Week8Assignment

October 26, 2015 susanneahcodebook, data collection, ethics, Idre, Idre at UCLA, Masterman & Wood, Max Planck, SPSSLeave a comment

SUSANNE LORRAINE HARFORD

Week 8 Assignment Task

Journal Entry number 13.

Week 8 Activity

Complete the following task in your online journal.

1. Based on your selected client, what types of stakeholder information/data sets would be required to (list data sets and the ‘fields’ required for each):

a) Run your event

b) Assist to achieve business goals

2. How would you obtain the information for each of these data sets given you are running a non-ticketed event?

3. How will you recommend this data be used following your event to assist in achieving immediate and long term goals?

…………………………………………………………………………………………………………..

For a Seniors Expo special event the types of stakeholder

information/data sets and fields required:

The types of stakeholder information/data sets and fields required are of key importance.

In order to decide the type of information I would examine and consider the objectives I have created for the Seniors Expo closely. I would also consider the creation/acquiring of key data like this from the PR perspective.

As I intend to stay away from any economic imperatives or objectives in this particular special event exercise, the data-collection/ analysis will also have an unusual focus for its objectives –

So, in this exercise my objectives are for every single stakeholder, of any type:

to have a good time and enjoy themselves

so every single stakeholder wants to return for the next Seniors Expo

to bring all their friends, family and associates.

Thus essential data for the Seniors Expo includes:

Type of Stakeholders, including:
client
potential sponsors and partners
target market audience/s
contractors, consultants, staff, essential services, government,
media

The essential information about the Seniors Expo stakeholders falls within the areas of the “demography, psychography and behavior”

(Masterman & Wood, 2006, p. 160).

The Max Planck Institute (2015) operates “Online Social Networks Research” and freely provides many great tools. Using tools like these would be a great advantage. (see screenshotmaxplanck2015).

To assist to achieve business goals

About the Market
size
types of prior attendees
who those prior attendees are
advertising forms that successfully reached those prior attendees
“any product preferences and buying patterns” about those prior attendees

(Masterman & Wood, 2006, p. 160)

prior media relationships and responses, contacts
About the Environment
Relevant weather patterns
Relevant Transport and parking resources available
any positive or negative feedback from those prior attendees
any information about the prior event
- good news
- any problems, especially emergencies, disasters

So, the creation of these, and any other databases, that can contribute to the event’s “effectiveness”, and its “efficiency” of operation (Masterman & Wood, 2006, p. 160).

……………………………………………………………………………………………

How would you obtain the information for each of these data sets given you are running a non-ticketed event?

In order to obtain the information for each of these data sets I would locate the types of information Masterman and Wood, (2006, pp. 160, 161) describe, below:

Various research methods can be applied in order to

collect data and much can be sourced in the public domain. Financial accounts, trading and industry figures, market trends

and forecasts, government reports, trade news media and marketing news media are all useful sources of information.

With that free-to-public information, I would create a number of different databases.

This would be using tools such as that IDRE at UCLA (2015) who below explain one of their data collection and use services, the codebook (also see attached: idrechart.png):

“The codebook command was introduced in SPSS version 17. It provides information about the variables in a dataset, such as the type, variable labels, value labels, as well as the number of cases in each level of categorical variables and means and standard deviations of continuous variables.This information can be as important as the data themselves, because it helps to give meaning to the data. Also, this information can help you distinguish between two similar datasets.”

(Idre at UCLA, 2015).

In addition, as time goes by, I would also load into these new databases I am creating all the information I gain access to over the course of the current Seniors Expo, as outlined in my plan over the last few week’s exercises and tasks, I plan to:

use optional wash-off tattoos on attendees at parking, trains and entry points

electronically record those bar codes to provide attendance numbers – use a programme like SPSS –(Appendix 1)

offer these identified Seniors Expo attendees a chance in a competition linked to Instagram/Facebook/Seniors Expo website/train/bus/parking information

Using the data from the point immediately above, extract information from what Netbase (2015) call “social listening”.

All these linkages are avenues to gain more detailed information.

So they must be given a great deal of thought about the ethics of these data-gathering and ethics must play a large part in how any data-gathering is set up.

………………………………………………………………………………………………………………..

How will you recommend this data be used following your event to assist in achieving immediate and long term goals?

The main recommendations I make about using this data are:

The original data and any initial analysis be compared to actual-event, on-the-

ground findings, post-event, especially in regard to the set goals

That all data be carefully recorded and preserved, including :

Any analytical work linking the special event objectives to the data

All data, in its original form

Any comparative post-event analysis of the data and the initial analysis in the frame of achieving immediate and long-term goals

Results from the comparative exercise be:

Acted upon, implemented,

Results be analysed carefully, recorded and preserved.

Data be maintained within easy access

At regular periods, the current statistics be actively compared to the historic data

Ensure the research, analysis and reflection, etcetera cycle continues

Executive decisions and actions flow from there

Reference

ECU PRN2124 off-campus, S2, 2015. BB Week 8 lectures and activities notes.

Idre at UCLA. (2015). http://statistics.ats.ucla.edu/stat/spss/faq/codebook.htm

Masterman, G. and Wood, E. H. (2006). Innovative Marketing Communication,

Strategies for the Events Industry. Oxford: Elsevier Butterworth Heinemann.

Max Planck Institute. (2015). Website. Online Social Networks Research:

http://socialnetworks.mpi-sws.org/data-imc2007.html

Netbase. (2015). Website. http://www.netbase.com/innovation-2/brand-reputation-social-listening-can-make-break/

SPSS. (2015) Website. Data Collection Tools. http://www.spss-

tutorials.com/spss-what-is-it/

APPENDIX

SPSS: Data Collection Tools – Overview Main Features

Now that we have a basic idea of how SPSS works, let’s take a look at what it can do. Following a typical project workflow, SPSS is suitable for

Opening data files, either in SPSS’ own file format or many others;
editing data such as computing sums and means over columns or rows of data;
creating tables and charts containing frequency counts or summary statistics over (groups of) cases;
running inferential statistics such as ANOVA, regression and factor analysis;
saving data and outputin a wide variety of file formats.

SPSS – What Is It?

Week 6 no 1

October 4, 2015October 11, 2015 susanneahevents, imc, interactivity, online tools, partnerships, pr1 Comment

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?

……………………………………………………………………………..

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?

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
…………………………………………………………………………………………………………….

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.

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

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

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

Seniors Expo postcards – with their Instagram photo on them –
a chance to win a holiday in the Canary Islands for 3 people for 8 days.
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

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

Week8Assignmenttaskstakeholderinfoandsets

October 1, 2015October 1, 2015 susanneahevents, objectives, pr, stakeholdersLeave a comment

SUSANNE LORRAINE HARFORD

Week 8 Assignment Task

Journal Entry number 13

-Week 8 Activity

Complete the following task in your online journal.

1. Based on your selected client, what types of stakeholder information/data sets would be required to (list data sets and the ‘fields’ required for each):

a) Run your event

b) Assist to achieve business goals

2. How would you obtain the information for each of these data sets given you are running a non-ticketed event?

3. How will you recommend this data be used following your event to assist in achieving immediate and long term goals?

…………………………………………………………………………………………………………..

For the Seniors Expo special event

the types of stakeholder

information/data sets and fields required to

The types of stakeholder information/data sets and fields required are of key importance.

As I intend to stay away from any economic imperatives or objectives in this particular special event exercise, the data-collection/ analysis will also have an unusual focus for its objectives –

So, in this exercise my objectives are for every single stakeholder, of any type:

to have a good time and enjoy themselves

so every single stakeholder wants to return for the next Seniors Expo

to bring all their friends, family and associates.

Thus, to run the Seniors Expo event the data includes:

Type of Stakeholders, including:
client
potential sponsors and partners
target market audience/s
contractors, consultants, staff, essential services, government,
media

The essential information about the Seniors Expo stakeholders falls within the areas of the “demography, psychography and behavior”

(Masterman & Wood, 2006, p. 160).

The Max Planck Institute (2015) operates “Online Social Networks Research” and freely provides many great tools. Using tools like these would be a great advantage. (see screenshotmaxplanck2015).

To assist to achieve business goals

About the Market
size
types of prior attendees
who those prior attendees are
advertising forms that successfully reached those prior attendees
“any product preferences and buying patterns” about those prior attendees

(Masterman & Wood, 2006, p. 160)

prior media relationships and responses, contacts

About the Environment
Relevant weather patterns
Relevant Transport and parking resources available
any positive or negative feedback from those prior attendees
any information about the prior event
- good news
- any problems, especially emergencies, disasters

So, the creation of these, and any other databases, that can contribute to the event’s “effectiveness”, and its “efficiency” of operation (Masterman & Wood, 2006, p. 160).

……………………………………………………………………………………………

How would you obtain the information for each of these data sets given you are running a non-ticketed event?

In order to obtain the information for each of these data sets I would locate the types of information Masterman and Wood, (2006, pp. 160, 161) describe, below:

Various research methods can be applied in order to collect data and much can be sourced in the public domain. Financial accounts, trading and industry figures, market trends and forecasts, government reports, trade news media and marketing news media are all useful sources of information.

With that free-to-public information, I would create a number of different databases.

This would be using tools such as that IDRE at UCLA (2015) who below explain one of their data collection and use services, the codebook (also see attached: idrechart.png):

The codebook command was introduced in SPSS version 17.

It provides information about the variables in a dataset,

such as the type, variable labels, value labels, as well as

the number of cases in each level of categorical variables

and means and standard deviations of continuous variables.

This information can be as important as the data themselves,

because it helps to give meaning to the data. Also, this

information can help you distinguish between two similar datasets.

(Idre at UCLA, 2015).

use optional wash-off tattoos on attendees at parking, trains and entry points

electronically record those bar codes to provide attendance numbers – use a programme like SPSS –(Appendix 1)

offer these identified Seniors Expo attendees a chance in a competition linked to Instagram/Facebook/Seniors Expo website/train/bus/parking information

Using the data from the point immediately above, extract information from what Netbase (2015) call “social listening”.

All these linkages are avenues to gain more detailed information.

So they must be given a great deal of thought about the ethics of these data-gathering and ethics must play a large part in how any data-gathering is set up.

………………………………………………………………………………………………………………..

How will you recommend this data be used following your event to assist in achieving immediate and long term goals?

The main recommendations I make about using this data are:

The original data and any initial analysis be compared to actual-event, on-the-

ground findings, post-event, especially in regard to the set goals

That all data be carefully recorded and preserved, including :

Any analytical work linking the special event objectives to the data

All data, in its original form

Any comparative post-event analysis of the data and the initial analysis in the frame of achieving immediate and long-term goals

Results from the comparative exercise be:

Acted upon, implemented,

Results be analysed carefully, recorded and preserved.

Data be maintained within easy access

At regular periods, the current statistics be actively compared to the historic data

Ensure the research, analysis and reflection, etcetera cycle continues

Executive decisions and actions flow from there

Reference

ECU PRN2124 off-campus, S2, 2015. BB Week 8 lectures and activities notes.

Idre at UCLA. (2015). http://statistics.ats.ucla.edu/stat/spss/faq/codebook.htm

Masterman, G. and Wood, E. H. (2006). Innovative Marketing Communication,

Strategies for the Events Industry. Oxford: Elsevier Butterworth Heinemann.

Max Planck Institute. (2015). Website. Online Social Networks Research:

http://socialnetworks.mpi-sws.org/data-imc2007.html

Netbase. (2015). Website. http://www.netbase.com/innovation-2/brand-

reputation-social-listening-can-make-break/

SPSS. (2015) Website. Data Collection Tools. http://www.spss-

tutorials.com/spss-what-is-it

APPENDIX

SPSS: Data Collection Tools – Overview Main Features

Now that we have a basic idea of how SPSS works, let’s take a look at what it can do. Following a typical project workflow, SPSS is suitable for

Opening data files, either in SPSS’ own file format or many others;
editing datasuch as computing sums and means over columns or rows of data;
creating tables and chartscontaining frequency counts or summary statistics over (groups of) cases;
running inferential statisticssuch as ANOVA, regression and factor analysis;
saving data and outputin a wide variety of file formats.

SPSS – What Is It?

Week7BarnsActivity

September 29, 2015September 29, 2015 susanneahcorporate sponsorships, pr, small charityLeave a comment

Assignment 7 Task:

Complete the following task in your online Journal

Referring to the reading: “How Can My Small Charity Get Corporate Sponsorships?” complete the following:

1. List the sponsorship benefits your event can offer.
2. Nominate your top 5 that would provide maximum value to a “top tier” sponsor.
3. List 5 industries/products/services that may be interest (sic) in sponsoring your even (sic).
4. How could these 5 types of sponsors and their staff be actively involved in the event?
5. What outcomes does your event offer sponsors?

…………………………………………………………………………………………….

	Week 7 Assignment Task SUSANNE LORRAINE HARFORD Journal Entry Number 11 Referring to the reading: “How Can My Small Charity Get Corporate Sponsorships?” complete the following: 1. List sponsorship benefits your event offers. SPONSORSHIP BENEFITS OFFERED · POSITIVE EXPOSURE – ON ALL LEVELS – GLOBAL, NATION, STATE, LOCAL, INDIVIDUAL AND TO ALL TYPES OF PUBLICS · INTRODUCTION TO NEW PUBLICS, NEW MARKET FACETS · PUBLIC ASSOCIATION WITH POSITIVE, HIGH-PROFILE PERSONALITIES AND ENTITIIES · ENHANCES AND ENLARGES SPONSORS OWN CORPORATE ADVERTISING/MARKETING · MEETING LIKE-MINDED BUSINESSES · CHARITY HAS A UNIQUE APPROACH – SO SPONSOR IS PERCEIVED AS: UP-TO-DATE, CREATIVE, INNOVATIVE · FEEL-GOOD BENEFITS – MAKE SPONSOR ORG AND STAFF FEEL GOOD BY ASSOCIATION · WELL-BEING OF MANKIND BENEFITS DERIVED FROM THE CHARITY ASSOCIATION – CREATE GOOD IMPRESSION TO WORLD, COUNTRY, COMMUNITY, LOCAL, INDIVIDUALS · PUBLIC HARMONY CREATED BY THE CHARITY’S WORKS BENEFITS THEIR CORPORATE SPONSOR TO: · HIGHLIGHT AND ENHANCE THE SPONSOR’S OWN ACTUAL WORK/OPERATIONS/ ENVIRONMENT – · ASSISTS TO CHANGE THE WORK ENVIRONMENT TO A SAFER, MORE PREDICTABLE AND MORE EFFICIENTLY-WORKING FIELD OF OPERATIONS ENVIRONMENT – · THE CHARITABLE PROCESS CAN ALSO POSITIVELY ADJUST AND SOMETIMES MITIGATE THE CORPORATE SPONSOR’S EXPOSURE TO SOME OF THEIR OWN RISK FACTORS – · CAN PROVIDE STRONG DAMAGE CONTROL & REPAIR – OF IMAGE AND ASSOCIATED OPERATIONS – IN WORK AND MARKET ENVIRONMENTS 2. Nominate YOUR top 5 maximum value to “top tier” sponsor. TOP 5 MAXIMUM VALUE BENEFITS *TODAY* BUILDS PUBLIC HARMONY: which provides maximum value to my top tier corporate sponsor by: 1. HIGHLIGHTS AND ENHANCES POSITIVELY: of the sponsor’s own created environment of work/operations at global, national and statewide, local and individual levels 2. Assists to build and provide support towards (global, national, state, local and individual: SAFE , PREDICTABLE AND EFFICIENT-WORK (fields of operations) 3. The corporate charitable process can also positively adjust and sometimes mitigate: A. The sponsor’s own CORPORATE EXPOSURE B. FOR EXAMPLE, TO SOME OF THEIR OWN RISK FACTORS, and may C. If structured properly, provide various levels of STRONG, EFFECTIVE DAMAGE CONTROL & REPAIR D. To the sponsor’s corporate image and its associated operations (in global, national, state, local and individual) work and market environments 4. Introduction to new publics, new market facets – global, national, statewide, local and individual 5. Enhance and enlarge my sponsor’s own corporate global, national, state, local or individual ADVERTISING/MARKETING 3. List 5 industries/products/services that may be interest (sic) in sponsoring your even (sic). Note: Assume this is: “List 5 industries/products/services that may be interested in sponsoring your event”. MY CHARITY MAY INTEREST THE FOLLOWING INDUSTRIES/PRODUCTS/SERVICES *TODAY* 1. All types of government organisations of all current governments 2. Any industry, product, service, corporations or institution that currently seeks positive change in their corporate culture 3. Current organisations that structure and create junior start-ups 4. Organisations that structure, create and/or run crowd-funding entities 5. The Senates and unions of student-union bodies, and all other types of union-bodies 4. How COULD these 5 types of sponsors and their staff be actively involved in the event? SPONSORS *TODAY* COULD: BE TRANSPARENT WORK WITH GOOD INTENTIONS WORK ETHICALLY WORK OPTIMISTICALLY WORK FOR THE GOOD OF ALL NO NEGATIVISM OR BAD ACTIONS ASPIRE TO EXCELLENCE IN PARTNERING IN-KIND FUND – PARTNERSHIPS-JOINT VENTURES INVESTIGATE NEW JOINT-OPPORTUNITIES FUND FUND ON TIME FULLY LIAISE WITH CHARITY WORK IN HARMONY WITH HAVE GOOD INTENTIONS TO WORK ETHICALLY CROWD FUND PROMOTE WITH MY CHARITY STAFF *TODAY* COULD: WORK WITH GOOD INTENTIONS WORK ETHICALLY NO HIDDEN AGENDAS WORK OPTOMISTICALLY NO NEGATIVISM OR BAD ACTIONS WORK FOR THE GOOD OF ALL ASPIRE TO EXCELLENCE IN THEIR VOLUNTEERING IN-KIND DONATIONS-PARTNERSHIPS-JOINT VENTURES RECRUIT MEMBERS PROMOTE JOIN CROWD FUNDINGS BLOG SM DONATE 5. What outcomes does your event offer sponsors? POSITIVE OUTCOMES *TODAY –* ü IMPROVED CORPORATE CULTURE

EXPERIENTIAL PARTICIPATION IN CHARITY ACTIVITIES
- KNOWLEDGE-BUILDING ACTIVITIES
- WORKING ACTIVITIES
FEEL-GOOD ACTIVITIES
EXPOSE TO LIKE-MINDED CONNECTIONS
GROWTH – EXPANSION OF BUSINESS ALONG NEW LINES AND WITH NEW PUBLICS OF ALL TYPES
OPERATING IN HARMONIOUS COMMUNITIES
RE-CREATION OF REAL, VALID POSITIVE ENTITY
WITH RE-BUILD CAN ASSIST TO REPAIR DAMAGED REPUTATION

REFERENCE

Barns, M. (07-03-2014). 6 graphs and tables taken from: Global Trends: Uncommon

Sense that will affect us all. Online

newsletter. Nielson. http://www.nielsen.com/id/en/insights/news/2014/uncommon-sense-global-trends-that-will-affect-us-all.html

IEG. (2015). Webpage. Sponsorship. http://www.sponsorship.com/About-

IEG/Sponsorship-Blogs/Carrie-Urban-Kapraun/February-2010/The-Role-of-Sponsorship-in-Business-to-Business-Ma.aspx

INC: Corporate Sponsorship. (2015) Webpage. definition of Corporate Sponsorship.

http://www.inc.com/encyclopedia/corporate-sponsorship.html

WPP – Parent company of IEG. (2015). Website. http://wpp.com/wpp/

and

http://wpp.com/sustainabilityreports/2014/

APPENDIX:

Corporate sponsorship is a form of advertising

in which companies pay to be associated with

certain events. When the sponsorship of a

nonprofit or charitable event is involved, the

sponsorship activity is often referred to as event

marketing or cause marketing. Corporate

sponsorship has been growing rapidly in recent

years, faster, in fact, than the growth in overall

corporate advertising in the late 1990s. According

to Trevor Hartland, writing in the International

Journal of Sports Marketing & Sponsorship,

“global sponsorship reached an all-time high

of $26.2 billion in 2003 (INC, 2015).

Quotes (Barns)

6 charts (Barns/Neilsen) – Important bullet points

“How to find the next disruptive innovation while reacting to the disruptive innovations of others.

To use the language of the conference, how can one “ride the disruption wave”?
Obviously, this is an enormously important topic for us.
For instance, what we at Nielsen call media fragmentation is in fact an ongoing process of disruptive innovation.
And it presents us with both challenges and opportunities
—namely, the struggle to avoid being disrupted and the chance to be creatively disruptive.
The secret, of course, is to do both at once by being good at disrupting ourselves.
Throughout our existence as a company, we’ve done this well.
Nielsen is a 91-year-old company, but our history is really that of a sequence of different companies,
each evolving and emerging from the previous one.By renewing and remaking ourselves,

we’ve not just survived, we’ve thrived. And we are in the process of doing it again,

as we evolve into a more digital company” (Barns, 11.13. 2014).

Week4ActivityNEWSANGELSWORTHINESS. AUG-SEPT. 2015

September 14, 2015September 29, 2015 susanneahangles, news, newsworthy, prLeave a comment

Week 4 Activity

Journal entry number 6

SUSANNE LORRAINE HARFORD

Complete the following activity in your online journal.

NEWS ANGLES/NEWSWORTHINESS

You work for a PR firm who represent the Amateur Chess and Cheese Enthusiast Society. The society is planning on holding a 3 day long event celebrating their love of both chess and cheese.

Think of ways/news angles that could create media interest in this, otherwise dull, event.

…………………………………………………………………………………………………………….

Week 4 Activity

This task outline seems (to me) to approach this subject (and this task) in quite the wrong way. Especially in the way the event and task are described, as there is is nothing “dull” – about the concept behind combining a difficult, arduous activity, with a consumable many people today find extremely attractive. Even though I have never warmed to chess, and I don’t eat much cheese (although I like it) – I still find the idea of a 3 day long chess and cheese event quite fascinating – and totally newsworthy in itself! If I knew where and when, and if open to the public I would probably not be able to resist a visit!

Four suggestions about approaches to the media to write about this event are:

Find out details on important professional world-chess champions, current and previous (authentic persons – of authority). Contact some of them, ask about their diet and specifically about whether they eat/like cheese. If so, ask them to name their cheese preferences – with the specific brands/ names where possible. Then write a press release that uses details about those authentic persons, and their quotes and compare that to the Amateur society. Provide Society contact details and specifically mention full details of their current 3 day event and whether it is open to the public.

Request to visit the Society’s premises with a photographer, and request an interview with the head of the Amateur Chess and Cheese Enthusiast Society. Ask for details about the Society: its mission statement and how, when, where and why the society began, and for details of any particularly interesting historical highlights. Ask what the Society’s future plans are, and why a 3 day event. Ask how and where the Society obtains their cheese supplies, the types of cheese their members consumed in the last year, and how much they consumed. Ask if any cheese-makers sponsor the Society and if so, their details. Use these details to write a press release about this unique Society, highlighting the Society’s contact details, and the current 3 day event including if it is open to the public.

Request personal interviews with and photographs of the youngest and oldest Society members. Find out their personal details, age, background, gender, the year each became a member, why/how they found out about the Society, and how they came to be members. Ask each if they have ever played against each other and their match/es outcome. Ask each if they are playing in the current 3 day event, and if they each really love both chess and cheese. Ask if they would recommend others join the Society. Write a press release using this information highlighting the Society’s contact details and full information about the current event and mention if it is open to the public.

Find out from the Society the brands of cheese they use. Contact the cheese suppliers and tell them you are going to offer to the media one exclusive chance to distribute a 4-day pictorial blog that you will keep. The blog will begin the day prior to, and culminate on the final match of, the event. The blog will highlight all interesting matches and details of the cheeses consumed, when and how, during the event. Ask the cheese maker to consider buying media advertising in conjunction with and alongside the blog.

END

Week6journalEVENTPRNEWTECH. AUG-SEPT. 2015 IMC STUDY SLH

September 14, 2015September 29, 2015 susanneahEVENT, new media, prLeave a comment

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?

How did they add to the value to the stakeholder groups?
What links and/or partnerships/sponsorships can be included?

……………………………………………………………………………..

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 faced

by 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.

http://lawrenceampofo.co.uk/new-book-chapter-published/

“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?

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

…………………………………………………………………………………………………………….

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.

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

Murray Street Mall
- Management
  - Shared cost
    - Arrange and manage
    - All necessary insurances
      - Online emergency cover service
    - Permits
      - Online notices
    - All-hours on-site, staffed ambulance service
      - Online call service
    - Rubbish management and removal
      - 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

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

(see pictures 1 & 2)

At Seniors Expo entry gates, ask each visitor for $2.

Say the money is for *new media

Seniors Expo postcards – with their Instagram photo on them –
a chance to win a holiday in the Canary Islands for 3 people for 8 days.
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

SOME EXAMPLES

combine Instagram pics and video – with their Facebook, such as at:

Grafitti Blue: 5 videos in 5 days – https://www.facebook.com/events/463085240540237/

(see picture 3)

Show the seniors how to link an image or video to an ‘event’

Show how they can link their Instagram image 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-lovers) world-wide
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

(see picture 4)

Show senior

how to meetup-join up online *new media –

meet others – anywhere in the world & do specific things in any language http://www.meetup.com/find/?a=mw1_fnd&gj=ej32e

(see picture 5)

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

Reference

Ampofo, L. (April-May, 2009). Proving PR success in digital media. Communication World. In my opinion. p. 48.

*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 research 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
all types of occupation including military and ex-military
still-at-work, consultants, those without work
homeless
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.

…………………………………………………………………………………………………………………..

NOTES – PR TOOLS: KNOWN BACKGROUND/CONTEXT

KNOWLEDGE: 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

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. (Refer short-span communications environments – like Guinness’ …. Festival (Case Study …).

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 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, my view is, although mandatory, we keep the amount of

#: 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.

Forget the media: Let’s head straight into the party

pictures 1 & 2: Instagram

Country Road, from:

http://www.countryroad.com.au/instagram

picture 3: Instagram & Facebook combined

from: https://www.facebook.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/

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

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 Own unincorporated business income (expressed in TOTAL $millions) = 4 374.9

ESTIMATES OF PERSONAL INCOME – Own unincorporated business earners (total INDIVIDUAL salary earners in number) = 143 051

ESTIMATES OF PERSONAL INCOME – Average Investment Income (expressed in $dollars) = 9 682

ESTIMATES OF PERSONAL INCOME – Total Investment income (expressed in TOTAL $millions) = 6 644.7

ESTIMATES OF PERSONAL INCOME – Investment earners (investment earners in number) = 686 277

http://stat.abs.gov.au/itt/r.jsp?RegionSummary&region=5GPER&dataset=ABS_NRP9_ASGS&geoconcept=REGION&measure=MEASURE&datasetASGS=ABS_NRP9_ASGS&datasetLGA=ABS_NRP9_LGA&regionLGA=REGION&regionASGS=REGION

In 2012 “Australia ha[d] a population of nearly 23 million people.”

“Warm climate, informal people. Australia is so large that it experiences most climatic conditions, from tropical monsoons to hot, dry weather and snow. Generally, however, the climate is warm and temperate, particularly in the major coastal cities.

This relatively benign climate has resulted in a country where people spend a good deal of time outdoors at beaches, in the countryside or on sporting fields as either spectators or participants.

Australians tend to be gregarious and outgoing. Most are relatively informal socially and in their relationships with acquaintances and work colleagues.”

From: http://www.dfat.gov.au/facts/people_culture.html

“Perth has a population of one and three-quarter million people”

“Perth’s lucky residents enjoy a Mediterranean climate and a relaxed lifestyle in a very beautiful, clean, spacious feeling city… Like most Australian cities, the majority of people live in detached houses with gardens. This means the city sprawls over a large area. At the heart of the city lies the beautiful, wide, Swan River.”

“Slightly over one third of Perth’s residents were born overseas” From: http://www.livingin-australia.com/perth-profile/

Week6activity2SHORTSTORIES. AUG-SEPT. 2015 IMC STUDY SLH

September 14, 2015September 29, 2015 susanneahInternet, L. AMPOFO, MySpace, MySpace Music, WebLeave a comment

WEEK 5 WEEKLY ACTIVITY

SUSANNE LORRAINE HARFORD

JOURNAL ENTRY NUMBER 8

WEEK FIVE ACTIVITY

Complete the following activity in your online journal.

Referring to these short stories:

“Fan-to-fan tour promos just the ticket”
“Providing PR Success in digital media”

What are 3-5 key points you take away from these articles (3-5 overall, not for each) and what are their implications?

…………………………………………………………………………………………………………

As instructed I read the two articles:

“Fan-to-fan tour promos just the ticket” (Sinclair, 27 April, 2009).

“Providing PR Success in digital media” (Ampofo, April-May, 2009).

These articles provided me five interrelated key points. These points each and all circle back on each other. Each carries important implications for each other – and for the matter in general. The five key points are:

the vital importance of “*trust, reputation and influence”
information-gathering is established on the Internet/Web
it is possible to use said gathered information
much thought is needed on how, on the Internet/Web, to:

effectively gather and present information

and more, associated thought is required:

once certain information is gathered and presented in specific form, how then to develop uses of that information

* I must acknowledge that this actual quote/description is derived from the Ampofo, (April-May, 2009) article. However, importantfacets of this key idea, and demonstrations of this key idea are also in the Sinclair (2009) article.

VIP: My four points above discuss Internet/Web information-gathering and use. Regarding implications of my points, I have considered that matter through the lens of effective PR.

The implications are: for information-gathering on the Internet/Web and associated application to be useful and effective requires a great deal of thought. Followed by attempts to:

– information-gather

– provide information

– use information

So, to apply this information gathered and presented. To

use this information

continuous reflection on the information

– value

– form

– use effectiveness

of the performance of information gathered

relative to those attempts

and

adjustments from those attempts

and

continuous further attempts, reflection, and so on, continuously….

NOTES.

The Sinclair (27 April, 2009) article

mentions one way Myspace was used in 2009. A review of what Myspace can do, or be used for, today, showed MySpace Music IMC possibilities. For example:

– members can now construct their own unique radio station

– a recent use was a unique birthday Myspace song playlist (myspace.com, 2015).

This article indicated (to me) use of information generated by the Internet/Web was well-established by 2009 – (in this case, about specific types/groups of music fans). Plus the article positions that 2009 use as satisfactory to:

the parent organization (Myspace)
the musicians or their agents
particular musicans &/or music group/s

The Ampofo article (April-May, 2009), is very well-written, but also 6+ years old, and deals with the “what” and the “why” in the fast-moving online world. So I checked out the (unknown to me) writer and his website (lawrenceampofo.co.uk, 2015). There I found a 2013 article about a useful 2013 book that deals with more recent extensions of Ampofo’s and other academics’ deas about Internet/Web information-gathering and subsequent use.

Reference

Ampofo, L. (April-May, 2009). Proving PR success in digital media.

Communication World. In my opinion. p. 48.

Lawrence Ampofo. (2015). Website. lawrenceampofo.co.uk

and

http://lawrenceampofo.co.uk/new-book-chapter-published/

Myspace. (2015). Website. MySpace Music. Myspace. com

Sinclair, L. (27 April, 2009) Fan-to-fan tour promos just the ticket. The

Australian. www.theaustralian.news.com.au/story/0,25197,25389041-7582,00.html

Week4AssignmentMEDIALIAISON. AUG-SEPT. 2015 IMC STUDY SLH

September 14, 2015September 29, 2015 susanneahobjectives, smart goals, smart objectives, swotLeave a comment

WEEK 4 ASSIGNMENT TASK

JOURNAL ENTRY 7

SUSANNE LORRAINE HARFORD

PRN2124 OFF-CAMPUS, S2, 2015.

TASK

COMPLETE THE FOLLOWING IN YOUR ONLINE JOURNAL.

MEDIA LIAISON Consider the media liaison that will be required for your chosen event.

Media coverage of the event is required prior to the event

to ensure a solid turn out by your identified key stakeholder groups.

You also want to consider how post event media coverage can assist in achieving

your client’s business/event goals and objectives.

Start brainstorming a list of potential media liaison strategies and tactics

you can integrate into your event’s communication plan,

including:

SMART communications objectives (pre and post event media specific)

The media angle/story/newsworthy points

Creative ideas for media kit and invitations for media to attend event

How you would manage media at the event.

PR TOOLS AND TECHNIQUES

Attached files:

PR TOOLS (Updated 2013). Pdf. (135.028 KB)

…………………………………………………………………………………………………………………..

THE SIZE OF THE GENERATIONS(a)


Cohort	Age in 2014	Population (‘000)	% of total population (%)

Baby Boomer (born 1946-1966)	48-67 years	5,574	23.7

ABS, 2015, TALKIN’ ‘BOUT OUR GENERATIONS: Where are Australia’s Baby Boomers, Generation X & Y and iGeneration?

…………………………………………………………………………………………………………………

WEEK 4 ASSIGNMENT TASK

SUSANNE LORRAINE HARFORD

PRN2124 OFF-CAMPUS, S2, 2015.

JOURNAL ENTRY 7 –

COMPLETE THE FOLLOWING IN YOUR ONLINE JOURNAL.

MEDIA LIAISON

SMART goals and objectives S – Specific

BUDGET

An $20,000 overall event budget means there is no money for media

So specifically manage media without paying (make media access difficult/desired)

= exclusive

Masterman & Woods, (2006, p. 55) say:

the communication objectives for event organizations

need to be set within the context of the situation analysis

and the higher level objectives of the organization.

This ‘parent organization’ does not exist. So the media liaison plan communication “higher level objectives” are to:

make Perth, WA Seniors Expo 2015 more successful than 2014

– cause ALL stakeholders to want to return next year

– provide engaging experiences to ALL stakeholders

PLUS Masterman and Woods (2006, p. 55) provided key general media goal areas, to:

build “corporate brand”
identify “the most appropriate method, media and message to communicate with each … distinct target audience”.

……………………………………………………………………………………………………………..

Media coverage of the event is required prior to the event to ensure a solid turn out

by your identified key stakeholder groups

……………………………………………………………………………………………

SMART goals and objectives M – Measurable:

Keep parent organization media costs as low as possible

Media Budet Prior to Event media – and PR:

Early media coverage should not be necessary to convince the key internal stakeholders to attend the Seniors Expo.

Although all will be most gratified and encouraged by positive press at any stage – both desirable responses at PR-level.

Parent organization to negotiate & complete documentation of formal arrangments with all internal stakeholders – well-grounded relationships are good PR.

To include all on-site or off-site signage and make sure NO associated costs is the responsiblitiy of the parent organization – clear conditions are good PR.

As soon as possible request from Murray Street Mall an in-kind sponsorship of:

on-site office & its running costs
Suitable to house an on-site, full-time Public Officer
And a full-time, on-site, real-time blogger/photo-journalist
Both paid for by the parent organization

First, parent organization negotiate media-advertising discounts for:

SMART goals and objectives T – Timed

Eight days of high daily cover

For the key external stakeholders listed below, broker a media-coverage ‘deal’ where these parties divide the cost.

WA Government (Department of Transport), the WA Events Calendar, and the Perth City/Murray Street Mall Management.

This will be to each party’s advantage, a joint venture. This is a “PR action” by the parent organization (Masterman & Woods, 2006, pp. 85, 86).

As the event is in WA, The West Australian newspaper can produce and run daily all essential event information – in hard copy and online. The mass media exposure to be essential, factual, pragmatic, real. A set of inserts, maps and timetables – TOOLS, GIFTS, FREE TO PUBLIC – GOOD PR

Similar to those produced and distributed for the Royal Show each year. To appear on the weekend prior to the commencement of the Expo. Thereafter on each day of the Expo.

These useful guides to contain: details of the transport to get to and from the event; car parking/bike hire; a colourful, well-designed map-event-layout; of attractions, emergency assistance, toilets, Bankomats, compass points, coffee stops, et al; and a timetable of daily events.

SMART goals and objectives T – Timed

Eight days media advertising

Parent organization negotiate discount advertising in media for Seniors Expo merchandisers, sponsors, contractors, etcetera.

Recommend they all take out linked advertising to complement the maps and information – “PR action” of parent organization (Masterman & Woods, 2006, pp. 85, 86).

e) RESULT

SMART goals and objectives T – Timed

Broker newspaper advertising sales – good PR:

Because then the newspaper may provide/contra timely editorial content

Once the joint venture, the West Australian newspaper media guides and the media-based advertising are designed and agreed, further media coverage can be started before the event:

Early-level FIRST press releases sent out to the newspaper, local and global, other mass media:

Seek EXPRESSIONS OF INTEREST

by media partner-hosts for 2 exclusives

(completely manage the media):

professional, continuous, live

on-the-ground

online

photo-journalism blog

(all their own equipment).

For ½ day prior to the event

each day of the event

and ½ the day after the event

Instagram photo competition.

On-site every day

at Seniors Expo

“Authentic Italian Gelati” lounge-parlour

(all their own equipment)

TABLE 1: TOTAL Perth Seniors Expo 2015 in-house

TABLE 2: INCOME TARGETS

At 6-months prior to event:

$ 500 – PR-agent: structure negotiate and broker media deal/s

site inspection with Authentic Italian Gelati manager

$ 200 – cost to run 2 ads to recruit

– top-level blogger/photo journalist
- real-time, on-site blogging
- photo-journalism
- gather & compile stats
- some liaison with media
- answer on-line media questions
- daily report
- final report
- $1,000 per 24-hour day for 9 days

– experienced Public Officer
- press releases & media queries
- gather quotes
- answer questions
- deal with emergencies – incl a/h
- gather stats
- write daily reports
- final report
- $500 per 10-hour day, + a/h on-call emergencies

for 9 days

On weekend prior to event

assist set up donated on-site office

with blogger and Public Officer

$100

1 X 24hour/one day blogger’s time

$1,000

1 X10 hour/day Public Officer’s

time + a/h emergency

$500

VIP: COST $2,300/PLUS: PRE-EVENT PR ACTIONS

THESE MUST BE included: Negotiate, confirm timetable & commit to:

*PUBLIC LIABILITY INSURANCE cover for 12 months – Insurance Broker

*ON-SITE AMBULANCE & staff in attendance for 7 days – St. John’s?

* How post-Public Officer matters are dealt with?

VIP: Share some these costs with key internal and external stakeholders! – Maximum available in parent organization contribution: $5,000

IN EVENT – Costs allowed for here

In-event-time media

– Blogger/photo journalist: $8,000

– Public Officer: $4,000

TOTAL: $12,000

POST EVENT?

You also want to consider how post event media coverage can assist in achieving

your client’s business/event goals and objectives.

Announce results GELATI COMPETITION – (3^RD PARTY COST)

Run END-OF-EVENT PARTY – only possible if:

– the exclusives sell

– sell party idea to one/more internal/external stakeholders

Public Officer is

– responsible to de-mob. Site office (Day 9)

– return all to Parent organisation (Day 9)

A. SMART goals and objectives A – Achievable

N:B: This event is fictitious.

My media liaison plan is achievable as it is firml based on research and results:

BACKGROUND:

ThE Seniors Expos event started in the USA

Many years ago
It is well established in the USA
Last year Perth, WA held its first Seniors Expo
The original budget: $100,000
The first Perth WA Seniors Expo (2014) was a rousing success
More than 70,000 people attended
Perth, WA Seniors Expo (2014) ran for 3 days
Prior to Perth, WA Seniors Expo (2014)
- Call to register expressions of interest to:
  - merchandisers
  - services
  - others

strong interest expressed

an excellent cross-section of businesses and services were chosen
excellent cross-section participated

Perth WA Seniors Expo (2014) was an IMC, structured to
- gather all sorts of information
- esp about their stakeholds/ registered expressions of interest audience/s

SMART goals and objectives R – Realistic

THIS MEDIA PLAN FOR Perth WA Seniors Expo 2015 is realistic :

Based on these results of research and questionnaires from Perth, WA Seniors Expo (2014):

In 2014, the major audience (Seniors visitors) registered
- high enjoyment
- confirmed will return visit
In 2014, most businesses and services registered again for 2015 Seniors Expo
A seniors lounge for resting is needed
Clear directions to toilets and more toilets
Good-quality coffee and tea would be better. With fresh milk. And cakes
Gelati would be well-received
Competitions are good
Raffles are good
Priorities are specifics – like ‘how to get there’ – Bus/train/parking, hours, Murray Street Mall plan/map, parking, are priorities
WOM is highly effective in the WA seniors cohort
Some overseas visitors attended
Overseas attendees enjoyed the event
Higher levels of SM use by audience than anticipated

More Feedback from Perth, WA 2014 Seniors Expo feedback:

PR-perspective: Media value today?

Seniors like to talk. That might be good for the Seniors Expo…. but –

Seniors pick up on things as they have been around a long time. They like facts, information. They like to read and they, still, work hard. And though optimistic and grounded, they are quite cynical and worldly. Australian seniors came of age in Vietnam War era.

Sometimes seniors see being featured by the mass media can have negative connotations: editorial bias, being preferred, or granted, unfair favours, veniality, too-close associations with big business.

Australian seniors historically donate generously, yet now some ‘not-for-profits’ and ‘charities’ have lost credibility with them.

PR VIP Australian seniors automatically assume this Seniors Expo is created by a ‘caring’ organization. So credibility is really important here –

NOTES

Note to self: 1. In considering the media liaison (find definition?)

that will be required (why? Is it – media/ will it – be required?)

for your chosen event. (generating high public discussion/ W-O-M is best)

Media coverage of the event is required prior to the event to ensure a solid turn out

by your identified key stakeholder groups

Start brainstorming a list of potential media liaison strategies and tactics – DONE

you can integrate * into your event’s communication plan, including:

SMART communications objectives (pre and post event media specific)

The media angle/story/newsworthy points – DONE

Creative ideas for media kit and invitations for media to attend event – DONE – WILL GRANT INTERVIEWS IF FORMALLY REQUESTED

How you would manage media at the event – DONE – EXCLUSIVE, MANAGED COVERAGES ONLY ALLOWED ON-SITE

PR TOOLS AND TECHNIQUES – DONE

Attached files:

PR TOOLS (Updated 2013). Pdf. (135.028 KB)

…………………………………………………………………………….

Key Stakeholders

Internal:

Seniors Council of WA Management

Perth City
- Murray Street Mall Management
  - Seniors Expo liaison office/ers

Other Internal Stakeholders, including:
- Staff
- Consultants
  - Insurers
  - Risk analyis
  - Caterers
  - Printer
  - Merchandiser-groups
- Current sponsor/s

External:

Spectators/atttendees/participants
WA Government
- Department of Transport – bus, trains
WA Mass media
- News
- Magazines for seniors
Trade Press – local, national & international
WA Events Calendar
- VIP – work together with Seniors Council

& Murray St Mall

decide the year-season/date/specific-area of Mall

Reference

ABS. (2015). TALKIN’ ‘BOUT OUR GENERATIONS: Where are Australia’s Baby

Boomers, Generation X & Y and iGeneration?

http://www. abs.gov.au/ausstats/abs

nsf/Latestproducts/3235.0Feature%20

Article12014?opendocument&tabname=Summary&prodno=3235.0&issue=2014&num=&view

ECU PRN2124 off-campus, S2, 2015. Lecture and activities notes, Week 4.

Masterman. G., and Woods, E. T. (2006)

NOTES

THOUGHTS TO CONSIDER

$20K = TINY BUDGET

LOOK AT MERCHANDISER LIST

WORK WITH THEM TO JOIN/USE THEIR MARKETING ADVERTISEMENTS
DITTO CONTRACTORS ETC

FIND OUT HOW MANY SENIORS IN WA ATM?

HOW MANY SENIORS VOLUNTEERED IN SYDNEY OLYMPICS?

BUY A CHAIR FOR THE WEEK – $5 PER DAY?

UPPER AREA FOR KIOSKS TO EAT AND WATCH

WHAT IS GOING ON BELOW

Oldest & youngest Senior who visited last year

Road WEAR SOMETHING CR NO MATTER HOW OLD AND TAKE A PIC OF YOU AT THE SHOW – FOR THE photo competition. YOU WILL RECEIVE A RECORDING. RECORDS

BOOK TO RECORD COMMENTS

& RECEIVE PHOTO

Professional Blog writer for 7 DAYS OR WHATEVER (Like LISA VINHOS’ site)

Handwritten entries will go into paper journal but then be translated onto blog (or snapshot).

WITH ENTRY TICKET A FREE GELATI

FREE BUT IF ELECT TO CONTRIBUTE $2 TO GO TO THE EVENT –

FILL OUT DETAILS – COLLECTED BY HOMELESS

WILL GET 2 X FREE GELATI PLUS VISIT TO

THE GELATI REST STOP

OLD ITALIAN MOVIES

A/C COMFY SEATING AT CORRECT LEVEL

CHAIRS AND TABLES

GELATI TRUCK GOING ROUND

TEST

STAND-UP BIKES

3-WHEELERS

ELECTRIC BIKES

ETC

TRAVELATOR LENGTH OF MALL

ULTRALIGHTS

SKYDIVING

GENTLE RAPIDS

CIRCUS

TUMBLING

YOGAS

MEDITATION

DRUMS

SINGING A long at night

BUSH WALKsf

AMERICAN SMOKE LODGE

Magnetic numbers and letters on a big board

Meeting post/place for photo shoots and FB images

Week3JournaltaskKEYMESSAGES. AUG-SEPT. 2015 IMC STUDY SLH

September 14, 2015September 29, 2015 susanneahLeave a comment

Week 3 – Assignment Task

SUSANNE LORRAINE HARFORD.

Complete the following task in your online journal.

KEY MESSAGES
Review the brief for the scenario you have selected.· 1. List the key stakeholders (internal and external) for the EVENT· 2. What is one key message regarding the BUSINESS relevant to the event that would relate to all major stakeholder groups?·· 3. What is one key message regarding the EVENT relevant to the primary external stakeholder groups?· 4. What is one key message regarding the EVENT relevant to internal stakeholders?

Week 3 – Assignment Task

SUSANNE LORRAINE HARFORD.

In order to avoid information overload some form of

marketing information system is required which will

ensure that decision makers get the information they

need when they need it (Masterman & Woods, 2006,

34).

Porter (1986) maintains that the only three strategic

alternatives available … to fit within the corporate and

marketing strategies of the organisation… are ‘cost

leadership’, ‘differentiation’ or ‘focus’… A strategy of

focus requires specialization in one area (Masterman

& Woods, 2006, p. 64).

List the key stakeholders (internal and external) for the Event

To deal with the instruction in the first quote, above, required “some sort of marketing information system” (Masterman & Woods, 2006). So first, this Week 3 Assignment task creates the foundation of a

pre-determined set of actions that differentiate

your product from its competitors in terms that

are positive and personally relevant to your key

target audiences (Masterman & Woods, 2006, p. 57).

In order to identify the key stakeholders of this task I relied upon these quotes:

Primary stakeholders are those individuals or groups without

whose support the event would cease to exist. These are

employees, volunteers, sponsors, suppliers, spectators,

attendees and participants (Masterman & Woods, 2006, p. 18).

Key Stakeholders

Internal:

Seniors Council of WA Management

Perth City
- Murray Street Mall Management
  - Seniors Expo liaison office/ers

Other Internal Stakeholders, including:
- Staff
- Consultants
  - Insurers
  - Risk analyis
  - Caterers
  - Printer
  - Merchandiser-groups
- Current sponsor/s

External:

Each spectator/atttendee/participant
WA Government
- Department of Transport – bus, trains
WA Mass media
- News
- Magazines for seniors
Trade Press – local, national & international
WA Events Calendar
- VIP – work together with Seniors Council

& Murray St Mall

decide the year-season/date/specific-area of Mall

THE next part of this TASK

Having identified the key stakeholders any key message needs a “starting point” (Masterman & Woods, 2006, p. 57), or essential foundation from which to develop. This is the “positioning statement”. These authors also say:

The communications role is to change existing attitudes to

the product through the use of new imagery, information

and comparisons (Masterman & Woods, 2006, p. 66).

As a 68 year-old, born and bred West Australian (a ‘baby boomer’ PR and communications student) I belong to a most privileged ‘senior’ group – I’m an Australian. Along with many other WA ‘seniors’ I enjoy a great climate, an open and rich life-environment, where it is possible for ‘seniors’ to easily relate to all types of people, all ages, walks of life, cultures and society.

To Nature as well as to the life of the city, an environment where it is possible for ‘seniors’ to contribute in various ways . To know, feel, that still, at the end of our lives, we still have value, and meaning, to our society (Harford, 2015).

This client/task is fictional, so I propose a positioning statement that will encourage the BUSINESS, internal, and external key stakeholders of this event, one that provides them a forum. So, here goes: my birthplace is Fremantle, and I’m now 68, and, during my life I’ve observed – and experienced – how well Perth did for 3 of my gorgeous grandparents, numerous and often ettcentric aunts and uncles—- and my darling mother, during their last years. It seems to me that seniors the world over are looking for a Perth”. It’s a quailty environment.

Perth is aleady a great brand. Perth has “personality” as Masterman and Woods (2006) say, a brand “inextricably linked with image, perception and attitude”… the customers’s perception of all the tangible and intangible aspects of the product” (pp. 70, 71). Also, like most of my cohort, I feel like an ‘individual’, so I listened closely to:

Segmentation strategy is one-to-one or micromarketing

which involves adapting aspects of the marketing mix for

each individual customer, ie. market segments of one…

a company that produces bespoke or customized products

or services is following one-to-one marketing although the

initial marketing communications may still involve mass

media (Masterman & Woods, 2006, pp. 64, 65).

And here’s my positioning statement:

“Perth is one perfect environment.

For any senior – from anywhere in the world”

(Harford, 2015).

MY 3 KEY MESSAGES:

Using this positioning statement foundation, I developed key messages for business, internal and external stakeholders and – ‘individuals’ cohort.

My key message about BUSINESS relevant to the event that would relate to all major stakeholder groups is:

“Let’s NOW Look at Life Differently!”

3. My key message regarding the EVENT relevant to the primary external stakeholder groups is:

“Find Out NOW-HOW to Live Life!”

My key message regarding the EVENT relevant to internal stakeholders is:

“NOW PERTH – is the PLACE to Live Life!”

Reference

ECU BB PRN2124 OFF-CAMPUS, S2, 2015, Week 3 Lecture and Activities notes.

Harford, S. (2015). 68 year-old West Australian citizen.

Masterman, G. and Wood, E. H. (2006). Innovative Marketing Communication, Strategies for the

events industry. Oxford: Elsevier Butterworth Heinemann.

END

Week3ActivityWENTTOAGARDENPARTY. AUG-SEPT. 2015 IMC STUDY SLH

September 14, 2015September 29, 2015 susanneahaustralia, bbq, EVENT, imc, no hidden agendas, primary audience, thank you, transperentLeave a comment

SUMMARY:

TASK: WEEK 3 ACTIVITY

Weekly Activity

Complete the following activity in your online journal.

Integrated Marketing Communications

1. Think of an event you have attended/been a part of recently.

Analyse the strategic nature of this event in terms of;

a. Target audience
b. Event creative concept
Positioning and Key Message(s) for the event
Objectives of the messaging terms of decision-making stage and
information processing level
Message appeal (rational, emotional)
The impact, credibility and longevity of the medium used

…………………………………………………………………………………………………………………..

SUSANNE LORRAINE HARFORD

PRN2124 OFF-CAMPUS, S2, 2015

MY SET TASK JOURNAL ENTRY NUMBER 4

WEEK THREE ACTIVITY

Weekly Activity: Complete the following activity in your online journal.

This task, and subject event are considered from the “Integrated Marketing Communications” (IMC) perspective.

Think of an event you have attended/been a part of recently.

THE EVENT:

An event attended recently and was part of, for the first time, was a small, communal BBQ in Australia.

This small annual event has run for about 10 years. It is open to all. Compact, well-designed and colourful invitation notices are posted in local shops, cafes, and bars. High-quality BBQ food, (meat and non-meat) and drink, all typical of the area, are amply provided by one local family. About 70, smart-casually-dressed local people attended this year. They brought with them their children, and a few guests. Some families return for the event and I was the guest of one of those families. Community members personally contribute more food and drink and bring many and diverse, interesting, often home-cooked dishes. The event was held in the elevated front area of a local church, with wonderful stone seating and an excellent view out all over the local area. The event is entirely independent of the church. The event begins at sundown (around 7pm) on a Friday, late-summer. It ends at 10pm sharp, where a small voluntary collection is made – for the church and to cover the cost of cleaning the site, provision of chairs, benches and tables, BBQs, etc.

2, Analyse the strategic nature of this event in terms of:

Target audience:

Primary target audience:

The key target audience – any and every member of the small, local yet ethnically-diverse community.

Secondary audiences: Attending local residents’ guests, and their children, are secondary, potentially developing audiences – at each annual stage.

Strategically this annual event:

Demonstrates the community’s cohesiveness.
Strengthens a diverse community.
Widens familiarity and common understanding within the community.
Thanks the community members for the community cohesiveness.

Event creative concept:

“Strength in our endurance and diversity”

Positioning: This annual event:

is open to all community members
has no economic agenda its position in society continues to be unique
is not linked to profit and power so its position is unchallenged

Key Messages are:

annual “Thank YOU” event – to ALL community members for their support of their common community
annual demonstration of communal cohesiveness, understanding and appreciation

Key Objective: to strengthen and consolidate the local community, to make new community members welcome and part of that community.

Messaging Terms: The terms of communication were transparent, simple, with no hidden agenda/s.

This event exemplifies the power of common endevour:

a pleasantly-anticipated, rhythmic, local annual event reinforces bonds within an ethnically-diverse local community

a further expansion and development of many existing strong and useful bonds within a diverse local community

Decision-Making:

Decision-making is organic, as:

after 10 years of successful non-profit-linked operation this event is

voluntary
effective
established
on-going
changes are gradual
about 99% of labour required is unpaid

Information-processing: The information in the event message can be easily processed – as it is simple, successful and transparent. No hidden agendas.

Message Appeal:

Rational: The primarily family-member comprised target audience finds this event-message rational as it already works effectively to strengthen their community.

The community members relate to the event message at it works to create and develop strength, familiarity and understanding within their community.

Message impact

As an impartial visitor/observer, the event was extremely enjoyable. I met many interesting people I probably would never have otherwise. So the event had a positive, immediate impact on me.
In addition, the event was powerful: I have since met and spent time with several individuals I met at that event. So it has (already) had longer-term positive effects on me.

Long-term impacts were easy to observe in others, for example when listenting to much verbal positive reinforcement before, during and post-event.

That some community members structure, or break their holidays to attend also demonstrates the event’s attraction and power.

Message credibility and longevity:

The event’s credibility is evident in:
- Its durability

Message awareness/call-to-action:

The number of participants
The immediate and longer-term results I experienced and observed
The willingness of volunteer participants
The good-will evident amongst the diverse community members
New types of community members participating

Message medium used:

The event itself
- Face-to-face
- the lead-up, actual event, and the post-event WOM
- new connections
- reinforce old connections

The use of product placement
- Personal experiences of
- local produce
- local cuisines

END

SUMMARY:

This type of “non-economic/marketing”-based event or communication is indeed a modest style of IMC. It uses various communication items – like word-of-mouth, printed advertisement, buying power, the actual event, and the pre, in-event and post-event discussion, analysis and oral records, where goodwill is conveyed and reinforced. However, this event has little need to exhaustively gather information, nor to analyse it, as there are no “targets” in the audience (Masterman & Woods, 2006, p. 34).

The size of the target audience is easy to obtain from the local rate-payer register and as such is finite, given a 10/15% contingency, which should always be taken into account in any case.

Because of the target audience, the nature of the event and what it communicates (the types of local produce available) the gathering of large amounts of internal and external data is really counter-productive, as there is no one available to analyse it or reflect upon it. This is because here there is no “challenge in research and analysis” as audience demographic sub-groups are not particularly relevant. Word-of-mouth generated-information is generally sufficient to run such an event in a small community like this one, as it is simple to “get the information” needed when needed (Masterman / Woods, 2006, p. 34).

Although the target-audience

SMART:

SWOT:

Many strengths:

Annual date set well in advance so the venue is available.

The date is known by the community.

Event creates communal goodwill.

Event uses voluntary communal effort involving many parties.

There is positive and strong anticipation of the event.

There are positive, first-hand recollections and good memories of this event over the years. This community’s diverse children grow up experiencing this event.

There were few weaknesses: possibly some type of physical accident – as the area is high and the path steep and not very well lit.

Opportunities were many: the guests were from all walks of life. They mingled freely and introduced each other. The community members brought guests they also introduced to others. Their children mixed. Traditional foods and drinks produced locally were discussed and appreciated.

Threats were also few: the potential for inclement weather as the event is held in the open, possibly some unpleasant party might attend.

susanneah

Studies

Aug-Sept 2015 17 items

Week8Assignment

Week 6 no 1

Week8Assignmenttaskstakeholderinfoandsets

Week7BarnsActivity

Week4ActivityNEWSANGELSWORTHINESS. AUG-SEPT. 2015

Week6journalEVENTPRNEWTECH. AUG-SEPT. 2015 IMC STUDY SLH

Week6activity2SHORTSTORIES. AUG-SEPT. 2015 IMC STUDY SLH

Week4AssignmentMEDIALIAISON. AUG-SEPT. 2015 IMC STUDY SLH

Week3JournaltaskKEYMESSAGES. AUG-SEPT. 2015 IMC STUDY SLH

Week3ActivityWENTTOAGARDENPARTY. AUG-SEPT. 2015 IMC STUDY SLH

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