Post on 22-Jan-2018
transcript
William Leonard, Michael Johnson, Shannon Donnelly, Kelly Jones
Campaign Overview
Collaborated with State College Downtown Improvement District
First Friday program
Attended weekly meetings
Measured awareness
Goal: Improve First Friday State College
Key ResearchSecondary Research
First Friday Articles Overview
Media research was conducted using the Penn State Libraries and search engines such as
NewsBank and Google
14 articles (3 local, 11 regional/national)
Lack of articles specifically about State College’s First Friday, but a significant at a
national level for the more established First Friday events
Nationally focus on using art as a focal point to link local businesses together
Trend: Majority of cities only plan First Fridays between the months of May- October
Key ResearchSecondary Research
First Friday in State College First Friday is in it’s first year of existence in State College
Started by the Downtown State College Improvement District (DSCID)
From the First Friday State College Website
The First Friday of each month will become a festive atmosphere in downtown State College
beginning at 5pm. Patrons to the downtown can count on a mixture of art, music, and
activities, along with retail and restaurant discounts. As always, garage parking in the Pugh,
Fraser and Beaver garages will be free with validations from participating merchants in the
MVP (Merchant Validated Parking) program.
Each month organizers hope to hold classic car shows, golf expos, football parties and many
other events. Organizers have monthly themes planned throughout the year!
Key ResearchSecondary Research
First Friday Campaigns in Pennsylvania
Williamsport
Receives grant money from Pennsylvania Council on the Arts
Has a strong social media presence including: Facebook, Twitter, and YouTube
Scranton
Strong very professional looking website
Link for sponsorship or donations
Map customized to each month: participating merchants labeled with the corresponding
event
Philadelphia
Large local business support: 40 galleries open in their Old City district
Long history of First Friday: Started in 1991
Direct link on the site to local news coverage: average two articles a month
Key ResearchPrimary Research
Phone SurveyResults were tracked on Survey
Monkey
DemographicsTotal Respondents: 211
Gender: 65% female, 35% Male
Children in the House: 70% No, 30%
Yes
Key ResearchPrimary Research
Have you heard of First Friday before?What is the main reason you don’t go to downtown
State College more often?
Key ResearchPrimary Research
How Respondents Heard of First Friday
Objectives
Objective 1
Improve traditional media coverage of First Friday by May 1, 2015
Objective 2
Standardize social media for First Friday by May 1, 2015
Objective 3
Increase downtown business participation in First Friday by May 1, 2015
Objective 4
Obtain an exclusive radio sponsor for First Friday by May 1, 2015
Strategies
Increase print media coverage and provide a
standard format for future use
Encourage downtown businesses to participate
in First Friday through face-to-face
communication
Increase First Friday’s Twitter and Facebook
usage
Establish a partnership between the DSCID and
one of the main radio conglomerates (Seven
Mountains Media and/or Forever Media)
Execution and Tactics
Created a Press Release and a media list for the First Friday committee
First Friday media spots were purchased in three local magazines, including Town and
Gown, and State College Magazine
Established a monthly First Friday Facebook event page, and shared it among other
Facebook users via Facebook invitation to the event
Established First Friday’s first official Twitter hashtag: #SCFirstFriday
Contacted local businesses about their participation in First Friday
Contacted Seven Mountains Media and Forever Media
Evaluation
Improve traditional media coverage of First Friday by May 1, 2015: MET
Standardize social media for First Friday by May 1, 2015: IN-PROGRESS
Increase downtown business participation in First Friday by May 1, 2015: IN-PROGRESS
Obtain an exclusive radio sponsor for First Friday by May 1, 2015: IN-PROGRESS
Stewardship
Objective 1: To Improve traditional media coverage of First Friday by May 1, 2015
Created a standard press release template for First Friday
Designed a media timeline for DSCID
Created a media list was using Cision
Stewardship
Objective 2: Standardize social media for First Friday by May 1, 2015
Bob Martin in the Penn State College of Communications has been contacted to establish an
internship position with the DSCID to work specifically on social media for the DSCID
Stewardship
Objective 3: Increase downtown business participation in First Friday by May 1, 2015
Through the DSCID’s pending relationship with one of the Centre County radio
conglomerates, businesses will be incentivized to actively participate in First Fridays.
Stewardship
Objective 4: Obtain an exclusive radio sponsor for First Friday by May 1, 2015
Proposals from both Forever Media and
Seven Mountains Media have been
submitted to the DSCID, and a decision of
which conglomerate will receive
exclusivity for First Friday and other
DSCID events is pending
Conclusion
Conducted research
Joined DSCID First Friday Committee
Implemented plans for improvement
Evaluated progress
Provided stewardship plan
Thank you George and the DSCID for allowing us to partner with you
for the semester!