Press Play
The University of Tampa Music Department
Ta b l e o f
Contents
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Executive Summary
Campaign Team
Research
Background
Client
Situation Analysis/ Problem Summary
Industry
Key Publics and Messages
Market and Public Profiles
Opinion Leaders
Core Problem
SWOT Analysis
Campaign Theme
Evaluation
Campaign Goals, Objectives, Strategies and Tactics Overview
Strategies and Tactics: Sub Public: Families
Strategies and Tactics: Sub Public: Retirees
Strategies and Tactics: Sub Public: Young Professionals
Print Materials for All Publics
Overview and Summary of Calendar, Budget and CCT
Calendar
Marketing Budget Plan
Communication Confirmation Table
Press Release
Radio Spot
Internet, Blog and Social Media Tactics
Social Networking Web Site Worksheets
Staged Event: Plant Park Jazz Festival
Fact Sheet
Media Advisory
Promotional Items
Plant Park Jazz Festival Budget
Executive
S um m a ry
Our campaign, “Press Play” focuses on getting a go-to reaction from the public such
as attendance. We strived to create a campaign theme that also encompasses that initial
action.
“Press Play” was designed to intrigue the audience in more ways than one and create
a response, which can be evaluated through increased performance attendance. “Press Play”
is catchy and current yet possesses enough character and versatility that it could be used for
years to come.
We attended various local music events and researched the local community. We
found that the local community is made up of a range of publics, but most enjoy similar
forms of entertainment.
Focus Points:
There are many strategies and tactics we are proposing in order to accomplish
our goal to increase awareness by 40 percent and raise attendance by 20 percent at The
University of Tampa Music Department events.
• Dispersing monthly calendars, visiting local businesses, and e-mail blasts are a few ways
The University of Tampa Music Department can attract members of the local community.
• We found that it would be beneficial to focus on three publics that represent a strong
foundation of the Tampa community: retirees, families with children, and young
professionals.
• We chose to focus on one event that involves all of our key publics. The Plant Park
Jazz Festival will take place on December 2, 2010 in Plant Park. The event will feature
performances by UT’s Jazz Ensemble as well as local musicians.
By integrating the proposed ideas, we believe our goals of raising awareness and
attendance will be attainable. The local community will be well informed and more inclined
to visit The University of Tampa for a Music Department sponsored event.
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Campaign
Team
Laura Mayes
Account Executive
Jessica Brightham
Special Events Director
Sara Haun
Art Director
Lisa Silver
Media Relations Specialist
Lauren Hillsgrove
Research & Development Coordinator
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Research
Research
The University of Tampa Music Department presents an assortment of musical entertainment
every year, providing something for everyone. In recent years, The University of Tampa Music
Department has strived to increase its event attendance rates by featuring different styles of music in event
performances and through the use of different venues. Due to the fact that their targeted audience is
usually in the dark when it comes to event details, attendance numbers remain low. Although a budget is
in place, more promotion would spread awareness and promote events similar to other music venues in
Tampa.
The main purpose of this campaign is to increase the awareness and attendance of the local
community at The University of Tampa Music Department events. In order for members of the local
community to be able to attend, they must be informed of the dates and times prior to these events.
Primary Research
• Ethnographic Research from two Hyde Park Music Series events.
• Interview with Susan E. Martin, Property Manager of Hyde Park Village.
Ethnographic Research from Hyde Park Music Festival
• Mixture of families and young professionals depending on the sponsor and type of band.
• Younger target audience, still very family oriented.
• Younger crowd tended to show up a bit later.
• Food and drinks throughout the venue, but none of it was free.
• New sponsor for every event.
• Weather plays a part on the number of people and how long they stay.
Quotes from Susan: *
“Email blasts: people sign up on the Web site to receive the e-mail blasts. It’s easy to use
and can reach a large amount of people. It’s a friendly reminder for those who don’t use
Facebook or Twitter.”
What demographic(s) do you market to? “25-35 single young professionals enjoy
the music. Families and the elderly prefer the general atmosphere of the village”
* NOTE THESE ARE NOT DIRECT QUOTES
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Secondary Research
• Demographic statistics from The Greater Tampa Chamber of Commerce:
-Population
-Income
-Age Breakdown
-Diversity
-College Graduates
-Households
-Median Age
-Household Income Breakdown
-Five Year Population Projection
-Total Businesses
• History of The University of Tampa Music Department and local industries.
Background
The University of Tampa Music Department has attempted to self-promote its
events in the past with only finding little success and smaller than hoped for audiences.
The goal has been to attract a larger and more stable audience through marketing
to Tampa residents and tourists. Some tactics that have seen results are with global
e-mails. These e-mails not only act as informational pieces, but they also serve as small
reminders leading up to the event. Additionally, placing posters around campus
creates attention towards a Music Department sponsored event. With the help of a better
design and more placement locations, those posters could directly increase attendance
numbers. Lastly, The University of Tampa Music Department has collaborated with the
university’s student-run newspaper, The Minaret, to write pre-event articles promoting
various performances throughout the school year.
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Client
Located in the Ferman Music Center, The University of Tampa Music
Department is an accredited member of the National Association of Schools of Music.
The Music Department prides itself on its ability to offer students versatility, and the
option to participate in numerous subdepartments simultaneously, exploring a multitude
of creative outlets.
The Music Department offers more than 80 performances each year many that
are often at no cost to the University community as well as the Tampa community.
Concerts and events range from classical symphonies to more contemporary guitar
or jazz ensembles. Student and faculty performances are supplemented with festivals
featuring emerging world-class professional musicians and composers. The University
of Tampa Music Department reaches across many genres to accommodate all tastes. In
addition to guest composers and Holiday concerts, the Music Department also offers
numerous events hosted by student and faculty bands and choirs.
Situation Analysis/
Problem Summary
Each year, The University of Tampa Music Department hosts a variety of music-based
events that are open to the public and often free of charge. Students and faculty are notified via
the Web site, but those outside the UT family know little about the events or when they take
place. Because Tampa’s local community is large and diverse, it is difficult to reach out to key
publics and varied demographic profiles, creating a definite lack of awareness.
There are many opportunities for improvement of The University of Tampa Music
Department sponsored events. One of the main aspects of this campaign is to increase
promotion and marketing of UT Music events to the local community. Reaching members
of the local community would allow the UT Music Department to develop a core audience at
each event.
With the improvement of things such as campus parking, the Web site, and
marketing, The University of Tampa Music Department would be able to
raise awareness and attendance to events.
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Industry
This section covers two colleges in Florida with similar music programs and its
current promotion efforts, as well as two programs from Massachusetts that were ranked
among the top liberal arts schools in the country. We took into consideration what each
institution offers, the facilities available along with their most successful annual events.
We also examined a popular classical radio station and its Web site offerings in the Tampa
area.
Florida Southern College
Florida Southern College offers everything from one-on-one lessons
to comprehensive classroom courses. They offer hands-on experience where
students, musicians and faculty work closely together gaining experience and
knowledge.
Every year the college puts on the Festival of Fine Arts, where
performances range from student to professional musicians. Turnout ranges
from 500 to sold out (1,800) depending on the reputation of the artist. Students
show up to all events but in varying numbers. Since the FFA is in its 50th year,
the community is very aware of the program. The event is promoted to the local
community and students through the Florida Fine Arts brochure, newspaper
articles and advertisements, and on the Web site.
Diagrams of the facilities are located on the Web site, as well as ticket
prices. Prices range from $165.00 to $225.00. Students attend for free. Also
located on the Web site are instructions for purchasing tickets. Additionally,
there is a parking map on the Web site, which alleviates confusion.
The schedule of events is available in PDF format to print off from the
Web site that provides the date/time, locations, titles, a description and the price
of single admission.
Williams College
Located in Williamstown, Mass., Williams College was also
named among the top liberal arts schools in the country. The Williams
College Music Department prides itself in accepting some of the best
young musicians to become music majors.
Several facilities are used by the music department at
Williams College for everything from student recitals to classroom.
These facilities include: Chapin Hall, Bernhard Music Center,
Thompson Memorial Chapel, Presser Recital Hall, Brooks-Rogers
Recital Hall, and Shainman Rehearsal Hall.
The Music Department’s upcoming performances can
be found on the Williams College Music Web site under the
Performances tab labeled Calendar of Events. The page includes
a full monthly calendar complete with performance names,
descriptions, dates and time. The calendar also allows one to
customize how they prefer to view the page setup, in calendar form or
list set up.
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Eckerd College
Industry
Eckerd College encourages all students to participate in the music program
whether they are an amateur or trained musician. Performance ensembles are open
to any major at the university. Classrooms and listening labs hold more than 2,000
recordings, and are outfitted with audio equipment and computers.
Due to financial constraints, Eckerd College cannot hold as many weekend
recitals as they would like, but what they have is still promoted by individuals and the
Office of Communications. PSAs are sent to WUSF-FM. Upcoming events are also
posted at the guard’s gate at the entrance to the college.
E-mail blasts, online calendars, fliers, and on-campus television ads are used to
promote events. The most effective means of on-campus publicity is a weekly calendar
located inside bathroom stalls called “The Flush”.
Student attendance overall is not strong. If they are not required to attend, they
typically do not. Students in the program are required to attend 16 events in order to
graduate. Most performances include faculty and guest recitals and performances by
student ensembles as well as senior recitals.
WUSF 89.7 FM
The WUSF Public Broadcasting Station is located at and licensed to
the University of South Florida in Tampa, Fla., and broadcasts to listeners in
cities located in west central Florida. The station is known for its local and
national news reporting, educational programs, coverage of the local arts,
entertainment and culture, but most importantly, the classical, jazz and blues
music they play. Many listeners consider 89.7 to be a dependable and credible source of information.
The WUSF Web site has extras for those visiting the Events Calendar page. An easy-to-use legend is
available to help steer visitors in the right direction. WUSF Web site visitors are also able to submit a public event
to the Event Calendar. Simply click Submit a New Event, and fill in the General Event Information and upon
approval by the station, the event is posted for the specified date and times.
Amherst College
The Amherst College Music Department strives to support all music styles as well as
experienced music students and beginners.
Facilities located on the Amherst College campus include the Arms Music Center,
which is the primary music building that holds classrooms, faculty offices and practice
performance rooms. The Buckley Recital Hall is another music facility where rehearsals,
recitals, concerts and music performances are held. Students and faculty members are allowed
to request a date and schedule an event in this hall.
Upcoming events are listed on the Event Calendar under Events on the Web site.
Events are usually free admission unless otherwise specified.
Faultlines: Mapping Jazz in the 21st Century is a year long festival that features
contemporary artists and experimentalism in jazz. This is Amherst College’s most
popular festival, which includes various workshops, lectures, panel discussions and
concerts with a strong emphasis on student-artist interaction. The festival, which
had its start in 2008, is open to the public and is free.
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Key Publics
and Messages
We divided the Tampa population into the following three groups in order to gauge their opinions and
feelings toward The University of Tampa Music Department respectively. We chose families, retirees and
young professionals because they exemplify the local community on all fronts. From these publics we can
easily identify what kinds of things will be of interest to them and how they prefer to receive information.
This will allow The University of Tampa Music Department to efficiently target its publics appropriately.
Key Public: Families
Families play a vital role in the community and their visible support is
valuable to our program. Many family members are involved in the community
because of their children, and one or more parent works. All materials and
coordination of events will be provided by the The University of Tampa Music
Department. Their attendance is welcomed and seen as a commitment to the
community.
Thank you letters will be distributed to recent attendees. Promotional
invitations will be sent through direct mail packages. These packages will
include a parking map, a newsletter, and a calendar of upcoming events.
Key Public: Retirees
Retirees have a wealth of experience and knowledge of the
community, and their attendance is welcomed at all events. They are
respected in and concerned with the welfare of the community.
Each resident coordinator of the participating retirement communities
will be provided with a calendar of events. Management of the retirement
homes will be provided with signage and promotional materials at various
locations, and in-house UT music performances will be scheduled.
Key Public: Young Professionals
Young professionals assume a high reputation in the
community due to their financial success. They show an interest
in community events and are welcomed to attend any UT Music
sponsored event.
Promotional e-invitations, monthly newsletter and calendar
will be sent with e-mail blasts. Social media will be the main
communication method via messages, event invites, updates and
information. Business managers will be contacted to distribute
fliers in break rooms.
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Market &
Public Profiles
Here is an in-depth look into the lives of each key public. This will provide The
University of Tampa Music Department with a better understanding of whom its potential
audience is and how they can better accommodate each public’s needs.
Families
Tampa’s community is full of diverse families: from young couples embarking on a
new future to older parents experiencing “empty-nest syndrome.” With the current economic
condition many families are rethinking the idea of fun and entertainment. They want to spend
more time together doing less expensive activities. With family-related musical performances,
such as Holiday concerts or Jazz Festivals in Plant Park, The University of Tampa Music
Department could attract families to events and thus help develop its audience base.
Having just moved here from Central
America, the Lopez family wished to provide
a better education and more enriching life for
their seven-year-old son. This family is diverse
in ages ranging from seven (the youngest son
of four) to 81, the grandfather. They enjoy
outdoor activities that they can do as a family
including boating, live music concerts, and
sporting events. The father is self-employed
and his wife is a stay-at-home mom.
Retirees
With the best the Sunshine State has to
offer: mild winters, sunny shores, and a vast
array of recreational activities, it is no surprise
that retirees love Florida, specifically the Tampa
area. Whether they are looking for the right
location to settle in or a great place to enjoy the
golden years--retirees will find it in Tampa.
Meet Mr. and Mrs. Johnson. Their children are grown with families of
their own and all live in different states leaving this elderly couple with plenty
of leisurely time to enjoy their hobbies. Recent residents of Tampa, they enjoy
long afternoons at the beach followed by events featuring local talent of the arts.
Because they are still new to the area, their knowledge of different venues is
limited.
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Market &
Public Profiles
Young Professionals
The University of Tampa is located in downtown Tampa, which is bustling with young professionals all coming into their own while trying to make ends meet. They work hard during their nine to
five jobs and then search for an outlet of relaxation during the nights and weekends. While starting out in
their new careers budgets can be tight for these young professionals. The Music Department understands
that and is proud to offer numerous free events that are open to the community.
With music being a common characteristic among the young professionals, as well as the close
location, The University of Tampa Music Department has a large opportunity to work with.
Christina Kemp is a 30-something that
spends her days working at a marketing firm in
downtown Tampa and her nights and weekends
exploring the SoHo nightlife scene, mainly enjoying
live music. As a young professional, Christina has
goals and aspirations for her career but likes to relax
with an upbeat crowd. She lives with a roommate in
a south Tampa apartment and enjoys the single life.
Chris Cornerolli is a young,
single professional. He is 30 years old
and works for State Farm Insurance
Agency. On the weekends, Cornerolli
attends local music festivals and plays
baseball with his friends from work.
With more knowledge of each key public’s lifestyle we were able
to analyze the effectiveness of different strategies and tactics. We were able
to answer the following questions: How do they receive information? What
publications are they reading? Do they have a publication? Should we create
one? What do we want them to do, feel and believe? All of these questions are
answered in our Goals, Objectives, Strategies and Tactics section.
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Opinion Leaders
An opinion leader is an individual whose ideas serve as a model to others. It is essential
for The University of Tampa Music Department to network to certain option leaders to
drive the marketing of the program.
Susan E. Martin
Susan Martin is the property manager of Hyde Park Village. Martin is in charge of organizing
the Hyde Park Live Music Series including sponsors that have booths at the festivals. The University of Tampa Music Department should contact Martin to have a booth set up at the Live
Music Series to advertise the upcoming music events to the local community. The
performers include a wide range of artists. The University of Tampa Music Department will
have the opportunity to reach out to all three key publics: families, retirees, and young professionals.
Phone: 813-254-6210
E-mail: smartin@vno.com
Marty Galloway
Marty Galloway is the marketing coordinator for the Tampa Bay Times. Galloway is
constantly seeking departments and companies to sponsor. The University of Tampa can put
an advertisement in the newspaper. For an advertisement rate sheet, see Appendix B. Since a
diverse group of publics read and access the newspaper, having an advertisement in the paper
would be a great opportunity to reach out to the local community. If The University of Tampa
Music Department makes contact with Galloway, then the department can send them an advertisement to promote The University of Tampa Music Department. As a result, local awareness
will be established, this can increase the number of people that attend the events.
Phone: 727-893-8086
E-mail: marti@tampabay.com
Colleen Chappell
Colleen Chappell is the head of Media Production at Chappell Roberts. Chappell Roberts
is a local Public Relations Marketing Firm located in Ybor City. Colleen Chappell helps
drive media results for clients through branding, networking, advertising and public
relations. Chappell Roberts would be able to provide the University of Tampa’s Music
Department with ideas and networking to the proper contacts for branding and advertising. The
University of Tampa Music Department can contact Colleen Chappell and arrange a
meeting. At the meeting The University of Tampa Music Department can discuss how
they want to advertise for the concerts and help spread the word of the programs and
events that they hold. Chappell Roberts can put the events of the University of Tampa
Music Department out into the public through the connections they
developed with the local media.
Phone: 813-281-0088
E-mail: CChappell@ChappellRoberts.com
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Core Opportunity
More promotion throughout the local community will raise awareness and increase
attendance at The University of Tampa Music Department sponsored events.
SWOT Analysis
Strengths
Unused budget
Free admission
Good music
Bring in good performances
Good location
Diversity in programs
Culture, history
Convenient
Scholarships
Financial support
Beautiful environment
Partnerships
Weaknesses
Parking
Web site
Types of music
No marketing
Directional challenges
Partnerships
Not having captive audience
Opportunities
Threats
Plant Park Concert
Marketing
Types of music
Fresh faces
Open budget
Student employees
Department talent
Free advertising on campus
Partnerships
Developing relationships with performers
Future music students
Retirement communities
Parking
Types of music
Surrounding competition
University with marching bands
Web site not user friendly
Retirement communities
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Action
Planning
and
Programming
Campaign
Theme
The University of Tampa Music Department needed a comprehensive theme in order to
market the department’s events. Thus, a theme was created to increase recognition amongst the
music department’s publics. The motif “Press Play” visualizes the idea of pressing a play button
on a music player. When music begins to come out of the speakers it symbolizes the growth of
the music department’s future just as the volume elevates when a song begins.
Visually, the campaign relates to growth and expansion. The play button reflects the
actions that will be put forth for the campaign. The tree is used to show the future growth that
The University of Tampa Music Department will receive after the plan has been implemented.
The tree is growing and expanding with music notes that relate to the sounds of life. The colors
used are simple and spirited to stay connected with The University of Tampa school colors.
When developing the campaign theme, we wanted to create an idea that would have
the ability to appeal to not only our selected key publics, but to all of The University of Tampa
Music Department’s target audiences.
“Press Play” was designed to intrigue the audience in more ways than one and to
create a response that could be evaluated through increased performance attendance. The impact
is aimed at the expansion of the music events. As a result, the program can develop a consistent
audience for all events and aid the different music programs to grow. “Press Play” is catchy and
current, yet possesses enough character and versatility that it could be used for years to come.
Press Play
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Evaluation
Evaluation is an ongoing process that is essential to continually review all specific
elements. The evaluation is vital to discover which parts of the campaign were successful
and which were not. It also helps determine what the current situation is once the campaign
is put into motion. The evaluation process is the ‘added value’ and is something that should
not be neglected.
1. Record attendance at each event throughout the year. This will help track attendance
records and distinguish which events have a larger turnout than others.
2. Distribute a short questionnaire at each event in the program. Questions will be in reference
to suggested genres for the future, parking, time of the event, e-mail addresses, and overall
opinion. This will measure if there has been an increase in attendance, and help to strengthen
attendance in the future, as well as added e-mail addresses for e-mail blasts.
3. A separate questionnaire will be administered to the Tampa community as a
whole in a public venue at the start of the academic year and at the conclusion of
the academic year to see if the objectives of increasing awareness were effective.
For full size survey see Appendix A.
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Campaign
Goals, Objectives,
Strategies & tactics
The campaign goals, objectives, strategies and tactics are separated into the three key publics and
will allow The University of Tampa Music Department to analyze and focus on the entities within the local
community. When implemented, the music department will have a stable audience base, media and networking
connections and a traditional event that the local community can look forward to attending for years to come.
Goal
Establish a stable audience base at The University of Tampa Music Department events.
Objectives
1. Increase attendance at The University of Tampa Music Department by 20%.
2. Raise awareness of The University of Tampa Music Department within a clearly identified
target market by 40%.
Preview
Sub Public: Families
Strategy 1.0
• Welcome Tampa families to be a frequent attendee at music events.
Strategy 1.1
• Gain attendance to music events from local community members.
• Inform families how to locate the music venues.
Sub Public: Retirees
Strategy 2.0
• Supply all appropriate information concerning all aspects of The University of Tampa Music Department events.
Sub Public: Young Professionals
Strategy 3.0
• Develop awareness through various social media outlets.
• Encourage attendance of Tampa area through local professional organizations
and service clubs.
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Sub Public: Families
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Sub Public: Families
STRATEGIES:
Welcome Tampa families to be a frequent attendee at music events.
TACTICS:
• Distribute thank you postcard to recent attendees.
- Create a thank you postcard.
- Print postcard.
- Send out thank you postcard via post or electronically by PDF.
Thank You Postcard
Dimension
of thank you
postcard:
4.25” x 6”
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Sub Public: Families
STRATEGIES:
• Gain attendance to music events from local community members.
• Inform families how to locate the music venues.
TACTICS:
• Send promotional invitations through direct mail packages.
- Create direct mail package.
- Get package approved.
• Include parking map with newsletters.
- Create parking map and newsletter.
- Get parking map and newsletter approved.
- Print parking map and newsletter or distribute via e-mail blasts.
- Insert parking map and newsletter into direct mail packages.
Envelope
Legal Size #10
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Sub Public: Families
Newsletter
For full size preview see Appendix B.
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Sub Public: Retirees
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Sub Public: Retirees
STRATEGIES:
• Supply all appropriate information concerning all aspects of The University of Tampa Music Department events.
TACTICS:
• Provide the resident coordinator from the participating retirement communities with a calendar of events.
- Create a calendar.
- Order and print calendar.
- Disburse calendar.
• Provide the resident coordinator at participating retirement communities with
signage and promotional materials.
- Create sign.
- Get sign approved.
- Order and print sign.
- Distribute sign.
- Order supplies for promotional materials.
- Disburse promotional materials.
• Have an in-house performance to motivate members to attend UT Music
performances.
- Organize who will perform at the event.
- Meet with the event director at the retirement community and determine the date of the performance.
- Plan the event.
- Promote the event and future UT Music performances.
Calendar
of Events
For full size preview
see Appendix B.
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Sub Public: Retirees
Flier
The University of Tampa
Music Department
Plant Park Jazz Festival
When? December 2, 2010
6 p.m. to 10 p.m.
Where? Plant Park
Admission: Free
Make a donation at the entrance
and enjoy food and drinks all night
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Sub Public: Young Professionals
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Sub Public: Young Professionals
STRATEGIES:
• Develop awareness through various social media outlets.
TACTICS:
• Use social media as the main communication method via messages, event invites, updates and Tweets.
- Create a Facebook and Twitter account.
- Friend request young professionals in the surrounding area.
- Update Facebook and Twitter account pages and statuses at a minimum of biweekly.
• Send promotional e-invitations through e-mail blasts.
- Write e-mail blasts.
- Send e-mail blasts to people on list.
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Sub Public: Young Professionals
E-mail Blast
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Sub Public: Young Professionals
STRATEGIES:
• Encourage attendance of Tampa residents through local professional
organizations and service clubs.
TACTICS:
• Contact business managers to distribute club cards in break rooms.
- Create club card.
- E-mail business managers and ask for approval to distribute
club card.
- Send club cards to approved businesses.
Club Card
Dimension of Club Card: 5” x 7”
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Print Materials
The following section contains printed materials to be used for promotional purposes. Each
item can be used for every key public, therefore, this section is not divided by publics.
Promotional Materials:
-Postcard invite to Plant Park Jazz Festival
-Brochure detailing the UT Music sponsored events
-Poster invite to Plant Park Jazz Festival
-Billboard advertisement for Plant Park Jazz Festival
-E-mail Blast for UT Music Events
-Parking map for all UT Music Events
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Invitations
THE UNIVERSITY OF TAMPA
Music Department
401 W. Kennedy Blvd
Tampa, FL 33606
Patty Lin
271 Cedar Swap Road
Tampa, FL 33606-1490
You are Cordially Invited to Attend
Plant Park Jazz Festival
Thursday, Dec 2
from 6-10 p.m.
Plant Park
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Brochure
Fac u lt y
Dr. Bradford Blackburn is a composer and
specializes in music technology.
Dr. David Clark is a published composer
and the director of all the choral and
vocal activities.
Dr. Hein Jung specializes in opera and art
songs. Jung teaches voice.
Dr. Libor Ondras is the UT Orchestra
conductor.
Dr. Jeffery Traster is the conductor of
the Wind Ensemble and Spartan Band.
Traster is the director of bands.
Dr. Grigorios Zamparas is the head of
piano studies at the University of Tampa.
Several University of Tampa
faculty are members of
The Florida Orchestra.
All professionals are
professional musicians.
The University of Tampa
401 W Kennedy Blvd
Tampa, FL 33606
http://www.ut.edu/music
Music
Department
THE UNIVERSITY
Of
The University of Tampaʼs Music
Department prepares students for a
career in teaching and performing
music. Prospective students are
required to audition to join the music
program. For inquiries and additional
information please e-mail music@ut.edu.
Bachelor of Music in Performance
Bachelor of Arts in Music
Bachelor of Music in Music
Education
Bachelor of Arts in Performing
Arts (Musical Theater)
Bachelor of Arts in Electronic
Media Art and Technology
Ferman
Mu s i c
Center
Located in the Ferman
Music Center, The University
of Tampa Music Department
is an accredited member
of the National Association
of Schools of Music. The
Ferman Music Center is
equipped with “smart”
classrooms, technology
labs, recording equipment,
faculty studios and large
rehearsal rooms.
Performance
Degrees
TAMPA
O p p o rt u n i t i e s
Chamber ensembles
Collegiate Chorale
Orchestra
OPUS
Wind Ensemble
Spartan Band
Tampa Oratorio Singers
Jazz Ensemble
Performance Class
Womenʼs Glee Club
Performance
Ve n u e s
The performance venues for
the University of Tampaʼs
Music Department include
the Plant Hall Ballroom, Grand
Salon, Falk Theatre, Reeves
Theatre and Sykes Chapel.
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Poster
You are Cordially Invited to Attend
Plant Park Jazz Festival
Thursday, Dec. 2
6-10 p.m.
Plant Park
THE UNIVERSITY OF TAMPA
Music Department
For more information visit www.ut.edu/music
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Billboard
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Parking Map
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Overview and
Summary
Calendar
The following calendar provides a detailed overview of each key public’s strategies and tactics and the
time frame by which they should be completed. Each individual tactic has its own description with a start and
end date that follows a regular school year. All included tasks work toward the campaign’s ultimate goal of
establishing a stable audience base at the University of Tampa Music Department events.
Budget
The proposed budget consists of the divided UT Music Department budget as applied to each key
public’s strategies and tactics. Each tactic includes the cost per item, cost of total project, sponsored credits (if
any) and the actual total cost per sub public. Miscellaneous expenses are also included towards the grand total
of the campaign’s intended cost.
Communication
Confirmation Table
The following table focuses on the three key publics and related information for each. This
was used as a starting point when selecting the campaign’s sub publics. The table outlines the specific informational components needed to accurately target each public including: primary messages,
objectives, strategies and tactics.
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Media
Relations
Press Release
PRESS RELEASE
For Information Contact:
Dr. Jeffrey L. Traster,
Chair/Professor, Music; Director of Bands
813-257-3527 or jtraster@ut.edu
or
Sample Student
813-555-1234
sample student@ut.edu
FOR IMMEDIATE RELEASE
November 25, 2010
“LOCAL BANDS AND UNIVERSITY COLLABORATE
FOR ANNUAL FUND AT JAZZ FESTIVAL”
TAMPA, FL – Thursday, Dec. 2, at 6 p.m., the first ever Plant Park Jazz Festival will
take place at The University of Tampa.
Dr. Jeffrey Traster, the director of Music and also a professor at The University of
Tampa, said “A local concert like this one is a true rarity, and it doesn’t cost anything.
We are so excited to be starting a new tradition”.
Purchase a ticket for $5 to be entered into the grand prize drawing. All proceeds will
benefit the UT Annual Fund.
This free, all ages festival is about relaxing and enjoying music that you wouldn’t
typically hear. The UT Jazz Ensemble is a band of saxophones, trumpets, trombones
and rhythm section that plays music from traditional swing charts to contemporary
jazz, and will play with select vocalists.
Concertgoers will experience an ambiance from the holiday lights hung in the trees
of Plant Park.
“The lights just set the mood for a perfect evening,” says Dr. Jeffrey Traster.
Admission to the music festival is free. Drawing tickets can be purchased at the
event. The university is located at 401 W. Kennedy Blvd., Tampa, Fla. For more
information please visit www.ut.edu/music or call 813-257-3527.
###
The University of Tampa Music Department offers something for every one by
sponsoring more than 80 public performances each year that are lead by students and
world-renowned musicians. For more information on the different bands and ensembles
visit www.ut.edu/music.
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Radio Spot
Radio Spot Format: Young Professionals
Plant Park Jazz Festival
30 seconds
Announcer:
Want to know what all the cool kids are doing this Thursday? (PAUSE)
They're all going to the Plant Park Jazz Festival, sponsored by The University of Tampa Music Department. That's right--a FREE jazz festival, where
The University of Tampa students and local musicians will be performing. Join other Tampa locals for a night of food, drinks, music, and fun in Plant Park. Don't forget to check out the Plant Park Jazz Festival on December second at The University of Tampa from six P.M. to ten P.M. See you there!
Radio Spot Format: Retirees
Plant Park Jazz Festival
30 seconds
Announcer (older man):
When was the last time you enjoyed a night of drinks, food, and music for free? (PAUSE) The University of Tampa Music Department is sponsoring their first ever Plant Park Jazz Festival. Join other locals and listen to The University of Tampa students and other local artists perform. Don't forget to check out the Plant Park Jazz Festival
on December second at The University of Tampa from six P.M. to
ten P.M. (PAUSE) Remember, admission is free, so don't hesitate to bring friends!
Radio Spot Format: Families
Plant Park Jazz Festival
30 seconds
30-yr old woman:
Want to start your weekend early? (PAUSE) Join other
locals at The University of Tampa's Plant Park for the
first-ever jazz festival. The University of Tampa Music
Department is sponsoring the event where students and
local musicians will be performing. Admission is free;
so make sure to bring the whole family! Enjoy a night of
food, drinks, music, and fun in Plant Park. Don't forget
to check out the Plant Park Jazz Festival on December
second from six P.M. to ten P.M. See you there!
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Social
Media
Internet,
Blog & Social
Media Tactics
The Internet is an effective way to increase awareness of The University of
Tampa Music Department events within the local Tampa community. People are
very willing to use the Internet because it has become readily available, not only
on computers, but on cell phones as well. Therefore, we have found that one of the
best ways to inform the local community of The University of Tampa music events
is through the Internet. Different tactics such as creating social networking pages,
posting events on Tampa Bay Online (tbo.com), and blogging raise awareness of the
The University of Tampa Music Department within the local community.
Twitter and Facebook pages can provide a constant reminder of upcoming The
University of Tampa Music Department events. A UT student should be put in charge
of maintaining the social networking sites for the department. A “tweet”, a post on
the Twitter account, should be posted daily so that every person who follows the The
University of Tampa Music Department on Twitter is reminded of any upcoming
events. Invitations to each event can be sent out from The University of Tampa Music
Department Facebook fan page. These invitations inform the recipients of the exact
details of each event. Although it is not necessary to RSVP to these events, Facebook
invitations serve as another quick reminder.
A calendar of events can be posted on Tampa Bay Online (tbo.com) for free.
Tbo.com is one of the largest online news outlets for the Tampa area. It is essential
to make the calendar easily accessible to the local community, and tbo.com is a great
resource.
Visittampabay.com is a guide, which features different events throughout the
Tampa area. A The University of Tampa Music Department blog can be posted on
visittampabay.com. This blog would allow Tampa locals to discuss any UT Music
events they have attended. A blog would also serve as a reminder for any future The
University of Tampa Music Department events.
The upkeep of all The University of Tampa Music Department social media
sites is imperative. Without daily maintenance, these sites will lose value in the eyes
of the public. Therefore, we highly recommend that a the UT Music department hire
a UT student to update each site.
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Social
Networking
Web site
Worksheets
How to Create a
Facebook Account:
• Go to “http://www.facebook.com” and fill in the information under “Sign Up.”
• After the information is filled out on the first page, click “Sign Up”
• Continue to fill out the required account information. Upload a picture of the The University of Tampa Music Department logo as your profile picture.
• Create a note that has a list of every UT Music Event.
• Update the status weekly—state the name of the upcoming event with the date, time,
and place.
• Create a Facebook event for every UT Music performance—the Facebook events
allow you to send invitations out to every Facebook “friend” as a reminder of the details of the event.
How to Create a
Twitter Account:
•
•
•
•
Go to “http://www.twitter.com” and click “Sign up now.”
Enter all of the required information under the “Sign Up” page.
Upload a picture of the UT Music Department logo for your home page picture.
Update your account by “tweeting” the upcoming UT Music events—these “tweets” will serve as event reminders to all your followers.
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Event
Staged Event
Plant Park Jazz Festival
Event Type: Outdoor Music Festival
•
We recommend The University of Tampa Music Department hold a
jazz festival in Plant Park. UT’s Jazz Ensemble Band will perform alongside local professional jazz musicians.
•
•
•
•
•
•
•
•
•
We propose to hold this event as a semester-end celebration and evaluation of the Music Department’s efforts in raising awareness and attendance at their events.
•
Budget:
-$5,000
-Projected expenses of $3,450, leaving a balance of $1,550.
-The budget can be found in Appendix B.
When: December 2, 2010 from 6 P.M. to 10 P.M.
Where: Plant Park.
-In case of inclement weather, the performances will be moved to
Fletcher Lounge in Plant Hall. Both venues are wheelchair accessible.
Event equipment: Media services will be contacted five months in advance to schedule the necessary lighting, speakers, microphones and stages needed.
Food: Sodexho will be catering the event.
Admission: free
Donations are accepted for food and refreshments catered by Sodexho.
Publicity:
Campus newspaper, The Minaret
Tampa Bay Times (TBT)
Local business in the Tampa area.
Volunteers:
-Music students who are not performing will be on hand to assist with any tasks that arise before or during the event.
-After the event, the student volunteers will help clean up any remaining effects left behind by event patrons.
-Sodexho and media services include a clean up as part of their services.
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Fact Sheet
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Media Advisory
For Information Contact:
Dr. Jeffrey L. Traster,
Chair/Professor, Music; Director of Bands
813-257-3527 or jtraster@ut.edu
or
Sample Student
813-555-1234
samplestudent@ut.edu
MEDIA ADVISORY
FOR IMMEDIATE RELEASE
Dec. 1, 2010
“Sit Under the Stars During
the Plant Park Jazz Festival”
WHAT:
The University of Tampa Music Department will start a new tradition this year with the Plant Park Jazz Festival. Admission to the event is free, but purchase a ticket for $5 to be entered into the grand prize drawing.
All proceeds will benefit the UT Annual Fund.
WHO:
The UT Jazz Ensemble is a band of saxophones, trumpets, trombones and rhythm section that plays music from traditional swing charts to contemporary jazz. Select vocalists will come together. The festival will be supplemented with other local bands.
WHERE: Plant Park located on The University of Tampa campus at 401 W. Kennedy Blvd., Tampa, Fla.
WHEN: Thursday, Dec. 2, 2010 from 6 to 10 p.m.
###
The University of Tampa Music Department offers something for every one by
sponsoring more than 80 public performances each year that are lead by students and
world-renowned musicians. For more information on the different bands and ensembles
visit www.ut.edu/music.
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Promotional
Items
T-shirt
Press Play
Front
Back
Koozie
Magnet
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