Music Festival Campaign at Montgomery Social Hall - Essay Example

Music Festival Campaign ‘MUSIC IS UNITY, PEACE, LOVE AND IT IS HARMONY, BE PART OF OUR MUSIC FESTIVAL EXTRAVAGANZA Campaign Plan Music as it is said is food to the soul. Music brings integration, peace love and harmony among people of different political, religious, economic, and age together. This context being our theme for this year’s music festival one would not wish to miss. The greatest ever music festival extravaganza will be going down at Montgomery Social Hall. This comes as a climax of several music festival conducted throughout the different regions of Montgomery. This campaign is being conducted so as to incite people to be part and parcel of this great event. The main purpose of this event apart from entertaining the inhabitants of the entire Montgomery it is meant to forge peace and harmony throughout the entire state of Montgomery by giving the residence a chance to showcase their musical prowess while at the same time preaching the theme of the event through their carefully selected songs and performances. In order to structure our campaign we settled on a model developed by Gregory, referred to as, ’Ten Stages of Planning’ (Gregory, 2011). The reason why we settled on the model is because of it elaborateness in listing the ten stages while elaborately explaining them. 1. Analysis Analysis being the very first step that is listed by Gregory is very important (Gregory, 2000). The gives room for the analysis of the analysis and definition of the problem. In undertaking the analysis will enable the campaign to have a good grounding upon which several activities will be conducted logically thereby resulting in a successful campaign. In the case of this extravaganza we used we employed the use of secondary research methods and other researched external information (Gordon, 2011). Secondary research therefore helped us to establish some of the facts the support the theme of our music festival. Most of the research conducted towards seeking to establish an understanding of the importance of music in human life. Research indicates a lot of positives about music while leaving room for future researchers to perhaps establish the negative part of it. According to the researchers music is a language spoken and understood by different parties despite not fathoming the meanings of the words or even understanding the language being used. Research has also established that music is therapeutic and it relieves off stress that one might have been subjected to during the course of work or duty. Further, due to the captivating and as well as lulling voices of singers and the instruments, music has been established to be the only medicine for softening hardened hearts. Lastly an more importantly, as our theme seeks to achieve harmony, peace and love at the end of the festival, research shows indeed music can be used to bring peace, harmony and love among different peoples despite their different affiliations. Almost all researchers therefore propose music and more music in every sphere a human being’s life. This research therefore informed and affirmed the conducting of the music festival so as to seek redress to different challenges of insecurity, hate and disunity that are common in the state of Montgomery. In order to analyze the environment properly Gregory proposed the use of SWOT method. Under this method the environment will be broken down into Strengths, Weaknesses, Opportunities, and lastly Threat. The SWOT analysis will analyze music festival with respect to the for underpinning factors. Strengths High acceptability of music across different affiliations. The entertainment proves irresistible. Dances are a form of exercising thereby providing fitness. Weaknesses The means of reaching out to all residents of Montgomery might not be viable. Music festival is predominantly attended by young people thereby the larger and more important groups would not be reached. Opportunities Performing in Montgomery social hall will give exposure to different groups and they may find sponsors. Threats Security threats during the festival Power outage 2. Objectives To conduct a successful music festival based on SMART objectives as proposed by Gregory (Gregory, 2011), (Bobbit, 2014). They are; To raise awareness of the need to have harmony and peaceful coexistence among the people of Montgomery as it will be highly feature in the event of 21st November. To reduce the level crime and crime rates throughout the entire Montgomery by dramatizing the vice. In the first quarter of next year, 2016, crime rate is expected to reduce by up to 50% To have at least 200, 000 people attending the festival on 21st and 22nd November. 3. Publics According to Gregory in the Grunig’s Theory, understanding the concept of publics will help us to target the right publics by classifying them according to their level of preference for music festival (Gregory, 2011). In understanding the publics it will be easier to campaign on different sets of them with a message that suit them. Publics’ opinion about us will make us understand the level of campaign to undertake on them so as to influence a change in their opinion. This campaign will therefore be classified as follows; Active publics: - these categories of publics include Montgomery’s music festival members. Sponsors of the music festival event- they give money and they provide us with a platform. Non-Publics: - Adults and youth who never attend music extravaganzas or even listen to music. Latent publics: - Youth, Adults and children who are involved in other forms of music. Aware publics: - journalists who are fully aware of an existence of a challenge and they are waiting for the event to start. Children and adults who sometimes attend such an event but are not consistent According to the theory (Grunig’s Theory) publics may be segmented in different ways (Gregory, 2011). In this music festival campaign we have decided to categorize them based on their level of perceptions and involvement in music festivals events. 4. Messages The core message is contained in the theme of the music festival, music is love, peace, unity and harmony, the message is therefore to foster peace, harmony and love within the Montgomery community. This will be achieved through the carefully scripted music lyrics carrying nothing less than a message of love. Music for love, peace and harmony is a concept that is being sought after by the residents of Montgomery since the community have been experiencing rising cases of crime leading to raised suspicion and resentment. Music festival will therefore seek to tone down the further erosion of love by giving the community a chance to not only entertain themselves but also to mingle and to bond. At the end of the event peace, love and harmony will be restored in the community. 5. Strategy Strategy is a tactic that is used to achieve the theme of the event by providing a solution to the problem analyzed in the problem section above. To create and perform and exceptional event that will attract people within the context of the Montgomery Peace Group Campaigners of 2015. To employ the use of a wide range of media to get message through to a wider coverage. To give Montgomery residents a chance to perform their music message that are within the theme while by doing so promote peace. 6. Tactics - Our main tactic apart from us performing and passing our message we will allow members of the Montgomery community to perform their songs in a kind of competition where a song with the most likes and votes will be awarded (Martera, 2000). Residents’ performances are stipulated to be carried out for the beginning 2 days of the week. The remaining two days of the event will mark the climax of the event, a special group who are the main organizers of the event, Montgomery Unity, will take to the stage. Before the end of the fourth day, several contributors and winners of the community music category will be identified and awarded respectively. - Music celebrities and composers will be heavily relied upon to deliver the theme. Celebrities such as Don Moen, Lenny Leblanc and producer Mary Mary among other will be heavily involved in the whole event. The celebrities will take to the stage to answer questions related to crime and how they can be curbed. - Montgomery community residents will be given the first priority in as far as hall entry is concerned. Any other person who is not a resident of Montgomery will be given the second priority. - The event organizers will produce caps, T-shirts, goggles among other goodies with a brand of peace, unity and love clearly inscribed on them. MEDIA: - To send information in form of press kits the different media houses. The press kits will carry information about where the event will be carried out, and the schedule of the events. Radio to The Voice of Montgomery a local radio station TV to BBC ‘Montgomery Today’ the most watched TV program throughout the state of Montgomery Newspapers to Montgomery Times as well as The Editor. 7. Timescales 2015 Week 1 Week 2 Week 3 Week 4 September Prepare press information kits Make invitation list Make leaflets and send them to the residents Invite local singer for screening and audition Buy materials for the event Send press kits October Create a website Send email to newsrooms inviting them to attend the event Write speeches Distribute banners Release more press kits Invite more people to through curtain raisers November Send reminder mails and frequent release of press kits Release the last information for week 4 Prepare the Hall and other facilities The performance of the music festival, November 21st, 22nd, 23rd and 24th 8. Resources A successful public relations campaign requires skilled staff, money, and appropriate equipment (Lewis, 2012). As with regards to money and equipment we have enough thanks to the sponsors of the event. As for the skilled personnel we have employed a highly qualified PR professional to carry out the campaign professionally. 9. Evaluation This involves systematic assessment of a program and the results (Bartram, 2006). As for the campaign for the Montgomery Music Festival we will employ four methods; -To provide the residents of with comment cards and request them to comment on the event about the event and how they rate the several activities that will be undertaken on that day as well. -To evaluate media coverage and to ascertain whether the residents know of the event. -To check the value of media advertising and whether we are obtaining value in the different adverts about the event. -To try and find out the probable number of attendees. 10. Budget This is the breakdown of the expenditure. With a budget of $30, 000 the breakdown of the expenditure will be as follows; Item Cost $ Advertisement through print and audio visual media 10,000 Banners such as T-shirts, goggles, and caps 5,000 Drinks and meals for the organizers 5,000 The event itself (Gifts, rewards, rent, bills etc) 15,000 Total 30,000 11. Press release MEDIA INFORMATION MUSIC FOR PEACE, LOVE AND HARMONY IN MONTGOMERY Montgomery for Peace Group is organizing a four day music festival event beginning on 21st November all the way to 24th November 2015. The event begins at 8 am and end at 8 pm and it will take place at the Montgomery Social Hall. Residents of Montgomery who are talented in music are welcomed for auditioning on 22nd November at the same venue. The event is meant to raise awareness and concerns of rising crime rate as well as resentment among the residents and therefore provide a way forward to proving a solution to the problem through bonding and cohesion. Reference Bartram, P. (2006) How to Write the Perfect Press Release, Brighton: New Venture Publishing. Bobbitt, W. R., & Sullivan, R. (2014). Developing the public relations campaign: A team-based approach. Oxford Publishers. Blick, D. (2011). The ultimate small business marketing book. Surrey: Filament Publishing. Cook, B. (2010). How to write a press release: 84 easy tips to get free publicity for your business or website. Seattle, Wash.: CreateSpace. Gordon A. E. (2011) Public Relations, Oxford: Oxford University Press Gregory, A. (2000) Planning and Managing Public Relations Campaigns, London: Kogan Page. Gregory, A. (2010). Planning and managing public relations campaigns: A strategic approach. London: Kogan Page. Lewis, S. (2012). How to write perfect press releases. United States: Taleist Books. Matera, F. R., & Artigue, R. J. (2000). Public relations campaigns and techniques: Building bridges into the 21st century. Boston: Allyn and Bacon. Read More