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C a r o l i n a PR
Contact Information
9822 Greenville Boulevard
(252) 555 5288
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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