarwith,havingperformedintheRaftersTheaterintheHall.
MethodsandProcedures:Themethodsarenotratedorscaledastheanswersare
personalobservationofthecampers.Theresearchmethodologyisqualitativeand
useopenendedquestions.Therearenorightorwronganswers.Interviewers
44
willintroducethemselvesasacamperandalsoallowstheparticipantstofeel
morecomfortablewiththeinterviewprocess.Timeforsmalltalkwillbeallowed
toalsohelpeasethetension.
C.InformedConsent
PotentialRisks:Therearenopotentialriskstotheparticipantsduetothefactthat
thequestionnairehasnorightorwronganswers.Minimalriskforallinvolved
Anyquestionthatposesaproblemtoaparticipantdoesnotneedtobeanswered.
Parentalconsentwillbenecessaryforparticipation,andtheyarepermittedtostay
intheHallduringtheinterviewprocess.Nameswillnotbeusedinthesurvey
(youarenotdoingasurvey,And,ifyouaregoingtorecordthem,theiridentities
cannotbeheldasanonymous,norwilltheiropinionsbeconfidentialiftheyare
utilizingwhattheysayastestimonyinpublicitymaterials.)
ProtectionAgainstRisks:Whiletherearenopotentialminimalriskstothe
participants,parentsarewelcometostayattheinterviewprocess.Questionscan
berequestedpriortothesurvey.Anyparticipantwhowishestoendtheinterview
willbepermittedtodoso.
PotentialBenefits:ThebenefitsaretoThePeoplesShakespeareProjectinorder
tounderstandcampersneeds.Additionally,thevideoshotoftheinterview
processwillbeshownattheHappyBirthday,Shakespearefundraisingevent.
CompensationforParticipation:None
AlternativestoParticipation:None
InformationWithheld:Nonameswillbereleasedoftheparticipants;theyand
theirfamilieswillbeapprisedofthisinformation.Theirfaceswillbeusedon
video,butvoicesonlycanbeusedifthisisrequested.Finaleditingwillnot
includeallchildrensanswerstoallquestions,althoughtheinformationwillbe
keptasapermanentrecord.
Debriefing:Participantswillbethankedfortheirparticipation,andbeinvitedto
thescreeningofthevideoattheHappyBirthdayShakespearefundraiser.
Confidentiality:Allquestionsandanswers,bothwrittenandinvideobecomethe
propertyofThePeoplesShakespeareProjectanditsexecutivedirector,Laura
Howellandusedsolelyforpublicityuse.
CopyofConsentForm:
PleaseContactLauraHowell,campdirector,foratdigitalcopyoftheconsent
formatkorachhowell@gmail.com

45
APPENDIXC

CAMP WILL INTERVIEW CONSENT FORM

CONSENTFORM
CampWillCampersFilming
Igivemyconsentformyson/daughter,______________________________________,
toparticipateinThePeoplesShakespeareProjectsfilmedinterviewaboutCampWill.I
understandthisvideowillbeshownatTPSPsfriendandfundraiser,HappyBirthday,
WilliamShakespeare,April14,2013.Ialsounderstandthatselectionsofthevideomay
bepostedtoTPSPswebsiteandFacebookpage.Ifurtherunderstandthatthereareno
risksorbenefits,ormonetaryremunerationforappearanceinthevideo.Listofpotential
campersremainsthepropertyofTPSP.
InterviewsbeingconductedbyseniorMillersvilleUniversitystudentsinvolvedinDr.
TheresaRussellLoretzCOMM452class.Interviewstobeconductedunderthe
guidanceofLauraHowell,TPSPexecutivedirector.Parentsarewelcometoattendthe
filming,andparticipationisentirelyvoluntary.
Parent/Guardiansignature:_________________________________________________
Printedname:___________________________________________________________
Date:________________________________
*Foradditionalinformation,contactJessicaMcGowan,AccountExecutive,
jamcgowa@millersville.eduorMs.Howell,(717)3939385.

46
APPENDIXD

CAMP WILL INTERVIEW QUESTIONS

1.Howdidyoufindoutaboutthecamp?
2.Was2012yourfirstyearatCampWill?Ifnot,whydidyoureturn?
3.DoyouplanonreturningtoCampWill?Why?
4.Didyouattendwithafriend/relative?Willyoubebringingafriend/relativeifyouare
returning?
5.HadyouparticipatedinanyactingprogramspriortoCampWill?Ifso,where?
6.Whatwasthebestthingaboutthecamp?
7.Whatwastheworstthingaboutthecamp?
8.AreyoumorelikelytoreadShakespearessonnets,playsbecauseofthecamp?(for
oldercampers)Andwhatisyourfavorite?
9.DidyouthinkCampWillwastoolong?Diditinterferewithanyothercampsor
activitiesyouhadplanned?Doyouwishthecampcouldbeheldduringadifferent
timeperiod?
Campis92:30MonFriJune1128
10.WhydoyouthinksofewboysattendCampWill?
11.Doesthecostofthecampmakeitdifficultforsomeofyourfriendstoattend?
Costis$335.00

47
APPENDIX E

SIGNED CAMP WILL INTERVIEW CONSENT FORM


48

49

50

51
APPENDIX F
PRESS RELEASE

52

53
APPENDIX G
FLYER

54
APPENDIX H
ONLINE CALENDAR EXAMPLE

55
APPENDIX I
FACEBOOK

56
APPENDIX J
TWITTER

57
APPENDIX K
FIRST FRIDAY HANDOUTS

58
APPENDIX L
EVENT PHOTOGRAPHES

59

60
APPENDIX M
RAFFEL TICKETS

61
APPENDIX N
MEDIA LIST

62

63
APPENDIX O
TEAM CALENDAR

64
BudgetHours:28hoursand10minutes
At$18anhourperteammemberPRominentPublicRelationsasawholewouldbepaid
$2,529.00

65
APPENDIX P
TPSP VIDEOS

66
PROMINENTPUBLICRELATIONSAGENCY
MillersvilleUniversityofPennsylvaniaPublicRelationsCampaignStudentTeam

MillersvilleUniversity,MillersvillePennsylvania17551
CONTACTS:JessicaMcGowan(215)2084643
AmandaReedy(610)3149023
------------------------------------------------------------------------------------------------
Team Member Summary

JESSICA MCGOWAN, Account Executive & Creative Director
JAMCGOWA@MILLERSVILLE.EDU McGowanisfromNewtown,PAandisasenioratMillersvilleUniversitygraduatinginSpring2013.Shewillbe
graduatingwithaBachelorsofScienceinSpeechCommunicationwithafocusinPublicRelationsandaminorinGraphicCommunication.McGowan
workscloselywithherclientsandteamensuringsuccessinallendeavors.ForthelasttwoyearsMcGowanhasbeenanactivememberofMillersvilles
PublicRelationsStudentSocietyofAmerica(PRSSA)andiscurrentlyPublicityDirectorfortheorganization.TherolesheplaysforPRSSAhasmade
heravaluedassettothePRominentTeam.AlongwithPRSSAMcGowanispartoftheMillersvilleEquestrianTeamandhasbeenforthelastfour
years.
------------------------------------------------------------------------------------------------
AMANDA REEDY, Account Executive & Media Director

AMREEDY@MILLERSVILLE.EDU ReedyisasenioratMillersvilleUniversitymajoringinpublicrelationswithaminorinpsychology.Sheisamember
oftheUniversityActivitiesBoard,whichplansandexecuteseventsforthestudentbodyandsurroundingcommunity.Inaddition,Reedyisamemberof
theMillersvilleUniversityPublicRelationsStudentSocietyofAmerica(PRSSA).Asaccountexecutiveandmediaplanner,sheisresponsibleformedia
contacts,budget,campaigntimelineandfulfillingaleadershippositiontoensureteamsuccess.
------------------------------------------------------------------------------------------------
JENNA GOULD, Social Media Director
JLGOULD@MILLERSVILLE.EDUGould,socialmediadirector,isaseniorfromHorsham,PAandisstudyingcommunicationsatMillersvilleUniversity
withafocusinPublicRelations.Shehasaminorinbothmarketingandathleticcoaching.Gouldwasamemberofthewomenssoccerteamat
Millersvilleandasaseniorwaselectedteamcaptain.SheisalsoamemberofthePublicRelationsStudentSocietyofAmericaandtheSocietyof
LeadershipandSuccess.Herskillsassocialmediadirectorconsistofutilizingsocialmediasitesthatshehasperfectedfrompersonalandprofessional
experience.
------------------------------------------------------------------------------------------------
KELLY HESS, Research Director
KNHESS@MILLERSVILLE.EDUHessisasenioratMillersvilleUniversity.SheisaSpeechCommunicationmajorwithafocusinPublicRelations.As
researchdirectorshewillresearchbackgroundinformationonorganizations,Shakespeare,performingartsandhowitisvitaltotheorganization,
students,community,andfamily.Hessknowshowtoconductproperinterviewsandfocusgroupsforresearch.HessproducesSWOTanalysis,
situationalanalysis,keypublics,targetaudiences,goals,andobjectives.HessgraduatesMillersvilleUniversityDecember2013.Aftergraduation,Kelly
plansonattendinggraduateschoolandgetherMastersDegreeaftergraduatingMillersvilleUniversity.
------------------------------------------------------------------------------------------------
MATT HELLMANN, Copy Editor & Research Director
Mshellma@Millersville.eduMattHellmanniscopyeditorforPRominentPublicRelations.HeisaSeniorCommunicationsmajoratMillersville
UniversityandhasananticipatedgraduationdateofMay2013.Mattsoutstandingcriticalthinkingskillsandhisattentiontodetailhelphimimprove
formatting,styleandaccuracyoftheteamsrawtext.Itishisjobtoensurethatthetextisclear,correct,concise,comprehensiveandconsistent.
------------------------------------------------------------------------------------------------

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MillersvilleUniversityofPennsylvaniaPublicRelationsCampaignStudentTeam

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

PROMINENT PUBLIC RELATIONS AGENCY

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

Narrative Budget by Activities

Total Costs Program Costs Administrative Costs

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

EVALUATIONS & RECOMMENDATIONS

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A Message from mayor Gray. City of Lancaster Pennsylvania. Retrieved from

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

ONLINE CALENDAR EXAMPLE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

FIRST FRIDAY HANDOUTS

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE

A TEAM IN THE COMM 452 PUBLIC RELATIONS CAMPAIGN COURSE