OBJECTIVES

OBJEC NO. 1 TIVE

AWARENESS

Reach at least 5,000 people in a 30-mile radius of Riversport OKC with news of Riversport OKC’ s summer concert series by the first day of June. This objective will be measured through the average number of likes on all concert-related social media posts as well as the average number of views on all videos that include concert-related content. This objective affects the awareness of Riversport OKC' s brand. TACTIC 1:

TACTIC 2:

Purchase a billboard next to one of the major highways that run near Riversport OKC. Use a graphic that has large photos of each artist that will be playing along with the concert dates in bold. Also include the tagline/slogan.

Film and post a TikTok video about the concert series (can repurpose as a reel). Get shots of the venue, the river (mention the floating and listening opportunity) and different food/drinks that will be available. Mention dates/times, artists and where to purchase tickets, too. 14.

OBJECTIVE NO. 2

ATTITUDES

Increase Riversport OKC' s positive social media engagement by over 30% by the end of August. This will be measured through the average number of likes on the social media posts in addition to comments, shares and story interactions. This objective affects attitudes toward Riversport OKC' s brand. TACTIC 1:

Post to Instagram, Facebook and Twitter 5x/week. Utilitize Instagram and Facebook story questions/polls on non-posting days as well as reels (can be repurposed from TikTok). The use of hashtags should go beyond Riversport-specific wording to gain more exposure.

Film and post to TikTok 2x/week, primarily using the trending sounds found on the discover page. Make sure at least one post per week has concert-related content. Utilize broader hashtags on this platform, too.

TACTIC 2:

15 HASHTAG IDEAS:#summerconcerts #okcconcerts #exploreokc .

OBJEC NO. 3 TIVE

BEHAVIORS

Increase attendance at Riversport OKC' s concerts by 25% by the end of August. This objective will be measured by comparing ticket sales of the Soundwaves of Summer events to the amount of attendance at past events since tickets were not sold in the past. This objective affects consumer behaviors. TACTIC 1:

TACTIC 2:

Create and post a shareable graphic to Instagram and Facebook with the following concert series details: series tagline/slogan, location, dates/times, artists and where to purchase tickets.

Launch a one-week-long email promotion in May that includes a discount code for 10% off concert tickets. Once the week is over, remember to invalidate the code. 16.