Grant MacEwan University

Assignment 5
Publicity Plan

Anthony Guitard
Student # 3027552
Publicity and Media Relations AGAG 109
Ms. Stephanie Enders
December 13, 2015

Strategic Overview
Summary of organization
Histoire Vivante Restigouche Living History is a non-profit organization that hosts an annual Living
History encampment based in the 1700s. HVRLH celebrates the local history of the culturally diverse
communities of the North Shore of New Brunswick and Gasp region. HVRLH hosts an annual living
history encampment every year at Sugarloaf Provincial Park on the New Brunswick Day weekend.

Mission
To host an annual Living History Encampment that strives to promote fellowship and community
building through the celebration of local history of the diverse communities of the North Shore of New
Brunswick and Gasp region.

Vision
To promote fellowship of community members of diverse cultural backgrounds through celebration of
Living history.
SWOT
SWOT Analysis

Internal

Positive

Negative

Strength

Weakness

Advantages
Financial reserves, official NPO status, low
insurance cost, Low overhead.
Environment
Located in a region with a rich history,
supporting cultural industry.
Resources
Volunteer staff, industry specialist,
community partners with vested interest,
Market
Clear of competition, niche market,
Opportunities

Financial
Recurring costs temporarily empty the
reserves, fundraising is taken from the
same pool.
Resources
Lack of manpower within the organization
organizational continuity is in question.

Threats

Market
Opening in historic good production,
Opening in historic touring display
Opening in historic workshop/skill
exchange
External Expansion
Permanent location, buildings,

Environment
Cultural sensitivities, 2010 celebration
burnout.
Market resources
Non availably of new volunteers,
recruitment challenges
Obstacles
Potential competitor intentions are
unknown

Goals & Objectives

Goal 1 To create and carry out a Social media campaign that can be used to increases local historical
knowledge, build community and advertise upcoming events.

Objective Entertainment Content

Posted once a week. 52 Posts Total per year.

Content is focused in the areas of clothing, food, trades or knowledge pertinent to the 1750s.

Content is created by association members. 6posts per member.

Objective News Content

Posted once a month. 12 Posts Total per year.

Content is focused on upcoming events and public appearances.

Content is created by the Planning Committee.

Objective Misc. content

Posted as needed.

Content posted is geared towards collecting PR information and encouraging friends to like and
share.

Content is created by association board member.

Goal 2 To increase the number of Public appearances made by HVRLH that help increase local
historical knowledge, community awareness.

Objective Fundraising Appearances

6 times per year between Feb. and July

Content will be focused on raising funds to support HVRLHs services and upcoming events

Locations to be considered for Informational Appearances will be chosen by the Planning

Committee.

Objective Informational Appearances

6 times per year between November and August of the preceding year.

Content will be focused HVRLHs public outreach by providing general information.

Locations to be considered for Informational Appearances will be chosen by the Planning

Committee.

Objective Good Will Appearances

3 times per year cultural days, Salmon festival parade, RCVA Gifts

Content will be focused giving back to the community. Good will appearances are strictly non
fundraising events.

Events to be considered for good will appearances will be chosen by the Association member
and the Board of Directors.

Goal 3 To develop and implement a Print media Campaign that can be used to increases local historical
knowledge, and advertise upcoming events.

Objective Posters

Produced twice per year.

Content covers general information on HVRLH and upcoming events.

Content is created by HVRLH Planning Committee.

Objective Large pamphlets

Produced once per year.

Content covers general information on HVRLH.

Content is created by HVRLH Planning Committee.

Objective Small pamphlets

Produced as needed throughout the year.

Content covers HVRLHs upcoming events.

Content is created by HVRLH Planning Committee.

Media Events
River Days

This event is hosted by the Restigouche River Watershed Management Council a day to
celebrate the culture of the peoples and communities that have grown up around the
Upsalquitch, Restigouche and Matapedia rivers. The event is put on for free with support from
the communities.

Reports from this event appear on social media, radio and newspapers due to the community
building focus.

Three volunteers form the organization are needed to man the display table and interact with
the public. Theme and focus are determined by mandate and planning committee action.

Canada Day (memorial park)

This event is hosted by the Campbellton municipality. Memorial park is a large gathering place
for the community as there is a tradition of a yearly pet show, cake cutting and karaoke. Severay
community organization come to the park to set up displays.

Reports from this event appear on social media and radio though the main focus is the pet show
the large crowds make it an attractive PR location.

Six volunteers form the organization are needed to man the display table and interact with the
public due to the large number of visitors to the booth. Theme and focus are determined by
mandate and planning committee action.

Athol house

This event is hosted by HVRLH at the Restigouche Gallery Athol house Museum and is used to
inform the artistic patronage about our upcoming yearly events.

Reports from this event appear on social media and French language newspapers due to their
supporting nature toward the arts.

12 volunteers form the organization are needed to man the display table and interact with the
public booth with a variety of displays. Theme and focus are determined by mandate and
planning committee action.

Cultural days

This event is hosted by Sobeys in Campbellton this event is to celebrate the cultural diversity in
the region, HVRLH attends the event to support the community building nature of the event.

Reports from this event appear on social media, radio, and local newspapers.

Four volunteers form the organization are needed to man the display table and interact with the
public. Theme and focus are determined by mandate and planning committee action.

Salmon Festival (parade)

This event is hosted by the major municipalities of the Restigouche region. The Salmon Festival
Parade is a large gathering place for the community with 2000 people attending. Floats and
displays are put on by businesses and community organizations.

Reports from this event appear on social media, local newspapers and radio.

Eight volunteers form the organization are needed to man the float and interact with the
public. Theme and focus are determined by mandate and planning committee action.

Living History Encampment

This event is hosted by the HVRLH and is the main focus of the organization. The event is held at
Sugarloaf Provincial Park over the course of 5 days ending on New Brunswick Day, an estimated
1500 people visit the encampment site each year. The interactive nature of the event engages
the public in learning about and exploring local history.

Reports from this event appear on social media, newspapers throughout the Maritimes, radio
from the Atlantic Provinces and television news broadcasts from 4 stations, TVA, Radio Canada
CTV, and CBC. Large media Coverage of this event is important, as a result a press conference is
held weeks prior to the event to inform the media of the schedule and prime coverage
opportunities.

20 volunteers form the organization are needed to man the displays and interact with the
public. Planning and fundraising for the event take 10 months. Theme and focus are determined
by mandate and planning committee action.

Media Strategies
When developing Media strategies it will be found that they are mainly focused on engaging traditional
media outlets in the organizations public events or actions. Social media and print media although
valued in their own right, for gathering support and initiating integration with the target markets or
audiences, will serve merely as a source or Supportive Items when interacting with traditional media.

Engaging traditional Media for the purpose of providing coverage of HVRLH Public appearances and
events.

Fundraising Appearances

Market Days (Dalhousie and Campbellton)

o

Social Media Posts having to do with fundraising will fall under Misc. Content.
Fundraising done at farmers market locations will have to do with the annual raffle. This
years prize is an earthen bread oven. Post title Get your tickets, HVRLH Earth Oven
Raffle

Informational Appearances

River Days (Upsalquitch)

o

Social Media Posts having to do with informational appearances will fall under News
Content and will cover what HVRLH is doing at the event and the amenities that are
offered. Post title Join US on the River, River Days in Upsalquitch.

PSA the PSA for this event will be covered by the host organization.

Support Items photos social media links and webpage content will be made available
to the host organization.

Canada Day (Memorial Park)

o

Social Media Posts having to do with informational appearances will fall under News
Content and will cover what HVRLH is doing at the event and the amenities that are
offered. Post title Lets Celebrate Canada, Memorial Park celebration.

PSA the PSA for this event will be covered by the host organization.

Athol house
o

Social Media Posts having to do with informational appearances will fall under News
Content and will cover what HVRLH is doing at the event and the importance of the
Athol house museum. Post title HVRLH visits Athol House, an evening of historical
exploration.

PSA this event will be broadcast on local radio stations CHRQ, CKNB, &CIMS during
their free Whats happening tonight Segment. Content for this PSA will be derived
from the social media post listed above.

Media Release will be made available to the newspaper outlets in the area and will
cover the 5 Ws. The event will highlight the skills and traditional trades of the 1750s.
Release title History in the Making, come explore traditional crafts and skills.

Pitch Email will be sent to the arts and culture columnists from the local papers.

Goodwill Appearances

Salmon festival (Parade)

o

Social Media Posts having to do with Goodwill Appearances will fall under News
Content and will cover what HVRLH is doing at the event and where the parade route is.
Post title HVRLH on Parade, Come see us in the Salmon festival parade.

PSA the PSA for this event will be covered by the local municipality.

Cultural Days (Sobeys)

o

Social Media Posts having to do with Goodwill Appearances will fall under News
Content and will cover what HVRLH in doing at the event and the amenities offered on
site. Post title Celebrate Cultural Days with HVRLH, join us for a Bar-B-Q.

PSA the PSA for this event will be covered by the host organization.

Support Items photos social media links and webpage content will be made available
to the host organization.

Special events

Living History Encampment

o

Social Media there will be a multitude of posts made during this event. Posts
regarding the encampment will fall under Entertainment Content and News Content
and will cover what HVRLH in doing at the event and the amenities offered on site. The
first post is title The Encampment Begins, come walk in histories shoes.

PSA this event will be broadcast on local radio stations CKNB, & CIMS during their
broadcast on location. Content for this PSA will be derived from the current and
upcoming activities held at the encampment.

Press Conference press conference is held 2 weeks prior to the event to inform the
media of the schedule and prime coverage opportunities, they will also be issued a
media kit for the event.

Media Kit the press kit will contain a media release for the event, a press pass, event
schedule and VIPs attending the event.

Media Release will be made available to the news outlets in the area and will cover
the 5 Ws. The encampment is the organization key event and focus on local history,
skills and trades. Release title Come Live History, explore the skills and history of the
Restigouche Region.

Pitch Email will be sent to the news outlets who were unable to attend the press
conference. This includes but is not limited to local papers radio station and televised
news outlets.

Support Items photos, social media links and webpage content will be made available
in the press kit and upon request in digital or print format to the news outlets.

Plans for additional publicity and Notes

As HVRLH does not have a permanent location when the public can reach them it may be useful
to acquire a both at the farmers market. It will not only provide a location for public outreach
but may serve a means of fundraising if the organization desired to produce a traditional line of
goods. Pins, candles, powder horns, etc.

Note As traditional media is considered too costly to make use of on a regular basis it will be
considered for use only when advertising a larger project. (As demonstrated above)

Critical Path
legend
Social Media
Public appearance
Print media
Special Event
Evaluation
January
Jan. 3-9
ENT.
NEWS
PREP Encamp

Entertainment
ENT.
Goodwill
GW.
Poster
POST
Preparation
PREP
Monthly
Mon. Eval.
Jan. 10-16
ENT.
INFO. Camp. library

News content
NEWS
Informational
INFO.
Large Pamphlet
Lg.
Implementation
IMP
Quarterly
Qrt. Eval.

Misc. content
MISC.
Fundraising
FUND.
Small Pamphlet
Sm.

Jan. 17-23
ENT.
POST

Jan. 24-30
ENT.
MISC.

Event
Evn. Eval.

Mon. Eval.
February
Jan. 31 - Feb. 6
ENT.
NEWS
PREP Encamp

Feb. 7-13
ENT.
FUND. Athl. mall
Lg.

Feb. 14-20
ENT.

Feb. 21-27
ENT.

INFO. Camp. Mar.

Mon. Eval.

March
Feb. 28 - Mar. 5
ENT.
NEWS

Mar. 6-12
ENT.
PREP Encamp

Mar. 13-19
ENT.
Sm. Cultural days

Mar. 20-26
ENT.
MISC.

Apr. 10-16
ENT.

Apr. 24-30
ENT.
Mon. Eval.

GW. Cultural days

Apr. 17-23
ENT.
FUND. Dal. Mar
Evn. Eval.

May
May 1-7
ENT.
NEWS
POST

May 8-14
ENT.
INFO. Camp. Mar

May 15-21
ENT.
FUND. Camp. Mal

May 22-28
ENT.
MISC.
Mon. Eval.

June
May 29 - June 4
ENT.
NEWS

June 5-11
ENT.

June 12-18
ENT.
FUND. Dal. Mar

June 19-25
ENT.
Sm. Canada Day

April
Apr. 3-9
ENT.
NEWS
PREP Encamp

Mar. 27 - Apr. 2
Qrt. Eval.
Mon. Eval.

June 26-July 2
ENT.
GW. Canada day

PREP Encamp
Evn. Eval.
July
July 3-9
ENT.
NEWS
PREP Press conf.
August
Aug. 7-13
ENT.
NEWS
IMP Encamp

Mon. Eval.
Qrt. Eval.
July 10-16
ENT.
IMP Press conference

July 17-23
ENT.

July 24-30
ENT.
INFO.
PREP Encamp

July 31 - Aug. 6
ENT.
MISC.
IMP Encamp
Mon. Eval.

Aug. 14-20
ENT.

Aug. 21-27
ENT.
FUND.

Aug. 28 - Sept. 3
ENT.
MISC.
Mon. Eval.

PREP Encamp

Aug. 14-20
ENT.
Evn. Eval.

September
Sept. 4-10
ENT.
NEWS

Sept. 11-17
ENT.
Sm. Dal. Mar

Sept. 18-24
ENT.
INFO. Dal. Mar

Sept. 25 - Oct. 1
ENT.
MISC.
Mon. Eval.
Qrt. Eval.

October
Oct. 2-8
ENT.
NEWS

Oct. 9-15
ENT.
FUND. Sobeys

Oct. 16-22
ENT.

Oct. 23-29
ENT.
MISC.
Mon. Eval.

November
Oct. 30 - Nov. 5
ENT.
NEWS

Nov. 6-12
ENT.

Nov. 13-19
ENT.

Nov. 20-26
ENT.
Sm. RCVAA

December
Dec. 4-10
ENT.
NEWS

Dec. 11-17
ENT.

Dec. 18-24
ENT.
GW. RCVAA

Dec. 25-31
ENT.
Evn. Eval.

Nov. 27--3
ENT.
INFO.
MISC.
Mon. Eval.

ENT.
Qrt. Eval.

Budget
Expenses
Annual Publicity Budget
Social media
Web site
Development
Hosting
Sub Total
Print media
Graphic design
Restigouche
tourism publicity
Sub Total
Print costs
Posters
Large pamphlets
Small pamphlets
Sub Total
Public appearances
Travel
Print cost
Sub Total
Special event (media)
Hosting event
Print costs
Hospitality
Incidentals
Sub Total
Grand Total

Revenue
3000.00

200.00
150.00
175.00
525.00
200.00
375.00
575.00
100.00
500.00
300.00
900.00
150.00
50.00
200.00
200.00
100.00
250.00
200.00
750.00
2950.00

3000.00
50.00

Monitor & Evaluation

In order to evaluate the effectiveness of the marketing plan it is important to keep track of statistical
information in the areas of:
Social media Stats regarding the number of posts made by HVRLH and their content will be catalogued
monthly for future reference. The analytics provided by the social media site can be helpful in this area.
The posts will be evaluated by their ability to engage the public and the sites ability to disseminate
information relevant to the tasks and mandate of the organization.
Print Media It is difficult to calculate the impact of a print media campaign. Statistics can be kept with
regard to the number of pamphlets distributed but gathering information that displays their
effectiveness is difficult. Surveys inquiring as to how an individual learned about a particular event is the
only way to take this form of media into account.
Public appearances When making public appearances a tally sheet should be kept in order to gather
statistical information in the number of individuals visiting the booth, number of questions asked, any
question that were unable to be answered. This information can help to evaluate the reach and the
quality of service provided. The information gathered above will form event reports that will be
condensed into, Monthly Evaluation reports and eventually, Quarterly evaluation reports.