Date of this Version
Campaigns book, summer 2014, UNL College of Journalism and Mass Communications
EXECUTIVE SUMMARY Client: The Great American Comedy Festival
Campaign Purpose: In the summer of 2014, members of the Great American Comedy Festival approached our team of 8 advertising and public relation students with a specific task. The proposed task was to help increase attendance as well as raise awareness for future Great American Comedy Festivals. Our team’s mission is to present innovative ideas that will help our client generate an increase in attendance and to also provide them with beneficial tactics for future festivals.
Research: For our campaign, we accumulated various data through both secondary and primary research. Our secondary research consisted of mostly online information which covered past Great American Comedy Festivals, humor and its effects and also different comedy festivals. Our primary research consisted of the feedback we recovered through a survey that was sent out to past Great American Comedy Festival attendees. The most beneficial information we recovered from our primary research was our first hand experience at the Great American Comedy Festival. Overall the festival was a great experience and it gave our team a better understanding of what our client wants to accomplish.
Target Audiences: Our primary audience will be married men and women in the age ranges of 40-70 who live within a 70 mile radius of Norfolk Nebraska. This audience is supportive of local events and also acquires an appreciation for comedy.
Public Relations: The Public Relations tactics for the campaign include an extensive social media overhaul as well utilizing previous email listings to reach out to potential audiences.
Creative Strategy: In our campaign for the Great American Comedy Festival, we wanted to create a recognizable, consistent brand identity that focused on the positive feelings associated with comedy: laughter and happiness. Our executions revolve around the theme, “The Good Laugh,” and incorporate outdoor, television, radio, and print media.
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