EVENT
Week6journalEVENTPRNEWTECH. AUG-SEPT. 2015 IMC STUDY SLH
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?
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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 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.
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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
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- 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
- awareness-raising online advertising support
- 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
- Shared cost
- Management
- Perth of City
- Mayor’s Office
- Mayor agreed to be Seniors Expo Patron
- Mayor to open the Seniors Expo and Parade
- Mayor agreed to be Seniors Expo Patron
- Mayor’s Office
- 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
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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
- (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.
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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
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
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
- 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/
Week3ActivityWENTTOAGARDENPARTY. AUG-SEPT. 2015 IMC STUDY SLH
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
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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 