Public Relations Strategic Alana Davis

Purdue University
Planning Outline
 Situational Analysis
Strengths
Concert series free and open to general public
Large, open venue easily accessible to workers and residents of New
Orleans’ Central Business District (CBD)
Food and drink sales generate funds for YLC community projects
2019 title sponsorship agreement secured with AOC Interior
Environments
Concert series provides exposure for local musicians, vendors, and
sponsors
Weaknesses
Complete list of performers pends confirmation
5 PM traffic makes venue not easily accessible to those living and working
outside of the downtown New Orleans area
Opportunities
Attract new sponsors and vendors while retaining established
relationships
Increase YLC membership through attendance and volunteer participation
Cross promotion of other YLC volunteer projects
Threats
Cancellation/rescheduling due to weather
Lack of sponsors and volunteers
 Target Audience
Previous and potential concert attendees
Previous and potential sponsors with specific
focus on local CBD businesses
Potential VIP pass purchasers
Previous and potential food vendors
Previous and potential volunteers
Current and potential YLC new members
Established and upcoming local musical talent
Previous and potential non-profit organization
vendors
Local print, television, and radio media outlets
 Program Goal
To increase 2019 concert participation of attendees,
sponsors, food and music vendors, volunteers, and media
resulting in increased funding for YLC community service
projects and leadership development programs

Objectives
To increase 2019 attendee participation from the prior attendance
average of 6,000 per week to 7,000 per week
To increase multi-concert sponsorship by 10 sponsors
To increase single-concert sponsorship by 5 sponsors per week
To increase video screen sponsor advertising by 5% weekly
To increase food and drink ticket sales by 50%
To increase VIP Ticket sales by 20%
To increase the total number of food vendors by 20 vendors
To increase number of committed, weekly volunteers by 50
To maintain the current weekly number of committed musical acts
To maintain free cost of attendance
To increase social media impressions by 10% each week
To increase print, television, and radio placements by 5%
Communication and Action Strategies
~
Social Media Advertising
Begin posting bi-weekly on each social media platform
(Facebook, Instagram, and Twitter) 1 month away from first
concert
Tag title sponsors and other known sponsors as information
becomes available
Tag food vendors and musicians
Encourage use of hashtags across all platforms
Investigate branching out into Snapchat and development
and use of YLC Snapchat filter
Develop and publish social media advertising focused on
food, volunteer opportunities, and sponsorship
opportunities
Post highlights from each concert at 10 AM the day after the
concert at the latest. Immediately follow this post with
promotional information for the next concert.
Continue cycle as stated above for each concert series date
 Communication and Action
Strategies
~
Print Advertising
Utilize volunteers to distribute flyers to the following:
Office buildings within a 0.5 mile radius of
Lafayette Square
Local college campuses (Tulane, Loyola, UNO,
SUNO, Delgado)
Local libraries
Advertising kiosks around downtown New
Orleans
French Quarter music “hotspots” (House of
Blues, Preservation Hall, The Jazz Playhouse,
Howlin’ Wolf, Snug Harbor)
New Orleans Metropolitan Convention and
Visitors Bureau (NOMCVB)
Volunteers’ place of employment
Selected Mardi Gras parades
Apartment and condo buildings in the CBD
Provide a minimum of 25 flyers to each sponsor, food
vendor, musician, and any other affiliated
organizations for their personal use and promotion
Revise flyer to include all musical acts with their
associated dates once known
Communication and Action
Strategies
~
Press Release Placement
Target the following local media outlets with current
release immediately (6 weeks prior to first concert):
The Advocate
The Times Picayune
WWL 840 AM
B97 FM
WWOZ 90.7 FM
Q93 FM
Fox 8 WVUE
WWL TV 4
NBC 6 WDSU
WGNO
UPN 54 WUPL
WB 38 WNOL
WYES TV 8
WLAE TV
WHNO TV 20
KGLA - Telemundo
Offbeat Magazine
Where Y’At Magazine
New Orleans Magazine
NOMCVB
Send all listed outlets an updated release once the full
musical lineup is known (1 month prior to first concert)
 Evaluation and
Measurement of Success

• Success will be measured by the following:

• Number of stated objectives explicitly achieved at the end of
this concert season

• Metrics will be calculated by the following in comparison with

2018 figures:
• Number of 2019 concertgoers per week
• Number of food vendors
• Number and total of food and drink tickets sold per week
• Number of multi-concert sponsors and total of sponsorship
dollars generated
• Number of single-concert sponsors and total of sponsorship
dollars generated
• Number of video screen sponsor ads
• Number of committed volunteers
• Number of release placements in media outlets
• Number of VIP tickets sold
• Number of weekly impressions across all social media
platforms
 References
Nesmith, K. (2017, May). Christian Scott [Photograph].
https://www.risingcrescentphotography.com/ylc-wednesday-at-the-square/, New Orleans.
Welsh, K. (2015, February). Big-Sam-Wednesdays-at-the-Square [Photograph].
www.offbeat.com, New Orleans.
www.neworleans.com. (2015). Wednesday at the Square 1 [Photograph].
https://www.neworleans.com/event/wednesday-at-the-square-concert-series/3248/,
New Orleans.
www.neworleans.com. (2015). Wednesday at the Square 2 [Photograph].
https://www.neworleans.com/event/wednesday-at-the-square-concert-series/3248/,
New Orleans.
www.neworleans.com. (2015). Wednesday at the Square 3 [Photograph].
https://www.neworleans.com/event/wednesday-at-the-square-concert-series/3248/,
New Orleans.
www.neworleans.com. (2015). Wednesday at the Square 4 [Photograph].
https://www.neworleans.com/event/wednesday-at-the-square-concert-series/3248/,
New Orleans.
www.neworleans.com. (n.d.). Wednesday at the Square Concert Series. Retrieved from
https://www.neworleans.com/event/wednesday-at-the-square-concert-series/3248/
Young Leadership Council NOLA. (n.d.). About YLC. Retrieved from https://ylcnola.org/about-
ylc/
Young Leadership Council NOLA. (n.d.). Wednesday at the Square. Retrieved from
https://ylcnola.org/ylc-wednesday-at-the-square/