Plan Book Final

ENERGIZING DOWNTOWN. ENERGIZING YOU

DowntownOKCUCO Strategic Campaigns Plan Book Spring 2014

ENERGIZING DOWNTOWN, ENERGIZING YOU.

TABLE OF CONTENTS

Campaign Team List

Executive Summary

ResearchSecondary ResearchPrimary ResearchSWOT Analysis

Goals and Evaluation

StrategyKey Messages

Tactics and Timing

Media Plan

Budget

Appendix

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CAMPAIGNS TEAM 2014

Account DirectorLacey Rhodes

Asst. Account DirectorsCameron WisePaige Ward

Research DirectorEliseo Garcia

Creative DirectorLaura Lynch

Copy/Editing DirectorAaron Santelmann

Media DirectorKailey Marcum

Budget DirectorTosh Miller

AdvisorMike Breslin

PRESENTATION TEAMLacey Rhodes Cameron WiseAlyssa McCainPaige WardConrad Kersten

CREATIVE (DESIGN) TEAMCleo RajonSarah LeeRobyn BreshearsAshley Ounvung

BUDGET TEAMEthan HickersonSylvette OlmedaLeilei Chen

COPY AND EDITING TEAMConrad KerstenChelsea PontiousAlyssa McCainCaitlin McClure

MEDIA PLANNING TEAMAbby OgleLi XueleiCarley HoltCassidy HuntTayler Armstrong

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TEAM LEADS


EXECUTIVE SUMMARYIn the past 15 years, downtown Oklahoma City has evolved from being primarily a corporate setting to an entertainment, business and residential community. In 1993, the Metropolitan Area Project was approved. Seven years later, Oklahoma City broke ground and started the revitalization of the area. Since MAPS, downtown Oklahoma City has developed into an urban area that is clean, friendly and safe for its visitors and residents.

This campaigns plan was prepared for Downtown OKC, Inc. (DOKC) the not-for-profit organization created in 2000 to manage and market the Business Improvement District. They serve as advocates, coordinators, facilitators and communicators for downtown revitalization. The UCO team has developed a strategy to promote downtown Oklahoma City as a growing venue for entertainment, business and residency. The team believes that the positive developments in the downtown area over the last two decades are only beginning, and that downtown OKC’s best years lie ahead.

The UCO team appreciated DOKC’s assistance in preparing this plan, and hopes that the ideas on the following pages prove to be useful.

The plan is intended to be directed towards an audience 18-44 who live in the metro area and are in need of entertainment options.

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SECONDARY RESEARCH

Tulsa

Kansas City

Fort Worth Dallas The “competing” downtowns chosen were those relatively similar to downtown Oklahoma City and located in the surrounding region.

Secondary research was conducted in order to determine the demographics in the downtown area, what organizations were already downtown and thriving, and what the downtown area needs to remain competitive with other big downtowns in the region. Secondary research was also conducted to determine the size, demographics and structure of the comparable cities, as well as perceptions of those downtowns.

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SECONDARY RESEARCHFive Key Insights

DOKC helps support their 10 districts and help revitalize the districts by creating monthly events to support growth.

Desired expansion downtown includes more shopping and parking options, as well as a musical/theater entertainment center.

DOKC has recently signed a contract that will enable them to fully operate all events in areas that surround Bricktown.

The Stage Center in the arts district is being torn down and the building replacing it will be ground level retail stores.

The installation of the downtown trolley system will ease parking needs and boost transportation by the end of 2015.

Early stage research revealed five key insights that the team considered relevant:

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Respondents

Most respondents previously lived in the Edmond or North OKC areas

Most respondents are between 25 and 34

The majority of respondents were single or married with no children

The largest income bracket among survey participants was $50,000 - $150,000

Work downtown

A large majority of respondents feel that they are safe in the area

Three reasons that respondents live downtown were:

• Proximity to their workplace• Entertainment and urban lifestyle• Counter-rush traffic when heading downtown

SECONDARY RESEARCH

A second round of secondary research was gathered by analyzing the results of the residential survey carried out by DOKC. One hundred and ten individuals who live in the downtown area completed this survey. Residential Survey Analaysis

Results from this survey also made it evident that those be-tween 25 and 34 are assumed to have many friends their age with similar interests who want to spend their time downtown.

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SECONDARY RESEARCH

A third round of secondary research was done to find additional information about downtown.

Downtown Insights

Downtown consists of seven different districts downtown: Automobile Alley, Bricktown, Central Business District, Deep Deuce, Plaza District, Film Row, Arts District.

FILM ROW

AUTOMOBILE ALLEY

BRICKTOWN

CENTRAL BUSINESS DISTRICT

DEEP DEUCE

PLAZA DISTRICT

ARTS DISTRICT

RENO AVE

SHERIDAN AVE

NW 4TH STREET

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Downtown has a land area of 7.5 square miles.

Oklahoma City metro sees an average of 5,000 new residents a month.

The greater OKC Chamber and Oklahoma Department of Commerce are very active in downtown events and operations.

The largest city in the state, Oklahoma City is located at the crossroads of I-35, I-40, and I-44 in the heart of Oklahoma. The second largest city in the continental U.S. based on geographical size, 1.2 million people call the greater Oklahoma City area home.

Oklahoma County is the state’s largest by population and area, with an estimated 720,000 people

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CHSTRONGLY

DISAGREEDISAGREE

NO OPINION

AGREESTRONGLY AGREE

PRIMARY RESEARCH

I consider the travel time to downtown OKC convenient from my home.

285 Responses

FEMALE 65%

MALE 34%

What is the main reason you visit downtown OKC?

NEVER/RARELY 2%

SHOPPING 3%

SPECIAL EVENTS 10%

MUSICAL/THEATRE ENTERTAINMENT 14%NIGHT LIFE 18%

SPORTS ENTERTAINMENT 23%

DINING 28%

In order to know more about downtown, the team developed a 10-question survey that was put on Survey Monkey and pushed out through various social media.

Survey Results

2%

12%8%

56%22%

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PRIMARY RESEARCH

The team further fleshed out its insight about downtown by conducting an interview on campus with two officials from DOKC

Survey Results

What would you like to see more of in downtown OKC?BUSINESS 2%

NEVER/RARELY VISIT 5%

SPORTS ENTERTAINMENT 6%

DINING 8%

NIGHT LIFE 8%

SPECIAL EVENTS 18%

MUSICAL/THEATRE ENTERTAINMENT 22%

SHOPPING 30%

When you visit downtown OKC for recreational purposes, how much do you typically spend?

N/A I NEVER VISIT 1%

ABOVE $200 0.5%

$150 - $200 2%

$100 - $150 8%

$50 - $100 40%

$50 OR BELOW 48%

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SWOT ANALYSIS

STRENGTHS• A safe urban community. • Affordable living prices compared to

other downtown areas in the region. • Enormous traffic downtown generated by

the strong publicity and goodwill for the Thunder.

• Large sports market.

WEAKNESSES• Relatively few large retailers. • Poor promotion of existing retail outlets

and restaurants in downtown. • Difficult parking • Travel costs and time to get to downtown. • Lack of funding for DOKC. • Long distances to walk.

THREATS• Downtown Dallas seen as much more

attractive by the target audience.• Malls and shopping centers in the

greater OKC area that are outside downtown.

• Competitive events and activities in the greater OKC area (i.e., arts festivals, college sporting events, etc.)

OPPORTUNITIES• Numerous graduates in the area to solicit

downtown. • Lots of middle-age couples and singles

in need of entertainment options. • A growing interest in arts from people

and local government. • The upcoming streetcar system.

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GOALS AND EVALUATION

Increase traffic to downtown districts by 10%.

Increase coverage of campaigns covering the new downtown transportation system by 20%.

Increase retail sales from the downtown shops by 14%.

To measure success, the team advises the client to talk with local parking vendors, district-wide vendors and the like to track changes in sales during the campaign.

Retailers, shops, restaurants, bars, clubs and venues can be measured by contacting them at the end of the fiscal 2015 year and determining if they had a rise in sales over the 12-month campaign.

To evaluate this, the client would have to analyze media coverage for the 12 months prior to the campaign to set a benchmark that the next 12 months of coverage can be measured against. Key local media (The Oklahoman, the Oklahoma Gazette, local TV stations, etc.) should be tracked for this measure.

In fiscal year 2015 we will...

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STRATEGYBased on the team’s research, it is recommended that the following central theme be used for the campaign.

The theme was chosen based on the needs, wants and perceptions of the target audience. The target is a high-energy group of people who are in need of diverse entertainment and recreation options. When people come downtown, they should feel an energetic atmosphere because the area is full of life, diversity and culture in all of its districts.

Energizing downtown, energizing you.

“ ”

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KEY MESSAGESWith the aforementioned energizing theme as an overarching mantra, the team recommends the following four key messages be delivered repeatedly during the campaign. Following each numbered key message are one or more supporting facts that can be used to bolster the key messages credibility and effectiveness.

Downtown Oklahoma City is a great place for people to spend their free time because of the vast array of entertainment and dining options it provides.

• Downtown Oklahoma City has an increasing number of new dining and entertainment options, with over 35 restaurants and 17 bars just within Bricktown alone.

• The downtown nightlife is thriving due to unique clubs and events that can be found on Facebook, such as Club CANDY and the ACM Lab. 11

• Each downtown district offers unique shops and restaurants like the Red Dirt Store, the Iguana Grill and the all new Kd’s that cater to diverse consumers’ tastes.

Downtown Oklahoma City offers seven unique and fun districts in a 7.5-square-mile radius, as well as an array of business venues.

• There are seven different districts downtown: Automobile Alley, Bricktown, Central Business District, Deep Deuce, Plaza District, Film Row, Arts District.

• Information on what all these districts have to offer can be found at http://downtownokc.com/about/districts.

• OKC is one of the largest growing markets for energy, aerospace and defense, technology, transportation, biotech, professional services, distribution services, leisure and hospitality, manufacturing, and financial service.

• The recent completion of the Devon Tower, Oklahoma’s tallest building, is a testament to the thriving business scene downtown.

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KEY MESSAGES Downtown Oklahoma City is truly a “homegrown” big city. Its revitalization in recent years has, in part, placed a focus on providing big city entertainment/amenities with small town charm.

• Traditional southwestern hospitality is evident throughout downtown, whether it is through the pet-friendly hotel system or the promise of a clean, safe environment.

Downtown Oklahoma City is a great option for living because of its affordability.

• OKC was voted the most recession-proof city in America in 2013 by

Forbes magazine.

• The cost of living downtown is among the lowest in the nation’s top 30 cities. 12

• Since the mid-1990s, housing has made a significant return to downtown Oklahoma City, as many projects have been completed or are currently in development, with more proposed for each district.

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STACTICS AND TIMINGObviously, even the best strategy and messaging is useless without a sound plan to execute its delivery. The team recommends the following tactical plan be followed in order to achieve the goals stated earlier in this plan.

12 Hours of Energy Kickoff Event

12 Hours of Energy Kickoff Event

On October 14, 2014, the Myriad Botanical Gardens will transform into a festival to kick off the “Energizing downtown, energizing you” campaign. The event will maintain a constant flow of “energetic” activities to imprint the EDEY campaign theme on the target audience.

A key goal for this event is to involve all parts of the downtown community. Further, including local vendors, radio DJ’s, and other local organizations will help drive media coverage and online buzz about downtown.

To further support this event, the team recommends corporate sponsorships from the following companies be sought: Devon, American Energy Partners, Sand ridge, Chesapeake Energy, OGE, Chase Bank, UMB Bank, and the FC Energy. By securing such corporate sponsorships, the expenses for the kickoff event will be defrayed and word of the event will spread further around the region.

SCHEDULE OF EVENTS11 a.m. - 1 p.m. “Energize 5k” Sponsored by Steel Energy Drinks12 p.m. - 2 p.m. Lunch provided by Sonic12 p.m. - 4 p.m. Live music provided by ACM @ UCO4 p.m. - 6 p.m. Local performances (dancers, street artists, theatre acts, other talents) 4:30 - 6 p.m. “Energy” athlete appearances and autographs6 p.m. - 8 p.m. All over DOKC Scavenger Hunt (winners receive “Thunder” tickets “Energy” tickets. Must utilize social media for the hunt, cover 3 districts.) 6 p.m. - 8:30 p.m. Earl’s Ribs catering and local food trucks ($9 a plate for all-you-can-eat Earl’s)8:30 - 9:30 p.m. Light Show at the Myriad Gardens9 p.m. - 11 p.m. Glowstick Rave (bring in local DJs)

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SA PARTNERSHIP WITH ENERGY FCSports entertainment has proven itself to be a big part of the revitalization of downtown. The Bricktown Ballpark was the first completed MAPS project, and the Thunder and Barons later added to the dynamic sports environment. This trend will be furthered by the arrival of the new professional soccer team in Oklahoma City. Accordingly, the Energy FC could be an important sponsorship/partnership opportunity for DOKC Inc.

Initially, the team advises DOKC Inc. to negotiate with the team to secure 1) tickets for use in social media giveaways, and 2) player appearances throughout the downtown area in support of the EDEY campaign and the team itself. Additionally, an off-season event, such as a children’s soccer camp in the Myriad Gardens, could be led by the Energy FC team to promote the EDEY campaign. (Admittedly, children fall outside the target audience; however, their parents, in many cases, will not.) As with the kickoff event, these partner events could help drive media coverage and online buzz about downtown.

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SDISTRICT CRAWLA “district crawl,” modeled partially after pub crawls that are popular in many cities, can be held each month during the spring and summer months to draw more attention to the retailers and restaurants in downtown OKC. Staging this event would expose the target audiences to the districts and attractions down-town, which could motivate them to visit downtown more in the future

The team recommends DOKC Inc. stage the event one Saturday per month from April to June in 2015 between 11 a.m. and 6 p.m. A trolley service will run to move participants from place to place.

An example of possible locales and activities for each stop are provided below.Midtown: Stop at McNellies for food or coke floats. Auto Alley: Shop around at the local vending stores.Park Plaza: Visit the Murrah Building memorial.Arts District: Visit the OKC Museum of Arts.Film Row: Tour the KOSU Studios.Boat House: Tour the Chesapeake Boat House.Deep Deuce: Go on an apartment tour.Business District: Visit the lobby level of the Devon Tower and walk around in the beautiful Myriad Gardens.Bricktown: Walk around the canal, have dinner or lunch, and enjoy a ride on a water taxi.

TROLLEY STOPSTROLLEY STOPS

Trolleys could pick up and drop off every 30 minutes from these various locations.Team research indicates that each trolley can accommodate 28 people. To defray the trolley expenses, “tickets” for the event should be $8, and issued in the form in the form of a wristband good for transportation during the event. This price also would include a pamphlet about downtown OKC, along with coupons to the various restaurants and vendors that are featured at each stop.

The team recommends that DOKC Inc. rent two trolleys to circle the downtown route from 11 a.m. to 6 p.m. each day.

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SSUMMER “ENERGIZE” SESSIONSOnce a month from May to October 2015, DOKC Inc. should host exercise sessions downtown to help people “energize” themselves. These should be free and open to the public. Depending on weather and the type of exercise chosen, the concourse at the Redhawks stadium and the grassy area around the Myriad Gardens could be used for free. If this tactic is implemented, DOKC Inc. should hire instructors for exercises like yoga, Pilates, kick-boxing and self-defense. The sessions should be held in the time frame between the end of the work day and dusk.

The client should advertise these events on social media and DOKC Inc.’s website. Also, exercise equipment with the DOKC, Inc. logo and the EDEY theme on them should be given away at these sessions. For example, participants could get branded yoga mats at one session; at another session, branded water bottles could be provided; and so on. In addition to the logo and theme, the items could also feature pertinent URLs, hashtags, and the like, space permitting.

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NMEDIA PLANThe campaign is intended to be promoted using social media, radio and outdoor boards as the source for the paid advertising. Advertisements should run two weeks prior to the campaign kickoff event. This is the best use of the client’s advertising dollars because the team feels that people will attend the event in larger numbers if they are frequently exposed to it. The goal of the kickoff event is to obtain free press, such as the Gazette running a story or broadcasting stations covering the event for that day’s news.

We are going to advertise with Tyler Media and their radio stations 93.3,96.5 and 104.1. We feel that our target audience listens to these stations during the morning and the work day and will have a better chance of hearing them. We want to run our radio ads prior to our events to ensure that the maximum amount of people can attend.

RADIORADIO

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NEN ERG IZE D OWNTOWN. EN ERG IZE YO U.

EN ERG IZE D OWNTOWN. EN ERG IZE YO U.

ENERGIZING DOWNTON, ENERGIZING YOU.

ENERGIZING DOWNTON, ENERGIZING YOU.

OUTDOOR ADVERTISINGAs a part of the campaign, the team recommends large displays of the EDEY campaign theme (“Energizing downtown, energizing you”) around the metro area. Billboards and other out-of-home advertisements should be strategically located around the metro area, as well as on I-35 southbound. This should draw traffic to downtown OKC for entertainment options, while also promoting downtown OKC to people who are en route to Dallas, one of downtown OKC’s main “competitors.” The billboards will highlight the “energy” happening in downtown (i.e., entertainment options, recreation venues, etc.). Digital boards should be utilized as part of this effort to display video and animation, which better convey themes of energy and excitement than do still graphics. Below are examples of billboards that might be great to draw attention to downtown OKC.

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NSOCIAL MEDIADOKC Inc. already maintains a strong, active presence on the major social media platforms (Facebook, Twitter, Instagram). As noted earlier, several of the recommended tactics have social media elements incorporated into them, ala the kickoff event scavenger hunt. Obviously, DOKC Inc. should aggressively use its social media presence to promote any of the tactics they choose to implement from this plan.

DOKC Inc. should considering purchasing targeted advertisements on these three platforms – should budgetary resources allow – to amplify the reach of the campaign messages and awareness of campaign events.

This media should be reserved mainly for use by the public. The client should encourage the public to use hashtags and mentions on their posts of downtown. For example:

#downtownenergy or # dokcenergy when you post pictures of something you saw downtown that was energetic. Promotional contests should be offered via this media as well. For example: the best sunset picture downtown will receive two Energy FC tickets.

To properly use this media, the client should follow local organizations and local news stations in hope of getting retweets and

mentions. The client should update information on a consistent basis, publicizing the campaign and other events in downtown OKC.

The client should utilize this media actively through initial phases of the campaign. The blog should be reserved for one employee of the client to give a voice to the campaign and try to gain followers.

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BUDGET

Location $14,000Permit $2,000Gifts/Promotions $6,000Police $4,200Food $10,000Drinks $15,000Stage $1,000EMT $1,120Custodia $7,500Custodial Supplies $5,000Glowsticks $1,900Moon Bounce $100Rumble Appearance $1,200Thunder Girls $600Insurance $2,100Run Insurance $842

KICKOFF EVENT

DISTRICT CRAWL

MEDIA

EXERCISE GROUP

Trolleys $5,000Insurance $1,000

TOTAL$72,562

TOTAL$19,600

TOTAL$18,050

TOTAL$6,000

Bus Bench $150Billboard $1,500Bus Shelter $350Digital Billboard $1,000Radio $90,000Social Media $73,000Energize Sign $1,890Flyers $5,000Promotional Calendars $3,000

$294,501

Instructors $15,600Yoga Mats $1,687.5Water Bottles $550Insurance $212.49

GRAND TOTAL$294,50124

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APPENDIX

About. (n.d.). Retrieved February 17, 2014, from http://downtowndallas.com/about/#/cleanteam

Around. (n.d.). Retrieved February 17, 2014, from

http://downtowndallas.com/around/#/ride/dlink

City of Oklahoma City | News from OKCGOV. (n.d.). Retrieved from

http://www.okc.gov/news/2012_07/Dowtown_trash_goes_solar_with_new_BigBelly_waste_and_recycling_

bins.html

City of Oklahoma City | Public Information & Marketing. (n.d.). Retrieved from

http://www.okc.gov/maps3/advboard.html

City of Oklahoma City | Public Information & Marketing. (n.d.). Retrieved from

http://www.okc.gov/maps3advboard.html

Edwards, A. (2013, March 28). Traffic changes coming to downtown OKC | KFOR.com. Retrieved from http://kfor.com/2013/03/28/traffic-changes-coming-to-downtown-okc/

Flick, D. (2014, February 17). Three Dallas neighborhoods near downtown combine forces | Dallas Morning News. Retrieved from http://www.dallasnews.com/news/community-news/white-rock-east-dallas/

headlines/20140215-three-dallas-neighborhoods-near-downtown-combine-forces.ece

Folger/KOCO, P., & Schambach/KOCO, J. (2012, October 1). Believe in Oklahoma: Downtown Rebirth, Part

1 | Oklahoma City - OKC - KOCO.com [Video file]. Retrieved from http://www.koco.com/believe/Believe-

in-Oklahoma-Downtown-Rebirth-Part-1/16811130

The following sources were used as part of the team’s secondary research:

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KOCO (2013, July 26). New office building to take place of Stage Center in Downtown OKC | Oklahoma City - OKC

- KOCO.com. Retrieved from http://www.koco.com/news/oklahomanews/okc/new-office-building-to-take-

place-of-stage-center-in-downtown-okc/21192312

Konopasek, M. (n.d.). Downtown Arena Events Add $30 Million To Local Economy - News9.com - Oklahoma City,

OK - News, Weather, Video and Sports |. Retrieved April 14, 2014, from http://www.news9.com/

story/25244648/downtown-arena-events-add-30-million-to-local-economy

Lackmeyer, S. (2013, November 8). Downtown OKC, Inc. President: Streetcar will be a game changer for city | News

OK. Retrieved from http://newsok.com/downtown-okc-inc.-president-streetcar-will-be-a-game-changer-for-

city/article/3902604

Neighborhood Scout (n.d.). Dallas TX crime rates and statistics - NeighborhoodScout. Retrieved March 15, 2014,

from http://www.neighborhoodscout.com/tx/dallas/crime/

NewsOK (2012, May 25). NewsOK Videos. Retrieved from http://newsok.com/downtown-oklahoma-city-basketball- court-opens/multimedia/video/1656886913001

Nicholson, E. (2012, October 4). There are Bike Lanes Downtown, But it Might Take a While for Everyone to Play

Nicely | Dallas Observer. Retrieved from http://blogs.dallasobserver.com/unfairpark/2012/10/downtown_

bike_lanes_are_progre.php

Oklahoma City Convention & Visitors Bureau Partners. (n.d.). Retrieved from http://www.visitokc.com/restaurants/

uniquely-okc/

Oklahoma City Districts | Neighborhoods in Oklahoma City. (n.d.). Retrieved from

http://www.visitokc.com/visitor-info/okc-districts/

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“Crime Rates for Dallas, TX.” Dallas TX Crime Rates and Statistics. N.p., n.d. Web. 11 Apr. 2014

“Downtown Resident Survey 2013.” DOWNTOWNOKC.com. N.p., n.d. 26 Apr. 2014.

“DOWNTOWN TULSA.” Downtown Tulsa. N.p., n.d. Web. 11 Apr. 2014.

“Downtown Council – Downtown Council of Kansas City.” Downtown Council – Downtown Council of Kansas

City. N.p., n.d. Web. 11 Apr. 2014.

“Downtown Fort Worth - Events, Dining, Nightlife, Projects, Volunteer Info - Downtown Fort Worth.” Downtown

Fort Worth - Events, Dining, Nightlife, Projects, Volunteer Info - Downtown Fort Worth. N.p., n.d. Web. 11

Apr. 2014.

Forbes. Forbes Magazine, n.d. Web. 11 Apr. 2014.

“Kansas City Convention & Visitors Association.” $5 Billion Reasons to Meet in KC: VisitKC.com Official Travel

Source. N.p., n.d. Web. 11 Apr. 2014.

“Kansas City’s Motto: Go Big or Go Home #BigKC.” Under30CEO. N.p., n.d. Web. 11 Apr. 2014.

“Kansas City Convention & Visitors Association.” Kansas City: VisitKC.com™ Official Travel Source. N.p., n.d. Web.

11 Apr. 2014.

“There Are Bike Lanes Downtown, But It Might Take a While for Everyone to Play Nicely.” Unfair Park. N.p., n.d.

Web. 11 Apr. 2014.

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