Strategic Communication Planning Matrix

Research

Background We as a public relations firm have been contracted by the city of St. Joseph, MO. We need to provide solutions to provide awareness of a Nihonga Art Exhibit that is happening at the community Art Center. Nihonga describes a Japanese style of painting that blends the graphic styles from Chinese or Western-influences. The Mayor of St. Joseph wants to encourage the importance of the Japanese culture by showing the beauty of native Japanese art. The city feels that it is important to close the culture gap within the growing, local Japanese population. The challenge is marketing and advertising the event which happens on July 1st thru September 14th from 10 a.m. to 6 p.m. The exhibit will feature Japanese art traveling throughout the world to community along with classes, seminars and exhibits for grade school students and adults.

Situation Analysis The city of St. Joseph, Missouri wants to promote the premier showing of the Nihonga art in St. Joseph. Due to the increasing population of Japanese to the St. Joseph area, the mayor wants to promote cultural acceptance in order to decrease the diversity gap in the town, in order to maintain local cohesion.

The challenges that could arise are that citizens of St. Joseph may not be interested in attending the exhibit because of lack of knowledge or desire to learn about the Japanese culture. Another issue could be that the number of volunteers may be much lower that what is needed.

Core Problem 1. Lack of education of the Japanese culture in St. Joseph.

2. Attendance- getting people to come.

3. Lack of budget and sponsorships.

Action Planning

Goals 1. Raise awareness in the city

2. Put on exhibit (of the artwork itself).

3. Host classes for grade school students and upper level adults.

4. Host demonstrations and seminars.

Objectives 1. Increase awareness to the community (measured by a 10% increase of attendance each week).

2. Have an exhibit with more community members in attendance (measured by 10% increase of attendance each week).

3. Advertise classes with professionals, and have multiple area sponsors (such as the high schools).

4. Have personalized tours, as well as class offerings to the locals.

5. 1,500 volunteers on the town team for the events.

Key Publics -Citizens of St. Joseph (Volunteers, Japanese community and Art community)

-Local businesses

-Parents

-Students (Grade school and College)

Message Primary- Dive into the Japanese culture in St. Joseph, Missouri. Visit theExhibition July 1st-September 14th featuring Nihonga art style.

This event is open to the public for all ages.

Secondary- The Exhibit will feature a collection of over 40 traditional Nihonga art pieces. St. Joseph, leading this culmination of art classes, seminars, and public demonstrations of the art style to promote a better understanding of the Japanese culture.

Strategy Artist on Location- Local businesses and the St. Joseph art community will be informed and encouraged to attend/host the artist on

location because they are the publics most interested in this event and the local businesses are the ones who can provide the best venue to host these events.

Classes/Seminar- Schools, parents, students, and the art community will be invited and encouraged to attend the classes/seminars because these events are designed for these publics.

Exhibits- The art and Japanese communities of St. Joseph, local businesses, students and parents will be invited to the upcoming exhibit, featuring the Nihonga art, because they are the publics that will most affect the exhibit’s success.

Tactics Artist on Location-

1. Call local businesses to inform and encourage them to host artist on location.

a. These local businesses will be best to host the event. 2. Create flyers and post in local newspapers and radio about the event.

a. Flyers, newspaper, and radio media will increase the number of people informed about the event and increase attendance.

3. Send out emails to local art organizations inviting them to the event.a. Sending out an email to the local art organizations, inviting

them to the event, will show that they are valued and wanted at the event and will increase attendance.

Classroom/Seminars-

1. Email the local grade schools and art associations informing and inviting them to the classes.

a. These classes were designed for the students.

2. Create flyers to post on campuses,b. These flyers will inform college students about the classes/seminars.

Exhibit-

1. Email the local schools (grade and colleges) informing them and inviting them to the exhibit.

a. This will increase attendance.

2. Post flyers in/around local Japanese businesses.a. This will increase attendance from the Japanese community.

3. Call local Japanese businesses and encourage participation.a. This will increase attendance and the number of volunteers.

4. Call and email not-for-profit organizations and request volunteers.a. This will increase the number of volunteers.

Timeline Artist on Location-    December 10, 2014-Come up with the “pitch” for the call.    April 1, 2015-Call local businesses to inform and encourage them

to hostartist on location.April 1, 2015-Create flyer, newspaper, and radio concepts.May 1, 2015-Create/print flyers.May 2-9, 2015-Post flyers.June 1, 2015-Send out emails to local art organizations inviting

them to the event. June 1-July 1, 2015-Post publicity in local newspaper.June 17-July 15, 2015- Broadcast publicity on local radio

(frequently). July 16-September 14, 2015-Broadcast publicity on local radio

(scarce).

Classes/Seminars-    May 1, 2015-Create flyer concept.    May 30, 2015-Create email message.    June 1, 2015- Create flyers and print.   June 1, 2015- Send emails out to schools and art communities.

    June 5-8, 2015-Post flyers.

Exhibit-    May 1, 2015-Create email messages to send to schools and not-

for-profits.    May 1, 2015- Create flyer concepts.    May 25, 2015-Create script for calling Japanese businesses.    June 1, 2015- Create and print flyers.    June 1, 2015- Send out emails to local schools and not-for-profits.    June 1, 2015- Call local Japanese businesses.    June 5-8, 2015- Post flyers.

    June 15, 2015- Call not-for-profit organizations to check-up on volunteers.

Budget

Communication

Communication Confirmation

Key Publics Self-interests Primary messages

Influential Objectives Strategies Tactics

Schools (Principals, art teachers)

Educate students, maintain peace, promote diversity

Teach students about Nihonga art, allow students to participate in diversity project, teach students about other culture

School board, community members

Persuade 80% of city schools and 50% of surrounding schools  to adopt Nihonga Classroom Experience and get 5% of High schoolers to attend field trip

Contact art departments and principals explaining the importance of teaching diversity.

Write a letter to the principals and art directors

Meet with principals and art directors

Students Education, fun, and opportunity to display their own  art in public

Participate in this fun, educational, hands-on projects

Parents, peers, teachers

Persuade 30% of elementary and 15%  high school students to enter their art into Nihonga Art display on Thursday nights.

Develop an art exhibit that selects the best art and displays it for parents and public to view.

Have teachers promote student art submissions.

Make a video for art classes to introduce idea.

Promote (tag) older students on social media.

Families (mothers, fathers,

Love of and pride in children

Come and see your child’s

Teachers, news, churches,

Persuade 2 parent figures to come with their children

Contact the families, bulletin writers

Write congratulations letters to

grandparents, siblings)

artwork and support your child’s friend’s paintings.

peers and view student’s artwork and the Nihonga  exhibit on Thursday nights.

of churches, and news programs and give them the names of the winners to announce and ask to support children.

parents.

Email churches.

Email teachers.

Promote on social media

Churches Loving and accepting all of God’s children, Building congregation, Recognizing successes of members,

providing opportunity for congregation

Support diversity of the community by learning about Japanese culture.

Learn to communicate and appreciate other cultures, allowing you to reach out to all peoples, winning souls.

Congratulate students on their hard work.

Religious leaders, church members, news

Persuade 35% of church  community to go to exhibit. Persuade leaders to make announcements for volunteers and announcements of students in congregation

Contact people who write bulletins, religious leaders who make announcements.

Call religious leaders and people who write the bulletin.

Meet face-to-face to ask for volunteers and to promote Nihonga events.

Email names of selected students.

Japanese citizens (Japanese employers, and employees, residents of St. Joseph)

Safety, good schools, jobs and economy

Take pride and come celebrate your heritage with us.

We appreciate your culture.

Employers, peers, city government, churches

Persuade Japanese 90% of businesses to advertise the Nihonga Art Festival  to employees.

Contact business leaders and Japanese community leaders to invite them.

Meet with business professional and provide advertisements for breakrooms

Traditional St. Joseph Residents (homeowners, elderly population)

Housing, safe neighborhoods, jobs, good schools

Explore a new culture, get to know about your neighbors

churches, news, employers, community

Persuade 40% of St. Joseph residents to go

Contact homeowners association and nursing homes

Advertise on radio, billboards.

Use social media to spread the word

Volunteers (college students, high

Volunteer hours, service, resume

Help your community

Collegiate Advisors, HS

Persuade 1,500 college students, high school

Contact school advisors and counsellors and

Email advisors, counsellors,

school students, members of organizations)

building, learning, experiencing other cultures

Use this as an opportunity to beef up your resume

Be a leader

Meet volunteering hours

Get training

counsellors, organization advisors and leaders, parents, churches

students, and members of organizations to volunteer at the exhibit

organizational leaders to advertise this position.

and leaders

Advertise on social media

Hold an informational meeting

Evaluation

Evaluation -At the end of each group tour, there will be a short optional survey for the guests to fill out

• Questions will include asking about the tour itself, the artwork, and advertisements for the event.

-Attendance will be monitored weekly, to see if goals are met for community attendance.

-Hold mini-quiz for students at the end of art classes for the schools.

-Questionnaire for the volunteers to see what improvements they believe should be made.