C a r o l i n a PR

Contact Information

9822 Greenville Boulevard

(252) 555 5288

CarolinaPR@gmail.com

Team Members

Katherine Batchelor

Joe Brantlinger

Schleace Fields

Brittney Jeffries

Walee Vang

TABLE OF CONTENTSRESEARCH

Background...................................................................................................3-4

SWOT Analysis................................................................................................5

ECU Students....................................................................................................6

ECU Faculty......................................................................................................7

Greenville Residents.........................................................................................8

Situation Analysis & Core Problem..................................................................9

ACTION PLANNING

Goals & Objectives.........................................................................................10

Key Publics & Messages...........................................................................11-13

ECU Students..................................................................................................11

ECU Faculty....................................................................................................12

Greenville Citizens.........................................................................................13

Calendar..........................................................................................................14

Budget.............................................................................................................15

COMMUNICATION

Communication Confirmation table..........................................................16-18

EVALUATION

Evaluation..................................................................................................19-20

ACTION PLANNING

Promotional Tactics...................................................................................21-27

1!!

Background

Mission Statement: Uptown Greenville is a nonprofit organization established to develop plans and implement actions necessary to revitalize and to ensure continued growth to the Uptown Business District of Greenville, North Carolina.

Uptown Greenville was established in 1984 and was originally founded as Evergreen of Greenville. In 1994, after a decade of being inactive, Mayor Nancy Jenkins formed a downtown steering committee and revived the organization. This new organization was called Uptown Greenville and it strived !"#$%&'"()#*"+,!"+,#-')),($..)/0#$%12)3

Since its commencement, Uptown Greenville has made remarkable strides in improving the heart of Greenville. One key effort in this improvement was the removal of a huge section of Evans Street which was remodeled into a sidewalk to support businesses and organizations. Uptown Greenville was able to raise $300,000 to fund what is now the Evans Street Mall.

In 1995, The Façade Improvement Grant program partnered up with Uptown Greenville and the City of Greenville to provide funds to business owners to help renovate exteriors in uptown Greenville. Since the program began, it has awarded various businesses with over $200,000 in grant funds resulting in $615,000 in improvements uptown. Due to these renovations, certain businesses of the district have been listed on the National Register of Historic Places. The program also allows properties to qualify for major federal and state rehabilitation taxes.

Uptown Greenville works closely with the community in making decisions about issues such as parking, security, sanitation, landscaping and beautification of the uptown Greenville area. The organization partners up with both public and private organizations to form future concepts and projects to help the district.

45)#"'21,$61!$",/0#+)70$!)#"88)'0#199)00#!"#1#7:0$,)00#*$')9!"';<#91.),*1'#"8#)(),!0<#&5"!"#

21..)'$)0#"8#&'"=)9!0#!5);/ve held, and a parking guide for uptown Greenville. There are also links to community and redevelopment resources, news articles, and a history of the company. If $,!)')0!)*#$,#0:&&"'!$,2#>&!"+,/0#%$00$",<#",)#%1;#1.0"#0$2,#:&#!"#7)9"%)#1#member of Uptown Greenville. Members help support programs and events, increase awareness, and aid in developing and revitalizing t5)#>&!"+,#*$0!'$9!3##>&!"+,/0#+)70$!)#"88)'0#1#951,9)#!"#0!1;#connected through e-mails with updates on events and volunteer opportunities.

Various events are held throughout the year. ?"%)#"8#>&!"+,/0#%"0!#&"&:.1'#)(),!0#include Freeboot Fridays, PirateFest, Summer Concert Series, Uptown Umbrella Market, the 1,,:1.#@":'!5#"8#A:.;#B).)7'1!$",#1,*#A1;9))/0#B5'$0!%10#C1'1*)3##

The First Friday ArtWalk occurs every first Friday of every month. It is a self-guided tour of uptown art galleries, restaurants, and retail. This is a great opportunity to meet and experience local artists, cuisine, and sights. The Greenville Jolly Trolley is a service offered during the ArtWalk for participants who wish to ride along the tour.

2!!

Freeboot Friday was started in 2000. This free event has become a community tradition

and takes place every Friday before an ECU home football game. The event provides live music,

food and drinks, arts and crafts, and an inflatable Pirate Ship ride for the kids.

The Umbrella Market is held every Wednesday from May through August. The market

features locally grown produce and Artisan crafts, as well as live music. The Umbrella Market

gives the local Greenville community an opportunity to gather together and enjoy eclectic

amenities. It is a great event for all age groups and promotes creativity within the community

and local businesses.

For more information on Uptown Greenville visit uptowngreenville.com or call (252) 561-8400.

Strengths

• Partnership with various local

restaurants to offer discounts • Close proximity to ECU campus,

accessible to students• Events cater to all age groups• Very active in community, constantly

having events

Weaknesses

• Little awareness of organization

amongst student population• Little awareness of ArtWalk amongst the

Greenville community• Not a lot of local community sponsors

for ArtWalk• Organization’s budget

Opportunities

• Gain sponsors for ArtWalk event• Increase awareness of ArtWalk event

amongst local Greenville community

and ECU students• Increase awareness of Uptown

organization to local Greenville

community and ECU students• Closing down main roads for more

designated event space

Threats

• Financial restraints with some

accommodations for ArtWalk• Weather conditions• Event occupancy not being enough to

yield profit• ECU school schedule, students leave

during the holidays and summers

SWOT Analysis

ECU Students: With nearly 28,000 students in walking distance of the downtown area, East

Carolina’s student population is one of Uptown’s main key publics. The majority of Uptown’s

events take place just blocks away from campus where there are students living on and off

campus that are always looking for a new experience. Some demographics for the ECU students

are lower to middle class, ages 18-27, some live on ECU campus, others live in nearby apartment

complexes, some have cars, while others use the public transportation provided by ECU and the

city of Greenville.

Current Relationship: Even though Uptown is close in proximity to ECU’s campus, not a lot of

students are aware of all the events that Uptown provides for the Greenville community. While

some students are aware of the organization itself, they may not be aware of the charitable work

that Uptown does for the community. Student attendance rates for Uptown events vary; events

with the highest volume of student attendance are Freeboot Friday and Uptown Umbrella

Market. Uptown’s ArtWalk event has the lowest volume of student attendance. If Uptown came

up with an effective way to reach ECU’s freshman and sophomores they could create a long

lasting relationship with the students early in their college careers.

Influential: Friends, fellow ECU students, ECU faculty and staff members, and their parents.

Self-Interest: If students were to get involved and attend Uptown’s events, it could instill a sense

of pride for their community. Many of Uptown’s events such as; Freeboot Friday and ArtWalk,

offer a chance to experience local bands, food, artists, and businesses. Events like those can give

students change of scenery from the usual college hard core partying weekends to a calm,

relaxing, cultured , and family friendly atmosphere.

East Carolina University Faculty and Staff: The ECU faculty and staff makes up a significant

percentage of the Greenville population. Most staff members can also be categorized under

Greenville’s local population as well. Some of the demographics that characterizes the ECU

faculty and staff are middle class men and women, with age ranging anywhere from 25-65. ECU

faculty and staff are considered one of Uptown’s key publics because of their direct influence

and access to the organization and their events.

Current Relationship: The ECU faculty and staff maintain a good relationship with Uptown.

Some professors attend their events regularly and also encourage their students to do the same.

Some professors even have short public service announcements during class time about

upcoming Uptown events.

Influential: ECU media (The East Carolinian)

Self-Interest: The faculty and staff find Uptown’s events as a fun, convenient, and affordable

way to spend their free time. Most faculty and staff who attend the events bring their families

along as well.

Greenville Citizens: The current local Greenville population is about 86,000. Compared to

bigger cities, Greenville is somewhat smaller. Having a smaller population can enhance the sense

of pride in a community; it brings a certain closeness between citizens. This is the case for the

Greenville community. Uptown is a non-profit organization that was created by a local

Greenville resident, Bianca Shoneman, who has a great sense of pride in her community and

loves to exert charitable work to help out her fellow residents.

Current Relationships: Uptown’s relationship with the local Greenville community is the

strongest out of all of their key publics. Uptown’s organization and everything that it stands for

was built with the well-being of the local Greenville population in mind. Students and staff come

and go throughout the years; the local Greenville citizens are the backbone of this community.

Ultimately, the organization is there to cater to them.

Influential: Local business owners, students, and fellow Greenville citizens (neighbors, friends,

family, etc.)

Self-Interest: Greenville citizens have direct access to all of the events and amenities that

Uptown has to offer. They can come out, enjoy themselves, and have a good time in an

affordable way. Some events such as Art Walk can also be a learning experience. Greenville

natives can learn about the origin of their hometown or learn about local upcoming artists.

Situation Analysis and Core Problem

Situation Analysis: One of the biggest issues for Uptown is awareness amongst the student

population. !"#$%&'()&*+,-%#+*&./%&0#%&01&)2+03#4*&5%6&2,78"$*, it is essential that they are

aware of the organization and its events. ECU students are very unaware of the Uptown ArtWalk

in particular. There could be various components contributing to the poor turnout rate for

ArtWalk, but one of the key factors that play a role in the unawareness is lack of advertising,

especially around the ECU campus. Another issue for Uptown is the lack of sponsors for the

ArtWalk event. This is because not a lot of local business owners are aware that there is an event

within the community that needs sponsors.

Core Problem/Opportunity Statement: )2+03#4*&$0/%&2/078%9&"*&8.$5&01&.3./%#%**&.#-&*20#*0/*&

for its ArtWalk event. We can increase both of these components by heavy advertising of the

ArtWalk event through various media outlets such as social networking, ads, and news releases.

Goals and Objectives

Goal:

• To continue Uptown Greenville’s growth, and enrich the relationships and knowledge of

Uptown First Friday Artwalk among students, faculty, and local Greenville residents.

Objectives:

• To increase awareness of Uptown Artwalk among key publics by 60% by March 2013.

• To increase participation of Uptown Artwalk by 30% May 2013.

• To increase the overall understanding of what Uptown Artwalk is and what there is to do

at the event among key publics 60% by April 2013.

ECU Students: With nearly 28,000 students in walking distance of the downtown area, East

Carolina’s student population is one of Uptown’s main key publics. The majority of Uptown’s

events take place just blocks away from campus where there are students living on and off

campus that are always looking for a new experience. Some demographics for the ECU students

are lower to middle class, ages 18-27, some live on ECU campus, others live in nearby apartment

complexes, some have cars, while others use the public transportation provided by ECU and the

city of Greenville.

Primary Message: Enjoy a new and fun experience at Uptown’s ArtWalk!

Secondary Messages:

- ArtWalk is close to ECU campus, located in the very popular Uptown Greenville area.

Catch a FREE ride at the Jolly Trolley stop in front of the Jenkins Art building on ECU

Campus.

- ArtWalk promises a mixture of students and local residents from Greenville and

surrounding areas.

- ArtWalk is sponsored by a variety of Uptown Greenville’s participating restaurants,

galleries, and retail stores. Enjoy free food sampling, arts and crafts, and adult

beverages for those 21 and older!

Strategies:

- Target ECU students and inform them about the December 7th Uptown Greenville

ArtWalk event.

Tactics:

- Made and distributed candy packages containing information about the December 7th

ArtWalk to students across campus.

- Sent out a press release to The Daily Reflector and The East Carolinian.

- Made and distributed ArtWalk fliers on campus.

- Created a Facebook page for Uptown Greenville

- Designed a promotional ArtWalk t-shirt.

- Created and sent a radio news release to Pirate Radio 1250AM.

ECU Faculty: The ECU faculty and staff makes up a significant percentage of the Greenville

population. Most staff members can also be categorized under Greenville’s local population as

well. Some of the demographics that characterizes the ECU faculty and staff are middle class

men and women, with age ranging anywhere from 25-65. ECU faculty and staff are considered

one of Uptown’s key publics because of their direct influence and access to the organization and

their events.

Primary Message: Come participate in an Uptown Greenville event to relax and enjoy what the

community has to offer after a hectic work week.

Secondary Messages:

- ArtWalk can become a regular highlight on your social calendar! Bring your family and

enjoy a self-guided tour of galleries, restaurant, and retail stores in Uptown Greenville.

Meet local artists and enjoy the participating venues.

- ArtWalk is in very close proximity of ECU’s campus, located in the heart of Uptown

Greenville. Catch a free ride at one of the Jolly Trolley stops right outside of the Jenkins

Art building on ECU’s campus.

Strategies:

- Increase ECU faculty attendance and participation with ArtWalk by raising awareness

about the December 7th event.

Tactics:

- Made and distributed ArtWalk fliers on campus.

- Designed a promotional ArtWalk t-shirt.

- Created and sent a radio news release to Pirate Radio 1250AM.

- Sent out a press release to The East Carolinian and The Daily Reflector.

Greenville Citizens: The current local Greenville population is about 86,000. Compared to

bigger cities, Greenville is somewhat smaller. Having a smaller population can enhance the sense

of pride in a community; it brings a certain closeness between citizens. This is the case for the

Greenville community. Uptown is a non-profit organization that was created by a local

Greenville resident, Bianca Shoneman, who has a great sense of pride in her community and

loves to exert charitable work to help out her fellow residents.

Primary Message: Participate with and support local residents in your community in a fun family

atmosphere that promises to include a large variety of activities and things to do for all ages.

Secondary Messages:

- ArtWalk is a family friendly atmosphere for everyone to enjoy. Come visit galleries you

may have never known existed, and see the variety of restaurants you can bring family

and friends to.

- Uptown ArtWalk is a safe, self-guided event. If you don’t feel like walking, take the

Jolly Trolley and relax! There are five different stops on the route, so you choose where

you get off and explore.

- Uptown ArtWalk is entirely free for the public.

- Local residents from Greenville and surrounding areas will appreciate your presence as

they show off their hard work!

Strategies:

- Increase local Greenville residences participation and attendance for Uptown

Greenville’s ArtWalk.

Tactics:

- Designed a promotional ArtWalk t-shirt.

- Created and sent a radio news release to Pirate Radio 1250AM.

- Sent out a press release to The Daily Reflector.

Uptown Greenville ArtWalk EventUptown Greenville ArtWalk EventUptown Greenville ArtWalk EventUptown Greenville ArtWalk Event Dates

6 Months Public Relations Campaign Plan6 Months Public Relations Campaign Plan6 Months Public Relations Campaign Plan6 Months Public Relations Campaign Plan6 Months Public Relations Campaign Plan

AUG '12 Sept '12 Oct '12 Nov '12

Tactics

Make/ distribute candy packages to studentsMake/ distribute candy packages to studentsMake/ distribute candy packages to studentsMake/ distribute candy packages to studentsMake/ distribute candy packages to students 10/15 10/19Press Release to Daily Reflector and WITNPress Release to Daily Reflector and WITNPress Release to Daily Reflector and WITNPress Release to Daily Reflector and WITNPress Release to Daily Reflector and WITN 10/31 11/1

Make/ Distribute fliersMake/ Distribute fliersMake/ Distribute fliers 11/8 11/9

Create Facebook Page for ArtWalkCreate Facebook Page for ArtWalkCreate Facebook Page for ArtWalkCreate Facebook Page for ArtWalk 11/7

Design T-shirtDesign T-shirt 11/12

Create/distribute brochuresCreate/distribute brochuresCreate/distribute brochures 11/15 -- 11/29

Radio News Release to Pirate Radio 1250AMRadio News Release to Pirate Radio 1250AMRadio News Release to Pirate Radio 1250AMRadio News Release to Pirate Radio 1250AMRadio News Release to Pirate Radio 1250AM 11/15

Detail Per Item CostPer Item Cost Total Key PublicKey Public ECU StudentsECU StudentsStrategy Increase Awareness AwarenessTactics Candy BagsCandy Bags Buy CandyBuy Candy $10 $10

Ziplock bagsZiplock bags $1 $1Paper insertsPaper inserts $1 $1

Facebook pageFacebook page Website setupWebsite setup $0 $0T-shirts Production FeeProduction Fee $45 $45Fliers Color PaperColor Paper $0 $0

Strategy SubtotalStrategy Subtotal $57 $57Key PublicKey Public Greenville CommunityGreenville CommunityGreenville CommunityStrategy Increase AttendanceIncrease AttendanceIncrease AttendanceTactics Pass out brochures in areaPass out brochures in areaPass out brochures in area Colored PaperColored Paper $5 $5

Press Relase to WITN and Daily ReflectorPress Relase to WITN and Daily ReflectorPress Relase to WITN and Daily ReflectorPress Relase to WITN and Daily Reflector Post in local paperPost in local paper $0 $0Strategy SubtotalStrategy Subtotal $5 $5

Key PublicKey Public Faculty & StaffFaculty & StaffStrategy Increase participationIncrease participationIncrease participationTactics Radio News Release to Pirate RadioRadio News Release to Pirate RadioRadio News Release to Pirate RadioSend to radio stationSend to radio stationSend to radio station $0 $0

Press Release to East CarolinianPress Release to East CarolinianPress Release to East CarolinianPost in school paperPost in school paper $0 $0Strategy SubtotalStrategy Subtotal $0 $0

Key

Public

Self-interests Primary

Message

Influentials Objectives Strategies Tactics

ECU Students

If students were to get involved and attend Uptown’s events, it could instill a sense of pride for their community. Many of Uptown’s events such as; Freeboot Friday and ArtWalk, offer a chance to experience local bands, food, artists, and businesses. Events like those can give students change of scenery from the usual college hard core partying weekends to a calm, relaxing, cultured , and family friendly atmosphere.

Enjoy a new and

fun experience

at Uptown’s

ArtWalk!

Friends, fellow

ECU students,

ECU faculty and

staff members,

and their

parents.

- To increase

awareness of

Uptown

Greenville Art

Walk among

key publics by

60% by March

2013.

- To increase

participation of

ArtWalk by

30% by May

2013.

- To increase the

overall

understanding

of what Art

Walk is about

and what there

is to do at the

event among

key publics by

60% by April

2013.

Target ECU

students and

inform them

about the

December 7th

Uptown

Greenville

ArtWalk event.

- Made and distributed candy packages containing information about the December 7th Art Walk to students across campus.

- Made and distributed Art Walk fliers on campus and in downtown area.

- Created a Facebook page for Uptown Greenville/ArtWalk.

- Designed a promotional Art Walk t-shirt.

- Created and sent a radio news release to Pirate Radio 1250AM.

Key

Public

Self-interests Primary

Message

Influentials Objectives Strategies Tactics

ECU Faculty

The faculty and

staff find

Uptown’s events

as a fun,

convenient, and

affordable way

to spend their

free time. Most

faculty and staff

who attend the

events bring

their families

along as well.

Participate in an

Uptown

Greenville event

to support the

community and

see what the

organization has

to offer!

Local media,

Colleagues,

family members,

ECU students.

- To increase

awareness of

Uptown

Greenville

ArtWalk

among key

publics by

60% by March

2013.

- To increase

participation of

ArtWalk by

30% by May

2013.

- To increase the

overall

understanding

of what

ArtWalk is

about and what

there is to do at

the event

among key

publics by

60% by April

2013.

Increase ECU

faculty

attendance and

participation

with ArtWalk by

raising

awareness about

the December

7th event.

- Made and

distributed

ArtWalk fliers

on campus and

in downtown

area.

- Designed a

promotional

ArtWalk t-

shirt.

- Created and

sent a radio

news release to

Pirate Radio

1250AM.

Key

Public

Self-interests Primary

Message

Influentials Objectives Strategies Tactics

Greenville

citizens

Greenville

citizens have

direct access to

all of the events

and amenities

that Uptown has

to offer. They

can come out,

enjoy

themselves, and

have a good

time in an

affordable way.

Some events

such as Art Walk

can also be a

learning

experience.

Greenville

natives can learn

about the origin

of their

hometown or

learn about local

upcoming

artists.

Participate with

and support

local residents in

your community

in a fun family

atmosphere that

includes a

variety of

activities for all

ages.

Local business

owners,

students, and

fellow

Greenville

citizens

(neighbors,

friends, family,

etc.)

- To increase

awareness of

Uptown

Greenville

ArtWalk

among key

publics by

60% by March

2013.

- To increase

participation of

ArtWalk by

30% by May

2013.

- To increase the

overall

understanding

of what

ArtWalk is

about and what

there is to do at

the event

among key

publics by

60% by April

2013.

Increase local

Greenville

residences

attendance for

Uptown

Greenville’s

ArtWalk.

- Designed a

promotional

ArtWalk t-

shirt.

- Created and

sent a radio

news release to

Pirate Radio

1250AM.

- Made and

distributed

ArtWalk fliers

on campus and

in downtown

area.

Evaluation

Goal:

• To continue Uptown Greenville’s growth and enrich the relationship and knowledge of

the First Friday ArtWalk among students, faculty and local Greenville residents.

Objectives:

• To increase awareness of Uptown ArtWalk among key publics by 60% by March 2013.

• To increase participation of Uptown ArtWalk by 30% by May 2013.

• To increase the overall understanding of what Uptown ArtWalk is about and what there is

to do at the event among key publics by 60% by April 2013.

Criteria:

• We decided to evaluate the tactics that we have done to improve participation at Uptown

Greenville’s ArtWalk. We created a Facebook page, t-shirt design, flyer, radio new script,

update ArtWalk webpage, candy packages and create a commercial video. In our goals

and objectives we are aiming to see improvement by spring of 2013. Based on the tactics

that we have chosen we are positive that the awareness, participation and overall

understanding of Uptown Greenville’s ArtWalk will increase.

Artwalk Tactic Evaluations

Candy packages

We made small candy packages with information about ArtWalk attached to it. We passed out all

of the candy packages around campus. This tactic was a great promotional tool because people

love candy so they will take the candy packages and read the ArtWalk information inside. This

way they will know about the Uptown Greenville ArtWalk events.

Facebook page

We have created an Uptown Greenville ArtWalk Facebook page to help promote the event and

increase the participation. This will allow people to learn more about ArtWalk and its purpose.

Facebook is one of the top social networking websites out right now, so it is a great resource to

get free promotion. The people who like the page will have automatic updates to upcoming

events and photos from the events that they have missed. This will help our key publics keep up

with the evolution of ArtWalk.

T-Shirts

We created a t-shirt design that will stand out and catch the attention of our key publics. T-shirts

are a great promotional device, because it is effortless. You just wear it. The t-shirts would be

worn by ECU students, because they would promote ArtWalk faster than any other key public.

Students wear t-shirts every day to class.

Flyer

We made a flyer with all of ArtWalk’s information on it and we can hand them out to our key

publics and post them around Greenville and ECU’s campus. Flyers have always been a great

promotional tool, because you can post them anywhere. The more flyers that are posted and

passed out the greater chance that ArtWalk’s participation will increase.

Radio News Release

We wrote a radio news script that would be read on campus radio stations and local Greenville

stations. This will get the word out, because people will hear about ArtWalk by just riding in

their cars. A radio news script could be a reminder to our key publics that an event is coming up.

Updating Artwalk Webpage

The ArtWalk webpage link was broken and no one could see the information about ArtWalk. So

we are fixing the page so that viewers will know about upcoming events. We are updating the

photos and making sure that the purpose is clear to readers.

!

Contact: Carolina PRPhone 757-303-9503

Press ReleaseUptown Greenville’s First Friday ArtWalk Event

GEENVILLE, NC – 11/1/2012

Friday, November 2nd, from 6pm-9pm Uptown Greenville will be presenting their

monthly ArtWalk event. Come out and enjoy a self-guided tour around the Uptown

Greenville district with your family and friends. Visit participating galleries,

restaurants, and retailers in the surrounding area. Uptown has many amenities for the

ArtWalk event such as; food discounts, upcoming local artists and their works, and

much more. ArtWalk is a creative yet affordable way to familiarize yourself with the

Uptown Greenville district.

For more information visit www.facebook.com/UptownGreenvillesArtWalk

###

FOR IMMEDIATE

RELEASE

For Release 9 a.m. EDT, November 1, 2012

CAROLINA PUBLIC RELATIONS

RADIO NEWS RELEASE

FOR RELEASE ON NOVEMBER 15, 2012

30 seconds:

Experience ArtWalk Throughout Downtown Greenville

COME CHECK OUT UPTOWN GREENVILLE’S FIRST FRIDAY ARTWALK ON

DECEMBER 7 FROM 6 TO 9 P-M. THIS MONTHLY EVENT TAKES YOU ON A TOUR OF

ART GALLERIES IN THE DOWNTOWN DISTRICT. LOCAL FAVORITES SUCH AS SUP

DOGS AND CHICO’S OFFER SPECIAL DISCOUNTS TO THOSE PARTICIPATING. THE

JOLLY TROLLEY OFFERS A FUN WAY TO TOUR THE DISTRICT WITH THE WHOLE

FAMILY. COME AND EXPERIENCE DOWNTOWN GREENVILLE LIKE YOU NEVER

HAVE BEFORE.

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