This is a campaign snapshot of my Capstone Project for my Public Relations Master Degree at Full Sail University, 2014.

1. Thursday Night Live Music at Jacob’s Well
By: James Powell
Mission Statement
Jacob’s Well provides a safe environment for the students of
Butler Community College (18-20) and El Dorado public
schools. Mixed with live, local musicians every Thursday, the
community now has a place for rest, relaxation, and resource
while supporting a local small business.
!

2. “Our passion for the El Dorado community and our mission to
spread the word of Jesus Christ has lead us to bring together
the people in a safe and inviting evening of music and hope.”
-Tyler Brickley, Owner

3. Goals
Build a relationship between Butler Community College,
USD 490, and Jacob’s Well
Minister through spoken word and music to the target
demographic
Increase awareness of the Thursday night live music event
in the community

4. Objectives
30% increase of customers by 01/01/2014
40% increase of total sales by 02/01/2014
10% increase of online live views of event by 03/01/2014
Increase our foot traffic by fifteen new customers every
Thursday and twenty new Facebook likes a week
Greater brand awareness within the student community

5. Strategies

6. Local Media (Butler County Times, Butler Lantern, Shoppers
Guide) TV Channel 27
Google Live Hangout/Youtube
Facebook/Twitter
Handbills

7. Tactics
Press Releases informing public of upcoming artist of the week
Advertising in print and on online publications
!
Promote through Facebook and website live event
!
Post event to Facebook/Twitter
Place printable coupon on Facebook for special discount’s at event
Tweet special code for special discount’s at event
Live Tweet (tweet-up) the event
!
Placement at educational institutions
Placement on community bulletin boards
Distribution on car windows

8. Evaluation/Benchmarks
Facebook and YouTube Analytics
Google Alerts
Social Sprout
Customer Count
Social Sharing
!

9. Infographic

10. Sources
Butler Community College http://www.butlercc.edu/
!
City Data http://www.city-data.com/city/El-Dorado-Kansas.html
!
Jacob’s Well http://ilovethewell.com/ http://www.youtube.com/user/ilovethewell
https://www.facebook.com/ilovethewell
!
Neumeier, Marty. The Brand Gap. MBS Direct. <vbk:MBS987785#page(vi)>.
!
Regnerus, M. & Uecker, J. (2007). How Corrosive Is College to Religious Faith and Practice? Retrieved
August 18, 2013 from http://big.assets.huffingtonpost.com/Regnerus_Uecker.pdf
!
Scheitle, C. P. (2011). U.S. College Students' Perception of Religion and Science: Conflict,
Collaboration, or Independence? A Research Note. Journal For The Scientific Study Of
Religion, 50(1), 175-186. doi:10.1111/j.1468-5906.2010.01558.x
!
Scott, David Meerman. The New Rules of Marketing and PR: How to Use Social Media, Blogs, News
Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd
Edition, 2nd Edition. John
Wiley & Sons P&T, 2010-01-18.
!
Social Sprout https://sproutsocial.com/
!
Tancer, B.(2008) Click: What Millions of People Are Doing Online and Why It Matters. Hyperion, New
York