LOL Publicity Analysis

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

Text of LOL Publicity Analysis

Improving Publicity for Love Out Loud 2012

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

March 9, 2011

To: From:

Ms. Kristi Vail Ms. Stephanie Moore Ms. Samantha Reynard Ms. Alyssa Santos March 9, 2011 Recommended publicity improvements for Love Out Loud 2012

Date: Subject:

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.

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 & 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

TABLE OF CONTENTS

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

TABLE OF FIGURES

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.

CURRENT PUBLICITYThe 2011 coordinators utilized new media, print media, and other media to publicize the campaign and show.

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.

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

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

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remaining social media networks include the following numbers of followers, subscribers, or comments: YouTube: 2 Flickr: 0 Twitter: 11 Blogspot: 6

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.

Campaign WebsiteThe Digital Media & 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

PRINT MEDIAWithin the scope of print media, the 2011 coordinators used print advertisements, press releases, and an article in the school newspaper.

Print AdvertisementsBetween Oct. 2010 and Feb. 2011, the Graphic Design Head created several different forms of print advertisement