Tactics
Tactic 1:
Video Promotion
For the first objective of my PR plan, I wanted to focus on increasing the awareness of parents and children in Loveland to Kids to Parks Day event by 15%. In order to increase awareness, I chose for one of my tactics to be a 60-second video. The video promotion was something my client, Loveland Parks and Recreation, was very interested in having because they have always wanted to have a video promotion made for one of their events but never had the right resources to do it themselves.
The goal of my video promotion is to increase awareness of the event to Loveland parents and children. I wanted to create a video that showed the simplicity of the how much fun kids can have at a park and why Loveland families should want to come to this event. The video promotion has few words because I wanted viewers to focus on the kids and the background of the park. Also, I wanted parents to realize how much fun their kids can have at a park and how important it is for kids to have these outdoor experiences for that reason. This is a national event, so I included the promotional slogan that is used for this event: “Join in a day of play”. At the end of the video, if parents are wanting to have the information about the event all in one place, I provided the promotional picture taken for the event at the end of the video.
Tactic 2:
Infographic
For the second objective of my PR plan, I created an infographic that that Loveland Parks and Recreation could use to send out in their email blasts. I know that is something that is important to my client as they are always looking for visual items to send out to the citizens of Loveland. In addition, this infographic could be helpful to send out to my media list as sometimes a fact sheet does not provide a visual component that the media likes to look at.
The goal of my infographic is to provide a visual representation that provides information, such as the date and time of the Kids to Parks Day event, and what activities it will include. I wanted to keep my infographic simple looking but have a lot of complementary colors that are commonly used on the Loveland Parks and Recreations website. In addition, to assist with the delivering the message, I included several pirate and pirate-themed images that were available online - images such as a treasure chest helped enhance that the event is pirate-themed without having to explicitly say that it is. I made sure to include the other activities that will be at the event (that I could not fit into my infographic) so that anyone reading had an idea of what other activities will be at the event. In addition, I a included a link of where people can find more information on the event and also pre-register for the geocaching treasure hunt.
Tactic 3:
Social Media Campaign
For the last objective of my PR plan, I focused on creating new content for Kids to Parks Day on the Loveland Parks and Recreation’s Facebook and Nextdoor pages. I split up the amount of posts I would do for this tactic. I composed six posts for Facebook and six for Nextdoor. This would allow for Loveland Parks and Recreation’s audience to not feel overwhelmed with 12 posts all on one social media platform. I focused on showing children either playing in pirate costumes, since this will give the reader an idea of how they might want to dress up, or kids playing in general in a park.
Although my client decided not to post the images on their social media platform due to the COVID-19 pandemic causing the event to be cancelled, I used photoshop to get the top page of the image into the same format as used on Loveland Parks and Recreation's Facebook. If they decide to reschedule the event later in the year it allows them to see how they should format the pictures. It was not possible to use the same photoshop techniques with Nextdoor as I did with the Facebook posts, however I kept the same tone that Loveland Parks and Recreation uses in their images and captions. In addition, my client did not have a lot of images for me to use for promotional purposes for this event so in order to get to 12 posts in total I used a mix of stock images as well as user generated content found on Instagram.