Texas Ranger Bicentennial Plan Book by Abigail Klein

Texas Ranger Bicentennial 200th celebration

Advertising plan book

Table of contents 2

executive summary

Target market profiles

3 12 13 14 20 27 30 31 32 1

Situational analysis Objectives

Marketing communication Message strategy

Creative executions Media strategy

Evaluation plan

Future recommendations Appendix

Created by: Abigail Klein, Marissa Marak, Adam Ortiz, Rachel Rose & Hunter Sappington

Executive summary

The Texas Rangers law enforcement agency will be celebrating its bicentennial in 2023 by opening a new museum and would like to host an event for the occasion. While the agency has existed and evolved for almost 200 years, it still faces a public perception issue. Many people still think of the Texas Rangers as a media figure representing the old American West. The Texas Rangers appreciate the heritage they have, but want to establish their image as a modern law enforcement with unchanging values. Doing this requires a large amount of public outreach through various mediums, partnerships with businesses and events that connect people to the Texas Rangers. Social media use is an obvious choice with limited expense, but also, traditional print and radio media will be included. The messages will not only inform the receiver of upcoming events, but will establish an updated public personality and presence for the Texas Rangers.

The museum will have the means to educate more people about the Texas Rangers in much greater depth, solidifying the modern identity alongside the past. Throughout this entire process, data will be collected through means such as surveys to help determine the effectiveness of the messages and events. Monetary estimates for ads and promotional materials have been gathered for review and consideration, along with suggestions for budgeting the specific events. The Texas Rangers are a proud organization with a rich heritage that will continue to grow. There is no better time than the bicentennial to renew their image and start a new chapter in Texas culture.

Events include recognition at a Rangers baseball game, a rodeo, and a barbecue cook-off hosted by the Texas Rangers and the museum. All of these events target a statewide audience, reaching both the local community, but also, large hubs such as Austin. Garnering attention through public presence and events will draw more people to further events, ultimately leading up to the opening of the new museum.

SITUATIONAL ANALYSIS COMPANY ANALYSIS The Texas Rangers were founded in 1823. Originally the rangers protected farms and settlements from a hostile frontier. They have served under five different flags and they have upheld the law for a span of three centuries. Rangers are an iconic symbol within the Lone Star State and many Americans take pride in personal connections to them. The Texas Ranger Hall of Fame and Museum was established in 1964. Since the museum’s creation, “it has grown to include a museum, Texas Ranger company headquarters, State Hall of Fame, library and archives, an educational center serving nonprofits and a banquet facility,” (PR News Wire). Additionally, the mission of this organization is, “to disseminate knowledge and inspire appreciation of the Texas Rangers, a legendary symbol of Texas and the American West; [and] to serve as the principal repository for artifacts and archives relating to the Texas Rangers,” (Ranger Website). Some of the organization’s goals are, “to honor those who have served or are serving in the Texas Rangers; to collect, preserve, and exhibit historical materials relating to the Texas Ranger service; to encourage study and research into the Texas Rangers through a research center,” (Ranger Website). In order to attract more visitors, many museums in the U.S. have realized that they must incorporate technology into their exhibits. “Museums are thus adopting technological and organizational innovations in response to the need to 3

attract new audiences who demand more accessible, original, or varied products - in short - innovativeness,” (Journal of Service Research). The Texas Ranger Hall of Fame and Museum is also looking to add more interactive features when they complete a $30 to $40 million renovation. This will make the museum more marketable to their various target audiences. In planning for the bicentennial, the Texas Ranger Hall of Fame and Museum, will face many challenges. One example is that this event is eight years away, and they are not currently planning for multiple events to promote the bicentennial. Another challenge they will face throughout this process is their budget. Being a nonprofit, they have limited funding. However despite this, the museum has many opportunities moving forward. With the upcoming bicentennial project, this organization has the opportunity to make the museum and its name known on a national and international level through sponsorships.

Consumer ANALYSIS The Texas Ranger Hall of Fame and Museum must focus their marketing on three distinct target audiences. The first are people interested in the history of the Texas Rangers. While the majority of the museum’s visitors come from the state of Texas, many visitors also come from out-of-state and even from other countries. These people are attracted to the Texas Ranger Hall of Fame and Museum because they have heard the history of the Texas Rangers and are intrigued to learn more. These history enthusiasts have most likely frequented the museum on multiple occasions. The second audience the museum must target are senior citizens. From a survey conducted by the Texas Ranger Hall of Fame and Museum in 2014, they found that the majority of their visitors are individuals over the age of 60 from the state of Texas. Many senior citizens who visit the museum are retired - the average age of retirees in the U.S. is currently 62-years-old. Thus, the museum provides these individuals with a form of entertainment. The third audience the museum must attract are children and their parents. A report found that mothers between the ages of 25-34 and 35-44 reported to have most likely visited a museum in the last 12 months (Mintel). “Kids have the most influence on the leisure activities because they are the participants. Parents need ways to keep their children entertained. Museums, theme parks, movie theaters, sports, and play areas are typically visited by the family for the child’s benefit,” (Mintel). While the Texas Ranger Hall of Fame and Museum attracts both men and women, “younger women do have stronger participation in these activities overall. This may be a factor of these women taking children younger than 18 to these venues as a fun and educational activity,” (Mintel).

Market ANALYSIS In the past five years, the museum industry has suffered due to “declining disposable income and lower consumer confidence brought on by the recession,” (Chatham). However, now that the economy is improving and unemployment is decreasing, museums are seeing an increase in attendance. In Central Texas alone, there are nearly 250 museums. This means that consumers have an enormous supply of museums to choose from based on their area of interest, such as art, history, science and more. An article published by the Journal of Service Research reported 25.2% of museums receive fewer than 5,000 visitors per year, 16.8% receive between 5,000 and 10,000, 20.8% receive between 10,000 and 25,000, 15.8% receive between 25,000 and 50,000, 9.4% receive between 50,000 and 100,000, and only 12.0% receive over 100,000 visitors. The Texas Ranger Hall of Fame and Museum averages 80,000 visitors per year. Therefore, it falls in the top 21.4% of museums in terms of attendance. The peak periods for the museum includes times of the year in which children are out of school. For instance, this past spring break, the museum averaged 200 visitors a day.

Service ANALYSIS The Texas Ranger Hall of Fame and Museum provides multiple services. These services are offered to the local community, academia and to all Texas Rangers, past or present. According to the “Museum Education Principles and Standards,” the goals of a museum should be: to make the museum accessible to the community through a variety of content, to uphold diversity within its staff, to be accountable through offering the accurate content in new and exciting ways while also making it academically sound, and to be an advocate in knowledge and learning throughout the museum’s programs. The Company F Headquarters Building at the Texas Ranger Hall of Fame and Museum, houses the current Texas Rangers and serves as an embassy. This allows the Texas Rangers to be accessible to the community at all times. Another part of the museum, The John Knox Texas Ranger Banquet and

Events Center, also has a lot to offer. For example, it hosts many Texas Ranger events and may also be used by the Waco community for various occasions. Additionally, they offer organizations the opportunity to host a Ranger as a guest speaker for events. The Col. Homer Garrison Museum refers to the accountability goal featuring exhibits of memorabilia and art related to the Texas Rangers. This includes a highly popular exhibit from the television program “The Lone Ranger.” While featuring art and other memorabilia at the museum, they are not limited to what is physically available, due to having exhibits on the museum’s website. The Texas Ranger Hall of Fame and Museum also recognizes former and current Texas Rangers for the contributions they have made to Texas history. Another part of the museum is the Tobin and Anne Armstrong Texas Ranger Research Center. This area insures that the museum is academically sound by offering a library holding of more than 750,000 items relating to the Texas Rangers and their history. The Texas Ranger Hall of Fame and Museum also offers a few other features to its guests. First, this facility also has a designated classroom area. The Capt. Robert Mitchell Education Center is used by the community, and available for various groups to host events. Second, the museum also publishes an online magazine monthly. This publication is tilted the “Texas Ranger Dispatch.” They also offer an oral history program where recordings have been cataloged by the Texas Rangers. Some of these include witnesses to notable historical events. In addition, they have also a Jr. Ranger program. This allows kids to meet with Rangers and participate in themed activities. Overall the Texas Ranger Hall of Fame and Museum has a lot to offer through its products and services.

Competitive ANALYSIS The Texas Ranger Hall of Fame and Museum faces competition on both a local and regional scale. Local competitors include other entertaining yet educational venues, such as the Mayborn Museum Complex, the Dr Pepper Museum and Cameron Park Zoo. Similar to the Texas Ranger Hall of Fame and Museum, these sites offer cultural insights to those living in or visiting Waco. The Mayborn, for instance, boasts an exhibit entitled, “Waco at the Crossroads of Texas,” that seeks to explain how Waco became the center of activity in Texas. Even though the Mayborn Museum doesn’t feature information on the Texas Rangers, it does bring in more visitors due to its kid-friendly and interactive nature. While the Texas Ranger museum draws on average 80,000 visitors per year, the Mayborn celebrated its 1 millionth visitor in May 2013, nine years after it opened (Baylor Proud). Since the museums are located one block away from each other, this causes a conflict. Regional competitors are sites that offer historical insights into the American West, a larger culture that the Texas Rangers have inspired. The Buckhorn Saloon and Museum in San Antonio, Texas, has an extensive exhibit on the Texas Rangers. The exhibit’s primary showcase is the vehicle used by outlaws Bonnie and Clyde, an attraction that directly competes with the official Texas Ranger Hall of Fame and Museum in Waco. The National Cowboy and Western Heritage Museum in Oklahoma City, Oklahoma, is also of interest, as its exhibits showcase the historic West. This museum also has its own research center that collects documents and art. Another rival attraction being built in Fredericksburg, Texas, which is also of some concern. The Waco museum

is, “the state’s designated museum for the Texas Rangers, and they [the Fredericksburg museum] are a private group building a private museum” (Smith). Joe B. Davis, the Former Texas Ranger Association President, claims the Fredericksburg museum is not trying to compete with the artifacts found at the Waco museum. However, it’s important to note that on the Former Texas Rangers website, the new Fredericksburg location is described as, “More than a Museum,” and there is no mention of the Waco museum.

“

[The Waco museum is] the state’s designated museum for the Texas Rangers, and they [the Fredericksburg museum] are a private group building a private museum. - Byron Johnson

”

SWOT ANALYSIS

Strengths

Weaknesses

Brand recognition and reputation The Texas Rangers are a reputable, iconic organization. That reputation will be valuable to companies looking to align themselves with a recognized, distinguished brand like the Texas Rangers. This, ideally, makes it easier to reach out to companies to ask for their support for the bicentennial.

Small networks One of the reasons that the museum needs supporters is that they donâ&#x20AC;&#x2122;t have the ability to spread the word about the bicentennial. Beyond press releases and newspaper coverage, they would not be able to reach nearly as many people as they want.

Nonprofit & focus on education There are some companies out there that focus their giving and donations on educational organizations like the Texas Rangers. They can use this advantage when asking for funding for events.

Budget There are many grandiose plans for a huge bicentennial celebration, but right now the budget isnâ&#x20AC;&#x2122;t really there to implement any large plans. This also means the marketing budget is not there, which forces the museum to either ask around and partner with other companies who do have the budget or find alternative ways to get its message out to mass audiences.

Current backers The Texas Rangers already have some companies that are supporting them. Their partnership with Ram Trucks will be important going forward. Big name companies such as Walmart, Wells Fargo and HEB are already members of the Texas Ranger corporate club. The museum can use these to its advantage. 7

Number of events If it is a year-long celebration, there will need to be more than one event, and it will need to take place in cities outside of Waco if the museum wants to be recognized on a national or global scale.

Opportunities

Threats

Bicentennial celebration This event has the potential to be a huge boon to the organization as well as the museum. If played right, an event or series of events throughout the year could bring the Texas Rangers back to the forefront of peopleâ&#x20AC;&#x2122;s minds in a way that they simply arenâ&#x20AC;&#x2122;t normally able to do. It provides a unique opportunity for mass media coverage and potential worldwide attention while also attracting potential museum sponsors.

Economy Companies are unsure or wary of giving money given the economic climate. Currently, companies that would normally gladly support the Texas Rangers might not have the resources to do so. Furthermore, it would make it more difficult to bring the celebration beyond just Waco without proper funding.

Companies to help the Rangers This goes back a little bit to strengths. There are many companies out there who associate themselves very closely with Texas Western ideals and use those images to draw in customers. As they have identified, they can seek out companies that use these images to promote themselves and offer to partner with them. These partnerships are wins for everyone because the Texas Rangers get more publicity and money, and the companies can have the official support of the Texas Rangers to reinforce these brand images.

Lack of Precedent Very few other organizations or museums have actually had a 200-year celebration before, and even fewer have had one recently in this economic and technological climate. There have been a few, but there is not a large sample size to pull from to plan an event, or series of events, on such a scale. Despite this threat, a content analysis of seven celebrations was conducted to determine what elements these anniversary events implemented.

Target market profiles The history enthusiast Meet Bob Lawson. He is a home-grown history enthusiast. He has lived in Texas his entire life, 50 years to be exact, and is very proud of his state. Bob also has aging parents, for whom he still has a large hand in caring. He searches through newspapers, magazines and websites for Texas history and culture themed events to visit. He has a stable high paying job, and he hopes to comfortably retire in a few years with money to spend. It is very important to Bob that he is interesting and different within his social group. He is always looking for a new, unique experience, and he does not mind paying a little extra for it. However, he does love a good discount. Quality for his money is very important to him.

Demographics

• Mainly male • Age 35 to 55 • Visits museums on multiple occasions • Come from across the nation or even other countries • Middle to upper class

psychographics

• Considers himself to be a history expert • Enjoys learning new historical facts and stories • Has a large collection of historical books • Enjoys visiting museums

Media usage

• Reads the newspaper and news magazines regularly • Watches the nightly news and historical documentaries • Visits local websites to stay up-to-date on events in town

The senior citizen Meet Ken and Emma Garofalo. They are 65-year-old retired Texas residents from Minnesota. They have worked hard and saved, in order to relax and enjoy themselves in their later years. Ken and Emma moved to Texas five years ago to be closer to their daughter and her growing family. They had always been aware of Texas culture, watching westerns in their younger days, but now they are more interested in seeing the real Texas. Ken has some health concerns, and is unable to walk very far because of his knee replacement. Neither of them are entirely accustomed to the Texas heat that reaches its peak in the summers. They are looking for affordable entertainment with climate control and limited walking. They are on a conservative budget from their retirement plans, and they are interested in getting real bang for their buck.

Demographics • • • •

Male and Female Age 60 and up Retired Conservative budget but still living comfortably • Texas resident and outof-state

Psychographics • Determine activities based on ability (i.e. is there a lot of walking, is it outside, etc.) • Health conscious • Enjoys visiting family and partaking in related activities

Media usage

• Reads the local newspaper daily • Watches the local news station • Not as comfortable using the Internet • Listens to the radio • Responds to media received in the mail 10

Target market profiles The stay-at-home mom Meet Alexis Raye. She lives in Robinson, Texas, just 10 minutes from Waco. She is 35-years-old, married and has two children under the age of 14. She is a stay-at-home mom and her husband has a blue collar job. She spends the majority of her time working in the home and caring for her children, but recently, she has adopted baking as a hobby when the kids are at school. On weekends and in the summer, she is always looking for activities and entertainment for her children that would interest her as well. Her family is comfortable financially, but she does have her children’s college fund to think about. She is also looking for affordable activities that will hold her children’s interest for the majority of the time.

Demographics

• Mainly female • Age 25 to 44 • Married/stay-at-home mom • High school degree or higher • Have children under the age of 18

Psychographics

• Looks for activities that will entertain • More likely to attend museums that will educate her children • Enjoys spending her time at home and with her children

Media usage

• Reads parenting and home magazines • Watches daily morning shows and cooking shows while at home during the day • Follows mommy blogs • Active on social media

Objectives Marketing objectives The Texas Ranger Hall of Fame and Museum is continuing to plan for the Texas Ranger bicentennial celebration that will take place in 2023. They envision this event being a huge, nationwide and yearlong event. While some plans, like the museum expansion, are in the works, much work still needs to be done in terms of event planning, fundraising, budgeting and information dissemination. They have asked our team to assist in several different ways. First, they want to find companies, organizations and corporations that might be willing to sponsor events with the Texas Rangers. From this, five separate events have been planned that could be held during the bicentennial celebration. Second, they suggested research into other

Advertising objectives While our marketing objectives are meant to outline how success is measured in numbers, the campaign objectives are meant to measure what we mean to accomplish through our advertising and creative executions. First and foremost, the goal is to increase the Texas Ranger brand awareness across America. The bicentennial celebration has the potential to be the largest and most recognized event that the Texas Rangers have had in a long time. While the organization does have a certain amount of brand recognition, the goal is to get people interested in the organization again.

monuments, museums and attractions that have recently celebrated their own large-scale anniversaries to study what things they did that were successful. A content analysis was conducted on some of these celebrations in order to pick out some commonalities between the events. Finally, a media kit and website were put together to help disseminate information. The museum can send the media kit and website link out to gain coverage of the event. The attendance goals for celebratory events in Austin and Waco hovers around 8,000 individuals for each. Recently, the governors inauguration brought in 17,000 individuals (WFAA). The bicentennial is also expected to boost the number of social media followers. The goal is to boost the number of Facebook followers by 1,000; currently, the museum has 1,925 followers. Similarly, the number of Twitter followers is also expected to increase by 1,000, with a current following of 1,616. This can be accomplished by emphasizing what the Texas Rangers do today along with their history. This means the organizationâ&#x20AC;&#x2122;s responsibilities and more recent actions need to be brought to the forefront. This celebration should not only show that the Texas Rangers have been great for 200 years. It should show that they are moving forward toward many more years of prominence across Texas. The emphasis on the modern rangers is the reason that many of our events will feature current Texas Rangers. The goal is to position the Texas Rangers not only as an organization from the past to be admired but also an organization that should be honored today.

Marketing Communication Strategy overview In planning the marketing strategy, a variety of mediums will be used. Within the marketing communications, each of these mediums will complement each other through consistent messaging and structure. Through our consistent messaging, each of the target markets will be reached. The majority of the museumâ&#x20AC;&#x2122;s target markets tend to use newspaper and radio more frequently than other mediums. Therefore, there are a few different concepts used throughout our message strategy. The Texas Ranger Hall of Fame and Museum does have a few different target markets such as history enthusiasts, stay-at-home moms and senior citizens. The history enthusiasts read newspapers and magazines, watch the nightly news and stay up-to-date with local websites. Stay-at-home moms read magazines, watch television in the morning, blog and use social media. The senior citizens read the local paper as well as other newspapers, watch the local news and listen to the radio frequently. In looking at similar media consumption patterns that are used by each target market, it seems that using radio, websites, newspapers and print to advertise for the bicentennial would be beneficial for the Texas Ranger Hall of Fame and Museum to reach each of their target markets.

It is recommended that the Texas Ranger Hall of Fame and Museum partner and host events throughout Texas. In hosting events in Austin, Dallas, Houston and Waco, the Texas Rangers will be able to promote their events

throughout the state. In order to celebrate the bicentennial, it is recommend that the Texas Rangers partner with the Texas Ranger Baseball team in order to have a Texas Ranger day at the Ballpark. Another recommendation is to partner with the Texas State Fair and the Houston Rodeo. Additionally, it would be beneficial to have an event at the Texas State Capitol in Austin and in Waco at the museum to celebrate the bicentennial. In order to achieve the campaign goals, the plan is to utilize radio, print, newspapers and a website. The cost for a radio ad is $55 per radio spot on 99.9 FM. Currently, there are two different ads that can be circulated on the radio. With the print budget, posters and invitations will be produced. For the posters, it will be $30 for 25 prints and for the invitations, it will be $0.42 per invitation. It is estimated that 200 invitations will cost $83.99. When planning for a newspaper ad, it is estimated to cost $10.50 per column per inch. This figure is based on a national average. The estimated cost for printing the media kit is $1.50 per unit. For 100 units or copies, the total printing cost for the media kit is $150. Additionally, for the bicentennial celebration to be a success, a website has been produced. In purchasing the domain name for this site it will cost $39.95 for one year, $33.95 per year for two years, $29.95 per year for 5 years and $24.95 per year for 10 years.

Message strategy Creative brief Project info Texas Ranger Bicentennial Texas Ranger Hall of Fame and Museum Christine W. Rothenbush Marketing & Development Coordinator ChristineW@wacotx.gov PO Box 2570 Waco, TX 76702-2570 (254) 750-8631 www.texasranger.org

Product/personality Service, legacy, respect, honor. The Texas Rangers are a symbol of the state of Texas as well as an icon of the Wild West era. The rangers strive to set an example in law enforcement. They are the best of the best when it comes to the services they provide for the state. The Texas Rangers themselves have said that they see their organization as a brotherhood held to a higher standard than others.

Background/overview To celebrate the bicentennial, the Texas Rangers are planning a yearlong celebration with multiple events, including a $30 to $40 million expansion to the museum. To be able to accomplish this, they are currently looking for donors and companies to support their efforts. As an organization, they have a certain set of advantages, disadvantages, opportunities and hurdles that will affect their success. To learn about these more in-depth, refer to the SWOT analysis. 14

SWOT ANALYSIS

Nonprofit & focus on education: There are many companies that focus their giving and donations on educational organizations like the Texas Rangers.

Str e

s itie n u

Oppo rt

Raise awareness of Texas rangers: The milestone is a unique opportunity for the Texas Rangers to get far reaching publicity and recognition that is far beyond the norm.

Economy: Companies are unsure or wary of giving money given the economic climate, which will make it harder to find funding. Also, receiving government funding can be slow and tedious.

Th re

Companies to help the rangers: Companies that use western imagery will want to associate themselves with the Texas Rangers.

Number of events: While there are plans for a large celebration and unveiling of the new museum, there are not any other plans currently in the works. Wea k However, there is ample time to schedule more events in order to raise the awareness level from a local to statewide celebration. ses es

Bicentennial celebration: Since it’s very rare for an organization to celebration 200 years, this will instantly become a unique event. Within the bicentennial as a whole, there are ample opportunities to make this a monumental celebration.

Small networks: The museum lacks a sufficient media contact list. Since they lack a media list, they don’t currently have the networks to sufficiently spread the word to people about the bicentennial.

Current backers: Big name companies such as Walmart, Wells Fargo and HEB are already members of the Texas Ranger corporate club that can help hs support them. gt

Budget: Though they are working on raising the money, the budget can’t currently support plans for a grandiose, nationwide, multi-event celebration.

s at

Brand reputation: The Texas Rangers are a reputable, iconic organization. That reputation will be valuable to companies looking to align themselves with a recognized, reputable brand like the Texas Rangers.

Limited precedents: Not many organization celebrations of this scale have had the opportunity to promote themselves with today’s technology. Construction delays: The Texas Ranger Hall of Fame and Museum has plans to build a new museum but weather and construction problems could delay the opening of the museum. This could affect the grand opening occurring during the bicentennial year.

Problem need Most consumers are aware of the reputation of the Texas Rangers, but not the details of their history or modern operations. While the topic of Texas Rangersâ&#x20AC;&#x2122; history has a niche market that some enjoy exploring, it is generally thought of as more educational than entertaining. Advertising needs to position the Texas Rangers in a more modern manner - building up a public image that highlights their past while still focusing on the present, more modern aspects of the agency.

Objectives The purpose of the advertising is to create a public awareness of the Texas Rangers as a modern day agency with a legacy tied to a Texas tradition. The timing of the advertising campaign is important because the bicentennial should be introduced at an effective time frame. If it is introduced too early, then it may get ignored and considered too far-removed from the present. If it is introduced too late, then the public might already be saturated with the ads and somewhat bored of the Texas Rangers. The bicentennial should become the focus of the campaign a year before the bicentennial celebration. The purpose of the advertising is two-fold. First, it will bring awareness of the Texas Rangers to the general public. Second, the advertisements will entice people to attend the events, this includes Texas Rangers, their families and the general public. 16

Target audience

History enthusiasts

Senior citizens

Adults with kids

Target market They are familiar with the story of the Texas Rangers and are intrigued to learn more.

Target market From a survey conducted by the Texas Ranger Hall of Fame and Museum in 2014, they found that the majority of their visitors are individuals over the age of 60 and from the state of Texas.

Target market Mothers between the ages of 25-34 and 35-44 are reported to have most likely visited a museum in the last 12 months (Mintel Reports).

Consumer insights The majority of the museumâ&#x20AC;&#x2122;s visitors come from Texas, but there are also many out-of-state and international visitors. They have frequented the museum on multiple occasions. According to a survey conducted by the Texas Ranger Hall of Fame and Museum in 2014, 84% of the respondents visit the museum once a year or more. Research from a focus group conducted by the museum in 2014 found that history teachers are interested in learning about the â&#x20AC;&#x153;transition from old west time to modern day,â&#x20AC;? (Texas Ranger focus group transcript). 17

Consumer insights Many senior citizens who visit the museum are retired. The average age of retirees in the U.S. is currently 62-years-old. The museum provides them with a form of entertainment. Also from the Texas Ranger survey, the study found that individuals visiting the museum value history, artifacts and education over modern and interactive elements. This is a direct correlation to the age of senior citizens and their experience with technology.

Consumer insights Parents, especially young women, look for activities that are educational and entertaining to their children. They even allow their children to make the choices at times. In this instance, children are more likely to choose the option that seems the most fun and entertaining. However, in the same Texas Ranger survey from 2014, respondents stated they preferred museum exhibits that were more educational rather than fun. In order to draw in this audience, the museum must be equally educational and entertaining.

Promise/takeaway Whether it’s a niche consumer who will remember indepth information, a casual visitor who may only remember some amusing random facts, or a child learning for the sake of learning, the promise is to provide visitors with an entertaining experience they can talk about and remember.

Support for claims

Creative guidelines • Promotional documents relating to the bicentennial celebration need to include the museum logo, the bicentennial logo and the custom website domain when necessary. • The creative materials need to maintain a similar color scheme to the colors displayed in the logos. • In the media kit, include Christine’s contact information (email and phone). • There is no existing tagline to use; however, if one is created it should be used in all promotional materials

Some of the reasons to act are because this organization has a strong reputation and has a focus on education. The reasons the target market can find credibility in these claims are: • They have been around and built a solid foundation of what a Texas Ranger is. • The museum has stayed true to its vision. • The museum offers educational experiences. • They are a national iconic brand. • They are a nonprofit entity and are here to educate the community. • They serve their guests with detailed information about the museum.

Tone/mood The tone of voice for our messaging should be professional and conservative but still fun and interesting. This will affect the word choice and writing style within the ads themselves, as well as the overall campaign. 18

Message strategy Campaign concept The big idea The challenge with promoting the bicentennial celebration is to overcome the audience’s initial thought that the Texas Rangers are a dated western tradition. Instead, the audience needs to view the Texas Rangers as a modern, yet classic organization. In order to accomplish the goals and objectives set forth, the campaign must evoke a sense of southern tradition while also maintaining a modern feel. Stereotypes don’t have to be a negative. Thus, it is imperative that the stereotype of western cowboys is used to the museum’s advantage. People love reminiscing about the hey-day of western classics; that is why it’s best to play off those already predisposed ideas. The distinction comes with a modern element added into the advertisements. For instance, several of the creative executions play with the idea of western elements mixed with modern elements. This is most clearly demonstrated in the font choice. A mixture of western style fonts with sleek, sans-serif fonts combine to evoke a present-day version of the Texas Rangers. The campaign as a whole adopted a consistent nameplate and slogan. The nameplate can be used as both a logo and text element. A slogan was also developed specifically for this campaign. The slogan idea, “Texas Tradition. Texas Legacy.,” came from information obtained in a personal interview of a present-day Texas Ranger. 19

Texas ranger bicentennial 200th celebration

creative executions event tactics Date Spring 2023

Waco event

Date Fall 2023

Austin event

Event Consists of • Celebration of the Texas Rangers in Waco, TX • Located at the new Texas Ranger Museum or along the river near the Waco Suspension Bridge • Texas themed event • Cook-off including barbecue, pies, etc. • Live music • Free admission to the new museum • Display old Texas Ranger uniforms

Event Consists of • Celebration held in front of the Texas Capitol • Invite politicians (from Texas legislature) and celebrities (pertaining to Texas Rangers) • Invite current Governor and head of DPS to speak • Reenactment using old guns or cannons • Cake cutting ceremony • Fireworks • Food trucks (buy ticket to get food)

Target market • Primary - local general public and those from out-oftown to participate in cook-off (focus on history enthusiasts, senior citizens and families with children) • Secondary - Texas Rangers and their families

Target market • Primary - local general public (focus on history enthusiasts, senior citizens and families with children) • Secondary - Texas legislature, other political figures and the Texas Rangers

Media • Local radio advertisement • Social media • Waco Tribune advertisement • Ch. 10 KWTX (media partner) • Poster • Barbecue websites and blogs

Media • Social media • Invitations mailed to Texas politicians • Posters • Local radio advertisement • Local media channels • Newspaper advertisement 20

Rodeo

State fair

Date Spring 2023

date Summer 2023

date Fall 2023

Event Consists of • Partnership with Houston Livestock Show and Rodeo • Recognize Texas Rangers during rodeo • Have donor present them with a check before the start of the rodeo • Project logo on rodeo floor at start of rodeo • Discounted tickets to rodeo for Texas Rangers and their families

Event Consists of • Partnership with Texas Rangers Baseball team • Discounted tickets for current and former Texas Rangers and families • Special edition Texas Ranger cups to be sold at concession stands during the game • Texas Ranger throws out the first pitch • Recognize Texas Rangers throughout the game • Show bicentennial commercial on big screen • Include a 1/2 off coupon for admission to the Texas Ranger Museum on back of game tickets (visitors can present ticket at museum for entry)

Event Consists of • Partnership with Texas State Fair • Feature Texas Ranger Dodge truck at the car show • Exhibit with Texas Ranger artifacts/competition element • Special food item named after Texas Rangers (for example, deep fried Texas Ranger brisket) • Work with Blue Bell Ice Cream to feature Texas Ranger flavored ice cream at the fair

Target market • Primary - attract media to publicize event • Secondary - raise awareness about Texas Rangers to general public (focus on senior citizens and families with children) Media • Social media • Texas Ranger newsletter • Email invite to Texas Rangers • Local media channels • Blogs

Baseball game

Target market • Primary - Texas Rangers and their families • Secondary - general public (focus on families with children) Media • Social media • Free community calendars (Dallas Morning News, etc.) • Local media channels • Email invite to Texas Rangers • Texas Ranger newsletter

Target market • Primary - engage with general public (focus on senior citizens and families with children) • Secondary - attract media to publicize event Media • Social media • Local media channels • Texas Rangers newsletter • Free community calendars (Dallas Morning News, etc.) • Blogs

advertising tactics

radio advertisement

In terms of paid advertising to spread awareness of the bicentennial events happening in Waco, radio is a good medium for reaching our target markets. Radio has the potential to reach a wide audience for a marginal price compared to other mediums. Because spending on the events themselves uses the majority of the budget, radio is a logical choice for advertising when compared to print or television ads. The best station to use in Waco is 99.9 FM for a variety of reasons. First, the station is a country station, and the listeners of that station are many of the same people who will be interested in the Texas Ranger events. Second, this station

is one of the most popular stations, with an 11.5 percent market share; thus, it provides one of the largest potential listener bases in Waco. There are two different versions of the radio ad to appeal to different demographics. The first advertisement, intended for an older audience, relies on the name and reputation of the Texas Rangers and is meant to be a hook for the audience to find out more. The goal for this ad is to drive people to the website to find out more about the events and the bicentennial. The second ad is targeted at our family target market and is more straightforward in explaining the event. The goal for the advertisement is to drive interest and provide information for the event than it is to drive people to the website. Between these two radio ads, two different demographics can be reached, and the goals of growing awareness, encouraging event participation and driving a larger audience to the bicentennial website can be met.

Radio Transcript 1 - For Waco Event

Radio Transcript 2 - FOr Waco event

*heroic music intro* (speaker with deep voice and southern accent.)

The Texas Rangers Hall of Fame and Museum is celebrating two hundred years of Texas Ranger service {DATE AND TIME}.

Service. Legacy. Respect. The Texas Rangers upheld these tenants back before Texas even became a state. Join us at the Texas Ranger Hall of Fame and Museum to celebrate 200 years of Texas Ranger service with free admission to the new museum and a barbecue cook off on {TIME AND DATE}. For more information, visit texasrangers200.net. Thatâ&#x20AC;&#x2122;s (spelled out) t-e-x-a-s-r-a-n-g-e-r-s-two-zero-zero-dot-net.

Come join us for family fun at the Texas Ranger Hall of Fame and Museum. Enjoy free admission to our new facility and the chance to meet a current Texas Ranger, or participate in our barbecue cook off. To find out more, visit texasrangers200.net. Thatâ&#x20AC;&#x2122;s (spelled out) t-e-x-a-s-r-a-n-g-e-r-s-two-zero-zerodot-net.

The Texas Rangers: Texas Legacy; Texas Tradition. 22

poster/newspaper advertisement In order to reach the local Waco audience, posters will be distributed to local businesses. This is a great way to expose our target market of senior citizens and parents to our message. Since the campaign concept was playing off stereotypes, this poster evokes a rustic yet modern look. The language of “a Texas sized rootin’ tootin’, boot stompin’ celebration” further evokes this idea. The poster also highlights the main attractions at the event, including live music, a BBQ cook-off and of course the Texas Rangers. The posters themselves will be printed on either 8.5x11 or 11x17 paper size. The border framing around the poster can be adjusted to fit either size. The design of this poster is versatile enough that it can be used in newspapers and online. For a local celebration, the museum will want to put this advertisement in the Waco Tribune Herald. This particular advertisement could run in the Waco Tribune Herald as either a full page advertisement or a quarter page advertisement. For online purposes, this advertisement will be displayed on the bicentennial’s website along with the museum’s website. This advertisement can also be used in social media posts, Texas Ranger newsletters and via email to particular audiences, such as the Texas Rangers themselves. The goal of this advertisement is to draw interest and attention to the event. Moreover, the ultimate take-away is to come to this fun, family-friendly event. While the event is mainly geared toward locals, the barbecue cookoff will attract out-of-towners who are interested in participating in the event. These barbecue enthusiasts will be reached via barbecue blogs and websites. 23

event invitation

For the celebratory event in Austin, invitations will be sent out to Texas legislators inviting them to attend. The hope is that this event is a prestigious celebration of the Texas Rangers. The event will be held on the lawns in front of the Texas State Capitol. This celebration would include speeches from the current governor of Texas and the current head of the DPS. After a ceremonial cake cutting of the Texas Ranger badge, a few fireworks would go off.

sic. Nothing too fancy is needed because that would only take away from the rustic feel that is the Texas Rangers. In addition to the legislator, this invitation or an online version of it, could be sent to the media, participating sponsors, current and former Texas Rangers and other figures who have impacted the Texas Ranger culture.

The goal of this invitation is to get people to attend the event in Austin. By sending out this invitation, the Texas legislator and others will feel included. In effect, the Texas The design of the invitation keeps with the same theme of Rangers want them to share in their day and thank them for the poster by using the same fonts and similar colors. How- their help in becoming such a respected agency. This will ever, the invitation is decidedly more prestigious and clasresonate with the audience on a personal level.

Texas ranger

200TH BICENTENNIAL CELEBrATIoN

pr tactics

Custom website Having a website specific to the bicentennial and separate from the organizationâ&#x20AC;&#x2122;s main website allows for easy access to dates and information concerning the 2023 year of celebration only. The layouts and designs are consistent with the other materials in the campaign. The website is intended both for those interested in attending bicentennial events and members of the press. The suggested website domain is www.texasrangers200.net.

Media kit

The media kit will be used as a public relations tool for the museum. Leading up to a particular bicentennial event, the museum may send these out to the press, potential sponsors and possible donors. The goal of the media kit is to spark an interest in the minds of these potential target audiences. The media kit contains an information sheet about the Texas Rangers, information specific to the bicentennial, interesting facts about the Texas Rangers and the museum, and a timeline featuring key events in the history of the Texas Rangers. The back page contains contact information and the website address. The design of the media kit is professional yet still lively and engaging. In keeping with the theme, as seen in the advertisements, the media kit mixes rustic rangers with modern material. The design also implements the same colors and fonts used in the other promotional tools. Overall, the media kit evokes a clean but still captivating design.

Media Strategy budget overview The budget for the proposed actions throughout the bicentennial events and promotions is based on available numbers from the mediums used and rough estimates for the events. All the plans laid out in this strategy together will cost an estimated $760,000. This figure is distributed through the five primary events that are outlined in the creative executions and in the costs to implement the promotional materials.

$10,000

Promotional Budget Event Budget

$750,000

promotional budget The general promotional materials table outlines how much distribution of the creative executions will cost to implement. The promotional budget totals an estimated $7,600. An extra $2,400 can be estimated for printing extra units and purchasing additional advertising time and space. The radio advertisements are the biggest advertising expense at $55 per spot. For each event, the radio spot will run an estimated 84 times. The 84 number breaks down to four radio spots per day every day for three weeks. The second biggest advertising expense will be the newspaper advertisements. The cost per column inch is $10.50 in Waco newspapers. One quarter page advertisement is about 32 column inches. This means that every quarter page ad that is run will cost $336. Running a quarter page ad every day for a week to advertise an event will cost around $2,532. Promotional Materials Radio Ads Posters Invitations Newspaper Ads Website Domain Media Kit

Cost per unit

Print advertising and promotional materials are also used in this project. Promotional posters will cost $30 to print 25. That means to buy 200 posters to promote an event, it will cost $240. Additionally, invitations for inviting specific people to the events will cost $0.42. To send the invitations to 200 people, it will cost $84. To print the media kit, it will cost $1.50 per unit. For 100 units, that totals $150. Finally, the bicentennial website that will be one of the promotional centerpieces of our campaign costs a minimal amount to run. Buying the domain name for two years will cost $33.95. The website will be running the entire year of the bicentennial as well as a year before it to inform the public of the upcoming event. For these two years that the website will be up and running, it will cost a total of $67.90.

Units needed

Estimated total cost

$55

$4,620

$30 per 25

200

$240

$0.42

200

$84

$10.50 per inch

224 column inches

$2,352

$33.95

2 years

$67.90

$1.50

100

$150 28

Media Strategy event budget While the numbers for the promotional materials are based on hard numbers and costs for advertising, the numbers used in the events charts are based on estimates of averages from similar events to the ones outlined in this book. The biggest and most expensive event is going to be the Austin event. Because the event will include famous speakers and live entertainment, it will be by far the most costly. When compared to similar events examined in the content analysis, the estimated cost should be somewhere around $500,000. The second largest event planned is the Waco event to celebrate the Texas Rangers with the local community. Though this event will have entertainment for the public, many of the costs can be defrayed by sponsors and partnerships. The scale of this event will be smaller than that of the Austin event. The estimated cost of this community event is $175,000. Sponsorships for the other events will help lower the costs compared to the other two events. Partnering with the Houston Rodeo and having a segment of the show dedicated to the Texas Rangers, will cost an estimated $60,000. The Texas State Fair Event should incur minimal costs because of the Texas Ranger partnership with Ram Trucks. It is expected that it will cost no more than $5,000 in total. Finally, the Texas Ranger baseball event in Arlington should incur minimal cost due to a partnership with the team. Much of the expenditure for this event will come from the promotion of the event as well as the discounts to the museum that will be included in the ticket stubs. 29

Event Expenses

Event cost

Baseball Event

$10,000

Houston Rodeo Event

$60,000

Austin Event

$500,000

Waco Event

$175,000

State Fair Event

$5,000

$10,000

$5,000

$60,000

$175,000 $500,000

State Fair Event Baseball Event Rodeo Event Waco Event Austin Event

Evaluation plan

online surveys

event attendance

social media

Online surveys will be conducted at three month intervals, starting six months before the start of the campaign and lasting until twelve months after it ends. The early surveys will help establish what the public perception and attitude is toward the Texas Rangers. These survey results will act as a control to be compared against newer data to measure for any positive change during the campaign. Wanted changes are increased awareness, recognition of Texas Ranger visual stimuli and positive public attitudes toward the Rangers. The final surveys will evaluate the staying power of the campaign and any changes it may bring about.

Data on the Texas Ranger events will be collected to measure how much visibility the Rangers are getting, either through joint events such as the baseball game, or through events hosted by the Rangers themselves. Gathering attendance will also work in union with social media, comparing the number of people that talk about going to the event with how many actually attend. This will help determine whether social media indications of attendance are accurate measures. If not, there may possibly be some recognizable trend. Overall, this data will help the Rangers prepare proper logistics for the events that they host.

Social media sites will be monitored for any talk regarding the Texas Rangers. This includes engaging with the public through the various outlets, such as Facebook, Twitter and Youtube. Bloggers will also be included, as their content is typically very open to the public. Establishing an online presence will also allow future event organizers the opportunity to learn what activities attendees would enjoy through feedback from previous events. The data gathered through listening will be compared to the survey data to check for consistency, as well as whether or not the surveys are properly testing for the desired information. 30

Future recommendations Publicity Moving forward it is recommended that the Texas Ranger Hall of Fame and Museum use publicity in order to promote their events to celebrate the bicentennial. One concept that can be utilized is having the Texas Ranger Hall of Fame and Museum partner with news stations. In doing so, they will be able to promote each of their events, and they will be able to reach a larger number of people in a short amount of time. Another recommendation for the Texas Ranger Hall of Fame and Museum is to produce and distribute press releases for each event. This will allow the local community to learn about these events and where they can find more information.

Social media In promoting each of these events it would be beneficial to utilize social media. In using a separate website for the bicentennial, this site can then be promoted across various social media platforms. In using Facebook and Twitter, awareness for these events as well as the Texas Ranger Hall of Fame and Museum in Waco will increase. Each event can be promoted on these websites as well as posting facts about the Texas Rangers. If people want more information, they can be directed to the bicentennial website.

Advertising There are various advertising tactics that are recommended for use in the future. The first, is using television. Research suggests that large scale events such as this typically are promoted on television. Moving forward, it would be beneficial to create a commercial advertising the bicentennial and the opportunities to get involved in the celebration. Another advertising tactic that can be developed is advertising for the capitol event in Austin. This can be done in the form of posters, radio and other local advertising mediums. Additionally, creative work can be developed for the Texas Ranger Baseball game, the Houston Livestock Show and Rodeo and the Texas State Fair. 31

appendix references

Baby Boomers’ Leisure Trends.” Mintel Reports. Mintel, Jan. 2013. Web. Jan. 2015. Retrieved from http://reports.mintel.com/display/637590/ “Benefactors and Giving.” The Official Texas Ranger Hall of Fame and Museum in Waco, Texas. Texas Ranger, n.d. Web. Jan. 2015. Retrieved from http://www. texasranger.org/corporate/corporate.htm

Blesener, Paula. “Texas Ranger Museum Turning 50, Looks to Future.”WacoTrib. Waco Tribune Herald, 27 Aug. 2014. Web. Jan. 2015. Retrieved from http://www. wacotrib.com/waco_today_magazine/texas-ranger-museum-turning-looks-to-future/article_02315bf7-7f3e-51bd-979f-2728ea04e616.html

Camarero, Carmen, and Ma José Garrido. “Fostering Innovation in Cultural Contexts: Market Orientation, Service Orientation, and Innovations in Museums.”

Journal of Service Research, 23 Sept. 2011. Web. Jan. 2015. Retrieved from http://jsr.sagepub.com/content/15/1/39.full.pdf+html

Cameron Park Zoo. Cameron Park Zoological and Botanical Society, n.d. Web. Jan. 2015. Retrieved from http://www.cameronparkzoo.com Dr Pepper Museum. Dr Pepper, n.d. Web. Jan. 2015. Retrieved from http://www.drpeppermuseum.com/ “Excellence in Practice: Museum Education Principles and Standards.”American Association of Museums. Committee on Education, 2005. Web. 01 Feb. 2015.

Retrieved from http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&sqi=2&ved=0CB4QFjAA&url=http%3A%2F%2Fwww.aam-us.

W8zv-5icjBMIh4RN8_mbtEAA

org%2Fdocs%2Fdefault-source%2Faccreditation%2Fcommittee-on-education.pdf%3Fsfvrsn%3D0&ei=jMfNVPvPGIGoyATIuoGABg&usg=AFQjCNF7aU

“Kids as Influencers.” Mintel Reports. Mintel, Apr. 2014. Web. Jan. 2015. Retrieved from http://reports.mintel.com/display/680686/ Mayborn Museum Complex. Baylor University, n.d. Web. Jan. 2015. Retrieved from http://www.baylor.edu/mayborn/ Museums and the American Economy in 2011 (n.d.): n. pag. He American Association Of Museums, Apr. 2012. Web. Jan. 2015. Retrieved from http://www.aam-

us.org/docs/research/acme12-final.pdf

National Cowboy & Western Heritage Museum. N.p., n.d. Web. Jan. 2015. Retrieved from http://www.nationalcowboymuseum.org/

Ram truck announces Texas rangers partnership. (2014, Sep 25). PR Newswire. Retrieved from http://ezproxy.baylor.edu/login?url=http://search.proquest.com/

docview/1564605617?accountid=7014

Smith, J.B.. “Hill Country attraction adds pressure for Waco Ranger museum to expand.” WacoTrib. Waco Tribune Herald, 9 June. 2014. Web. Jan. 2015. Retrieved

from http://www.wacotrib.com/news/nonprofits/hill-country-attraction-adds-pressure-for-waco-ranger-museum-to/article_cc68bd09-8e34-5710-bd95-

8d45c2d49593.html

Smith, J.B.. “Waco attractions making up for slow start to spring break.” WacoTrib. Waco Tribune Herald, 13 March. 2015. Web. May. 2015. Retrieved from http://

www.wacotrib.com/news/downtown_waco/waco-attractions-making-up-for-slow-start-to-spring-break/article_199180fb-bef7-5840-b1d6- 2b8eddd4470b.html

The Texas Ranger Museum/Buckhorn Saloon and Museum. The Former Texas Rangers Association, n.d. Web. Jan. 2015. Retrieved from http://www.buckhornmu seum.com/pages/texasrangermuseum.html

The Official Texas Ranger Hall of Fame and Museum in Waco, Texas. N.p., n.d. Web. Jan. 2015. Retrieved from http://www.texasranger.org/ United states museums market: Disposable income growth will increase industry revenue (2014). . Chatham: Newstex. Retrieved from http://ezproxy.baylor.edu/

coding instrument Coder Name: ______________________ What is the name of the case or event? _________________ Where was the case or event article found? PRSA Other _____________ Was the case or article about the event written before or after the event? Before During After What anniversary number is it? ___________________

What was the budget? ___________________ Did the anniversary use social media? (if no skip question 10) Yes No

When was the event?(insert as mm/dd/yy) ______________________

What methods of social media were used? (Check all that apply) Facebook Twitter Internet Website Other ________

Was a budget listed? (if no skip question 8) Yes No

What research methods did they use? (Check all that apply) Content Analysis Personal Interviews

Survey Focus Groups Other __________ None of the above What tactics were used to promote the event? (Check all that apply) Television Posters News Releases Media Lists Multiple Events Signature Event Collaborations Sponsors Educational Materials Media Kit Reenactment Video Custom Merchandise Guest Speakers Unveiling Customized Domain Names Other _________________

code book Question 2, 3 and 4: Case- This word refers to the PRSA article about a particular event.

Media Kit- a pre-packaged kit of promotional materials with various content. A media kit could include and is not limited to DVD’s, fact sheets, photos, biographies, etc. Reenactment- Educational or historical information that is recreated through some kind of medium Custom Merchandise- T-shirts, bracelets, pens, cups, or other merchandise with the organization’s logo used to promote an event Guest Speakers- Any person hired to speak at event. It could be a motivational speaker, a celebrity appearance or anyone else that the organization brings in Unveiling- An event to reveal something new for the first time Custom Domain Names- A location or website on the Internet that is customized to an organization or specific event

documents coded 1. 2. 3. 4. 5. 6. 7.

Forever Free - The 150th Anniversary of the Emancipation Proclamation (PRSA) 2003 Ohio Bicentennial Celebration (PRSA) Birth of an Army, Birth of Freedom: The US Army 225th Birthday Campaign (PRSA) Shedd Unveils Lizards and the Komodo King - Shed Aquarium 75th Anniversary (PRSA) America Celebrates the Greatest Generation - dedication of the National World War II Memorial (= PRSA) Bicentennial Sailing of the USS Constition (PRSA) Statue of Liberty 125th Anniversary Celebration (online)

Question 10: 1. Internet- Used the internet as a whole to assist in social media 2. Website- Used a specific domain on the Internet for social media Question 12: Media Lists- A list of potential influencers for the event Signature Event- One particular event Multiple Events – More than one event Collaborations- A partnership with a group to do a task and achieve shared goals. Some examples of what might qualify are baseball games and historians. However this is not limited to these examples Sponsors- Any business, organization or individual who donates funds or other materials to a specific event. This is one group helping another, not a partnership. Educational Materials- Either physical materials or educational programs

media list