P U B L I C R E L AT I O N S P L A N

Public Relations Principles - MCOM 243

GENERATION SUMMER JAM PUBLIC RELATIONS PLAN

Table of Contents

G E N E R AT I O N S U M M E R
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Executive Summary

Situational Analysis

SWOT Analysis

Core Problems/Opportunities

Targeted Publics

Objectives, Strategies, and Tactics

Conclusion

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Brookings Chamber of Commerce

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Executive Summary:
Brookings, South Dakota is a college town, but in the summer months
when the college students leave, there is a sense of desolateness.
Businesses around the community do not experience the same amount of
success in the summer as they do during the school year. This means that
businesses have to rely on their revenue from the school year to make up
for their losses in the summer months. The Generation Summer Jam
Music Festival is a way to combat the loss of revenue and desolateness the
community experiences through the summer months. The music festival
will rejuvenate the feel of the town and the revenue of the businesses in
the surrounding area.
While targeting ten main publics, our campaign plans to expand attention
locally, regionally and ultimately nationally to the town of Brookings,
South Dakota. The publics include the following: Midwest population,
music lovers, travelers, young adults, older adults, college students, high
school students, families, social media, and media outlets. We are targeting
people of all ages and interest to insure that the Generation Summer Jam
reaches its full potential. Which would increase not only the revenue of
Brookings in the summer, but also boost the towns notoriety nationwide.
The Chamber of Commerce will focus on a few main objectives. The first
objective being to jump start the economy of Brookings during the slow
summer season by hosting the Generation Summer Jam Music Festival.
The popularity of a festival of this stature will undoubtedly bring mass
amounts of people to Brookings, SD, which will ultimately provide
businesses with more customers. The second objective its to raise
awareness and interest in the town of Brookings and South Dakota State
University. While the spectators are in town, there will be tours of the
college they can attend in between performances. This could potentially
create a larger future enrollment for the university. A larger future
enrollment ultimately brings in more business for the town of Brookings.
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Brookings Chamber of Commerce

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The Chamber will use the following strategies to complete the task listed
above. We will create many social media pages in which the masses of
public can follow and learn more about the festival. We will market and
advertise to the town, local communities, and bordering states to garner
interest in the festival. We will create flyers along with discounts that will
be handed out to the people in the city of Brookings for attending the
festival and spreading the word to others. We will also have a special
discount at every single restaurant and store to create a desired
competition and an attraction to attend the stores while in town for the
festival.
Situational Analysis:
Brookings, South Dakota is an economically successful community.
There are nearly 50 restaurants, a wide variety of retail stores, and
national chain stores in Brookings. Brookings businesses thrive off of the
South Dakota State University students during the school-year. However,
once the students leave for summer break most businesses see at least a
10% drop in revenue through the three month summer period.
In order to decrease the loss of revenue during the summer months, the
Brookings Chamber of Commerce has elected to host the Generation
Summer Jam Music Festival. Musical artists from the 60s, 70s, 80s, 90s,
and today will be performing during a three-day span from June 21-23.
Local restaurants and stores will be able to set up vending sites for
spectators to purchase food and other items. The percentage of revenue
generated for businesses from these vending sites will increase by at least
25 percentage points, meanwhile garnering attraction to new customers.

SWOT Analysis:
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Brookings Chamber of Commerce

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Strengths: Musical festivals in general are a helpful way to boost the

surrounding businesses in the area. The variety of star power will attract
people of all ages throughout the Midwest. Hosting the Generation
Summer Jam Music Festival will draw major national attention to the
town of Brookings like it has never seen before.
Weaknesses: It will be difficult to advertise on a national level beings that
Brookings is such a small town. Many people are not aware of the
location Brookings in the Midwest. The town of Brookings may not have
enough room to hosts the amount of people this event will attract.
Brookings will not have enough law enforcement officials to monitor the
area.
Opportunities: The Generation Summer Jam Music Festival would be an
awesome opportunity for Brookings to showcase that it is a town that can
grow, a town that can support more large events in the future, and a town
that can come together and support a cause for the greater benefit of
everyone in the community.
Threats: Sioux Falls could potentially out hold Brookings in an event of
this size. Some artists are unpredictable, therefore there may be a few no
shows. The weather tends to be unpredictable as well which can propose
a threat to the amount of people that attend.
Core Problems/Opportunity
The problem we are facing in Brookings, South Dakota is the low
population in the summer. The population of Brookings as of 2012
assessment stands at 22,591 not including the 12,000 students that attend
the school. During the summer a majority of students that attend South
Dakota State go home until the fall. This results in the population of
Brookings dropping by nearly half. Not only does this make Brookings
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Brookings Chamber of Commerce

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appear boring to outsiders, but it also impacts local businesses. From gas
stations, restaurants, hotels, and local businesses Brookings fails to
generate revenue as it usually does most of the year during the desolate
summers of Brookings.


This legendary festival will not only be one to remember, but it will also
bring people to Brookings and give this great city the national attention it
truly deserves. In addition to that the many people attending will give
businesses opportunitys to draw larger crowds than they usually do in the
summer. This will also boost the revenue that the city brings in during the
summer in various ways. Overall, the Generation Summer Jam Music
Festival presents a great opportunity for the city of Brookings.
Targeted Publics:
Midwest Population: This includes everyone in the Midwest. The festival
hopes to reach people nationally and raise their interest, but specifically
those in the Midwest since they are closer and are more likely to attend.
They are also the main targets since they would be able to visit the town
again after the great first impression.
Music Lovers: We want to grab the attention of music lovers across the
nation. The festival will draw the attention of music lovers of all genres
and eras since it will have performers from as far back as the 60s. What
better way to draw the attention of music lovers than a concert?
People that travel to concerts: Being aware of people that travel to
concerts and would like to spend the night in the city without spending an
arm and a leg hotels will be having deals. Making people feel free to spend
more money else where knowing that hotels in Brookings arent very
expensive during the Generation Summer Jam Music Festival.

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Brookings Chamber of Commerce

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Young Adults: This group is around 18-25; therefore they will be more
interested in the more new school music performances. This age group is
also typically more into partying, so we will have a standing pit in front of
the stage for them to have a great time at the festival if they want to be up
close and personal with artist.
Older Adults: Older adults range from about 30 and up. Typically they
will be less interested in staying at the concert all night waiting for there
favorite performers to go up. This is why we chose the festival to go from
old school to new school that way they can leave concert go out to eat and
rest in hotels if they desire.
College Students: Since the festival is on campus we want to target the
college student population. This population will also be the main group
informing everyone else about what is going on, since most college
students are constantly on social media. The festival will also give them
motivation to want to stay in town a little while longer to attend.
High School Students: High school students are also important targets.
They range anywhere from 13-18. Similar to college students they can also
spread the word by way of social media bringing in a different age group.
Families: This festival gives a great opportunity for families to travel make
this great vacation. Along with the concert families will have free time and
possibly check out our childrens museum, movie theatre, as well as
bowling alley and much more.
Social Media: We must create twitter, Facebook, and Instagram accounts
prior to the event in order to reach people across the nation. Social media
is a great way to gain attention to an event if used correctly.
Media: We will also target media outlets. Using radio stations, news ads,
billboards, television, and Internet news we will be able to catch the eye of
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Brookings Chamber of Commerce

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people all ages everywhere. Targeting media outlets may also interest them
in wanting to cover the event giving Brookings nationwide attention and
possibly drawing in others to visit at a different time if they werent able to
attend the festival.
Objectives, Strategies, and Tactics:
Situation:
The Brookings Chamber of Commerce will be hosting the Generation
Summer Jam Music Festival of 2014. The music festival will host the
greatest bands of each generation dating back to the sixties in order to
attract and intrigue the entire town of Brookings and the Midwest. We
decided on a generation festival instead of bringing in a recent popular
artist. We did this to bring the community together and jump start the
entire summer with something that will attract people of all ages. The
town of Brookings is a quiet one during the summer. What better way to
wake it up and bring excitement other than a music festival! The festival
will generate a spark in the economy and bring money to all the
businesses, restaurants, and local stores in Brookings looking for a cash
income during the quiet summer.
Business Objectives:

To increase the economy of the town of Brookings by 25%

To increase small business revenue by 25%

To increase the gas station revenue by 20%

To increase the revenue of hotels by 20%

To increase revenue of all town restaurants by 20%

To increase the revenue of the liquor store by 30%

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Brookings Chamber of Commerce

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Public Relations Objectives:

To raise awareness and publicity about the town of Brookings

To arouse interest in the local college SDSU

To energize and bring together the community

Strategies:

Create discounts and deals to create a desire to attend the above

desired objectives

Spread the word through marketing and advertising

Do prizes and give away to attract people

Send out flyers to the town and local towns

Create a web page, Twitter page, Facebook page, and Instagram

page

Conclusion:
The Generation Summer Jam Music Festival will benefit the community
in a variety of economic and social ways. The success of community will
continue to grow without the loss of revenue in the summer months. This
festival will help combat the loss of revenue, while gaining attraction
throughout the Midwest. It will also bring the community together as an
excellent event for everyone to be entertained and enjoy.

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Brookings Chamber of Commerce