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INTEGRATED MARKETING CAMPAIGN PROPOSAL FOR CITY DANCE PEORIA

Campaign Proposal: a comprehensive approach to an organizations communication strategies and programs

This integrated marketing and fundraising campaign will introduce City Dance to the community of Peoria and its primary audiences of potential patrons and potential donors

Secondary Research: information is gathered from public sources o Sources of information for analysis of City Dance include: City Dance Business Plan Facebook Twitter Stay Classy Google Personal Communication

o Sources of information for Analysis of Industry and Competition include: U.S. Department of Labor CNN www.jumpstartfun.com www.dddance.com www.peoriaballet.com www.sinclairdancestudio.blogspot.com

Media Audit/Introduction o Analysis of City Dance


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o Analysis of Industry and Competition Analysis Of City Dance City Dance is a registered nonprofit 501(c)3 organization (City Dance business plan) The organization is owned by Tyler and Amanda Relph (City Dance business plan) The owners have a combined 30 years of dance instructing experience (City Dance business plan) City Dance will to provide free or low cost dance and arts mentorships programs to underprivileged members of Peoria and surrounding communities (City Dance business plan) The organization will open August, 2012 (City Dance business plan) Fundraising operations will begin February, 2012 (City Dance business plan) The fundraising gala featuring prominent local figures and internationally known entertainment icons will take place June, 2012 (City Dance business plan) The goal for all fundraising efforts is $5 million dollars (www.stayclassy.org, Retrieved 12/2/2011) All money raised will be place in an endowment to allow the City Dance to run entirely off the interest generated (City Dance business plan) City Dance has partnered with Peorias District 150 school system to provide free dance and arts mentorship classes to all District 150 students (City Dance business plan) The organization will operate in The Prairie Building Downtown Peoria; a prominent location across from the Peoria Civic Center (City Dance business plan) Hip-Hop and lyrical jazz are the primary dance styles (City Dance business plan) Secondary styles include tap, ballroom, ballet, and many others (City Dance business plan)

Arts mentorship programs will be offered in audio production, photography, videography, and through lessons for various musical instruments (City Dance business plan) City Dance currently has a very limited brand presence with no website and a limited social media presence (www.facebook.com, www.twitter.com, Retrieved 12/1/2011) The City Dance Facebook page currently has 72 likes (www.facebook.com, Retrieved 12/1/2011) The City Dance Twitter account currently has 29 followers (www.twitter.com, Retrieved 12/1/2011 Previous dance experience has linked City Dance with many famous choreographers including Tabitha and Napoleon (Americas Best Dance Crew, So You Think You Can Dace) and Wade Robson (So You Think You Can Dance) (City Dance business plan) These choreographers, along with many others, have agreed to teach free masters classes on a monthly basis (City Dance business plan) Many prominent members of the community of Peoria are already showing their support for the organization (Personal Communication) A dance-wear line will be launched simultaneously with the organization in August (City Dance business plan) Analysis of Industry and Competition Dance Studios are $1 billion dollar industry in the United States alone (United States Dept. of Labor, Retrieved 12/1/11)

Dance has gained popularity with mainstream media in the past couple of year, with shows like So You Think You Can Dance, Americas Best Dance Crew, and Dancing with the Stars gaining top ratings for their networks (www.cnn.com, Retrieved 12/3/2011) City Dances primary competition includes Kims Academy of Dance, D&D Productions, Peoria Ballet Academy and Sinclair Dance Studio Kims Academy of Dance Located in North Peoria in the Jump Start Gymnastic building (www.jumpstartfun.com, Retrieved 12/4/2011) Offers ballet, tap, jazz and tumbling classes (www.jumpstartfun.com, Retrieved 12/4/2011) No pricing information is available without going through the full registration process (www.jumpstartfun.com, Retrieved 12/4/2011) Kims Academy of dance has 100 likes on Facebook (www.facebook.com, Retrieved 12/4/2011) D&D Productions Located in North Peoria (http://ddpdance.com, Retrieved 12/4/2011) Offers tumbling, tap, competitive dance, jazz, and ballet classes (http://ddpdance.com, Retrieved 12/4/2011) Established in 1959 (http://ddpdance.com, Retrieved 12/4/2011) Class prices range from $42 for 1/2 hour lessons to $209 for 7 1/2 hours of lessons (http://ddpdance.com, Retrieved 12/4/2011) Currently has 325 Facebook likes (www.facebook.com, Retrieved 12/4/2011)

Peoria Ballet Academy Located in North Peoria (www.peoriaballet.com. Retrieved 12/4/2011) Offers ballet, pointe, tap, musical theater, lyrical, jazz, and yoga classes (www.peoriaballet.com. Retrieved 12/4/2011) Most expensive and strict of Central Illinois Dance Studios (www.peoriaballet.com. Retrieved 12/4/2011) Trains over 300 students each year (www.peoriaballet.com. Retrieved 12/4/2011) Associated with the larger Peoria Ballet organization (www.peoriaballet.com. Retrieved 12/4/2011) Peoria Ballet has 561 likes (www.facebook.com, Retrieved 12/4/2011) Sinclair Dance Studio No formal studio location, most classes offered in churches in Bartonville, Ill (http:// sinclairdancestudio.blogspot.com/, Retrieved 12/2/2011) Offers couples ballroom dancing classes in a variety of styles (http:// sinclairdancestudio.blogspot.com/, Retrieved 12/2/2011) Classes are either $200 for four lessons or $350 for eight (http:// sinclairdancestudio.blogspot.com/, Retrieved 12/2/2011) Sinclair Dance Studio periodically posts blogs (http://sinclairdancestudio.blogspot.com/ Retrieved 12/2/2011) Sinclair Dance Studio has 31 likes on Facebook (www.facebook.com, Retrieved 12/2/2011)

ORIGINAL RESEARCH Original research is collected directly from targeted audiences for a specific campaign or project Quantitative and qualitative studies were used to gather original research data The targeted audiences are potential donors and potential patrons of City Dance This section is divided into five parts: Analysis of Campaign Situation Research Questions Quantitative Data and Findings Qualitative Data and Findings Discussion Analysis of Campaign Situation The City Dance fundraising campaign will generate funds for the Summer 2012 launch The minimum fundraising goal is $100,000 The goal for all fundraising efforts is $5,000,000 Currently no fundraising campaigns have taken place The campaign will establish branding for the organization All branding functions (website, logo, event promotions, etc.) must be completed prior to initial contact with any audience Fundraiser gala will be held in a Downtown Peoria loft space Urban and city inspired design elements will be blended with a classy gala feel and performance art to create a unique event environment

The fundraising gala will be held Friday, April 6, 2012 The final budget for the event is $30,000 Local sponsors and donors will offset event expenses Food and drinks will be provided through in-kind donations from local restaurants and venders Integrated marketing communication campaign to promote event and organization will launch February 1, 2012 Fundraiser will blend many different type of art; including performances / exhibits by: Chris Jones (You Got Served) Tabitha DUmo (So You Think You Can Dance, Americas Best Dance Crew) Chicago Bears Drumline City Dance Owners/Creative Directors Tyler and Amanda Relph City Dance instructor Joshua Dick Performance painter Local musicians Local artists Prominent community members and politicians, including Congressman Aaron Shock, will attend fundraising event 350 event tickets will be sold 30 local and regional press members will be invited Approximate budget will be $20,000 - $40,000 Meeting fundraiser goals would establish the gala as the largest arts fundraiser held in Peoria area

City Dance is registered as a 501(c)3 organization. Nonprofit status makes all donations and sponsorships tax deductible Opinions from others about campaign: Community members think a safe and productive environment for children in downtown Peoria is needed Local businesses and government officials will support the organization through volunteer time and monetary donations Top figures in the dance industry have voiced support and willingness to teach classes Who will benefit from the campaign: Low income families living in Peoria Potential or current dance students that are not able to afford classes Dance students looking for top instruction Community art organizations and supporters Government officials encouraging start-up arts organizations How will the campaign benefit City Dance: Integrated marketing communication campaign will introduce City Dance to all audiences Media coverage will spread brand awareness locally and regionally Involving community members will catalyze support Fundraiser will generate funds for operation Research Questions The following research questions were answered through quantitative and qualitative data:

What are the frequencies and percentages of public positions among potential donors and potential patrons? What is the likelihood of information processing among potential donors and potential patrons? What is the likelihood of information seeking among potential donors and potential patrons? How do the demographic variables of age and socioeconomic level influence potential donors and potential patrons? What is the likelihood of potential donors and potential patrons taking master classes by famous choreographers? What is the likelihood potential donors and potential patrons will attend the fundraiser gala?

Quantitative Data and Findings The first research methodology utilized was quantitative Quantitative data consist of numeric data than can be statistically analyzed and generalized to represent trends in larger populations The most common methods of qualitative studies are: content analysis, surveys, and experimental design Content analysis is counting the number of occurrences of a variable in specific samples Experimental design requires isolates specific variables to determine relationships between variables Surveys ask short, close-ended, easy to tabulate questions that are typically representative of larger populations

Finding representative samples of targeted populations is crucial for the validity of both quantitative and qualitative research Both qualitative and quantitative research yield data and findings Data are answers to research questions Findings are interpretations of data Explanation of instrument A survey was distributed and taken by 100 Illinois State University students who answered as a member of a targeted population Grunig Questions: Questions 1, 2, 3, 4 and 5 were Grunig questions Grunig questions determine problem recognition, levels of constraint, involvement level, information processing level and information seeking level The questions determine an audiences knowledge, attitudes and behaviors toward an organization or a specific campaign situation Grunig questions allow for a simple ways to create messages designed to reach specific public positions Demographic questions Determine fixed or relatively fixed characteristics of a population Questions six and seven determined age and socioeconomic level of respondents Additional questions Questions eight and nine determined likelihood of each population attending classes or the fundraiser gala.

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Additional questions are used to gain further insight into specific audience characteristics * A sample of the survey instrument is included on the following page Grunig defines a population as a particular section, group or type of people living in a specific area A population also can be a group of people with a shared relationship towards an organization A public position is an individuals stance on a specific issue Public positions can be shared by groups of people within populations Grunig Typology identifies four types of public positions and eight publics Active - An individual who demonstrates knowledge, attitude and behavior Aware - An individual who possesses knowledge and attitude, but no behavior Latent - An individual who does not posses knowledge, attitude or behavior, but may in the future Non-Public - An individual who possesses no knowledge, attitude or behavior and never will Eight levels of public positions provide frameworks for message targeting HIPF (active): high problem recognition, low constrained behavior, high involvement level HICB (active-aware): high problem recognition, high constrained behavior, high level of involvement HIRB (active-reinforcing) low problem recognition, low constrained behavior, high involvement level

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#____ My name is T.J. Syndram and I am a student in Dr. Moffitts Com 377 class. This survey is a part of research being conducted for a campaign for City Dance. City Dance is a nonprofit dance studio that will open in downtown Peoria Summer 2012. The organization will offer top quality instruction for free or little cost to students. Its goal is to provide a safe, productive environment for students to thrive and grow in the arts. The initial fundraising and branding campaign will introduce City Dance to the area and raise necessary startup funds. Please answer questions as a member of the highlighted audience. Do not answer as an ISU student.

Potential Donor
Grunig Questions

Potential Patron

____ Indicate a number from 1 - 500 with 1 representing not important and 500 representing very important, how important do you believe the initial City Dance fundraising and branding campaign is? ____ Indicate a number from 1 - 500 with one representing very little and 500 representing a lot, how much do you feel you can do about the City Dance fundraising and branding campaign? ____ Indicate a number from 1 - 500 with 1 representing not at all and 500 representing very much, how much does the City Dance fundraising and branding campaign affect you personally? ____ Indicate a number from 1 - 500 with 1 representing not likely and 500 representing very likely, how likely would you be to watch a City Dance TV advertisement if it ran during a show you were watching? ____ Indicate a number from 1 - 500 with 1 representing not likely and 500 representing very likely, how likely would you be to search for a City Dance advertisement? Demographic Questions Socioeconomic Level: __ Blue Collar __ White Collar __ Professional (Teacher, Doctor, etc.) Age: __ 18-33 __ 34-49 __ 50-65 __ 65 + Other Questions ___ Indicate a number from 1-5 with 1 being unlikely and 5 being very likely, how likely would you be to attend free classes with top choreographers such as Tabitha Dumo (So You Think You Can Dance, Americas Next Top Dance Crew)? ___ Indicate a number from 1-5 with 1 being unlikely and 5 being very likely, how likely would you be to attend the fundraiser gala?

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HIFB (latent) low problem recognition, high constrained behavior, high involvement level LIPF (aware-active) high problem recognition, high constrained behavior, low involvement level LICB (latent-aware) high problem recognition, low constrained behavior, high involvement level LIRB (latent-non-public) low problem recognition, low constrained behavior, low involvement level LIFB (non-public) low problem recognition, high constrained behavior, low involvement The primary publics for City Dance are potential donors and potential patrons Potential donors are a primary audience because they will provide funds needed for City Dance to thrive Potential patrons are a primary audience because they directly benefit from services and classes City Dance will provide Other publics include: Government organizations Area nonprofit organizations Downtown Peoria and riverfront business owners Downtown Peoria and riverfront visitors Peoria Chamber of Commerce Local arts and entertainment organizations

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Residents of the Greater Peoria Area Table 1 presents the frequencies and percentages of public positions in potential donors to City Dance

TABLE I FREQUENCIES AND PERCENTAGES OF PUBLIC POSITIONS IN POTENTIAL DONORS TO CITY DANCE Frequencies (#) Percentages (%) HIPF (33) 66% HICB (2) 4 HIRB (3) 6 HIFB ----LIPF (1) 2 LICB (1) 2 LIRB (2) 4 LIFB (8) 16 N=50

The HIPF (active) public is dominant with 66%. The HIFB is least dominant with no data. Most of the public positions are active and non-publics. Table 2 presents the frequencies and percentages of information processing and information seeking in potential donors to City Dance

TABLE 2 FREQUENCIES AND PERCENTAGES OF IP AND IS IN POTENTIAL DONORS TO CITY DANCE Info Processing Info Seeking Low (1) 2% (1) 2% Moderately low (8) 16 (8) 16 Average (6) 12 (6) 12 Moderately high (6) 12 (6) 12 High (29) 58 (29) 58 N=50

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TABLE 3 FREQUENCIES AND PERCENTAGES OF DEMOGRAPHICS AND ADDITIONAL QUESTIONS IN POTENTIAL DONORS TO CITY DANCE Socioeconomic Level Frequencies (15) (18) (17) Percentages 30% 36 34 N=50 Age Frequencies (13) (12) (13) (10) Percentages 27% 25 27 21 N=48 Likelihood of class attendance Frequencies (8) (9) (9) (12) (12) Percentages 16% 18 18 24 24 N=50 Likelihood of fundraiser attendance Frequency (2) (7) (10) (14) (17) Percentages 4% 14 20 28 34 N=50

Blue Collar White Collar Professional

18 - 33 34 - 49 50 - 64 65+

Low Moderately low Average Moderately high High

Low Moderately low Average Moderately high High

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High information seeking and processing were dominant among potential donors at 58%. Low information seeking and processing were least dominant at 2%. Most levels of information seeking and processing are high and moderately low Table 3 presents frequencies and percentages of demographic and additional questions in potential donors to City Dance The data showed a relatively equal distribution of socioeconomic levels. The data shows a relatively equal age distribution. The data showed a relatively equal likelihood of attending classes. High likelihood of attending the City Dance fundraiser was dominant at 34%. Low likelihood of attending was least dominant at 4%. Most respondents were either high and relatively high in likelihood to attend. Table 4 presents the frequencies and percentages of public positions in potential patrons of City Dance

TABLE 4 FREQUENCIES AND PERCENTAGES OF PUBLIC POSITIONS IN POTENTIAL PATRONS OF CITY DANCE Frequencies (#) Percentages (%) HIPF (21) 42% HICB (6) 12 HIRB (1) 2 HIFB (3) 6 LIPF (7) 14 LICB (3) 6 LIRB (1) 2 LIFB (6) 12 N=50

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The HIPF (active) public was dominant with 42%. The HIRB (active-reinforcing) and LIRB (latent-nonpublic) were least dominant with 2% each. Most of the public positions were active and aware active. Table 5 presents the frequencies and percentages of information processing and information seeking in potential patrons of City Dance

TABLE 5 FREQUENCIES AND PERCENTAGES OF IP AND IS IN POTENTIAL PATRONS OF CITY DANCE Info Processing Info Seeking Low ----Moderately low (2) 4% (14) 28% Average (8) 16 (15) 30 Moderately high (11) 22 (5) 10 High (29) 58 (16) 32 N=50 High information processing was dominant among potential patrons with 58%. Low and moderately low information processing was least dominant with no data and 4% respectively. Most of the audience was high or moderately high in information processing. A relatively equal distribution of information seeking was seen in both audiences. Low Information seeking was least dominant with no data. Table 6 presents the frequencies and percentages of demographics and additional questions in potential patrons of City Dance Blue collar was the dominant socioeconomic level among potential patrons at 44%.

Professional was least dominant at 24%. Most people were either blue collar or white collar workers.

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TABLE 6 FREQUENCIES AND PERCENTAGES OF DEMOGRAPHICS AND ADDITIONAL QUESTIONS IN POTENTIAL PATRONS OF CITY DANCE Socioeconomic Level Frequencies (22) (16) (12) Percentages 44% 32 24 N=50 Age Frequencies (17) (17) (8) (8) Percentages 34% 34 16 16 N=48 Likelihood of class attendance Frequencies (8) (3) (14) (10) (15) Percentages 16% 6 28 20 30 N=50 Likelihood of fundraiser attendance Frequency (7) (12) (12) (11) (8) Percentages 14% 24 24 22 16 N=50

Blue Collar White Collar Professional

18 - 33 34 - 49 50 - 64 65+

Low Moderately low Average Moderately high High

Low Moderately low Average Moderately high High

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The dominant age ranges of potential patrons are 18-34 and 35-49. The least dominant

age ranges were 50-64 and 65+. Most respondents were 18-34 or 35-49. High and average likelihoods of class attendance were dominant at 30% and 28% respectively. Moderately low was least dominant at 6%. Most respondents had high, moderately high, or average likelihoods of attending. The data showed a relatively equal distribution in likelihood of fundraiser attendance Qualitative Data and Findings Qualitative data are detailed information that is interpreted using words rather than numbers Primary methods of conducting qualitative research are textual analysis, focus groups, interviews and participant observation Textual analysis is the interpretation of messages based on content Participant observation is watching audience behavior without manipulating variables Interviews are asking specific, usually open-ended, questions and recording and interpreting response Focus groups ask questions similar to interviews. An emphasis on the dynamics and effects of group behavior is a major focus of study Target audiences were split into two focus groups for this study Group one consisted of three potential donors Group two consisted of three potential patrons Questions 1 through 5 were about the image of City Dance Questions 6 through 10 were about nonprofit fundraising? Questions 11 through 15 were about City Dance branding

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Questions 16 through 20 were about the industry and community Both groups were asked the following set of questions: Image Are you familiar with City Dance? Do believe there is a need for a nonprofit dance studio in Peoria? Do you believe City Dance will provide a positive environment for students? Would you consider City Dance a valuable asset to the community? Does the qualifications of instructors at City Dance give it instant credibility? Fundraising What factors influence you when donating to nonprofits? Would you consider donating to City Dance? What are some examples of events you consider to be effective fundraisers? Do you believe the ease of online donation is better than large scale fundraisers? Does the social climate and popularity of an organization influence your willingness to donate? Branding How important is the brand of a nonprofit to its success? What are some examples of nonprofits you believe have strong brands on a national or local scale? Do you believe positioning City Dance as a relevant, urban hip hop studio will be effective in reaching inner city Peoria residents?

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What channels (TV ads, social media, radio, etc.) do you believe would be most effective in reaching target audiences? Has a nonprofit organization used powerful branding to gain your time or money donation? Industry / Community Do you believe local dance studios offer an adequate number of classes catered to lower income families? Do you believe people would be interested in a new hip-hop studio in Peoria? Do you think an increased level of popular culture interest in dance (So You Think You Can Dance, Dancing With The Stars, etc.) will directly affect interest in City Dance? Do you believe the popularity of dance will rise over the next five years? The first general finding demonstrated awareness was not high, but both populations saw the need and value of City Dance I havent heard of the organization yet, but that makes sense because it isnt running yet. I believe Peoria needs something like that to get started. Bringing in all those famous dancers would definitely get peoples interest. The second general finding demonstrated innovation was crucial to fundraising success Online donation is really great! Even my church does it these days. I think TOMS shoes fundraises in a new and cool way. Traditional methods are still important. People need to be pressured.

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The third general finding showed personal connection and branding are equally important for gaining support I think having a great logo is nice, but I care if the organization is doing something I enjoy. In this day and age, you cant afford to have bad branding. Not even for a nonprofit. I really only donate time or money if my friends or family are as well People want to follow something that is cool. The fourth general finding proved popular culture influence on the industrys popularity There are so many shows and movies coming out about dance now. I really didnt care too much for dance until the past year or so. I definitely like So You Think You Can Dance more than American Idol Its hard to imagine people can learn to move like that The fifth general finding showed a great interest in free dance classes I think if the instructors are good, no one could turn that down. It could almost work as a community center in a way The kids of Peoria would love that! Discussion What are the frequencies and percentages of public positions among potential donors and potential patrons? Quantitative data shows the dominant public position in both populations is active Qualitative data shows audiences would be primarily active when City Dance opens What is the likelihood of information processing among potential donors and potential patrons?

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Quantitative data shows high degree of information processing likelihood in both populations Qualitative data further supports high information processing What is the likelihood of information seeking among potential donors and potential patrons? Quantitative data shows high information seeking among potential donors and a relatively equal distribution among potential patrons Qualitative data did not address information seeking How do the demographic variables of age and socioeconomic level influence potential donors and potential patrons? Quantitative data shows potential donors to have a relatively equal age distribution and potential patrons to be a younger audience. What is the likelihood of potential donors and potential patrons taking master classes by famous choreographers? Quantitative data show a high likelihood among potential patrons and a relatively equal distribution among potential donors Qualitative data show a general interest for those with the skill or ability What is the likelihood potential donors and potential patrons will attend the fundraiser gala? Quantitative data show a high likelihood among both potential donors and patrons Qualitative data show a very high interest in a unique and creative fundraiser to establish City Dance as a premier arts organization

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BASIC STRATEGIES Basic strategies are the kinds of information and underlying appeals featured in messages Basic strategies do not include specific words or visualization factors Two major frameworks Organization centered: information created based on what an organization wants targeted populations to know Audience centered: information intended to appeal to the audience Goals are any effect or change in targeted audiences desired by an organization Two types of goals are used primarily: Change goals directly reference an organizations desired change Appeal goals first seek an audiences attention before suggesting change Objectives are the types and amount of information presented to an audience The four types of goals are: image, demographic, Grunig, and additional goals Image goals target perception of an organizations image Demographic goals feature any type of objective consistent with the goal Demographic goals are targeted at specific populations with relatively fixed shared characteristics Grunig goals seek to move members of a public position to a higher level of involvement Additional goals address any desired change in a population not addressed in other types of goals

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Cognitive dissonance theory suggests populations pay attention to messages they find interesting even if they do not agree with content Selective perception theory suggests populations chose messages they expose themselves to Two points of analysis for this section Basic strategies for Potential Donors Basic strategies for Potential Patrons Basic Strategies for Potential Donors Image goal: Establish City Dance as the leading arts provider for Peorias inner-city youth Knowledge Objective: twenty pieces of information about District 150 cutting all arts and physical education from schools Knowledge Objective: forty pieces of information about the variety of arts programs offered by city dance Knowledge Objective: ten pieces of information about the pricing structure that ensures inner-city youth can attend for cheap or free based on need Knowledge Objective: seven pieces of information about competing dance studios not offering affordable pricing to inner-city students Knowledge Objective: fifty pieces of information on partnerships with government organizations, schools, area businesses and other nonprofits Attitude Objective: ten pieces of information about how the Downtown Peoria location will give City Dance an advantage in reaching inner-city youth Attitude Objective: thirty pieces of information on how donating to City Dance is a valuable contribution to the Peoria community

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Attitude Objective: twenty pieces of information on how the experience of City Dance instructors establish the organization as a leader among local dance studios Rationale: Establishing City Dance as a leader among the arts community is the first step in gaining support of potential donors. This population must first recognize the legitimacy of the organization before they would be interested in donating money. Knowledge and attitude objectives are important for this population. Demographic Goal: Persuade members of white collar and professional populations to attend gala fundraiser Knowledge Objective: thirty pieces of information as an event preview Attitude Objective: fifteen pieces of information about how attending the fundraiser will positively impact the community of Peoria Behavior Objective: 20 pieces of information persuading population to purchase tickets and attend gala Rationale: Research showed that members of white collar and professional populations were most inclined to attend the fundraiser gala. Providing the information needed to attend the fundraiser would be effective in reaching these population. Grunig Goal: Move members of the non-public position to latent status Knowledge Objective: ten pieces of background information about City Dance Knowledge Objective: twenty pieces of information about the lack of arts in Peoria Knowledge Objective: ten pieces of information about the rise of crime in Peoria Knowledge Objective: fifteen pieces of information about student need for a creative outlet

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Rationale: The non-public population has no knowledge, attitude or behavior about City Dance. Knowledge objectives give population members a basis on which they can build to higher levels of involvement. Grunig Goal: Maintain high level of active public positions Knowledge objective: twenty pieces of information on the importance of continued support Knowledge Objective: fifty pieces of information on the estimated impact of City Dance Attitude Objective: ten pieces of information on why City Dance is a great charity to support Attitude Objective: twenty pieces of information on benefits of the community City Dance offers its students Behavior Objective: twenty pieces of information on volunteer benefits and opportunities for volunteering Behavior Objective: fifteen pieces of information on attending the gala fundraiser Behavior Objective: twenty-five pieces of information on being a City Dance advocate in communities Behavior Objective: ten pieces of information on becoming a part of the City Dance mentorship program Rationale: The active population possesses knowledge, attitude and behavior about City Dance. All three must be addressed to ensure the active position remains at that ideal status. Ensuring

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continuing support and knowledge of the expansion and continued effectiveness of the organization will help achieve this goal. Additional Goal: Encourage participations in classes offered to non-students Knowledge Objective: fifteen pieces of information about programs with no age restrictions Knowledge Objective: twenty pieces of information about health benefits of dance Knowledge objective: seven pieces of information about specific instructors and classes offered Attitude Objective: ten pieces of information on how anyone can dance regardless of ability Attitude Objective: ten pieces of information on the fun of dancing with friends Behavior Objective: fifteen pieces of information on attending dance classes appropriate for skill level Behavior Objective: seven pieces of information on inviting friends Rationale: The primary audience for City Dance programs is youth under 18 years old. This leaves all research participants as secondary audiences. Educating this population about the possible options for involvement will allow members to view the full scope of class involvement. Additional Goal: Encourage sponsorship of programs or events Knowledge Objective: ten pieces of information on monetary and volunteer resources needed for operation Knowledge Objective: fifty pieces of information on opportunities for sponsorship Attitude Objective: twenty pieces of information on benefits of sponsorship

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Attitude Objective: ten pieces of information on how sponsorship is a way to make a lasting impression on the organization Behavior Objective: ten pieces of information on reaching tiers of sponsorship Behavior Objective: ten pieces of information on sponsoring equipment and space for City Dance operations Rationale: Potential Donors are the primary source of funding for the organization. Providing opportunities to do so is crucial in allowing City Dance to function at the high level necessary to establish themselves as market leaders. Knowledge, attitude and behavioral objectives are used to gain these major donations. Basic Strategies for Potential Patrons Image goal: Establish City Dance as the leading arts provider for Peorias inner-city youth Knowledge Objective: twenty pieces of basic information about City Dance location and programs Knowledge Objective: ten pieces of information on the partnership with local schools and nonprofits Knowledge Objective: twenty pieces of information about differences between City Dance and competitors Attitude Objective: fifty pieces of information about how City Dance is relevant to modern culture Behavior Objective: thirty pieces of information on reasons to join a class Behavior Objective: twenty pieces of information about how to get involved in mentorship programs

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Rationale: Patrons will be the primary audience and beneficiaries of City Dance upon opening. Ensuring they are targeted with messages that firmly establish the organization as a relevant organization that is able to connect with the youth of the community will determine how effective the organization will be. Knowledge and attitude information will establish credibility for City Dance before it opens Demographic Goal: Establish a relevant presence among the under 18 year old population Knowledge Objective: thirty pieces of information on programs for area youth Knowledge Objective: ten pieces of information on instructor experience Knowledge Objective: ten pieces of information on hip-hop and other upcoming dance styles Knowledge Objective: twenty pieces of information on opportunity for involvement in local arts scene Knowledge Objective: ten pieces of information on the unique and engaging studio design Attitude Objective: ten pieces of information on how dance is cool Attitude Objective: ten pieces of information on how dance is becoming more prominent in American culture Behavior Objective: twenty pieces of information on how to register for classes Behavior Objective: ten pieces of information on participating in workshops without committing to formal programs

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Rationale: The majority of students will be outside the populations researched for this campaign. Students will look to see how effectively City Dance reaches them and integrates modern culture and technology into an effective campaign. Grunig Goal: Maintain active public position Knowledge Objective: ten pieces of information on upcoming programs at City Dance Knowledge Objective: ten pieces of information on how the community is supporting City Dance operations Attitude Objective: ten pieces of information on how dance or other arts programs are a great use of free time Attitude Objective: ten pieces of information on how City Dance is a fun environment to spend time in Behavior Objective: twenty pieces of information on how to sign up for multiple programs or classes Behavior Objective: ten pieces of information on how to spread skills learned at City dance into the community Behavior Objective: twenty pieces of information on how to get friends involved at City Dance Behavior Objective: five pieces of information on pre-registering for future programs Behavior Objectives: twenty pieces of information on registering for master classes with top choreographers

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Rationale: Knowledge, attitude and behavior appeals must be used to maintain an active status. Giving new ways to support the organization and get involved gives members of the Potential Patron population new reasons to participate in City Dance Programs. Grunig Goal: Move non-public positions to latent status Knowledge Objective: twenty pieces of information about the estimated impact of City Dance operations Knowledge Objective: ten pieces of information about how involvement in the arts discourages gang violence Knowledge Objective: twenty pieces of information on perceptions of community members about the lack of a safe environment for youth to get involved in Knowledge Objective: Hip-hop is a scene local youth are involved in Rationale: Non-public positions require knowledge objectives because the population is not adequately informed to form attitudes or behaviors. Providing information about the youth of the community and direct benefits of City Dance programs will give the population information needed to form attitudes and determine their problem recognition level Additional Goal: Demonstrate the value of fundraising for individual tuition Knowledge Objective: ten pieces of information on pricing structure Knowledge Objective: ten pieces of information on cost of operations Knowledge Objective: ten pieces of information on importance of fundraising Knowledge Objective: twenty pieces of information on individual fundraising opportunities

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Attitude Objective: twenty pieces of information on how students gain more from classes they have invested in personally Behavior Objective: ten pieces of information on how students can begin fundraising Rationale: Many students will come from low-income homes where affording any tuition is too much of a burden on the household. Educating students on the importance of taking responsibility for their tuition and empowering them with simple programs will give students the ability to feel a sense of accomplishment and support City Dance simultaneously. Additional Goal: Show Potential Patrons the benefit of City Dance programs in the community Knowledge Objective: ten pieces of information on networking opportunities Knowledge Objective: ten pieces of information on participating in event fundraisers Knowledge Objective: twenty pieces of information on opportunities available in each program Attitude Objective: ten pieces of information on the value of each skill taught at City Dance Behavior Objective: twenty pieces of information on specific places offering positions for skills taught at City Dance Rationale: Communicating the value of programs will allow Potential Patrons to understand why City Dance will be a beneficial use of time. Knowledge, attitude and behavior objectives all can be used to effectively tie real world experience and opportunity to classes taught

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MESSAGE STRATEGIES Message strategies are the actual words and visualization factors used in messages Research and basic strategy content are used in creating messages Word messages Copy platform: word or phrase used as an identifying and unifying element in messages Copy points: pieces of information that support goals or objectives Visualization factors Logo All other visual Classified as print, broadcast and virtual Message design consists of both words and visualization elements Four points of analysis are used for message strategies: Copy platform Copy points for potential patrons Copy points for potential donors Visualization factors Copy Platform Copy platform: Copy platforms are consistent messages used across all campaigns as an identifying tactic The phrase used typically supports an organizations mission Effective copy platform quickly captures the attention of even disinterested audiences

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Copy platforms are usually located near the organizations logo City Dance currently has no copy platform New copy platform will be Bringing Arts Back Copy platform will provide basis for campaign sub-slogan Bringing ___ Back Sample Copy Points for Potential Donors Image goal: Establish City Dance as the leading arts provider for Peorias inner-city youth Knowledge Objective: forty pieces of information about the variety of arts programs offered by city dance Copy Point: City Dance offers exciting programs in dance, photography, videography, graphic design, and audio production. Attitude Objective: ten pieces of information about how the Downtown Peoria location will give City Dance an advantage in reaching inner-city youth Copy Point: Our location in the Prairie Building is convenient for students throughout the Peoria area. Demographic Goal: Persuade members of white collar and professional populations to attend gala fundraiser Knowledge Objective: thirty pieces of information as an event preview Copy Point: The red carpet fundraiser gala will blend various forms of art into an experience unlike anything previously held in Peoria. Behavior Objective: 20 pieces of information persuading population to purchase tickets and attend gala Copy Point: Tickets for the gala are $200 and are available at www.citydancepeoria.org.

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Grunig Goal: Move members of the non-public position to latent Knowledge Objective: twenty pieces of information about the lack of arts in Peoria Copy Point: Unfortunately, nearly every nonprofit arts organization has been forced to close their doors in light of heavy economic pressure. Knowledge Objective: fifteen pieces of information about student need for a creative outlet Copy Point: Students involved in artistic organizations are 59% less likely to be involved in gang violence. Grunig Goal: Maintain high level of active population Knowledge objective: twenty pieces of information on the importance of continued support Copy Point: The success of City Dance efforts is directly dependent on the support of our donors. Attitude Objective: twenty pieces of information on benefits of the community City Dance offers its students Copy Point: Students are given a safe, productive environment to be creative and escape from negative social pressure. Additional Goal: Encourage participations in classes offered to non-students Knowledge Objective: fifteen pieces of information about programs with no age restrictions Copy Point: Many master classes are open to anyone regardless of age or ability level

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Attitude Objective: ten pieces of information on how anyone can dance regardless of ability Copy Point: Dancing is about a willingness to learn, all ability levels are welcomed. Additional Goal: Encourage sponsorship of programs or events Knowledge Objective: fifty pieces of information on opportunities for sponsorship Copy Point: Even the speaker system can be sponsored in five year increments. Behavioral Objective: ten pieces of information on reaching tiers of sponsorship Copy Point: Gold level sponsorship offers a variety of incentives throughout the year. Copy Points for Potential Patrons Image goal: Establish City Dance as the leading arts provider for Peorias inner-city youth Knowledge Objective: twenty pieces of basic information about City Dance location and programs Copy Point: City Dance is located in Downtown Peoria and offers a variety of arts programs to inner-city youth. Attitude Objective: fifty pieces of information about how City Dance is relevant to modern culture Copy Point: Incorporating the latest technology and music sets City Dance apart from all competition. Demographic Goal: Establish a relevant presence among the under 18 year old population Knowledge Objective: ten pieces of information on instructor experience Copy Point: The instructors at City Dance have a combined 40 years of instructing experience

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Knowledge Objective: twenty pieces of information on opportunity for involvement in local arts scene Copy Point: Local business are eager to partner with City Dance alumni as they graduate from the program Grunig Goal: Maintain Active population Knowledge Objective: ten pieces of information on upcoming programs at City Dance Copy Point: September 2012 will feature a master session by famous choreographers Tabitha and Napoleon Attitude Objective: ten pieces of information on how City Dance is a fun environment to spend time in Copy Point: Monster energy drinks sponsored the studio after hanging out for a day. Grunig Goal: Move non-public positions to latent Knowledge Goal: twenty pieces of information about the estimated impact of City Dance operations Copy Point: Local officials estimate City Dance could decrease youth violence by up to 10% Knowledge Goal: Hip-hop is a scene local youth are involved in Copy Point: The underground hip-hop scene features thousands of students attending local concerts Additional Goal: Demonstrate the value of fundraising for individual tuition Knowledge Objective: ten pieces of information on pricing structure

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Copy Point: While there is a monthly tuition for all programs, many students qualify for assistance from the student scholarship fund. Knowledge Objective: ten pieces of information on importance of fundraising Copy Point: City Dance gives students a variety of opportunities to fundraise throughout the semester. Additional Goal: Show Potential Patrons the benefit of City Dance programs in the community Knowledge Objective: ten pieces of information on participating in event fundraisers Copy Point: Students will be given the opportunity to showcase their skills at fundraising events in front of influential community members. Attitude Objective: ten pieces of information on the value of each skill taught at City Dance Copy Point: Photographers teaching in the mentorship program offer students internships in professional projects Visualization Factors Visualization factors are all elements in a message that are not words The two major categories of visualization factors are print and broadcast media A logo is a visualization factor used as a unifying image The logo typically contains the name of the organization and is used by the organization in all or most messages Logos are rarely changed or adapted City Dance has no current logo

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City Dance is having a graphic designer design a logo featuring graffiti elements in orange and grey

Print Media: Blank Space: Begin using blank space in most messages Crowded / Sparse Message Components: Begin using sparse message design for disinterested publics Begin using crowded message design for interested public Most messages will contain sparse messages design as the organization is introduced Color: Begin using blue, grey, black and white as primary colors Begin using yellow, red, and green as secondary colors Use green or blue message design that requires action Type of paper Material for sponsorship booklets should be hardbound with thick, high quality paper Posters and flyers should be printed on high quality, glossy card stock Many messages will be found online and do not require the use of paper All other materials should use high quality paper Font and Size of Print
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Prominent headings will be individually designed by graffiti artists and graphic designers on retainer Bebas Neue will be used for subheadings Most copy will be in Helvetica Important copy will be all capitalized Graphic Design Most messages will use graphic design elements A cityscape will be depicted on many messages Graffiti will be used in many messages Bright colors in traditionally dull urban environments will be used An urban feel will dominate the appearance of all design Photography Quality photography will be central to campaign messages Interactive photographs of the studio will be used as a preview for prospective patrons or donors Large photographs will be prominently featured during fundraising events Photography of staff, students, the community, the studio, and many other subjects will be used in messages

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Celebrities and Other Persons: Congressman Aaron Shock will be present at fundraiser gala and be featured showing support for City dance in messages Baseball stars Jim Thome and Ben Zobrist will attend the fundraiser gala
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Prominent choreographers Tabitha and Napoleon (So You Think You Can Dance, Americas Top Dance Crew) and Wade Robson (So You Think You Can Dance) will have their work performed at the fundraiser gala The Chicago Bears Drum line will perform at the fundraiser gala Christopher Jones (You Got Served) will perform at the fundraiser gala All prominent government officials will attend the fundraiser gala

Exaggerated and Unexpected Images:

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Images of dancers superimposed on Peoria skyline are exaggerated

Images of colors coming from dancers or city are exaggerated Images of violence in Peoria will be unexpected Emotional or Rational Appeals: Many messages will have emotional appeals for the students that are unable to be involved in arts due to poverty Portrayals of poor living conditions will be present as emotional appeals The hope City Dance will provide will be an emotional appeal used Providing tax deductible ways to donate are rational appeals Broadcast Media: Length of Messages Public service announcement will be :60 seconds long City Dance story video will have 2:30 minute and 5:00 minute versions Choreographer story videos will be 2:00 minutes long Sample dance videos will be 3:00 minutes long Event promotional videos will be 1:00 minute long Studio opening videos will be :30 or 1:00 minute long
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Movements from Shot to Shot All videos will be shot in high definition with a cinematic feel Most videos will reflect the fact pace of the studio with a lot of movement Videos with serious content will be slower paced Celebrities and Other Persons Aaron Shock will be featured in the story videos Owners Tyler and Amanda Relph will be featured in most videos City Dance instructor and choreographer, Joshua Dick, will be featured in some videos Music and Sound Effects Most videos will feature hip-hop music relevant at the time of screening To Build a Home by The Cinematic Orchestra will be used for story videos Exaggerated and Unexpected Images Intense sequences of violence in Peoria will be featured in story videos

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COMMUNICATION SELECTION STRATEGIES Communication selection strategies are specifics methods or channels used in delivering messages Personal communication selections: organizations directly reach targeted audiences Includes focus groups, seminars, dance classes, direct mail, social media, and all interpersonal communication Advantages of personal communication: Typically most persuasive Relatively inexpensive Direct control over audiences experience with the message Memorable if properly utilized Disadvantages: Limited reach Media communication selections: organizations utilize a third party to reach targeted audiences through specific mediums Advantages of media communication: Greater reach with fewer messages Multiple appeals may be present in each message Large selection of possible mediums allow for a variety of channels utilized Disadvantages of media communication: Limited personal appeal Not as targeted as personal communication selections

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Expensive A good communication selection mix effectively blends personal and media communication selections to compliment each other in reaching campaign objectives Frequency is the number of times a message is repeated when reaching targeted audiences Reach is the number of members of a targeted population exposed to a message at one time Personal and media communication channels will be utilized in the City Dance integrated marketing campaign Points of analysis Communication selections for potential donors Communication selection for potential patrons Sample messages Media plan Communication Selections for Potential Donors Television Spots

Mass media Frequency Will run on WEEK, WMBD, FOX, WGN Advantages: focused on target geographic market, large Central Illinois reach, memorable emotional appeals in messages

Disadvantages: expensive, not personal, significantly larger population than targeted public

Radio Spots

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Mass media Frequency Radio spots featured on primarily talk, jazz, classical and oldies station to reach an older demographic

Advantages: relatively inexpensive, geographically focused, appeals to auditory learners Disadvantages: short air times, small radio audiences, audio messages may not be memorable

Press Releases / Kits


Mass medium Frequency Advantages: Free or inexpensive, potential to reach major networks and markets with messages, trusted, third-part source

Disadvantages: impossible to predict media interest

Billboards

Mass Media Frequency Located in Downtown Peoria and on surrounding highways Advantages: Will reach large numbers of Peoria drivers, strong visual impact, constant source of promotion

Disadvantages: Must attract the interest of people with short attention spans

Magazines

Mass media

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Frequency Featured advertisements in magazines specific to Peoria including Numero and Arts and Culture

Advantages: Geographically targeted, readers and subscribers have interest in arts, can be paired with a feature article

Disadvantages: limited circulation, expensive to place in larger magazines

Sponsorship Booklets

Personal communication Reach Sent or given to all significant potential donors throughout Central Illinois Includes information on how to sponsor and the programs and benefits of City Dance Advantages: can be specific to individual people, provides specific steps for fundraising, only reaches members in the targeted audience

Disadvantages: Does not allow for two way communication, costly to individualize, finding ideal targets is a lengthy process

Website

Media Channel Frequency Targeted specifically to potential donors Launched prior to fundraiser gala Advantages: Infinitely customizable, relevant and necessary media channel, can provide large amounts of information in a variety of formats

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Disadvantages: Expensive, time consuming to maintain Communication Selections for Potential Patrons

Television Spots

Mass media Frequency Will run on WEEK, WMBD, FOX, WGN Messages focused on the opening of City Dance and programs/benefits offered Advantages: focused on target geographic market, large Central Illinois reach, memorable emotional appeals in messages

Disadvantages: expensive, not personal, significantly larger population than targeted public

Social Media

Mass media / Personal Frequency / Reach Prominent presence on Twitter, Facebook and YouTube Advantages: free, large and active user base, high levels of engagement, ability to target audiences

Disadvantages: Must be constantly maintained, creating good, sharable content can be expensive

Radio Spots

Mass media Frequency

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Radio spots featured on popular and rap music stations like KISSFM, WBNQ, and Power 92

Advantages: relatively inexpensive, geographically focused, appeals to those already involved in music styles primarily targeted, partnerships with radio stations lends credibility to messages

Disadvantages: short air times, may be lost in large numbers of advertisements

Press Releases / Kits


Mass medium Frequency Advantages: Free or inexpensive, potential to reach major networks and markets with messages, trusted, third-part source

Disadvantages: impossible to predict media interest

Billboards

Mass Media Frequency Located in Downtown Peoria and on surrounding highways Focused on the August opening of City Dance Advantages: Will reach large numbers of Peoria drivers, strong visual impact, constant source of promotion

Disadvantages: Must attract the interest of people with short attention spans

Magazines

Mass media

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Frequency Featured advertisements in magazines specific to Peoria including Numero and Arts and Culture

Advantages: Geographically targeted, readers and subscribers have interest in arts, can be paired with a feature article

Disadvantages: limited circulation, expensive to place in larger magazines

Mobile App

Media Channel Frequency Provides a constant information source on latest City Dance news and activities Serves as primary platform for YouTube dance tutorials Advantages: Free for users, provides a simple format for many types of information, gives City Dance an opportunity to be first movers in a market not currently targeted by dance studios

Disadvantages: Initial development fees are expensive, must keep content current with the YouTube channel

Website

Media Channel Frequency Targeted specifically to potential donors Launched prior to City Dance grand opening

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Advantages: Infinitely customizable, relevant and necessary media channel, can provide large amounts of information in a variety of formats

Disadvantages: Expensive, time consuming to maintain

Television Spots

Mass media Frequency Will run on WEEK, WMBD, FOX, WGN Advantages: focused on target geographic market, large Central Illinois reach, memorable emotional appeals in messages

Disadvantages: expensive, not personal, significantly larger population than targeted public

Radio Spots

Mass media Frequency Radio spots featured on primarily talk, jazz, classical and oldies station to reach an older demographic

Advantages: relatively inexpensive, geographically focused, appeals to auditory learners Disadvantages: short air times, small radio audiences, audio messages may not be memorable

Press Releases / Kits

Mass medium

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Frequency Advantages: Free or inexpensive, potential to reach major networks and markets with messages, trusted, third-part source

Disadvantages: impossible to predict media interest

Billboards

Mass Media Frequency Located in Downtown Peoria and on surrounding highways Advantages: Will reach large numbers of Peoria drivers, strong visual impact, constant source of promotion

Disadvantages: Must attract the interest of people with short attention spans

Magazines

Mass media Frequency Featured advertisements in magazines specific to Peoria including Numero and Arts and Culture

Advantages: Geographically targeted, readers and subscribers have interest in arts, can be paired with a feature article

Disadvantages: limited circulation, expensive to place in larger magazines

Sponsorship Booklets

Personal communication Reach

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Sent or given to all significant potential donors throughout Central Illinois Includes information on how to sponsor and the programs and benefits of City Dance Advantages: can be specific to individual people, provides specific steps for fundraising, only reaches members in the targeted audience

Disadvantages: Does not allow for two way communication, costly to individualize, finding ideal targets is a lengthy process

Website

Media Channel Frequency Targeted specifically to potential donors Launched prior to fundraiser gala Advantages: Infinitely customizable, relevant and necessary media channel, can provide large amounts of information in a variety of formats

Disadvantages: Expensive, time consuming to maintain Sample Messages

This section contains four sample messages, two for each population Potential Donors Sample message 1: City Dance Story Video Video will be prominently featured on website and shared through social media sources Matt Blick of Cellar Webs will do all shooting and editing

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The video tells the story of City Dance with a visual impact tied to the actual social impact of the organization Sample Message 2: Social Media Facebook and Twitter pages appeal to large portions of the population Potential Patrons: Sample Message 3: Poster Depiction of an urban warehouse adorned with graffiti Message appeals to both those who think Peoria has become run down and those who believe graffiti is art and are looking for a safe place to express their art Poster will be placed throughout schools and popular gathering places in Peoria and surrounding communities Sample Message 4: Mobile App Mobile app will be available for iPhone, Android and Blackberry users Features the YouTube dance tutorials popularized by City Dance Appeals to those who like to keep up with the latest organizational news and classes at any time The four sample messages can be found at the end of this section Media Plan This campaign has 1,276 pieces of information required in the objectives Each objective will be addressed by one or more communication selection

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Communication selections: television spots, radio spots, billboards, apps, t-shirts, social media platforms, posters, brochures, postcards, magazine advertisements, gorilla marketing initiatives, public service announcements, direct mail, press releases and press kits Each selection should positively reinforce all others and the basic and message strategies outlined in previous sections of the campaign Time Frame: four months; May 2012 - August 2012 Placement patterns: methods and patterns of message distribution Continuous: message runs every day Social media, billboards, video, and the app will utilize a continuous pattern Flighting: messages are intermittent throughout campaign duration Television spots, radio spots, and magazine advertisements will utilize a flighting pattern Pulsing : messages use a combination of continuous and flighting patterns. This may mean a message can run multiple times or not at all on a given day 1. Plan television ad #1 2. Produce television ad # 1 3. Run television ad # 1 4. Plan television ad # 2 5. Produce television ad # 2 6. Run television ad # 2 7. Plan television ad # 3 8. Produce television ad # 3

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9. Run television ad # 3 10. Plan press kit 11. Produce press kit 12. Run press kit 13. Plan press release # 1 14. Produce press release # 1 15. Run press release # 1 16. Plan press release # 2 17. Produce press release # 2 18. Run press release # 2 19. Plan press release # 3 20. Produce press release # 3 21. Run press release # 3 22. Plan press release # 4 23. Produce press release # 4 24. Run press release # 4 25. Plan blog # 1 26. Produce blog # 1 27. Run blog # 1 28. Plan blog # 2 29. Produce blog #2 30. Run blog # 2

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31. Plan blog # 2 32. Produce blog # 3 33. Run blog # 3 34. Plan blog # 4 35. Produce blog # 4 36. Run blog # 4 37. Plan blog # 5 38. Produce blog # 5 39. Run blog # 5 40. Plan YouTube video # 1 41. Produce YouTube video # 1 42. Run YouTube video # 1 43. Plan YouTube video # 2 44. Produce YouTube video # 2 45. Run YouTube video # 2 46. Plan YouTube video # 3 47. Produce YouTube video # 3 48. Run YouTube video # 3 49. Plan YouTube video # 4 50. Produce YouTube video # 4 51. Run YouTube video # 4 52. Plan YouTube video # 5

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53. Produce YouTube video # 5 54. Run YouTube video # 5 55. Plan YouTube video # 6 56. Produce YouTube video # 6 57. Run YouTube video # 6 58. Plan magazine ad # 1 59. Produce magazine ad # 1 60. Run magazine ad # 1 61. Plan magazine ad # 2 62. Produce magazine add # 2 63. Run magazine add # 2 64. Plan billboard # 1 65. Produce billboard # 1 66. Run billboard # 1 67. Plan billboard # 2 68. Produce billboard # 2 69. Run billboard # 2 70. Plan brochure # 1 71. Produce brochure # 1 72. Run brochure # 1 73. Plan poster # 1 74. Produce poster # 1

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75. Run poster # 1 76. Plan poster # 2 77. Produce poster # 2 78. Run poster # 2 79. Plan event invitation # 1 80. Produce event invitation # 1 81. Run event invitation # 1 82. Plan event invitation # 2 83. Produce event invitation # 2 84. Run event invitation # 2 85. Plan media invitation # 2 86. Produce media invitation # 2 87. Run media invitation # 2 88. Plan sponsor booklet #1 89. Produce sponsor booklet # 1 90. Run sponsor booklet # 1 91. Plan sponsor booklet # 2 92. Produce sponsor booklet # 2 93. Run sponsor booklet # 2 94. Plan t-shirt # 1 95. Produce t-shirt # 1 96. Run t-shirt # 1

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97. Plan t-shirt # 2 98. Produce t-shirt # 2 99. Run t-shirt # 2 100.Plan radio # 1 101.Produce radio # 1 102.Run radio # 1 103.Plan radio # 2 104.Produce radio # 2 105.Run radio # 2 106.Plan radio # 3 107.Produce radio # 3 108.Run radio # 3 109.Plan radio # 4 110.Produce radio # 4 111.Run radio # 4 112.Plan radio # 5 113.Produce radio # 5 114.Run radio # 5 115.Plan mobile app # 1 116.Produce mobile app # 1 117.Run mobile app # 1

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Month 1
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Month 1
# 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 1 x 2 x 3 x x x 4 x x 1 x x x x -

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Month 1
# 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 1 x 2 x x 3 x x 4 x x 1 x x -

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Month 1
# 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 1 x x x x 2 x x x x 3 x x x x x x 4 x x x x x x 1 x x x x x x -

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# 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114

1 x x -

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BUDGET The budget presents estimated costs and figures for the campaign Two points of analysis Budget figures Cost benefit analysis Budget Figures

Categories 01. Administrative and staff salaries (1) Thomas Syndram (Public Relations Specialist ) (2) Bruce Kennedy (Account Executive) (3) Kristen Syndram (Programs Director)

Unit Costs

Total Cost

$3,500. /mo 1,800. /mo 1,500. /mo Subtotal:

$14,000 7,200 6,000 27,200

02. Temporary or part time staff (1) Michelle Ketcham (Day of Event Supervisor) $25. /hr Subtotal: $5,000 5,000

03. Fringe benefits (1) Thomas Syndram (10%) (2) Bruce Kennedy (5%) (3) Kristen Syndram (5%) (4) Michelle Ketcham (2%) $350. /mo 90. /mo 75. /mo .5 /hr Subtotal: $1,400 360 300 100 2,160

04. Contracted personal services

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Categories (1) Ty Silzer (Graphic Design) (2) Sean Hagwell (Photography) (3) Matt Blick (Videography) (4) Joseph Roberts (Graphic Design)

Unit Costs $3,000 5,000 3,000 1,500 Subtotal:

Total Cost $3,000 5,000 3,000 1,500 12,500

05. Production (1) Typesetting (2) Printing (Direct Main, Fact Sheet, Posters) (3) Duplication of sound tapes (radio (4) Duplication of videotapes $0.00 0.00 0.50 0.50 Subtotal: 200 300 500 $0.00

06. Media Budget (1) Television (30 second commercial) (2) Radio (3) Magazine (4) Blog (5) Social Media (6) Mobile App (7) Billboard (8) Press Kit (9) Website $1,500 200 2,000 0.00 0.00 1,000 1,000 0.00 50 Subtotal: $30,000 $5,000 4,000 0.00 0.00 1,000 10,000 0.00 200 50,200

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Categories

Unit Costs

Total Cost

07. Traffic / distribution costs (1) TV spot (2) Radio spot (3) Direct mail $200 100 5,000 Subtotal: $200 100 5,000 5,300

08. Travel costs (1) Hotel and air fare (for celebrities to attend event) (2) Per diem $1,200 100 Subtotal: $12,000 1,000 13,000

09. Communications costs (1) Local phone service (2) Air courier service (3) Postage $200 /mo 400 300 Subtotal: $800 400 300 1,500

10. Supplies and materials (1) Clerical $1,000 Subtotal: $1,000 1,000

11. Capital equipment (1) Audiovisual equipment $10,000 $10,000

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Categories (2) Video production software (3) Adobe creative suite

Unit Costs 500 250 Subtotal:

Total Cost 500 250 10,750

13. Event (1) Catering (2) Venue rental (3) Audiovisual rental (4) General event expenses $5,000 2,500 5,000 20,000 Subtotal: $5,000 2,500 5,000 20,000 30,000

14. Contingency (1) 15 percent $23,072 23,072

15. Grand Total: Cost Benefit Analysis The grand total for this campaign is $176,882 The budget category that is most expensive is the media budget at $50,200

$176,882

Media covers the majority of efforts of the campaign including television and radio spots, billboards, magazine advertisements, app development and web presence The $176,882 required to execute the campaign will satisfy the campaign goals Potential Donors

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Image goal: Establish City Dance as the leading arts provider for Peorias inner-city youth Demographic Goal: Persuade members of white collar and professional populations to attend gala fundraiser Grunig Goal: Move members of the non-public position to latent status Grunig Goal: Maintain high level of active public positions Additional Goal: Encourage participations in classes offered to non-students Additional Goal: Encourage sponsorship of programs or events Potential Patrons Image goal: Establish City Dance as the leading arts provider for Peorias inner-city youth Demographic Goal: Establish a relevant presence among the under 18 year old population Grunig Goal: Maintain active public position Grunig Goal: Move non-public positions to latent status Additional Goal: Demonstrate the value of fundraising for individual tuition Additional Goal: Show Potential Patrons the benefit of City Dance programs in the community

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EVALUATIVE RESEARCH Evaluative research


Conducted after the full campaign is run Determines if campaign is successful in meeting objectives Evaluative research can identify weak points in campaigns Can be used to create more effective future campaigns

Types of research

Formative research is conducted before a campaign is run Interim research is conducted as a campaign is run All three research types are needed in creating and running effective campaigns

Quantitative study

Quantitative data consist of numeric data than can be statistically analyzed and generalized to represent trends in larger populations

Evaluative research will use the same survey previously used with additional questions added to ensure a comprehensive campaign snapshot

Qualitative study

Qualitative data are detailed information that is interpreted using words rather than numbers

Primary methods of conducting qualitative research are textual analysis, focus groups, interviews and participant observation Textual analysis is the interpretation of messages based on content Participant observation is watching audience behavior without manipulating variables

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Interviews are asking specific, usually open-ended, questions and recording and interpreting response Focus groups ask questions similar to interviews. An emphasis on the dynamics and effects of group behavior is a major focus of study Campaign success will be gauged by qualitative questions designed to reveal strengths and weaknesses Two points of analysis

Quantitative Research Qualitative Research Quantitative Research

Targeted audiences

Targeted audiences of Potential Patrons and Potential Donors will continue to be used

Survey instrument

The survey for evaluative research will be identical to the formative survey with a few additional questions added to the end

A comparison of research before and after the campaign can gauge audience change

Additional questions

Additional questions will be asked that measure the success of each communication selection used
1. How often did you see a YouTube video for City Dance? a. Never

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b. Once a week c. Once a month d. Every day 2. How often did you see a City Dance Billboard? a. Never b. Once a week c. Once a month d. Every day 3. How often did you hear a radio spot for City Dance? a. Never b. Once a week c. Once a month d. Every day 4. How often did you see a poster for City Dance? a. Never b. Once a week c. Once a month d. Every day 5. How often did you visit the City Dance website? a. Never b. Once a month c. One out of four months

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d. Two out of four months 6. How many times did you receive mail about the Patagonia Surf for Change

campaign?
a. Never b. Once a month c. One out of four months d. Two out of four months 7. How many times did you view a media broadcast that featured City Dance? a. Never b. Once a month c. Once a week d. Every day 8. Did you download the City Dance mobile app? a. Yes b. No 9. Did you like City Dance on Facebook or follow on Twitter? a. Yes b. No 10. How often did you read the City Dance blog? a. Never b. Twice a month c. Once a month

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11. Did you attend the City Dance fundraiser gala? a. Yes b. No

Qualitative Research Qualitative research


Evaluative research will utilize focus groups Formative research questions will be asked again with additional questions added to measure campaign effectiveness

Formative research questions can be found in the research section of this campaign

Additional questions
1. Has your opinion of City Dance changed in any way? How? 2. Did you contribute to the fundraising campaign 3. Did campaign messages teach you anything about the lack of arts in Peoria? 4. Were you previously familiar with the dance celebrities brought in for the gala? 5. Would you be willing to donate time in the future to assist City Dance operations? 6. Do you believe the City of Peoria or District 150 should continue to partner with City

Dance?
7. How do you think the establishment of City Dance has affected Peoria? 8. What messages did you think were particularly effective? 9. What were the least effective messages in the City Dance campaign? 10. What would you improve for future City Dance campaigns?

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References CNN, (2011). D/D Dance, (2011). Grunig, J.E., & Hunt, T. (1984). Managing public relations. Austin, TX: Holt, Rinehart and Winston. Jump Start Fun, (2011). Maslow, A.H. (1943). A theory of human motivation. Psychological Review 50: 370-396. Moffitt, M.A. (1999). Campaign strategies and message design. Westport, CT: Praeger. Peoria Ballet, (2011). Relph, T. & Relph, A. (2011). City Dance Business Plan. Sinclair Dance Studio, (2011).

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