LOL Publicity Analysis

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Analysis of Love Out Loud 2011's publicity and recommendations for improvement in 2012.

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<p>Improving Publicity for Love Out Loud 2012</p> <p>Prepared for: Kristi Vail Project Manager, 2011-12 The Love Out Loud Campaign Prepared by: Madonna Events, Inc. Stephanie Moore, Publicity Analyst Samantha Reynard, Publicity Analyst Alyssa Santos, Publicity Analyst</p> <p>March 9, 2011</p> <p>To: From:</p> <p>Ms. Kristi Vail Ms. Stephanie Moore Ms. Samantha Reynard Ms. Alyssa Santos March 9, 2011 Recommended publicity improvements for Love Out Loud 2012</p> <p>Date: Subject:</p> <p>Attached please find our recommendations for improving publicity of future Love Out Loud events. The report includes documentation of publicity used in 2011 by the founders, findings from surveys facilitated prior to and at the Feb. 26 event, and our recommendations. We found the coordinators marketing attempts thorough; however, the campaign would benefit from earlier distribution of print advertisements such as posters, as well as more indepth use of social media. Thank you for the opportunity to work with Love Out Loud. We can discuss the report at length if you would like. Madonna Events would happily work with the Love Out Loud campaign on future research projects. Please feel free to contact Samantha Reynard by email at sam.reynard@gmail.com or by mobile phone at (805) 300-6032 if you would like further information on the report or to propose a new project with Madonna Events.</p> <p>INTRODUCTION...................................................................................................................... 1 CURRENT PUBLICITY .......................................................................................................... 1 New Media ............................................................................................................................. 1 Social Media Networks ....................................................................................................... 1 Campaign Website .............................................................................................................. 2 Print Media ........................................................................................................................... 2 Print Advertisements .......................................................................................................... 2 Press Release ....................................................................................................................... 3 Mustang Daily Article ......................................................................................................... 3 Other Publicity..................................................................................................................... 3 Videos................................................................................................................................... 3 Booths .................................................................................................................................. 3 Wear Your Heart on Your Sleeve Day............................................................................. 4 PUBLIC RESPONSE TO PUBLICITY ................................................................................. 4 Preliminary Survey............................................................................................................. 4 Survey of Event Attendance ............................................................................................. 5 Event Attendance ................................................................................................................ 6 SUGGESTED PUBLICITY ..................................................................................................... 6 Social Media.......................................................................................................................... 6 Print Media ........................................................................................................................... 6 Other Suggestions ............................................................................................................... 7 CONCLUSION &amp; RECOMMENDATIONS........................................................................... 8 APPENDIX A: Print Media Examples .................................................................................. i APPENDIX B: Preliminary survey findings ................................................................... xii APPENDIX C: Event Survey ................................................................................................. x APPENDIX D: Social Media Statistics ...............................................................................xi REFERENCES ...................................................................................................................... xiii </p> <p>TABLE OF CONTENTS</p> <p>Figure 1: Sample Photo Booth picture ....................................................................................... 3 Figure 2: Over one-third of respondents had heard of the event ............................................. 4 Figure 3: Most respondents heard of the event through social media and word of mouth..... 4 Figure 4: 55% of respondents who knew of event were likely to attend .................................. 5 Figure 5: The majority of attendees were female...................................................................... 5 Figure 6: The majority of attendees were Cal Poly students.................................................... 5 Figure 7: Most attendees heard of the event through word of mouth...................................... 5 </p> <p>TABLE OF FIGURES</p> <p>INTRODUCTIONThe following recommendation report, addressed to 2012 Head Coordinator Kristi Vail, details potential improvements in publicity for future Love Out Loud events. This campaign began this year and aims to raise support and awareness for college students suffering from depression, thoughts of suicide, and/or self-injury. In addition, the project coordinators want to encourage healthy outlets, especially creative self-expression. The campaign creators started planning this event last July. They planned a concert and a free awareness fair, which will benefit the continuation of the campaign at Cal Poly as well as non-profit organization To Write Love on Her Arms. The 2011 coordinators started publicizing the Love Out Loud event in January. Future coordinators would benefit from feedback on which of the marketing strategies succeeded and what new strategies the 2012 coordinators could implement for Love Out Louds 2012 event. The report will address ways in which the project coordinators may improve publicity in 2012. We chose to write a recommendation for Love Out Loud because of the prominence the issues have on our generation and on the Cal Poly campus. In addition, one of our team members, Samantha Reynard, has worked on the campaign since October and has access to inside information. She compiled much of the information regarding current publicity through the campaigns group email account. As this campaign aims to raise awareness of prominent issues for our generation (suicide, depression, and self-injury), we want to use our time and resources to make this campaign more accessible to Cal Poly.</p> <p>CURRENT PUBLICITYThe 2011 coordinators utilized new media, print media, and other media to publicize the campaign and show.</p> <p>NEW MEDIAThe coordinators used both social networks and a campaign website from the beginning of the campaign to reach out to students and other locals interested in bringing about awareness of suicide, depression, and self-injury.</p> <p>Social Media NetworksThe Love Out Loud campaign creators registered with several social media websites in November 2010: Facebook: registered Nov. 17 Blogspot: registered Nov. 22 Flickr: registered Nov. 29 Twitter: registered Nov. 29 YouTube: registered Nov. 29</p> <p>Although they had access to all these sites, the 2011 coordinators mainly used Facebook to update those interested in the campaign. As of Mar. 1, 2011, 850 members of Facebook like The Love Out Loud campaign. (See APPENDIX D: Social Media Statistics for statistics such as demographics from the Facebook page.) Love Out Louds profiles on the</p> <p>1</p> <p>remaining social media networks include the following numbers of followers, subscribers, or comments: YouTube: 2 Flickr: 0 Twitter: 11 Blogspot: 6</p> <p>Due to the versatility (allowing members to microblog, post photos, post events, and more) and popularity of Facebook, the coordinators used it as the main online marketing tool. They advertised every new print advertisement, event, and addition to the website on their Facebook page. On Feb. 2, the coordinators created an Event page to advertise The Love Out Loud Show on Feb. 26. The coordinators also posted promotional photos on Feb. 12. These photos consisted of a series of individual portraits that showcased each coordinators reason for participating in the project, as well as group photos.</p> <p>Campaign WebsiteThe Digital Media &amp; Web Head created the campaign website. She worked in conjunction with the Graphic Design Head to maintain a consistent design throughout all of Love Out Louds media. On Jan. 25, full details about the show aired. The website includes the following information: The campaigns mission and the creators biographies Details on the Feb. 26 show, including o Time and place o Speakers o Performers o Artists o Vendors A calendar of upcoming events A list of sponsors A list of resources for those seeking help</p> <p>PRINT MEDIAWithin the scope of print media, the 2011 coordinators used print advertisements, press releases, and an article in the school newspaper.</p> <p>Print AdvertisementsBetween Oct. 2010 and Feb. 2011, the Graphic Design Head created several different forms of print advertisements. See APPENDIX A: Print Media Examples for examples. The following list details the print dates and the item printed: Nov. 5: coordinator business cards Jan. 20: postcards to advertise show on Feb. 26 Jan 21: stickers to advertise campaign Feb. 2: posters to advertise open mic night on Feb. 7 Feb 14-20: coffee sleeves distributed on campus to advertise show on Feb. 26</p> <p>2</p> <p>Feb. 14-28: table toppers placed on campus to advertise show on Feb. 26 Feb. 16: color posters to advertise show on Feb. 26 Feb. 21: black and white posters to advertise show on Feb. 26 Feb. 25: promotional t-shirts</p> <p>Press ReleaseThe Public Relations Director worked with Matt Lazier at the Cal Poly Public Relations department to write Love Out Louds press release. Cal Poly published the press release on Feb. 11. See Error! Reference source not found. in APPENDIX A: Print Media Examples for a copy.</p> <p>Mustang Daily ArticleOn Feb. 24, 2011, the Mustang Daily published a full front-page article about Love Out Loud and the prevalence of the issues at Cal Poly. Second-year English major and Mustang Daily news staff writer Alicia Freeman wrote the article. The article detailed the campaign, the reasons for creating the campaign, information about the show on Feb. 26, and information about local resources available to those seeking help. See APPENDIX A: Print Media Examples for a copy of the article.</p> <p>OTHER PUBLICITYIn addition to new and print media, the 2011 coordinators used videos, booths, and an awareness day to publicize the campaign.</p> <p>VideosOn Feb. 11, the Digital Media &amp; Web Head published a video on Facebook that she created, focusing on the line, Depression does not define me.</p> <p>BoothsThe coordinators scheduled a booth at Farmers Market through Friday Night Live on Jan. 20, 2011. At Farmers, they sold tickets to a pancake fundraiser on Jan. 22 and distributed postcards describing the show on Feb. 26. On Feb. 22 and 23, 2011, the coordinators created a makeshift photo booth at Cal Polys UU Plaza and Dexter Lawn, respectively. Students came to the booth to pose with silly props (hats, sunglasses, and mustaches). The Digital Media &amp; Web Head compiled three photos with the campaign logo, as pictured in Figure 1 at right.</p> <p>Figure 1: Sample Photo Booth picture</p> <p>The representatives at the booth emailed the picture to participants and encouraged them to use it as their profile picture prior to the show in order to facilitate a Profile Takeover.</p> <p>3</p> <p>The email included a short description of the campaign and the upcoming event. See Figure 10 in APPENDIX A: Print Media Examples for a copy of the email.</p> <p>Wear Your Heart on Your Sleeve DayIn preparation for the show, the coordinators distributed canvas hearts and safety pins at the photo booths mentioned in Booths above and announced Wear Your Heart on Your Sleeve Day on Feb. 24 to raise awareness of Love Out Loud.</p> <p>PUBLIC RESPONSE TO PUBLICITYThe following sections detail data Madonna Events discovered through surveys and event observation. Madonna Events conducted two surveys for the Love Out Loud event: A preliminary survey of 53 students A survey at the event of 33 attendants (both students and non-students)</p> <p>PRELIMINARY SURVEYWe conducted a preliminary survey in the Robert E. Kennedy library and the Cal Poly University Union on Feb. 17 and 23. We surveyed a random sample of 53 students. As illustrated in Figure 2 at right, more students had not heard of the event than had. We wanted to use the survey to also find out how the students heard about the event. With this information, Madonna Events can judge which publicity attempts succeeded and which need improvement. We encouraged students who had heard of the event to select how they heard about the event via a check all that apply question. Figure 3 to the right illustrates the results of this question. Of the 20 who answered, 14 heard about it through social media, 9 through word of mouth, 7 through print advertisements, and 1 through fundraising/events.Figure 2: Over one-third of respondents had heard of the event</p> <p>Figure 3: Most respondents heard of the event through social media and word of mouth</p> <p>4</p> <p>Of the 20 students who had heard of the Love Out Loud event, more students said they would or might attend the event than those who said they would not. Figure 4 to the right illustrates the distribution of their answers. The gender of the students who planned to attend the Love Out Loud event consisted mainly of females. If the students surveyed had not heard of the Love Out Loud event, Madonna Events gave the option to leave their email for more information. 11 of the 33 students unaware of the event wanted to know more.Figure 4: 55% of respondents who knew of event were likely to attend</p> <p>For more statistical findings from the preliminary survey, please see Appendix B.</p> <p>SURVEY OF EVENT ATTENDEESMadonna Events surveyed a random sample of 33 attendees at the Feb. 26 Love Out Loud show. Figure 5 to the right illustrates the gender distribution of event attendees. As in the preliminary survey, we found that the majori...</p>