Increasing ticket sales and awareness:
Project:
In a team environment which (I am a part of the team) prepare and pitch a public relations and advertising campaign proposal to a real-life client, in competition with other student teams and the client is Aquarium of Niagara
https://www.aquariumofniagara.org/
This process outlines the four classic stages of campaign development: formative research, strategy, tactics and evaluative research. “The Thirty-Nine Steps,” on the other hand, is a great Alfred Hitchcock movie.
You will want to think through each of the four classic stages, using these questions as a guide:
Research:
What do we need to know to proceed?
What do we know about the client and its mission?
Who are our key publics? What do we know about them?
What further research would we do if we had more time?
What does all of this background information tell us about how we’ll communicate in this campaign? How does it help us shape messages, select our media, and understand our key publics?
Strategy:
Will our communication be proactive, reactive, or both?
What will our key messages be, based on what we know about our key publics?
What will the tone of our communication be?
Will we use appeals based on logos (reason), ethos (credibility of the organization or a spokesperson), or pathos (emotion, such as humor or guilt)?
Will we use a spokesperson?
What, generally, are our goals for this campaign?
More specifically, what are our measurable objectives? How will we know we’ve succeeded?
Tactics:
How will we implement the strategy?
Which blend of media (interpersonal, organizational news media, advertising and promotion) will we use to reach the key publics?
How will we allocate our budget?
What is the timetable for implementation?
Evaluation:
How and when will we measure our success to prove value to the client? (Hint: Tie this to your measurable objectives in Step Two.)