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Spectrum PR

30th Anniversary Celebra-

tion

INTRODUCTION- Letter of Transmittal……………………………………………………3- Executive Summary……………………………………………………4

RESEARCH- Introduction………………………………………………………………5- Problem Statement, SWOT Analysis & PEST Analysis……………..6- Analysis of Key Publics…………………………………………….…..8

PLANNING- Goals & Objectives……………………………………………..………9

IMPLEMENTATION- Strategy…………………………………………………………………10- Tactics & Tools………………………………………………………….- Calendar………………………………………………………………..13- Budget…………………………………………………………………..14- Alternative Budget……………………………………………………..15

EVALUATION- Criteria,Tools and Measurements, & Anticipated Results…………16

SPECTRUM PR- Mission Statement & Qualifications…………………………………18

APPENDIX- News Release………………………………………………………….21- PR Action Plan Timeline………………………………………………23- Flier……………………………………………………………………..25- References…………………………………………………………….26

Medieval Times Dinner and Tournament 7662 Beach Blvd

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Buena Park, CA 90620

October 6, 2015

Dear David Manuel,

In response to your request for proposal, Spectrum Public Relations is pleased to present a campaign that is concentrated on highlighting The Me-dieval Times Dinner and Tournament’s 30th Anniversary and seizing the opportunity to improve audience capacity level.

As stated in the executive summary, Spectrum PR aims to draw 53,160 at-tendees to Medieval Times in June 2016, a 3% increase from last year. The traditional media, social media and community outreach that you will find in this proposal are creatively-inspired and detailed through extensive research by our team.

Our campaign slogan, “30 Days of Giveaways” is inspired by Medieval Times 30th anniversary and will bring the target audience in to celebrate its Pearl Anniversary.

Thank you for the opportunity to share our ideas with you. We look forward to exceeding your expectations.

Sincerely,

Alyssa NetherlandPresident

Executive Summary______________________________________________

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Spectrum Public Relation’s campaign, the Pearl Anniversary, is designed to in-crease the number of attendees for June 2016. Medieval Times has had a steady rise in attendance within the past three years. Currently, the Medieval Times budget has pro-jected a 2% increase in attendees for June 2016. Spectrum’s primary goal is to boost attendance to 3% for an overall attendance of 53,160 audience members for Medieval Time’s 30th anniversary.

Historically, attendance has increased, but at a slower rate each year. The Spec-trum Public Relations team aims to reverse this trend by capitalizing on the Medieval Times 30th Anniversary. This milestone will provide an excellent opportunity to attract our key public of adults ages 28-35.

Our target audience for the Pearl Anniversary campaign are likely candidates be-cause this demographic is financially stable, but is still active with various social media platforms. This group will engage in the dinner and tournament entertainment and will also be likely to bring their family to join in on the celebration.

The goal of the Pearl Anniversary campaign is to improve attendance at the Me-dieval Times events through the execution of our diverse objectives, strategies and tac-tics. This plan will incorporate three tactics: community engagement, social media and traditional media, to draw in our target audience for the 30 year celebration.

Community engagement will play on the theme, by establishing “Pearl Posts” in various spots in the local community. These six locations will include a site for fun photo opportunities using medieval props, and each visitor will be handed a pearl necklace with a coupon for 30% off admission as an invitation to Medieval Times 30th Anniver-sary celebration in June.

Our campaign will also promote the Pearl Anniversary through traditional and so-cial media. Traditional media will include a news release, pitch letter, fliers and coupons and will be distributed throughout the local communities. We will also utilize social me-dia platforms such as Facebook, Twitter and Instagram to spark interest in the 30th an-niversary by prompting the pubic to submit original photos using our designated hash-tags for a chance to win various “pearl prizes”.

The projected budget for for the campaign will be $25,000. The detailed breakdown for the cost of each tactic and tool can be viewed in the budget analysis.

The primary method of evaluation will be ticket sales. Qualitative evaluations will be determined during the Pearl Anniversary in the month of June as well as the amount of generated social media impressions.

Research______________________________________________

PROBLEM STATEMENT

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Medieval Times will be celebrating its’ 30th Anniversary in June 2016, providing an opportunity for promotion as well as an increase in attendance. Through a carefully built campaign focusing on community engagement as well as social media and tradi-tional tactics, Spectrum PR aims to increase the attendance in June of 2016 for this cel-ebration.

SWOT ANALYSIS

STRENGTHS From our key research findings we have observed that Medieval Times is the

number one dinner attraction in North America and Buena Park’s prime Southern Cali-fornia location is an added bonus. Audience members are constantly looking for new and exciting things to do and Medieval Times offers a package that includes everything needed for a fun and entertaining night. Instead of paying for admission, food, sou-venirs and shows separately, Medieval Times offers an inclusive deal with a meal fit for kings to go along with a one of a kind show for only the price of admission. Our re-search shows that the most sizable audiences are drawn in on family-oriented days such as Father’s Day and Graduation Celebrations and also days which discounts are accepted. Adults can come with a group of friends for a night out, or as a family for a way to entertain the children with some embedded, historical education.

WEAKNESSESAttendance statistics have shown 70% of Medieval Times attendance uses a dis-

count when purchasing tickets, and the discounts are significant. In the past, Medieval Times has offered many “Buy One, Get One Free” specials that increase audience, but not revenue. Offering discounts with admission entirely free could mean that half of the audience is getting a free meal. Kids tickets are almost half the price of adult tickets with regular priced admission, but they are given the same plate of food as an adult paying double the cost of a child’s ticket. Audience members in the past have not taken advan-tage of any of the three premium ticket packages as much as planned. These packages also include the audience involvement and interaction that attendees are looking for that makes the entertainment and dinner experience unique from other forms of attractions.

OPPORTUNITIESOur research has shown that there are many opportunities for improvement in at-

tendance which ultimately translates to an increase in revenue. Medieval Times has the potential to become an anticipated event first increasing presence on Social Media by incorporating the “Knight on the Town” theme. Audience analysis has highlighted that

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the attendees seek an experience that is more interactive and that exposure can start before even entering the arena. With Facebook pages or quizzes, Instagram “pearl posts” or tweets about the 30th anniversary, potential audience members could take part in their knight’s performance or style, which also gives them anticipation for the Me-dieval Times 30th anniversary. June marks the month 30th anniversary, or the “Pearl Anniversary” of Medieval Times which is the perfect opportunity to celebrate using pro-motions. After analyzing attendance statistics and audience feedback, it is apparent that people are drawn to Medieval Times when they are able to use discounts. Instead of of-fering entire admission free, revenue will increase if the potential audience believes they are taking advantage of a deal. Instead of Buy One, Get One Free discounts, the 30th anniversary should offer discounts for seasonal or special drinks at a discount price, new souvenirs only offered during the anniversary period and a chance for audience participation in the show. By doing this, the audience will be more excited to come to the event because they know that the 30th anniversary will bring limited time offers. Community engagement, including guerrilla stunts, photo booths and social media inter-action will give audience members a feel for the dinner attraction experience that is dif-ferent from other types of entertainment nearby.

THREATSBuena Park is also home to many renowned entertainment sites including Knott’s

Berry Farm and its close by neighbor Disneyland. Costs for Medieval Times and amuse-ments parks are comparable and can cause a threat to the 30th anniversary audience attendance. These sites also are known to offer discounts and serve the same purpose, which is entertainment for all ages.

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Strengths

• Number 1 dinner attraction in North America

• Entertaining for all ages• Includes entertainment and a meal• Established form of dinner entertain-

ment for the last 30 years• Well-known-involved in the community• only one location on the West

Coast(makes it unique)• Holidays

Weaknesses

• Attendance with no discounts applied• Adult audience members • Audience Participation, budget, location • Royal Package, Celebration Package,

King’s Royalty Package• Kids admission tickets are cheaper but

they get the same deals as adults (food)

Opportunities

• Create an unforgettable experience• Use of social media to create awareness

of 30th Anniversary• Discounts for specials other than admis-

sion• drinks, photos, souvenirs, meet and

greets • Audience Involvement• Throw out souvenirs to audience • Make the price seem like a deal• promote everything ticket includes

Threats

• Knott’s Berry Farm• Disneyland • Price compared to other attractions

around Buena Park

PEST ANALYSIS

Political

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Medieval Times is currently in a sweet spot in regards to traffic. In 2008 the ef-forts to increase the Buena Park “e-zone” included the removal of the Wax Museum in order to make space for a parking lot for upcoming additions. Although this brought worry to Medieval Times, they found no decline in attendance. This did however remove another attraction that drew tourists to Buena Park, yet with the upcoming entertainment zone the projection for traffic frequency is predicted to increase. According to the ECS (Economics Consulting Services) over 1.1 million residents have migrated to the country since 1970, on average this was 50,000 a year. These numbers are projected to in-crease as more attractions are brought to Buena Park. Aside form the upcoming attractions, another strength in regards to the location of Medieval Times is the proximity to the major freeways such as: 91, 5, 22, 405, as well as the beach boulevard, 39. Economic The economic standpoint for Medieval Times will be extremely advantageous in regards to the upcoming event. According to the U.S. Bureau of Economic Analysis, personal income has increased since 2013, starting at 13, 891.3 and reaching 15, 221.3 in 2015 (billions). With this being said, personal income has also increased in response. In 2013, personal income increased from -14.7 to 3.5 in the second quarter of 2015. This 18.2 increase occurred within only two years, at this rate Medieval Time’s event should be occurring at the most opportune time, when families will be vacationing and taking advantage of the healthy economy. Unemployment has also been at a steady de-cline since 2010. The rates decreased to 5.10 percent in August from 5.3 in July of 2015. With increasing wages and more secure incomes, more opportunity is provided for tourists to visit the E-Zone, which includes Medieval Times. According to The Source’s PR Plan, Medieval Times dinner theater brings in 600,000 visitors per year, with a total of 6,375,000 visitors to the Buena Park E-zone area overall. If this rate of growth continues and remains the same within the next year, the visitor rate could increase to 6,888,700 per year, not including the traffic brought by The Source. Social One major audience that will bring much attraction to Medieval Times is the Game of Thrones demographic. With this theme becoming more mainstream the draw and audience of Medieval Times will also increase. This along with the financial stability of the economy promotes travel, which will increase tourists in Southern California. One factor that has been noted is the rainy season upon us, as well as the attrac-tions that will lose their clientele due to this. Because of the large following and publicity Disneyland brings, attracting tourists to Southern California is relatively easy. During rainy season, it has shown that when amusement parks such as Knott’s Berry Farm or Disneyland are hit with winter rain, Medieval Times increases in sales.

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Another social draw is Medieval Time’s involvement with the charitable education programs. During this time of year, more people are inclined to be involved with charity work as the holidays approach. Medieval Time’s involvement entices families to support this company seeing as they are a charitable organization as well. Technological The biggest opportunity that has arisen with Medieval Times is the new develop-ment of The Source. Located in the “Center of the Southland”, this is a 450,000 square foot multi-experimental retail destination. Within a 20 minute driving distance, 3 million residents are located within this radius. With these 3 million, there are residents who may not have heard of Medieval Times or taken the time to attend. With another inclina-tion bringing guests to this area, there is more of a draw to the Times as well. About 43 million people visit Orange County each year as well, with this attraction as well as the draw of Disneyland and the other theme parks in the area, there will be much more fre-quenting traffic. This center will also bring 5,000 jobs and boost the member of visitors to the area to nearly 11 million from 6.4 million. According to the PR Plan put together by The Source, Medieval Times is the top strength within the SWOT analysis, proving that in turn they can be our biggest strength and opportunity as well. 170 plus hotel rooms are projected to finish by the end of 2015, increasing overnight stays and long term vacationers as well.

Analysis of Key Publics____________________________________________________

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The main target group for Spectrum PR is 28-35 year olds within the Orange County area. This demographic includes the adults within the age range who would still make use of social media, as well as the beginning families. This demographic will be focused within six surrounding cities of Buena Park, which are as follows:

1. Buena Park2. Fullerton, (Downtown)3. Orange, (Old Town Orange Circle)4. Anaheim5. Westminster6. Brea, (Downtown Brea)

According to the online database, eMarketer, our target group catches the primary users of social media, which is advantageous when gearing towards our media tactic. This will initiate the word of mouth as well as raise involvement in publicizing the 30 th Anniversary. The individuals that make use of social media platforms such as Insta-gram, Facebook and Twitter, will become aware of the event as well as the contest that will be occurring.

The social media tactic will gear towards the six cities through the social media tool, Snapchat. This will allow specific involvement from the residents in these cities as well as provide a closer proximity and distance of travel for our aimed demographic.

Another rationale for this demographic is the financial stability of these individuals. Ac-cording to Esri Business Analyst, the stability of household finances and disposable in-come becomes stable at age 25-34. Considering this falls over the demographic for our targeted audience, we are reaching individuals who are secure and able to attend these luxury events.

Reaching households within this demographic will not only be advantageous because of the financial stability, but also in recognizing the availability for travel. Families within this age range will have kids just young enough to be interested in knights and medieval activities, and will also have the vacation time to go on these trips. This then also be-comes an opportunity for Spectrum PR’s campaign when focusing on the final prize, of a family trip.

Goals & Objectives______________________________________________

GOAL

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To increase revenue at the Medieval Times Dinner and Tournament through the 30th Anniversary celebration.

OBJECTIVE

Draw a maximized audience of 153,160 attendees, a 3% increase from last year, to the Medieval Times Dinner and Tournament during the 30th Anniversary.

Strategy___________________________________________ “30 DAYS OF GIVEAWAYS”

In order to increase attendance by the month of June, as well as incorporating the 30th anniversary, Spectrum PR has incorporated a 30 Day’s of Giveaways. In

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doing this, each week Medieval Times will give away a different gift to their guests upon entrance. This will give the guests an incentive to come during the anniversary month, as well as increase attendance overall. During the final day of the 30 days, a final prize will be distributed to three lucky guests. We will also in-corporate a social media raffle, those that enter the raffle via social media will also get the opportunity to win the prize. There will also be 10 secondary prize winners as well, which will receive a free admissions ticket with no specific return date.

The prizes for the week of June will all incorporate a pearl theme using the logo we have created on each giveaway, to highlight the 30th anniversary. The gifts for the week of June will be as follows:Week 1: GobletWeek 2: Pearl CrownWeek 3: Foam shield and swordWeek 4: Cloak

Tactics & Tools

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___________________________________________Social Media TacticSocial media will be one major tactic that Spectrum PR will take advantage of. In order to spread the word and awareness of Medieval Times, and more specifi-cally their 30th Anniversary, we will incorporate a “Royal Treatment Raffle”. Using social media platforms such as Facebook, Instagram, and Twitter, we will en-courage our clientele to post images, as well as blurbs, in reference to our 30 th Anniversary, pearl theme, or Medieval Times in general. Following these posts they will be encouraged to use the hashtags (#pearlanniversary, #aknighttore-member, #30daygiveaway, #pearlpost), which will then enter them to win the final raffle prizes. This will also tie into our community engagement, using the pictures that will be taken and incorporating those into the posts as well.

The more hashtags and social media platforms used by the contestants, the bet-ter chance of winning the raffle. They are allowed to post multiple posts via the same platform, as long as the content differs and incorporates the required themes. This will not only include audience interaction but it will also raise aware-ness about Medieval Times and the events that are taking place.

Another social media platform that will be taken advantage of is Snapchat, being used as a tool for our community engagement. A geofilter will be created and used as a clue to direct our participants to the designated locations. Much like the hashtag tool, this will raise questions and awareness of the events occurring at Medieval Times.

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Tools • Hashtags:

o #pearlanniversary

o #aknighttoremembero #30daygiveawayo #pearlpost

• Twitter• Instagram• Facebook• Snapchat

Community Engagement TacticIn order to incorporate community engagement, Spectrum PR will display face-less cutouts of the knights (“Pearl Posts”) of the show in six different locations. These locations include: Buena Park, Downtown Fullerton, Old Town Orange, Anaheim, Westminster and Downtown Brea. Each of these knights will in some way incorporate a pearl theme, whether shown on their attire or wearing a pearl necklace, promoting the pearl themed anniversary. At these cutouts, individuals will be encouraged to take pictures with their faces within the cutouts. Posting these images via social media will enter them within the “Royal Treatment Raffle” as long as they also include the hashtag(s) within their posts. At these cutouts there will also be instructions on how to post their image, what posting the image includes, as well as fliers promoting the “30 Days of giveaways” and Medieval Times 30th Anniversary.

This is where the Snapchat geofilter will also be incorporated. Within a certain proximity to each location of the “Pearl Post” the geofilter will appear, as a clue to the participants as to the exact location. There will also be clues posted via social media, directing our followers to participate at the locations. The advantage of

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Medieval Times

the geofilter will be not only providing a clue to those that are following the activi-ties, but it will also raise questions to those that aren’t familiar with the event.

Tools: • “Pearl Posts” (cutouts)• Snapchat geofilter

Traditional Media Tactic:

Using a broad tactic, our traditional media will include print items such as a press release, gift certificate as well as fliers. Using these tactics will start the word of mouth, as well as provide an incentive to come to Medieval Times.

The news release will outline the 30th Anniversary celebration at Medieval Times. Using an online distribution service, we anticipate wide coverage for our release.

Coupons will also be distributed at various locations including: grocers, schools, banks, and other stores and also attached to necklaces handed out at our “Pearl Post” stations. The coupon will feature a 30% off admission coupon and will be valid throughout the month of June.

The final print tactic will include fliers, which will initiate word of mouth and inform our audience of the up-coming events, contests, as well as activities that are coming up. These will be posted in various loca-tions as well, including the six locations of the “Pearl Posts” and in the cities in which those are located.

Tools: • Coupons• News Release• Fliers

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Campaign CalendarTASK START DATE END DATE DURATION

Pre- Campaign

Permit Processing Period March 1 April 1 1 Month

Pearl Posts May 1 June 1 1 Month

Decorate Castle April 15 May 1 2 Week

Order Supplies to Decorate Castle November 1 November 7 1 Week

Order Gifts/Props for Pearl Post Items February 1 February 7 ! Week

Costume Contest June 1 June 30 1 Month

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Campaign CalendarCampaign

Announce & Promote Coupons on Mobile Site

May 15 June 30 1.5 Months

Send Out Press Kit May 23 May 30 1 Week

Announce & Promote Costume Con-test

May 15 June 30 6 Weeks

Give Aways Begin June 1 June 30 1 Month

Create

Pitch For Long Lead Media May 23 May 30 1 Week

Pitch For Short Lead Media May 1 May 7 1 Week

Schedule Social Media Posts April 1 June 30 3 Months

Draft Press Releases May 15 May 22 1 Week

Evaluation July 1 July 10 1.5 Weeks

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Spectrum PR_________________________________________

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Qualifications

Alyssa Netherland- President

Alyssa studies Public Relations and Spanish at Cal State Univer-sity Fullerton and is currently an intern with the City of Anaheim’s Communications Group. Last Spring, she led a team to plan and execute a sold out event for the Newport Beach Film Festival’s Mexican Spotlight. She has been a member of the Gamma Phi Beta sorority on campus as well as a member of the PRSSA club for the last four years and will gradu-ate Spring 2016.

Alana Polce - Client Relations

Alana is currently pursuing a Bachelors Degree in Public Re-lations and a Minor in Spanish.

She is an intern at ID PR and a former intern for Focus Fea-tures where she put her passion for entertainment to work. Dur-ing her education at Cal State Fullerton she has been a coordi-nator in Associated Students, Inc for two years, an alum of Delta Zeta Sorority, was on the exec board for the Entertainment & Tourism Club, member of PRSSA and will be graduating De-cember 2015.  

Kendall Morizono- Account Manager

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Kendall is a fifth year Public Relations major, with a minor in English. Her driven attitude and fierce determination to succeed at every assignment has brought her much success in her college career. As the Spectrum PR’s account manager, she is the main contact with the clients of our agency. Her strong communication skills and organization has kept the clients understanding our goal as well as displaying our understanding of

the clients needs as well. As an English minor, she is able to provide much outreach within the written community as well, such as bloggers and journal magazines. This is extremely advanta-geous to our traditional media tactics as well.

Jesenya Magana- Finance Manager

As an active member of the Associated Student Incorporation at California State University, Fullerton, Jesenya constantly

strives to improve herself as a communications professional. She is a candidate to graduate this May with a Bachelor of Arts in

Communications Public Relations and Human Communication Studies. She has completed internships with organizations including: Strategic Communications Department at California State University Fullerton, and E-foodie Deals Network. She has gained extensive ex-

perience in customer relations and social media during her experience as an under-graduate, and is actively pursuing a career that will enable her to make a difference in the lives of others.

Sara Schacht -Chief Documentarian

Sara is responsible for drafting all documents and recording campaign proceedings. Her contributions include:

working to formulate tactics and tools for all objectives, research-ing media outlets and forming the media list, and formu-

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lating the opportunity statement. Sara is a senior at Cal State University Fullerton and studies Public Rela-

tions. She is also a member of PRSSA and has served on two committees. She will graduate in Fall 2015.

Mission Statement

Spectrum Public Relations is committed to achieving the ultimate goal and objectives of our clients through media savvy strategies. Our agency is comprised of individuals with diverse talents and creativity who come to-gether to create unique campaigns to meet each client’s needs.

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NEWS RELEASE

FOR INFORMATION: Alyssa Netherland Day: (760) 419-2953Eve/Wknd: (760) 419-2953a.netherland@spectrumpr.edu

FOR RELEASE: May 23, 2016

MEDIEVAL TIMES CELEBRATES 30TH PEARL ANNIVER-SARY

New Additions For Guests Such As 30 Days Of Give Aways, Discounts For Themed Dress Up And More.

BUENA PARK, CA- Medieval Times is celebrating their 30th Pearl Anniversary of their

Buena Park establishment throughout the month of June.

For the entire month, first time and veteran guests can enjoy limited time novelties such

as an abundance of free themed give aways goblets, swords & shields, crowns and cloaks. There

will also be new discounts of 30% off tickets if customers come dressed in medieval themed

clothes.

-more-

Spectrum PRMedieval Times Dinner and Tournament May 23, 2016Page 2

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Medieval Times has been an active member of the community for the past 30

years. Now they want to celebrate their 30th with their guests who have made their suc-

cess possible with new incentives.

“Orange County has been home to Medieval Times for 30 years,” said David

Manuel, Marketing Manager at Medieval Times, Buena Park. “We have always created

an experience where guests can create memories with their friends and family when-

ever they come to our castle.”

Medieval Times is a family dinner theater featuring staged medieval-style

games, sword-fighting, and jousting. There are shows seven days a week with multiple

shows on Friday, Saturday and Sunday. It is one of the largest and most popular dinner

theater in the country. Originally started in Majorca, Spain the franchise has spread to

nine locations across the U.S. and Canada. More information and show times please

visit medievaltimes.com.

Medieval Times 30th Pearl Anniversary will run throughout the month of June in-

cluding the 30 days of give aways to the first 200 customers at each show, and 30%

ticket sales to all those who come dressed in theme.

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EDITORS NOTE: Spectrum PR was founded in Fullerton by curious and determined Public Relations students who aspired to create a new model that services all spectrums of public rela-tions methods. They strive to maintain excellence and foster creativity in a professional yet per-sonable environment.

References________________________________________________

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