CHELSEA ANNE PERSON

RiverCenter for the Performing Arts: The Rat Pack is Back & Tickets-for-Tots

August-December 2015

CHALLENGE:

The COMM 4142 Public Relations campaigns course was designed for students to gain practical experience by working with a “real client” to win in a competitive bidding process, which is certified as service-learning. Service-learning courses are “credit-bearing educational experience(s) in which students (a) participate in an organized service activity that meets identified community needs and (b) reflect on the service activity in such a way as to gain further understanding of course content, a broader appreciation of the discipline, and an enhanced sense of civic responsibility” (from Bringle & Hatcher, 1995).

 

Located in the heart of Uptown, Columbus, the RiverCenter for the Performing Arts, is the centerpiece of the city’s arts and entertainment district. In fall 2014, The RiverCenter partnered with the CSU Communication Department to select a team of students that would plan a public relations campaign for the RiverCenter’s upcoming season finale, The Rat Pack is Back. The finale also doubled as a fundraiser for the center’s children’s charity, Tickets-for-Tots.  .

STRATEGY:

Competing for a client bid, my team of four, named Impact, constructed a public relations campaign for the RiverCenter over at 15-week period.

 

Our plan began with thorough primary and secondary research. We created strategic messages for The RiverCenter’s various audiences by applying critical analysis to our research findings. We knew whom we were addressing and what message would move them to action.

 

Because our client wanted to reach a younger adult (age 18-30) audience, we organized an interactive social media strategy using Facebook and Twitter, the RiverCenter’s strongest social media platforms.

 

To help promote the event, our team designed promotional content including posters, flyers, and billboard mock-ups. We also drafted three PSAs to reach the broader Columbus population and redesigned the Tickets-for-Tots logo.

 

Lastly, we penned a comprehensive media relations plan that would increase the likelihood of earned media throughout the campaign.

RESULTS:

At the end of the semester, we presented our plan to the RiverCenter’s Director of Development, CSU Communication Department Faculty, and local professionals. Our campaign book beat out the competition and won the bid from The RiverCenter for the Performing Arts. As such, our book was passed to a Public Relations Management class team the following semester to implement for the client.