SUSANNE LORRAINE HARFORD

ECU PRN2124 off-campus, S2, 2015

Journal Entry 9

Week 6 Assignment Task
Complete the following task in your online journal.

EVENT PR AND NEW TECHNOLOGY Consider your potential online and new media tools that could be used for your event communication plan.What stakeholder groups are you targeting with each tool?What level and type of interactivity can you implement? How did they add to the value to the stakeholder groups? What links and/or partnerships/sponsorships can be included? How could you differentiate for various target markets?

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SUSANNE LORRAINE HARFORD

Journal Entry no. 9.

Week 6 Assignment Task

“PR arguably the most critical component of event communications… understanding via knowledge”

(ECU PRN2124 off- campus, S2, 2015 BB Week 5 lecture and activities notes).

………………………………………..

More data will be generated in the next five years than in the entire history of human endeavour.

At the same time, the challenges facedby society in the 21st Century are growing ever more complex, and demand research that is bigger in scale, and more collaborative and multi-disciplinary than ever before.

By Lawrence Mupofo, (April-May, 2009, From: http://lawrenceampofo.co.uk/new-book-chapter-published/ Mupofo, , Above is From:

“Innovations in Research Methods”, edited by Rob Proctor and Peter Halfpenny.

BUILD ON YOUR KNOWLEDGE

• What  – what stakeholder groups are you targeting with each tool
• What – what level and type of interactivity can you implement?
• How – how did they add to the value to the stakeholder
• What – what links and/or partnerships/sponsorships can be included?
• How  – how could you differentiate for various target markets?

*new media – SOME 2014 EXAMPLES: 

• What stakeholder groups are you targeting with each tool?

1. Last Year/This year Event –  

• 2014: A difficult year economically for the State and for Perth –
• However, in 2014:
• The first Perth, WA Seniors Expo was a success
• American Seniors Expo provided template free
• event brought more 70,000+ visitors into the city
• ran over 3 days
• visitors from many different ethnic backgrounds
• like experiential and feel-good activities
• Murray Street Mall excellent venue, is again available

………………………………………………………………………………………………

During and post-Seniors Expo 2014.

• Stakeholders – Traders – Online tools
• Well-established twice-weekly email exchange  – with all important stakeholders. To keep them, and us, fully informed – worked well
• 100 traders registered online via email initial expressions of interest (for free places). 50 traders were chosen.
• ………………………………………………………………………………………………
• SOME 2015 EXAMPLES
• Pre- period and during-Seniors Expo 2015. Stakeholders – Traders
• 48 traders request online via email to return in 2015
• 700 further expressions of 2015 interest online via email
• 500 of these accepted for 2015 confirmed via email
• LINKS/PARTNERSHIPS/SPONSORSHIPS
• FEE: Each received individual email advice of $75 dollar fee
• in 2015
• this contribution is towards
• all necessary insurance (acknowleged in releases)
• all ambulance services (acknowleged in releases)
• ensures their free, hard copy mentions & links
• on *PCC website – free advertising
• in online press releases
• diaily by the Seniors Expos on-site blogger
• YouTube releases
• online daily West Australian photo-journalism and on-site blog
• Well-established twice-weekly email exchange  – with all important stakeholders to keep them, and us, fully informed and working
• * PCC     – Perth City Council
• …………………………………………………………………………………………………………….

4. During, post-2014/pre –  and NOW, pre- and during Seniors Expo 2015:

• Stakeholders – Partners
• As the 2014 Seniors Expo event was such a substantial success for the city, the 4 major in-kind Seniors Expo partners have agreed to participate again, and contribute further, in 2015.
• Well-established twice-weekly email exchange in place – with all these important stakeholders – worked well.
• 2015
• LINKS/PARTNERSHIPS/SPONSORSHIPS
• All these generous stakeholders provide in-kind contributions.
• They are acknowleged each day – in the Seniors Expo on-site blog, in hard-copy and online news.

1. Office of the Premier

• WILL Fully fund
• Design, distribute online on Premier’s website, and hard copy, for 6-months prior to and during event:
• awareness-raising online advertising support
• global
• national
• statewide
• local

2. Murray Street Mall

• Ø Management
• Shared cost
• Arrange and manage
• All necessary insurances
• o Online emergency cover service
• Permits
• o Online notices
• All-hours on-site, staffed ambulance service
• o Online call service
• Rubbish management and removal
• o Online call service
• WILL Fully fund
• Specific designated contact individuals
• use of area
• power, water, security
• office
• Collect in electronic format visitor numbers
• Provide online data and feedback information

3. Perth of City

• Mayor’s Office
• Mayor agreed to be Seniors Expo Patron
• Mayor to open the Seniors Expo and Parade
• Shared cost
• in-city parking at flat rate – $2 per half-day – for  online record on-the-day temporary tattoo – bar code  *new media
• ½ -fund, design and arrange distribution points
• for  colourful information booklets with maps – online/hard copy
• WILL Fully fund
• design, arrange and fund banners and posters throughout the city, beginning 6 months in advance
• on all major roads, including from the airport.
• on major bus and train stations
• all avenues into the city
• daily peak-hour radio mentions
• provide online data and feedback information
• post-event remove posters and other information as needed
• City of Perth (PCC) website
• WILL Fully fund
• a designated area on their website
• design and manage this website area
• collect & deliver data online
• Department of Transport
• Head Offiice
• Part-fund
• ½- fund colourful information booklets with maps in hard copy and online on website/s.
• Fully-fund for Seniors Expo
• colourful, informational posters hard copy, on website
• designate specific contact individuals phone /msg-text
• provide crowd control if necessary
• Online emergency line/text msg
• arrange traffic diverts, personnel if necessary
• broadcast divert information online website
• free bike-on-train/bus to & from Seniors Expo for online record on-dail tattoo-bar code*new media
• distribute/&post-event remove booklets, posters hard copy and online at all:
• Major city Train stations
• Major city Bus and ferry stations
• Distribute the posters at
• City parking stations
• distribute the posters on all
• city Trains
• city Buses and ferries
• …………………………………………………………………………………………………
• EXAMPLES:
• What– what level and type of interactivity can you implement?
• KNOWLEDGE
• On-site – give to the major target audience – the seniors.
• (WIFM – POSITIVE PR FACTOR)– to a highly independent and capable group.
• -Teach the seniors fashionistas and others how to: DO  ONLINE
• SHOW SENIORS HOW TO be creative ONLINE:
• use Instagram creatively, as here in:
• http://www.countryroad.com.au/instagram
• (Images CR1 & CR2)
• At Seniors Expo entry gates, ask each visitor for $2.
• Say the money is for *new media

1. Seniors Expo postcards – with their Instagram photo on them –
2. a chance to win a holiday in the Canary Islands for 3 people for 8 days.
3. A free Gelati of their choice of flavour

• All given out at the “Authentic Italian Gelati” Lounge-parlour –
• Stamp each with temporary wrist-tattoos with bar code.
• Give each person a map of the expo
• Point out where the “Authentic Italian Gelati” Lounge-parlour is.
• …………………………………………………………………………………………………………………………………………..
• combine Instagram pics and video – with their Facebook, such as at:
• Grafitti Blue: 5 videos in 5 days – https://www.facebook.com/events/463085240540237/
• (Image graffitti bleu)
• Show the seniors how to link an image or video to an ‘event’
• Show how they can link their Instagram image and their Facebook to Seniors Expo event
• …………………………………………………………………………………………………………………
• – The target is any senior, anywhere – because Australia is socially multi-cultural.
• So there are diverse nationalities and many at-home language/s.
• Show senior
• dog (or cat, horse-lover seniors) world-wide, how to socialise online, via
• how to barkbox-join up online, as with: *new media
• http://edge.uncubed.com/course/barkbox-social/?utm_source=wakefield%20daily&utm_medium=email&utm_campaign=fashion%20%20social
• (Image Bark Box)
• …………………………………………………………………………………………………………………………………………………………..
• Show senior who want to find new activities and meet new like-minded other seniors
• how to meetup-join up online *new media –
• meet others – anywhere inthe world & do specific things in any language
• http://www.meetup.com/find/?a=mw1_fnd&gj=ej32e
• (Image MeetUp)
• ………………………………………………………………………………………………………………..
• an important group in Australian society
• – still may write that killer novel
• how to use dropbox – on their devices *new media
• – for all types of files
• https://www.dropbox.com/mobile
• …………………………………………………………………………………………………………………..
• Look at the graph in the attached image “Picture Clipping” (ABS, 2014).
• This graph shows us just one of the important ways in which Australia’s common demographic now changing.
• If visiting Chinese, and other different ethnicity-seniors know how to use Google Translate
• see (https://itunes.apple.com/en/app/google-translate/id414706506?mt=8)
• on their mobile phones and other devicecs, then they will  to get the most out of visiting Seniors Expo.
• So, show seniors how to use Google Translate.
• *new media IDEA & LINKS/PARTNERSHIPS/SPONSORSHIPS
• High-potential attendees, yet –
• Diverse factors lessen the seniors group’s importance today
• offer seniors ‘involvement’
• Show seniors how to learn online skills –
• in areas of interest to them
• seniors will do heaps of research on areas of interest
• the ‘Over 60’s are ONLY age-similar:
• – diverse.
• – contains every imaginable sub-groups –
• – Except those under 60 years of age.
• Some of those identified sub-groups are:
• all gender-designations
• high proportion of fe-male and male
• married, partnered and single
• advanced age
• diverse special needs
• all religions, including atheist, agnostic, lapsed
• drivers and non-drivers
• bike riders, walkers
• extrovert, introvert
• dog lovers, cat lovers, horse lovers
• car enthusiasts, old and new
• smokers, non-smokers
• drinkers, non-drinkers
• criminal conviction and no criminal conviction
• upper, middle and working class
• retirees, pensioners
• all income levels, no income
• musicians, artists, poets, writers, potters, photographers
• all types of occupation including military and ex-military
• still-at-work, consultants, those without work
• homeless
• chefs, farmers, seamen-wo.men
• grandparents, great-grandparents, great-great-grandparents
• country and city dwellers, local, state, national and global
• Baby Boomers
• Hippies
• Greenies
• Eco-Warriors
• Battlers
• Singles
• Leaners (Hockey, n.d.)
• Volunteers
• Carers
• with families, without families
• students, at all levels of education and continuing education
• #INNOVATE – *NEW MEDIA: To closely consider the groups’ diversity when creating communications with this age-homogeneous-only target group.
• …………………………………………………………………………………………………………………..
• REFERENCE:
• Ampofo, L. (April-May, 2009). Proving PR success in digital media. Communication World. In my opinion. p. 48.
• Barns, M. (07-03-2014). 6 graphs and tables taken from: Global Trends: Uncommon Sense that will affect us all. On-line
• Nielson.http://www.nielsen.com/id/en/insights/news/2014/uncommon-sense-global-trends-that-will-affect-us-all.html
• ECU PRN2124 off-campus, S2, 2015, BB Week 5/6 lecture and activities notes.
• APPENDIX
• NOTES – PR TOOLS:
• KNOWN BACKGROUND/CONTEXT
• The current and wider communications environment
• Today, in the modern world, online communications operate as the major mass, global communications systems – at the moment
• The online communications system is ever-expanding and changing
• To effectively incorporate the online medium is not easy.
• To set up systems that continue to work in the way envisaged requires considerable time, thought, effort – and management
• # INNOVATE – NEW MEDIA: In this IMC for Perth, WA Seniors Expo 2015 effective online communication is not a ‘potential’ optional.
• It’s mandatory.
• KNOWLEDGE

5. Perth, WA Seniors Expo 2015 communications environment.

• Australia is going through a substantial, sustained and severe economic downturn (fact).
• The Seniors Expo is a fictitious annual 1-week event.
• At the moment in Perth, WA, in 2015 no direct competitor events exist.
• The value of this ‘special event’ – as an effective communications device may be useful, but limited.
• Re short-span communications environments – consider the Guinness Festival (Case Study, ECU PRN2124 off-campus, lectures and notes).
• The budget set by the parent organization is extremely modest.
• It will not cover costs to set up, nor oversee and manage complicated, ongoing, online communications systems.
• The parent organization of Perth, WA Seniors Expo will not engage full-time and/or year-to-year personnel for this event.
• Communication management bridges must be constructed between parent organization and this ‘special event’, and within the event, and between the event and all its publics.
• #INNOVATE – NEW MEDIA: It is necessary to acquire initial funding.
• To create, operate and preserve this particular Perth WA Seniors Expo 2015 communications system.
• Cost – again
• The online environment is costly and so a serious consideration   on this very small budget.
• In addition, the number of possible applications now available on the Internet/Web is, like the amount of data available, simply beyond the understanding of the homo sapiens masses. So:
• #: INNOVATE – NEW MEDIA: The value in gathered online and other data will endure.
• Create a small but efficient communications system with a strong focus on the value of information.
• This document is only a first step to identify and establish online tools
• to properly identify, gather, store, access and analyse information online.
• pictures 1 & 2: Instagram
• Country Road, from:
• http://www.countryroad.com.au/instagram
• picture 3: Instagram & Facebook combined
• from “5 Days” by Graffitti Bleu:
• https://www.com/events/463085240540237/
• picture 4: Barkbox new media
• from: http://edge.uncubed.com/course/barkbox-social/?utm_source=wakefield%20daily&utm_medium=email&utm_campaign=fashion%20%20social
• picture 5: Meetup new media
• from: http://www.meetup.com/find/
• 2.5 million people live in Western Australia with approximately 1.6 million of those living in the Perth metropolitan area
• and the [rest] spread throughout the regional areas of the State.  27% of the population is overseas born, so migrants and
• visitors will feel welcome in our multicultural State.
• http://www.migration.wa.gov.au/LIVING/AUSTRALIA_WESTERNAUSTRALIA/Pages/AustraliaAndWesternAustralia.aspx
• ESTIMATES OF PERSONAL INCOME – to year ended 30 June 2011
• ESTIMATES OF PERSONAL INCOME – to year ended 30 June 2011
• in Greater Perth area
• ESTIMATES OF PERSONAL INCOME – Average Wage and salary income (expressed in $dollars) = 58 180.7
• —
• ESTIMATES OF PERSONAL INCOME – Total Wage and salary income (expressed in TOTAL  $millions) = $50 403.5
• —
• ESTIMATES OF PERSONAL INCOME – Wage and salary earners (total INDIVIDUAL salary earners in number) = 866 313
• —
• ESTIMATES OF PERSONAL INCOME – Average Own unincorporated business income (expressed in $dollars) = 30 581.4
• —
• ESTIMATES OF PERSONAL INCOME – Total Ow