Strategic Communication Plan for the Jackson International Food & Art Festival

Jackson International Food & Art Festival

STRATEGIC COMMUNICATION CAMPAIGN Spring, 2022 Union University

JIFAF Strategic Plan

CONTENTS

BACKGROUND..................................................................................................................................................4

BACKGROUND RESEARCH...........................................................................................................................5 The Festival......................................................................................................................................................5 Internal Environment.....................................................................................................................................5 Management & Leadership.........................................................................................................................6 The Product Design........................................................................................................................................7 Promotions.......................................................................................................................................................8 Stakeholder Research...................................................................................................................................9 Resources........................................................................................................................................................10 The External Environment...........................................................................................................................10 Competition......................................................................................................................................................11 Inspirational Festivals...................................................................................................................................12 SITUATION ANALYSIS & CORE OPPORTUNITY..................................................................14 GOAL & OBJECTIVES.................................................................................................................................16 THE BIG IDEA..................................................................................................................................................18 THE BIG IDEA....................................................................................................................................................19 KEY PUBLICS....................................................................................................................................................20 JIFAF Committee..........................................................................................................................................20 Food Vendors...............................................................................................................................................20 Attendees......................................................................................................................................................20 Sponsors..........................................................................................................................................................21 PERSONAS.........................................................................................................................................................22 Attendees.......................................................................................................................................................22 Food Vendors...............................................................................................................................................22 Sponsors........................................................................................................................................................23 MESSAGES.........................................................................................................................................................24 JIFAF Committee..........................................................................................................................................24 Vendors...........................................................................................................................................................24 Attendees.......................................................................................................................................................24 Sponsors.........................................................................................................................................................24 THE BIG IDEA KEY TAKEAWAYS...............................................................................................................25 TACTICS..............................................................................................................................................................24 ORGANIZATIONAL CHART..........................................................................................................................27 EXECUTIVE COUNCIL TACTICS................................................................................................................28 Communication Technology.....................................................................................................................28 Radio & TV News Spots (WBBJ & WYN 106.9)..................................................................................28 Vision Development For the 2023 Festial............................................................................................29 Monthly Check-In Meetings......................................................................................................................29 Follow-Up Email & Thank-You Cards......................................................................................................30 VENDOR COORDINATOR TACTICS.........................................................................................................32 Vendor Incentive Program.........................................................................................................................32 Vendor Cookbook.......................................................................................................................................32 Vendor Appreciation...................................................................................................................................33 SPONSOR COORDINATOR TACTICS......................................................................................................34 Communication Via Email, Text, and Newsletter................................................................................34 Promotional Children’s Materials ............................................................................................................34 PRINT COMMUNICATIONS COORDINATOR TACTICS....................................................................36

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JIFAF Strategic Plan

Print Materials................................................................................................................................................36 Window Decals and/or Bumper Stickers..............................................................................................38 DIGITAL COMMUNICATIONS COORDINATOR....................................................................................40 Website Redesign........................................................................................................................................40 Social Media...................................................................................................................................................41 Connect With Other Jackson Facebook Groups...............................................................................43 VOLUNTEER COORDINATOR TACTICS.................................................................................................44 Contacting Community Leaders..............................................................................................................44 Merchandise to Sell During the Festival...............................................................................................46 PARADE COORDINATOR TACTICS..........................................................................................................48 Flag Awareness in Jackson, TN..............................................................................................................48 Country Pin.....................................................................................................................................................48 Contacting Culture Representatives.......................................................................................................49 DAY-OF COORDINATOR TACTICS............................................................................................................50 Location Signs Throughout the Festival Space.................................................................................50 Interactive Scavenger Hunt......................................................................................................................50 ORGANIZATIONAL ROLES & THEIR TACTICS......................................................................................51 CALENDAR........................................................................................................................................................ 52 BUDGET...............................................................................................................................................................56

THE TEAM Madison Grohler Digital Media Communications Major, Public Relations Minor Mary Helen English Public Relations Major, Communication Studies Minor Timothy Fletcher Business Administration Major, Public Relations Minor Grace McMurry Public Relations Major, Broadcast Journalism Minor Leah Busler Public Relations Major, Intercultural Studies Major Maddie Stadinger Broadcast Journalism Major, Public Relations Minor Keely Vaughn Public Relations Major, Journalism Minor Sophie Box Broadcast Journalism Major, Public Relations Minor

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BACKGROUND RESEARCH

01

JIFAF Strategic Plan | BACKGROUND

BACKGROUND The background section provides an analysis of the external and internal environment, industry, competition, stakeholder research, services, promotions, and resources. The information in this section serves as a backbone to the rest of the strategic plan. An initial group meeting with the Jackson International Food and Art Festival (JIFAF) representatives Eduardo Morales, Jean Marie Walls, Anna Esquivel, and Laura Griffith began the research process. Individual interviews were conducted after the initial meeting with Laura Griffith, Tony Black, Christi Davis, and Dr. Sandra Dee. Surveys were conducted through Google Forms and texts were sent to the 2021 festival vendors and sponsors. Nine vendors and zero sponsors responded to these surveys. Research also included an analysis of attendees’ Facebook Surveys conducted by JIFAF after the 2021 festival.

The Festival This section is used to evaluate patterns, characteristics, supplies, essential to making the festival below are characteristics of the festivals.

and note what and history are function. Noted previous JIFAF

The Jackson International Food and Art Festival was established in 2013 with the assistance of Mayor Jerry Gist, Dr. Sandra Dee, and Eduardo Morales with the goal of spreading cultural awareness, promoting cross-cultural engagement, and celebrating the diverse backgrounds of residents throughout West Tennessee. From 2014 to today the festival has been an annual Jackson event with the intention to continue as a yearly event for the foreseeable future.

In order for a festival like this to properly function, the organization needs volunteers, sponsors, vendors, and a festival committee. The current executive committee is made up of Dr. Sandra Dee, Eduardo Morales, Vinay Sood, Jean Marie Walls, and Wanda Stanfill. All positions of the committee are filled on a volunteer basis. This festival takes place at Jackson City Hall and is assisted by the City of Jackson which provides items such as security, porta-potties, tents, road closures, etc. The festival committee is

responsible for recruiting vendors, sponsors, and volunteers and establishing these relationships to provide for the festival in different areas. These areas include food services, art exhibits, festival setup, parade members, etc. Last year's festival had 20 of the 135 cultures in Jackson represented either as volunteers or vendors. The festival committee is also responsible for all promotional materials and have previously used social media advertising, tv and radio broadcast, flyers and business cards, and t-shirts. The festival has been promoted on WBBJ TV, Jackson Chamber News Release, TN Home and Farm, Jackson Madison 200, and the Jackson Sun newspaper. Since the establishment of the festival, there has been a continuous growth of attendees according to the group interview with the committee.

The 2021 festival had an estimated attendance of 12,000 people coming from the local Jackson area as well as surrounding cities and states.

Internal Environment This section evaluates the organization internally based on the organizational mission statement, values, character, history, workplace environment, problems, etc.

Mission Statement: The festival’s mission is to spread cultural awareness, promote cross-cultural engagement, and celebrate the diverse backgrounds of residents throughout West Tennessee.

Festival Values: Food and art are important themes present in all cultures, countries, and religions, and the festival serves as a place for all cultures to share their cuisine, art, and traditional performances in downtown Jackson. The JIFAF aims to remind the community that despite differences in appearance, how we worship, or where we come from, there is far more that unites us than divides us.

History: The Jackson International Food and Art Festival was born from a series of community meetings organized by Mayor Jerry Gist in 2013.

Two community representatives, Dr. Sandra Dee and Eduardo Morales, thought that it would be beneficial for Jackson’s foreign-born citizens to share their history, art, and culture with their fellow Jacksonians.

5

JIFAF Strategic Plan | BACKGROUND

Management & Leadership

This organization and event operates based on volunteers, vendors, and sponsors from the Jackson community. Previous festivals have included 50+ food, merchandise, and organizational vendors and sponsors. As this event has successfully encouraged cultural learning and engagement, the committee’s internal communication and operations have made communications with their volunteers, vendors, and the City of Jackson undefined which has resulted in confusion and unclear expectations of roles. If these unclear communication roles continue the relationships with volunteers, vendors, and the City of Jackson may be dissolved.

• T-Shirts/apparel

CHILDREN’S ACTIVITY AREA/ART & POETRY CONTEST Committee Members: Andrew Boks, Melinda Reid, Wendy Kim, Amanda Pugh, Wanda Stanfill, Jean Marie Walls, Mary Wadley RESPONSIBILITIES: • Coordinate activities at children’s area and recruit volunteers.

• Decorations for children’s area • Coordinate and promote art and poetry contest

• Identify judges • Secure awards and prize money

JIFAF Organization Chart JACKSON INTERNATIONAL FOOD & ART FESTIVAL ORGANIZATIONAL CHART

PERFORMANCE/ ENTERTAINMENT

RESPONSIBILITIES:

VOLUNTEERS

Tony Black, Chair Committee Members: City Staff Jackson Recreational Staff Jackson Police Department Jackson Fire Department Emergency Management Emergency Medical Services

OPERATIONS/SETUP

RESPONSIBILITIES: • Recruit, schedule & train volunteers in assigned areas (hospitality, Foreign Student Dinner at City Hall, lobby and performance green room during event)

down

• Set up international flags • Trash removal/break

hand decorations

• Install street banners and

RESPONSIBILITIES: • Coordinate pre-event logistics • Mapping, vendor layout, electricity • Street closure, parade permits,& event insurance • Security, medical, fire codes • Provide ice • Electricity for vendors • Stage set-up • Set up table & chairs setup for dining • Set up children’s area tables & chairs • Set up dividers for art display in children’s area • Set up blue drapes for children’s area • Table and chair set up for International Student Dinner at City Hall

TBD, Chair Committee Members: Cindy Jayne, UU Whitney Billingsley School Liaisons MCAC Jean Marie Walls

CITY OF JACKSON FESTIVAL OPERATIONS/LOGISTICS CO-CHAIRS TONY BLACK, Director of Parks & Recreation 425-8203 CHRISTI DAVID, Community Engagement Director and JIFAF Liaison 731-693-7791

Wendy Trice-Martin, Chair Committee Members; Sandra Dee Eduardo Morales Mel Taylor Announcer/MC Jean Marie Walls Rob Griffith

rade

• Book and schedule acts • Script and narrate paevent

• MC for acts during the

booth

• Staff volunteer check-in

Committee Members: City of Jackson Sandra Dee Jean Marie Walls Mary Wadley

INTERNATIONAL STUDENT DINNER Committee Members: Christi David Bridgett Parham Melissa Cockrell RESPONSIBLITIES:

• Provide information for guests/vendors • Sell T-shirts

• • • •

RESPONSIBILITIES: Identify international students Coordinate communications Dinner-provided by City of Jackson Provide T-Shirts to students-City of Jackson and JIFAF

INFORMATION BOOTH

RESPONSIBILITIES: • Record parade entries & assign order of line-up • Coordinate and distribute flags of nations, if needed • Instruct parade groups on staging location/time

Eduardo Morales, Chair & City of Jackson Liaison Committee Members: Prasann Jinturkar Glen Vanderford

PARADE

JIFAF FESTIVAL COMMITTEES VENDORS/ EXHIBITORS/ARTS Anna Esquival, Chair & City Liaison Committee Members: Prasann Jinturkar Patrick Williams RESPONSIBILITIES: booth spaces-

• Assign & map vendor -Anna Esquivel

• Coordinate food vendors Wanda Stanfill

• Arts/Crafts Vendors-

DECORATIONS

• Decorate the main stage • Decorate children’s area

RESPONSIBLITIES:

Committee Members: Wendy Kim, Wanda Stanfill, City of Jackson

RESPONSIBILITIES: • Maintain website • Link with City of Jackson website and Facebook • Facebook • Instagram • Press releases, print/digital billboards, • Marketing collateral (flyers, posters, postcards, business cards, table tents, digital registration forms, postcards, business cards, table tents, etc.)

Committee Members: Sandra Dee, Lori Nunnery, Melinda Posey, City of Jackson Liaison, TV-Radio liaisons, Wanda Stanfill, Kenneth Cummings,

SOCIAL MEDIA/WEBSITE PUBLICITY/MEDIA

JIFAF EXECUTIVE COMMITTEE CO-CHAIRS: SANDRA DEE & EDUARDO MORALES MEMBERS: Vinay Sood, Jean Marie Walls, Wanda Stanfill

FUNDRAISING/ SPONSORSHIPS Vinay Sood, Chair Committee Members: John Raines

RESPONSIBLITIES: • Fundraising • Sponsorship contacts • Sponsorship packets • Promotional materials needed (business cards, postcards, etc) • Coordinate funds raised with City of Jackson Coordinator and co-chair Sandra Dee

KiD’S ACTIVITY CORNER

Latrell Billingsley , chair Committee Members: Fire Department Police Department Armed Forces Gaming Truck

City Resource Staff: Gayle Tacker-Gilbert Sharon Smith Justin Searcy-grants

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JIFAF Strategic Plan | BACKGROUND

The Product Design This section summarizes product designs, packaging, prices, sales, and services the organization provides.

The overall design of the logo includes the colors green, orange, and purple. The logo is in the shape of a paint pallet with cutlery in the middle to represent both the food and art cultural diversity emphasis on the festival. This logo is printed on business cards, posters, flyers, and t-shirts in different sizes and passed out and/or sold to the public and neighboring cities. In the past, the overall budget for the festival has been $20,000-$25,000 a year in cash expenditures which does not include in-kind donations with a marketing budget of around $7,750 for 2021. The marketing category included all marketing elements--t-shirts, signage on the day of, etc.

COME EXPERIENCE THE FUN! Parade of Cultures!

Food!

Education!

Arts & Crafts!

Performances!

Children’s Art & Activities!

SAVE THE DATE 10.16.2021 DOWNTOWN JACKSON TN 10:00 a.m.-4:00 p.m. www.JIFAF.com

OCTOBER JACKSON INTERNATIONAL

FOOD AND ART FESTIVAL

10:00 am to 4:00 pm Downtown Jackson TN Courthouse Square

2021

Thank You To Our Sponsors!

DIGNITARIES

DIPLOMATS

ATTACHÈ

DELEGATES

Adoration Home Health Crye-Leike Elite Realtors Community Bank FRIENDS

First Horizon Bank

Special Thank You To Our Community Supporters!

Find us at: jifaf_731 www.JIFAF.com JacksonInternationalFoodandArt

SAVE THE DATE 10.16.2021 DOWNTOWN JACKSON TN 10:00 a.m.-4:00 p.m. www.JIFAF.com

10.16.2021

JACKSON DOWNTOWN TN

10:00 a.m. to 4:00 p.m.

10:00 a.m. to 4:00 p.m.

Court Square

For more information visit: www.JIFAF.com or email JacksonIFAF@gmail.com

For more information visit: www.JIFAF.com or email JacksonIFAF@gmail.com

See you on October 16, 2021!

See you on October 16, 2021!

ART & PARADE OF CULTURES CRAFTS BOOTHS ACTIVITIES FOR CHILDREN FOOD VENDORS Admission

Free

10.16.2021

For more information visit: www.JIFAF.com or email JacksonIFAF@gmail.com

See you on October 16, 2021!

See you on October 16, 2021!

See you on October 16, 2021!

See you on October 16, 2021!

10.16.2021

DOWNTOWN JACKSON TN 10:00 a.m. to 4:00 p.m.

ART & CRAFTS BOOTHS PARADE OF CULTURES ACTIVITIES FOR CHILDREN FOOD VENDORS EDUCATION PERFORMANCES

Free Admission

Court Square

ART & CRAFTS BOOTHS PARADE OF CULTURES ACTIVITIES FOR CHILDREN FOOD VENDORS EDUCATION PERFORMANCES

Free Admission

10.16.2021

DOWNTOWN JACKSON TN

DOWNTOWN JACKSON TN

10:00 a.m. to 4:00 p.m.

10:00 a.m. to 4:00 p.m.

Court Square

For more information visit: www.JIFAF.com or email JacksonIFAF@gmail.com

Free Admission

10:00 a.m. to 4:00 p.m.

10.16.2021

For more information visit: www.JIFAF.com or email JacksonIFAF@gmail.com

Court Square

ART & CRAFTS BOOTHS PARADE OF CULTURES ACTIVITIES FOR CHILDREN FOOD VENDORS EDUCATION PERFORMANCES

DOWNTOWN JACKSON TN

Court Square

For more information visit: www.JIFAF.com or email JacksonIFAF@gmail.com

10.16.2021

DOWNTOWN JACKSON TN

ART & CRAFTS BOOTHS PARADE OF CULTURES ACTIVITIES FOR CHILDREN FOOD VENDORS EDUCATION PERFORMANCES

Free Admission

Court Square

ART & CRAFTS BOOTHS PARADE OF CULTURES ACTIVITIES FOR CHILDREN FOOD VENDORS EDUCATION PERFORMANCES

Free Admission

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JIFAF Strategic Plan | BACKGROUND

Promotions This section evaluates past advertising, publicity, and campaigns. Below is a social media audit that breaks downs the previous social media usage of JIFAF and notations of other publicity outlets.

Previously the festival has used promotional materials such as television, radio, social media, business cards, flyers, posters, and word-of-mouth promotions. The festival has been promoted on WBBJ TV, Jackson Chamber News Release, TN Home and Farm, Jackson Madison 200, and the Jackson Sun. Below is a social media audit of current organization’s social media platforms.

Platforms:

Facebook

Instagram

Twitter

Handles

@JacksonInternational FoodandArt

@jifaf_731

@jifaf_731

Number of Followers

2,427 followers 2,328 likes

440 followers

59 followers

Type of Content

photos graphics w/ photo videos

photos graphics w/ photo

photos graphics w/ photo articles

Somewhat frequently (once a month)

Somewhat frequently (once a month)

Daily posting (1-2 months prior to the festival)

Daily posting (1-2 months prior to the festival)

Has not been active since 2019

Posts on important culuture dates & holidays (ex. Lunar New Year; Woman’s History Month)

Posts on important culuture dates & holidays (ex. Lunar New Year; Woman’s History Month)

1-2 Tweets a day (months leading up to the festival)

10-35 likes on photos & videos

0-7 likes

Posting Frequency

10-35 likes on photos & videos Levels of Engagement

2-5 likes on graphics & shared post 0-5 shares on photos & videos 10-20 shares on post with festival information

92 likes on “Save the Date” post

0 retweets

0-4 comments on all post

Types of Messaging

Brand Voice

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Photos and videos of the last festival

Photos and videos of the last festival

Photos and videos of the last festival

Thanking sponsors and vendors

Thanking sponsors and vendors

Thanking sponsors and vendors

Lack of specific details about the event

Lack of specific details about the event

Lack of specific details about the event

Concise and enthusiastic

Concise and enthusiastic

Consistent use of #onejacksonmanyflavors

Consistent use of #onejacksonmanyflavors

Occasionally use #unityindiversity, #jifaf, #jacksontn

Occasionally use #unityindiversity, #jifaf, #jacksontn

Rarely #internationalfoodandart

Rarely #internationalfoodandart

festival

festival

Concise and enthusiastic Occasional use of #JacksonTn #onejacksonmanyflavors #festival #photography

JIFAF Strategic Plan | BACKGROUND

Stakeholder Research A stakeholder is someone who is in a broad group of individuals that has a vested interest, or "stake," in an organization. They are affected by the problem, issue, challenge, or opportunity of the event.

Stakeholder opinions, beliefs, and values should be taken into consideration when planning the event or making choices as an organization.

The current stakeholders for the Jackson International Food and Art Festival include volunteers, vendors, sponsors, attendees, as well as City Hall personnel.

The stakeholders have found that communication between themselves and JIFAF can be unclear at times. The unclear communication can lead to confusion within the execution of the event and those involved. The research indicates there is no clearly defined relationship between the stakeholders and the organization’s key members.

According to the group interview, the organization hopes to engage with the public more frequently in an effort to promote the festival through social media, hashtags, and other pieces of material further in the future. The festival’s committee hopes in doing so they bring in a larger crowd with a larger outcome in the years to come.

For this research vendors and sponsors of the previous festival were sent a survey. Nine responses from previous vendors and zero responses from previous sponsors were received. According to the survey, all nine vendors agreed that this festival was worth their time, but recommend the festival have more vendors next year. Of these vendors, 44% felt the requirements were not clearly communicated and their questions were not answered in a timely manner. As this is only a small portion of the responses of the people who participated in the festival it is important to note that there is not a lot of feedback about the festival from these stakeholders.

There were no responses to our surveys from the sponsors. The lack of response from the vendors and sponsors could indicate that this communication channel is weak or has been dissolved.

“I don't think I had a clear understanding of the expectations for our setup and better communication for set up and breakdown.”

“This is one of my favorite events to set up at! I love how many people and the diversity of vendors and attendees.”

Facebook surveys were conducted after the 2021 festival by the JIFAF committee about attendees' satisfaction with the festival. Fifty-one responses were received. The research indicated that the majority of the attendees heard about the festival from either word of mouth or social media. The satisfaction of the attendees was very high but indicated that they desired more food vendors.

Specific responses from the attendee surveys: “The line for the food vendors was very long. It would be nice if there was an area for the lines that didn’t clog up the way people were trying to walk through.”

“Encourage more vendors more food. And to encourage everyone to participate in the parade.

Enjoyed the time of year the date Cooter and Bucks give us much time as possible notice ahead and win maybe a month or so.”

“Securing more food vendors would prevent congestions and long wait time.”

Specific responses from the vendor surveys: “This event is a great asset to the Jackson community and I hope to see it continue and grow for many years to come!”

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JIFAF Strategic Plan | BACKGROUND

Resources

The External Environment

Resources include physical facilities, budgets, personnel, and client support needed to carry out the festival and opinions from resource providers.

This section evaluates economic, political, and social developments that occur outside an organization but have an influence on it. The external environment is often the source of opportunities, challenges, and risks. Below is a brief breakdown of these elements of Jackson.

This festival takes place at Jackson City Hall using resources from the City of Jackson which includes police, fire department, sanitation, etc.

Key personnel that supply other resources such as food, decorations, activities, etc. includes vendors, sponsors, and the festival committee. In the past, the overall budget for the festival has been $20,000$25,000 a year in cash expenditures which does not include in-kind donations. General feedback from city interviews concluded that they are in support of the festival’s ability to celebrate cultural diversity and want to continue to be able to provide resources for the festival.

According to the U.S. Census Bureau Jackson, TN has an approximate population of 68,205 as of April 1st, 2020. This population is about 49.5% white and 44.8% African American. People 16 years of age and older make up 58.3% of the labor force with a median house cold income of $43,621. The current target industries of this labor force include advanced food processing, automotive supplies, customer care centers, logistics, and data centers.

Understanding this information gives key insights into the economic demographic of Jackson which in turn will help identify and reach the festival’s target audience. The social environment of the Jackson

JIFAF SWOT Analysis Strrengths • Internal desire to improve the festival • Continuous growth in festival attendance • Upholds organizational mission statement • Variety of cultures are involved in the festival • Awareness and adaptation to cultural sensitivity • Well-established Jackson event • Experience from previous festivals • Central Location • Provides an attractive and unique experience in Jackson • Established partners and sponsors

Weaknesses • Unclear internal communication structure • Decision making power is not clearly identified • Unclear communication of roles with the sponsors • Unclear and inconsistent expectations of committee members, vendors, and sponsors • Long-term scheduling and planning process • Website accessibility and navigation • Inconsistent visual elements of brand image • Infrequent and inconsistent social media posting schedule

Opportunities

Threats

• City of Jackson expansion • Room for growth and change in the areas of media presence, sponsor relationships, and attendance • Develop a relationship with the new mayor and his staff • 135 cultures in Jackson • West Tennessee has a small amount of festivals • Rise of pride and acceptance of heritage of different cultures in America 10

• City Hall’s Infrastructure cannot support the growth of the festival • Conflict in time and date of the event with other events in Jackson • Intercultural conflicts • Uncertainty about the future of COVID and its effects on society • Weather

JIFAF Strategic Plan | BACKGROUND

area includes sporting events, festivals, music concerts, etc. Other non-traditional style events that occur include 731 Day, Flea Markets, Miss Tennessee Volunteer Pageant, Oktoberfest, Strawberry Festival, and the West-Tennessee State Fair. Specific dates and other smaller events can be found in the City of Jackson Calendar of Events. Main event locations include The Amp, Civic Center, Oman Arena, The Ned, and Jackson Fairgrounds. Jackson is home to a minor league baseball complex. As the committee continues to prepare for the 2022 festival they should be aware of the current Ukraine crisis as it may create cultural tensions within the Jackson community. Another factor that may affect the festival and broader society as a whole includes variants and restrictions due to the COVID-19 Pandemic. This could result in mask mandates, social distancing, business shutdowns, and protocols that may need to be determined by the committee. For the City of Jackson COVID-19 protocol refer to this page on their website.

The factors the festival competes with include the time of the event, location of the event, and other festivals or events in the Jackson area that take place during the same month. For the 2022 year, activities that take place during October include Flea Market, RIFA Canstruction, West TN Oktoberfest, and the Exotic Pets Expo. The 2023 calendar has not been updated, but Oktoberfest & the Exotic Pets Expo are recurring. During the previous month, the West TN State Fair will be held at the Jackson Fairgrounds, and in the month after the festival, major events that occur are Holiday Mart and West TN Farm & Toy Show. This affects vendor availability due to low supplies or preparation time or if they want to commit to only one festival during this season. As this festival takes place at City Hall and continues to experience exponential growth this location may become limiting to how many people can participate and attend. There are also many annual events that happen in the fall that prohibit attendees from the festival, such as school’s fall break and homecoming weekends. The schedules that should be considered for the festival include, but are not limited to; Lane College, Jackson/Madison County Schools, Jackson’s Bicentennial, Union University, Jackson State Community College, the University of Memphis at Lambuth. The dates of these fall breaks for 2023 have not been determined, but the 2022 fall break schedule is listed below.

Institution 2022 Fall Break Colleges & Universities

Link

Lane College

Sept. 29th - 30th

Link

Union University

Oct. 13th - 14th

Link

Jackson State Community College

Oct. 8th - 11th

Link

The University of Memphis at Lambuth

Oct. 8th - 11th

Link

Jackson/Madison County

Oct. 3rd - 7th

Link

Trinity Christian

TBD

Link

University School of Jackson

Oct. 3rd - 7th

Link

Jackson Christian

Oct. 3rd - 7th

Link

High Schools

Competition This section evaluates various events throughout Jackson that compete for audience attention, time, money, etc. This information should be taken into consideration when planning the festival and evaluating what strategies competitors are using successfully.

Oktoberfest (competitor): Oktoberfest takes place at The Crown Winery in Jackson, TN and is a one-day event. Attendees can enjoy beer, live music, and food. In comparison to JIFAF, Oktoberfest is only promoted on the City of

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JIFAF Strategic Plan | BACKGROUND

Jackson Event Calendar and does not have any social media or website presence. This event is a direct competitor because it happens in October and attracts some of the same attendees as the JIFAF.

own social media pages and website. It also relies on volunteers and vendors to function which is in competition with JIFAF recruitment of volunteers and vendors.

Platforms

None; all information is found on n/a Jackson, TN Event Calendar

Handles Followers

n/a n/a

Brand Voice

n/a

Levels of Engagement

n/a

Informational Excited

Posting Frequency

n/a

FB: 3-20 likes; outliers include a festival recap video and pageant winner IG: 5-15 likes; videos had higher engagement

Content Summary

informational, pictures, graphics, videos, schedule of events Infrequent; only at times leading up to the festival or week of the festival

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Festivals

Oktoberfest

Facebook Instagram

Facebook: @WTSFAIR FB: 192 Instagram: IG: 491 @westtnstatefair

West TN State Fair

West TN State Fair (competitor): Inspirational Festivals: West TN State Fair is a week-long event that usually takes place in September at the Jackson This section evaluates other festivals both local and Fairgrounds. Events of the week include food, live national that should be used to draw ideas from. music, a pageant, livestock, etc. This fair has its This includes a social media audit for each festival.

Competition Social Media Audit West TN Strawberry Festival: The West Tennessee Strawberry Festival is a week-long event that attracts over 75,000 people with a variety of offerings, including a parade, carnival, and several food vendors. Their social media posts are mostly informational. This festival should be used as an inspirational festival because it attracts a similar demographic of attendees and is known as the premier festival in West Tennessee.

Taste of Chicago: Taste of Chicago is an annual summer celebration of culture and food in Chicago.

Its social media posts deliberately engage with followers and provide easy access to detailed information about the festival via article links.

Since this is a relatively large festival, Taste of Chicago serves as a strong example of effective communication to sizable audiences.

Artscape Baltimore: Artscape is an annual three-day art festival in Baltimore that attracts over 300,000 people each year. It is America’s largest free arts festival and highlights artistic opportunities in four areas: culinary arts, visual arts, performing arts, and literary arts. The festival’s social media highlights its unique approach to art, featuring interactive elements like storm drain murals on the streets and large-scale art installations that provide unique photo opportunities for festival-goers. A wide variety of visually-stimulating content and an emphasis on follower engagement works well for Artscape and can also serve as an inspiration for JIFAF’s social media.

Main Street Art Festival: Main Street Art Festival is the largest four-day event in Fort Worth Texas. Similar to JIFAF, the festival brings together art, music, food, and culture in an urban setting. From an online perspective, the festival does an excellent job of providing easy access to information and providing a detailed guide for festival attendees on their website. Main Street Art Festival also uses a clean, consistent branding style and shares attendee and performer stories on its social media pages.

Festival

Main Street Art Festival

Artscape Baltimore

Taste of Chicago

West TN Strawberry Festival

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Facebook Instagram Twitter

Facebook Instagram Twitter

Facebook Twitter

Facebook Instagram

Platforms

Twitter: @mainstreetarts

Facebook / Instagram: @mainstreetartsfest

Facebook / Instagram / Twitter: @Artscape.

Baltimore

Facebook: 40,798 Instagram: 5,340 Twitter: 6,821

Facebook: 38,369 Instagram: 7,859 Twitter: 1,182

Facebook: 159,343 Twitter: 5,630

Facebook: @TheTasteOf Chicago

Twitter: @Taste ofChi

Facebook: 13, 870 Instagram: 1,736

Followers

Facebook / Instagram: @westtnstraw berryfest

Handles

Posting Frequency

Festival pictures, videos, articles

Candid photos, videos, informational graphics

Informational articles

Facebook: 50-150 likes; pictures of winners of contest got more likes

Twitter: 3-10 likes & retweets

Instagram: 8-100 likes; picture of people get more likes

Facebook: 2-6 likes; outliers with more likes are pictures of people

Twitter: 3-8 likes; outliers of content they retweeted averaging 10-30 likes

Facebook: 9-25 likes; few outliers of content they shared from someone else averaging 100-300 likes

Instagram: 30-75 likes; pictures of people get more likes

Facebook: 30-100 likes; week of photos get more likes

Engagement

Every 2-3 days; Instagram: 50-100 likes; pictures of during the festival winners of contest got more likes 3-4x a day Twitter: 0-15 likes; articles got more likes

Every 2-3 days; occasionally 2x a day

Infrequent Random

4-7x a day during the festival week; Informational, 1-2x a day during candid photos, the month leading giveaways up; 4x month all other times

Content

Inspirational Festivals Social Media Audit

Fun, educational, engaging

Colloquial, positive, engaging, informational

Informal, conversational, engaging, informational

Fun, positive, informational

Brand Voice

JIFAF Strategic Plan | SITUATION ANALYSIS

SITUATION ANALYSIS & CORE OPPORTUNITY

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JIFAF Strategic Plan | SITUATION ANALYSIS

SITUATION ANALYSIS This situational analysis synthesizes all the background information into a usable framework for the goals and objectives of the campaign.

The Jackson International Food and Art Festival has been held in downtown Jackson, Tennessee since 2014. In recent years, festival attendance has reached 12,000 persons with the majority of attendees coming from the local community and others from surrounding cities and states. There are 50+ food, merchandise, and organization vendors and sponsors. Constructive feedback from vendors indicates a desire for more food vendors and clearer communication of vendor expectations; 60% of feedback showed that vendors enjoyed the festival and would attend and contribute again. The festival embraces diversity and seeks to promote unity throughout the community through different cultural representations of art, food, and a parade of cultures.

There are 135 cultures in the Jackson community with only around 20 cultures being represented at the festival. The festival committee is made up of volunteers and works with the Jackson City Council.

affects the festival’s ability to reach a larger audience.

Restructuring communication roles and establishing an annual calendar would eliminate overlap, reduce confusion, and maximize the efficiency of the council itself. Thus, there would be a more structured festival that is able to grow and be sustainable for years to come.

CORE OPPORTUNITY

This statement further synthesizes the situation analysis into a core opportunity for JIFAF and the strategic campaign.

Core Opportunity Statement: A more clearly defined internal structure will enable the festival to reach untapped market potential, resulting in higher volunteer, vendor, sponsor, and attendance rates.

The primary competition includes school scheduling, which affects the festival’s attendance, as well as city awareness of the festival itself. The primary challenge is a lack of clear strategic internal and external communication. This lack of clarity causes difficulty in creating a centralized information system and contributes to an inconsistent communication strategy. This structure also complicates the creation of an annual calendar and delays setting a date for the festival itself. All of this contributes to a fluctuating relationship with the city, which in turn

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GOAL & OBJECTIVES

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JIFAF Strategic Plan | GOAL & OBJECTIVES

GOAL The overall goal synthesizes the core opportunity and JIFAF’s mission to create a comprehensive target for this campaign.

Overall Goal: To create a strategic internal and external communication structure for a growing and sustainable festival.

OBJECTIVES Objectives are specific, measurable statements on what needs to be accomplished to reach the goal. At the end of the campaign, JIFAF can use the objects to evaluate the successes and failures of this strategic plan. More specifics on how to achieve the objectives will be provided in the Tactics section.

1.

To create a clear workflow for members of the committee by the 2023 festival.

2. To strengthen communication channels between JIFAF and its sponsors by the 2023 festival.

3. To increase the number of food vendors to 30 by the 2023 festival.

4. To increase festival attendance to 13,500 by the 2023 festival.

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THE BIG IDEA THE BIG IDEA KEY PUBLICS PERSONAS MESSAGES

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JIFAF Strategic Plan | MESSAGING

THE BIG IDEA The big idea section details a suggested and creative strategy on which to build this entire campaign.

Inspired by the campaign’s goal and objectives, the central idea itself, strategy, slogan, hashtags, and visual representation are detailed below.

Big Idea: The Jackson International Food and Art Festival is a must-attend multicultural experience that celebrates diverse traditions of food and art throughout West Tennessee.

Strategy: Reorganize and rebrand the Jackson International Food and Art Festival to create consistent communication with all stakeholders.

Slogan: Taste the experience, experience the world.

Hashtags: • #PeoplePalettesPlates • #onejacksonmanyflavors

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JIFAF Strategic Plan | MESSAGING

KEY PUBLICS The key publics section explains a suggested group people (publics) to reach out to for this campaign. Below are lists on how to communicate with each particular group based on their interests, leaders, and both demographics and psychographics.

JIFAF Committee Objective: To create a clear workflow for members of the committee by the 2023 festival.

Background The JIFAF Committee is made up of volunteers that live in Jackson; a mix of internationally and nationally born members that are passionate about celebrating cultural diversity in the city of Jackson.

Relationship With JIFAF • Members are devoted and integral to the life of the festival.

• Members are the ones who send out information to the community (vendors, sponsors, attendees).

• Members keep the festival a recurring event.

Opinion Leaders • Eduardo Morales • Sandra Dee • Anna Esquivel • Jean-Marie Walls • Vinay Sood • Wanda Stanfill Motivating Self-Interests • Personal growth • Cultural awareness & education • Service to the community Viable Communication Channels • Email • Text messages • Phone calls • In-person meetings

Food Vendors Objective: To increase the number of food vendors to 30 by the 2023 festival.

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Background Food vendors consist of different groups from all over West Tennessee that set up a booth on the day of the festival. In 2021, there were 19 food vendors. *See persona on p. 22 for demographics Relationship With JIFAF • Since food is a major part of the festival, vendors are crucial for attendee enjoyment.

• The festival cannot run without vendors- no vendors, no people.

• By reorganizing communication channels, there is potential to gain more vendors, which will influence both attendance and vendor growth.

• Vendors help support and publicize the festival before the actual day of the festival.

Motivating Self-Interests • Increase awareness of their business in the community • Make a profit • Establish recurring customers • Continue sharing family/heritage traditions to those around them • Make new connections across West TN Viable Communication Channels • Email • Website • Instagram • Facebook • Existing Facebook groups (food trucks, local restaurants, etc).

• Existing newsletters

Attendees Objective: To increase festival attendance to 13,500 by the 2023 festival.

Background The target audience is mothers of school aged children who are looking for ways to get their children out of their house and off their screens. They are also wanting to better educate their children about different cultures. Mothers were chosen because they are often decision-makers for family outings.

The subgroup of attendees specifically targeted are mothers ages 27-42. *See persona on p. 22 for demographics

JIFAF Strategic Plan | MESSAGING

Relationship With JIFAF • Attendees are the main public who keep the festival alive- no attendees, no festival.

• Attendees help spread news about the festival to others to continue attendance growth.

• Attendees are the ones to enjoy the festival and experience the celebration of cultural unity in Jackson.

Opinion Leaders Women in leadership in different schools, religious organizations, and non-profits across West Tennessee.

• PTO Officers/Committee Chairs of local schools • Children’s Ministry and Communications Coordinators at local churches • Communication managers at local nonprofits • Jackson Tennessee Moms Facebook Group • What’s happening in Jackson TN? Facebook group • What’s Going on in West TN? Facebook Group • Eat 731 Jackson TN Facebook Group • Our Jackson Home • Local friends and family members Motivating Self-Interests • Opportunity to get the children out of the house and off screens • Learn more about different countries • Enjoy a day together as a family • Eat food, see art, and enjoy the day • Connect with their Jackson neighbors • Supporting local businesses Viable Communication Channels • Website • Instagram & Facebook • Email • Though vendor and sponsor promotions

Sponsors Objective: To strengthen communication channels between JIFAF and its sponsors by the 2023 festival.

Background The target audience to reach for sponsor organizations are local organizations that are looking to expand their relationships and donate to an organization in the Jackson community.

Typically business owners. *See persona on p. 23 for demographics Relationship With JIFAF • Provide vital services and resources to the festival • Provide police presence and infrastructure management (city) • Funding from various organizations in Jackson • By sponsoring the festival, business will gain publicity and be known for celebrating an event that celebrates cultural unity • Establish organizational relationships that celebrate cultural diversity and unity Opinion Leaders • The City of Jackson • Mayoral Team • Jackson Art Council • Jackson Area Chamber of Commerce • African American Chamber of Commerce • Jackson Downtown Development • University President & Trustees • School Board • Rotary Club of Jackson • West Tennessee Healthcare • Jackson Energy Authority • AARP • Delta Faucet Company Motivating Self-Interests • By sponsoring this event sponsors help support the growth not only of the festival but of the Jackson community which results in growth for their own business.

• Sponsors may use this festival as an opportunity to inform the community about services they offer.

Viable Communication Channels • Various liaisons within departments (primary sponsors liaisons provided by JIFAF) • Online newsletter • Website • Word-of-mouth 21

JIFAF Strategic Plan | MESSAGING

PERSONAS The personas section explains in detail the demographics and psychographics section of the Key Publics. It provides specific examples of key publics to keep in mind when developing targeted messages.

Attendees

Food Vendors

Name: Jackie Williams Demographics & Psychographics: • 38 years old • African American female • Evangelical Christian • Works at Lane College • Volunteers at RIFA • 4 kids (oldest 15) • Tired from work and dealing with kids • Loves to learn and lead others • Enjoys a nice day out with her family • HHI $75,000

Name: Kelvin Fernandez

Needs: Jackie has worked her whole life and is always looking for more ways to become better invested into the community. She moved to Jackson four years ago and still hasn’t found a place where she really loves to serve. She hopes to find a place where she feels respected and where she can make a difference, as well as a place to experience growth with her family. She also feels the need to educate others and teach them about her life.

Description: Jackie spends her rare freetime reading books, specifically biographies. She has loved to learn since she was little and was determined one day that she would teach. She works at Lane College teaching history and loves to help people find their calling. She has recently been very passionate about world affairs and wants to help others know what they can do to love their neighbor better. She has recently decided that she wants to give back to the community in the best way she can. She started volunteering at RIFA about a year ago and wants others to be excited about serving as well. Her family attends the Montessori school and is in search of finding ways to spend more time together.

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Demographics & Psychographics: • 35 years old • Male • Hispanic • Chef • The family started a business, he is being fashioned to take over • Married with one kid on the way, one baby 18 months old • Quick, efficient, warm-hearted • 1st generation American • HHI: $85,000 Needs: Kelvin needs more workers and a bigger space for his restaurant. He has a lot of customers in and out starting at noon and closing at 10 p.m. on weekdays. He doesn’t quite have the funds to start a new store. The importance of Mexican culture is evident throughout his restaurant. He needs more publicity, which is why he likes cooking for the festival because people hear more about his business. He also wants to integrate his heritage into the community of Jackson.

Description: Kelvin spends most of his days cooking and rushing from place to place. He wakes up at 5 am most mornings to get to his restaurant by 7 am.

He works all day long, but he always makes sure to treat his work family like his actual family. Despite his restaurant being small, Kelvin is well known by his customers. He has attended the festival as a vendor for two years, and it really has helped his business get more publicity coming to the festival.

JIFAF Strategic Plan | MESSAGING

Sponsors Name: Dan Smith Demographics & Psychographics: • 56 years old • White • Married with three kids • CEO at Regions Bank • Non-Denominational church goer • Member of the Jackson-Madison County School Board • Goes to City Council meetings • Cautious investor • Values inclusion, progression, and being service-oriented • HHI: $120,000 Needs: As the CEO, Dan Smith needs to donate to an organization to receive the end of the tax write-offs.

His company standards require this organization to be a local Jackson organization, transparent about where their money goes, and be in good standings within the Jackson Community. His board of trustees has decided that they would like to find a place that reaches several different nationalities to expand their relationships.

Jackie Williams Attendee Persona

Kelvin Fernandez Vendor Persona

Description: Dan’s organization has been established for 40 years in Jackson, but is always looking to grow. Dan stepped into the CEO position 9 years ago and has already expanded the business’s relationships by 30% but his organization’s new goal is to better reach different nationalities. Dan’s personal love for being involved in the Jackson community is something he is trying to carry over into his place of business.

Dan Smith Sponsor Persona

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JIFAF Strategic Plan | MESSAGING

MESSAGES The messages section provides both primary and secondary messages that can be utilized to target each key public. These messages are designed to be specific to the individual public and focused on the interests of this campaign.

JIFAF Committee Primary message: Establishing a stronger communication structure will maximize the festival’s potential through mutually beneficial relationships with sponsors, vendors, and attendees.

Secondary messages: A stronger communication structure will save both the committee and the city time and money.

A stronger communication structure will pave the way for the achievement of JIFAF’s goals and the full realization of its vision.

A stronger communication structure will help strengthen marketing efforts and help establish a stronger social and traditional media presence.

Vendors Primary message: Vendors can participate in Jackson’s multicultural festival and promote cultural unity while simultaneously increasing awareness of their businesses and earning a profit.

Secondary messages: The festival has continued to grow each year, with around 12,000 attendees at the previous festival.

This means that there is ample opportunity and need for more vendors to participate.

According to vendor testimonials from the surveys in the background section, vendors enjoyed attending past festivals and the opportunity to promote their businesses.

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Attendees Primary message: The festival allows attendees to experience a day with friends and family, put down screens, and learn about different cultures, food, and art to which they may not otherwise be exposed.

Secondary messages: Cultural diversity is vital to maintaining an accepting, well-balanced community.

Get to know your neighbor – discover new things about the city you live in.

City services are available for everyone.

With food and art from nearly 30 different cultures available, JIFAF is an engaging and educational experience for the whole family.

The festival showcases a variety of entertaining performances, art exhibits, and cultural cuisine.

The world is right here at your doorstep, you just don’t realize it.

Sponsors Primary message: Sponsoring the JIFAF will support its growth and the growth of Jackson, as well as promote the celebration of cultural diversity among the community.

Secondary messages: The festival attracts many different kinds of people to the city of Jackson and reflects the city’s care for all of its cultures.

Being involved in a community-centered event like JIFAF reflect well on the sponsor’s organization.

JIFAF Strategic Plan | MESSAGING

THE BIG IDEA KEY TAKEAWAYS Big Idea: The Jackson International Food and Art Festival is a must-attend multicultural experience that celebrates diverse traditions of food and art throughout West Tennessee.

Slogan: Taste the experience, experience the world.

Key Publics: JIFAF Attendees Food Vendors Sponsors JIFAF: JIFAF is made up of volunteers that live in Jackson; a mix of internationally and nationally born members that are passionate about celebrating cultural diversity in the city of Jackson. The primary message for JIFAF is that establishing a stronger communication structure will maximize the festival’s potential through mutually beneficial relationships with sponsors, vendors, and attendees.

Attendees: The target audience is to reach mothers of school aged children who are looking for ways to get their children out of their house and off their screens. They are also wanting to educate their children more on learning about different cultures. The

subgroup of attendees specifically targeted are mothers ages 27-42. The primary message for attendees is that the festival allows you to experience different cultures, food, and art in an exciting, family-friendly environment.

Food Vendors: Food vendors consist of different cultural groups from all over West Tennessee that set up a booth on the day of the festival. In 2021, there were 19 food vendors. The primary message for vendors is that they can participate in Jackson’s multicultural festival and promote cultural unity while simultaneously increasing awareness of their businesses and earning a profit.

Sponsors: The target audience to reach for sponsor organizations are local organizations that are looking to expand their relationships and donate to an organization in the Jackson community.

Typically business owners. The primary message for sponsors is that sponsoring the JIFAF will support its growth and the growth of Jackson, as well as promote the celebration of cultural diversity among the community.

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TACTICS

Tactics are the creative elements and tools used to deliver messages through specific channels. They serve as tangible expressions of the campaign strategy.

The following tactics are grouped according to the responsibilities of each role in a proposed organizational chart. Tactics with a star denote higher priority than tactics with a triangle. higher priority tactic lower priority tactic

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JIFAF Strategic Plan | TACTICS

ORGANIZATIONAL CHART Description: This chart should be used as a guide to establish the roles and responsibilities of organization members. A circular organizational chart represents a centralized flow of information, unlike in a hierarchical organizational chart that has a top-down flow of information. In the middle is the highest ranking position that is responsible for communicating with all other parts of the organization. Using this chart will help establish communication channels about specific tasks, who is performing them, and where to direct questions about specific aspects of the festival. Each position should be assigned a chair and the committee should be filled with two members who are the key decision-makers and chief delegators of that aspect of the festival.

The exception to this is the Communications Director Position that should be filled with one member as an overseeing chair, one Digital Coordinator who oversees all digital promotions, and one Print Coordinator who oversees all print promotions. Members may be coordinators of multiple areas if positions cannot be filled. In this situation, any shared roles should be ones with similar or overlapping tasks. As tasks arise and evolve, this list may be altered in accordance with festival needs.

Objective It Meets: To create a clear workflow for members of the committee by the 2023 festival.

Target Audience(s): JIFAF Committee Members Timeline: This chart should be filled during the first festival meeting of 2023.

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JIFAF Strategic Plan | TACTICS

EXECUTIVE COUNCIL TACTICS Communication Technology | Radio & TV News Spots | Vision Development for the 2023 Festival | Monthly Check-In Meetings | Follow-Up Email & Thank You Cards

Communication Technology Objective(s) It Meets: To create a clear workflow for members of the committee by the 2023 festival.

Target Audience(s): JIFAF Committee Members Description: In order to streamline tasks and facilitate more efficient communication among JIFAF committee members, using project management software like Asana in conjunction with a workplace messaging app, such as Slack, can be helpful. These two programs in particular are excellent ways to keep everyone on the same page and work on long-form projects while cutting down on the amount of emails sent back and forth.

Asana is a project management tool that helps organize workflow with features like project overviews, calendars, check lists, and assignable tasks. The free version is available for groups of up to 15 people, and it can be downloaded directly from asana.com. Slack is a messaging application that uses channels to organize messaging and create specific conversation groups. Slack has both web and app versions, serving as a kind of “digital HQ” for organizations of all kinds. It is available for download on all app stores and can be accessed online at slack.com.

11 Months Prior to the Festival: Upload all projects that need to be completed before the 2023 festival into Asana and assign tasks as far in advance as possible. At this point, ensure that all committee members are using the program and communicating via Slack.

Radio and Public Service Announcements (WYN 106.9) Objective(s) it Meets: To increase the festival attendance to 13,500 attendees by the 2023 festival.

Target Audience(s): Attendees Description: Contact WBBJ & WYN 106.9 to air a video/audio recording of the festival’s information to increase awareness about the upcoming event.

WYN 106.9 Contact: • WYN 106.9 (WWYN) 111 West Main Street, Jackson, TN, 38301

Examples:

• Text: 731-422-2555

Asana: Create specific projects and break them into tasks. Then, assign people to each task and have them check off each one as they complete it.

• http://www.wyn1069.com/on-air/joy-in-the-workday/email/

Slack: Create communication channels for different festival initiatives (i.e. social media management, sponsor coordination, vendor coordination, fundraising, etc.).

Cost: • Asana: FREE (option to upgrade Asana for more features & more people at $10.99 per user/per month) • Slack: FREE (option to upgrade for more features) Timeline: 4 months Prior To The 2022 Festival: Each committee member should download Slack and 28

begin creating channels and practicing using the app. The committee should install Asana and onboard each member to the program. Any projects that remain before the fall 2022 festival can be written into Asana, and committee members can practice using the program. This time will serve as a trial period with the technology.

• Phone: 866-996-1069

Example: The video already created on the website will air on WBBJ to show what the festival is about and letting everyone know the dates, location, and activities available.

For the radio station, it can be a 15-30 second airing of also explaining the dates, location, and activities available.

“Hi! My name is __ and I am a representative of the Jackson International Food and Art festival. The festival is held in downtown Jackson and is a great way to come and experience cultural unity in our very own Hub City. This year the festival is on __ from __ to __. We have vendors representing different

JIFAF Strategic Plan | TACTICS

countries and a day full of games, activities, art, food, parades and more! This is a must attend event and as we like to say, you’ll be able to “Taste the experience, experience the world.” We hope to see you there!”

• Working Style Quiz Working-Styles.pdf (lmpartnership.org)

Cost: $25 per radio spot on WWYN. $1,000-$2,000 per WBBJ spot.

Cost: In general cost will vary based on location, meals, and activities, but can be done on a minimal budget. Expected expenses include: retreat center, food, possible activities (ex: escape room), gas (if driving to a retreat center), team building guide or workbooks (optional).

Timeline: 2 Months Prior to the Festival: Send in a video to WBBJ and audio recording to WYN 106.9 asking to be aired one month before the festival.

• 16 Personalities Quiz Free personality test, type descriptions, relationship and career advice | 16Personalities

1 Month Prior to the Festival: Ask to be aired 3 times in the month prior to the festival (once a week).

Low to No-Cost expenses: potluck, hosting at a committee members house, online workshop blogs, working style quiz.

Vision Development for 2023 Festival

A recommended budget for this tactic is $0 - $500.

Description: Hosting a professional development workshop, team retreat, or social gathering prior to the festival planning process allows members of the committee to get to know one another before they begin working together. This tactic should be planned and organized by the Executive Committee. This could be held at a retreat center outside of Jackson, a local restaurant, or the regular meeting location. During the workshop time should be spent doing team building exercises, taking and discussing the working style quiz, and fellowshiping over a meal.

Objective it Meets: To create a clear workflow for members of the committee by the 2023 festival.

Target Audience(s): JIFAF Committee Members Example: Possible Retreat Centers: • Camp Clark Williamson • The Grove at Red Oak Lake - Camp - Memphis Retreat Center Team Building Exercises: • Escape Rooms — Jackson Escape Rooms • Paint Party Team Building Event Ideas: Painting Party | Painting with a Twist • Getting to Know Each Other Getting-to-Know-One-Another-Exercise.pdf (positivepsychology.com) • There are many blogs like this one that have more team building games 21 Fun Communication Games for Work in 2022 (teambuilding.com)

Timeline: As this tactic requires coordinating schedules, it should be done before the first festival planning meeting takes place or within the first month of planning for the 2023 festival. All committee roles should be filled prior to executing this workshop.

Monthly Check-In Meetings Description: Monthly check-in meetings will serve as a time for the committee to update each other on festival progress and plan for the future. During these meetings, each member should prepare a brief report of all information relevant to the rest of the committee and present it. These meetings will primarily take place virtually, using free programs such as Zoom or Microsoft Teams, but the committee can decide to conduct them in person at any time.

Objective(s) It Meets: To create a clear workflow for members of the committee by the 2023 festival.

Target Audience(s): JIFAF Committee Members Example: An example meeting will begin with a member of the executive council sending out an invite link to the entire committee and a short description of the meeting’s purpose. That member, the host, will then address the group and welcome them to the meeting. In the following order, each member will update the committee on their progress and express any questions or concerns: Executive Council, Sponsor Coordinator, Volunteer Coordinator, Vendor Coordinator, Children’s Activity Director, Parade Coordinator, City of Jackson Liaison, Communications Director, and Day of Coordinator. Next, each member will update the committee on their progress and express any questions or concerns. After everyone has spoken, the floor will be open for discussion to address any concerns and solve any identified prob29

JIFAF Strategic Plan | TACTICS

lems. One member should record minutes and distribute them to the rest of the committee at the conclusion of each meeting.

Timeline: 1 Month After the Fall Festival: Hold the first checkin meeting, which will also serve as a recap of the most recent festival.

Every Month Until the Next Festival: Monthy meetings should occur on the same date every month, determined during the first meeting of the festival preparation year.

Follow-Up Email and Thank-You Cards Objective(s) it Meets: To strengthen communication channels between JIFAF and its sponsors by the 2023 festival; To increase the number of food vendors to 30 vendors by the 2023 festival.

Target Audience(s): Sponsors, Vendors and Volunteers.

Description: Follow-up emails will be sent as a means to check in with past sponsors, vendors, and volunteers. They will serve as a way to thank them for their time and dedication, while also providing a link to register for the next year’s festival.

The thank-you card will be sent out in the month after the festival to simply say thank you for what each sponsor, vendor and volunteer, has done for the festival. This will ideally be sent via print mail, but can also be done through email. To ensure that every sponsor and volunteers gets a card there are 250 cards needed.

Cost: The cost will range from $8 to $20. If Walmart is chosen then the cost will be around $50. If making a custom card through Canva ask for an In-kind donations from a local business. Hubcity Blue Print is one suggestion, however, one could also go through FedEx.

Options • (Walmart, Jackson TN) Walmart | Thank You Cards - 120 cards.

• ​​(Canva, Online) Canva | Card Templates Free Templates • (Hubcity Blue Print, Jackson TN) Hub City Blueprint | Printing - Ask for an in-kind Donation.

• (FedEx , Jackson TN) FedEx | Printing Thank-you Cards Examples: Dear (First and Last name of Sponsor), (Sponsor’s Company Name) (Sponsor’s Company Address) Date: (dd/mm/yy) It gives us great pleasure to inform you that the Jackson International Food and Art Festival was a great success. We appreciate your generous sponsorship and dedication to the festival. We want you to know that you play a huge role in our festival and we want to show a small portion of our gratitude.

Thank you.

Sincerely, (Your Name) (Position) Jackson International Food and Art Festival (Contact Number) Dear (First and Last name of Volunteer), (Volunteer’s Company Address) Date: (dd/mm/yy) It gives us great pleasure to inform you that the Jackson International Food and Art Festival was a major success. We appreciate your contribution of time, support, mentorship, and guidance have helped us greatly. The festival would not have run as smoothly without you.

We want you to know that you played a huge role in our festival and we want to show a small portion of our gratitude.

Thank you.

Sincerely, (Your Name) (Position) Jackson International Food and Art Festival (Contact Number)

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JIFAF Strategic Plan | TACTICS

Follow Up Email Example: Dear, (First and Last Name of Sponsor, Vendor, or Volunteer) Date: (dd/mm/yy) Subject: Follow Up: Jackson International Food and Art Festival Dear (First Name of Sponsor, Vendor, or Volunteer), We wanted to thank you for being a part of this year’s Jackson International Food and Art Festival and let you know about some important details. First, the date of our festival is ______ 2023! We hope that you have registered for this year’s festival if not you can click the link to our website.

Please be checking your emails for more information to come. We appreciate you greatly!

Thank you, (Your Name) (Position) Jackson International Food and Art Festival (Contact Number) Timeline: 6 Months Prior to the Festival: A follow-up email should be sent.

2 Months Prior to the Festival: Thank you cards should be created and printed.

1-2 Months After to the Festival: Thank-you letters should be sent to all sponsors and volunteers.

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JIFAF Strategic Plan | TACTICS

VENDOR COORDINATOR TACTICS Vendor Incentive Program | Vendor Cookbook | Vendor Appreciation

Vendor Incentive Program Objective(s) it meets: To increase the number of food vendors to 30 vendors by the 2023 festival.

Target audience(s): Vendors Description:

Invited Party: _______________________ Date:___/___/___ Inviter of the outside party: _________________ Date: ___/___/___/ JIFAF Board Member: _____________________

This tactic includes an incentive for vendors if they assist in gaining more vendors to sign up for the festival. For example, If Vendor A is signed up to participate and they serve as a referral for Vendor B, Vendor A will get a discount for the current year’s booth cost prior to the festival. This will help gain more vendors for the 2023 festival.

Cost: Flat rate from UPrinting: 100 forms printed for $75.79 (multiply by two for each different form, $151.58). From a local printing service, ask for an inkind donation or for a discounted rate. Number of forms to be printed: 100 forms each annually.

Example template for the invited agreement:

Timeline:

I, (member of the invited party) ________, with (company/business name being represented) ___________, do agree to participate in the (year) ________ Jackson International Food and Art Festival, as being invited by (member of the vendor that invited the outside part to participate) _____________, with (name of inviting party’s company) _________________________.

Invited Party: _______________________ Date:___/___/___ Inviter of the outside party: _________________ Date: ___/___/___/ JIFAF Board Member: _____________________ Date:___/___/___ Example template for the discount to be received by the inviter party: I, (party that invited outside organization) _______did invite (member of the invited party) ____________ with (invited party’s company/ business name) __________to participate in the (date of the current festival’s year) _____________ festival, to which I, (invited party member) ____________ do agree to participate.

Upon this agreement, I, (JIFAF board member) __________________ do issue a discount in the amount of $_________ / _______% to be received by (party member that invited the outside organization / inviter party’s company name) _____________, with ____________on (date of signing the agreement)___/___/___, 32

effective immediately.

Date:___/___/___

6-9 Months Prior to the Festival: Invitations that are to be sent by those who are already food vendors and have participated in a previous festival, should be sent to outside members, inviting them to participate in the upcoming year’s festival 6 to 9 months prior to the event.

1 Month Prior to the Festival: Send a reminder for invited food vendors who wish to participate in the Jackson International Food and Art Festival. They will need to comply with the rules, guidelines, and deadlines given to each vendor, following being invited to participate in the festival. 1 month prior to the festival should be the latest that an outside party is invited to participate, in order to be adequately prepared for the event.

Prior to the Festival Payments: The festival food vendor who is to receive the discount, shall receive the discount prior to paying the food vendor fee.

This discount and fee will both be determined each year by the festival’s board.

Vendor Cookbook Objective(s) it meets: To increase the festival attendance to 13,500 attendees by the 2023 festival.

Target audience(s): Attendees Description: To increase engagement from both attendees and vendors, JIFAF should sell a cookbook with the top recipes from different food vendors. The contents of this cookbook would contain interesting facts about the cultural region and the cook’s favorite memories surrounding the dish as well as the recipe.

JIFAF Strategic Plan | TACTICS

Additionally, this book would become a revenue source for the festival.

Cost: Lulu Book Printing (www.lulu.com) • 150 books + shipping = $1,630.81 (10.75/book) • Page count: 50 • Interior color: color premium • Paper type: 80# coated white • Binding type: paperback • Cover finish: glossy • Sell for $16/book for a $769.19 profit Timeline: Since this is a long-term, aspirational tactic, the timeline is flexible. JIFAF staff could collect recipes from the 2022 and 2023 festivals to release a cookbook at the 2024 festival and update it every three to four years.

5 Months Prior to the Festival: Finalize all recipes, interesting facts, and cook biography.

3.5 Months Prior to the Festival: Finalize the cookbook design.

3 Months Prior to the Festival: Send the cookbook to be printed.

These vendor interaction and appreciation materials will consist of hand-written, thank you cards to be sent to each vendor, concluding the festival, thanking them for their time and contribution.

Example: Dear ____________, On behalf of the Jackson International Food and Art Festival, we want to personally take the time to thank you for your valued time, hard work, and contribution to helping make our festival a success. If it were not for people like you, our festival would not be possible. Your service is greatly appreciated and one that we look forward to hosting every year. Thank you again for helping to make the JIFAF a success this year!

Gratefully, ______________________ Cost: For 100 printed flat cards from UPrinting Front printed only: $25.32 including tax.

For 100 printed flat cards from local printing services: it is advised to ask for an in-kind donation or discount.

Timeline: 3.5 Months Prior to the Festival: Design festival blank cards.

3 Months Prior to the Festival: Order the vendor blank cards.

3-7 Days After the Festival: Handwrite and mail personalized thank you cards to each vendor who attended the festival.

NOTE: Since these cards are blank and to be personalized, these can be used for other means needed by the festival.

Vendor Appreciation Objective(s) it meets: To increase the number of food vendors to 30 vendors by the 2023 festival.

Target Audience(s): Vendors Description: Vendor appreciation materials will include personalized thank you cards to send to each vendor concluding the annual festival, as a way to not only thank them for their participation, but to also encourage their business to return the following year.

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JIFAF Strategic Plan | TACTICS

SPONSOR COORDINATOR TACTICS Communication Via Email, Text, and Newsletter | Promotional Children’s Materials

Communication Via Email, Text, and Newsletter Objective(s) it Meets: To strengthen communication channels between JIFAF and its sponsors by the 2023 festival.

Target Audience(s): Sponsors Description: The newsletter will have different sections, each for the key public (sections individually for sponsors, vendors, and volunteers). This can be disseminated through email or text.

Sponsor: Provide thank you’s for received gifts, as well as state ways to donate to current needs and provide updates as to where donations are being used to benefit the festival.

Vendor: Thank vendors for their involvement, as well as motivate them to continue participation and promote business brought about by vending at the festival.

Volunteer: Show appreciation for volunteer work with sentiment and examples, as well as detailed ways that volunteers can continue to be involved with the festival.

Example: Tense of emails and texts depend on whether it is being sent before or after the festival; follow up emails will base off of thank-you emails listed below.

Example situation is an announced festival date as well as the addition of new nations represented.

Sponsor Newsletter Example: Dear (sponsor name), Thank you so much for your support; we are excited to announce that we have determined a festival date! This year’s Jackson International Food and Art Festival will be held on (date).

We are so grateful for your support, as we are using each donation to make this year the best festival yet! Sponsors like you play a special role in helping spread cultural awareness and celebrate diversity in Jackson! This year, we are excited to announce the new representation of (n) new nations!

Thank you again for all of your generous support to make Jackson a place of diversity and beauty.

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Sincerely, The Jackson Food and Art Festival Executive Committee Sponsor Text Example: Hey (sponsor name)! We are pleased to announce the 2023 Jackson International Food and Art Festival is set to take place on (selected date).

We are so excited for this year and sponsors like you make it possible! Thank you for your continued support!

Sincerely, The Jackson International Food and Art Festival Cost: No cost for emails and texts • Printing costs are typically $0.12-$0.18 per color print • Mailing costs are approximately $0.55 per letter • 100 prints at approximately $0.15 per print = $15.00-$20.00 • 100 letters mailed at $0.55 per letter = $55.00 • Approximately $70.00-75.00 total Timeline: News texts, email, newsletters can vary depending on the sponsor and content of the message.

Once a Month Prior to the Festival: Text/Email 1 Month and 6 Months After the Festival. 3 Months Before the Next Festival: To maintain consistent communication with sponsors and encourage their continued support, send email updates throughout the festival planning process.

Promotional Children’s Materials Objective(s) it meets: To strengthen communication channels among JIFAF and its sponsors by the 2023 festival; To increase the festival attendance to 13,500 attendees by the 2023 festival.

Target audience(s): Sponsors & Attendees Description: Print materials will include coloring sheets, word searches, and scavenger hunt worksheets for each provider to hand out to anyone

JIFAF Strategic Plan | TACTICS

who wants one, especially children.

Cost: $75-$150 or request an in-kind donation from Union University Printing Services.

The recommended quantity of coloring sheets that needs to be printed ranges from 200-250 to supply for total vendors.

Timeline: 6-8 Months Prior to the Festival: Visuals for sponsors to hand out to attendees should be made/ printed in bulk in order to ensure adequate amounts of print materials and to promote the festival in a timely manner prior to the festival’s date.

Distribution: These printed signs will be given out to the following organizations 3-5 months prior to the festival, in order to spread awareness and be able to order more materials if need be.

• Libraries/Community Spaces: • North Branch-Jackson Madison County Library • Jackson Madison County Library • Union University Library • Jackson State Community College Library • Lambuth Library • Lane College Library • Star Center • Dream Center • Schools: • Alexander Elementary • Andrew Jackson • Arlington Elementary • Community Montessori • Denmark Elementary • East Elementary • Isaac Lane • Lincoln Elementary • Nova Early Learning Center • Pope Elementary • Rose Hill School • South Elementary School • Thelma Barker Elementary School • Restaurants / Businesses: • Los Portales • Tekila • Tacos Baracus • Tacos For Life • Old Town Spaghetti Store • Gourmet Your Way • Mama Baudos • Picasso • Rock ‘n’ Dough • Asahi • Grubbs Grocery 35

JIFAF Strategic Plan | TACTICS

PRINT COMMUNICATIONS COORDINATOR TACTICS Print Materials | Window Decals / Bumper Stickers

Print Materials Objective(s) it meets: To increase the festival attendance to 13,500 attendees by the 2023 festival.

Target audience(s): Attendees Description: Print materials will include flyers, postcards, and information cards to be given to sponsors, vendors, schools, etc. to promote the festival. To create a more impactful messaging and engaging call to action, materials will contain a variety of messages designed specifically for their respective locations and audiences.

Schools, Colleges, and Educational Centers: These print materials can highlight the educational aspects of the festival or outline volunteer opportunities for community service hours.

Restaurants: These print materials will highlight the food offered at the festival. See vendor or sponsor tactics for restaurants that fall into either of these categories.

Community Services and Other Businesses: These print materials will underscore the communitybuilding and cultural engagement offered by the festival.

Number of Information Cards: 3,625 needed ($98.12 for 3,500 from UPrinting) • Schools, Colleges, and Educational Centers: 1,225 needed • $38.21 for 1,500 from UPrinting • Restaurants: 550 needed • $19.89 for 500 from UPrinting • Community Services and Other Businesses: 1,850 needed • $40.02 for 2,000 from UPrinting Number of Postcards: 3,625 needed ($293.03 for 3,500 from UPrinting) • Schools, Colleges, and Educational Centers: 1,225 needed • $82.83 for 1,000 front-and-back from UPrinting • Restaurants: 550 needed • $74.98 for UPrinting

500

front-and-back

from

• Community Services and Other Businesses: 1,850

Cost: These numbers are based on 1 flyer, 25 postcards, and 25 information cards per location.

These numbers can be adjusted to meet the needs of varying locations. The costs below are from UPrinting.com and Union University Printing Services (or request an in-kind donation from Union University Printing Services).

Timeline:

Number of Posters: 145 needed ($84.10 for 145 from Union University Printing Services)

3 Months Prior to the Festival: Begin the printing process.

• Schools, Colleges, and Educational Centers: 49 needed

2 Months Prior to the Festival: Distribute print materials to respective locations.

• $28.42 for 49 from Union University Printing Services • Restaurants: 22 needed • $12.76 for 22 from Union University Printing Services • Community Services and Other Businesses: 74 needed 36

• $42.92 for 74 from Union University Printing Services

• $135.22 for 2,000 front-and-back from UPrinting 4 Months Prior to the Festival: Finish the design and email organizations to ask permission and finalize the print count.

Distribution: • Libraries: • North Branch-Jackson Madison County Library • Jackson Madison County Library • Union University Library • Jackson State Community College Library • Lambuth Library • Lane College Library

JIFAF Strategic Plan | TACTICS

• Schools: • Alexander Elementary • Andrew Jackson • Arlington Elementary • Community Montessori • Denmark Elementary • East Elementary • Isaac Lane • Jackson Academic STEAM Academy • Jackson Careers and Technology Elementary • JCM 6-12 • JCM Early College High • Liberty Technology High School • Lincoln Elementary • Madison Academic High School • North Parkway Middle School • NorthSide High School • Northeast Middle School • Nova Early Learning Center • Parkview Prep Academy • Pope Elementary • Rose Hill School • South Elementary School • South Side High School • Thelma Barker Elementary School • West Bemis Middle School • University School of Jackson • Trinity Christian School • Sacred Heart • Jackson Christian School • Family Christian School • Augustine School • St. Mary’s Catholic School • Home Life Academy • Community Montessori • Family Christian School • Hines Elementary Church School • Jackson Christian School • Trinity Christian Academy • University School of Jackson • Universities / Colleges: • Union University • Lane College • Freed-Hardeman University • Jackson State Community College • Restaurants: • Starbucks (5 locations) • Los Portales • Tekila • Tacos Barucas • Tacos for Life • Old Town Spaghetti • Gourmet Your Way

• • • • •

Reggies BBQ Saucy Jake’s Street Food - Food Truck Takos Borukas - Food Truck El Mariachi Loco - Food Truck Taqueria “ EL PRIMO EXPRESS” - Food Truck • KC Finn’s • Mama Baudos • Picassos • Asahi • Kona Ice - Food Truck • Hub City Brewery • Rock ‘n’ Dough • TurnTable • Community Cafe • Businesses / Community Services • Star Center • Dream Center • Christian Book Store • Grubbs Grocery • Garner Blue • Euphoria CBD • Sassafras • Polished • The LIFT • LD2 • The Shoppes of 731 • Jackson Association of Indians • St. Nicholas Orthodox Church • Jackson Association of Indians • Fudoshinka Dojo Kenpo Karate • All Saints Immigration Services • Henna Pamoja • Christ Community Health Service East Jackson • Unique & Kreative Things • Lifeline Blood Services • Jackson Tennessee Trails Association • Christ Community Health Services East Jackson • Celtic Society of West Tennessee • TBDN • Salvation Army • Korean Language School • Pacific Manufacturing TN • Friends of the JMC Library • Central West TN Association of Realtors • West TN Healthcare • Madison County Fire • American Red Cross • JM Prevent • American Job Center • US Army • Free Hands CPR Training 37

JIFAF Strategic Plan | TACTICS

• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

JKSN Omni Visions Foster Care Tennessee Highway Patrol AARP Tennessee Delta Faucet Company Tennessee Arts Commission Central West Tennessee Association of Realtors TBDN Tennessee Company Toyota Boshoku Tennessee Gerdau West TN Bank Leaders Credit Union The Jackson Clinic First Citizens National Bank Rotary Regions Bank The Bank of Jackson Pacific Le Bonheur Children’s Hospital Adoration Home Healthcare Crye-Leike Elite Realtors Community Bank First Horizon Bank City of Jackson The Foundation Jackson-Madison County Bicentennial Union University Jackson Arts Council West Tennessee Artisan Trail United Way of West Tennessee Viamedia VIP Jackson The Jackson Sun WBBJTV E+TV6

Window Decals and/or Bumper Stickers Description: Window decals or bumper stickers are an opportunity for sponsors and vendors to advertise the festival year-round. A sponsor or a vendor would receive a custom window decal or bumper sticker that says “Proud Sponsor of the Jackson International Food and Art Festival’’ that they could display at their place of business. The goal for these visual elements is to increase awareness of the festival in the Jackson community and provide sponsors with a way to express their partnership with JIFAF all year long.

Objective(s) it meets: To strengthen communication channels between JIFAF and its sponsors by the 2023 festival; To increase the number of food vendors to 30 vendors by the 2023 festival.

Target audience(s): Sponsors & Vendors • AARP Tennessee • Delta Faucet Company • West Tennessee • Healthcare

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JIFAF Strategic Plan | TACTICS

• • • • • • • • • • • • • • • • • • • • • • • • • •

Tennessee Arts Commission Central West Tennessee Association of Realtors Hitachi ABB TBDN Tennessee Company Toyota Boshoku Tennessee Gerdau West TN Bank Leaders Credit Union The Jackson Clinic First-Citizens National Bank Rotary Regions Bank Jackson State Community College The Bank of Jackson Pacific Le Bonheur Children’s Hospital Adoration Home Healthcare Crye-Leike Elite Realtors Community Bank First Horizon Bank City of Jackson The Foundation Jackson-Madison County Bicentennial Union University Jackson Arts Council

• • • • • • • • •

West Tennessee Artisan Trail United Way of West Tennessee Viamedia VIP Jackson The Jackson Sun WBBJTV E+TV6

Cost: Cost varies depending on printing company, amount printed, and design of the print (more colors can cost more money). Using a company in Jackson to print these may lead to a possible sponsor of these materials.

• Estimated cost: • 1,000 Decals = $136.68 • 2,000 Decals = $215.08 • Optional Printing Services: • Allegra (Jackson, TN) Vehicle Graphics & Decals | Jackson, TN | Allegra Marketing Print Mail • ColorArt (Jackson, TN) Commercial Printing (colorart.com) • Uprinting (Online Storefront) Bumper Sticker Printing - Make your Own Car Stickers | UPrinting Timeline: 1 Year Prior to the Festival: Send mock-ups of sponsor and vendor window decals or bumper stickers to a printing service. Printing time will vary based on the company chosen so schedule for ample time. If the decal does not include date this step may be skipped.

6-8 Months Prior to the Festival: After a sponsor or vendor signs up they should be given a decal to display. This process should be repeated until the deadline of sign-ups. Once they receive a decal they would not need another unless the sticker is redesigned each year or has the festival date on them.

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JIFAF Strategic Plan | TACTICS

DIGITAL COMMUNICATIONS COORDINATOR Website Redesign | Social Media | Connect WIth Other Online Groups In Jackson

Website Redesign Objectives It Meets: To strengthen communication channels between JIFAF and its sponsors by the 2023 festival.

To increase the number of food vendors to 30 vendors by the 2023 festival.

To increase the festival attendance to 13,500 attendees by the 2023 festival.

Target Audience(s): Attendees, Sponsors, and Vendors Description: The purpose of this tactic is to redesign the JIFAF website and create a more user-friendly interface. A website optimized for straightforward user interaction will increase traffic on the site and facilitate more efficient communication between JIFAF, its sponsors, and its vendors.

Suggestions For Improvement: • The “Become A Sponsor” button on the Sponsor page currently leads to a 404 Error page. Ideally, it should direct potential sponsors to a sign-up page.

• The text on the Sponsor page currently runs down the center in a slim, vertical column. If the text fills most of the page horizontally instead, it will increase readability and provide a better aesthetic experience.

• The About page currently displays the 2021 festival date, while the Welcome page displays the 2022 festival date. Consistency across the website will help eliminate confusion when people search for information.

• Creating a separate page in the website header for volunteers will make it easier for them to locate the sign-up form.

• Ensure that the website provides reasonable accessibility to individuals with disabilities. Visit ada.gov for more information.

Cost: $300-$3,000 dollars. The cost is dependent on the company. Here are a few local options: • Sodium Halogen | Jackson, TN • Roe Digital | Jackson, TN • MP Media Design | Virtual 40

Example of New Website Layout: • Header • JIFAF logo in the upper left-hand corner (linked to welcome page) • Tabs for all website pages in the right-hand corner • Welcome Page: • Festival video • 2022 festival date • Short description of the festival • Link to the mission statement (“MISSION” button) • Link to schedule of events • Click-through photo gallery • About Page • Photo header • Mission statement • Festival background/origin story • Team Page • “Meet the Team!” text header • Headshot of each committee member with name and role • 1-2 sentence bio for each committee member • Volunteer Page • Photo header • Volunteer testimonial quote • Sign-up form • Sponsor Page • Photo header • Sponsor testimonial quote • Sign-up form • Link to sponsorship packet • Festival Info • Schedule • Festival schedule • Festival Map • Art Contest • Photo header • Information about the art contest • Exhibits • Photos and descriptions of all exhibits • Register Now • Photos • Links to all registration forms (digital and print) • Contact • Photo header • Contact information

JIFAF Strategic Plan | TACTICS

Timeline:

Example/Image:

1 Month After the Festival: Hire web designer and begin the redesign process.

Vendor Facebook Example: Post on social stories when vendor sign-up becomes available.

3 Months After the Festival: Complete the redesign and launch new website.

Social Media Objective(s) it meets: To increase festival attendance to 13,500 by the 2023 festival and to increase the number of food vendors to 30 vendors by the 2023 festival.

Target audience(s): Attendees, Vendors, and Sponsors Description: • This social media promotion would be done through Facebook, Instagram, and Twitter.

Instagram and Facebook should be linked together so they will be posted at the same time.

Repost all content from Instagram or Facebook to Twitter. This will create a large amount of feed and information on each platform.

• Post on social media platform stories, including Instagram and Facebook, when vendor sign-up becomes available.

Graphic Example: Share on all social media accounts promoting the festival and a deadline for them to sign up (QR code with link to register).

• Post sponsor shoutouts, highlighting each organization and thanking them for their contributions.

• Create a graphic to send to all vendors promoting the festival and a deadline for them to sign up with a QR code with a link to register.

• Display the vendors that have signed up by doing a vendor spotlight on social media. This includes making a video to be shown two weeks before the festival with an “interview” with each of the vendors and what food they will have there. Each spotlight should be 5-8 seconds.

• Post a graphic that displays the different vendor’s logo, name, and specialty. Post these as vendors sign up for the festival.

• The different posts should include information about: • Information about the festival.

Vendor Spotlights: Make a video to be shown two weeks before the festival with a quick fun “interview” with each of the vendors and what food they will have there. Each spotlight should be 5-8 seconds.

Post a graphic that displays the different vendor’s logo, name, and specialty. Post these as vendors sign up for the festival.

Questions For This Video Include:

• Post specific heritage stories on social media.

• What is your name and company name?

• Post fun facts about food/art from represented cultures on social media.

• What will you be serving?

• How long have you been a sponsor?

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JIFAF Strategic Plan | TACTICS

Cost: $660 (see timeline for specific promotion time and costs).

Timeline: • As Soon As Possible: Post the date of the festival and start to raise awareness about the event.

• Each Week Prior to the Festival: There should be a new post on every platform. This can be the same post. Social media platforms should remain active at all times. There should be posts about festival, vendor, and sponsor information.

• 5-6 Months Prior to Festival Date: Post about attendee numbers from previous years on all platforms. These platforms include; Facebook, Instagram, and Twitter.

Sponsor Shout Out Example: Express appreciation for each sponsor by posting an image of their logo, business, or of people involved with the organization.

• Example caption: “SPONSOR HIGHLIGHT: The City of Jackson has been an integral part of JIFAF since the beginning. We would like to take a moment and publicly say thank you. We appreciate all they have done for our festival and look forward to a long partnership.”

Attendee Facebook Example: A post about information about the festival.

• 3-4 Months Prior to Festival Date: Start to post about specific stories of attendees that have been involved with the festival in the past. Boost one post on all social media platforms for $10 in the West Tennessee area each month ($20).

These platforms include; Facebook, Instagram, and Twitter.

• 2 Months Prior to the Festival Date: Post fun facts and special features the festival will have to offer. Highlight the vendors and sponsors that have agreed to be a part of the festival.

• 1 Month Prior to the Festival Date: Use videos from the past festival to post it on social media platforms and boost it for $100 over the West Tennessee area ($300). These platforms include; Facebook, Instagram, and Twitter.

Attendees and Vendors have this same tactic.

• 1 Week Prior to the Festival Date: Post about the details of the event this includes where to check in, the vendors and sponsors, and the itinerary for the event. These are all separate posts. There should be one post a day about new information. Attendees and Vendors have this same tactic.

• 1 Month After the Festival Date: These should be posts about thanking the attendees for coming to the festival. Post a recap video from the festival. The video should be posted on all social media platforms and boost it for $100 over the West Tennessee area ($300). These platforms include; Facebook, Instagram, and Twitter. Attendees and Vendors have this same tactic.

• 2-6 Month After the Festival Date: Continue to post photos from the festival.

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JIFAF Strategic Plan | TACTICS

Connect With Other Jackson Facebook Groups

Timeline:

Objective(s) it Meets: To increase the festival attendance to 13,500 attendees by the 2023 festival and to increase the number of food vendors to 30 vendors by the 2023 festival.

3 Weeks Prior to the Festival: Send a reminder.

2 Months Prior to the Festival: Send information to groups.

.

Target Audience(s): Attendees and Vendors Description: Reach out to groups to have the group share a post about the festival so that people know the dates, times, locations and activities offered for the festival. Send a graphic to share on personal pages.

Facebook Groups To Reach Out To: • What’s happening in Jackson TN? • Jackson Tennessee Moms • What’s Going on in West TN? • Eat 731 Jackson TN Example: Two Months Before: “Hi! My name is __ and I am a representative of the Jackson International Food and Art festival.

If you haven’t heard, the festival is held in downtown Jackson and is a great way to come and experience cultural unity in our very own Hub City. This year the festival is on __ from __ to __. We have vendors representing different countries and a day full of games, activities, art, food, parades and more! This is a must attend event and as we like to say, you’ll be able to “Taste the experience, experience the world.” We hope to see you there! If you have any questions or want to know more, visit our website jifaf.com or check out our social media page @__ to see all the updates about the festival. Feel free to share the graphic below on your own personal page and use the hashtags #PeoplePalettesPlates & #OneJacksonManyFlavors & help us spread the word!”

3 Weeks Before: “Hi, it’s __ again here with the Jackson International Food and Art Festival. I wanted to send a reminder that the festival this year is only 3 weeks away! This is such a great way to come and experience cultural unity in our very own Hub City. We hope to see you from __ to __ on ___.

Don’t forget to check out our social media pages and make sure to post on your social media if you are attending and tag us! It’s almost time to “Taste the experience, experience the world.” We hope to see you there!”

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JIFAF Strategic Plan | TACTICS

VOLUNTEER COORDINATOR TACTICS Contacting Community Leaders | Merchandise

Contacting Community Leaders Objective(s) it Meets: To increase the festival attendance to 13,500 attendees by the 2023 festival.

Target Audience(s): Attendees • Professors: extra credit/ community service hours • Public schools teachers: extra credit/ community service hours • Churches: informing congregation • Sports Travel Teams: informing attendees about Jackson event Description: There is a strong potential for a significant increase in attendance because of contact with community leaders. By reaching out to community leaders, messages can be relayed to different groups/organizations about the festival.

Emailing or calling the school/church is all that is required.

Contact List: • Churches: • Fellowship Bible Church • office@fellowshipjackson.com • Englewood Baptist Church • (731) 668-1094 • Love and Truth Church • (731) 660-6999 • Cornerstone Community Church • tom@cccjackson.org • West Jackson Baptist Church • (731) 660-4535 • Calvary Baptist Church • (731) 668-8619 • Soul Quest Church • connect@soulquestchurch.com • North Jackson Church of Christ • (731) 664-7811 • Northside Assembly of God Church • office@northsideaog.org • Destiny Church • (731) 574-1547 • City Fellowship • info@cityfellowship.net • High Schools: • University School of Jackson • (731) 664-0812 • Trinity Christian Academy 44

• (731) 668-8500 • Jackson Christian School • (731) 668-8055 • Northside High School • (731) 668-3171 • Madison Academic • (731) 427-3501 • Sacred Heart of Jesus High School • (731) 660-4774 • Augustine School • (731) 660-6822 • West Tennessee Healthcare Sportsplex • (731) 425-8640 • JCM Early College High • (731) 664-2575 • Liberty Technology High School • (731) 423-9086 • South Side High School • (731) 422-9923 • Family Christian School • (731) 300-3385 • St. Mary’s Catholic School • (731) 668-2525 • Home Life Academy • (888) 560-0774 • Universities / Colleges: • Union University • Lane College • Freed-Hardeman University • Jackson State Community College Timeline/Examples: 2 Months Prior to the Festival: To Professors and High School teachers: “Hello __, This is __ with the Jackson International Food and Art Festival. I am reaching out to let you know that this festival is a must attend event! The festival is a great opportunity to experience different cultures through food, art, parades, games, and more. This year the festival is on (date) _________ from __ to __ held downtown. We are contacting you because we would love for you to make your students aware of the festival and ask them to mark their calendars for one of the best events in Jackson. This can be a great extra credit opportunity, community service opportunity, or an opportunity to “Taste the experience, experience the world” as we like to say! To learn more

JIFAF Strategic Plan | TACTICS

about the festival visit jifaf.com or check out our instagram @___. We cannot wait to see you all there.

2 Weeks Prior to the Festival:

Sincerely,

To professors and teachers:

The Jackson International Food and Art Festival Committee” To Church Leaders: “Hello __, This is __ with the Jackson International Food and Art Festival. I am reaching out to let you know that this festival is a must attend event! The festival is a great opportunity to experience different cultures through food, art, parades, games, and more. This year the festival is on (date) _________ from __ to __ held downtown. We are contacting you because we would love for you to make your congregation aware of the festival and ask them to mark their calendars for one of the best events in Jackson. Our slogan this year is “Taste the experience, experience the world” so we hope to get as many Jackson residents as possible in attendance to be able to experience a day of unity! To learn more about the festival visit jifaf. com or check out our instagram @___. We cannot wait to see you all there.

Sincerely, The Jackson International Food and Art Festival Committee” To The Travel League: “Hello __, This is __ with the Jackson International Food and Art Festival. I am reaching out to let you know that this festival is a must attend event! The festival is a great opportunity to experience different cultures through food, art, parades, games, and more. This year the festival is on (date) _________ from __ to __ held downtown. We are contacting you because we would love for you to make your attendees aware of the festival and ask them to mark their calendars for one of the best events in Jackson! Our slogan this year is “Taste the experience, experience the world” so we hope to get as many Jackson residents as possible in attendance to be able to experience a day of unity! To learn more about the festival visit jifaf. com or check out our instagram @___. We cannot wait to see you all there.

Sincerely, The Jackson International Food and Art Festival

Committee”

“Hello __, This is __ with the Jackson International Food and Art Festival here to remind you that the festival is only 2 weeks away. The festival is a great opportunity to experience different cultures through food, art, parades, games, and more.

We know that it will also be a great way for your students to learn more about different cultures and experience a full day celebrating unity. We hope to see all of you there. It is also not too late to sign up to be a volunteer!

Sincerely, The Jackson International Food and Art Festival Committee” To Church Leaders: “Hello __, This is __ with the Jackson International Food and Art Festival here to remind you that the festival is only 2 weeks away. The festival is a great opportunity to experience different cultures through food, art, parades, games, and more.

We know that it will also be a great way for your congregation to learn more about different cultures and experience a full day celebrating unity. We hope to see all of you there. It is also not too late to sign up to be a volunteer!

Sincerely, The Jackson International Food and Art Festival Committee” Travel League: “Hello __, This is __ with the Jackson International Food and Art Festival here to remind you that the festival is only 2 weeks away. The festival is a great opportunity to experience different cultures through food, art, parades, games, and more.

We know that it will also be a great way for your students to learn more about different cultures and experience a full day celebrating unity. We hope to see all of you there. It is also not too late to sign up to be a volunteer!

Sincerely, The Jackson International Food and Art Festival Committee”

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JIFAF Strategic Plan | TACTICS

Merchandise to Sell During the Festival

• 3061 Graphix Co. Inc.

Objective(s) it Meets: To increase the festival attendance to 13,500 attendees by the 2023 festival.

• Pro Image Shirts & Signs Medina

Target Audience(s): Attendees Description: T-shirts, tote bags, and stickers are high-return merchandise options to sell at the festival.

These merchandises will continually advertise the festival as attendees use them to enhance festival awareness year-round.

T-shirts & Tote Bags: The t-shirts and tote bags could feature a variety of eye-catching designs. A few options are: • “Taste the experience, experience the word slogan” with the fork/brush design on the front and the JIFAF logo and the list of sponsors on the back.

• “Parade of Cultures” text with a world map on the front and the list of represented cultures on the back.

• The JIFAF logo in all-white on the front and the list of sponsors on the back.

Stickers: Stickers provide a more cost-effective option for attendees. A few options are: • World map in JIFAF colors.

• The JIFAF logo.

• “Taste the experience, experience the word slogan” with the fork/brush design.

Cost: • T-shirt: Unisex Heavy Cotton Tee on Printify (Average $11/Shirt).

• For two designs, purchase: • 25 XS • 50 S • 75 M • 75 L • 50 XL • 25 XXL • Total: 300 • Overall Total = 600 shirts x $11 = $6,600. Sell for $20/Shirt for a $5,400 profit • To reduce or eliminate this cost, contact the following local print shops for a discount or in-kind donation: • Printco Humboldt 46

• MacPrint Designs Embroidery & More

Screen

Print,

• Tote bag: $13.22 for Woven Tote Bag on Printify • Overall Total = 50 bags x $13.22 = $661. Sell for $22 for a $439 profit.

• Sticker: Transparent or White Kiss-Cut Sticker on Printify ($1.54 for 3x3) • Purchase 100 stickers for 2 designs.

• Overall Total = 200 stickers x $1.54 = $308.

Sell for $3 for a $292 profit.

• Overall Cost: $6,600 + $661 + $308 = $7,569 • Overall Profit: $5,400 + $439 + $292 = $6,131 Timeline: 5.5 Months Prior to the Festival: Finish designing all merchandise.

4 Months Prior to the Festival: Order all merchandise.

JIFAF Strategic Plan | TACTICS

47

JIFAF Strategic Plan | TACTICS

PARADE COORDINATOR TACTICS Flag Awareness In Jackson | Country Pins | Contact Cultural Representatives

Flag Awareness in Jackson, TN Objective(s) it meets: To increase the festival attendance to 13,500 attendees by the 2023 festival.

Target audience(s): Attendees Description: Place the group of flags under the Jackson Columns structure between each of the pillars.

Country Flags: • America • Germany • Argentina • Nigeria • Japan • India • Mexico • Algeria • China • Russia • Pakistan • Peru • Brazil • Angola • Slovakia • Italy • Taiwan • Celts • Native Americans • Ethiopia • England • Sydia • Korea • Egypt • Philippines Cost: To purchase individual flags, visit amazon.com and search the particular country’s flag.

• $11.99 for most x 25 = $299.75 (if purchasing all new flags) Timeline: 3 Months Prior to the Festival: Contact City Council about the location and logistics of the flag installation.

2 Months Prior to the Festival: Count to make sure all flags are accounted for. If there are any missing flags, order from Amazon.

1 Month Prior to the Festival: Hang up the flags and leave them until the day after the festival ends.

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Country Pin Objective(s) it Meets: To increase the festival attendance to 13,500 attendees by the 2023 festival.

Target Audience(s): Attendees Description: There will be a booth that has pins that can be purchased to show support for their specific country. There are two options. The first one is to have specific buttons printed that specify the county being represented. The second option is to have buttons that just say “I am Representing _______” without the country or country name on the button.

Instead, there would be a space to write one’s desired country in with a Sharpie.

Example: “I am Representing _______.”

Cost: The quote from Sticker Mule (www.stickermule. com), the price would be $298 for 1,000 2.25” x 2.25” buttons.

Timeline: 3 Months Prior to the Festival: Pins/Buttons should be ordered.

JIFAF Strategic Plan | TACTICS

Contacting Culture Representatives Objective(s) it Meets: To increase the number of food vendors to 30 by the 2023 festival.

Target Audience(s): Vendors Description: Below is a list of previous vendors from different cultures to reach out to: • Jackson Associations of Indians • 731-616-0920 • Ana Paulin • 901-949-4495 • Windy Keaton • 731-928-9066 • Maria Teresa • 731-345-1817 • Fadeya Alghunaim • 731-225-2005 • Natalie Mendoza • 731-217-2524 • Hiromi Thomas • 731-694-1698 • Hands Up! Preschool • 731-426-4208 • Brandy Cotner-Doyle • 731-607-1033 • Briyona Batchelor • 901-630-3120

in Downtown Jackson, and as you know, it is a great way to come and experience cultural unity in our very own Hub City. This year the festival is on __ from __ to __. We would love for you to be a representative of your culture and help us connect to other vendors this year. This is a mustattend event, and as we like to say, you’ll be able to “taste the experience, experience the world.”

Our hope is for you to share your own experience with having a booth, and in doing so, encourage others to sign up as well. If you have any questions or want to know more, visit our website jifaf.com or check out our social media page @__ to see updates about the festival. The website has a direct link to sign up to be a vendor!”

Timeline: 4 Months Prior to the Festival: Reach out to contacts and book specific representatives.

3 Months Prior to the Festival: Have representatives talk to others. Have a log of new vendors that sign up.

Example: “Hi, my name is __ and I am a representative of the Jackson International Food and Art Festival.

We hope you enjoyed your previous experience with the festival, and as we approach the next one, we need your help! Your voice matters, and we would love for you to help spread the word about this year’s festival. The event will be held 49

JIFAF Strategic Plan | TACTICS

DAY-OF COORDINATOR TACTICS Location Signs Throughout the Festival Space Objective(s) it Meets: To increase the festival attendance to 13,500 attendees by the 2023 festival.

Interactive Scavenger Hunt Objective(s) it Meets: To increase the festival attendance to 13,500 attendees by the 2023 festival.

Target Audience(s): Attendees

Since the long-term goal for JIFAF is to continually increase represented cultures in both the parade and vendors, the festival space itself could be organized by cultural region, with all of the food and art vendors for a specific region collected in one area of the festival space. For example, all of the food and art vendors from Central and South America could be located on the same side of the street with a sign indicating that attendees are entering the Central and South American “region” of the festival.

This style of organization would highlight the global representation offered by the festival, reflect the “taste the experience, experience the word” slogan, and support the interactive scavenger hunt.

Description: A scavenger hunt encouraging attendees to experience all that the festival offers will increase attendee engagement during the festival and increase attendance return rates. For this hunt, attendees will be given a “Passport” brochure with a map of the festival and designated areas for vendors to stamp or sticker. The scavenger hunt could be organized in a variety of ways depending on the vendors offered and the physical organization of the festival in a given year. For example, if the festival is physically organized by cultural region (as explained in the “Location Signs Throughout the Festival Space” tactic), each vendor within a region could be given a regional stamp or sticker to mark the attendee’s “Passport” once they’ve visited a vendor in that region. If an attendee visits all of the regions, they receive a free sticker or coupon.

Cost: $150 for 5 signs.

Cost:

Target Audience(s): Attendees Description:

Yard Sign from FedEx = 29.99/sign Timeline: 3.5 Months Prior to the Festival: Finalize vendors and finish designs.

2 Months Prior to the Festival: Send designs to the printer.

• World flag stickers on Amazon = $7.55/sheet • To save money, request that vendors bring their own sticker or stamp.

• 2,000 = $262.72 ( $0.13 for each) on UPrinting • Size = 4.25 x 11 • Paper type = 70lb paper uncoated • Folding = tri-fold • Printing side = outside and inside • Shrink wrapping in sets of 25 to protect Timeline: 3.5 Months Prior to the Festival: Finalize the design.

3 Months Prior to the Festival: Send the “Passport” design to the printer and purchase all sticker/stamp materials.

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JIFAF Strategic Plan | TACTICS

ORGANIZATIONAL ROLES & THEIR TACTICS EXECUTIVE COUNCIL TACTICS Communication Technology Radio & TV News Spots Vision Development for the 2023 Festival Monthly Check-In Meetings Follow-Up Email & Thank You Cards VENDOR COORDINATOR TACTICS Vendor Incentive Program Vendor Cookbook Vendor Appreciation SPONSOR COORDINATOR TACTICS Communication Via Email, Text, and Newsletter Promotional Children’s Materials PRINT COMMUNICATIONS COORDINATOR TACTICS Print Materials Window Decals / Bumper Stickers DIGITAL COMMUNICATIONS COORDINATOR TACTICS Website Redesign Social Media Connect WIth Other Online Groups In Jackson VOLUNTEER COORDINATOR TACTICS Contacting Community Leaders Merchandise PARADE COORDINATOR TACTICS Flag Awareness In Jackson Country Pin Contact Cultural Representatives DAY-OF COORDINATOR TACTICS Location Signs Throughout the Festival Space Attendee Scavenger Hunt

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CALENDAR

06

JIFAF Strategic Plan | CALENDAR

12 MONTHS PRIOR TO THE FESTIVAL:

8 MONTHS PRIOR TO THE FESTIVAL:

• Send email updates/ reminders / information.

• Send email updates/ reminders / information.

• Send mock-ups of sponsor and vendor window decals or bumper stickers to a printing service.

Printing time will vary based on the company chosen so schedule for ample time. If the decal does not include the date this step may be skipped for future festivals.

• Children’s materials for sponsors that are to be handed out to attendees should be designed and printed in bulk.

• After a sponsor or vendor signs up, they should be given a decal to display. This process should be repeated until the deadline for sign-ups. (Once they receive a decal they would not need another unless the sticker is redesigned each year or has the festival date on them).

11 MONTHS PRIOR TO THE FESTIVAL: • Send email updates/ reminders / information.

• Hire a web designer and begin the redesign process for the current year of the festival.

9 MONTHS PRIOR TO THE FESTIVAL: • Send email updates/ reminders / information.

• Complete the web redesign and begin using the new website / promoting it.

• Collect recipes from the previous festivals to release a cookbook at the upcoming festival.

This will need to be updated every 2 years to every year depending on its success rate.

7 MONTHS PRIOR TO THE FESTIVAL: • Send email about any new updates/ reminders/ information.

6 MONTHS PRIOR TO THE FESTIVAL: • Send email updates/ reminders / information.

• Send vendor invitations (from previous vendors to prospective vendors).

• Post about attendee numbers from previous years on all platforms (including Facebook, Instagram, and Twitter).

• A follow-up email should be sent to all sponsors.

5 MONTHS PRIOR TO THE FESTIVAL: • Send email updates/ reminders / information.

• Vendor thank you cards are to be printed (these materials need to be in hand in case of the need for additional materials to be printed based on vendor numbers).

• Begin highlighting one sponsor on Facebook & Instagram each week until the festival.

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JIFAF Strategic Plan | CALENDAR

• Finalize all recipes, interesting facts, and cook book.

• Post about vendor and sponsor sign-up information on social media platforms.

• Boost one post on all social media platforms for $10 each in the West Tennessee area each month ($40). These platforms include: Facebook, Instagram, and Twitter.

4 MONTHS PRIOR TO THE FESTIVAL: • Send email updates/ reminders / information.

• Complete the design of festival blank template cards.

• Begin to post about specific stories of vendors that have been involved with the festival in the past on social media platfroms.

• Boost one post on all social media platforms for $10 each in the West Tennessee area each month ($20). These platforms include: Facebook, Instagram, and Twitter.

• Reach out to contacts and book specific cultural representatives.

• Complete the print materials (posters, flyers, information cards) designs, email organizations to ask permission and finalize the print count.

3 MONTHS PRIOR TO THE FESTIVAL: • Send email updates/ reminders / information.

• Order the vendor blank template cards.

• Ask cultural representatives to reach out to others in their community and gauge interest in participating in the festival.

• Start to post about specific stories of attendees that have been involved with the festival in the past on social media platforms.

• Boost one post on all social media platforms for $10 in the West Tennessee area each month ($20). These platforms include: Facebook, Instagram, and Twitter.

• Contact the City Council about upcoming events they should be included in prior to the festival date.

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• Finalize vendors and finish designs for the interactive scavenger hunt “passport.” Once finished, send the “passport” design to the printer and purchase all sticker/stamp materials.

• Finalize the cookbook design.

• Pins/Buttons should be ordered.

• Send a newsletter with relevant information to sponsors and vendors.

2 MONTHS PRIOR TO THE FESTIVAL: • Send email updates/ reminders / information.

• Send the cookbook to be printed.

• Post fun facts and special vendors the festival will be hosting on all social media platforms.

• Thank you cards should be created, printed, and shipped.

• Distribute locations.

print

materials

to

respective

• Count to make sure all flags are accounted for prior to display; If there are any missing flags, order from Amazon.

• Send in a video to WBBJ and an audio recording to WYN 106.9 asking to be aired one month before the festival.

• Send a newsletter with relevant information to sponsors and vendors.

1 MONTH PRIOR TO THE FESTIVAL: • Send email about any new updates/ reminders/ information.

• Spotlight vendors in social media posts.

• Send a newsletter with relevant information to sponsors and vendors.

• Post a recap video from the past festival to encourage attendees to participate in the upcoming festival on social media platforms.

• The video should be posted on all social media platforms and boost it for $100 over the West Tennessee area ($300). These platforms include: Facebook, Instagram, and Twitter.

JIFAF Strategic Plan | CALENDAR

• Use videos from the past festival and post them on social media platforms including: Facebook, Instagram, and Twitter.

• Boost for $100 over the West Tennessee area ($300) • Post about the vendors and who is signed up to come.

• Send a reminder for invited food vendors who wish to participate.

• Hang up the flags and leave them until the day after the festival ends.

• Ask broadcast stations to air promotions about the festival 3 times in the month prior to the festival (once a week).

1 WEEK PRIOR TO THE FESTIVAL: • Post about the details of the event including where to check in, the vendors and sponsors, and the itinerary for the event on social media platforms.

AFTER THE FESTIVAL • As soon as possible after the festival, post the date of the next festival to start raising awareness about the event (website, social media).

EACH WEEK PRIOR TO 1 WEEK AFTER THE FESTIVAL: THE FESTIVAL: • Send a reminder email to all vendors, sponsors, and volunteers about any new information.

• Post about the festival, vendor, and sponsor information on social media platforms.

• Include a swipe-up link on Instagram and Facebook Story.

• Post a graphic that displays the different vendor’s logos, names, and specialties.

• Post these as vendors sign up for the festival.

• Create a new post on every platform up to 3 times per week.

• This is not the same post. Social media platforms should remain active at all times.

3 WEEKS PRIOR TO THE FESTIVAL: • Send email about any new updates/ reminders/ information.

• Post the video that displays the vendors and where they will be on all social media platforms.

• These are all separate posts. There should be one post a day about new information.

• Thank-you letters should be sent to all vendors, sponsors, and volunteers.

1 MONTH AFTER THE FESTIVAL: • Send email about any new updates/ reminders/ information.

• Send a recap newsletter.

• Make a social media post thanking the attendees for coming to the festival. Post a recap video from the festival. The video should be posted on all social media platforms.

• Boost it for $100 over the West Tennessee area ($300). These platforms include;:Facebook, Instagram, and Twitter.

2 MONTHS AFTER THE FESTIVAL: • Continue to post on social meida photos from the festival, and highlight vendors as scheduled.

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BUDGET

07

JIFAF Strategic Plan | BUDGET

Overall Budget, Only Priority Tactics Expense Optional Asana Upgrade (Monthly) Vision Development Activities Total Vendor Incentive Documents Total

Expense

Executive Council Budget Cost Per Item Item Amount $10.99 12 $500.00 1

Vendor Coordinator Budget Cost Per Item Item Amount $0.75 100

Overall Cost $131.88 $500.00 $631.88 Overall Cost $75.79 $75.79

Sponsor Coordinator Expense Cost Per Item Item Amount Overall Cost Communication via Newsletter- mail $0.55 100 $55.00 Communication via Newsletter- printing (including mailing) $0.18 100 $75.00 Total $130.00 Print Communications Coordinator Budget The overall cost for the items below include shipping and wrapping (if applicable).

Expense Cost Per Item Item Amount Overall Cost Posters - Schools, Colleges, and Education Centers $0.58 49 $28.42 Posters - Restaurants $0.58 22 $12.76 Posters - Community Services and Other Businesses $0.58 74 $42.92 Information Cards- Schools, Colleges and Education Centers $0.02 1500 $38.21 Information Cards- Restaurants $0.03 500 $19.89 Information Cards- Community Services & Other Businesses $0.02 2000 $40.02 Postcards- Schools, Colleges and Educational Centers $0.08 1000 $82.83 Postcards- Restaurants $0.14 500 $74.98 Postcards- Community Services & Other Businesses $0.06 2000 $135.22 Window Decals and/ or Bumper Stickers $0.13 1000 $136.68 Total $611.93 Digital Communication Coordinator Budget Expense Cost Per Item Item Amount Overall Cost Website Redesign (Median price. This price will vary) $1,500.00 1 $1,500.00 Monthly Social Media Boost $20.00 4 $80.00 Special Social Media Boost 1 Month Prior $100.00 3 $300.00 Special Social Media Boost 1 Month After $100.00 3 $300.00 Total $2,180.00 Parade Coordinator Budget Expense Cost Per Item Item Amount Overall Cost Country Flags $11.99 25 $299.75 Total $299.75 Day-Of Coordinator Budget Expense Cost Per Item Item Amount Overall Cost Location Signs $29.99 5 $150.00 "Passport" Pamphlets $0.13 2000 $262.72 Total $412.72 Overall Total $4,342.07 *Some line-items include tax. See specific tactic for cost details.

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JIFAF Strategic Plan | BUDGET

Overall Budget, Including Optional Tactics (No In-Kind Donations) Expense Optional Asana Upgrade (Monthly) WYN 106.9 Radio Spto Vision Development Activities Thank You Cards Total Vendor Incentive Documents Cook Book Vendor Appreciation Total

Expense

Executive Council Budget Cost Per Item $10.99 $25.00 $500.00 $0.22

Item Amount 12 4 1 250

Vendor Coordinator Budget Cost Per Item Item Amount $0.75 100 $10.75 150 $0.25 100

Overall Cost $131.88 $100.00 $500.00 $56.97 $788.85 Overall Cost $75.79 $1,612.50 $25.32 $1,731.92

Sponsor Coordinator Expense Cost Per Item Item Amount Overall Cost Communication via Newsletter- mail $0.55 100 $55.00 Communication via Newsletter- printing (including mailing) $0.18 100 $75.00 Promotion of Children's Materials $0.30 500 $150.00 Total $280.00 Print Communications Coordinator Budget The overall cost for the items below include shipping and wrapping (if applicable).

Expense Cost Per Item Item Amount Overall Cost Posters - Schools, Colleges, and Education Centers $0.58 49 $28.42 Posters - Restaurants $0.58 22 $12.76 Posters - Community Services and Other Businesses $0.58 74 $42.92 Information Cards- Schools, Colleges and Education Centers $0.25 1500 $38.21 Information Cards- Restaurants $0.03 500 $19.89 Information Cards- Community Services & Other Businesses $0.02 2000 $40.02 Postcards- Schools, Colleges and Educational Centers $0.08 1000 $82.83 Postcards- Restaurants $0.14 500 $74.98 Postcards- Community Services & Other Businesses $0.06 2000 $135.22 Window Decals and/ or Bumper Stickers $0.13 1000 $136.68 Total $882.69 Digital Communication Coordinator Budget Expense Cost Per Item Item Amount Overall Cost Website Redesign (Median price. This price will vary) $1,500.00 1 $1,500.00 Monthly Social Media Boost $20.00 4 $80.00 Special Social Media Boost 1 Month Prior $100.00 3 $300.00 Special Social Media Boost 1 Month After $100.00 3 $300.00 Total $2,180.00 Volunteer Coordinator Budget Expense Cost Per Item Item Amount Overall Cost T-Shirts $11.00 600 $6,600.00 Tote Bags $13.22 50 $661.00 Stickers $1.54 200 $308.00 Total Cost $7,569.00 Parade Coordinator Budget Expense Cost Per Item Item Amount Overall Cost Country Flags $11.99 25 $299.75 Country Representative Buttons $0.29 1000 $298.00 Total $597.75 Day-Of Coordinator Budget Expense Cost Per Item Item Amount Overall Cost Location Signs $29.99 5 $149.95 "Passport" Pamphlets $0.13 2000 $262.72 Total $412.67 Overall Total $14,442.88 *Some line-items include tax. See specific tactic for cost details.

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JIFAF Strategic Plan | BUDGET