Memorandum

Date: Nov. 13, 2013 To: BR Walls Project 10311 Jefferson Highway Suite B1 Baton Rouge, LA 70802

From: PowerUp Communications B012 Hodges Hall Baton Rouge, LA 70802 powerupcomm@gmail.com Subject: Event plan Plan Introduction PowerUp Communications hosted a fundraising event at the Belle of Baton Rouge Casino & Hotel on November 13, 2013 7 p.m.- 9 p.m. to benefit BR Walls Project. The theme of the event was Harmonizing The Arts. It was a celebration of the 10-story blues harmonica mural painted on the side of the casino. There was a silent auction, entertainment, food and drink. PowerUp Communications distributed save the dates, fliers and invitations to more than 300 guests and had approximately 150 attendees. The event was open to the public.

(Photo by: Robert Dafford)

(Photo by: Courtney Ray)

Situation Analysis For more than a year, BR Walls Project has been a nonprofit organization located in Baton Rouge dedicated to expanding visual arts. BR Walls Project is in the process of expanding their organization in order to expand their work outside of Baton Rouge. Because the organization is fairly new, it is in desperate need of financial and community support. We chose November 13, 2013 as the event date. It was a fundraising event and celebrated the 10-story blues harmonica mural on the side of the casino. After discussing within our agency and BR Walls Project, we decided that the theme Harmonizing The Arts would represent our goal for the event and make it fun for all attendees. PowerUp Communications was in contact with Raising Canes Chicken Fingers and the Belle of Baton Rouge Casino & Hotel to finalize event details and final plan. Kenny Acosta, a blues musician entertained attendees and helped set the mood for the event. The Belle of Baton Rouge Hotel & Casino provided food for $3 and a cash bar. The agency reached out to multiple business and local artists for support and donations for the raffle. Our guest list included supporters of BR Wall Projects, past muralists of the organization, local businesses, friends and family of Robert Dafford and Kenny Acosta, members of the Caniac crew, students of LSU and the LSU School of Art programs, local businesses and artists. We secured final donations, decorations, keynote speaker and invited the Mayor of Baton Rouge. We created fliers and save the dates that were distributed around Baton Rouge. PowerUp Communications was only given funding for Kenny Acosta for this event, so our committee worked persistently to secure donations and invite a high number of attendees to cover any additional costs for the event. PowerUp Communications was excited to implement a large fundraising event and was determined to set a new goal for the amount of funds raised. Event Research For the past year BR Walls Project has held multiple events to increase brand awareness and encourage members of the community to get involved with the arts. Last December, BR Walls Project created Come Paint With Me which transformed into an annual event that is targeted to all ages by encouraging locals to come paint on canvas and build paintings of their own. Since BR Walls Projects vibe has an urbanized, edgy and artistic feel, it makes perfect sense for the organization to throw block parties in downtown Baton Rouge. Throughout the year, the organization will come to celebrate newly finished murals in parking lots around downtown. In addition, BR Walls Project partners with the LSU School of Art and many art galleries in the local area to raise funds and gain exposure for the importance of art culture in Baton Rouge. Goals 1. To raise funds for BR Walls Project for future murals. 2. To raise awareness and support for BR Walls Project in Baton Rouge and surrounding areas. Target audience PowerUp Communications has chosen one target audience, which is the college-aged students and young professionals with the ambition to impact communities using the power of the individual. We believe that this selected audience will have a positive impact on raising funds for the organization as well as actively raising awareness throughout the community.

WIN Analysis 1. College-aged students and young professionals - This audience is 18-32 years old. They make up 77.5 million in the world and their buying power is $170 billion. They want to carve a unique path, make a difference, be happy and make life work. They fear being underestimated, missing connections and being bored. Their interests are music, social media, traveling, blogging and wine. They need the latest trends, Internet, socializing with friends, to be noticed, to be respected and to be believed in (DDB agency, n.d.). Measurable objectives 1. To increase funding for BR Walls Project by securing $3,000 in donations through items received for an auction and a direct donation box by December 4, 2013. 2. To enhance public image to more than 700 people in the Baton Rouge community by November 13, 2013. Strategies Action Strategies 1. To conduct a silent auction consisting of art, jewelry and other donations donated by local artists. 2. To have a presence at other art related events prior to the day of the event. 3. To send out a survey in order to conduct primary research on the perception of the organization prior to the event. Communication Strategies 1. To reach out to local artists and business professionals for donations. 2. To promote the event and express the need of more funds for BR Walls Project as they continue to expand their work to more locations. 3. By using PSAs, media releases and a media list, we will raise awareness for the event through radio, print and social media. 4. Create hashtag (#harmonizingthearts) and promote the usage of it through deliverables Theme PowerUp Communications has agreed on the theme Harmonizing the Arts, which is in celebration of all types of art coming together in fundraising for The Walls Project and unveiling the blues harmonica mural painted by muralist Robert Dafford. Messages PowerUp Communications message for the event is to express the importance and benefits of art murals in urban areas. We would like our target audiences to realize what fabulous work BR Walls Project can execute with the support of extra funding. Specifically, we want to make young professionals interested in making a difference in the arts community. Communicating to them that art creates benefits and opportunities for business could influence their interest in getting involved. And as for the mid-to-upper class professionals, we want to prove that their continued support of the arts is making a difference in the community.

Channels PowerUp Communications will be using the following channels: 1. Traditional media 2. Social media Deliverables PowerUp Communications will create the following deliverables in preparation for the fundraising event: 1. Save the dates 2. Pitch letter 3. Press release 4. Informational fliers 5. Donation form 6. Facebook event page 7. Instagram post 8. Event program 9. Event signage 10. Eventbrite 11. Silent auction forms 12. Thank you notes 13. Donor survey 14. Attendee survey 15. Awareness survey Evaluation methods 1. Qualitative Verbal 1. Survey to attendees to gather feedback on the event execution and overall thoughts of the event. 2. Contact Mike Donovan and Robert Dafford to obtain event feedback. Focus groups 1. Set up focus group with BR Walls Project and volunteers to discuss event. 2. Quantitative Donations 1. Calculate all funds and donations from the event to compare with initial goal amount Awareness 1. Evaluate event page on Facebook and use insights to monitor event attendees 2. Have sign-in sheet at registration table to track amount of attendees. 3. Send out a second survey to see how much public image changed for BR Walls Project due to the event. 4. Evaluate the usage of #harmonizingthearts on Twitter, Instagram and Facebook before, during and after the event.

Event Plan Event Goals: 1) To raise funds for BR Walls Project for future murals. (Action) o Objective: To increase funding for The Walls Project by securing $3,000 in donations by December 4, 2013. o Action strategy: Conduct silent auction consisting of art, jewelry and other donations donated by local artists during the event. o Tactics: o Silent auction forms o Event signage o Communication strategy: To reach out to local artists and business for donations o Tactics: Donation form o Communication strategy: To promote the event and express the need of more funds for BR Walls Project as they continue to expand their work to more locations. o Tactics: o Fliers o Save the dates 2) To raise support for BR Walls Project in Baton Rouge and surrounding areas. o Objective: To spread event awareness to more than 700 people in the Baton Rouge community by November 13, 2013. Action Strategy: To attend LSU art school related events prior to November 13, 2013. Tactics: a) Save the dates b) Informational fliers c) Facebook event page d) Instagram page Action Strategy: To send out a survey in order to conduct primary research on the perception of the organization prior to the event. Tactics: o Survey Communication Strategy: By using creative deliverables and media list, we will raise awareness for the event through traditional and social media. Tactics: o LSU Daily Reveille interview o Pitch letter o Press release o Media alert

Budget PowerUp Communications has no existing budget for the fundraising event. The fundraising event will be solely implemented by the support of the corporate sponsors Raising Canes and the Belle of Baton Rouge Casino & Hotel. We have ample resources in making this a successful event. All extra costs for event will be covered in the funds raised through the art donations and fundraising event.

Item All printing Event venue Food for 150 people Drinks for 150 people Band Decorations Frames Total budget:

Cost $600 $4,500 $500 $750 $200 $100 $60 $6,710

Timetable/calendar Before

Pre-event Date 9/11/13 9/20/13 10/9/13 10/11/13 10/14/13 PowerUp first meeting

Task

Person(s)

Client interview at 1:00 p.m. Signed client letter of agreement Finalize strategic message plan Create event memo 1. Distribute certain artists and businesses to call for donations 2. Send out survey for primary research 1. Discuss which businesses and artists are willing to donate 2. Submit event memo 3. Meet at Belle of Baton Rouge Casino & Hotel at

PowerUp All All All Brittany All Courtney All

10/16/13

3:30 p.m. 10/17/13 10/18/13 10/21/13 Create event informational flier draft 1. Finalize donation letter 2. Meet with BR Walls Project 1. Begin distributing donation letters to businesses, restaurants and art galleries around Baton Rouge 2. Finalize invitation letter to Mayor 1. Print 500 fliers for businesses 2. Contact Walls Project volunteers 3. Create PSAs 1. Finalize food and drink details with Belle of Baton Rouge 2. Distribute fliers to local businesses and local artists Finalize Kenny Acosta and discuss cost Meet with BR Walls Project for an event update Landon H. Courtney All All Landon H.

10/25/13

Landon H Courtney Victor Courtney Landon C.

10/28/13

10/30/13 11/1/13

Landon C All BR Walls Project Brittany Victor Courtney Hannah Brittany Landon C Courtney BR Walls PowerUp Canes Belle staff All Courtney Hannah All

11/4/13 11/5/13 11/6/13

1. Create Facebook event page 2. Contact media list and confirm their attendance 1. Begin event Instagram posts 1. Decorations finalized (slide show of past murals, Everetts footage of mural, frames for auction, art displays) 4. Finalize speakers and auctioneer Final event meeting 11 a.m. at Belle

11/7/13

11/8/13 11/9/13 11/10/13

1. Final day to acquire auction donations 2. Contact photographer Create bid sheets, registration forms and event program Meet at 6:00 p.m. at Courtneys house to organize auction display, starting bids, bid sheets

11/11/13

1. Print 50 bid sheets and registration forms 2. Print 100 event programs 1. Finalize last details 3. Walkthrough event at the Belle 4. Pick up projector and projection screen Event Day

Courtney Brittany Hannah All Courtney All

11/12/13

11/13/13

Day of event: Event Day 10:45 a.m. 11:00 a.m. Noon Task 1. PowerUp arrive at unveiling Unveiling of Blues Harp Person(s) All Robert Dafford Belle Canes PowerUp BR Walls City officials All

Noon after unveiling

1. Deliver tasks to PowerUp about running errands 2. Answer last minute questions 3. Get idea of space for the evening. 4. Begin setting up auction tables and cocktail tables/Check when tables will be set up and go over layout with Mike 1. Pick up Projector screen and projector 2. Pick up cooler and football case 3. Bring copy of event schedules for everyone 4. Bring Lou DeAngelos painting 5. Courtney to bring auction items to the Belle and all materials for auction, registration and check out. 6. Bring all laptops and chargers to event PowerUp return back to Belle 1. Set up auction displays and fill out bid sheets for each item 2. Check PA, lights and sounds (inside) 3. Sound check microphone 4. Set up registration table with materials 5. Set up check out table with materials

1:00 p.m. 3:00 p.m.

Courtney Landon Hester Victor Landon Corbin Courtney All

3:00 p.m.

All Belle, LC, Victor Belle, LC, Victor

6. Make sure checkout table material is secure 7. Make sure tables for Blues Foundation and Library are set up

Hannah and Brittany Landon Hester Landon Hester Courtney and LC All Landon H All Hannah and Brittany

4:00 p.m.

1. Finalize donations on table and double check all bid sheets. 2. Check square and online donation account 3. Run through events 4. Hang BR Walls prints, Canes & BR Walls banner 5. Set up candles on tables from Mike (if any) 1. Kenny Acosta arrives and sets up 2. Patrick Tiek arrives and sets up 3. Sound check and check lights 4. Set up projector, projection screen, computers 1. Volunteers arrive assign them areas of work and describe event details 2. Jaime Leonard arrives (photographer) 2. Set up food and drink inside 1. Doors open 1. Auction and cocktail hour begins 2. Food and cocktail hour begin 3. Encourage guests to participate in auction 1. Welcome speeches from Todd Graves, Robert Dafford, Casey Phillips 2. Announce silent auction is open until 9:00 p.m. 3. Kenny plays from 7:30- 8:00 p.m. Chris from Blues Foundation to speak. Kenny plays until 8:50 p.m. 1. 10 minute warning for silent auction to end 2. Explain check out process

5:00 p.m.

All Courtney, Orhan, Casey

6:00 p.m.

Courtney Courtney Belle All

6:30 p.m. 7:00 p.m.

7:15 p.m.

All

8:00 p.m.8:15 p.m. 8:15 8:50 p.m. 8:50 p.m.

Chris Kenny Casey Phillips

8:50- 9:00 p.m. 9:00 p.m.

Kenny plays a couple of songs 1. Announce silent auction closed 2. Set up check out for silent auction winners at 8:30 p.m. 3. Thank you from Casey 4. Begin escorting guests out 1. Finish up check out 2. Begin breaking out event

Kenny Casey Hannah and Brittany All All

9:15 p.m.

Post event timetable:

Post-event date 11/14/13 11/15/13

Task 1. Send press release of event to media list 2. Review attendance 3. Calculate total donations 4. Contact auction winners 5. Create Thank You cards 1. Make sure all costs are covered to client 2. Contact Robert Dafford for event feedback 3. Begin writing Thank You notes 1. Meet with BR Walls Project to discuss events success 2. Assure all monetary donations are secured

Person (s) Victor and Landon Corbin Courtney All Hannah Landon Courtney

11/18/13

11/22/13

Conclusion PowerUp Communications is dedicated to putting countless hours in making this event successful. We are looking forward to applying our knowledge in public relations to a real life event that not only benefits a local organization but the capital city of our favorite state. We plan to apply our organizational and communication skills in contacting local corporate sponsors and artists. Due to the support of Raising Canes and the Belle of Baton Rouge Casino & Hotel, PowerUp Communications has the ability to create a fundraising event platform for The Walls Project that can be implemented each year moving forward. We believe this event will be a success in raising awareness for the arts in Baton Rouge and help The Walls Project expand their locations. We want guests to arrive after a long day to enjoy socializing with Baton Rouge locals while dancing to blues music and celebrate the art culture that will thrive forever.

Backup plans PowerUp Communications has come up with a backup plan in the event that problems may occur in certain areas: Location: Our original plan will place the event outside. In the event that weather becomes an issue, we will move our event inside the atrium of the Belle of Baton Rouge Casino & Hotel. The band will be located on the stage inside. The donation tables will be arranged in a circle diagram surrounding the atrium. The food and bar will be placed in a buffet style against the wall and bar will be located in the back part of the room. Cocktail tables will be arranged in the middle of the room. Printing: If we are unable to acquire printing, we will continue to push social media posts and e-invites. We will reach out to other printing companies and corporate sponsors in order to obtain funds to cover printing. Auction donations: If we are unable to receive enough donations for the auction, we will cancel the silent auction/raffle and create an additional donation booth at event. Keynote speaker: If Robert Dafford or Todd Graves is unable to speak, we plan on having the founder and co-founder of The Walls Project to speak on behalf of the event and organization. Entertainment: If we are unable to book a blues band, we will ask our friends in local bands to perform or secure a back-up DJ of blues music. Volunteers: If we are unable to obtain enough volunteers, we will reach out to local community services programs and university clubs to ask for volunteers who would be interested in obtaining community service credit.