Targeted Media and Audience - Essay Example

? Assessment Press Release Individual Outline Plan FOR IMMEDIATE RELEASE This will appear on the upper left-hand margin with all letters in block. Company Logo Headline This will include a brief sentence, which gives the primary purpose of the press release. Prepositions, conjunctions and articles of three letter words will be lowercased (Blackwell, 2010 p35). This will appear on the upper right-hand corner of the press release paper. Dateline This will include the city where the press release is issued from, and the date the release will be emailed Lead Paragraph A strong introductory paragraph, which captures audience attention, will be given. It will contain information that is relevant to the press release’s content such as the five W’s (where, who, why, what, when) (Slaunwhite, 2010 p6). This paragraph will simply summarize the press release, and provide a hook that appeal to the audience. Body This part will expand on the hook provided in the lead paragraph. It will employ inverted pyramid strategy where the most relevant information and quotes will be provided in the first paragraphs, and less weighty quotes provided in the subsequent paragraphs (American Institute of Architects, 2008 p56). Company Boilerplate This paragraph will provide brief information about Le Tour de Sandwich, including its activities, short history, products and services (Cook, 2011 p67). Contact Information Name, Title, Phone, Email. Targeted Media and Audience Targeted Media and Audience The targeted audience for the bicycle tour ranges from ages 10 to 80 years. This means that the market is quite large and a detailed press release is required when targeting these customers. It is necessary to prioritize enthusiastic riders more than any other group because they already have more than two rides, and the likelihood that they will register to participate, in the cycling tour, is high (Guffey, 2007 p83). Le Tour de Sandwich will prefer this category of the audience to other riders because they will turn out, in large numbers, with their own rides thus making those who do not have rides use the ones provided by Sandwich and Honfleur Twinning Association. The other group of the audience to target, in this event, is the pro tour riders. This group’s participation, in this event, has a number of significant effects, in the success of this event. Most of these people have their fans who will turn out, in large numbers, and register to ride alongside their admired pro tour riders (Time Out Guides, 2004 p27). This group is also experienced in reading route maps while riding, and thus making it easier for other riders without route maps to follow and enjoy the cycling tour. Pro Tour Riders also set the pace for participants who will prefer riding at some considerable speeds. The other major groups to target are teenagers and the old people. Most of the old people will register and join other riders with the aim of exercising and keeping fit (Stanton, 2007 p122). It is, therefore, apparent that they will turn out, in large numbers, more than other age groups, and register with British Cycling Association. Teenagers, by being the most active group, will highly be willing to participate, in this event. Therefore, it is important to include activities and refreshments they like, during the cycling event (Stanton, 2007 p123). Other people usually prefer participating, in the cycling event as groups. It is, therefore, necessary to mention, in the press release that groups such as schools, church organizations, clubs, and other cycling groups are highly considered, in this event. They can come with their own rides, or they can use the event’s rides. Additionally, there are a number of activities that they can participate in (Heath, 2004 p75). Le Tour de Sandwich press release will target a number of media houses both in and outside France. We will primarily target media stations and individual journalists, editor in chiefs, editors, editorial assistants, staff writers, cycling correspondents, bloggers, cycling columnists, and news editors, who are highly influential in the cycling tour industry (Gordon, 2011 p124). We will target all media mass such as television, magazines, newspapers, and the Internet. Key influencers, on our targeted audiences, are the media houses and individual journalists, editors, assistant editors, and media correspondents we are going to consider for the press release. These are media houses or journalists who will positively influence our targeted customers, to register with the British Cycling Association to attend the Le Tour de Sandwich Cycling event. From appendix 1 and 2, these are media houses and individual journalists who have more than 60 percent influence on the targeted customers, and they include RCUK ROAD CYCLING UK (Appendix 1 & 2), Ride UK BMX (Appendix 1), MBR (Appendix 1 & 2), Cycling Weekly, Cycle Sport, The Independent on Sunday, The Sunday Times, Daily Express, and The Guardian (Appendix 1 & 2). On the other hand, some of the highly influential individual journalist to be contacted includes Fotheringham William, Fotheringham Alasdair, Daily Express Newspaper Correspondent, Garbutt Robert, Cycling weekly Online Version Editor, Harlett Richard, RCUK ROAD CYCLING UK News Website Editor, and Milner Daniel, MBR magazine Acting Editor (Appendix 1 & 2). These media houses and individual journalists are considered because they have significant impacts on their fans; they will thus effectively communicate Le Tour de Sandwich’s press release to the targeted audiences. Since cost saving is a significant factor, in any business operation, we are looking forward to considering mass media that will offer the best prices for our press release. Those media houses that will charge less, but guarantee that they will effectively help us reach out to the targeted audiences will be highly preferred more than other media houses. The targeted media house should also have different mass media outlets through, which the press release will be made available for the targeted audience. For example, the preferred media should be able to broadcast the press release through radio, Television, Magazine, the Internet, and Newspapers. Through this, we are sure we will use a single media house to reach out to a large number of targeted audiences, both in and outside France. In addition, the preferred media house should promise to track responses from audiences. This will enable us determine how different audiences reacted to our press release. In summary, the targeted media should have different media outlets, longer exposure time, reach out to a large number of audiences, and track responses from the audience. Press Release Le Tour de Sandwich FOR IMMEDIATE RELEASE LE TOUR DE SANDWICH SATURDAY JUNE 9TH, 2012 AND SUNDAY 9TH JUNED, 2013 9:30 AM TO 6:30 PM QUAY GREEN In its third year, in offering Sandwich and other fascinating activities in between cycling tour, Le Tour de Sandwich is this year providing three routes around the Eat Kent countryside. This will all start from Bay Point Leisure Center and then head out to Canterbury, on NCR1 for the first leg, and end, in Sandwich Town (Thompson, 2012 p23). This event will be supported by the British Cycling Association, who will be in charge of registering interested people. The event will also be supported by media houses, including other organizations from cycling, car racing, fast food, and music and comedy industries. There will be a total of 150 to 300 riders, plus extra rides available upon request. We will be working with local companies for bike hire, sponsorship, and poster boards on the main roads. For instance, Sandwich and Honfleur Twinning Association will provide bicycles for both children and adults. On Saturday June 9th, 2012, we will be offering three routes, which include Red, White and Blue routes. The Red route is the 100k, in some of the most fascinating views, in East Kent (Time Out Guides, 2004 p45). The White route is a 50k ride with a more gentle slopes and profile. Finally, the Blue route is located between Red and White Routes and is a 75k stretch (Time Out Guides, 2004 p24). The Sunday June 9th, 2013’s event will begin at exactly 1:00pm, all starting in Sandwich and heading to Canterbury on NCR1 (Armstrong, 2004 p16). The main event will be on Saturday 22nd and charges will be ?15 for pre-registered with British Cycling and ?20 on the event’s day. Sunday 23rd will be the closing ceremony and charges will be ?10 pre-registered with British Cycling and ?12.50 on the event’s day. All registered riders will get free Route Maps, Goody bag, soft drinks and light snacks, on a return to Sandwich, and free entry into a prize draw, on the return trip to Calais. Sunday will also hold most of the event’s family fun day, where there will be a short ride for kids, Dads, and Mums, with free medals and face painting available for all kids below 14-years. All these routes will include more than one refreshment stop. Additionally, all participants will be offered tour T shirts, further refreshments, and other Christmas gifts and cards, on return to Sandwich. At the end of the cycling tour, there will be a number of refreshment and entertaining activities, including food and drinks. French Market will provide food and drinks. There will be car racing available for both the young and the old. La Balade Company will provide a total of 200 old school racing cars, and we hope each and everyone, in attendance, will have a chance to ride the cars. We recommend that those in attendance with their families to visit the Family Fun Area. There will be a number of kids’ entertainment and refreshment activities happening in this area. Parents, on the other hand, can visit the available stalls for food and drinks. At 4:00pm, there will be a Street Music and Dance led by Les Troubadours de Paris (Robinson et al. 2010 p63). This group will also conduct free cafe concerts, in Market Street. Finally, Gypsy Jazz will perform evening concert to mark the end of Saturday’s event. It is also good news that, this year, we will be offering a seasonal boost for our guests. We have partnered with Dover District Council to offer free parking on Sunday December 23rd, in all owned car parks across the city. However, it is necessary to understand that this offer will not include Display and on-Street Pay areas. Notices will be provided in car parks informing users whether or not they will be charges car park fees. Co-operative and Sainsbury’s supermarkets have already confirmed that they will not offer free parking on that day. Moreover, car parks, which are not part of the scheme, road markings like on-street parking areas and double yellow line areas will be enforced as usual. We, therefore, recommend that you come earlier, and acquire a free parking space, as lots of fun will only be on the South East (Stanton, 2007 p47). For more information, please call Mr Roger Wilbraham +44(0)161 274 2022 bmx@britishcycling.org.uk Bibliography American Institute of Architects. The Architect's Handbook of Professional Practice, Volume 1. New York: John Wiley & Sons, 2008. Armstrong L. The Official Tour De France: Centennial 1903-2003. London: Orion Publishing Group, Limited, 2004. Blackwell R. C. 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