Communications

464

PublicRelationsProposal
PreparedforPBSSoCalMarch15,2016

PublicRelationsProposal

ElsaEmbler
ErikaJasper
KimberlyPeregrina
TomohiroUeda

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TableofContents

1. Research
..3
a.

SituationAnalysis.3
i.
PESTAnalysis....3
ii.
SWOTAnalysis ..4
iii.
ProblemStatement.4
b. AnalysisofKeyAudiences..5
i.
Demographics.5
ii.
Psychographics..5
iii.
Influencers&SelfInterests.7

2. WorkStatement
...9
a.

Planning..9
i.
GoalsandObjectives.9
ii.
KeyMessagesforKeyAudiences...9
b. Implementation.10
i.
Strategies&Tactics10
ii.
Timeline..14
iii.
Budget....15
c. Evaluation16
i.
KeyPerformanceIndicators(KPIs)...16
ii.
EvaluationTools...16
iii.
AnticipatedResults16

3. Qualifications
..17
a.

TeamMembersDuties&Backgrounds..17

4. Appendix
...18
a.

SamplesofProposedDeliverables.18

5. References
..21

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1.Research
SituationAnalysis
Political,Economic,SocialandTechnological(PEST)Considerations
Political
:
Economic
:

MillennialsvoteheavilyDemocratic10
which
Largesegmentoftargetaudiencecantafford
shouldinformwhichpublicofficialsareinvited
preschool
tospeakatPBSevents
Millennialswagesremainlowdespite
Upcomingelectionyear,shouldconsider
economyimprovementsince20074
gettinginfluentialpublicofficialsupfor
PBSSoCalmembersconstitute51%offunding
reelectiontoadvocatetheircause
Membershipdoubledinpastthreeyears14

Needinfluencerswhoarepassionateabout
CAunemploymentratesteadilydroppingsince
educationandequalaccesstopreschool
2013whichmayleadtomoreparentsbeingable
KamalaHarrisisrunningforUSsenate
toaffordchildcare9
2016.Shesapassionateadvocatefor
accesstoeducationincludingearly
childhoodeducationandaffordable
childcare
TomTorlaksonisthecurrent
superintendentofpubliceducationin
California.
Social
:
Technological
:
PBShasagoodreputationandisawellknown
IncreasingnumberofmillennialsareonFacebook
organization
andothersocialmediaoutletsPBSshouldutilize
Millennialsfinditmoreimportantfortheirkids
theseplatformstoreachtheirtargetpublics
tobeambitious12
whichgivesPBSKIDS
Increasingnumberofmomshave
programminganedgeduetoitseducational
smartphonesandtablets6

content
Millennialsshowa30%increaseinusing
Parentstrustpersonalrecommendationsand
socialmediaasasourceofinformation
doingtheirownresearchmorethanadswhich
fromthepreviousgeneration6

shouldinformPBSoutreachefforts
88%ofmillennialsgetnewsfrom
Shiftinparentingstyles
Facebook6

moreoverprotective
90%ofmillennialsusesocialmedia6

givetoomuchpraise
millennialsaretwiceaslikelytoturnto
criticizetoomuch12

Googleforadvice,halfaslikelytoturntoa
Percentagesofsingleparenthouseholds(they
bookforadvice6

arelesslikelytobeabletoaffordchildcare
Factorsdrivingmillennialstowebsites/social
andthereforemorelikelytousePBSasan
media13

educationalresourcefortheirchildren)
goodgraphics
38%White
brief,wellwrittencontent
28%AsianAmerican
contentiseasytounderstand
45%Hispanic
reliable,unbiasedandaccurate
54%Black17

information
Increaseinstayathomeparents7

whichmakes
multipleviewpoints
PBSacrucialresourceforearlychildhood
respectedauthors/brands
educationiftheirchildrenarentgoingto
mobilecontent13

preschool

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OrganizationStrengths,Weaknesses,OpportunitiesandThreats(SWOTAnalysis)
Strengths
:
Wellestablishednetworkandbrand
PBSKidsOnlineisparentsandteachersmost
trustedprogramming
LongstandingonairTVshows
Educational,noadvertising
Providesdigitallearningcontentand
educationalservicesforprek12educators
Presentonmultipleplatforms(TV,online,
mobiledevices)
Scientificallyproven&curriculumbased
content

Weaknesses
:
Lackoffunding
Excessiveoptionsofappsfordevices
Socialmedialacksaimtowardstargetaudience
andthereisagenerallackofsocialmedia
presence
Difficultyfindingchanneloncablenetworks
Lackofawareness&integrationthroughvaried
platforms

Opportunities
:
Leveragemillennialparentingtrendsto
showcasebenefitsofPBScontentand
offerings
Utilizeexistingpartnerstogainpopularityand
awareness
Seeksupportofelectedofficials,celebrity
endorsementsandmoresignage
Increasingusageofdigitalmediaineducational
(preschoolkindergarten)field
Makeiteasierforviewerstofindchannel
listings

Threats
:
Substantialcompetition
Lackoforganizationonmainwebsite
Pooruseofsocialmedia
DisneyownsBabblewhichhasincludesseveral
influentialmomblogs

ProblemStatement:
PBSSoCalneedstoleveragetheirpositionastheleadingchildrenseducationbrandtoraiseawarenesswiththeir
targetaudiencesonimportantaspectsoftheirorganization.KeypublicsshouldknowthatPBSSoCalisthegoto
educationalresourcefortheircommunityandthattheybringeducationalresourcesandtrainingdirectlytothepeople
thatneedthemmost.

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AnalysisofKeyAudiences
Demographics
1. Educators
33%areunder29,29.1%are30392
InSoCal,49.5%arewhite,32.1%areLatina2

HighestestimatedaveragehourlywageinSoCalis$16.222

2. MillennialParents
momswatchPBSKIDSwiththeirchildren15

15
35%ofPBSKIDSviewersareadults(ofwhicharewomenaged1849)

Womenareresponsiblefor85%ofallconsumerpurchases15

15
83%ofmomshavesmartphones,56%havetablets

1/3ofoldermillennials(2633)haveafouryearcollegedegreeormore10

10
2/3ofrecentBArecipientshaveoutstandingstudentloans(avg.debtof$27,000)

Millennialshavehigherlevelsofstudentloandebt,povertyandunemploymentthantwo
previousgenerations10

Millennialshavelowerlevelsofwealthandpersonalincome

81%ofmillennialsareonFacebookandhavehighermedianfriendcount(250)10

26%ofmillennialsaremarried10

Earningsformillennialsremainedlowsincetheeconomicrecessionandarelowernowthantheywere

in2007($951v$966medianweeklyearning)10

3. ParentBloggers
Thereareabout4.2millionmombloggersintheU.S.18

39%ofonlinemomssaytheywritesomekindofblog18

54%ofmomsarepositiveaboutadvertisingonblogs18

In2005,18.4%ofUSinternetuserswerefemaleswithchildrenunder18inthehouse18

Averageconsumerofmommyblogcontentis29yearoldfemalewithannualincomeof$70,00018

*Findmoreon
SoCal
parentbloggersinInfluencersection(pg.7)

Psychographics
1. Educators
Committedtoeducatingtheirstudents
Publicschooleducatorsareinneedofcosteffective(orfree)resourcesandmaterialsbecause
budgetsaresmall
AccordingtoanarticlebyDigitalPromise20
thetopfourproblemsfork12educatorsare:
Creatingopportunitiesforauthenticlearning
Supportingstudentsnoncognitiveandsocialemotionalskilldevelopment
Fosteringdeeperlearning
Supportingstudentsabilitytosolverealworldmathproblems

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2. MillennialParents
1
59%ofmillennialsusesocialmediatofindinformation

Committedtoeducatingtheirchildren
3
Momsmentionbrandsmoreoftenthanmendo

Momsaredissatisfiedwithmainstreamadvertising(60%thinkmarketersignoretheirneeds)3
Influencedbypersonalrecommendationsonline(momsaremorelikelytobuyaproductbecauseofa
recommendationfoundonsocialnetworkscomparedtoallwomen(43%v.29%))3

47%ofmillennialsarepoliticallyindependent10

37%areDemocrats10

9%areRepublicans10

nonwhitemillennialsleanheavilytowardbiggergovernment(71%)andwantmore
governmentservices.52%ofwhitemillennialswantfewergovernmentservicesandsmaller
government10

29%ofmillennialsarentaffiliatedwithanyreligion10

VoteheavilyDemocraticandhaveliberalviewsonpoliticalandsocialissues10

68%ofmillennialparentssaythey'reoverprotective,41%giveintooquicklyand40%praisetoo
12
much

52%ofmillennialparentssayit's"extremelyimportanttothemthattheirkidsgrowuptobeambitious"
(comparedto43%ofGenXand40%ofBoomerparents)12

60%ofmillennialparentssaybeingaparentisextremelyimportanttotheiridentity16

Millennialstendtoignoreslickads,butrespondpositivelytoproductplacements5

EX:ataLevi'sevent,didn'tputLevi'sbannerup,justusedthejeans,andlatersentathank
youemailwithphotosandashortvideooftheevent"integratedsubtlywithLeviproducts"and
wasreceivedas"authenticcommunication,notspam"5

3. ParentBloggers
Onlywriteaboutbrandstheyapproveof
Liketoshareopinionswithotherparents

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Influencers&SelfInterests
1. ElectedOfficials
TomTorlakson(2011present)

CaliforniaSuperintendentofPublicInstruction(overseestheCaliforniaDepartmentof
EducationandallofCalifornia'spublicschoolsastheschoolsystemsprimarygoverningbody)

KamalaHarris

RunningforUSSenatein2016.Saysaccesstohighqualitypubliceducationisacivilrightand
advocatesforaffordablechildcareandsupportsearlychildhoodeducation

LorettaSanchez

RunningforUSSenatein2016.ParticipatedinHeadStartasachild

YoungKimassemblywomaninSouthernCalifornia.Onthecommitteeforeducation
RobertGarciamayorofLongBeach.38yearsold,
educator
,passionateabouteducation
EricGarcettimayorofLosAngeles

Concernedaboutreelection
Focusedonaccesstoearlychildhoodeducation,affordablechildcare,increasinggraduationrates,
improvingeducationalresourcesandschoolsintheirdistricts

2. ParentBloggers

Concernedaboutincreasingreadership
Informingparentsandkeepingthemuptodateonimportantadvancements/information
Providingaccurateandtrustworthyinformation
KathrynChinSeashellsandSwingshttps://www.facebook.com/ssshellsandswings/
Elementaryschoolteacher&parent,herblogshowshowtomaketimewithkidsfunand
educational,talksaboutfamilyfriendlyandeducationalplacestovisitaroundLA
Asaparentblogger
and
aneducator,shewouldbeanidealpersontoreachouttobecause
PBSSoCalcouldprovehowaccessibleandvaluabletheirresourcesareandhavethechance
tobepromotedbyatrustededucatorandblogger
JilleenButlerSoCalFieldTripshttp://socalfieldtrips.com/
HerblogisdedicatedtowritingaboutplacesforactivefamiliestovisitinSouthernCalifornia
thatprovidehandsonlearningexperiences.Sheisalreadypartneredwithsomeorganizations
thatPBSSoCalispartneredwithsuchasthePretendCityChildrensMuseuminIrvine
RebeccaWoolfGirlsGoneChild
Rated#1influentialmommybloggerbyMashable19

BasedinLA
CatherineConnorsHerBadMother
#2mommybloggerbyMashable.BlogwasmentionedbyNewYorkTimes,WashingtonPost
andmore.ShesthedirectorofblogsandsocialmediaatBabble
BasedinLA
KatherineStonePostpartumProgress
#6influentialbloggerbyMashable
WorkedwithPBSpreviouslyon
ThisEmotionalLife
BasedinAtlanta,GA

3. Celebrities
Concernedaboutpublicimageandpersonalbrand(MosteitherliveinLosAngelesareaorareinthe
areaoftenforwork)
LouisCK
(hugetwitterfollowing)recentlyslashedcommoncore,hastwoyoungdaughters

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AngelinaJolie
longtimeadvocateforhumanrightsandeducation.Hasopenedschoolsin
disadvantagedcommunitiesoverseas
OprahWinfrey
donatesheavilytoAmericancharterschoolsandopenedaschoolinSouthAfrica.
MagicJohnson
openedseveralalternativeschoolsforkidswhodidorwereatriskofdroppingout.
SpokeatCSUFin2015
JoshDuhamel
celebrityambassadorforJumpStarts
ReadfortheRecord
in2014
OtherreadersforJumpStartinclude:MattLauer,BridgetMoynahan,Ashanti,LaurenConrad,
NellieFurtadoandLLCoolJ
WhoopiGoldberg
spokeoutagainsttenureforbadteachersonTheView

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2.WorkStatement
Planning
GoalsandObjectives
1.
2.
3.
4.
5.

RaiseawarenessthatPBSSoCalisthegotokidseducationalresourceinthecommunitywithhoursofcontent
everydayavailablethroughTVoronline.
MakeitknownthatPBSKIDSeducationalcontentisavailabletoteachers,parentsandcaregiversthrough
variousplatforms,andPBSSoCaldirectlyprovidestheseresourcesandtrainingtothecommunity.
ShowthatPBSSoCaliscommittedtoitsstrongpartnershipwiththecommunityandbringsresourcestothose
thatneeditmost.
PositionPBSSoCalasthenumberoneeducationalandentertainmentresourceformillennialparentswith
youngchildren.
Strengthenexistinganddevelopnewmutuallybeneficialrelationshipswithinfluentialmembersofthe
communitysuchaselectedofficials,bloggers,mediaandlikemindedorganizations.

KeyMessagesforKeyAudiences
PrimaryAudiences
1.

Educators:
a. PBSSoCaloffersreliableandrelevanteducationalresourcesthatcansupplementclassroomand
homelearningefforts.

b. PBSKIDScontentandresourcesaretrustworthyandeasilyaccessibleonline.

2.

MillennialParents:
a. PBSSoCaloffersqualityeducationalresourcesandprogrammingthatwillhelppreparekidsforschool.
b. PBSKIDSprogrammingcanactasabeneficialsupplementtopreschoolorasanalternativefor
familieswhocannotaffordchildcare.

SecondaryAudiences
3.

4.

ElectedOfficials:
a. PBSSoCaloffersgreatresourcesandeducationalmaterialsthatareimportanttothecommunity.
Promotionsandpartnershipswillcreateamutuallybeneficialrelationship.
ParentBloggers:
a. PBSKIDSprovidesqualityeducationalmaterialforkidsandholdsblogworthyevents.

Implementation

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Strategies
Strategy1:UtilizesocialmediachannelstoextendreachofPBSSoCalandencourage
interaction
Tactics

RepostTweets,InstagrampostsandFacebookpostsofneutralthirdpartyorganizationstocrosspromote
complementaryorganizations

ShareblogpostsfrominfluentialparentbloggerswhoalreadyhavealargefollowingPBSSoCalwants
toreach

Createsocialmediacalendarwithaconsistentpostingscheduleforeachweek.Postsarespecifictoeach
mediaoutletandstrategicallytargetspecificaudiences

Postsfornationalholidays,specialeventsandoccasions(Mothersday,Fathersday,nationalreading
day,etc.)

Specialhashtagsfordifferentprograms/promotions

ConsistentlyposttopromoteSummerLearningDay(weeklycountdown,featuresofwhattoexpect,
linkstosignup,etc.)

Createsubmissionlink/hashtagandsocialmediacontestsonPBSSoCalsaccountstoallowuserstoactively
engagewiththebrand

UserswhopostapicturerelatedtoPBSKIDSandgetsthemostlikescanwinatourofthesetofone
ofPBSshows

SharePBSSoCalpostsonmultipleplatforms(Instagram/TwitterpostsshouldbesharedonFacebookto
ensurethehighestnumberofpeoplearereached)

SomeFacebookusersdonthaveTwitter,somedonthaveInstagram,etc.

SupplementsocialmediaeffortsbysendingpromotionalemailsofdiscountsandnewproductsaboutPBS
SoCaltomillennialparentsandeducators

Strategy2:Conductamediarelationscampaigntoraiseawarenessandgainimpressions
Tactics:
Researchlocalinfluentialmedia/blogsanddraftcontactlistofwritersthatcovertopicscomplementarytoPBS
SoCal/PBSKIDS

Fosterongoingrelationshipswithparentbloggersbyfollowingthemonsocialmedia,sharingrelevantpoststo
PBSpages,andpitchingpossiblestoriesthatareonthespecificwritersbeat

Pitchstoriestotraditionalmediacontacts(seeappendixforsamplepressrelease)
Inviterelevantbloggers,reportersandjournaliststoevents.Offerexclusivecoverageifanevent/storyisideal
foronewriter

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 Pitchtolocalnonprofit/publicradiostationstopromotePBSSoCalprogrammingandupcomingevents

88.1KKJZCaliforniaStateUniversityLongBeach

89.3KPCCCaliforniaPublicRadio

89.9KCRWNationalPublicRadiomemberinSantaMonica

Strategy3:Leveragepositionasnumberoneeducationalresourcetoincreasetrafficto
thePBSSoCalwebsiteandprogrammingviewership
Tactics:
Reviewandrevisecontenttoensureitisconcise,inviting,wellwrittenandunderstandable
PromotefeaturesofPBSSoCalswebsiteandcontentavailablethroughsocialmediapostingswith
clickthroughlinks

Postsofdifferentgames/activitiesavailableonthewebsiteforkids

IncludeclickthroughlinkonallsocialmediahandlestomainPBSSoCalwebsite/PBSKIDS
Sendschoolsandeducatorsfreematerialsandpromotionalemailswithdiscountsandinformationonnew
products/materialsavailableonline

CreategraphicforeasilyvisiblechannellistingsonPBSSoCalswebsitesoviewerscaneasilyfindthecorrect
channelfortheirarea(seeappendixforsamples)

Strategy4:Organizeoriginalinteractiveeventsthatwillprovidechildren,parentsand
educatorswithapositivePBSSoCalexperiencebydeepeningrelationships
withinthecommunity
Tactics:
Organize/partnerwithelementaryschoolsforafielddayeventwherekidsplaygames,engagein
teambuildingactivities,etc.PBSKIDScharacters/mascotscanparticipateandtakepictureswithkids/engage
ingames

Partnerwithafterschoolprogramstoorganizemovienightforkidsanddatenightornightoffforparents.
Kidscanstaylatewhileparentshavethenighttothemselves.HostingorganizationscanshowPBSKIDS
programmingorusethePBSKIDSwebsitetoplaygames

Partnerwithschoolstoorganizefieldtripsandactivities.

PretendCityChildrensMuseuminIrvine(alreadyapartner)

Collegetours(UCIrvineisalreadyapartner)

PublicLibraries(PartnerswithLACity,Inglewood,OrangeCounty)

HavePBSSoCalrepresentativespresentatlocaleventswithalargemillennialparentoreducatoraudienceto
conductgrassrootsmarketing(conferences/educatorworkshops,tradeshowsetc.)

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Strategy5:Leverageexistingrelationshipsanddevelopnewpartnershipswithpublic
figuresandlikemindedorganizationstogainvisibilityandworktowardgoalsof
PBSSoCal
Tactics:
Leverageexistingpartnershipstocreatespecialoffers(EX:discountsforadmission)formemberofPBS
SoCal/iftheydownloadtheapp/iftheyreonanemaillist,etc.

Reachouttoorganizationstocreatepartnerships.(EX:membersofPBSSoCalorpeoplewhoaresignedup
forthenewsletterwouldreceivediscountedadmissiontickets,rewardsforpeoplewhodownloadtheappsfor
SoCalorpartnerorganization.BoothsforpartnerorganizationcouldbeprovidedforSummerLearningDayand
otherPBSSoCalevents)

PretendCityChildrensMuseum

DiscoveryCubeOrangeCountybytheDiscoveryScienceFoundation

CaliforniaScienceCenter

NaturalHistoryMuseumofLA

LACountyMuseumofArt

UtilizepartnershipwithHeadStarttocrosspromotePBSKIDSresources
Invitetrusted/influentialpublicfigures(electedofficialswhoareupforreelectionorlocalcelebritieswhoare
advocatesforeducation)tospeakateventsorpromotePBSSoCalandsupportmutuallybeneficialcauses

KamalaHarrisisanadvocateforearlychildhoodeducationandaffordablechildcare,runningfor
reelectiontotheSenatein2016

LorettaSanchezrunningforUSSenate,wasinHeadStartasachild

TomTorlaksonCASuperintendentofPublicInstruction

OprahWinfrey,AngelinaJolie,MagicJohnson,etc.(allhaveopenedschoolsordonatedmoney)

Strategy6:IncreaseattendanceatSummerLearningDaythroughcommunityoutreach
andsocialmediapromotion
Tactics:
TweetaboutSummerLearningDayandpostphotosofkidsparticipatingonInstagram
SendemailblaststoPBSsubscriberstoinformabouttheupcomingeventandlinkstoregister/RSVP
UsesocialmediaaccountstocreateinteractiveupdatesregardingSummerLearningDay2016including
announcingtheofficialdate

CreateaexcitinggraphicthatcanbeusedasavisualtopromoteSLDonallsocialmediaaccounts/emailblasts
includingflyers,tshirts,giveaways,etc.

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 Contactschooldistricts(LAUSD,IVSD,OUSD)tohavestudentsparticipateinSummerLearningDayasafield
trip

Contactlocalmediaandissuepressreleases
InviteCityCouncilmembersfromCityofIrvineandCityofCostaMesatospeakbrieflytochildrenaboutthe
importanceoflearningandpromotePBScontent/resources

EngageinacountdowntobuildexcitementandreleasesneakpeeksonwhattoexpectduringSummer
LearningDay

PartnerwithsummerprogramssuchasBoys&GirlsClubs,YMCAsandneighborhoodrecreationcenters
Inviteschooldistricts(LAUSD,IVSD,OUSD)thatholdsummerschoolprogramsthiswillhelpexpandthe
attendanceofchildrenwhoarealreadyactivelyengagedineducationalcontentbasedontheircurriculum

WorkwithLosAngelesbasedacademiccamps(lasummercamps.org)toincorporatePBSSoCalcontentinto
theirprograms

CreateamonthlysocialmediacalendarwithcontentforeachdaytohelppromoteSummerLearningDayand
engageinspecialhashtagstoincreaseexposure

Haveparticipatingschoolprograms,campsanddistrictsRSVPbyaspecificdatetokeeptrackofattendees
andhavespecialprizesandcontestforschoolswhodoRSVPASAP

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Timeline
M1=March,week1A1=April,week1,etc.
Lightred=planning/research/updateDarkred=execution

Activity
(Month/Week)

M1 M2 M3 M4 A1 A2 A3 A4 MY1 MY2 MY3 MY4 J1 J2 J3 J4

Createmediacontact
listsa

Share/repostpartners/
complementarycontent

Socialmediacalendar

Socialmediaposting

SendNewsReleases
totraditionalmedia

Pitchtobloggers

Invitemediatoevents

Editcontentonwebsite

Sendmaterialsto
educators

Createchannellisting
graphiconwebsite

Fielddayevent

Movienightevent

Attendtradeshows

Reachouttoorgs.for
partnerships

Inviteelectedofficials
tospeak

Socialmediasummer
learningday

Submissionlink/social
mediacompetition

Promotionalemails

SummerLearningDay
event

Evaluationc

a
:Themediacontactlistwillbeupdatedtoincludenewwritersduetoturnoverinjournalism/bloggingfield(A4,MY4)
b
:Thesocialmediacalendarwillbeupdatedthroughoutthecampaigntoaccommodatechangingtrends(A2,MY2,J2)

c
:Weincludedevaluationatthebottomofthetimeline.Thisincludesconductingprecampaignbenchmarksurveys,keeping
trackthroughoutandthenfinishingtheevaluationafterthecampaignisover.

Budget

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Activity

March

April

May

June

TotalCost

FieldDayEvent

Transportation

$100

$100

Food/catering

$700

$700

Photographer

$300

$300

Hourlyactorsto
dressas
charactersa

$250

$250

MovieNight

Food/catering

$300

$300

Entertainment

$100

$100

PressKits

MailingSupplies
&Postage

$1,000

$1,000

Printing

$250

$250

$250

$750

MediaMonitoring $167

$167

$167

$167

$668

Distribution
Services

$1500

$1,500

Total:

$417

$817

$4,267

$167

$5,668

a
:$10/hourforfivehours,fivecharacters=$250
b
:Vocus=$2000/year($167/monthforfourmonths=$668)

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Evaluation
KeyPerformanceIndicators(KPIs)
1.

Trafficincrease
towebsite(monitorweeklyactivity)

2.

Clickthrurates
(socialmediaandblogposts)

3.

Conversionrates
(trackratesthroughoutcampaignandattheend)

4.

Increaseinsocialmediafollowers
(afterspecialeventsandoverallincreaseaftercampaign)

5.

Appdownloads
(benchmarkmeasureofnumberdownloaded,compareatendofcampaign)

6.

Onlinedownloads
ofeducationalmaterials(monitorafterschool/communityoutreachactivities)

7.

Contentperformance
(analyzetoneofmediaclippings)

8. Numberofmediaimpressions
(monitorthroughoutcampaign,compareendresultwithbenchmark)
9. Increaseinviewership
(betweenbeginningbenchmarkandafterthecampaign)
10. Eventattendance
(increaseinaveragepassratesforsimilarevents)
11. Collectqualitativefeedback
throughsurveys

EvaluationTools(Explainwhatwouldthesebeusedfor)
1.

GoogleAnalytics
toanalyzewhichtacticsdrivethemosttraffic/conversions,determinewherethemostvisitors
aregeographically,seewhatpeoplearemostinterestedinonthePBSwebsiteandidentify
strengths/weaknessesonthewebsite(whichpagesarevisitedmost/least,etc.)

2.

GoogleAlerts
totrackmediacoverage

3.

Vocus
totracksocialmediapresenceanddistributepressreleasestoappropriatewriters

4.

HowSociable
totracksocialmediapresence/buzz

5.

Surveysandattendance
totracknumberofattendees(RSVPaheadoftimeanddayoftheevent)

6.

Facebook
engagementpagesforreach

AnticipatedResults
1.

Trafficincreasetowebsite

2.

Increaseinclickthrurates(socialmediaandblogposts)

3.

Increaseinconversionrates

4.

Increaseinsocialmediafollowers

5.

increaseinnumberofappdownloads

6.

increaseinnumberofonlinedownloadsofeducationalmaterials

7.

Improvementofcontentperformance

8. Increaseinnumberofmediaimpressions
9. Increaseinviewership
10. Increaseineventattendance

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3.Qualifications
TeamMemberDuties&Backgrounds
ElsaEmbler
Iama21yearoldpublicrelationsstudentatCaliforniaStateUniversityFullerton.Ihaveprevious
experienceasanaccountcoordinatorforastudentrunpublicrelationsfirmatmyschoolcalledTitan
PR.Ihavealsoworkedasaneditorialinternatalocalnewspaper.Forthisproject,Iconducted
secondaryresearchandgatheredinformationonkeyaudiences.Ialsohelpedcrafttheoverall
objectivesforthiscampaignaswellasthestrategiesandtacticsusedtoaccomplishthem.Idesigned
thesamplegraphicsforthewebsiteusingPhotoshopandInDesign.Iwasalsoresponsiblefor
consolidatingandorganizingallinformationandideasandputtingthemtogetherintothisproposal.

ErikaJasper
IamapublicrelationsstudentatCaliforniaStateUniversity,Fullerton.Ihavehadexperience
interningatWarnerMusicGroupintheRadioPromotionandMarketingdepartment.Forthis
proposalIhelpedconductsecondaryresearchandgatheredinformationfortheSWOTanalysis.I
alsoassistedwithdevelopingstrategies,objectives,tacticsandcreatedapressreleasethatwould
besuitableforthiscampaign.

KimberlyPeregrina
Iama22yearoldpublicrelationsstudentatCaliforniaStateUniversity,Fullertonandsoontobean
alumnathisspring2016.Ihavepriorinternshipexperiencewithpublicrelationsanddigital
marketing.IamcurrentlyinterningatWarnerMusicGroupinthedigitalmarketingdepartment.For
thisproposal,IassistedwithconductingresearchonelectedofficialsforSouthernCaliforniaand
developingstrategiesandtacticssuchasincreasingawarenessthroughsocialmediaplatformsby
buildingcontenttobepublishedandenhancingthePBSSoCalexperienceoutsidethetelevision
programmingwithspecialevents.

TomohiroUeda

Iama27yearoldpublicrelationsstudentatCaliforniaStateUniversity,Fullerton.Iam
currentlyinterningatInkDirectcorpasamarketingcoordinator.Forthisproposal,Ihelpedconduct
researchandgatheredinformationonkeyaudiences.Ialsoassistedwithdevelopingstrategiesand
tactics.

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4.Appendix

1.

SAMPLEGRAPHICSFORWEBSITE(designed
usingPhotoshop&InDesign).

ThehomepageofPBSSoCalcouldshowchannel
listingsformajorcities/areasvisiblyonthehomepage
tomakeiteasierforvisitorstofindtheirlocalchannel.

Wehaveincludedtwoexamplesofhowthiscouldbe
done:
Byprovidingapopoutgraphicliketheone
shownontheright.Therecouldbealinknext
tothedonatebuttonthatsaysChannel
listingsandthisgraphicappearswhenclicked.
Itcouldalsoprovidealinktothecomplete
channellistsincenotallwouldfitonasmall
graphiclikethis.

Or,thechannellistingscouldbeaddeddirectlytothecurrenttopofthePBSSoCalwebsite,asshownbelow,toensure
itsvisibletovisitorstothesitewhentheyfirstarriveatthehomepage.

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Samplesofhowthewebsitewouldlookwithsuggestions(inorderrespectivefromexplanationonpreviouspage)

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2.SAMPLEPRESSRELEASE

FORIMMEDIATERELEASE
June1,2016

FORMOREINFORMATION:
ErikaJasper
PublicRelationsSpecialist
(123)4567891

Savethedate:PBSSoCalSummerLearningDayisonitsWay

LOSANGELES
,March2,2016PBSSoCalisreachingouttotheparents,educators,schools,policymakers,businessesthis
summertomakeitagreatseasontolearn.PBSSoCalwillhostthiseventattheCostaMesaCommunityCenterinCostaMesa
onFriday,June20at10:00a.m.

PBSSummerLearningDayisanadvocacydayaimedatspreadingawarenessabouttheimportanceofsummerlearning.Many
familieswillbetakingkidstripsforthesummer,andlearningisthelastthingontheirminds.Therewillmultiplevendorslike
ScholasticLibraryPublishing,DiscoveryCubeOC,CaliforniaScienceCenter,LosAngelesZoo&BotanicalGardensandmany
more.

Ticketsareonsalenow.Thiseventisforfamiliesandorganizationswithchildreninprek8th
grade.Largegroupdiscountsare
available.

Forupdatesandannouncements,followPBSSoCalonFacebook,TwitterandInstagram.

AboutPBSSoCal
:

WearetheflagshipPBSstationforLosAngeles,Orange,Ventura,SantaBarbara,Riverside,andSanBernardinocounties.Our
studioandadministrativeofficesarelocatedinCostaMesa,ourTechnicalOpsCenterislocatedinHuntingtonBeach,andour
transmissionfacilitiesarelocatedonMt.Wilson.PBSSoCaLisa501(c)(3)nonprofitorganizationregisteredunderthename
KOCETVFoundation.

###

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5.References

1.

A.Scott.(n.d.).HowtoReachtheMillennialGenerationwithSocialMedia.RetrievedFebruary19,2016fromPost
Plannerwebsite:https://www.postplanner.com/howtoreachthemillennialgenerationwithsocialmedia/

2.

CaliforniaEarlyCareandEducationWorkforceStudy.(2006).Berkeley,CA:CenterfortheStudyofChildcare
Employment.RetrievedFebruary19,2016,from
http://www.irle.berkeley.edu/cscce/wpcontent/uploads/2006/01/statewide_centers.pdf

3.

Dabas,J.(2013,Jul09).Here'stothetechsavvymom.FinancialExpressRetrievedfrom
http://search.proquest.com/docview/1398513815?accountid=9840

4.

Doerer,K.(2015,July30).OneKeyEconomicFactorisForcingMillennialstoMoveBackHome.RetrievedMarch
10,2016,fromhttp://www.pbs.org/newshour/makingsense/saddleddebtmillennialsmovebackhome/

5.

GraspingYoungCrowd.(April28,2008Monday).Investor'sBusinessDaily,Retrievedfrom
www.lexisnexis.com/hottopics/lnacademic

6.

HintzZambrano,K.(2015,October19).HowMillennialParentsDifferFromGenXAndBoomers.Retrieved
February23,2016,fromhttp://www.mothermag.com/millennialparents/

7.

HowMillennialParentsThinkDifferentlyAboutRaisingKids.(2015,October15).TIMEMagazine.Retrieved
February20,2015,fromhttp://time.com/4070021/millennialparentsraisingkidspoll/

8.

HowMillennialsUseandControlSocialMedia.(2015,March16).RetrievedFebruary15,2016,from
https://www.americanpressinstitute.org/publications/reports/surveyresearch/millennialssocialmedia/

9.

LosAngelesCountyEconomicDevelopmentCorporation.(2015).CaliforniaandSouthernCaliforniaIncludingthe
NationalandInternationalSetting.EconomicForecast&IndustryOutlook.RetrievedFebruary20,2016,from
http://laedc.org/wpcontent/uploads/2015/09/LAEDCSeptember2015ForecastReport.pdf

10. MillennialsinAdulthood.(2014,March7).RetrievedFebruary20,2016,fromPewResearchCenterwebsite:
http://www.pewsocialtrends.org/2014/03/07/millennialsinadulthood/

11. Orden,E.(2011,Nov15).Disneybuys'mom'blogs,planstointegratecontent.WallStreetJournal(Online)
Retrievedfromhttp://search.proquest.com/docview/903815897?accountid=9840

12. ParentingApproachesandConcerns.(2015,December17).RetrievedFebruary22,2016,fromPewResearch
Centerwebsite:http://www.pewsocialtrends.org/2015/12/17/3parentingapproachesandconcerns/

13. ParentinginAmerica.(2015,December17).RetrievedFebruary20,2016,fromPewResearchCenterwebsite:
http://www.pewsocialtrends.org/2015/12/17/parentinginamerica/

14. PBSSoCal.(2015).ReporttotheCommunity:FiscalYear20142015(Rep.).CA:PBSSoCal.

15. PBSSoCal.(2015,January).PBSKidsSuperPower(full)Proof.

16. Satisfaction,TimeandSupport.(2015,December17).RetrievedFebruary22,2016,fromPewResearchCenter
website:http://www.pewsocialtrends.org/2015/12/17/2satisfactiontimeandsupport/

17. TheAmericanFamilyToday.(2015,December17).RetrievedFebruary22,2016,fromPewResearchCenter
website:http://www.pewsocialtrends.org/2015/12/17/1theamericanfamilytoday/

18. Thompson,S.(2007).MommyBlogs:AMarketer'sDream.AdvertisingAge,78(9),6.Retrievedfrom
http://search.proquest.com/docview/208358422?accountid=9840

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19. TheRiseoftheMommyBlogger[INFOGRAPHIC].(n.d.).RetrievedMarch11,2016,from
http://mashable.com/2012/05/08/mommybloggerinfographic/#_JQQARMBPkq9

20. Francisco,A.,&Gross,K.(n.d.).IdentifyingtheTopFourChallengesinK12Education.RetrievedMarch12,2016,
fromhttp://www.digitalpromise.org/blog/entry/identifyingthetopfourchallengesink12education

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