Bms Campaign Book

Baltimore Main Streets
Miracles on Main Streets Campaign
Submission Date: November 26, 2018
Iyanna Agency: Iyanna Patterson
Course: Capstone
University: Morgan State University
Instructor: David Marshall, Ph.D.
Table Of Contents
EXECUTIVE SUMMARY………………………………………………….. 3
ABOUT THE AGENCY………………………………………………………………. 4
RESEARCH……………………………………………………………………………. 5
Background……………………………………………………………………… 5
Situation Analysis………………………………………………………………7
Core Problem/Opportunity………………………………………………………..8
SWOT Analysis…………………………………………………………………….8
Primary Research…………………………………………………………………… 10
Methodology………………………………………………………………………..11
Results and Analysis………………………………………………………………..12
GOST……..………………………………………………………………………………..12
Goal…………………………………………………………………………………12
Objectives………………………………………………………………………12
Big Idea……………………………………………………………………………..13
Key Publics………………………………………………………………………….13
Messages…………………………………………………………………………….16
Primary……………………………………………………………………………16
Secondary………………………………………………………………………….16
Strategies………………………………………………………………………………16
Tactics…………………………………………………………………………………17
IMPLEMENTATION……………………………………………………………………….19
Channels………………………………………………………………………………19
Print………………………………………………………………………………..19
Social
Media……………………………………………………………………….19-21
Video……………………………………………………………………………….19
Media Schedule………………………………………………………………………..22
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Budget………………………………………………………………………………….23
EVALUATION ………………………………………………………………………………..26
Program Against Objectives…………………………………………………………26

Recommendations For The Future………………………………………………………..26
APPENDICES………………………………………………………………………………….28
A. References………………………………………………………………………………29
B. Letter of Agreement……………………………………………………………………30
C. Primary Research Instrument…………………………………………………………..31
D. Primary ResearchResults……………………………………………………………...31-35
E. Media Kit………………………………………………………………………………36
F. Media Releases…………………………………………………………………………38
G. Social Media……………………………………………………………………………47
H. Link to Video Collateral………………………………………………………………..52
I. Communications Documentation with Clients……………………………………….53
J. Event Promotional Material…………………………………………………………..…...54
K. Presentation PowerPoint………………………………………………………………..60
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Executive Summary
Baltimore Main Streets is a coordinating program which provides private and public resources
for nine small business communities within Baltimore City. The program seeks to empower
entrepreneurship and economic stability. However, the nonprofit organization is unable to
effectively drive business to those communities without having to support themselves. The
coordination program strives to revitalize the nine neighborhoods through design, promotion,
economic vitality, and organization. Iyanna Agency partnered with Baltimore Main Streets in
September 2018 to help raise awareness of the Baltimore Main Streets refresh program.
Due to the Baltimore Main Streets relationship with the Mayor’s Office of Small, Minority &
Women-Owned Business, we want to target local economic development stakeholders. This
community includes those who serve as elected officials, community board members, local
government employees and the leadership of for-profit or non-profit organizations with similar
values. Developing strong relationships with key community stakeholders will allow business in
local main streets to move efficiently toward the mission of the organization. Additionally, we
aim to encourage current partners and potential partners to become more involved with
Baltimore Main Streets.
After thorough research by conducting a roundtable focus group and distributing multiple
surveys among main street management as well as current community partners. Results show
that Baltimore Main Streets lacks brand awareness, limited financial support, lack of trained,
full-time employees and has a non-active social presence on many channels. The major
highlighted channels include print, social media, and broadcast media outlets. Recognizing the
weaknesses of the organization, Iyanna Agency created a campaign to build Baltimore Main
Streets reputation and focuses on bringing the community together to drive economic vitality of
Baltimore City.
To support our proposed awareness and inclusion efforts, Iyanna Agency planned and executed
the 14th annual Miracles on Main Street holiday kick-off and partnership appreciation. The idea
was to gain influencer support by inviting elected officials including, our host, Mayor Catherine
E. Pugh. The event was held at the University of Baltimore Student Center which helped Main
Streets save money and strengthen the network with the University of Baltimore Fellows
program. The event was held on November 19 to kick-off the holiday shopping season and
encourage the community to show small this Christmas season by visiting the local Main Streets.
This campaign was successful in terms of attendance, event execution and promoting
organization and collaboration. Broadcast media was very helpful is pushing Baltimore Main
Streets towards the goal. Due to Baltimore Main Streets having such an inactive social media
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presence for so long. Social Media following continued to fluctuate after consistent posting,
many followers began to unfollow. Ultimately we did not reach out 10% social following goal.
The Miracles on Main Street Campaign was successful overall.
Iyanna Agency
About Us
Formed in August 2018, Iyanna Agency is a Baltimore- based Public relations planning firm.
Comprised of one woman, a senior Strategic Communications major at Morgan State University.
Iyanna Agency is results driven and dedicated to helping clients achieve long lasting results.
Iyanna Agency provides public relations, media relations, strategic planning, event planning, and
social media management. Our mission is to help clients reach their full potential by efficiently
reaching a specialized key public and achieve goals regardless of the measure.
Our Team
Iyanna Patterson
Account Executive
Iyanna Patterson is from Forestville, Maryland and is pursuing a degree in Strategic
Communication at Morgan State University. Iyanna was selected as the first woman to represent
Morgan, at The Stanford University, D School as a University Innovation Fellow in 2015.
Shortly after, she was hired as a Virtual Administrative Assistant at Phoebe Marketing Group.
Iyanna completed an international strategy and marketing program at the Universidade Paulista
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in Sao Paulo, Brazil, and has studied language in Japanese, Portuguese and Spanish. After
graduation, Iyanna will go on to complete her education in hopes of receiving her master’s
degree in Business Administration and Marketing.
Learn more about Iyanna Agency and our client at our company website,
www.iyannaagency.weebly.com
Client: Baltimore Main Streets Coordination Program

Point of Contact: Verna Jones- Rodwell, Baltimore Main Streets Coordination Director
Research
Overview
Background & History

The National Main Street Center is a nonprofit established in 1980 to revitalize neighborhood
commercial districts. Older, historic neighborhoods require new resources in order to help them
evolve with time. The National Main Street center is headquartered in Chicago, Illinois with a
smaller office in Washington, DC. Main Streets encounter many challenges like building
deterioration, suburbanization and retail trends. There are currently more than 1,600
neighborhoods, both urban and rural, who thrive as main street districts.
The Baltimore Main Streets Program launched in 2000 as a public-private collaboration with the
City of Baltimore and The National Trust for Historic Preservation’s National Main Street
Center. The Baltimore Development Corporation was once the central coordinating agency for
Baltimore’s nine main streets. The Baltimore Main Street Coordination Program, as of 2016,
became an extension of Mayor Catherine E. Pugh’s Office which manages the various Main
Street Districts. The revitalization of nine beautiful commercial districts within Baltimore City is
called “ The Main Street Approach”.
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The Baltimore Main Street program provides customized support and public resources to each
district in order to attract new businesses and new jobs for each neighborhood. The nine
participating commercial districts are Waverly Main Street, Pigtown, Pennsylvania Avenue,
Highlandtown, Hamilton-Lauraville, Fells Point, Federal Hill, Belair-Edison and East Monument
Street. By 2014, over 683 facade improvements grants had been awarded to these specific
districts and totaling $3.6 million and $12.9 million in private match investments.
The Four-Point Main Street Approach represents the core values of the Baltimore Main Streets
Program. These four values help manage the original character of each community.
Organization, Design, Promotion and Economic Vitality are the core elements that ring true to
the Main Streets brand. Clean green and safe is an add-on core value each Main Street will
follow these as well.
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Situation Analysis
Summary
Founded in 2000, The Baltimore Main Streets coordination program is currently an organization
with only two employees who are both females. The Baltimore Main Streets Program offers
public and private resources for small businesses within the Main Streets Commercial districts.
The nine Main Street commercial districts are located throughout Baltimore city. Main Streets
are a beacon for hope in an otherwise economically depressed neighborhood. Under the
coordination of the Baltimore Development Corporation, Baltimore Main Streets was the
“second largest urban Program”. The program was run by four full-time staff members and had
been the “only Main Streets program
The Baltimore Mainstreet Coordination program has been unable to sustain a communications
model that consistently informs their existing and potential partners what Main Streets is doing.
If an efficient communications model is not sustained, the Main Streets program is at risk of
losing support and attention of local partners. However, if the Baltimore Main Streets program is
able to acquire an efficient communications pattern. The program will benefit from extended
current partnership support and new partnership formation.
Miracles on Main Street is the Baltimore Main Streets premiere holiday kick-off event to
promote the organization throughout the city. This event has always been a celebration which
encourages city-wide small business support, especially within the local Main Streets. This
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campaign will use the 14th annual holiday Kick-off as a key component to increasing awareness
and networking involving main street businesses.
Core Problem/Opportunity
Through research gathering, Iyanna Agency has identified one core problem for The Baltimore
Main Streets Coordination/ Refresh Program. The Baltimore Main Streets Program has been
unable to sustain a communications model that consistently informs their existing and potential
partners what Main Streets is doing. In order to move the organizations' mission forward,
Baltimore Main Streets must show their public that they can promote a strong economic
community within Baltimore. Iyanna Agency’s secondary research proves that Baltimore Main
Streets has to connect with the ethical values of their public and connect to the working class.
Three main growth opportunities for Baltimore Main Streets include increasing their social
presence, building new community partnerships and increasing the contributions of current
partnerships.
SWOT Analysis
Strengths: Weaknesses:
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I ● Association with the Mayor’s ● Limited Financial Assistance

N Office of Small, Minority and ● A Lack of trained Main Street
T Women Owned Business. ( Managers
E influencer relationship) ● A Lack of Brand Awareness,
R ● Access to government sponsorship non-active social presence is
N and grants. detrimental toward awareness and
A ● Baltimore Main Street holds an community involvement.
L Annual Holiday event each year to ● Government or regulatory issues
drive business to the local main
street districts and increase small
business patronage.
● Former Senator Verna Jones
Rodwell is the director of the
coordination program.
Opportunities: Threats:
E ● Supporters: Partnership with local

X community development ● The location of many main street
T organizations in Baltimore City districts , although convenient, may
E will allow Baltimore Main Streets appear dangerous because of the
R to save administrative costs and surrounding neighborhood.
N drive efficiency. ● The stereotype of elected officials
A ● Social Media may influence a potential donor’s
L ● Working with large recognizable perception of the participants in the
organizations. program.
● Insufficient donations from main
street business owners due to lack
of funding or lack to return on
investment.
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● Baltimore Main Streets is mainly

known by word of mouth.
● Inadequate marketing efforts to
promote the Main Streets contribute
to the decline of fundraising and
community involvement.
Research Methodology
Primary Research: Focus Group

The purpose of conducting a focus group for Baltimore Main Streets was to find out what the
issue is within the organization. The right way to understand why Baltimore Main Streets is not
connecting to their public or reaching a certain goal is to figure out what communication is
lacking. The focus group was conducted with 6 main street managers, one partnership
representative and the employees of the coordination program. We gained insight on how the
different main street managers think about approaching their small businesses. Some of the main
street managers are disconnected from their communities and they are afraid to visit the
businesses due to economic condition. With these circumstances, Many Main Street managers
still conduct facade grants for the business owners. Managers agree that taking photographs and
using social media is the perfect way to engage with their communities. The Main Street
Managers did not like the idea of having Miracles on Main Street outside of the main street
district. They would like to build partnerships but they do not feel that it is necessary to go
outside of the annual tradition of housing the event within the main street district.
Secondary Research : Competitive Analysis
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BDC- Baltimore Development Corporation
Twitter: @BDCBaltimore
Followers: 942, tweets: 463, the most recent tweet 10/25/2018 at 3 pm
The Baltimore Development Corporation (BDC) is a non-profit organization, which serves as the
economic development agency for the City of Baltimore. Our mission is to retain and expand
existing businesses, support cultural resources, and attract new opportunities that spur economic
growth and help create jobs. BDC serves as a one-stop shop for anyone interested in opening,
expanding or relocating a business in Baltimore City.
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DPW- Baltimore City Department of Public Works
Twitter:@BaltimoreDPW
Followers:8,160 Tweets:7,940, most recent: 10/25/2018 at 4pm
Mission: We support the health, environment, and economy of our City and the region by
providing customers with safe drinking water and keeping neighborhoods and waterways clean
Maryland Small Business Development Center
Twitter:@MarylandSBDC Followers:191, Tweets:571
Most recent: 10/25 at 2 pm
Providing networking opportunities for local business owners. Offering free services to
entrepreneurs, helping them gain insight for no cost. Offering Training and many other useful
resources. This organization is also currently tied to the Mayor’s Office.
Preservation Maryland
Twitter:@PreservationMD
Followers: 4,148, tweets:7,900 most recent: 10/25/2018 at 7pm
Dedicated to preserving Maryland’s historic buildings, neighborhoods, landscapes, and site.

They work to preserve the community just like Baltimore Main Streets. Baltimore Main Streets
has worked with this organization in the past.
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Results and Analysis

Baltimore Main STreets is ultimately lacking support from local organizations including the
organizations who are also tied to the Mayor’s Office of Small, Minority and Women-Owned
Business. Baltimore Main Streets must hire more full-time employees to help with tasks on a
daily basis. These tasks will include social media management and engagement with current and
prospective partners. Main Streets is also lacking trained management within the nine districts,
this change will be critical because some communities are not being served. Baltimore Main
Streets is not as active on social media as their competition. This is a key factor in the lack of
community engagement because their competition is using social media. Repost and interactions
will help this. The Use of influencer focus during the Annual Miracles on Main Street Event will
help Baltimore Main Street change their current lack of Brand Awareness.
Gost
Goal
Elevate awareness of Baltimore Main Streets Refresh Program. Strengthen access to information
and collaborative support. Increase partnership opportunities for the nine individual main street
districts. Develop an engaged and contributing network of community partners. Expanding and
developing working relationships with private and public agencies
(1-2 new potential partnerships should form for each district)
Objectives
Objective One:
Increase awareness about Baltimore Main Streets by 10% from October 26- November 26, 2018
Objective Two :
Influence potential partners to have an effect on action.1-2 new potential partnerships should
form for each district. Current partners should increase their current contributions by 25%.
These objectives were not measurable due to a lack of time. Baltimore Main Streets will reach
this goal within the next 6 months by April 2019. Baltimore Main Streets will only reach this
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goal if they gain a stronger team of volunteers of full-time employees, this is where the
University of Baltimore Partnership expansion will help.
Big idea
“ Forming an alliance with like-minded organizations, will strengthen the economic vitality of
Baltimore City.”
Big Idea Strategy: Bring together community stakeholders
Campaign Slogan: “do it all without the mall”
Key Public: Community Stakeholders
Demographic segmentation
Our Key Public includes community stakeholders who can directly impact economic
development for small businesses within Baltimore. Corporate working class citizens who are
either Government Employees, Non- Profit Managers, Community Board Members and Elected
Officials. These individuals range between the ages of 25 and 55. There races very, due to the
current elected Mayor, Catherine Pugh, being an African American women. Her current
administration is majority African American. The race will not be a factor within this campaign
because the typical working class citizen is not racially specific. These individuals can earn
anywhere from $30,000/ year to $100,000/year due to our need to engage volunteer or non-profit
stakeholders as well as upper management individuals within local government agencies.
Education levels of current main street managers start at the High School diploma. Some main
street managers have no college education or previous non-profit or business management
experience. Baltimore Main Streets is currently working to hire a more qualified list of
candidates to manage the main street districts in the future.
Psychographic segmentation
Corporate working class citizens, Government Employees, and Nonprofit Managers are very
loyal to their routine since they are working class adults with families and bills. These
individuals have to make sure that they follow the code of ethics within their respective
organizations and they have to remain true to their personal values as well. These individuals
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may spend time on the campus of City-Hall or in downtown Baltimore. This is why we placed
the Main Streets Refresh Poster in a window on the campus of city hall to attract the working
class individuals who walk by. In terms of forming partnerships, we need to show our public that
Baltimore Main Streets has values that align with the organization who work toward the same
goal. This would include business, government, collaborative, public and private institutions
within our scope of business. Even, Organizations who assist small businesses of growing
entrepreneurial networks as we do. These individuals care about where they spend their money
and with whom they spend their time. Our older public may spend more time using Facebook
opposed to Instagram and the professional public enjoys twitter for company purposes.
Geographic segmentation
The geographic location of our key public is Baltimore CIty Our key public lives or works in an
environment that is Urban, Economically depressed and violent due to the high crime rate of
Baltimore City. According to USA Today , “ 342 homicides notched last year in Baltimore City,
the homicide rate was 56 per 100,000 people as of 2017” (USA, 2018) current political election
has our key public wondering what values are more important in america. According to the
Baltimore sun, the major question is “Which party has been the Big Business party for 100 years,
and which party has worked to help ordinary Americans?” (Buck, 2018)
Stakeholder Profiles:
Potential corporate/community Partners:
Current Relationship:
- To be determined
Influentials:
- CEOs, board members, employees, interns
- Community service representatives and Community Leaders
Self-interests:
- Some organizations have “donations to nonprofits” quotas to meet
- Looking to build public support
- Looking to build a positive reputation for Baltimore City
- Looking to increase the economic prosperity within Baltimore
Existing Corporate/ Community Contributors:

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- Positive, because they are willing to volunteer time and establish fellowships.
- Giving monetary donations is currently an issue.
Influentials:
- CEOs, board members, employees, interns
- Community service representatives and Community Leaders
Self-interests:
- Some organizations have “donations to nonprofits” quotas to meet
- Looking to build public support
State Government Employees/ Leadership

- Positive, willing to give monetary donations such as grants.
- Negative, because Baltimore Main streets lacks timely major media coverage due to
censorship or information.
Influentials:
- Elected Officials, City Council Members, Employees
Self-interests:
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Messages
Message #1
Primary:
The Baltimore Main Streets Refresh program helps revitalize nine neighborhood commercial
districts within Baltimore City.
Secondary:
Baltimore Main Street program provides customized support and public resources including
facade grants and marketing support to bring new businesses and new jobs into the community.
Message #2
Primary:
At Baltimore Main Streets we engage our community by collaborating with other economic development
organizations to reach common goals.
Secondary:
University of Baltimore student testimonial “ Working as a community development fellow with
Pennsylvania Avenue Main Street was one of the most eye-opening experiences for me. I learned how to
deal with people and gain real-world business experience. Non-profit work is very fulfilling because you
can watch your efforts grow communities.”
Using these Key messages will show our key public the importance and impact of collaboration within
community development. Baltimore Main Streets wants to show that we work hard for the community
that we live in and our money and time will be spent on building that relationship. Collaboration is
important to the main streets because they are a non-profit with limited resources. The coordination team
only has one full-time employee and a part-time consultant. This means that partnerships are critical to the
longevity of the main street coordination program.
Strategies
Strategy One:
Use media to build brand loyalty for the baltimore main streets refresh program.
Strategy Two:
Strengthen access to information and increase collaborative support.
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The Use of Media channels will give the Baltimore Main Streets program a platform to speak out
loud about who they are and what they do. Baltimore Main Streets is a non-profit dedicated to
uplifting the community. This requires action, the non-active social presence from the past is
letting the key public know that Baltimore Main Streets just is not interested in engaging with the
community. Baltimore Main Streets wants to portray themselves as an agency that is at the front
lines of marketing, organizations, and promotion. How will business owners and partners believe
that Baltimore Main Streets will truly promote them if they don’t promote their own efforts?
Greater access to information will keep our key public informed. Baltimore Main Streets will
eventually develop a loyal following and community recognition.
Tactics
Tactics for strategy one:
Tactic #1- Social Media-continuous twitter and facebook posting to inform the key public.
Consistent posting will let our key public know that we support them through reposts to help
them gain access to our large social media following. Baltimore Main Streets will also be able to
push their messages into the minds of their key public by displaying images that directly relate
the company values.
Tactic #2-Print- Create a Miracles on Main Street Press Release and Media Advisory which will
be distributed by the Mayor’s Office. A press release and media advisory will be forwarded to
local Baltimore City media contacts to gain coverage and publication of the Miracles on Main
Street Event.
Tactic#3-Broadcast- Produce a 30 second PSA to air via local radio. Local radio stations.
Acquire interview with Comcast TV. A radio PSA will force our key public to act. The radio
PSA asks listeners to visit the Baltimore Main Streets website and find their local main street
district. This will directly drive business to the main streets and people will gain access to our
social handles through the company website as well.
Tactic#4- Verna Jones- Rodwell will interview with charm city TV as well as Comcast to inform
our key public about Baltimore Main Streets and the importance of collaboration.
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Tactics for strategy two:
Tactic #1- Social media- drive interactions to engage with community organizations online.
Incorporate the use of social media outlets at the holiday kick-off
Tactic #2- Email Marketing- send scheduled email blast to current and potential partner points of
contact. An effective email marketing campaign will have linked to direct contact as well as
social platforms to allure our key public into engaging with Baltimore Main Streets. The email
blast will go out on a weekly basis to our extensive list to current and prospective community
partners as well as elected officials who can influence our public. This portion of the campaign
will also include our invitation to Miracles on Main Street.
Tactic#3- Print- Sponsor packet and distribute fliers or info material at the holiday kick-off.
Design the Refresh Poster which will be posted on the campus of city hall.
Tactic#4- Invite mayor Catherine E. Pugh to speak at the event. Gaining influencer support will
is key to attracting our busy key public. Many working-class Baltimore natives are tired after a
long day of work on Monday night. Mayor Catherine E. Pugh will be an extra bonus to
encourage media to actually show up for our event, as well.
Tactic #5- Give a small “thank you” to each existing partner organization (during Moms event).
By thanking our current partners for their past contributions, we will allure our prospective
partners into collaboration. Baltimore Main Streets should show prospective partners that they
will be properly promoted and care for in our “family” network.
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Implantation
Strategic Approaches
Channels
Print:
Print media is used throughout the Miracles on Main Streets Campaign including press release
distribution, a media advisory and a poster displayed on the campus of City Hall. Our press
release will be distributed through the Mayor's Office to reach local media sources like the
baltimore sun. Our print sources were very rewarding because Charm City TV as well as
Comcast, offered
Email Marketing:
Turn attendees into promoters. The people attending your event are the ones who will be most
excited about it. Capitalize on that passion by having social media competitions, giving prizes to
those who receive the most likes, shares, retweets, etc
Create online communities before the event. Make sure social media platforms are being utilized
well before the start of the event in order to create buzz around the event. This will give
attendees a way to interact with one another, building up anticipation for when they finally meet
in person. ( start twitter promo 3 weeks before)
Social Media:
Twitter and facebook were the two main social media sources within my campaign. These
sources were chosen because our key public was mostly active on twitter as working class
professionals. Also some limitations were placed on choices of social platforms because
Baltimore Main Streets lost access to many social media login information. Social media was
extremely useful in terms of helping baltimore main streets reach there key public. Our audience
responded well by following us, liking our content and reposting. We focused on frequently used
hashtags which were previously used by partners and main street volunteer.
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Broadcasting:
A 30 second radio PSA was created and forwarded to the Mayor’s Office in hopes of forcing our
key pubic to take action. The PSA featured information about what we do at Baltimore Main
Streets as well as where citizens can find more information about the individual mani streets in
their area.Main Streets Director, Verna Jones-Rodwell had been featured on Media outlets like
Charm City TV after the miracles on main street event.
Video
Promotional Recap Video Link: https://www.youtube.com/watch?v=rilb20k4lU0&t=118s

The purpose of this promotional recap video is to ensure that Baltimore Main Streets truly
captures the effect
Social Media Audit

Iyanna Agency Audit October 2018
Client: Baltimore Main Streets
Director: Verna Jones-Rodwell
Communications Lead: Sharlene Paul
Office Address:
Twitter @BmoreMainSt
Followers October 20, 2018: 4,710
Tweets 894 ( Since 2009)
Engagement 1- 3 Comments
Likes 7-18
Hashtags #baltimore business

#Mymainstreet
#MyBmore
#Made in Baltimore
#BuyLocal
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Iyanna Agency Audit Continued

Client: Baltimore Main Streets
Facebook Baltimore Main Streets
Likes 50
Followers 20
Post 10
Shares 1- 10 Shares
Based on the Iyanna Agency Audit one problem identified delaying reach to social media target
audience hindering goal includes proper engagement.
Original hashtags for this campaign:

#Refresh Main Streets
#Bmo reOrganized
#MainStreet Refreshed
#MainStreet Revitalized
Iyanna Agency will use a combination of old and new hashtags on every post. This will attract
community partners and increase awareness of the Baltimore Main Streets Refresh program:
#Refresh Main Streets #BmoreLocal #BuyLocal #MyMainStreet #Miracle On MainStreet
Most recent Tweet: october 17, 2018
Current facebook friends: 20
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Media schedule
Timing Task
Prior to Event September

-Create Media List
-Design Refresh Poster
-Create Press Release

-Send Press Release to Mayor’s Office
October
-Send Press Release to print media sources
-Speak to local media networks (Reach out)
-Send email marketing to current and future

partners
-Highlighted on The Mayors Calendar
-Create Media Advisory

-Send media advisory to Mayor’s Office
-Create Radio PSA

-Send PSA to Mayor’s Office
November
-Send email marketing material to all media
contacts as a final reminder
-Schedule Comcast Interview fo Ms.

Jones-Rodwell
-Invite Charm City TV
-Invite The Baltimore
During Event November

-Record personal footage and video for post
event social media postings
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-Assist Media personnel with registration,

set-up and run of show
-Encourage attendees to use hashtags when

posting event related material. ( hand out
disposable paper social media info cards)
Post Event November

-Post Recap footage on social media
-Repost event postings from attendees
-Featured on Charm City TV
- Featured on local entrepreneurs instagram
Budget
Turn attendees into the budget for the 14th annual Miracles on Main Street was not discussed
due to client personal requests. Iyanna Agency was given access to financial information that
was only directly related to promotional material in order to gain brand awareness. Baltimore
Main Streets is a nonprofit organization and are limited to grants provided by the Mayor’s
Office. The Baltimore Main Streets Coordination team asked me to spend the least amount of
money possible so my goal was to use digital platforms of no cost like sendgrid, a free online
email marketing platform.o promoters.
Program Expense Budget
Expense # of items Cost
Promotional Platforms
SendGrid: Email Marketing 1 $0
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Meltwater 1 $0
(Provided by Morgan State)
Bi-Monthly Managers Meeting/ Focus Group
White Paper and markers for 8 sheets/ 2 packs of markers $25

collaborative exercise
Venue: Provided by 1 $0
Belair-Edison Main Street
Beverages 1 water, 2 tea, 2 soda $20
Hors d’oeuvres Veggie mushroom platter $100

Catered by Shareef’s Grill Meatballs, egg rolls
Promotional Refresh Product
Refresh Poster 1 Design $0

Poster my wall watermark
removal: $7.99
Email Marketing Platform
SendGrid.com $0/ free subscription
Marketing Material for Moms Event
Social Media Info Banner 1 $60
Miracles on Main Street 1 $40

custom holiday Banner
Green Take Away Bags 250 $54
Labels for Bags 100 $25
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8X8 Step & Repeat Banner 1 $199

with stand
Small Business Saturday 2 $0

doormat
Venue & Decorations
Venue : University of 1 $0
Baltimore Student Center
projector 1 $0
chairs 50 $0
speakers 4 $0
microphone 1 $0
TV 2 $0
Name tags and Markers for 1 pack of tags $12

the registration table 1 pack of markers
clear plastic bowls and candy 4 bowls Bowls $1each + one bag of
assortment 1 candy bag candy $4 = $8
Large Christmas Tree with 1 $45

lights
Mini gold Christmas Trees ( 10 $5 each = $50

gold and red)
Black Table skirts 15 $5 each = $75
Decorative holiday bow’s 8 $3 each = $24
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Plastic white table cloths 15 $3 each = $45
Catering
Food & beverage

Including bartender services $600
Utensils 4 packs $20
napkins 10 packs $20
plates 150 $40
Total Expenses 1,469.99
Evaluation Criteria & Tools
Future Recommendations
Iyanna Agency suggests that Baltimore Main Streets has separate an annual partnership
appreciation event to complement Miracles on Main Streets to further drive business to the main
street small businesses. The turnout in attendance of Main Street business owners was very low.
Overall attendance was 20% over the expected goal. The organization needs to better incorporate
the residents of the program into their future events to gain more support to the longevity of
relationships between business owners and community institutions. To accomplish this, we
encourage more of the residents in the Baltimore Main Streets to be more active in engaging with
their key public by attending events hosted by prospective partners. so they can interact with the
community members and build lasting and supportive relationships.Current programs against
objectives are the lack of collaboration between Baltimore Main Streets and the other
organizations within the Mayor’s Office of Small, Minority and Women-Owned Business.
Baltimore Main Streets is in desperate need of full-time employees who are dedicated to the
cause. The campaign was successful overall and we met our goals.
Page 27

- Attendance was 20% over the expected goal.
- Additional Charm City TV media coverage
- Positive feedback and social media interactions with current and prospective partners.
- 30% Increase in overall brand awareness and awareness from all channels combines.
- University of Baltimore has increased fellowship network
Conclusion
Consistency is the main factor that harms Baltimore Main Streets growth. Consistent social
posting and interaction will increase business and drive partnerships. Baltimore Main Streets
need to show the community the work that they are doing. Iyanna Agency has assisted Baltimore
Main Streets with promoting a long-lasting social structure as well as implementing the Annual
Holiday Kick-Off. There is now a blueprint of the success of Miracles on Main Street. Baltimore
Main Streets social following has slightly grown by 5% within the past month and will continue
to consistently grow.
Meltwater Usage
Meltwater was not very useful in my campaign in September or October due to Baltimore Main
Streets inactive social presence. Meltwater was clear of posts related to the Baltimore Main
Streets Coordination Team. As of November 25, 2018, Meltwater has a post related to Baltimore
Main Streets that is directly related to the organization's mission. The post was uploaded to
Twitter as well as Instagram by a current representative of a current partner organization. Jim
Peterson is a representative of the Small Business Resource Center of Baltimore City. This is
proof of Partnership expansion.
Page 28
Page 29
Appendix A: References
Baltimore homicide rate is on a record high, deadlier than Detroit and Chicago. (2018,
September 25). Retrieved from
https://www.usatoday.com/story/news/2018/09/25/baltimore-homicide-murder-rate-fbi-statistics-
death-crime-killings/1426739002/
Buck, K. (2018). Baltimore Sun - We are currently unavailable in your region. [online] Baltimoresun.com.
Available at:
https://www.baltimoresun.com/news/opinion/oped/bs-ed-white-working-class-20161127-story.html
[Accessed 26 Nov. 2018].
Page 30
Appendix B: Client Letter of Agreement
Letter of Agreement
This binding letter of agreement, effective August 17, 2018, is between Iyanna Agency, Public
Relations and Baltimore Main Streets Coordination program, a local community economic
development organization within Baltimore City.
Iyanna Patterson approached Baltimore Main Streets about providing services to help increase
awareness for the organization and its mission, as well as help seek new partnership
opportunities. The partnership began June 2018 following an initial meeting with Director, Verna
Jones- Rodwell and will continue until the end of the fall semester in November 2018.
Iyanna Agency will provide public relations consulting and will attend to the specific needs of
Baltimore Main Streets throughout the semester. The Iyanna Patterson will serve as the primary
contact and will oversee the execution of all work discussed in this agreement. Specializing in
the following areas: design, events, research, strategy, and writing.
Project Description
Iyanna Agency will provide its service to Baltimore Main Streets and will work throughout the
semester to increase both visibility and awareness of the organization in the local Baltimore City
community. Iyanna Agency will execute extensive research, coordinate a Holiday Kick-Off
event and develop strategic plans to succeed in the promotion of nine Main Street commercial
districts.
Project Objectives
Iyanna Agency will perform the following actions to aid Baltimore Main Streets in its efforts to
increase its program’s awareness and support community involvement:
•Create promotional material for the refresh program as well as individual Main Street districts
• Contact various local community organizations, Partners and elected officials to raise
awareness of Miracles on Main Street
• Plan and execute a partnership appreciation/ holiday kick-off event in the Baltimore community
• Create an informational video about Miracles on Main Street and the importance of BMS
• Develop a social media strategy for Baltimore Main Streets to implement in the future utilizing
Facebook and Twitter. Create an awareness campaign through various media outlets
Page 31
All written and design materials created by Iyanna Agency will not be printed or publically
distributed without prior approval from Baltimore Main Streets. Iyanna Agency and Baltimore
Main Streets both acknowledge and agree to each other’s roles and responsibilities in this
partnership and look forward to creating a successful public relations campaign. Baltimore Main
Streets understands and recognizes Iyanna patterson’s responsibilities as a student at Morgan
State University.
I have read and agreed to the terms and conditions specified by this letter of agreement between
Belle Public Relations and Connections for Life.
x__________________________________
Date: 11/26/18
Verna Jones- Rodwell , executive director Baltimore Main Streets Coordinating Program
x__________________________________
Date: 11/26/18
Iyanna Patterson, account liaison Iyanna Agency
Appendix C:Primary Research Instrument
Primary Research: Focus group

Round table discussion
Location: Belair- Edison Main Street Office
Time: 5pm-8pm
Date: September 28, 2018
Attendees:
Iyanna Patterson, Iyanna Agency Representative
Verna Jones Rodwell, BMS Director
Sharleene Paul, BMS Communications Director
Will Smith, Manager (Belair-Edison Main Street)
Regina Lansinger, Manager ( Hamilton-lauraville Main Street)
Page 32
Kim Lane, manager ( Pigtown Main Street)

Amanda Smit-Peters, Manager ( Highlandtown Main Street)
Misty Keens, Manager ( Fells Point Main Street)
Marion Blackwell, Manager (Pennsylvania Avenue Main Street)
A Representative from Neighborhood Design Center
Point to remember: Only 6 out of 9 Main Street Managers Attended this meeting
Bimonthly Managers Meeting: Round Table Discussion Focus Group
Opening Activity:
Main street managers will write their individual facade grant processes from start to finish. This
will help us learn how knowledgeable they are on the facade grant process and to see if they all
use similar processes. Facade Grants are provided by the City of Baltimore to improve the outer
appearance of individual businesses within the Main Street territory.
What is the first step of issuing a facade grant?

Manager 1: Business owner inquires through the main street office and a meeting is prompted
Manager 2: Engaging with the merchants and new business owners to understand their needs
Manager 3: Visit the businesses in the area and hand out information packets
What community agencies do you feel ain streets would benefit from collaborating with?
Manager 2: Urban Renewal Plan/zoning
Manager 5: The local police and fire department
What do you do to help the facade process become more efficient?

Manager 1: Having a personal contractor's may help because the process may go smoother.
Sometimes you have to pay the contractors up front and get reimbursed later. ( Belair-Edison
Main Street)
What do you do to showcase the effect of the facade grant?

Manager 4: Take pictures after to celebrate
Manager 1: We also take pictures of the outcome of the beautiful facade work and post them on
social media to attract the community.
Where is the preferred location for Miracles on Main Street (moms)?
Page 33
Director: The current venue for Moms is the University of Baltimore because we already have a
thriving partnership with them. I would like for this partnership to grow. The Main Street
Districts could benefit from having more University of Baltimore community development
fellows working.
Manager 1: I personally don't like the current location of Moms because it’s not even close to
main street
Manager 6: previously, the event has always been on Main Street and in a main street business.
This drives business to the surrounding Main Street small business community.
Manager 3: Original purpose is to attract people to shop on the main streets and not at the mall
Manager 1: We should find creative ways to get attendees at UB to the main streets after the
kick-off. We could provide coupons which will allure them into visiting the main streets during
the month of November and maybe even into December.
Manager 5: Example from a previous main street event : 15 chefs set up in one room to offer a
big dinner to the guests
Director: Rodger Heartly is the Dean of the fellows Masters of Public Administration Program
which is a current partner. I think he will be impressed with our event. Helping his raise
awareness about the fellow program will strengthen our the bond with UB and Main Streets.
Manager: Possible backup venue: Suspended Brewery, which is located within the Main Streets.
The brewery does not have food. So food based Main Street Businesses could Cater the event.
We could invite the University of Baltimore administration and fellows to spend time on the
main streets.
Do you think Monday is an acceptable day to host Moms ?
Manager 6: If it's on a Monday then business will be slow which gives the business owners
more of a reason to step away. Also, building partnerships while networking at the miracles on
main street event.
Question from Managers:

What is the proposed Moms date?
November 19th
Page 34
Appendix D:Secondary Research
Page 35
Page 36
Appendix E:Media Kit
Page 37
Page 38
Appendix F:Media Releases
Media Advisory
November 6, 2018 08:30, EDT
Baltimore Main Streets Hosts 14th Annual Miracles on Main Street Holiday Kick-Off
Who: The Baltimore Main Streets Coordination Team, Mayor Catherine E. Pugh’s Office of
Minority & Women Owned Businesses
What: 14th Annual Miracles on Main Street Holiday Kick-Off
When: November 19, 2018, 6pm-8pm
Where: The University of Baltimore Student Center - 21 W Mt Royal Ave, Baltimore, MD
21201
Why: To showcase, Baltimore’s 9 Main Street Districts and community partnerships while
encouraging porterage of Baltimore’s small businesses during this Holiday Season
How: Invite current and potential partners to networking, display their organizations with
exhibits. Attendees with also view program videos and enjoy delightful Holiday treats from local
Main Street Businesses
About Baltimore Main Streets:

Center. The Baltimore Main Street program provides customized support and public resources to
the nine participating commercial districts are Waverly Main Street, Pigtown, Pennsylvania
Page 39
Avenue, Highlandtown, Hamilton-Lauraville, Fells Point, Federal Hill, Belair-Edison and East
Monument Street.
Website: www.baltimoremainstreets.org
To RSVP please call 443-451-7203 or email Moms2018@bmoreMainStreets.org
Contact
Verna Jones-Rodwell, Director
Cell: 443-451-7203
Verna.Jones-Rodwell@baltimorecity.gov
Page 40
Media Contact:
Verna Jones- Rodwell
E: coordination@baltimoremainstreets.org
l P: 410-207-9810
Press Release First DRAFT

Mayor Catherine E. Pugh Kicks off the
Fourteenth Annual Miracle On Main Streets
to Encourage Citywide and Neighborhood Shopping
This Holiday Season
November 19, 2018 (Baltimore, MD) – Miracle On Main Streets, a citywide holiday event,
kicks off Wednesday, November 19. 2018 at the -----------------from 6:00 to 8:00 p.m. The
kick-off will include live music, food from local restaurants, and entertainment sponsored by
local ----------- Businesses. Mayor Catherine E. Pugh will be on hand to speak and support local
businesses.
Miracle On Main Streets encourages people in and around Baltimore to explore the city’s
historic neighborhoods while supporting local businesses. Why not “do it all without the mall?”
Stroll city streets, enjoy free holiday festivities, free parking and find the perfect gift at a unique
shop in one of the Baltimore Main Streets neighborhoods -- Belair-Edison, East Monument
Street, Federal Hill, Fell’s Point, Hamilton-Lauraville, Highlandtown, Pennsylvania Avenue,
Pigtown and Waverly.
“Homegrown businesses have always been local drivers of economic prosperity, and Miracle on
Main Streets provides another opportunity to showcase these businesses that are so vital to our
historic Main Streets,” said Mayor ----------. “This family friendly event offers more than just an
opportunity to cross items off of our shopping lists. It is a win-win for both residents and the
thousands of business owners who participate—when we keep our dollars in our communities,
we all benefit.”
“Our Main Streets and commercial districts are critically important to the health of Baltimore
and its many diverse neighborhoods,” said paul and verna statement. “Throughout the City,
there is a wide variety of great small businesses ready to help your fulfill all of your holiday
shopping needs. Please shop and dine locally this holiday season and help support local
businesses.”
Page 41
Special events and promotions take place throughout the month in each neighborhood. Free
activities and events include tree lightings, concerts, Santa visits and more! And….Free
Parking! Thanks to a partnership between BDC, The Parking Authority of Baltimore City and
the Department of Transportation, street meters will be bagged for free parking in all 9 Main
Street districts through Small Business Saturday.
For a complete schedule of events and information, go to www.baltimoredevelopment.com or

Facebook/Baltimore MainStreet need to list website for each local Main Street
Boilerplate
Baltimore Main Streets -- Everything you need - just a hop, skip & corner away!
###
Page 42
Media Contact:
P: 410-245-7577
Final Press Release with Client Recommendations

Mayor Catherine E. Pugh officially kicks off the Baltimore’s Fourteenth Annual Miracle
On Main Streets Holiday Season
To showcase, Baltimore’s 9 Main Street Districts and community partnership while encouraging
porterage of Baltimore’s small businesses during this Holiday Season
OCTOBER 30, 2018

FOR IMMEDIATE RELEASE
November 19, 2018 (Baltimore, MD) – Baltimore Main Streets will host its 14th annual
Miracle On Main Streets kick –off event t o show appreciation to local public/private community
partnerships in Main Street Districts. This annual holiday event will be by invitation only on
Wednesday, November 19, 2018, at the University Of Baltimore a Main Street partner.
Activities will include networking, exhibits, program videos and delightful Holiday treats and
tasty food from local Main Street Businesses. Mayor Catherine E. Pugh and guest from the
National Main Street Center will be on hand to speak and support the revitalization off
Baltimore’s Main Street small business network.
Miracle On Main Streets encourages public and private contributions to support a collective
effort to uplift the city’s historic neighborhood shopping districts. The coordination team
encourages Baltimore natives to “do it all without the mall?” in one of the Baltimore Main
Streets n eighborhoods -- Belair-Edison, East Monument Street, Federal Hill, Fell’s Point,
Hamilton-Lauraville, Highlandtown, Pennsylvania Avenue, Pigtown and Waverly.
Page 43
“Throughout the City, there is a wide variety of great small businesses ready to help fulfill
all of your holiday shopping needs. Please shop and dine locally this holiday season and
help support local businesses” Need Quote from the Mayor
About Baltimore Main Streets

Monument Street. The revitalization of nine neighborhood commercial districts within Baltimore
City using the “Main Street Approach” which utilizes Community Organization –
Design—Promotion—Economic Vitality—Clean Green and Safe to achieve community
economic development
###
Page 44
Media Contact:
l P: 410-207-9810
Iyanna’s Final Press Release

Mayor Catherine E. Pugh Kicks off the
Fourteenth Annual Miracle On Main Streets
To mobilize community partnerships to revitalize small businesses
This Holiday Season
OCTOBER 30, 2018

FOR IMMEDIATE RELEASE
November 19, 2018 (Baltimore, MD) – Baltimore Main Streets will host its 14th annual
Miracle On Main Streets event t o show appreciation to local community partners. The annual
ednesday, November 19, 2018, at the University Of
holiday event will kick off on W
Baltimore Student Center from 6:00 to 8:00 p.m. The kick-off will include networking,
exhibits from partner organizations and food from local Main Street Businesses. Mayor
Catherine E. Pugh will be on hand to speak and support the revitalization of this small business
network.
Miracle On Main Streets encourages public and private contributions to support a collective
effort to uplift the city’s historic neighborhood shopping districts. The coordination team
encourages Baltimore natives to “do it all without the mall?” in one of the Baltimore Main
Streets n eighborhoods -- Belair-Edison, East Monument Street, Federal Hill, Fell’s Point,
Hamilton-Lauraville, Highlandtown, Pennsylvania Avenue, Pigtown and Waverly.
“Throughout the City, there is a wide variety of great small businesses ready to help fulfill all of
your holiday shopping needs. Please shop and dine locally this holiday season and help support
local businesses” said Verna Jones-Rodwell.
For a complete schedule of events and information, visit the Baltimore MainStreet Facebook
Page 45
-more-
About Baltimore Main Streets
Monument Street. The revitalization of nine beautiful commercial districts within Baltimore City
is called “ The Main Street Approach”.
###
Page 46
RADIO PSA
Miracles on Main Street Script
Radio Public Service Announcement: 30 Sec (PSA)
30 Second Spot
Live Copy (Announcer):
On Monday, November 19, 2018, Baltimore Main Streets will host its14th annual
Miracles on Main Street Holiday Kick-off. Mayor Catherine E. Pugh will be on
hand to speak and support the revitalization of Baltimore’s Main Street small
business network. Baltimore Main Streets encourages you to “do it all without the
mall” and shop local! Visit www.baltimoremainstreets.orgto locate your local
Main Street commercial district. Join the movement, post a photo of you
patronizing a Main Street business using the hashtag #MainStreetsRefreshed
A Public Service Announcement brought to you by The Mayor’s
Page 47
Appendix G:Social Media
Page 48
Page 49
Page 50
Page 51
East Monument Main Street Logo
Page 52
Appendix H: Link to video Collateral

Promotional Recap Video Link: https://www.youtube.com/watch?v=rilb20k4lU0&t=118s
Page 53
Appendix I: Communication Documentation with Client
Page 54
Page 55
Page 56
Page 57
Appendix J:Event Promotional Material
Page 58
Page 59
Final Miracles on Main Street Invitation
Page 60
Page 61
Page 62
Page 63
Page 64
Appendix K:Presentation Powerpoint
Page 65
Page 66
Page 67
Page 68
Page 69
Page 70
Page 71
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Baltimore Main Streets

Miracles on Main Streets Campaign

Submission Date​​: November 26, 2018

Iyanna Agency​​: Iyanna Patterson

ABOUT THE AGENCY………………………………………………………………. 4

Program Against Objectives…………………………………………………………26

Client:​​ Baltimore Main Streets Coordination Program

Background & History

I ● Association with the Mayor’s ● Limited Financial Assistance

E ● Supporters:​​ Partnership with local

● Baltimore Main Streets is mainly

Primary Research: Focus Group

Secondary Research : Competitive Analysis

BDC- Baltimore Development Corporation

Followers: 942, tweets: 463, the most recent tweet 10/25/2018 at 3 pm

DPW- Baltimore City Department of Public Works

Followers:8,160 Tweets:7,940, most recent: 10/25/2018 at 4pm

Maryland Small Business Development Center

Twitter:@MarylandSBDC Followers:191, Tweets:571

Most recent: 10/25 at 2 pm

Followers: 4,148, tweets:7,900 most recent: 10/25/2018 at 7pm

Dedicated to preserving Maryland’s historic buildings, neighborhoods, landscapes, and site.

Results and Analysis

(1-2 new potential partnerships should form for each district)

Key Public: Community Stakeholders

Existing Corporate/ Community Contributors:

State Government Employees/ Leadership

Tactics for strategy two:

Promotional Recap Video Link: ​https://www.youtube.com/watch?v=rilb20k4lU0&t=118s

Social Media Audit

Followers October 20, 2018: 4,710

Tweets 894 ( Since 2009)

Hashtags #baltimore business

Iyanna Agency ​Audit Continued

Facebook Baltimore Main Streets

Original hashtags for this campaign:

#Refresh Main Streets #BmoreLocal #BuyLocal #MyMainStreet #Miracle On MainStreet

Most recent Tweet: october 17, 2018

Current facebook friends: 20

Prior to Event September

-Design Refresh Poster

-Create Press Release

-Speak to local media networks (Reach out)

-Send email marketing to current and future

-Highlighted on The Mayors Calendar

-Create Media Advisory

-Create Radio PSA

-Schedule Comcast Interview fo Ms.

-Invite Charm City TV

-Invite The Baltimore

During Event November

-Assist Media personnel with registration,

-Encourage attendees to use hashtags when

Post Event November

-Repost event postings from attendees

-Featured on Charm City TV

- Featured on local entrepreneurs instagram

Program Expense Budget

Expense # of items Cost

SendGrid: Email Marketing 1 $0

Bi-Monthly Managers Meeting/ Focus Group

White Paper and markers for 8 sheets/ 2 packs of markers $25

Beverages 1 water, 2 tea, 2 soda $20

Submission Date: November 26, 2018

Iyanna Agency: Iyanna Patterson

Client: Baltimore Main Streets Coordination Program

E ● Supporters: Partnership with local

Promotional Recap Video Link: https://www.youtube.com/watch?v=rilb20k4lU0&t=118s

Iyanna Agency Audit Continued

What: 14th Annual Miracles on Main Street Holiday Kick-Off

When: November 19, 2018, 6pm-8pm

To RSVP please call 443-451-7203 or email Moms2018@bmoreMainStreets.org

For a complete schedule of events and information, go to www.baltimoredevelopment.com or