About Panoramic Communications Panoramic Communications is a public relations firm based in Jacksonville, Florida that specializes in developing strong, meaningful relationships that promote awareness based on our client’s ever evolving wants and needs. Through our core values, embedded in trust and honesty, we strive to thoroughly understand our publics while maintaining support with our community partnerships. Our mission is to cultivate an unobstructed view of local culture, companies, businesses and charities that creates a lasting impression on Jacksonville.
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Executive Summary Panoramic Communications has developed a campaign proposal to strategically promote the vision of the Jacksonville Chamber of Commerce Beaches Division. Its vision is to create a retro-nostalgic atmosphere for the public that will attract tourists to its beautiful beaches. For this campaign, Panoramic Communications will implement a plan that encompasses primary research, traditional and social media promotion and securing the support of key publics through partnership and sponsors to create a Spring Break event for our target audience of “Millennials.” Our studies show that Millennials are looking for a relaxing and “breathe easy” Spring Break. Panoramic Communications will target college students between the ages of 18 and 30. The targeted colleges for this campaign will be the University of North Florida, University of Florida, University of Central Florida, Valdosta Sate University, Georgia Southern University and other local colleges and universities. To create a better understanding of the needs and desires of our target audience, Panoramic Communications will conduct primary research that utilizes surveys and focus groups. This establishes a foundation for the planning and implementation of promotional materials and events. To increase awareness, Panoramic Communications will utilize social media as the primary platform to communicate with our target audience. A Facebook page will be created as well as profiles on Twitter and Instagram. A distinctive hashtag #JaxBeachSpringBreak will be used throughout the social media platforms to promote and track the various activities and contests specific to the campaign. In addition, we will also use traditional media outlets to communicate with our key publics. We will create and disseminate news releases and media advisories, highlighting the Jax Beach Spring Break activities. Panoramic Communications will partner with the local businesses of Jacksonville Beach to promote Jax Beach Spring Break and lobby for the support of the area residents. Panoramic Communications will plan and execute Jax Beach Spring Break activities throughout the duration of the campaign, which will include: contests, beach activities, a bonfire and movie night, karaoke, a food truck rally and community concerts. Panoramic Communications will evaluate the campaign and determine its effectiveness by comparing the results of surveys and research done prior to the campaign with results of the surveys and research conducted afterward. The cost of this campaign runs at approximately $50,000 with an agency fee of 15 percent. With the cooperation of the Jacksonville Chamber of Commerce Beaches Division and Panoramic Communications, it can be made certain the mission of promoting the beauty of the Jacksonville beaches that enable tourists to come for a fun, yet relaxing experience and that encourages return for years to come. Panoramic Communications welcomes the opportunity to work with the Jacksonville Chamber of Commerce Beaches Division to solidify this vision.
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About JAX Chamber The Jacksonville Regional Chamber of Commerce, also known as JAX Chamber, is a local nonprofit organization whose mission is to “help its more than 3,000 members make local, national, and international connections, grow their businesses and prosper in the community.� The Regional Chamber of Commerce is constantly working towards the interests of its clients on a local, state and federal level. By promoting member-to-member purchasing, adding to employment by creating jobs and helping to grow new and already existing businesses, the Chamber is dedicated to providing the best communications between companies and their publics. Its Board of Governors is comprised of approximately 120 Chamber members. Its Board of Directors is comprised of 62 executives and business owners who represent many different companies and organizations throughout the city. These businesses and organizations support the Chamber’s mission. The Jacksonville Chamber of Commerce Beaches Division, founded in 2012, is a sector of JAX Chamber. The Beaches Division sponsors events designed to build business relationships and keep members informed, provide educational programs and services, promote economic development by attracting and retaining companies, and promote member-to-member purchasing. These networking opportunities are available to businesses from Mayport Village to Ponte Vedra Beach. They include monthly mixers, luncheons and Coffee on the Coast, a morning social. It also hosts two annual, signature events, the Endless Summer Beach Bash and the Beaches Trade Show. The Jacksonville Chamber of Commerce Beaches Division stays connected to the community through its Facebook page, which has approximately 800 followers.
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Meet the Team As the vice president of communications for Panoramic Communications, Tracy Bryant specializes in executive-level communication strategies, brand building and program implementation for nonprofit organizations and corporations. With more than 15 years of experience in public relations, she has developed programs for the Boys & Girls Club of America, Jacksonville Jaguars Foundation, Fidelity National Financial and American Heart Association, among others. Tracy earned a Bachelor of Science in Communication from the University of North Florida and a Master of Science in Communication from the University of Florida. Janet Haubein joined Panoramic Communications in 2010 and is the director of business development. She earned a Bachelor of Science in Communication from the University of North Florida and a Master of Arts in Media, Culture and Communication from New York University. Janet has a niche for building strong, cohesive relationships between corporations and governmental agencies together with nonprofit organizations to create and implement strategic initiatives that promote economic and societal growth. Her past experience includes work directing public relations for National Public Radio and Mayo Clinic. She is fluent in both English and Spanish. Chris Mayuga joined Panoramic Communications in 2014. While earning a Bachelor of Science in Communication at the University of North Florida, he interned with Panoramic Communications in the public relations department. Chris worked with iHeart Media as a social media specialist for two years and with BBC as a media coordinator for four years before returning as the director of social media. Maya Dartiguenave joined Panoramic Communications as the public relations director in 2012. After earning her bachelor’s degree in communication from the University of North Florida, she continued her education, earning a Master of Arts in Strategic Communication Design from the University of Colorado at Boulder. As a public relations director, Maya has overseen teams that have worked on projects mainly with nonprofit organizations including the Boys & Girls Club of America, Big Brothers Big Sisters of America, Girls Inc., and the Humane Society. As media relations director of Panoramic Communications, Lizzie Messer concentrates on maintaining relationships and effective communication with various media outlets. Lizzie graduated from University of North Florida with a Bachelor’s in Communication and went on to work in Jacksonville at Dalton Agency for 3 years. From there, Lizzie worked in communications for non-profit organizations such American Cancer Society and American Heart Association. She joined Panoramic Communications 10 years ago after working in the communication field for 12 years. Haley Thalheimer joined Panoramic Communications in 2011 and is the director of marketing. She earned a Bachelor of Science in Communication from the University of North Florida and a Master of Science in Health Communication from Tufts University. After working at Massachusetts General Hospital for three years as the communication liaison, she moved back to Jacksonville to focus on strengthening the community. As director of marketing, Haley oversees all campaigns and client 6 ventures to ensure projects are completed both profitably and satisfactorily.
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• Active Facebook presence • Current and up-to-date calendar feeds and information on company website • Strong reputation within the community • Strong connection with local businesses and business owners • Monthly general meetings encourage networking and opportunities for growth • Jacksonville Beaches are a beautiful natural resource “untouched” by big corporations • Small, positive, local feel • Excellent weather with an average of 80*F in March and April (current time frame for campaign) • Wide selection of restaurants and entertainment
• Lack of social media awareness • Lack of awareness of the Jacksonville Beaches area as a vacation/
tourist destination • Lack of financial resources
• Use effective social media as a platform to raise brand/city awareness • Utilize traditional mediums for earned media • Create events and promotions, as well as utilizing annual events, to
increase awareness and boost economic growth • Collaborate with area businesses to support and promote awareness in turn creating sales that aid in boosting the local economy
• Laws, regulations and ordinances that may delay or prohibit events • Competition with other Southeast/Florida beaches • Strong beach “purity” attitude amongst locals (i.e. crossing the
“ditch”), unwelcoming of guests • Lack of hotel accommodations • Possibility of an increase in crime, a need for additional public security • Spring Break has a negative reputation of one that promotes drinking and drug use • Environmental concerns (trash on the beaches and roadways)
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Situation Analysis The Jacksonville Chamber of Commerce Beaches Division seeks to create a retro-nostalgic atmosphere for the public that will attract tourists to its beautiful beaches. With the Travel Channel rating Jacksonville in the “Top 10” among beaches in Florida, the aesthetics of the area is deserving of travelers for Spring Break. Other city beaches like Panama City, Fort Lauderdale and Daytona Beach are respected as hot spots for Spring Breakers. Because of the close proximity and its breathtaking appeal, the Jacksonville Chamber of Commerce Beaches Division sees the Spring Break event as a firm push in gaining a new source of income for local businesses and raising awareness for the surrounding area. The campaign will run from the beginning of March to the beginning of April. The beach scenery and the open environment allow for varying themes, which will appeal to different demographics. The target audience consists of college students within close proximity, hoping for a less expensive escape from college pressures. The widespread communal ties amongst local businesses can draw support from the surrounding residents to allow for concise agreements on rules and regulations of the area, which puts constraints on drugs and alcohol usage. The Chamber wants to make this “forgotten coast” one that is memorable.
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Research: Secondary Spring Break is a common component of college life for American students, with some considering it as one of the highlights of the collegiate experience. Most students prefer to use this time period, which usually falls sometime between March and April, as an opportunity to relax and recharge. The traditional idea of Spring Break as being a college booze-binge fest is out. Students, family, and friends are looking for a place to unwind from the stresses of school life. The city of Jacksonville and its beaches provide abundant natural resources, beautiful weather and extensive river and beach access. According to an article on huffingtonpost.com, the beaches might be Jacksonville’s most underrated feature. It goes on to state that the “underdeveloped coastline gives it a remote, pleasant quality that you can enjoy… and the developed part of Jax Beach has the best nightlife in America’s largest city.” Jacksonville, Florida is the largest city by population in the state and the largest city by area in the contiguous United States. It is the 12th most populous in the United States. Jacksonville is located in the First Coast region of northeast Florida and is centered on the banks of the St. Johns River. It is approximately 25 miles south of the Georgia state border and about 350 miles north of Miami. The Jacksonville beaches communities are located along the Atlantic Ocean coastline. It is located 15 miles from the city of Jacksonville, Florida and encompasses the areas of Mayport, Atlantic Beach, Neptune Beach, Jacksonville Beach and Ponte Vedra Beach. The cities of Daytona Beach, Fort Lauderdale, and Panama City Beach have been the traditional hosts of Florida Spring Break. Daytona Beach was once a hot spot for Spring Break during the 80s, but there has since been a shift in scene. “I dare anyone to drive down A1A and tell me there’s a Spring Break going on,” says Karamitos, who owns two Maui Nix locations on Daytona’s beachside. “It’s almost nonexistent.” Daytona has even gone on to be described as “no more than a biker bar haven.” Fort Lauderdale has earned itself the moniker as “Ft. Liquordale.” Spring Break in Panama City Beach has typically been described as five straight days of funneling cheap beer in between sand beer pong and wet t-shirt competitions. Panama City Beach has come under fire recently with concerns about an increase in crime. The tourism council of May County has recently passed legislation that approves more spending on security and has banned the consumption of alcohol on the beach. Many residents believe it is time to shut down Spring Break for good. These situational weaknesses open an opportunity for the Jacksonville beaches to offer a retro aspect of Spring Break that encompasses the innocence and fun of traditional Spring Break activities. Tourism is a vital component to the Jacksonville, Florida economy. Whether directly or indirectly, all business sectors of the Jacksonville economy benefit from tourism activity. As of 2013, spending for Jacksonville and Jacksonville Beach tourism was a whopping $2.2 billion. The introduction of the Spring Break event has the possibility of increasing that amount by 3 percent in the months spanning March and April. These numbers are important to our campaign as the tourism industry covers almost a dozen other sectors including lodging, recreation, retail, real estate, transportation, food and beverage, and car rental services. Panoramic Communications along with the Jacksonville Chamber of Commerce Beaches Division would like to partner with area restaurants, hotels and parks to create targeted advertising, social and traditional media and special events to boost local economy and highlight the Jacksonville beaches as an ideal Spring Break destination.
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Research: Demographics For this campaign, Panoramic Communications plans to target a college audience or “Millennials” looking for a relaxing and “breathe easy” Spring Break. The company plans to target individuals between the ages of 18 and 24 in specific college ZIP codes. Our focus is on college students, but we have designed a campaign that appeals to a wider range of those interested in a Spring Break in Jacksonville. The targeted colleges for the first campaign will be University of North Florida, University of Florida, University of Central Florida, Valdosta State University and Georgia Southern University. According to respective data corresponding with each university, the average number of enrolled students was 31,911. Women outnumbered men at every college. The average cost of attendance based on tuition, food, housing and miscellaneous fees amounted to $18,199. On average, according to Demographics Now, the majority of Millennials have an income below $25,000, meaning the majority of an average student’s income goes to tuition. Consequently we are left with a large group of individuals who have little to no money to spend. Still, they are entitled to a nice Spring Break, and a Jacksonville Beach Spring Break is a perfect getaway for a relaxing, well-deserved and peaceful vacation. Below is a list of college demographics collected from each universities website and library. DemographicsNow.com as of the 2014 school year. UF The University of Florida had 50,350 students enrolled, with 33,720 being undergraduates and 16,630 graduates. At UF, women outnumber men with a percentage of 55 percent to 45 percent. UF offers 25 fraternities and 17 sororities. The majority of students are white at 58.8 percent, with Hispanic/Latino ethnicity at 20.1 percent. Every other ethnicity under 8 percent each. The average admissions cost when taking into account tuition, food, housing and miscellaneous fees totals to $20,661. UCF The University of Central Florida had 60,810 students enrolled with 52,532 undergraduates, 7,858 graduates and 420 medical students. Women were more prominent than men with the percentage being 54.8 percent to 45.2 percent. UCF offers 27 sororities and 22 fraternities. The dominant ethnicity at 59.2 percent is white. Other prominent ethnicities at UCF are African Americans at 20.5 percent, Hispanic/ Latino at 21.6 percent, Asian at 5.7 percent and multiracial at 5 percent. The average cost of admission is $16,848. UNF The University of North Florida recorded 16,134 enrolled students with 13,418 undergraduates, 1,777 graduates and 939 post baccalaureate and/or non-degree students. Female students outnumber male students at a percentage status of 56 percent to 44 percent. UNF offers 12 sororities and 14 fraternities. The dominant ethnicity is white at 69.2 percent. Other notable ethnicities are African American at 9.7, Hispanic/Latino at 9.2 percent and Asians at 4.2 percent. The average cost of admission is $17,070. Valdosta State Valdosta State University recorded 11,563 enrolled students with 9,328 undergraduates and 2,235 graduates. Females are dominant to men with women at 59.1 percent and men at 40.9 percent. Though white may be the dominant ethnicity at 51.9 percent, other ethnicities come in prominent with African Americans at 35.8 percent, Hispanic/Latinos at 4.9 percent and Asian at 2.7 percent. In terms of Greek-letter organizations, the campus has 14 fraternities and 10 sororities. The average cost of admission was noted at $17,837. GSU Georgia Southern University had 20,517 students enrolled with 18,004 undergraduates and 2,513 graduates. Females are dominant to males with 52.2 percent being women and 47.8 percent being male. GSU offers 14 fraternities and 16 sororities. White is the dominant ethnicity at 65.2 percent with Americans at 26.5 percent and Hispanic/Latino at 4.6 percent. The average cost of 10 African admission was recorded to be $18,578.
Research: Psychographics The students in this targeted audience, are between the ages of 18 and 24 and value experiences. These students follow closely after Generation X and have come into their own as “Millennials.” These are individuals who according to socialmarketing.org, are more comfortable when it comes to understanding technology and the advancements that technology has made in the recent years. This generation is also one of the most diverse ethically and racially and tend to be more confident and socially aware. “They value equality and social responsibility over the quick wins and thoughtless consumerism that typified the 1980s of the Boomers,” according to an article from psychologytoday.com. Within the same article, we can learn that what is normally seen on TV is a misrepresentation of Generation Y when it comes to living wild and crazy nights. Studies have actually shown that the majority of the Millennials are more into having low stress hang out sessions with their friends, as opposed to lifestyles that we have seen on reality shows like Jersey Shore or The Real World. The reason that this information is useful to this Spring Break campaign is because we are able to target students that are looking for more of an experience than a party. These are students who have FOMO (fear of missing out) not in the sense of being belligerent and drunk through their vacations, but those who actually want to have a good time while being able to have withstanding memories. The events that could be planned with this campaign are able to serve as a bonding experience between friends, without being so straightforward. Students and participants are able to build and maintain a connection with friends while still being able to have the comfortable and laid back atmosphere that initially attracts them.
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Research: Primary When analyzing the audience that we wanted to target for this campaign, PC mostly wanted to measure the attitudes toward Spring Break for students, concerning location, price and activities. In order to get a general read on what students are attracted to, PC conducted a physical and online survey (all containing the same questions), and distributed the survey to 25 UNF college students. Here were the results: Age: Seventy-two percent of respondents were between the ages of 18 and 20, with 28 percent falling into the ages of 21-23. Spring Break Plans: Of those who took the survey, 84 percent of the students planned to take a trip during Spring Break the following year, with 88 percent of those respondents planning to leave Jacksonville for their trip. Twentysix percent of respondents do not plan to travel at all during Spring Break. When discussing factors of Spring Break that may influence plans (factors including price, proximity, location of friends, parents’ preference and activities offered), 48 percent of respondents were most concerned about the price of their trip. The activities offered was the number one concern for 20 percent of respondents, and the location of friends was a concern for 16 percent. The following graph best depicts what factors influence the plans of students during Spring Break:
During this survey, PC kept in mind the activities offered during Spring Break that would attract most of our audience. Between beach time, parties, concerts, themed activities, water sports, shopping and dining, the most popular interest was time spent on the beach (45.45 percent). The graph to the left best depicts what activities were deemed most attractive to survey respondents:
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Spring Break Details: The details of a planned Spring Break are important to those who intend on traveling. Because of this, PC needed to know what kind of trips were most likely to be had by the college students. Getting to the Spring Break destination is important — given the choice between flying, driving, bus or train, 88 percent of respondents said that they were going to drive, and 12 percent said they intend to fly via airplane. None of the respondents plan to travel via bus or train. The majority of respondents said that they intended for their trip to last between three and five days (64 percent). Twenty percent said they wanted a trip that lasted between five and seven days, and 16 percent wanted a trip between one and three days. None said they planned to take a trip over seven days. Another majority of respondents plan to travel in a group consisting of two to five people (76 percent). Groups of 6-10 held 16 percent while groups of only one, and groups of ten or more both held 4 percent. When it came to lodging, 52 percent said they intend to stay in a hotel, rental homes or condos. Thirtytwo percent said they will be staying with relatives or friends and camping came in with 4 percent. Finally, the target budget of respondents can be seen in the following graph:
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Research: Proposed Primary If the Panoramic Communications campaign is chosen, we will conduct focus groups of local college students. Each group will consist of 8-10 subjects. The focus groups will be presented with questions regarding the key influences in their Spring Break decisionmaking process. This will allow us to collect the opinions, attitudes and beliefs our target audience has about Spring Break. The results will be used to improve upon our program. We will also conduct a scientific survey using the student body of the University of North Florida .
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Overall Goal Our overall campaign goal is to advocate the natural beauty of the Jacksonville Beaches, create memorable events and promotions that will introduce tourists to our untouched coastlines and position Jacksonville Beach as an ideal Spring Break destination.
Strategies, Tactics and Objectives
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Objective 1:
Strategy:
To increase awareness of Jackson- Make the campaign mobile by visiting colleges in Northeast Florida and ville Beach by 5 percent among Southeast Georgia. college-age students in Northeast Face-to-face communication is more effective, and it allows the Florida and Southeast Georgia by communicator to see non-verbal cues and provide immediate feedback. February 1, 2016. Tactics: Panoramic Communications will... • make the campaign mobile by visiting college campuses. • set up an information stations/booths in the school’s common area on Market Days. • utilize public relations interns to engage students and answer questions. • give away t-shirts, koozies and usb flash drives displaying our hashtag. • promote a contest to win a free Spring Break vacation for two that utilizes the services of our partners and sponsors. The winner will be determined by the student who has the most “likes” on posts that include the #JaxBeachSpringBreak across all social media platforms combined. Runner-up contestants will be awarded consolation prizes donated by our partners and sponsors. This will ensure that our message is spread through multiple social media platforms. • collect student contact information for a follow up email blast.
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Objective 2:
Strategy:
To reach an attendance goal of 1,000 visitors to Jax Beach Spring Break by April 11, 2016.
Aside from increasing tourism during Spring Break, one goal of this campaign is to have Jacksonville Beach remembered as a popular vacation spot. To do this we need to attract the attention of people who may not be interested in the same Spring Break activities, but still appreciate a unique vacation destination.
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Objective 3:
To partner with 20 local businesses to assist with funding and promoting Jax Beach Spring Break.
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Tactics: Panoramic Communications will... • plan and execute a community concert on Jacksonville Beach at the Sea Walk Pavilion, featuring The Cab and a community Battle of the Bands competition. • partner with Sunrise Surf Shop to host the First Annual Jax Beach Spring Break Surf Contest. • host a Jax Beach Volleyball Competition. • partner with Venus Swimwear to host Prince and Princess of Jax Beach Spring Break contest. • partner with The Pier to host a karaoke competition with a $200 grand prize. • partner with 15 local food truck vendors to create a seaside food court, offering a myriad of delicious options. • host a beach bonfire movie night.
Strategy: To ensure a successful outcome, it is imperative to gain both the moral and financial support of the local businesses and members of the community. Tactics: Panoramic Communications will... • partner with One Ocean to provide complimentary lodging to the grand prize contest winner and discounted lodging options to students visiting for Jax Beach Spring Break. • will partner with other local hotels to provide discounted lodging to student visiting for Jax Beach Spring Break, as well as the Battle of the Bands participants. • secure donations of complimentary meals and gift cards from various local restaurants to be used as prizes for contest winners. • partner will local property management companies to offer additional lodging options.
Objective 4:
Strategy:
To secure coverage by 10 local news outlets that emphasizes the Jax Beach Spring Break event by February 29, 2016.
Without traditional media coverage, our campaign would be limited to social media and word-of-mouth publicity. In gaining the coverage from local news stations, newspapers, and magazines, we are able to to generate support from key publics. This reinforces within the local community the benefits that the Spring Break event will have on the economy.
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Tactics: Panoramic Communications will... • create and disseminate media advisories and news releases highlighting the Spring Break events. These documents will be dispersed to local news outlets including The Florida Times Union, The Beaches Leader, Folio Weekly, Void Magazine, EU, The Jacksonville Business Journal and Jacksonville Magazine. • develop relationships with news editors and circulate press releases to the school newspapers in our target audience promoting the Jacksonville beaches and Spring Break events. • build a rapport with media gatekeepers at local area TV news stations, including First Coast News, Action News Jax, News4JAX to feature the event and the benefits it has on the local community.
Objective 5:
Strategy:
To increase social media presence by 500 impressions by February 14, 2016.
Social media plays a pivotal role in the lives of our target audience. According to Experion Simmons, more than 98 percent of collegeaged students use social media. Tactics: Panoramic Communications will... • create a Facebook page dedicated to the Spring Break event and promote it through the Facebook pages of the Jacksonville Chamber of Commerce Beaches Division and its partners’ Facebook pages. • create profiles on the social media websites Twitter and Instagram with the distinct hashtag #JaxBeachSpringBreak which will be used throughout all online platforms to promote the event. • promote a contest to win a free Spring Break vacation for two that utilizes the services of our partners and sponsors. The winner will be determined by the student who has the most “likes” on posts that include the #JaxBeachSpringBreak across all social media platforms combined. Runner-up contestants will be awarded consolation prizes donated by our partners and sponsors. This will ensure that our message is spread through 17 multiple social media platforms.
Timeline January 2016 Jan.3-9 • Monday, Jan. 4th: Send out scientific survey to UF, UCF, UNF, Valdosta State and GSU • Wednesday, Jan. 6th: Create probability sample from students who attend aforementioned universities to participate in focus groups. • Friday, Jan. 8th: Collect survey results for evaluation. • • • • •
Jan. 10-16 Monday, Jan. 11th: Conduct focus group at UNF and UF Tuesday, Jan. 12th: Conduct focus group at UCF Wednesday, Jan. 13th: Conduct focus group at Valdosta State University Thursday, Jan. 14th: Conduct focus group at Georgia Southern University Friday, Jan. 15th: Collect focus group results for evaluation.
Jan. 17-23 • Analyze results from surveys and focus groups • Secure partnerships and sponsors with local businesses to assist with funding and promoting Jax Beach Spring Break. Jan. 24-30 • Develop and create promotional advertising
February 2016 Feb. 1-6 • Create Facebook, Twitter and Instagram • accounts with username and hashtag @ JaxBeachSpringBreak and #JaxBeachSpringBreak • Promote a contest to win a free Spring Break vacation for two that utilizes the services of our • partners and sponsors. • Feb. 7-13 • Build rapport with media gatekeepers at area TV news stations: First Coast News, Action News Jax, News4JAX to feature the event and the benefits it has on the local community.
Break events. Monday, Feb. 15th: Secure 500 social media impressions Feb. 21-28 Monday, Feb. 22nd: Announce the winners of the #JaxBeachSpringBreak social media contest. Create and disseminate media advisories and news releases highlighting the Spring Break events; The Florida Times Union, The Beaches Leader, Folio Weekly, Void Magazine, EU, The Jacksonville Business Journal and Jacksonville Magazine.
• Feb. 14-20 Feb. 29 • Develop relationships with news editors • Monday, Feb. 29th: Cement coverage by 10 local and circulate press releases to the school news outlets. newspapers in our target audience to 18 promote the Jacksonville beaches and Spring
Timeline March 2016 •
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March 6-12: Spring Break Weekend • Friday, March 11th: Spring Break kickoff with karaoke contest, winner gets $200, 2nd and 3rd • get $25 gift cards for food and drink at The Pier Cantina and Sandbar @ The Pier Cantina and Sandbar from 9 p.m.-midnight. Volleyball Contest, winner gets $250 @ Jacksonville Beach Pier from noon-3 p.m. • Sandcastle Building Contest, winner gets $100 @ Jacksonville Beach Pier from 3-5 p.m. Community Concert Battle of the Bands Semi- • final @ Seawalk Pavilion from 6-10 p.m. Saturday, March 12th: Sunrise Surf Contest, • winner gets $300, 2nd and 3rd place runner ups get $100 gift cards to Sunrise Surf Shop @ Jacksonville Beach Pier from 9 a.m.- noon. Food Truck Rally Challenge @ Jacksonville Beach • 1st Street in front of Seawalk Pavilion from noon3 p.m.
Battle of the Bands Final Contest @ Seawalk Pavilion from 5-7 p.m. Community Concert featuring The Cab and other local musicians @ Seawalk Pavilion from 7-11 p.m. March 13-19 Sunday, March 13th: Venus Swimwear presents Prince and Princess of Jacksonville Beach Spring Break @ Seawalk Pavilion from 1-2 p.m. Regal Cinemas presents the movie “Grease” @ Seawalk Pavilion from 5- 7 p.m. Close of Spring Break Bonfire @ Seawalk Oceanfront from 7-10 p.m. March 20- 26 Conduct post campaign surveys and focus groups, compare to pre-campaign surveys and focus groups.
April 2016 March 27 to April 2 • *Springing the Blues Festival April 1-3/ No Events. • Saturday, April 2nd: Reach an attendance goal of 1,000 visitors to Jax Beach Spring Break. April 3- 9 • Evaluate information provided by Visit Jacksonville to measure attendance of visitors to the Jacksonville Beach area from March 1 to April 2. • Evaluate the success of partnerships with businesses by calculating the revenue incurred during the Spring Break time period compared to previous years. • Calculate total social media and #JaxBeachSpringBreak impressions by using Simply Measured. • Track and analyze real time campaign
information from traditional media through media monitor service Critical Mention.
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Estimated Budget
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Estimated Budget
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Evaluation To determine the effectiveness of our campaign, Panoramic Communications will use the following research to measure the results of our objectives: . Objective 1: To increase awareness of Jacksonville Beach by 5 percent among college-age students in Northeast Florida and Southeast Georgia by February 1, 2016. Panoramic Communications will measure awareness of Jacksonville Beach by conducting postcampaign surveys and focus groups, which will pose specific questions regarding the subject’s knowledge of Jacksonville Beach. These results will be evaluated against the campaign’s initial polling results to make a comparative assessment. Objective 2: To reach an attendance goal of 1,000 visitors to Jax Beach Spring Break by April 11, 2016. Panoramic Communications will use information provided by Visit Jacksonville, the statewide tourism marketing agency, to measure the attendance of visitors to the Jacksonville Beach area from March 1 to April 11. Information from Visit Jacksonville will also measure the revenue received from hotels on tourist usage during this time period compared to previous years Objective 3: To partner with 20 local businesses to assist with funding and promoting Jax Beach Spring Break. Panoramic Communications will evaluate the success of this partnership objective by calculating the number of local business who have contributed monetarily to the campaign as well as actively promoted the Spring Break events through their applicable marketing channels. Objective 4: To secure coverage by 10 local news outlets that emphasize the Jax Beach Spring Break event by February 29, 2016. Panoramic Communications will use Critical Mention, a media monitoring service to search for, track and analyze real-time campaign information from television, radio, online news and social media outlets. Objective 5: To increase social media presence by 500 impressions by February 14, 2016. Panoramic Communications will measure the social media impressions by using Simply Measured, a social media analytics tool that provides in-depth measurement and reporting across Facebook, Twitter and Instagram. It will also monitor our #JaxBeachSpringBreak to gauge activity and campaign interest.
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Works Cited Baumgarten, Kelly. “Panama City Beach Bans Alcohol on the Beach during Spring Break.” News Channel 7. N.p., 11 June 2015. Web. 8 Nov. 2015. <http://www.wjhg.com/home/headlines/Panama-City-Beach-Bans-Alcohol-On-theBeach-During-Spring-Break-307073991.html>. “College Profile: Georgia State University.” College Data. N.p., n.d. Web. 11 Nov. 2015. <http://www.collegedata.com/ cs/data/college/college_pg01_tmpl.jhtml?schoolId=1206>. “College Profile: University of Florida.” College Data. N.p., n.d. Web. 11 Nov. 2015. <http://www.collegedata.com/cs/ data/college/college_pg01_tmpl.jhtml?schoolId=943>. “Data. Longform Content. Analysis. Priceonomics.” Priceonomics. N.p., n.d. Web. 11 Nov. 2015. <http://priceonomics.com/>. “Demographics Now.” alteryx. N.p., n.d. Web. 11 Nov. 2015. <http://demographicsnow.com/>. “The Economic Impact of Tourism in Jacksonville, Florida.” Tourism Economics: An Oxford Economics Co. N.p., Jan. 2014. Web. 8 Nov. 2015. <http://jax.s3.amazonaws.com/4601/jacksonville_visitor_economic_impact_jan_2014. pdf>. Graham, Chris. “Daytona Beach Not the Spring Break Hot Spot It Once Was.” The Daytona Beach News-Journal. N.p., 23 Mar. 2013. Web. 8 Nov. 2015. <http://www.news-journalonline.com/article/20130323/ NEWS/303229994?p=3&tc=pg&tc=ar>. “Jacksonville, Florida.” Wikipedia: The Free Encyclopedia. Wikimedia Foundation, 6 Nov. 2015. Web. 8 Nov. 2015. <https://en.wikipedia.org/wiki/Jacksonville,_Florida>. Meltzer, Matt. “Florida’s 15 Most Popular Beaches, Ranked.” HuffPost Travel. Huffington Post, 9 Feb. 2015. Web. 8 Nov. 2015. <http://www.huffingtonpost.com/thrillist/floridas-15-most-popular_b_6646132.html>. Nahai, Nathalie. “5 Things You Need To Know About Marketing To Gen Y.” Psychology Today. N.p., 13 May 2013. Web. 11 Nov. 2015. <https://www.psychologytoday.com/blog/webs-influence/201305/5-things-you-need-knowabout-marketing-gen-y>. Neale, Rick. “Florida remains Spring Break hotspot.” USA Today. N.p., 9 Mar. 2014. Web. 8 Nov. 2015. <http://www. usatoday.com/story/news/nation/2014/03/09/florida-remains-spring-break-hotspot/6215071/>. Schroer, William J. “Generations X,Y, Z and the Others - Cont’d.” The Social Librarian. N.p., n.d. Web. 11 Nov. 2015. <http://www.socialmarketing.org/newsletter/features/generation3.htm>. Strassmann, Mark. “Florida Beach City May Cancel Spring Break.” CBS Evening News. N.p., 14 Apr. 2015. Web. 8 Nov. 2015. <http://www.cbsnews.com/news/florida-beach-city-may-cancel-spring-break/>. “Student Data.” UNF: Office of Institutional Research and Assessment. N.p., n.d. Web. 11 Nov. 2015. <https://www. unf.edu/oira/student-data/homepage.aspx>. “UCF Facts 2014-2015.” University of Central Florida. N.p., n.d. Web. 11 Nov. 2015. <http://www.ucf.edu/ucffacts-2014-2015/>. “Valdosta State University 2013-2014 Profile.” Valdosta State University. N.p., n.d. Web. 11 Nov. 2015. <https:// www.valdosta.edu/admissions/undergraduate/profile.php>.
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Primary Research Survey Questions • Gender: [ ] Male [ ] Female
How Do You Spring Break?
• What age bracket do you fall into? [ ] younger than 18 [ ] 18-20
[ ] 21-23
[ ] 24 or older
• Will you take a Spring Break vacation in 2016? [ ] Yes [ ] No [ ] Maybe • Do you plan on leaving Jacksonville for Spring Break? [ ] Yes [ ] No • What is the most important factor that affects your Spring Break trip decision? Please number by level of importance with “one (1)” being the most important [ ] Proximity [ ] Price [ ] Location of friends [ ] Parent’s preference [ ] Activities offered • What activities are important to you while on Spring Break vacation? Please number by level of importance with “one (1)” being most important. [ ] Beach time [ ] Parties [ ] Concerts [ ]Dining (restaurants) [ ] Themed activities [ ] Water sports [ ] Shopping • How are you getting to your destination? [ ] Drive [ ] Fly [ ] Bus [ ] Train • How many days are you going for? [ ] 1-3 days [ ] 3-5 days
[ ] 5-7 days
• How many people will be in your group? [ ] 0-1 [ ] 2-5
[ ] 6-10
• What type of lodging do you prefer? [ ] Hotel [ ] Rental house/apartment [ ] Camp [ ] Staying with friends or relatives • What is your budget for Spring Break? [ ] $0-$250 [ ] $250-$500 [ ] $500-$750 [ ]$750-$1,000 [ ] $1,000+
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[ ] over 7 days [ ] more than 10