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Kennedy Communications: Caroline Abraham, Tim Blattner, Brittany Davis, Jennifer Ferrasci-O’Malley, & T.J. Thurman ADPR 140- Spring 2007


Tabl e of Cont ent s

River Valley Ride

Letter of Transmittal……………………………………. p.1 Executive Summary…………………………………….. p.2 Target Audience…………………………………………. p.3-5 Situation Analysis……………………………………….. p.6-7 Objectives…………………………………………………. p.8 Communication Strategies & Tactics……………….. p.9-12 Budget………………………………………………………. p.13 Schedule……………………………………………………. p.14 Pertinent Research……………………………………….

Append.A

Communication Samples………………………………. Append. B ADPR 140: Kennedy Communications


Let t er of Tr ansmi t t al

River Valley Ride

Dear Andrew Brodzeller,

The attached plan is for the River Valley Bike Ride campaign, as promised. Our group, Kennedy Communications, plans to increase the number of riders at this event by 7% by targeting families in Ozaukee County. An increase of 84 more riders by the date of next year’s ride can be anticipated within the parameters of a $3,000 budget. To reach this objective, our group has planned to streamline ride registration, update brochures promoting the River Valley Ride, increase public relations and communication efforts, and create a more family-friendly event. We look forward to presenting our plan to you so you can see the wonderful ideas we have in store for next year’s ride. Thank you for giving us the opportunity to present our plan to you. We appreciate your time and consideration. Cordially, Kennedy Communications

ADPR 140: Kennedy Communications


Execut i ve Summar y

River Valley Ride

Riveredge Nature Center’s annual River Valley Ride is currently seeking to increase its number of riders and revamp its communication and promotion process. Kennedy Communications’ objective is to increase the number of riders by 7% or roughly 84 riders by June 22nd, 2008, the date of next year’s ride. We plan to achieve our objective by increasing emphasis on targeting families through schools and churches. This will be done through increased communication with current elementary schools that attend Riveredge’s field trip programs as well as contacting churches in Ozaukee County. Using these contacts and updated public relations and communication efforts, we hope to make the registration process for the ride more streamlined so as to increase riders for 2008. Kennedy Communications plans to do so within the parameters of a $3,000 budget. The effectiveness of this plan will be evaluated by the total number of riders attending the 2008 ride, specifically from cities in Ozaukee County.

ADPR 140: Kennedy Communications


Tar get Audi ence Primary: Geographics • lives in Ozaukee County, population 82,317 total with 30,857 families Demographics • Age range: families with children between the ages of 5-12 years old • Education: parents are college educated or beyond, children currently enrolled in school • Income: approximately $62,745, the median household income for Ozaukee County

ADPR 140: Kennedy Communications

River Valley Ride


Tar get Audi ence (

River Valley Ride

Psychographics, Usage, Loyalty, & Benefits: Meet “The Kennedy Family”

The Kennedy’s: Grafton, WI “John”, 40, “Linda”, 37, “Elizabeth”, 11, “Paul”, 9

Lifestyle “John”: works at Becker & Grisar Dental “Linda”: employed at Lane Ink Graphic Design “Elizabeth”: in the 5th grade class at St. Joseph’s Catholic School, plays goalie on a U12 team for Wisconsin Youth Soccer Association “Paul”: in 3rd grade at St. Joseph’s, plays Youth Slow-pitch Baseball Family Activities: trips to The Grafton Family Aquatic Center in the summer, weekend bike rides to Veteran’s Memorial Park for picnics

Usage, Loyalty, & Benefits The Kennedy’s are occasional users of Riveredge Nature Center, as their children have taken field trips there in the past. However, they have yet to participate in the Ride, making them new category users. This active family, though, sees benefits in participating such as education and a quality family experience. ADPR 140: Kennedy Communications


Tar get Audi ence Secondary: Ozaukee County Schools: • Covered Bridge Christian School, K-12,Cedarburg: 100 students • St. Joseph’s, K-8, Grafton: 200 students • Wilson Elementary, K-5, Mequon: 450 students • Thomas Jefferson Middle School, 5-8, Saukville: 800 students Through targeting these certain schools and gaining their endorsement, our primary target can be influenced more effectively. Along with permission slips for field trips to Riveredge, flyers to register for the Ride will be included. Also, schools will be asked to add the Ride to their school calendar.

Ozaukee County Churches: • St. Francis Borgia, Cedarburg • Immaculate Conception, Saukville • St. Joseph’s, Grafton By including a flyer and brochure in these church’s Sunday bulletins, there is a higher likelihood that our target audience will be reached. ADPR 140: Kennedy Communications

River Valley Ride


Si t uat i on Anal ysi s Strengths • • • • • •

Varying Levels of Distance Great exercise for riders of all skill levels “Getting in touch with old Wisconsin” Nature, Education Historical Significance Great family recreational Weaknesses afternoon • • • • • •

Same price for all lengths Brochure is unclear Website could be improved Team registration difficult Not a race Families are under-targeted

ADPR 140: Kennedy Communications

River Valley Ride


Si t uat i on Anal ysi s Opportunities •

Potential for a stronger connection with target: utilizing field trip groups

Establishing Brand Loyalty

Threats •

Miller Ride for the Arts: major competition – Well funded/sponsored – Better advertised

Weather

ADPR 140: Kennedy Communications

River Valley Ride


Obj ect i ves Our objective: to increase the number of riders by 7% through targeting families, schools, and churches in the Ozaukee County area. Since there were 1200 number of riders last year, a 7% increase means that our group is aiming for at least 84 more people to join the River Valley Ride for June 22, 2008. This will be possible within the parameters of a $3,000 budget

ADPR 140: Kennedy Communications

River Valley Ride


River Valley Ride

Communi cat i on St r at egi es and Tact i cs Involvement of Field Trip Students and Their Families • Create a specific flyer targeted at this market - Send out flyers for the ride with permission slips for field trips. - This will ensure that the flyers get home to parents as well as reach a market that is already aware of Riveredge and its mission • Create a bike decoration contest & a Trail Scavenger Hunt - Activities such as these are aimed at getting children more interested in participating as well as their parents having a positive impression, thereby increasing the possibility of brand loyalty from then on.

ADPR 140: Kennedy Communications


River Valley Ride

Communi cat i on St r at egi es and Tact i cs Increase Public Relations • Create news releases to send out to local publications • Utilize community calendars and church bulletins • Rewrite Public Service Announcements to attract a bigger audience • Send information to editorial sections of Wisconsin magazines and newspapers (Ex. Wisconsin Woman’s Magazine Travel & Leisure: Exploring Wisconsin’s Bike Trails Wisconsin Trails Magazine: Spring Travel Milwaukee Magazine: Charitable Events & City Guide 50 Plus Lifestyles: Recreation Sections Milwaukee Journal Sentinel: Great Milwaukee Summer) ADPR 140: Kennedy Communications


River Valley Ride

Communi cat i on St r at egi es and Tact i cs Streamline Registration Process

• Redesign and simplify the brochure -include only necessary information -clarify registration and race day information • Create a link on Riveredge’s homepage directly to race information • Have a PDF file available on-line for those who prefer to register that way • Make it easier for teams to register -allow teams to register online -create incentives for biggest teams • Reduce cost of 8 and 10 mile rides to make these distance more family friendly and affordable ADPR 140: Kennedy Communications


River Valley Ride

Communi cat i on St r at egi es and Tact i cs Other forms of advertising and publicity • Continue to send brochures to riders from the last three years • Distribute flyers at other rides, such as the Miller Lite Ride for the Arts • Continued participation at Wheel and Sprocket Bike Expo • Continue displays at Ozaukee Bank locations

ADPR 140: Kennedy Communications


Budget Allocation of $3,000 • 10,000 Gloss, full color brochures: $810 with shipping (quoted from Color Printing Wholesale) • Mailings to rider from the last three years: $340 • 3,000 Flyers for schools and churches: $210 • Brochure design: $250 (quoted from Proforma Printing &Promotional Products) • Raffle Bike: $200

• Scavenger Hunt Stamps, etc: $172.63 - 9 containers, $11.07 - 9 stamps at $6.90 per stamp, $62.10 - 9 ink pads at $3.99 each, $35.91 - 2,000 stamp cards, $74.62 • Prizes for Bike decorating: $100 • Prizes for Scavenger Hunt: $100 • PR Work:$400

Total: $2,582.63

ADPR 140: Kennedy Communications

River Valley Ride


Schedul e 2008 River Valley Ride -February: Brochure Design -March: Print Brochures -April/May: -Distribution of flyers to churches -Distribution of flyers with field trips -Send out news releases -Place editorials in local papers -Send brochures to former riders -Purchase bike for raffle -June: -Final distribution of flyers -Distribute brochures at Miller Lite Ride for the Arts

ADPR 140: Kennedy Communications

River Valley Ride


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