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Executive SummaryMissouri State University’s Department of Media Journalism and Film is one of the best comprehensive filmmaking and media production programs in the Mid-west. The film and media department seeks to educate students about the art of storytelling and gives them hands on experience working with the most current, industry-standard equipment and software. The students in the department of Media, Journalism and Film regularly win national and regional awards.

The Department of Media, Journalism and Film’s most recent project is the Show-Me Chefs mini-series. This reality-show cooking competition features lo-cal chefs and culinary arts students who face-off to cook great dishes, highlight certain ingredients, promote locally grown and produced food and entertain viewers. Production for this series began during the 2015 spring semester and will continue through the summer until the show airs on KOZL-TV in fall 2015. The show will be hosted, directed, and produced by students and alumni from the MSU Department of Media, Journalism and Film. Show-Me Chefs gives students an opportunity to gain hands on production experience but it also is partnering with 319 Event Center, KOZL-TV, Farmers Market of the Ozarks and Mama Jean’s Natural Market to highlight organic and sustainable food organizations in the Ozarks.

Show-Me Chefs has also partnered with Care to Learn, a nonprofit organization in the Ozarks that provides children with basic, essential needs in the areas of health, hunger and hygiene. By helping to meet these needs, Care to Learn is helping to ensure that children come to school prepared to learn. The Show-Me Chefs Showcase is a fundraising dinner being held by the department of Media, Journalism and Film that will raise money and awareness for this essential organi-zation.

This Proposal will focus on the three audiences who are connected to the suc-cess of the Show-Me Chef Showcase: (1) donors who purchase tickets for the Showcase, (2) the media and businesses who agree to donate to and promote the event and (3) the stakeholders of the event which includes the department of Media, Journalism and Film and Care to Learn and the cast and production team of the Show-Me Chefs show.

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IntroductionWe have an opportunity......to showcase Missouri State University’s talented students while helping two great causes! An event with such grand fundraising and promotional goals as the Show-Me Chefs Showcase requires equally grand planning. With planning pro-vided by Alexandra Penner, Elijah Kleinsmith, and Sarah O’Toole, producers and directors can concentrate on their art resting assured a detailed plan is support-ing their goals to reach every-larger audiences once implimented.

While looking through this proposal, I would like to draw your attention to two very important distinquishing elements of our plan: 1) attention to detail through brand standards and thoughtful tactics, and 2) flexibility by design – all elements of the plan are broken down into functioning parts that can be edited in native formats.

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Overview of GoalTo promote the Show-Me Chef Showcase to the Springfield-Branson area in an exciting and strategic way in order to (1) raise awareness for the Me-dia, Journalism and Film Department at Missouri State University, (2) raise money for Care to Learn and (3) showcase the talents of local chefs at a fundraising event.

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The ShowcaseThe Show-Me Chef Showcase is a multi-course, fine dining, high-class event hosted like a people’s choice award show. The Showcase will allow guests to sample the cooking talent of 8 of Springfield’s most talented Chefs as well as donate to a cause that helps feed school children in the Ozarks.

The Showcase will take place at 319 Downtown. Admission into the Show-case will help fund the department of Media, Journalism and Film and donation opportunities at the event will allow for contributions to be made to Care to Learn. The event will include:

Donation opportunities:• Selling DVDs and merchandise• Selling Show-Me Chef aprons• Selling Show-Me Chef recipe books• Silent auction • Souvenir cup with show-Me Chef logo and discounted refills

Social Media opportunities:• Live tweet of the event • Care to Learn promotional photo opportunity

Entertainment opportunities:• Live music from provided by Branson performers• Bartending tricks

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Objectives, Strategies, & TacticsOur team has developed the following objectives to complete in partner-ship with the department of Media, Journalism and Film to direct us to-wards the achievement of the overall goal.

Objective 1: To obtain 20 positive traditional media impressions before, during and after the Show-Me Chef Showcase by November 1, 2015.

Strategy 1: Collaborate with local newspapers to provide information to the Springfield community about (1) what Show-Me Chefs is and how it is benefiting local organizations such as the Farmers Market and Care to Learn, (2) why they should support these organizations and pay for a ticket to attend the Show-Me Chef Show Case, and (3) the final contri-bution that Show-Me Chef was able to make to Care to Learn from the Showcase event.

Tactic 1.1: deliver press releases to 4 local newspapers in the Springfield area describing the show and its connection to the com-munity. Tactic 1.2: distribute 2 media passes to local newspapers who have agreed to participate in covering the Showcase with 1 follow up phone call. Tactic 1.3: compile results of the Showcase and the donations raised and send a press release to 4local newspapers to display the success of the Show-Me Chef Showcase in raising money for Care to Learn. Tactic 1.4: distribute an electronic media zip file to local newspapers containing relevant photo, video, logos and press releases.

Strategy 2: Collaborate with local television stations to show the Springfield community (1) the personalities associated with Show-Me Chefs, (2) invite viewers to interact with the chefs at the Showcase event, and (3) advocate for donations to Care to Learn.

Tactic 2.1: deliver a press release to Stephanie Ashley at Ozarks Live which proposes collaboration between their show and a Show-Me Chef.

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Objectives, Strategies, & TacticsTactic 2.2: deliver a press release to KY3 which proposes a segment on Taste of the Ozarks that features a Show-Me Chef cooking a rec-ipe to make at home. Tactic 2.3: distribute an electronic media zip file to local television stations containing relevant photo, video, logos and press releases.

Strategy 3: Collaborate with local radio stations to host an on air inter-view that encourages listeners to watch Show-Me Chefs as it airs each week, attend the Showcase and raise awareness for Care to Learn.

Tactic 3.1: distribute 3 PSAs, 15, 30, 45 seconds, to the 3 main local radio corporations describing the Show-Me Chefs Showcase.Tactic 3.2: recruit an intern or producer of Show-Me Chefs to inter-view.Tactic 3.3: provide the interviewee with a press sheet which clearly states a main message and primary talking points to include during the interview. Tactic 3.4: distribute an electronic media zip file to local radio sta-tions containing relevant photo, video, logos and press releases.

Objectives 2: to distribute promotional material as describe in the objec-tives and strategies already listed by the date described in the schedule.

Strategy 1: designing promotional materials will help promote the Show-Me Chef Showcase and provide a visual element that encourages the audience to participate with the show by purchasing tickets or do-nating to Care to Learn.

Tactic 1.1: developed a promotional fire side chat video that includs Cliff Smart describing the elegance of the Show-Me Chef Show-case.Tactic 1.2: develop a promotional poster advertising the Show-Me Chef Showcase.Tactic 1.3: develop invitations to distribute inviting guests to the Show-Me Chef Showcase.Tactic 1.4: develop recipe cards to distribute at community aware-

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Objectives, Strategies, & Tacticsness event booths for additional community engagement.agree to distribute promotional material, allow for awareness events at their location or donate to the Showcase event by July, 2015. The following budget (Table 1.1) has been complied to deter-mine the total cost of the objectives listed in section 5.0

Objective 3: To generate support for the Show-Me Chef Showcase in the Springfield community by expanding partnership with the 5 current organi-zations and 10 new organizations who agree to distribute promotional ma-terial, allow for awareness events at their location or donate to the Show-case event by July 1, 2015.

Strategy 1: Obtaining community partners who allow their location to be used by Show-Me Chefs to promote the Showcase broadens the reach promotion materials will have and helps insure that information is being given to community members who already have ties with Show-Me Chef’s partners.

Tactic 1.1: approach downtown organizations and request permis-sion to hang flyers and place brochures in their organization. Tactic 1.2: distribute promotional material to participating organiza-tions.

Strategy 2: Hosting awareness booths at already partnering organiza-tions will allow show-me chefs to reach their most engaging and al-ready interested audience.

Tactic 1.1: contact Doug Pitt requesting permission to attend Care to Learn’s summer events to host a booth and distribute promo-tional material for the Show-Me Chef Showcase.Tactic 1.2: contact the Farmers Market requesting permission to host a booth and distribute promotional materials for the Show-Me Chef Showcase.Tactic 1.3: contact Mama Jeans requesting permission to host a booth and distribute promotional materials for the Show-Me Chef Showcase.

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Budget

Please note the professionals who prepared this proposal are donating the cost of labor.

Table 1.1

Description Cost Count Total

Recipe Cards $30 100 $30.00

Invitations $52 150 $82.00

Posters $50 20 $132.00

Event Tickets Free – Digital As needed $132.00

Media Packet Free – Digital As needed $132.00

News Releases Free – Digital As needed $132.00

Postage & Envelopes $76.80 150 $208.80

Banner for Booth $20 1 $228.80

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ScheduleThe following schedule (Table 1.2) has been developed to help ensure the completion of each objective listed in 5.0 Objectives, Strategies & Tactics. This schedule will change as seen fit by the professionals who prepared this document.

Table 1.2

June July August September November

PSA Delivery

Send .zip

Community

Posters

Invitations

Media Pass

Booth Prep

Event Roles

Evaluation

Initial news release goes out August 15th.

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EvaluationOur evaluation rests on three criteria: objectives, budget, and schedule. To evaluate our objectives, we will assess if the objectives were met, to the ex-tent they were are were not met, and whether or not tactics were complet-ed on schedule. We will also be evaluated on the extent that our budget was maintained.

Social media analytics will be recorded via Facebook Analytics and Twitter Activity Tracker to analyze online impact. The website will also track visitors through Google Analytics.

Successful fundraising: $10,000 total.

Successful attendence:100 - 250. 100 paid tickets minimum.

Successful online presence: Facebook – 200 “Yes” RSVPs on event page.

Twitter – 150% increase in followers month of event, 30+ active inter-actions during event.Website – 150% total average traffic increase.

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QualificationsAlexandra Penner is an undergraduate student at Mis-souri State University. She will be graduating in 2015 with a Bachelor of Science in Public Relations and a Bachelor of Science in Professional Writing, along with a distinction in Public Affairs. Alexandra has a strong interest in helping orga-

nizations and business build relationship with their public through written communication, both print and online. Alexandra has written a variety of technical documents including: brochures, instructions, webpages, memo-randums, press releases, fact sheets and proposals.

Elijah Kleinsmith is a senior studying public relations and technical writing at Missouri State University. He current-ly serves as the Vice President of Account Services for Opal Agency, a student led and run advertising agency on MSU’s campus; and, it was recently announced that he will be taking

over as the first ever President at the end of Spring 2015. He continues to work as a Communications Volunteer for the American Red Cross, Great-er Ozarks Chapter where he does disaster and non-disaster social media maintenence, website maintenence and writing, as well as video produc-tion and other graphic design/promotional work for the local branch.

Sarah O’Toole is a senior Public Relations major that loves special event planning. She has worked at Dickerson Park Zoo on their largest event, Spooktacular, as the event intern. She has also worked at World Bird Sanctuary as the event and ed-

ucation intern. There, she worked on events highlighting the hiking trails at the organization. Sarah was also the editor for the Springfield Report, giv-ing her experience working with news style writing. Sarah will be interning for Midwest Family Broadcast in the fall for experience in radio promotion.

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Terms & ConditionsThis contract confirms the agreement to commence and complete this project by the undersigned parties. This project will be completed by the following communications team: Alexandra Penner, Sarah O’Toole, and Elijah Kleinsmith, in accordance with a course requirement from COM 439 - Public Relations Techniques and Cases during the Spring 2015 semester at Missouri State University.

Show-Me Chefs will monitor and direct the execution of this event and all promotions involved.

Following presentation of this proposal, all ideas and developed materials are open access and free to use by any of the parties involved, either alone or in addition to other content Show-Me Chef may decide to incorporate.

_____________________________ ____________Alexandra Penner Date

______________________________ ______________Elijah Kleinsmith Date

_____________________________ _____________Sarah O’Toole Date

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ConclusionThis plan is unique...

We offer you not only a plan that looks good on the sur-face, but one that is backed up with detailed-oriented or-ganization that allows anyone to pick-up this plan and be-gin promoting the event in no time!

Consistency – You have brand standards. We have brand stan-dards. As Steve Jobs said, “Details matter.” No part of our Show-case brand is without cause; the darker red trimming is in the same family as the original Show-Me Chefs red, but offers a high-culture feel. This surrounds the central theme and backbone to the event which is localism (shown with the farmers market food). Finally, the subtle (and matching typography) “Show-Me Chefs Showcase” logo sticks with the original intent of the “Show-Me Chefs” logo while also using the oringial design to feature an appealing and consice message: it is an event.

Flexibility, by design – Because our plan is built in fully-built parts, rather than drawn together draft after draft, our plan allows chang-es to be made at any level – large or small. All image files have been saved in .psd format and organized in an image folder acc-essable via a link available at the end of this proposal; similarly, all documents are saved seperately in their respective formats (.indd, .docx, .txt, etc.) as well as all templates, including letterhead.

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AppendixPost-event news release –

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AppendixPre-event news release –

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AppendixPublic Service Announcements –

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AppendixMessage and talking points –

Central Message: Show-Me Chefs Showcase is a local-centered cooking event featuring a live show to be aired on KOZL-TV with the goal of raising money for the Media, Journalism, and Film Department at Missouri State University and Springfield’s Care to Learn.

Talking Points:

- All food features local ingredients.- Every chef is local.- 319 Downtown Event Center is major sponsor.- Website is ShowMeChefs.net

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AppendixInvitation (front of uneven trifold design) –

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AppendixInvitation (inside of uneven trifold design) –

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AppendixSocial media plan –

The social media plan centers around Facebook promotion through an event page and Twitter engagement with high-profile guests and others, especially during the event.

Facebook Event Page

Complete Social Media Builder Filebit.ly/showmesocialmedia

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AppendixSocial media plan (continued) –

Photo Booth

A photo booth at the event will require a full-time social media manager to pro-mote the different faces of the event. This is similar to Springfield Newsleader’s out on the town photo sets.

Full-Time Social Media Manager

We strongly recommend recuriting a full-time social media manager (someone willing to volunteer or work for credit) in order to best promote the event through Facebook and Twitter. This role becomes especially important as the event draws closer and media outlets start reporting. This role is essential for live-tweeting and promoting at the event.

TweetLift

We recommend utilizing TweetLift’s data-driven consumer insights to boost fol-lowing and engagement on Twitter. Begin one-month prior to event to utilize full free-trial. Shortcut to website inlcuded in Showcase Social Media Builder File.

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AppendixPoster (11” x 14”) –

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AppendixRecipe cards (3” x 5”) –

Not shown to scale.

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AppendixMedia List –

John Kimmons, Midwest Family Broadcast (417) 886-5677

Sarah McMillan, Hiland Springs Country Club Social Media/Events

417 Magazine Katie Pollock Estes, Editor, 417.883.7417 online story submission

KY3 417-268-3200, online story submission

NewsLeader, Paul Berry, Executive Editor, 417.836.111 pberry@news-leader.com

Stephanie Ashley Ozarks Live! 417-862-6397 KOZL

KSMU Scott Harvey News Director & Content Coordinator 417-836-4751

KRBK-TV 417.522.0020

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AppendixDonation explanation –

Donations for this event will go to both the Media, Journalism, and Film Department at Missouri State University and Care to Learn. The Media, Journalism, and Film Department created Show-Me Chefs, which is pro-duced by students at Missouri State University. Care to Learn, with roots in education, is a cause that is important to many at Missouri State University and in the department.

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AppendixDigital media packet –

bit.ly/ShowMeMedia

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AppendixAll the digital resources you may need to make this project succeed –

bit.ly/ShowMeSupport