THE
D CK a parking and event space
a campaign by 4090 PR
Introduction 4090 PR has partnered with the City of Auburn to develop a campaign for the branding and promotion of the Gay Street parking lot and event space. Located directly behind the main hub of downtown Auburn, the space was created to provide two separate, but equal, services- parking for downtown visitors and a free, central location for community events. When community engagement levels plateaued, City administration realized the need for an intentional campaign that addresses key publics and maximizes the space’s potential. The following pages offer an explanation of the steps taken to develop a cohesive campaign, and detail a plan for its successful implementation.
Located directly behind the main hub of downtown Auburn, the space was created to provide two separate, but equal, services - parking for downtown visitors and a free, central location for community events.
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Table of Contents 3
Executive Summary
4
Research
5
Client
7
Survey
9
Focus Group
11 Summary
12 Planning 13 Objectives
15 Theory
16 Brand Identity
17 Strategies
23 Timeline
25 Evaluation
26 Budget
27 Overview
28
Appendix
29 Additional Research
32 Visuals
39 Contact List
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Reframing the Collective Mindset The bulk of the 4090 campaign is rooted in fresh perspec-
tral to a successful campaign. Addressing these
tives; City administration must first reorient its approach
issues is a necessary first-step to create a foundation that
to promoting the Gay Street location, then viewpoints of
the City can build upon.
community members and merchants can be addressed. The Gay Street parking lot and event space was developed to provide parking for downtown visitors and to offer a free event space for community use. Considering the haphazard patterns of engagement that the space garnered, the City of Auburn contacted 4090 PR to develop a plan for more frequent and effective use of the space for events. The 4090 PR team began with a thorough evaluation of the City of Auburn and the Gay Street space. We developed an understanding of the publics involved and analyzed their perceptions of the space through a survey, focus group and personal communication. These revealed that branding the space, generating awareness and creating positive attitudes would be cen-
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After developing the brand name and corresponding logo, we identified three pointed objectives that provided a framework for the planning process of our campaign. Corresponding strategies and channels for implementation were then developed, with a budget and system of evaluation for each.
Research Research began with a broad analysis of the City of Auburn’s organizational structure, its past public relations practices and the Gay Street space’s engagement rates. This provided an effective foundation for creating a community-wide survey, then gathering detailed information through a focus group.
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Analysis of the Client: City of Auburn The City of Auburn represents community and self-interests of citizens living in the Auburn, Alabama, area. The organization itself seeks to “provide economical delivery of quality services created and designed in response to the needs of its citizens, rather than by habit or tradition.” By monitoring factors of public safety and quality of life, the organization has helped Auburn, Alabama, be named a CNNMoney “Best Place to Live” and receive many other accolades. We worked with City representatives and consulted the organization’s website to further understand how it operates. According to the City representatives, most organizational messages are communicated and accepted well across its departments without a substantial variation in authority. This characterizes a communication style that is largely horizontal, as formal procedures do not guide the organization’s daily operation and a minimal hierarchy exists for certain approvals. As Auburn’s guiding body, the City boasts connections with many of the area’s opinion leaders. The work of public officials and policymakers often overlaps with City initiatives, and area business associations provide direct access to leaders in various industries. A unique opportunity exists for the organization to capitalize on these relationships.
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In its pursuit of creating a close-knit community, the City sponsors numerous events throughout the year, including some at the Gay Street location. Representatives say that promotional efforts have
Auburn as a city
included press releases published to the city website, newspaper and radio advertisements, promotional signs at the high-traffic Toomer’s Corner and presentations at City Council and downtown merchants’ meetings.
Population:
58,000
Each of these tactics have been employed in promoting events at the Gay Street parking lot, the majority of which have been hosted by the City. From concerts to tailgates and sports game viewings, most events here have provided entertainment opportunities for the
a CNNMoney
community. The largest attendance rates were observed at an evening
“Best Place to Live”
concert, headlining a big-name band. These numbers, combined with the low approval rates among downtown merchants, represent the bulk of the City’s concerns.
If you have attended an event here, which was it?
Location’s Past Events
14% AU football game viewings 9% soccer game viewings
home to
Auburn
University
9% movie nights 4% Southern Living tailgates 24% a concert 2% other
close proximity to
major
U.S. cities
Percentage of Respondents
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A Survey of the Situation Defining and Measuring the Community’s Knowledge To conceptualize citizens’ expectations of the community and experience with the space, a targeted survey was publicized through the City’s online newsroom and social media accounts. Its questions first established a base understanding of respondents’ community involvement, then transitioned to specific inquiries about their knowledge of the Gay Street space. Responses were recorded from 111 individuals representing a variety of demographics in the Auburn-Opelika area. The survey identified a clear discrepancy between desired and actual levels of involvement, as well as preferred and experienced communication methods. When rating current community involvement, the average person felt that they were a 3.3 (on a scale from 1 to 5); however, respondents wanted to be a 4, on average.
Key Highlights from Survey:
I am most likely to attend events that include... 89% a walkable environment
Gauged knowledge of the space Identified communication preferences Compared involvement levels
Suggested Event Characteristics
Measured past event popularity
83% quality food 77% a music event 38% networking 44% shopping 11% other
Percentage of Respondents
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Evaluating the City’s distribution of information revealed that citizens are most commonly informed of events through social media, banners at Toomer’s Corner and the City of Auburn website.
I like downtown events I can attend... 6% alone
20% as a couple
Most channels showed a dramatic increase when respondents were asked how they prefer to be reached, with email jumping 30 percent. The most stark contrast was seen when comparing the number of people who knew about the Gay Street parking lot, and the
32% with a group
number who had never attended an event there. This revealed a
42% as a family
clear need to make the space a desirable destination. Are you aware that the Gay Street parking lot is also an event space?
What is the best way to inform you of events held at this location?
no 17%
15% newspaper advertisement
Suggested Communication Methods
18% newspaper article 39% banners at Toomer’s Corner 83% yes
24% radio commercials 12% personal communication with merchants
Have you ever attended an event here?
14% television news
40% yes
25% OpenLine newsletter 87% social media 49% Email 39% City of Auburn website
Percentage of Respondents
no 60%
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Narrowing the Focus Developing a Deeper Understanding of Citizen Needs In order to gather detailed qualitative information, an
When asked to envision community events hosted at
open call for focus group participants was included in
the Gay Street parking lot and event space, participants
the survey. From those who indicated interest in partic-
were hesitant. Some stated that Auburn offers an abun-
ipation, eight Auburn residents representing a range of
dance of parks and recreational spaces for events. Al-
demographics were chosen. The moderator first estab-
though they agreed that the space is conveniently lo-
lished a comfortable environment for open discussion,
cated, they did not see enough advantages to use this
then the questions became more pointed.
space over others.
When asked about the positive and negative aspects
We utilized the focus group to test four potential brand-
of Auburn, the group unanimously referred to its con-
ing options, with the aim of using their varied feedback
venient geographic location, balance between tradi-
to guide the campaign’s direction. Each participant
tion and innovation, family-friendly events and values
ranked the logos based on the elements of visual appeal
of neighborliness. All saw the area as a good place for
and concept clarity, and noted their impressions of each.
young families that also has a dynamic element with the university’s presence.
Key Highlights from Focus Group:
Participants each described perceptions of the downtown area. Some appreciate the small-town “charm”
Refined brand strategy
and adherence to tradition. It was the space’s walkable nature, however, that garnered the most positive reactions among the group. Across all demographics, Au-
Determined negative perceptions
burn citizens enjoy being able to walk between shops and interact with other members of the community.
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Identified community values
Proposed Branding Options
Option 1
Option 2
Option 3
Option 4
These branding ideas were offered to the focus group for evaluation based on their design aesthetic and name associations. Participants ranked Option 1 the highest because of its clear geographic location, and liked the color in Option 4. Considering the participants’ notes, we were able to make adjustments to the final branding proposal.
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A Review of the Research Sorting Through to Find Relevant Information
Key Public Identified: Local Organizations In order to attain maximum community engagement, it will be necessary for the space to fulfill citizens’ self-interests. By directly addressing organizations with the campaign, the City will further its reach and effectively impact individuals in the Auburn-Opelika area.
Key Message Identified: “One Community. Dual Purpose.” The tagline, “One community. Dual purpose,” communicates the campaign’s overarching message that the space exists to serve local needs. This idea will be conveyed not only through direct promotional materials that the City sponsors, but also through the space’s increased use by varied community groups and organizations.
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Planning Creating intentional objectives for the campaign required a synthesis of our research findings, relevant theories and best public relations practices. The City needs to overcome attitudinal challenges among merchants and citizens, while ensuring that its available resources are effectively used.
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Developing the Framework A Critical Examination to Support a Cohesive Campaign Creating intentional objectives for the campaign required a synthesis of our research findings, relevant theories and best public relations practices. The City needs to overcome attitudinal challenges among merchants and citizens, while ensuring that its available resources are effectively used. Discussions with the City representatives initially established a problem in engaging citizens with events at the space and this was reinforced through the survey responses. The focus group provided insight to the reason behind low attendance rates; the audience of Auburn citizens does not currently see the space as a desirable destination. Attending an event here does not fulfill self-interests, so identifying these is key to developing an effective campaign. Through the survey and focus group, 4090 PR was continually reminded of the strong family values that exist in the Auburn-Opelika community. Elements that characterize this attribute include neighborliness, wholesome activities and opportunities for many age groups to interact. While appealing to families, events that demonstrate these qualities are also attractive to other groups. We identified three main needs reflected among the majority of citizens - a walkable environment, interaction with others in the community and identification with the event’s purpose. This last factor is key, as it widens the window of opportunity for future events in this space. If the City can connect events to a specific interest or need, community members will recognize the potential benefits of attending. The overarching goal of 4090 PR’s campaign is to increase use of the space by individuals and organizations in the community. The employed approach will work toward the goal and accomplish three intertwined objectives.
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Key Objectives to Guide the Campaign’s Elements To increase awareness of the space’s dual functionality among Auburn-Opelika businesses and organizations before the 2015 college football season. To change negative attitudes toward the space among the Auburn community during the campaign’s summer 2015 implementation and the first year of events. To encourage community groups and organizations to use the space for events during the 2015-2016 academic year. Increasing awareness of the space’s multi-functionality will allow the City to position it as a lead venue choice for the area. Organizations will better understand the opportunity to host events here, and the increase in information will enable understanding and motivate the change in attitude. The attitudinal objective addresses the interest gap revealed by the survey and focus group. Despite 80 percent of survey respondents being aware that the space is also an event venue, over 60 percent had never attended an event there. Focus group participants expressed that the existence of other suitable locations in Auburn rendered this space unnecessary. In order to adjust this outlook, a positive brand identity must position the space as a relevant and desirable venue. Increased understanding of the space’s advantages will lead to a changed attitude and motivate use of the space. This can be increasingly encouraged by streamlining the process and ensuring that the space fulfills a need. As organizations begin to utilize the space, individuals will have a greater opportunity to participate in community-based initiatives.
increased
awareness
positive attitudes
increased
utilization 14
Consulting Theorists Using Established Theories as a Basis Martin Fishbein and Icek Ajzen suggest in the Theory of Reasoned Action that an individual’s behavior is determined by two things - the perceived positive outcome of a behavior and the social perceptions associated with it. This theory guided our first actions to understand the current public perception attending or hosting an event at the Gay Street space. Considering the Theory of Reasoned Action to be true, it became clear that the space must be framed as one that results in personal gain and is looked upon positively. The 4090 team considers it crucial to create and enforce positive attitudes towards the space by promoting its advantages, and this theory directly influenced our second objective. The theory of the Hierarchy of Effects states that the audience must first listen to, then think about a message. The next step is fully understanding or comprehending everything that is being communicated. Agreement follows, with the audience then acting to demonstrate its alignment with the message. The 4090 team’s campaign for the City considered the theory of the Hierarchy of Effects in creating a timeline for the effective implementation of its suggested channels. We advocate for a process-oriented communication plan in which each channel has a clear relationship to the steps identified by this theory.
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The Decided Brand Identity
The final branding proposal incorporates the City of Auburn’s signature blue, a parking deck “E” and a balance of modern and traditional fonts. “The Deck” refers the audience to an easily recognizable geographic location and has potential to become a household name in the community. It considers suggestions from the focus group to offer the best elements of each initial option.
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Objective 1 To increase awareness of the space’s dual functionality among Auburn-Opelika businesses and organizations before the 2015 college football season.
Create promotional materials that represent The Deck
Target Audiences
Auburn businesses, organizations and media
Channels
Strategy 1 - 1
Publications
A brochure will include: graphics of the space, demonstrations of functionality, space characteristics, rental guidelines and background information. Distributed to identified organization representatives during 1-1 meetings.
Mass Media
Media kits will include a press release about the space’s rebranding, photos demonstrating its functionality, a fact sheet and a sticker. Distributed to: e-newsletters from Chamber of Commerce, the Small Business Development Center, local news outlets and local civic organizations.
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A sticker of The Deck logo will be distributed to downtown merchants for display, preferably on entrance doors or front windows. They can also be made available to the public for free at merchants’ counters.
A web page for The Deck will be added to the City website. It will include: demonstrations of the space’s functionality, its characteristics, rental guidelines and links to the venue reservation request system.
Interchangeable billboards will be installed at the space’s entrance and within the downtown area. They will initially display a “Deck” graphic, a brief description and a QR code that links to the web page.
Strategy 1 - 2 Target local community organizations identified as opportunities
Channels
Target Audiences Individual
Personalized Message Tool
Businesses, civic and university organizations
A 1-1 meeting will take place at the identified organization between its representatives and one of the City, with the goal of educating them about the space and eventually hosting an event there.
1-group presentations will occur at relevant small business, downtown merchant, City Council and Chamber of Commerce meetings, with the goal of informing them of the event hosting opportunity.
Discussions will cover the space’s dual functionality, its advantages and the potential benefit for the organization. City representative will distribute the brochure and direct the party to the new web page.
A City representative will discuss the space’s contribution to community, dual functionality and its advantages as an event space. They will distribute the brochure and direct audience to the new web page.
A personalized email will introduce the space and the City representative to identified organizational contacts and request a 1-1 meeting.
Thank you cards from the City representative will be mailed to each organization representative after the initial meeting.
Distributed to: Auburn Chamber of Commerce, Small Business Development Center, local civic organizations, the Office of Professional and Continuing Education and more.
They will refer to the discussion and include a venue reservation request form, to spur the organizational leaders to apply to host an event at The Deck.
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Objective 2 To change negative attitudes toward the space among the Auburn community during the campaign’s summer 2015 implementation and the first year of events.
Strategy 2 - 1 Promote the advantages of The Deck
Channels
Target Audiences
Community organizations and businesses
Individual
The 1-1 meeting will take place at the identified organization between its representatives and one of the City. Discussions will cover the space’s dual functionality, its advantages and the potential benefit for the organization. City representative will distribute the brochure and direct the party to the new web page.
Publications
The brochure will demonstrate the space’s functionality and positive characteristics. Distributed to identified organization representatives during the1-1 meetings and the 1-group presentations. A fact sheet will provide a quick reference The Deck’s power availability, options for space setup, ease of application process and element of walkability.
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Strategy 2 - 2 Develop The Deck’s brand identity among community members
Channels
Target Audiences Publications
Mass Media
Individuals throughout the Auburn-Opelika community
Interchangeable billboards will be installed at the space’s entrance and within the downtown area. They will initially display the “Deck” logo, a brief description and a QR code that links to the web page.
Flyers featuring a “Deck” logo, a brief description of space advantages and a QR code that links to the web page. Posted at: Frank Brown Recreation Center, Boykin Community Center, downtown businesses, local grocery stores and on the university campus.
Social media posts on the City Twitter, Facebook and Instagram accounts that include photos of events held at the venue and the “Deck” logo. Photos will reflect the desired values of fun and neighborliness.
Advertisements Tiger Transit ads featuring the “Deck” logo and
advantages for event attendees, such as walkability, proximity to downtown stores and contibution to the close-knit community.
Newspaper ads featuring the “Deck” logo and advantages for event attendees, such as walkability, proximity to downtown stores and contibution to the close-knit community.
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Objective 3 To encourage community groups and organizations to use the space for events during the 2015-2016 academic year.
Strategy 3 - 1 Create an event proposal and reservation system for The Deck
Channels
Target Audiences
Community organizations and businesses
Publications
A venue reservation request form will describe associated policies and procedures of renting the space, detail necessary approvals and provide a suggested timeline for action. It will be available for pickup at City Hall and directly distributed to organization representatives in the thank you letters, which will be sent after the 1-1 meetings.
Mass Media
The web page for The Deck will host a downloadable PDF-version of the venue reservation request. Eventually, the City may wish to convert this to a form that is submitted online and transmitted to a database for approval. The page will also provide guidelines that assist interested parties in evaluating event appropriateness.
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Strategy 3 - 2 Promote upcoming events hosted at The Deck
Channels
Target Audiences Publications
Mass Media
Individuals and organizations throughout the Auburn-Opelika community
Interchangeable billboards will be installed at the space’s entrance and within the downtown area. It will initially display the “Deck” logo, a brief description and a QR code that links to the web page.
Fliers featuring a “Deck” logo, a brief description of space advantages and a QR code that links to the web page.
Social media posts on the City Twitter, Facebook and Instagram accounts will combine promotional material from the hosting organization with the “Deck” logo, establishing a shared ownership of the event.
The online newsroom will feature press releases announcing select upcoming events.
Posted at: Frank Brown Recreation Center, Boykin Community Center, downtown businesses, local grocery stores and on the university campus.
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Implementation Timeline A Guideline for the Effective Combination of Tactics
Deck webpage
alley signage media kits
publish venue reservation form
social media posts
billboard installations
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1-1 meetings
brochures meeting request email
This system was developed considering
paid ads
public relations’ best practices and basic principles. A solid foundation of “The Deck” brand identity must be established
mailed thank you’s with venue form
immediately.
event-specific social media posts distribute stickers to merchants
Once this has begun, 4090 PR team advocates that the most time and labor-intensive tacics be utilized first. Individual, face-toface channels should be pursued, then personalized messaging will reinforce this connection. Publications and media will further impact organization leaders and citizens’ attitudes toward the space.
online newsroom
fliers
Increase awareness Change attitudes
1-group presentations
Encourage space use
Evaluation Guidelines To Help You Determine the Campaign’s Efficacy City representatives should create an online survey on Google Forms or Qualtrics, and distribute it to the local organizations through email one month after the initial contact. The survey will offer these organizations the opportunity to rate the efficacy of campaign materials, as well as their interactions with City representatives.
Channels
Suggested Evaluation
Brochure
Evaluated through the survey with questions about its factual clarity, diagram of the space and information about event preparations.
PMT Emails
First, compare the number of sent emails to actual meetings that follow. The survey will inquire about clarity of the email’s purpose and the appeal of a proposed meeting with a City representative.
1-1 and 1-Group Meetings
Utilize the survey to calculate the percentage of meetings that motivated the organization to consider hosting an event at the space. Respondents may rate the likelihood of reserving the space on a scale from 1-10.
Sticker
A downtown walkthrough following the implementation of the new branding will reveal how many merchants have displayed the sticker in windows.
Web Page & Online Newsroom
Web traffic and venue reservation request form downloads should be periodically checked with Google Analytics. The survey can also ask about the site’s usability, information and navigation.
Media Kits
Measure efficacy of media kits by monitoring outlets at one and two weeks from contact.
Social Media
Use Facebook Insights and Twitter analytics to gauge reach through likes, favorites and shares.
Branding Materials
Conduct a focus group to evaluate the community’s knowledge of the space, perceptions of the brand and engagement rates six months after implementation.
Thank you cards
Ask through the survey if they completed the venue request form sent with the card.
The efficiency of these evaluation tactics could be complicated by conflicting research efforts of outside organizations, internal availability of time and audiences’ willingness to participate. Additionally, low knowledge of suggested technology among City representatives could make web analytics and survey creation difficult.
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Anticipated Budget Successful Implementation Utilizes Channels of Highest Value Channel
Cost
Number
Source
Brochure
$186
100
Allegra Printing
PMT Emails and Thank You’s
free
varies
n/a
1-1 Meetings
free
varies
n/a
Sticker
$67
300
Allegra Printing
Web Page
varies
1
City of Auburn
Media Kits
free
varies
City of Auburn
Social Media
free
varies
Facebook, Twitter & Instagram
Online Newsroom
free
varied
City of Auburn
Billboard Installation
$100
1-2
Signsdirect.com
Alley Entrance Sign
$100-200 bracket sign price varies by style
1-2
Brackets: Hooksandlattice.com
Paid Ads
varies by size, publication and timing
varies
Local newspapers, radio stations, Tiger Transit
Value
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An Evaluation of the Campaign Determining Our Strengths and Weaknesses As with any campaign, there is potential for outside elements to interfere with implmentation and limitations exist. We recognize potential limitations as continued merchant resistance, outside interests in purchasing space and displaced parking space during events at The Deck.
Campaign Strengths Calls for personal communication, the most
Calls for the most time intensive public rela-
effective public relations tactic.
tions tactics first as personal communication
Based heavily on research of the community’s perceptions and knowledge of the space,
is a key to the success of the informational objective.
allowing us to address the most pressing needs
Suggests allocating monetary resources for
identified by the survey, focus group and per-
promotional materials while there is currently
sonal communication.
no existing budget for the space.
Strong ties already in place between the com-
Does not contain specific event proposals due
munity and the City of Auburn as an organiza-
the to the pressing need for foundational public
tion allow for an easy segway for promoting the
relations tactics first.
Deck among community members and organizations
With dependence upon using AUMC or Auburn Bank as resources for parking during events at
Creating a brand identity among community
the Deck, any prior planned events at either of
members will create stronger ties and loyalty to
these establishments may result in less parking
the space
opportunities.
Tactics called for will serve as a public relations foundation that can be continually implemented by the City.
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Potential Weaknesses
Appendix The City of Auburn team will be able to refer to additional research results, promotional materials and community contact lists in this section.
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Survey Responses
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Focus Group Responses The Main Points What makes Auburn events successful?
Utility of existing event spaces:
Many agreed that they enjoy being included in events with
Select group members stated that many events that should be
the students of Auburn, such as the tree planting. One said “It
held in Auburn are forced to go to Opelika because of space
keeps me young.” Another refered to the urban atmosphere,
restrictions here.
saying it “creates a stronger community presence.” A participant also said that most City events are accessible and support
Events you would like to see:
local businesses while downtown.
Participants would like to attend events that target: young
Highlights of downtown: Older residents appreciate that it is largely unchanged, saying, “I don’t want old buildings knocked down to put up new ones.”
who wish to mingle with others of a similar age; professionals who would like to have fun.
All agree that a small town feel and sense of community is
Impressions of the Gay Street parking lot:
important. They are also excited about the expansion of the
They said: it has plenty of outside space, but lacks indoor
area, including the new restaurant at the train depot that will
space; it would be fantastic if complementary work was done
make use of the prior architecture. All believe that expansion of
on the small lot; events would be more effective if they were
downtown will improve traffic congested in a growing town.
not on weeknights (for families with kids); that events should
Negatives about downtown: Participants called for: flattened sidewalks, improved alleys to
occur more frequently to establish the event space. Many agreed that other spaces rendered it unnecessary.
the back of restaurants, outdoor dining areas and extended
Last event here that you attended:
business hours for retailers during events.
People recounted:
Applying elements of other cities:
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adults transitioning from college to careers; married couples
“The Ole Miss game, but there were no vendors.” “The World Cup, but I was just passing through.”
Ideas introduced included: piped-in music (similar to downtown
“The concert - it was pretty popular!”
Opelika), more foodtrucks or “freelance” vendors, less towing
“There haven’t been a lot of events there.”
from local business lots and more collaboration with downtown
“I didn’t realize it was an event space until recently.”
merchants during events (“The City of Auburn should reach out
“The World Cup had a great crowd.”
to them”).
“I need more of a timeframe to plan to go.”
Sticker Variation
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Billboard Installation
33
Alley Entrance Sign
34
Tiger Transit Ads
35
Newspaper Ads
36
Social Media Headers
37
Flier
38
40