Professional Documents
Culture Documents
Prolific Communications Grant County Proposal
Prolific Communications Grant County Proposal
Prolific Communications Grant County Proposal
olific
communications
PRolific Communications
Indiana Wesleyan University 4201 South Washington Street Marion, Indiana 46953 COM 331, Dr. Lee Fall 2012
PRolific Communications
YoungAh Lee Agency Director youngah.lee@indwes.edu Mike Bruce Executive Director mike.bruce@myemail.indwes.edu Tim Scurlock Media Director tim.scurlock@myemail.indwes.edu Kyle Smith Asst. Media Director Kyle.smith@myemail.indwes.edu Rilee Catalano Executive Assistant rilee.catalano@myemail.indwes.edu Rachael Conrad Research and Marketing Director rachael.conrad@myemail.indwes.edu Megan Hardesty Asst. Research Director megan.hardesty@myemail.indwes.edu
Memo to Client
Mrs. Karen Niverson, Executive Director Marion-Grant County Convention and Visitors Bureau P. O. Box 1327, Marion, IN 46952 October 4, 2012 Thank you for your and the bureaus willingness to work with PRolific Communications this semester. We elated with the potential to develop a mutually beneficial relationship not only between our team and the bureau but also between the council and the Grant County community. We affirm the vision of the Visitors Bureau and are eager to further it with communications counseling. PRolific Communications is part of the Public Relations Writing and Publicity Class at Indiana Wesleyan University. Our six-member team includes: Rilee Catalano 630.880.2773; rilee.catalano@myemail.indwes.edu Mike Bruce 847.431.1136; mike.bruce@myemail.indwes.edu Tim Scurlock 317.504.2597; tim.scurlock@myemail.indwes.edu Megan Hardesty 812.322.1569; megan.hardesty@myemail.indwes.edu Rachael Conrad 765.618.0753; rachael.conrad@myemail.indwes.edu Kyle Smith 614.886.1111; kyle.smith4148@myemail.indwes.edu We discussed the bureaus background and current communication efforts in the first few weeks. Then, we identified the primary communication goals of the bureau and the obstacles that prevent you from achieving them. Based on this information and our research, we developed a proposal for a holiday shopping campaign. This proposal will be outlined in written form and presented orally in the classroom. The proposal outlines strategies and tactics for a campaign in addition to a background analysis of the Marion-Grant County Convention and Visitors Bureau. A supplementary calendar and budget is included at the end with estimations of the time and monetary expenses incurred in the execution of the campaign. We provide non-binding communication consultation strategically designed to achieve your communication goals. We hope you find our advice to be engaging, effective and creative. If you ever have any questions, please contact any member of our agency. Our agency director Dr. YoungAh Lee is also available to address any concerns you may have. She can be reached via email at
youngah.lee@indwes.edu. If you need a communications intern in the future as well, any member of our team would be willing to help. Thank you again for you the learning opportunity and hands-on experience. We hope that our research and ideas will help you develop the Grant County area and provide sustainable tourism for the holiday season. Sincerely, PRolific Communications
Mike Bruce
Rilee Catalano
Kyle Smith
Rachael Conrad
Tim Scurlock
Megan Hardesty
Background
Mission
To promote the Grant County Tourism Industry and enhance visitors experiences in order to maximize visitor time and money spent our community.
Vision
The Visitors Bureau envisions economic development in the Grant County area. To maximize visitor spending in the local economy by, first, attracting people then emptying their pockets.
Core Values
Local heritage Community Economic development Sustainable business
History
The Grant County Convention and Visitors Bureau was founded in 1981, when the Marion Rotary club wanted to host a regional meeting conference in town. There was gap in services. The club needed help securing bids and managing room blocks for event, developing itineraries, welcoming guests, sending registration information. At the time, no one in Grant County provided those services. Now, the bureaus funding comes from the innkeepers lodging tax. The Rotary Club worked with the chamber of commerce, elected officials, and state legislators to collect the tax.
Organization
Karen Niverson Executive Director p: (765) 668-5435 f: (765) 668-5424 e: kn@showmegrantcounty.com Paula Shulz Office Manager
SWOT Analysis
-staff experienced in marketing communications -staff are long-time Grant County residents -knowledgeable about community and history -connections with other county bureaus -clear vision and mission statements -funds come from innkeepers lodging tax
-small staff of two -lack of primary research in the community -limited funds and low budget -lack of visibility -absence of group-think -lack of time
-established holiday events in the community -social media -free labor and research from PRolific -increased business development in the community -loyal local event attendees -unique and local artisans -small town means easier access to media and more publicity -Interstate 69
-leisure and travel market is very competitive -lack of county funds -negative city perceptions -economic stagnation -lower average household incomes in region -anyone can market Disneyland -lack of easy attractions -run-down downtown -crime rates/history -large proximity from bigger cities
Research
Key Publics
Action Plan
GOAL: To raise awareness of local shops, restaurants, and tourist attractions in key publics. Objective: Increase ticket sales for the Walkway of Lights by 25% during the Merry Marion weekend.
Objective: Provide Marion-Grant County area residents with informational material by placing campaign material in 50 local businesses and churches by November 25, 2012.
GOAL: To maximize consumer spending of the leisure market in the Marion-Grant County area. Objective: Achieve a 20% increase in sales tax return by February 1, 2013.