AZ5C’s Media Plan

Overview
Highnoon is relaunching its concept of the AZ5C. It was first launched in 2018 for Arizona’s 100 year
celebration to show the changes that have taken place in Arizona since the original 5 C’s were adopted in
1918. The AZ5C had an Instagram, Facebook and a very developed website. However, the concept
launch took a backseat in 2019. This is a media plan by the Cronkite School’s Public Relations Lab
created for the relaunch of The AZ5C on Feb. 14, 2021, Arizona’s birthday.

Objective: To Increase Coverage of AZ5C Content Hub

Goal: Get at least five traditional media articles

Media Targets
● AZBigMedia –– Alison Bailin Batz had previously written about AZ5C when they first launched
in 2018, so the prior relationship exists and can likely be recultivated for the re-launch.
AZBigMedia is also an excellent place for AZ5C coverage as they are a business-focused
publication that touches many other topics as they relate to business.
● AZCentral Visuals/Media team –– AZCentral has a team of photographers and videographers,
such as Patrick Breen and Sean Logan, that it may be beneficial to pitch for freelance work on the
AZ5C Content Hub in order to produce content to go up on the website and especially social
media.
● AZCentral Audio/Podcasting –– They have a small audio team that produces a podcast where a
rep from Highnoon should go and offer an interview
● YourLife Arizona on Channel 3 –– The content of this show ranges but they do many stories and
it would be a perfect place to highlight 5C’s.
● Travel + Leisure Magazine –– As a travel magazine, they cover many cities in Arizona that align
with the AZ5Cs and can help spread awareness of the content hub.

Content mix
 ● Updated media kit from 2018 and samples of the content hub
● Media kits will be electronically sent to media organizations and companies
● Examples of content tailored to each journalist
○ a health journalist could get an infographic on health in AZ,
○ a tourism journalist could get a list of events that are happening in AZ or photography
○ The business journalists would get data and graphics that were on the growth of people
moving to Arizona or the growth of businesses and the economy in Arizona
○ A journalist that focuses on community could get a prewritten story that came from the
community tab on the 5C’s website.
● A timeline of how AZ5C’s has changed from their original launch to now.

Draft Pitch Angles

● On Arizona’s birthday, February 14th, Highnoon Marketing Agency will donate $1 to a local
charity as part of a social media campaign, ‘What’s to like about Arizona? Talk about it!’
○ Social users can participate by sharing what they like about Arizona and include
#WhyIChoseAZ in their post.

Media pitch email

To: Katie O’Connell – AZCentral Podcast/Audio Strategist

Hi Katie,

I’m reaching out on behalf of Highnoon Marketing + Consulting Agency and its social media campaign
of ‘Whats to like about Arizona? Talk about it!’ This campaign is centered around Arizona’s birthday,
Feb. 14th and will launch in 2021.

On this date, Highnoon is going to donate $1 to a local charity for every social post that uses the
#WhyIChoseAZ and shares what they like or like doing in Arizona. This social campaign will spread
awareness of what the state is known for rather than just hot weather and triple digits. All of the shared
and tagged posts will live on the AZ5Cs website, which serves as a content hub.

We hope to share and spread the love of all things Arizona to local residents and outside residents.

Highnoon founder Joe Pizzimenti wants to spread the word about the AZ5C as a social brand, content
hub, and believes the AZCentral podcast would be a perfect place to do it. If you are interested, he is open
to doing an interview and offering more insight into the AZ5C mission and this campaign. Please feel free
to contact me if you would be open to having him on the show or if you have any other questions.

Thank you,
ASU PRLab Team

Garnering Media
The main approach to garner media is to engage in a statewide conversation of all the things Arizonans
love to do here. Donating to a local charity will emphasize the many charitable aspects that Arizona has to
offer. AZ5C’s would idealize an existing story angle to highlight in the newsletters, website, content hub
etc., and act as the bridge between the media and the business. AZ5C’s can pitch to different media
outlets and journalists in broadcast, newspapers, magazines and other local news outlets to gain exposure
of this statewide conversation and how its content hub has something for everyone.

Interviews
Yes, ideally there should be interviews. There should be a designated person with Highnoon who should
be the owner of this project and the main point of contact for any media to let them know what Highnoon
is doing on February 14 and how to participate on social media. Ultimately to explain what the AZ5C’s is
and how the content hub can be used.

Press Release
DRAFT RELEASE
May 15, 2020
Contact: Ray Artigue
Phone: (602) 540-8595
Email: ray.artigue@highnoon.co

Highnoon Launches AZ5C “A Birthday Gift for Arizona”

‘Everything you need to know about Arizona’

ARIZONA -- Highnoon Marketing Agency is proud to reintroduce the new Arizona 5 C’s: a vehicle to
drive business, top talent and tourism to Arizona. The AZ5C is a one-stop-shop for information about the
whole state as well as for Arizona lovers to congregate and share why they love Arizona. This content
hub is equal parts information hub and social hub.

The concept will launch on January 31, 2021, two weeks prior to Arizona’s birthday, Feb. 14, 2021.
Highnoon should start the campaign by asking residents, “What can you give Arizona for its birthday?”
To answer that question, AZ5C wants to know “What’s to love about Arizona? Talk about it.”

The AZ5C social media accounts also offer local photographers and artists a place to have their art shared
in exchange for attribution and brand exposure.

“When I moved back from New York, I realized that Arizona is one of the best places in the country,” Joe
Pizzimenti, partner of Highnoon, said. “I wanted to create a campaign that would let everyone see the
amazing things about Arizona. Through AZ5C, we hope that everyone can participate in the conversation
and show others through the content hub what they love about Arizona.”

The information hub houses everything from a cost of living calculator to an active job board and local
events happening all over the state. The hub is primarily targeting students, researchers, prospective and
current residents, and prospective or current business owners.

Founded in 2018, AZ5C.com is a place that shares stories of those in our communities. With a new
remodel it can be used by any and every one looking for information on Arizona. The mission of AZ5C is
to drive business, top talent and tourism to the state of Arizona.