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Marketing & Publicity ReportBroadcast, Online, Print

Prepared for: Confidential

Prepared by: Valerie Michele Oliver, Publicity Director

CONFIDENTIAL DOCUMENT

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ContentsOverview

Broadcast - Cable

Broadcast - Radio

Online

Print

Media Coverage Statistics

Conclusions

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OverviewWhat is marketing & publicity?

Marketing is everything CONFIDENTIAL does to attract people to: 1) attend our

productions on a regular basis; 2) participate in our Company’s vision, mission, and

productions; or 3) interact with us and each other through any communications

channels we’ve established.

Marketing is finding the right people to attract or persuade into a relationship with

us.

Marketing has many strategic approaches including research, planning, pricing,

packaging, programming, sales, public relations, and publicity.

Publicity is the act of relaying information through a third-party gatekeeper or entity

(e.g., the media) to reach a larger or mass audience for a specific purpose.

Publicity service was engaged by CONFIDENTIAL on October 8.

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Overview (cont.)

A two week information, education and ramp-up period concerning

CONFIDENTIAL was conducted prior to submitting a publicity strategic

approach for CONFIDENTIAL, premiering approximately eight (8) weeks from

the date of hire.

The second week of the ramp up period was spent establishing marketing

communications channels to enhance and support CONFIDENTIAL publicity

efforts to the press and audience reached through press coverage,

Further, the publicity director subscribed to and participated in mailing lists &

discussion groups specific to arts in the area, and the genre in general as

additional publicity channels.

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Overview (cont.)

The third (3rd) week was focused on creating a comprehensive press list including

broadcast, radio, and print media (newspapers, magazines, and newsletters). Due to the

late date at which publicity efforts began, print versions of magazines were contacted

only if they had electronic Web versions of the publication available.

Publicity in the form of press releases began being disseminated on October 30, also the

third (3rd) week.

PRESS RELEASES WERE WRITTEN IN A HYBRID FORMAT (INNOVATIVE IDEA): one

that merged a traditional press release with a well-written, ready-to-publish-as-is article.

This format was created with editorial realities in mind: some press don’t have the

resources to assign someone to write an article, or don’t have the time. A well-written

article offers the reader much more information and other content than a simple, news

brief most press releases generate in local community publications. Publicity tracked this

custom approach to gauge its usefulness in getting more in-depth coverage by media.

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Overview (cont.)

STRATEGIC ACCOMPLISHMENTS & HIGHLIGHTS

• Created marketing venues to enhance publicity, wrote and published content on

them to provide additional points of information, education, and interactive contact

for CONFIDENTIAL audience, supporters (prior, current & potential), and the press

including a blog, YouTube Channel, and an Online Press Room;

• Conducted interviews with CONFIDENTIAL and CONFIDENTIAL and published

them as audio & video podcasts accessible from the new online venues;

• Secured a volunteer to translate the English version of the CONFIDENTIAL flyer

into Spanish, researched & identified locations for flyer dissemination, and

distributed them;

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Overview (cont.)

STRATEGIC ACCOMPLISHMENTS & HIGHLIGHTS (cont.)

• Stocked the Online Press Room with easily accessible content for media needing more

than the materials in a traditional press kit sent by email, including: Cast biographies and

photos; artistic director biography and photo; musical director and principal conductor

biography and photo; pianist CONFIDENTIAL biography and photo; audio and video

podcast interviews with the artistic and musical directors; CONFIDENTIAL flyer; and a

magazine article titled, “CONFIDENTIAL,” published by CONFIDENTIAL magazine in

their February issue.

• Achieved above industry standard coverage by cable, radio, online & print sources

using two (2) hybrid press releases written from two (2) different points of view. Five (5)

out of eight (8) pre-performance print articles used all or most of the content in the

releases. This represents about a sixty-two (62%) response rate.

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Overview (cont.)STRATEGIC ACCOMPLISHMENTS & HIGHLIGHTS (cont.)

• Facilitated an appearance on Poughkeepsie Live! cable TV show following a

contact set up by CONFIDENTIAL;

• Contacted WAMC Northeast Public Radio to host CONFIDENTIAL on their

Performance Space segment, a part of their popular show, The Roundtable;

• Offered press passes by email and personal calls to performances for

reviews. Four representatives confirmed: CONFIDENTIAL, James Herald-

Record (Fri., Dec, 5 at 7:00 p.m.); CONFIDENTIAL, D&H Canvas (Fri., Dec. 5

at 7:00 p.m.); CONFIDENTIAL, The Sentinel (Sat., Dec. 6 at 3:00 p.m.) and

CONFIDENTIAL, Warwick Dispatch (Sat., Dec. 6 at 7:00 p.m.). Two (2) reviews

have been confirmed to date.

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Overview (cont.)ASSESSMENT & EVALUATION STRATEGY HIGHLIGHTS

Set up Google Analytics program to track Blog usage prior, during, & after the production;

Collected data from YouTube to conduct usage analysis prior, during, & after the production;

Performed research via Google & other search engines to discover and capture presence & coverage

via online resources prior, during, & after the production;

Conducted research on the state of affairs affecting CONFIDENTIAL audience response using

formative evaluation strategy to help plan and prepare strategic responses and solutions for

CONFIDENTIAL executive director and board of directors;

Performing research on the state of affairs affecting the genre in general via personal conversations,

news articles, mailing lists, and discussion groups to identify the obstacles and issues facing the genre in

the national and international arenas, to help plan and prepare suggested strategic marketing campaigns

and publicity responses and solutions for the executive director and board of directors.

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Broadcast

Broadcast publicity was accomplished in two forms: cable and radio.

Press releases, Online Press Room link, and any subsequent specific text, photo, audio

or video resource requests were provided to the following: Time Warner Cable 6, Jubilee

Presents (WTBQ), WKVR (Poughkeepsie), WHUD (Beacon), WMHT-Classical, Total

Access Live (WTBQ), WAMC-Northeast Public Radio, and WWLE (Newburgh).

Publicity efforts resulted in two (2) coverage responses from broadcast media to host

CONFIDENTIAL: Time Warner Cable 6 and WAMC-Northeast Public Radio.

Eight (8) unique broadcast sources were contacted with two (2) coverage

responses: a twenty-five percent (25%) response rate (10% is the high-end

industry standard response rate). CONFIDENTIAL received an above standard

response.

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Broadcast (cont.)CABLE

Station: Time Warner Cable 6

Program: Poughkeepsie Live!

Content: Selected Arias, Duets, and Trio from CONFIDENTIAL, and Interview with CONFIDENTIAL

Dates and times: Thursday, November 20, 7 p.m. (Live). Taped segment aired: Thursday, November 20, 8:00 p.m.; Friday, November 21, 9:30 p.m.; and Monday, November 24, 9:00 p.m.

Host/Producer: CONFIDENTIAL (Producers)

Coverage/Reach: Five (5) counties—Dutchess, Greene, Orange, Sullivan and Ulster (approximately 200,000 homes)

Additional program access: DVD ($25.00 purchase price)

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Broadcast (cont.)RADIO

Station: WAMC Northeast Public Radio

Program: The Roundtable, Performance Place segment

Content: Selected Arias and duets from CONFIDENTIAL and Interviews with CONFIDENTIAL

Dates and times: Tuesday, December 2 @ 11:00am Host/Producer: CONFIDENTIAL

Coverage/Reach: Serves parts of seven (7) states—New York, New Jersey, Connecticut, Massachusetts, Vermont, New Hampshire and Pennsylvania (NYS counties include: Orange, Dutchess, Sullivan, Ulster, Columbia, Greene, Delaware, Otsego, Schoharie, Albany, Saratoga, Fulton, Herkimer, and more)

Additional Program Access: Podcast On-Demand at: CONFIDENTIAL link

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Broadcast (cont.)

RADIO

WAMCNortheast Public Radio Coverage Map

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OnlineOnline resources are an integral part of a publicity strategy in the 21st century. Most

media companies (cable, print, and radio), arts and related-organizations and

businesses have Web sites and/or blogs. A growing number of press only have

online media to bypass the cost of maintaining a print presence, particularly those

whose content caters to a youth audience. The CONFIDENTIAL publicity strategy

recognizes the online world (including mailing lists, discussion groups, and social

media networks) and targeted that market of individuals who access and interact

with information and people using online technology.

This was viewed as especially important since it was too late for magazines to

include articles or briefs about CONFIDENTIAL. Typically, magazines prepare

content for their print publications from six (6) to three (3) months prior to the print

date.

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Online (cont.)

Press releases, Online Press Room link, and any subsequent specific text, photo,

audio or video resource requests were provided to the following:

Jubileepresents.com (Jubilee Presents Multicultural Arts), excitingread.com

(Hudson Valley Life and Hudson Valley Parent), th-record.com (Times Herald-

Record), artsinorange.org (Arts in Orange), orangemagazineny.com (Orange

Magazine NY), midhudsonnews.com, tricountywoman.com (Tri-County Woman),

orangearts.org (Orange Arts), wvdispatch.com (Warwick Dispatch), occf-ny.org

(Orange County Citizens Foundation), newburghsalon@yahoogroups.com

(Newburgh Arts Salon), insideouthv.com (InsideOut Hudson Valley),

OperaCenterStage@yahoogroups.com (Opera Center Stage), facebook.com

(Opera Singers Network and I Love Opera),

parlourofoperalovers@yahoogroups.com (Parlour of Opera Lovers),

Westchester.com, and hvpress.net (The Hudson Valley Press).

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Online (cont.)

Google and other search engines were used prior, during, and after

CONFIDENTIAL. During this ongoing research, posts or citations were discovered

on web sites not included in the publicity strategic plan. These include

CONFIDENTIAL cast web sites, and miscellaneous others.

It’s important to track citations and coverage of CONFIDENTIAL online to get an

idea of the BUZZ occurring about the Company that may be generated from any

number of sources outside the control of CONFIDENTIAL. It’s good to know what’s

being said, when, and by whom.

These citations, plus social media networks and other online entities on which the

publicity director personally posted items are not included in the forthcoming

Response Rate statistics.

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Online (cont.)

Seventeen (17) unique online sources were contacted in total.

Out of that total, thirteen (13) received press releases. Thirteen (13) is the base

number used for the following statistics.

Publicity efforts resulted in four (4) citation/coverage responses (articles, news

briefs, or calendar citations) from three (3) unique online media sources :

artsinorange.org (Arts in Orange), ocartscouncil.org (Orange Arts/Orange County Arts

Council), and RecordOnline.com (Times Herald-Record).

Thirteen (13) online sources were contacted with four (4) coverage responses: a

thirty-one percent (31%) response rate (10% is the high-end industry standard response

rate). CONFIDENTIAL received an above standard response.

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PrintPrint publicity was provided to the three major newspapers with the largest circulations in the

Lower Hudson Valley, smaller newspapers that serve smaller communities within the areas also

covered by the larger publications, and only a few magazines and newsletters targeted to

Hudson Valley readers, requesting inclusion in their Web sites if CONFIDENTIAL missed their

print publications deadline.

Press releases, Online Press Room link, and any subsequent specific text, photo, audio or video

resource requests were provided to them. Representative newspapers: Cornwall Local, Goshen

Independent, Las Noticias, Mid-Hudson News, Orange County Post, The Hudson Valley Press,

The Sentinel, Times Herald-Record, and Warwick Dispatch. Representative magazines &

newsletters: ArtSpace, Delaware & Hudson Canvas, Hudson Valley Life, Hudson Valley Parent,

InsideOut Hudson Valley, Orange Magazine NY, Orange Arts, Orange County Citizens

Foundation, and Tri-County Woman.

In some cases (e.g., Times Herald-Record), releases were distributed to multiple press

representatives who cover different departments in the publication to expand coverage

opportunities.

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Print (cont.)

Press releases were sent to twenty (20) press representatives at eighteen (18)

unique print sources.

Publicity efforts resulted in six (6) unique responses from the eighteen

(18) unique print sources: Cornwall Local. Delaware & Hudson Canvas, Mid-

Hudson Times, Times Herald-Record, The Sentinel, and Warwick Valley Dispatch.

CONFIDENTIAL received ten (10) coverage items.

These nine (9) print items included articles, briefs, citations (pre-, live-, and post-

opera performances) identified to date.

Eighteen (18) unique print sources were contacted with ten (10) coverage

responses: a fifty-five percent (55%) response rate (10% is the high-end

industry standard response rate). CONFIDENTIAL received an above standard

response.

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Media Coverage Statistics

• CONFIDENTIAL exceeded industry standard in all three media distribution channels

independently and as a whole (broadcast, online, and print).

• CONFIDENTIAL exceeded the low-end of the industry standard by thirty-nine percent (39%).

• CONFIDENTIAL exceeded the high-end of the industry standard by thirty-one percent (31%).

Unique Contacts Coverage ResponseResponse Rate (%)

DO NOT ADD DOWN

Broadcast 8 2 25%

Online 13 4 31%

Print 18 10 55%

TOTALS 39 16 41%

Industry standard response rates for media response is 2% (low end) and 10% (high end).

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ConclusionsThe CONFIDENTIAL publicity campaign for CONFIDENTIAL was successful in

using the media and other sources of exposure. All communications channels—

independently and in combination—achieved above standard coverage, exceeding

audience reach beyond the two percent (2%) to ten percent (10%) averages for

publicity campaigns.

Thank you for the opportunity to serve to CONFIDENTIAL.