Simple & Winning Marketing & Publicity Report Presentation
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The document details a comprehensive marketing and publicity strategy for a confidential client, focusing on increasing attendance and engagement through various channels, including broadcast, online, and print media. The campaign utilized innovative hybrid press releases and established multiple communication platforms to enhance outreach, resulting in above industry standard media coverage across all channels. Overall, the publicity efforts yielded a significant response rate, reaching a wider audience than typical publicity campaigns.
Simple & Winning Marketing & Publicity Report Presentation
- 1. 1Copyright Confidential Client Marketing & Publicity Report Broadcast, Online, Print Prepared for: Confidential Prepared by: Valerie Michele Oliver, Publicity Director CONFIDENTIAL DOCUMENT
- 2. 2copyright date Confidential Client Contents Overview Broadcast - Cable Broadcast - Radio Online Print Media Coverage Statistics Conclusions
- 3. 3copyright date Confidential Client Overview What is marketing & publicity? Marketing is everything CONFIDENTIAL does to attract people to: 1) attend our productions on a regular basis; 2) participate in our Company’s vision, mission, and productions; or 3) interact with us and each other through any communications channels we’ve established. Marketing is finding the right people to attract or persuade into a relationship with us. Marketing has many strategic approaches including research, planning, pricing, packaging, programming, sales, public relations, and publicity. Publicity is the act of relaying information through a third-party gatekeeper or entity (e.g., the media) to reach a larger or mass audience for a specific purpose. Publicity service was engaged by CONFIDENTIAL on October 8.
- 4. 4copyright date Confidential Client Overview (cont.) A two week information, education and ramp-up period concerning CONFIDENTIAL was conducted prior to submitting a publicity strategic approach for CONFIDENTIAL, premiering approximately eight (8) weeks from the date of hire. The second week of the ramp up period was spent establishing marketing communications channels to enhance and support CONFIDENTIAL publicity efforts to the press and audience reached through press coverage, Further, the publicity director subscribed to and participated in mailing lists & discussion groups specific to arts in the area, and the genre in general as additional publicity channels.
- 5. 5copyright date Confidential Client Overview (cont.) The third (3rd) week was focused on creating a comprehensive press list including broadcast, radio, and print media (newspapers, magazines, and newsletters). Due to the late date at which publicity efforts began, print versions of magazines were contacted only if they had electronic Web versions of the publication available. Publicity in the form of press releases began being disseminated on October 30, also the third (3rd) week. PRESS RELEASES WERE WRITTEN IN A HYBRID FORMAT (INNOVATIVE IDEA): one that merged a traditional press release with a well-written, ready-to-publish-as-is article. This format was created with editorial realities in mind: some press don’t have the resources to assign someone to write an article, or don’t have the time. A well-written article offers the reader much more information and other content than a simple, news brief most press releases generate in local community publications. Publicity tracked this custom approach to gauge its usefulness in getting more in-depth coverage by media.
- 6. 6copyright date Confidential Client Overview (cont.) STRATEGIC ACCOMPLISHMENTS & HIGHLIGHTS • Created marketing venues to enhance publicity, wrote and published content on them to provide additional points of information, education, and interactive contact for CONFIDENTIAL audience, supporters (prior, current & potential), and the press including a blog, YouTube Channel, and an Online Press Room; • Conducted interviews with CONFIDENTIAL and CONFIDENTIAL and published them as audio & video podcasts accessible from the new online venues; • Secured a volunteer to translate the English version of the CONFIDENTIAL flyer into Spanish, researched & identified locations for flyer dissemination, and distributed them;
- 7. 7copyright date Confidential Client Overview (cont.) STRATEGIC ACCOMPLISHMENTS & HIGHLIGHTS (cont.) • Stocked the Online Press Room with easily accessible content for media needing more than the materials in a traditional press kit sent by email, including: Cast biographies and photos; artistic director biography and photo; musical director and principal conductor biography and photo; pianist CONFIDENTIAL biography and photo; audio and video podcast interviews with the artistic and musical directors; CONFIDENTIAL flyer; and a magazine article titled, “CONFIDENTIAL,” published by CONFIDENTIAL magazine in their February issue. • Achieved above industry standard coverage by cable, radio, online & print sources using two (2) hybrid press releases written from two (2) different points of view. Five (5) out of eight (8) pre-performance print articles used all or most of the content in the releases. This represents about a sixty-two (62%) response rate.
- 8. 8copyright date Confidential Client Overview (cont.) STRATEGIC ACCOMPLISHMENTS & HIGHLIGHTS (cont.) • Facilitated an appearance on Poughkeepsie Live! cable TV show following a contact set up by CONFIDENTIAL; • Contacted WAMC Northeast Public Radio to host CONFIDENTIAL on their Performance Space segment, a part of their popular show, The Roundtable; • Offered press passes by email and personal calls to performances for reviews. Four representatives confirmed: CONFIDENTIAL, James Herald- Record (Fri., Dec, 5 at 7:00 p.m.); CONFIDENTIAL, D&H Canvas (Fri., Dec. 5 at 7:00 p.m.); CONFIDENTIAL, The Sentinel (Sat., Dec. 6 at 3:00 p.m.) and CONFIDENTIAL, Warwick Dispatch (Sat., Dec. 6 at 7:00 p.m.). Two (2) reviews have been confirmed to date.
- 9. 9copyright date Confidential Client Overview (cont.) ASSESSMENT & EVALUATION STRATEGY HIGHLIGHTS Set up Google Analytics program to track Blog usage prior, during, & after the production; Collected data from YouTube to conduct usage analysis prior, during, & after the production; Performed research via Google & other search engines to discover and capture presence & coverage via online resources prior, during, & after the production; Conducted research on the state of affairs affecting CONFIDENTIAL audience response using formative evaluation strategy to help plan and prepare strategic responses and solutions for CONFIDENTIAL executive director and board of directors; Performing research on the state of affairs affecting the genre in general via personal conversations, news articles, mailing lists, and discussion groups to identify the obstacles and issues facing the genre in the national and international arenas, to help plan and prepare suggested strategic marketing campaigns and publicity responses and solutions for the executive director and board of directors.
- 10. 10copyright date Confidential Client Broadcast Broadcast publicity was accomplished in two forms: cable and radio. Press releases, Online Press Room link, and any subsequent specific text, photo, audio or video resource requests were provided to the following: Time Warner Cable 6, Jubilee Presents (WTBQ), WKVR (Poughkeepsie), WHUD (Beacon), WMHT-Classical, Total Access Live (WTBQ), WAMC-Northeast Public Radio, and WWLE (Newburgh). Publicity efforts resulted in two (2) coverage responses from broadcast media to host CONFIDENTIAL: Time Warner Cable 6 and WAMC-Northeast Public Radio. Eight (8) unique broadcast sources were contacted with two (2) coverage responses: a twenty-five percent (25%) response rate (10% is the high-end industry standard response rate). CONFIDENTIAL received an above standard response.
- 11. 11copyright date Confidential Client Broadcast (cont.) CABLE Station: Time Warner Cable 6 Program: Poughkeepsie Live! Content: Selected Arias, Duets, and Trio from CONFIDENTIAL, and Interview with CONFIDENTIAL Dates and times: Thursday, November 20, 7 p.m. (Live). Taped segment aired: Thursday, November 20, 8:00 p.m.; Friday, November 21, 9:30 p.m.; and Monday, November 24, 9:00 p.m. Host/Producer: CONFIDENTIAL (Producers) Coverage/Reach: Five (5) counties—Dutchess, Greene, Orange, Sullivan and Ulster (approximately 200,000 homes) Additional program access: DVD ($25.00 purchase price)
- 12. 12copyright date Confidential Client Broadcast (cont.) RADIO Station: WAMC Northeast Public Radio Program: The Roundtable, Performance Place segment Content: Selected Arias and duets from CONFIDENTIAL and Interviews with CONFIDENTIAL Dates and times: Tuesday, December 2 @ 11:00am Host/Producer: CONFIDENTIAL Coverage/Reach: Serves parts of seven (7) states—New York, New Jersey, Connecticut, Massachusetts, Vermont, New Hampshire and Pennsylvania (NYS counties include: Orange, Dutchess, Sullivan, Ulster, Columbia, Greene, Delaware, Otsego, Schoharie, Albany, Saratoga, Fulton, Herkimer, and more) Additional Program Access: Podcast On-Demand at: CONFIDENTIAL link
- 13. 13copyright date Confidential Client Broadcast (cont.) RADIO WAMC Northeast Public Radio Coverage Map
- 14. 14copyright date Confidential Client Online Online resources are an integral part of a publicity strategy in the 21st century. Most media companies (cable, print, and radio), arts and related-organizations and businesses have Web sites and/or blogs. A growing number of press only have online media to bypass the cost of maintaining a print presence, particularly those whose content caters to a youth audience. The CONFIDENTIAL publicity strategy recognizes the online world (including mailing lists, discussion groups, and social media networks) and targeted that market of individuals who access and interact with information and people using online technology. This was viewed as especially important since it was too late for magazines to include articles or briefs about CONFIDENTIAL. Typically, magazines prepare content for their print publications from six (6) to three (3) months prior to the print date.
- 15. 15copyright date Confidential Client Online (cont.) Press releases, Online Press Room link, and any subsequent specific text, photo, audio or video resource requests were provided to the following: Jubileepresents.com (Jubilee Presents Multicultural Arts), excitingread.com (Hudson Valley Life and Hudson Valley Parent), th-record.com (Times Herald- Record), artsinorange.org (Arts in Orange), orangemagazineny.com (Orange Magazine NY), midhudsonnews.com, tricountywoman.com (Tri-County Woman), orangearts.org (Orange Arts), wvdispatch.com (Warwick Dispatch), occf-ny.org (Orange County Citizens Foundation), newburghsalon@yahoogroups.com (Newburgh Arts Salon), insideouthv.com (InsideOut Hudson Valley), OperaCenterStage@yahoogroups.com (Opera Center Stage), facebook.com (Opera Singers Network and I Love Opera), parlourofoperalovers@yahoogroups.com (Parlour of Opera Lovers), Westchester.com, and hvpress.net (The Hudson Valley Press).
- 16. 16copyright date Confidential Client Online (cont.) Google and other search engines were used prior, during, and after CONFIDENTIAL. During this ongoing research, posts or citations were discovered on web sites not included in the publicity strategic plan. These include CONFIDENTIAL cast web sites, and miscellaneous others. It’s important to track citations and coverage of CONFIDENTIAL online to get an idea of the BUZZ occurring about the Company that may be generated from any number of sources outside the control of CONFIDENTIAL. It’s good to know what’s being said, when, and by whom. These citations, plus social media networks and other online entities on which the publicity director personally posted items are not included in the forthcoming Response Rate statistics.
- 17. 17copyright date Confidential Client Online (cont.) Seventeen (17) unique online sources were contacted in total. Out of that total, thirteen (13) received press releases. Thirteen (13) is the base number used for the following statistics. Publicity efforts resulted in four (4) citation/coverage responses (articles, news briefs, or calendar citations) from three (3) unique online media sources : artsinorange.org (Arts in Orange), ocartscouncil.org (Orange Arts/Orange County Arts Council), and RecordOnline.com (Times Herald-Record). Thirteen (13) online sources were contacted with four (4) coverage responses: a thirty-one percent (31%) response rate (10% is the high-end industry standard response rate). CONFIDENTIAL received an above standard response.
- 18. 18copyright date Confidential Client Print Print publicity was provided to the three major newspapers with the largest circulations in the Lower Hudson Valley, smaller newspapers that serve smaller communities within the areas also covered by the larger publications, and only a few magazines and newsletters targeted to Hudson Valley readers, requesting inclusion in their Web sites if CONFIDENTIAL missed their print publications deadline. Press releases, Online Press Room link, and any subsequent specific text, photo, audio or video resource requests were provided to them. Representative newspapers: Cornwall Local, Goshen Independent, Las Noticias, Mid-Hudson News, Orange County Post, The Hudson Valley Press, The Sentinel, Times Herald-Record, and Warwick Dispatch. Representative magazines & newsletters: ArtSpace, Delaware & Hudson Canvas, Hudson Valley Life, Hudson Valley Parent, InsideOut Hudson Valley, Orange Magazine NY, Orange Arts, Orange County Citizens Foundation, and Tri-County Woman. In some cases (e.g., Times Herald-Record), releases were distributed to multiple press representatives who cover different departments in the publication to expand coverage opportunities.
- 19. 19copyright date Confidential Client Print (cont.) Press releases were sent to twenty (20) press representatives at eighteen (18) unique print sources. Publicity efforts resulted in six (6) unique responses from the eighteen (18) unique print sources: Cornwall Local. Delaware & Hudson Canvas, Mid-Hudson Times, Times Herald-Record, The Sentinel, and Warwick Valley Dispatch. CONFIDENTIAL received ten (10) coverage items. These nine (9) print items included articles, briefs, citations (pre-, live-, and post- opera performances) identified to date. Eighteen (18) unique print sources were contacted with ten (10) coverage responses: a fifty-five percent (55%) response rate (10% is the high-end industry standard response rate). CONFIDENTIAL received an above standard response.
- 20. 20copyright date Confidential Client Media Coverage Statistics • CONFIDENTIAL exceeded industry standard in all three media distribution channels independently and as a whole (broadcast, online, and print). • CONFIDENTIAL exceeded the low-end of the industry standard by thirty-nine percent (39%). • CONFIDENTIAL exceeded the high-end of the industry standard by thirty-one percent (31%). Unique Contacts Coverage Response Response Rate (%) DO NOT ADD DOWN Broadcast 8 2 25% Online 13 4 31% Print 18 10 55% TOTALS 39 16 41% Industry standard response rates for media response is 2% (low end) and 10% (high end).
- 21. 21copyright date Confidential Client Conclusions The CONFIDENTIAL publicity campaign for CONFIDENTIAL was successful in using the media and other sources of exposure. All communications channels— independently and in combination—achieved above standard coverage, exceeding audience reach beyond the two percent (2%) to ten percent (10%) averages for publicity campaigns. Thank you for the opportunity to serve to CONFIDENTIAL.