MoorePRcampaign

1.

I. Overview

I work for the Downtown Tupelo Main Street Association (DTMSA). DTMSA is in charge of design, organization, promotion, and economic restructuring of Downtown

Tupelo. DTMSA is classified as a non-profit organization. However it receives its funding from a membership based business plan. Business in Downtown Tupelo can become members of the Downtown Association. (Reed) The Mississippi Main Street Association

(MMSA) founded DTMSA in 1990. At that time, the mall in Tupelo’s Barnes Crossing was under construction and the Downtown Tupelo was undergoing major changes. DTMSA was founded as one of 80 other MMSA projects to revitalize the Downtowns of Mississippi.

(Downtown)

DTMSA employs four people at the moment, Director Debbie Bragenberg (head of

DTMSA), Craig Helmuth (front desk clerk), Allie West (front desk clerk), and Jessica Reed

(marketing personnel). (Web) By paying the fees to DTMSA, all the member organizations will be coordinated and organized with each other through the association. DTMSA, in return, will promote them, design different aspects of the industries to create a more unified look, and aid in any economic restructuring. DTMSA’s primary market is to the people in the Tupelo community, and their secondary market is the businesses in

Downtown Tupelo. The idea is, the public is the primary market because with more people coming downtown, more businesses will move into the region. The more businesses in the region the more members they association will receive. The domino effect is the business outline for the association; they worry about the people and everything falls into place.

(Reed) DTMSA does not technically have a PR department nor does it use its resources for

PR. However, DTMSA’s employees work together and through their efforts they do occasionally accomplish Pubic Relations.

The DTMSA has had a few crises that they have addressed. These events have helped create their overall crisis plan. In the history of DTMSA, they have experienced a few crises such as high winds blowing scaffolding off roofs, severe rains requiring office evacuation, and assaults at events requiring changes to their policies. The high wind and rain were minor crisis requiring the employees to relocate to safer locations without much need for a serious crisis plan. The assault was actually at an event, a girl was raped and

DTMSA had to take drastic measures to ensure it could never happen again. Because of this incident, they now have more security at events, an insurance adjuster is on scene, a paramedic is on scene, and volunteering for events has been made more difficult through pre-screening of individuals. The overall crisis plan is thought of in a pyramid format. It’s hierarchal. On the top of the hierarchy is Director Bragenberg and she calls people who in turn have their own people to contact until the cascade of contacts reaches the end. They have a predetermined place to meet up at in case of an emergency and they have a particular CV radio frequency they are all to tune to for communicate. (Bragenberg) From my understanding of their crisis plan, I believe it is well thought out; however, they could put more effort into making sure that all their onsite personnel such as security, insurance adjusters, etc. are all aware of these procedures as well.

DTMSA like any other non-profit has its competitors to deal with. The competitors in this industry are primarily the Barnes Crossing Mall in Tupelo. Also, the surrounding communities tend to take consumers away from the Downtown region. Currently DTMSA is has a couple of issues they will face in the next few years. One issue is Tupelo’s main street

is about to undergo a major re-pavement; this will be a problem because it will restrict

Downtown travel and there is also a difficulty in making everyone in Tupelo aware of the project and its need. The economy is an issue and an opportunity for the company as well.

It’s a weakness because people are having hard times finding jobs and many people are pinching their pennies, which in the long run is not good for DTMSA. The economy however is on the rise and because of this, the future outlook for Tupelo is bright. (Reed) Over the past years, DTMSA has done several promotions such as trying to get awareness for its events out to the public. Most of their media coverage however is in the form of News

Releases and as guest speakers on radio stations.

Director Bragenberg, who also acts as the overall spokesperson for the association, heads DTMSA. DTMSA’s strengths are the facts that it’s a small non-profit so there isn’t too much room for things to go wrong. However, on the rare occasion something does go wrong, the DTMSA team is ready to jump into action. Also, they don’t have many employees. This helps because they don’t have a high risk of everyone screaming over one another and fighting to get to the ‘top’ spots. Everyone works together. A weakness for the company is because they are such a small staff, they rely heavily on volunteers which are hard to come by sometimes. Opportunities for the company are the facts Downtown Tupelo is experiencing rapid growth in its business industries and DTMSA is beginning to utilize the Internet and digital world in an effort to strengthen their workplace. Threats to the non-profit include the mall and people changing their shopping habits to be more online oriented. (Reed)

The PR campaign is designed to bring awareness for the farmers market, showing people how to live and eat healthy, and bringing about an action for people to shop locally

for produce. The dietary habits of the average person in Mississippi are leading to increased health problems and health related diseases. (Richardson) This secondary source also explored that people aren’t healthy because they have been taught through the years that it is easier to make bad foods rather than healthy food. Another secondary research article explored teaching families to live a healthy lifestyle because it teaches children from leading by example. The article point out, “eating habits developed during childhood and adolescence will be habits carried though life.” (Change) This campaign is developed with the intent on combating Mississippi people’s standards of eating. We want to teach people proper ways to eat and living to help the people lead healthier lives.

I created a survey on survey monkey. I was unsurprised by the results of the survey; however, the results are expected to be very valuable in generating ideas to boost the campaign to raise awareness of healthy living and to convince people to shop for local produce in Tupelo. (Survey) The survey was given out via email and 119 people filled it out.

From the survey we found that 10 percent of the population does not know about the farmers market. We plan to educate at least 5 percent of this 10 percent on the farmers market and the good it has to offer.

This campaign will help DTMSA in many ways. Through out the campaign, there are three events that are designed to get people into the downtown area, which is the overall goal of the main street association. Another way, the campaign shows the public that we care about them and it’s our way of reaching out to them and offering a helping hand. The campaign will also produce positive publicity for not only DTMSA but also Tupelo itself. We hope to get people from all over to realize there is always something going on in Tupelo and we are a place to go when people want something to do.

"Downtown Tupelo Main Street Association." Downtown Tupelo Main Street Association.

Downtown Tupelo Association, n.d. Web. 25 Feb. 2013.

Reed, Jessica. Personal interview. 20 Feb. 2013.

Survey Monkey. SurveyMonkey. N.p., n.d. Web. 20 Feb. 2013.

Bragenberg, Debbie. Personal interview. 20 Feb. 2013.

Richardson, Valerie, Alma Thornton, Bernestine B. McGee, Glenda S. Johnson, and Crystal

Johnson. "HEALTHY EATING PERCEPTIONS OF LOWER MISSISSIPPI DELTA

RESIDENTS MANUSCRIPT." ProQuest. N.p., 4 Mar. 2009. Web. 21 Apr. 2013.

"Change Snacking Habits to Prevent Child Obesity." The Mississippi Link. N.p., 25 Apr. 2001.

Web. 21 Apr. 2013.

II. Primary Research: Survey

Here is a link to my survey: http://www.surveymonkey.com/s/WNXGFPW

My boss, Jessica Reed, was kind enough to send my survey out in an e-newsletter and the responses were too many for the basic features in survey monkey.

2. Target Publics

Using the claritas database, I found several statistics to help specify my target markets. The majority of Tupelo residents are age 21-34; the second age range is 0-9 and the third range is 10-20. This shows that a younger public dominates Tupelo. The highest income level by a large margin is $25K and lower, the second range is $50-75K, and the third is $35-50K. This shows that the majority of Tupelo is in the poverty range; however, there are segments that are doing well. The household compositions are majority no children; however, the people with children stack up to comparatively match those without children. Finally, Tupelo is dominated with over a 50% white population; however, the black/African American segment holds a strong second place. (Segment)

A. Primary Target Market

Bedrock America – Downscale Middle age w/ Kids

Downscale Middle Age w/ Kids

Bedrock America consists of economically challenged families in small, isolated towns located throughout the nation's heartland. With modest educations, sprawling families, and service jobs, many of these residents struggle to make ends meet. One quarter live in mobile homes. One in three haven't finished high school. Rich in scenery, Bedrock America is a haven for fishing, hunting, hiking, and camping.

Social Group: 14 - Rustic Living

Lifestage Group: 07 - Sustaining Families

Demographics Traits

Urbanicity: Town/Rural

Income: Downscale

Income Producing Assets: Low

Age Ranges: <55

Presence of Kids: HH w/ Kids

Homeownership: Mix, Renters

Employment Levels: WC, Service, Mix

Education Levels: High School Grad

Ethnic Diversity: White, Black, Hispanic, Mix

Lifestyle & Media Traits

Order from Avon

Buy toy cars

Read Parents Magazine

Watch The Young and the Restless

Dodge Ram Flex Fuel

B. Secondary Target Market

Family Thrifts- Lower- Mid Younger w/ Kids

Lower-Mid Younger w/ Kids

The small-city cousins of inner-city districts,

Family Thrifts contain young, ethnically diverse parents who have lots of children and work entry-level service jobs. In these apartment-filled neighborhoods, visitors find the streets jam-packed with babies and toddlers, tricycles and basketball hoops,

Suzukis and Kias.

Social Group: 10 - Micro-City Blues

Lifestage Group: 07 - Sustaining Families


Urbanicity: Second City

Income: Lower-Mid

Income Producing Assets: Low

Age Ranges: 25-44

Presence of Kids: HH w/ Kids

Homeownership: Mix, Renters

Employment Levels: WC, Service, Mix

Education Levels: Some College

Ethnic Diversity: White, Black, Hispanic,

Mix


Shop at Walgreens

Buy large baby dolls

Read Life & Style

Watch Noticiero Univision

Suzuki Cars

&

Sunset City Blues- Lower- Mid Older Mostly w/o kids

Lower-Mid Older Mostly w/o Kids

Scattered throughout the older neighborhoods of small cities, Sunset

City Blues is a segment of lower-middle-class singles and couples who have retired or are getting close to it. These empty nesters tend to own their homes but have modest educations and incomes. They maintain a low-key lifestyle filled with newspapers and television by day, and family-style restaurants at night.

Social Group: 09 - City Centers

Lifestage Group: 10 - Cautious Couples


Urbanicity: Second City

Income: Lower-Mid

Income Producing Assets: Above Avg.

Age Ranges: 55+

Presence of Kids: Mostly w/o Kids

Homeownership: Homeowners

Employment Levels: Mostly Retired

Education Levels: High School Grad

Ethnic Diversity: White, Black, Mix


Order from QVC

Collect coins

Read Ladies' Home Journal

Watch One Life to Live

Kia Borrego

"My Best Segment." PRIZM Market Segmentation Research, Tools, Market Segment Research,.

Nielsen, n.d. Web. 21 Apr. 2013.

3. Objectives:

A. Objective 1: a.

Increase awareness of the farmers market in Tupelo among Tupelo’s adult residents with children by 5% by October 15 when the Farmers’

Market closes. b.

To evaluate this objective, we will send out another survey and also do focus groups on people in Tupelo. The results will be compared to the survey taken at the beginning of the campaign.

B. Objective 2: a.

We will increase awareness 25% of Tupelo adult residents with children, on ways to live healthy by October 15 when the campaign officially ends for the year. b.

To evaluate this objective, focus group will be done on this target audience. Also, we can use the results from the events focused on this objective to help evaluate it. For example, if we have a yoga day, we can see how many people from this target market are attending the event.

C. Objective 3: a.

We will get 15% more of Tupelo adult residents with children to shop locally for their produce and food needs by October 15. b.

To evaluate this objective, we will send out a survey and evaluate the results from it comparing them to the results from the survey at the beginning of the campaign. Also, we can see how many people on

average shop at the Farmers’ Market compared to previous years. At the end of the year, we can compare the total revenue from the market compared to previous years, and this will also help.

4. The Plan

A.

The campaign is created with the idea of helping people enhance their lives through making healthier choices. By trying to get people involved and educating them on making healthy choices, DTMSA will be cast in a positive light. The fact that we are trying to help improve people’s lives will make us appear caring and will make our campaign a success. We are approaching the situation of people making healthier choices one-step at a time. First, the campaign is taking place when the weather is warm and people are more prone to go out doors. Also, children will be out of school and looking for things to do so even if we can’t reach the parents, maybe we can reach the children. Once they are involved in the activities and events, the parents will be more likely to join in as well. There isn’t a different strategy for the different publics. We are targeting them all as a whole. The basic strategy is to introduce a healthier alternative lifestyle to people. As people see the effects and differences this can have on their life, they will be more likely to join in.

B.

Key Messages: a.

Eliminating unhealthy snacks leads to healthier alternatives. By buying locally grown produce, your not only helping the people around you, you are helping yourself make better decisions in the future.

b.

Mississippi is the leading state of obesity, which leads to many health problems. By changing your lifestyle you are changing Mississippi for the better. Make the healthier choice today.

C.

Slogan: Eating local to grow a healthier tomorrow.

D.

Spokesperson: Our spokesperson for the campaign will be Debbie

Bragenberg. She is the face of DTMSA and represents the non-profit organization in Tupelo.

E.

The campaign will not have a special mascot, logo, or color. It will use the

DTMSA logo, a Farmers’ Market logo, and any other organizations that sponsor an event will have their logo’s incorporated into the designs for posters, brochures, etc. as well.

5. Tactics: Actions

A.

Event: Iron Chef and Native Mississippian Car Cora kicks off the campaign

May 18 market opening day. She will shoot a live TV show from the market itself and she will be cooking up a selection of dishes focused on the organic produce the market has. i.

- Name of event: Cooking With Cat Cora!!

- Topic: How to cook healthy food with fresh produce.

- Theme: Making healthy decisions in the kitchen

- What’s happening: Cat Cora will do a live interactive cooking show for the people of Tupelo. The show will focus on using fresh organic produce to make fun and healthy meals. ii.

Objectives: We plan to get at least 200 people to the Farmers’ Market for its opening day. At the same time, we want America to know that

Tupelo is a big deal and not just a place where elephants get shot and

Elvis impersonators try to poison people. We are branding Tupelo as a place that is full of life and always has something fun going on. iii.

Key messages: Being healthy is simple. Controlling what you put into your body is the first step to a healthy lifestyle. By cooking and preparing your own food, you have full control over the quality and healthiness of the finished product. iv.

Target Publics: This event will be open to anyone. The people we are trying to reach with this event are parents, and specifically women of any age who want to learn how to cook healthier. The media will be

invited, specifically newspapers, radio, TV, and magazines. TV and radio stations will be allowed into the market showing area. The show will be interactive between Cat Cora and the audience and media stations. We will invite TV networks to film and broadcast the show if they wish; however, they must sign an agreement that DTMSA will get a proportionate of the revenue the show makes on their stations. For example, if the show gets a high viewer rating point and they turn a profit from the show. They will give DTMSA a 10% fee for the shows premier and 2% fee for reruns. v.

Date: May 18 at 11 a.m. vi.

- The entire show will cost $15,000.

- Paid for by sponsors, the marathon held the next month, and any TV stations signing the form to air the show but paying a proportionate fee. We will have businesses sponsor the show and while promoting the event we will promote these businesses too. Through sponsorships we will get at least $7,500.

- DTMSA will use its current funds to pay for the show and over the campaign; the funds will be paid back through other events of the campaign.

- DTMSA will have to pay the $7,500 remaining after sponsors. DTMSA can afford it, and the money will be generated again the next month during the marathon.

- Admission for the show will be free. The whole point of the show is to get people to the Farmers’ Market and to educate people on ways to cook healthier. This should not exclude anyone.

- Ticket Sales- N/A

- We will accept any donations anyone wishes to give. vii.

The event will be held at the Farmers’ Market. There is enough parking space available, and if the weather permits we will set everything up on the outside of the market. However, if the weather is not fair, the market is large and can accommodate everyone. There will be no need for breakout rooms after the show, everything will be done right around the stage we will have set up for Cat Cora to cook on. This location will not have the stage, chairs, tables, or anything necessary to do the show. However, DTMSA has everything in storage and they have teams available to put everything in place. viii.

– Since Debbie Bragenberg will be the spokesperson for the campaign, she will also be the host for the event.

- Since DTMSA has a deal already with MS Radio Group, which consists of several radio stations, they will be in charge of providing background music. They will be on sight for the event so they can promote it through their shows.

- Cat Cora will need to be picked up from the airport. We will pick her up from the airport on Friday night and take her to the Hilton Garden

Inn. Saturday Morning she will be taken to the farmers market for her

show. After the show, she will be taken to the airport for her departure. (This will be explained further in the timetable section.) ix.

There will be several posters and banners around town to promote the event. DTMSA will use the printing businesses in downtown

Tupelo to do the signs. They do this on a trade basis so money will not trade hands. The tables, chairs, stage, sound picture and video equipment are in storage for DTMSA and they use volunteers to set this up. x.

There will be two teams of police at the event. They will be in charge of ensuring safety of anyone present. There will also be a paramedic present at the event. Also, an insurance adjuster will be present. xi.

As stated earlier, if the weather permits, the event will be held outside of the Farmers’ Market. If however, the weather is poor the event will be held under the farmers market roofed area. If Cat Cora cancels, we will have a few local chefs prepared to take over the event. They can work together and all show skills they are best at while teaching people how to prepare healthy meals. xii.

There will be no invitations sent out. The event will be publicized on television, radio and in the newspaper. The event will also be promoted on signs and posters throughout Tupelo. xiii.

Publicity: We will send out several news releases leading up to the event. DTMSA will also be on the local TV and radio stations talking

about the event and our guest Cat Cora. DTMSA’s social media pages will be used to promote the event through social media. xiv.

For the event, West End Catering will cook at the venue. They will prepare only the foods Cat Cora decides to make in her show. Cat Cora will let them know before hand what she will make and give them recipes to follow. This will let the entire audience try her foods as she’s making them. However, to get food, the audience will have to buy the food from the caterer. No alcohol will be served at this event. xv.

The program for the event will include a bio of Cat Cora, the recipes she will be preparing, and any sponsors logos. These will be available before the show at sponsor’s locations and they will be available day of the show at the event. A volunteer at the event will distribute the programs. The DTMSA team will shoot their own photos and videos. xvi.

Registration: N/A xvii.

Exhibits: N/A Radio and TV station will be in charge of their own equipment. xviii.

Equipment: No equipment will need to be ordered. DTMSA has everything in storage.

B.

Event: A marathon where local businesses or individuals pledge support for runners June 29. Plan to get $10K from this marathon. Local businesses and people who want to pledge a dollar amount, they have a runner or runners and they pledge that for every kilometer their person or persons run, they

will donate X amount of dollars. Shay Carl Butler, a celebrity fitness guru and family oriented YouTube star, will be our guest runner/speaker. i.

- Name of event: A Marathon for a Healthier You!!

- Topic: How you can change your life starting today.

- Theme: Making healthy decisions in life

- What’s happening: Shay Carl will run in the marathon. He will kick off the event with a speech about his journey and his choice to be healthy. ii.

Objectives: We want to get people in Tupelo active for a cause. At the same time, Shay Carl is a YouTube celebrity and he will help reach the younger and Internet audiences. iii.

Key messages: Being healthy is as simple as getting up and doing something every day. Never give up on creating a healthier you. iv.

Target Publics: This event will be open to anyone. The people we are trying to reach with this event are parents, and specifically people of any age who want to live a healthier life. The media will be invited, specifically newspapers, radio, TV, and magazines. v.

Date: June 29 at 9 a.m. vi.

- The marathon will cost $5,000.

- This event will be paid for by pledges. Businesses and individuals will make pledges to pay so much money for so many people to run the marathon. The event is open to everyone, but there will be people specifically there just to run the marathon for their pledges. Everyone

who has someone pledged to back them will be entered into a drawing for downtown dollars worth $250. To get businesses to pledge to sponsor you, a person interested can stop by DTMSA and register to run.

- DTMSA will use its current funds to pay for Shay Carl, but the event will generate enough to cover this and the previous event.

- DTMSA will have to pay the $3,000 for Shay Carl. However the marathon will generate at least $10,000 in revenue.

- Admission for the marathon will be free. Businesses or individuals will make a promise to pay for so many people to run. In the event, if we have more runners than pledges, the people can still run and we will try to get more businesses to pledge for those extra runners.

- Ticket Sales- N/A


The event will begin and end at the Farmers’ Market. There are enough parking spaces available, and if the weather permits we will set everything up on the outside of the market. However, if the weather is not fair the market is large and can accommodate everyone. There will be no need for breakout rooms after the show, everything will be done right around the stage we will set up for Shay

Carl to speak on. This location will not have the stage, chairs, tables, or anything necessary to do the show. However, DTMSA has everything in storage and they have teams available to put everything in place.

viii.



- Shay Carl will be the guest speaker and runner at this event. ix.


Tupelo to do the signs. They do this on a trade basis so money will not trade hands. The chairs, stage, sound picture and video equipment are in storage for DTMSA and they use volunteers to set this up. x.

There will be police at this event to mark of the road sections as needed. They will be in charge of ensuring the safety of anyone present. There will also be a paramedic present at the event. There will also be an insurance adjuster present. xi.

As stated earlier, if the weather permits, the event will be held outside of the Farmers’ Market. If however, the weather is poor the speech by

Shay Carl will be held under the farmers market roofed area and the marathon will continue outside unless it is lightning. In case of severe weather we will try and delay the event as long as possible. If the event cannot be delayed or weather is not expected to get better the marathon will be post pones for the next weekend. Shay Carl will be

welcome to attend the next week, but he will not be expected to. If

Shay Carl cancels, the event will go on as planned. We will find someone from the community who wants to speak and let him or her tell their tale. xii.

There will be no invitations sent out. The event will be talked about on television, radio, and in the newspaper. The event will also be promoted on signs and posters throughout Tupelo. xiii.

Publicity: We will send out several news releases leading up to the event. DTMSA will also be on the local TV and radio stations talking about the event and Shay Carl. DTMSA’s social media pages will be used to promote the event through social media mediums. xiv.

There will be no food or catering at the event, however at specific mile markers there will be tables set up with water. These tables will be set up and operated by volunteers. xv.

There will be no program for the event. The flyers, posters, and signs around town promoting the event will have the pledgee’s logos. xvi.

Registration: Registration will be available online at DTMSA’s website, at supporting businesses, and at DTMSA. xvii.

Exhibits: N/A Radio and TV station will be in charge of their own equipment. xviii.


C.

Tactic: Community cook off using foods found in the farmers market. The cook off will be held July 20 and anyone can enter the competition for a fee.

The top three winners will receive a prize of downtown dollars. i.

- Name of event: Best Cook in Tupelo!!

- Topic: Who’s the best cook in Tupelo?

- Theme: Making healthy decisions in the kitchen

- What’s happening: People can sign up and cook against other people in tupelo to see who is the best. ii.

Objectives: We want people to think about ways to cook healthier. At the same time, we are only allowing food from the Farmers’ Market to be used because we want to increase the number of people shopping for local produce. iii.

Key messages: Being healthy is simple. Controlling what you put into your body is the first step to a healthy lifestyle. By cooking and preparing your own food, you have full control over the quality and healthiness of the finished product. iv.

Target Publics: This event will be open to anyone. However, to be allowed to cook in the event you must register and pay a fee. The people we are trying to reach with this event are specifically parents and people who want to live healthier lives. The media will be invited, specifically newspapers, radio, TV, and magazines. v.

Date: July 20 at 11 a.m. vi.

- The event will not be a cost to us.

- There will be sponsors for the events as well as food vendors who will give us a portion of their profit for allowing them to cook on sight.

- Admission for the show will be $25. The money covers the food you will be given to cook with. Each party is expected to bring their own utensils and cooking stations with them. The Farmers’ Market food will be distributed evenly among all of the groups registered to cook

- Ticket Sales- N/A


The event will be held at the Fair Park. There is enough parking space available. If the weather is not fair the event will be postponed until there is an acceptable Saturday. This location will not have the, chairs, tables, or anything necessary to do the event. However, DTMSA has everything in storage and they have teams available to put everything in place. viii.



- There will be no special guests at this event. ix.


Tupelo to do the signs. They do this on a trade basis so money will not trade hands. The tables, chairs, stage, sound picture and video equipment are in storage for DTMSA and they use volunteers to set this up. x.

There will police at the event. They will be in charge of ensuring safety of anyone present. There will also be a paramedic present at the event. Also, an insurance adjuster will be present. xi.

As stated earlier, if the weather permits, the event will be held outside at Fair Park. If the weather is not fair the event will be postponed until there is an acceptable Saturday. People will be told through email, news, and radio of the Saturday chosen. It will be a public announcement to everyone at least 4 days before the event. xii.

There will be no invitations sent out. The event will be talked about on television, radio, and in the newspaper. The event will also be promoted on signs and posters throughout Tupelo. xiii.

Publicity: We will send out several news releases leading up to the event. DTMSA will also be on the local TV and radio stations talking about the event. DTMSA’s social media pages will be used to promote the event through the social media medium. xiv.

There will be no food caterers at the event. Fair Park grill will be open however. Alcohol will also not be served but we will not stop people from bringing their own in a locked cooler.

xv.

The program for the event will include all the teams cooking and any sponsors logos. These will be available before the show at sponsor’s locations and they will be available day of the show at the event. A volunteer at the event will distribute the programs. The DTMSA team will shoot the photos and videos. xvi.

Registration: Registration can be done online or by going to DTMSA’s office. xvii.

Fair Park will be gridded off before hand and the teams will be placed according to when they sign up. DTMSA will attempt to accommodate any special requests if at all possible. Radio and TV stations will be in charge of their own equipment. xviii.


6. Communications

A.

We will release new releases fore each event. We will also make PSA’s discussing the obesity level, which some experts refer to as an epidemic. The

PSA’s will discuss places to go and find information on the cause. A media kit will be distributed to several media organizations two weeks before the campaign begins.

B.

Website- the website would be an interactive webpage with a URL: http/: www.getactivetupelo.com and the page will have videos and pictures from different events that are not only about the campaign but any event DTMSA has been part of. The website will be striving to educate people on how much there is to do in Tupelo. It will also have a cooking section where it will have recipes and videos that explain how to make different dishes. There will be a blog section where people can upload their own ideas, recipes, and videos.

(Before anything is posted, it will go into a queue box that the employees of

DTMSA will have to sign off on before it can appear on the website.) The dominant colors of the site will be green, blue, and orange. Green to promote friendship, blue to promote activity, and orange to promote eating healthy.

C.

Social Media:

D.

Non-media item: A non-media item will be the posters and brochures that will be promoting the different events. These will all work around the green, blue, and orange color schemes. They will all be themed towards being healthy and will use pictures promoting activity.

E.

Media Kit:

Media Alert: Media Alert

Downtown Tupelo Main Street Association

Media Contact: Patrick Moore, jessica@tupelomainstreet.com

Cooking With Cat Cora Kicks Off

The Tupelo Farmers Market

i.

Media Alert

Who: Downtown Tupelo Main Street Association (DTMSA) is hosting Cooking With Cat

Cora!!

What: Cooking With Cat Cora will be a show where Cat Cora cooks healthy meals using fresh produce. Cooking With Cat Cora officially opens the Tupelo Farmers’ Market.

Where: Under the Shed at the Tupelo Farmers’ Market

When: Doors open May 18 at 7 a.m. Get there early to get a seat.

Why: To help educate people on the necessity of eating healthy. To also show easy and fun ways to prepare healthy meals.

How: Come down to the Farmers’ Market May 18, for more information go to DTMSA’s website. http://tupelomainstreet.com

or http://getactivetupelo.com

About Cooking With Cat Cora

Cooking With Cat Cora is an event held on the opening weekend of Tupelo’s Farmers’

Market. There will be live show featuring Cat Cora at the event. This even is to help raise awareness for eating healthy and making better choices in the kitchen. ii.

Media release-

News Release Hard Copy

Downtown Tupelo Main Street Association (DTMSA)

For immediate release

Media Contact: Patrick Moore, DTMSA Public Relations

Tel: 601-692-5678

Email: pmoore@go.olemiss.edu

Tupelo Welcomes their Marathon for a Healthier You

Marathon will be part of the Art Rocks Tupelo weekend

Tupelo, Miss. -Tupelo is proud to announce their marathon, which will be part of the Art

Rocks Tupelo weekend scheduled for Saturday, June 29 beginning at 9 a.m.

“The marathon is an opportunity for the community to interact with artists and learn more about their specific form of art,” said Kim Caron owner of the Caron Art Gallery.

Sponsors and promoters of the event are hoping to make this an annual event marathon to help raise awareness for the art in Tupelo.

“Local artists will be setting up their easels in front of retail stores and demonstrating their talents,” said Caron.

The marathon is a way the merchants can be incorporated into the Art Rocks Tupelo weekend when different productions will be going on every day.

The participating artists will be outside the different shops around downtown Tupelo.

For more information on Art Walk, call DTMSA at 662-841-6598 or go to the website at www.getactivetupelo.com

.

-END-

About the marathon: The marathon is a way to get the merchants involved in the Art Rocks

Tupelo event. This is the first year for the event. This event is being held in Downtown

Tupelo.

Photo Cutline: Hand painted signs spread through downtown Tupelo representing the significance art plays on the Community.

Email Version

Downtown Tupelo Main Street Association (DTMSA)

June 29, 2013

Tupelo Welcomes their Marathon for a Healthier You

The marathon will be part of the Art Rocks Tupelo weekend

Tupelo, Miss. -Tupelo is proud to announce their marathon, which will be part of the Art

Rocks Tupelo weekend scheduled for Saturday, June 29 beginning at 9.a.m.

“The marathon is an opportunity for the community to interact with artists and learn more about their specific form of art,” said Kim Caron owner of the Caron Art Gallery.

Sponsors and promoters of the event are hoping to make this an annual marathon to help raise awareness for the art in Tupelo.

“Local artists will be setting up their easels in front of retail stores and demonstrating their talents,” said Caron.

The marathon is a way the merchants can be incorporated into the Art Rocks Tupelo weekend when different productions will be going on every day.

The participating artists will be outside the different shops around downtown Tupelo.

For more information on the marathon, call DTMSA at 662-841-6598 or go to the website at www.getactivetupelo.com

.

-END-

About the marathon: A Marathon for a Healthier You is a way to get the merchants involved in the Art Rocks Tupelo event. This is the first year for the event. This event is being held in

Downtown Tupelo.

Photo Cutline: Hand painted signs spread through downtown Tupelo representing the significance art plays on the Community.

Media Contact: Patrick Moore, DTMSA Public Relations

Tel: 601-692-5678

Email: pmoore@go.olemiss.edu

iii.

PSA’s, ANR’s, and VNR’s

I. Radio PSA 60sec. 172 words

Tupelo’s Art

SFX: Sound of child groaning out of agitation. (five seconds)

Child: (sad, whining voice) Mom. I don’t know what to draw.

Mom: (consolingly) Awe, well you have to use your imagination. A drawing is an artist’s feelings put on paper.

Child: (wonderingly) What’s an artist?

Mom: An artist is someone who shows the world his or her feelings through their imaginative creativity.

Child: Do we have any artists around here? I want to go see some!

Mother: Yes. There are events going on in downtown Tupelo. We should look up some dates and go. There will be plenty of artists there so you can see what they do.

Child: (excited) Yay! That would be fun. We should go!

SFX: Sounds of child shouting with happiness. (Five seconds)

Anncr: Art helps open a child’s mind and imagination. Even Albert Einstein said, “Logic can get you from A to Z; Imagination can get you anywhere.” This message is brought to you by

the Downtown Tupelo Main Street Association. For more information visit the website www.getactivetupelo.com

Radio PSA 30sec. 94 words

Anncr: Albert Einstein said, “ The value of an education in a liberal arts college is not the learning of many facts, but the training of the mind to think of something that cannot be learned from textbooks.” Art is allows people to expand their horizons in life. People who practice art will have more opportunities in life than those who do not. Please visit www.getactivetupelo.com

for information and dates on art around Tupelo and expand your mind and your possibilities today. This public service announcement is brought to you by the Downtown Tupelo Main Street Association.

II. Audio News Release; 93 words

Tupelo Welcomes the Marathon for a Healthier You

ANR: 30 seconds;

Spring is in the air and those creative juices are flowing. Come down to Downtown Tupelo’s

Marathon for a Healthier You and get inspired to change your life forever. The marathon is part of Tupelo’s Art Rocks weekend and the walk will be held on June 29 beginning at 9 a.m. Founder of the Caron Art Gallery, Kim Caron says, “The marathon is an opportunity for the community to interact with artists and learn more about their specific form of art.” For more information on the marathon call DTMSA at 662-841-6598 or visit www.getactivetupelo.com

.

-30-

III. Broadcast PSA

Title: Art Expands the Mind

WA & LS: Child grounds crayon into the Child: (sad, whining voice) Mom. I don’t paper and looks at mom in upset way. know what to draw.

MCU: Mom Kneeling down to help child and Mom: (consolingly) Awe, well you have to talk on their level. use your imagination. Drawing is an artist’s feelings put on paper.

Child: (wonderingly) What’s an artist? MCU: Child with a wondering and confused look.

MCU: Mother smiles and explains. Mom: An artist is someone who shows the world their feelings through their imaginative creativity.

MCU: Child still puzzled but interested now.

CS on mother: Puzzled expression for a

Child: Do we have any artists around here? I want to go see some!

Mother: Yes. There are events going on in

second or two and then it dawns on her.

CS: on child who is very excited

B-Roll: child sitting down and drawing a picture.

The website also appears at the bottom of the screen followed by the number. downtown Tupelo. We should look up some dates and go. There will be plenty of artists there so you can see what they do.

Child: (excited) Yay! That would be fun. We should go!

Anncr: Art helps open a child’s mind and imagination. Even Albert Einstein said,

“Logic can get you from A to Z; Imagination can get you anywhere” This message is brought to you by the Downtown Tupelo

Main Street Association. For more information visit the website www.getactivetupelo.com

or call 662-841-

6598.

-Make a healthier choice today. This girl has decided to choose a pomegranate for a snack instead of fatty foods.

Video for VNR available at: http://www.youtube.com/watch?v=mQ3vRu3nx3g

iv.

Fact sheet: One reason people aren’t living healthy is because they have been taught through the years that it is easier to make bad foods rather than healthy food.

Children learn by example. If you want a child to grow up healthy then you must teach them when they are young.

This campaign is developed with the intent on combating Mississippi people’s standards of eating.

The dietary habits of the average person in Mississippi are leading to increased health problems and health related diseases.

Eating healthy is as easy as controlling what you put in your food.

The best way to control what goes into your food is to make your food yourself.

Healthy is the new trend. People all over America are striving for the same goals; you can join them today by making a healthy choice.

Mississippi is most obese state in the Union.

The child obesity in Mississippi has many experts calling it an epidemic.

Getting up and living being active will improve your health dramatically.

-

Richardson, Valerie, Alma Thornton, Bernestine B. McGee, Glenda S. Johnson, and Crystal

Johnson. "HEALTHY EATING PERCEPTIONS OF LOWER MISSISSIPPI DELTA RESIDENTS

MANUSCRIPT." ProQuest. N.p., 4 Mar. 2009. Web. 21 Apr. 2013.

"Change Snacking Habits to Prevent Child Obesity." The Mississippi Link. N.p., 25 Apr. 2001.

Web. 21 Apr. 2013.

7. Materials and Budget

A.

All the materials needed for each event is owned by DTMSA. Everything has been donated through the years, and they use volunteers to set up and manage everything.

B.

Cat Cora= $15,000

$10,000 Cat Cora

$2,000 plane tickets

$1,500 airport pickup/delivery, hotel and extra expenses for her

$1,500 safety pillow just in case (emergency)

Marathon= $5,000

$2,500 Shay Carl Butler

$1,000 plane ticket

$1,500 airport pickup/delivery, hotel, and extra expenses

Total= $20,000

8. Assign Responsibilities/ Timetable

A.

Event 1:

Cat Cora will be booked in January. Phone calls to her agent will start December 1 of 2012. Debra Bragenberg will handle this.

Her plane tickets and car travel from the airport will be planned the day of her confirmation on January 30. Jessica Reed will do this.

Her agent will send any headshots of Cat Cora February 15.

Jessica Reed will go out and find complimentary photos to the headshots to use in any brochures, signs, or posters. By February

30 Jessica will have designed each of these items and emailed them to the printers.

The printers will have until March 30 to finish.

Allie West will hire the food venders March 15.The venders will be told to be on sight May 18 at 10 p.m. They will start cooking at 11 p.m.

March 20 Debra Bragenberg will call the people who hold all the equipment in storage and tell them everything needs to be dropped off in their traveling trailer on May 17 at 9 p.m.

Jessica will pick these up on April 1 and distribute them to the sponsors of the event. The night before the event the sponsors will bring the brochures by DTMSA for distribution at the event the next morning.

Volunteering for the event will open April 1 and they will all be emailed updates of the schedule. They will meet at the Farmers’

Market May 18 th at 7 a.m.

April 25 Cat Cora will send her recipes she has decided to cook for the event. Allie West will distribute these to the food vender with instructions only these foods can be cooked at the event.

May 1 the media kits will be sent out telling the media dates and times of arrival. Allie West will handle this.

Craig Helmuth will tell police, medics, and an insurance adjuster about the event May 1. The police, the medic, and insurance adjuster will be told when they need to arrive for the event.

Jessica and Debbie will go on the radio station promoting the event on May 15 and any other dates the radio stations want them that their schedules work out.

Cat Cora will be picked up from the airport at 5 p.m. May 17 and dropped off at her hotel by 5:20 p.m. Jessica will meet her at her hotel, ensure Cora is ok, and run through the show on a time table.

Debra will be on site at the equipment drop off at 9 p.m. to ensure everything that is needed is there.

Volunteers will meet in the morning of the event and will begin setting everything up in its proper places.

Jessica will be responsible on making sure they get to the volunteers who will be in charge of handing them out. She will arrive on site at 7 a.m.

Craig will arrive on site at 7 a.m. and will be organizing the volunteers. Jessica and him will ensure that everything is set up properly.

Media crews will be expected by 9 a.m. and they will set up their own things. Jessica will be on site to ensure the media is not in the way. Allie West will arrive on site at this time.

Debbie Bragenberg will be in contact with Cora and her driver to ensure they arrive on time. Debbie will go to the hotel at 10 a.m. to make sure Cora is ready. 10:30 Cora is in her car, the driver driving her to the event. Debbie will ride with Cora and they will run through the event one last time before the event starts.

The car arrives at 11 a.m. and Cora steps out followed by Debbie.

They walk onto the stage and the show begins.

The event ends at 1 p.m., Cora gets back in the car and is dropped off at the airport 20 minutes later

Debbie, Craig, Allie, and Jessica rally the volunteers and get all the equipment taken down and loaded back onto the trailer. Later that evening the storage people pick it up and take it back.

B.

Event 2

Shay Carl will be booked in February. Phone calls to his agent will start January 1 of 2012. Debra Bragenberg will handle this.

His plane tickets and car travel from the airport will be planned the day of his confirmation on February 30. Jessica Reed will do this.

His agent will send any headshots or photos by March 15.

Allie West will prepare the website for people to register online to run. This will be done by March 15

Jessica Reed will be calling local businesses every month up to the event trying to get more pledges.

Jessica Reed will go out and find complimentary photos to the headshots to use in any brochures, signs, or posters. By March 30

Jessica will have designed each of these items and emailed them to the printers.

The printers will have until April 30 to finish.

April 20 Debra Bragenberg will call the people who hold all the equipment in storage and tell them everything needs to be dropped off in their traveling trailer on June 28 at 9 p.m.

Jessica will pick the prints up on April 1 and distribute them to the sponsors of the event. She will also hang up any poster or signs this day as well. The night before the event the sponsors will bring the brochures by DTMSA for distribution at the event the next morning.

Volunteering for the event will open May 1 and they will all be emailed updates of the schedule. They will meet at the farmers market June 29 at 7 a.m.

June 1 the media will begin receiving press releases about this event. Jessica Reed will handle this.

Jessica and Debbie will go on the radio station promoting the event on June 12 and any other dates the radio stations want them that their schedules work out.

Craig Helmuth will tell police, medics, and an insurance adjuster about the event June 1. The police, the medic, and insurance adjuster will be told when they need to arrive for the event.

Shay Carl will be picked up from the airport at 5 p.m. June 28 and dropped off at his hotel by 5:20 p.m. Craig will meet him at the hotel, he will ensure Shay is ok, and run through the event on a time table.

Debra will be on site at the equipment drop off at 9 p.m. to ensure everything that is needed is there.


Allie West will arrive on site at 7 a.m. to ensure everything is being set up properly.

Craig will also arrive on site at 7 a.m. and will be organizing the volunteers. Allie and him will ensure that everything is set up properly.

Media crews will be expected by 8 a.m. and they will set up their own things. Jessica will be on site to ensure the media is not in the way.

Debbie Bragenberg will be in contact with Shay and his driver to ensure they arrive on time. Debbie will go to the hotel at 8 a.m. to make sure Shay is ready. 8:30 Shay is in the car, the driver driving him to the event. Debbie will ride with Shay and they will run through the event one last time before the event starts.

The car arrives at 8:55 a.m. and Shay steps out followed by Debbie.

They walk onto the stage and the show begins.

The event ends at 3 p.m., Shay gets back in the car and taken back to his hotel until 6 at which time he gets back in the car and is delivered to the airport 20 minutes later. (This slot is so he can get a shower, eat, and rehydrate.)


C.

Event 3

Craig will ensure we have Fair Park rented by June 1.

Craig will be calling business trying to find sponsors for this event starting June 1.

In April 1 Jessica will have gathered photos for this event and designed a rough draft of the posters and brochures for the event.

June 20 Jessica will send the finished copies of the posters and brochures to the printers.

June 30 Jessica will pick up the copies from the printers and she will distribute them to the sponsors stores over the next week

Allie West of the event will notify media July 1. This will be done through press releases. Don’t forget they still have things for this event in the media kit from before the first event.

Jessica and Debbie will go on the radio station promoting the event on

July 12 and any other dates the radio stations want them that their schedules work out.

Craig will have a schematic drawn up of where everyone will be situated at Fair Park by July 16.

July 8 Debra Bragenberg will call the people who hold all the equipment in storage and tell them everything needs to be dropped off in their traveling trailer on July 19 at 6 p.m.

Volunteering for the event will open July 1 and they will all be emailed updates of the schedule. They will meet at the farmers market July 20 at 9 a.m.

Craig Helmuth will tell police, medics, and an insurance adjuster about the event July 1. The police, the medic, and insurance adjuster will be told when they need to arrive for the event.

Craig will email the final copy of the place formats to all the cooking entries on July 18.

Debra and Craig will be on site at the equipment drop off at 6 p.m. to ensure everything that is needed is there.

People who will be cooking can also begin arriving and setting up at 6 p.m. July 19. Craig will be on hand to ensure everyone is put in the right spots.


Allie West will arrive on site at 9 a.m. to ensure everything is being set up properly.

Craig will also arrive on site at 9 a.m. and will be organizing the volunteers. Allie and him will ensure that everything is set up properly.

Media crews will be expected by 10 a.m. and they will set up their own things. Jessica will be on site to ensure the media is not in the way.

The registration booth should be set up by 10 a.m. and all the people signed up to cook and go to the registration booth. Here they will sign in and be given the total amount of ingredients they can use in the cook off.

The event begins at 11 a.m. with Debbie giving a speech about eating healthy and explaining the rules to everyone.


9. Evaluation

A.

Focus Groups: We will have several of these and to entice people in we will put peoples names into a drawing for downtown dollars. The focus groups will be for two different target markets. One focus group will be specifically about parents. In this focus group we will ask question like did this campaign help you make better meals for your child. We could use their answers to help gauge the strengths and weaknesses of the campaigns effectiveness in that area. The other target market would be people who want to live a healthier lifestyle. We can get these people and ask them if the campaign educated them in any ways and we can use their answers to gauge how effective the campaign was for them.

B.

Survey

1.

Have you been to the Farmers’ Market this year?

2.

Did you hear about the Get Active Tupelo campaign?

3.

How effective would you rate the campaign? 1 being poor and 5 being very good.

4.

Which events for the campaign did you attend? (Check boxes)

5.

Which event was your favorite and why? (Check box with explanation box)

6.

In what ways did the campaign affect your life in any way? (Check boxes)= educated me on eating, taught me new recipes, got me more active, educated me on the health facts of Mississippi.

7.

Was the advertising for the campaign effective? 1 being no and 5 being very effective

8.

Was the advertising for the events effective? 1 being no and 5 being very effective

9.

How often did you go to the Farmers Market per month?

10.

What could be done to improve the campaign?

11.

What could be done to improve the events?

12.

What would you like to see happen next time?

C.

We will look at the revenue of the Farmers’ Market at the end of the year and compare it to previous years. If it is higher the campaign has been successful.

We can also check the number of hits we have received on our website http//: www.getactivetupelo.com.

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