3. 3
3
To The Department of Music,
Xpertise PR Firm is privileged to have had the opportunity to
design a campaign for the Department of Music. We have
been dedicated to working in a consistent and cohesive
manner. Individually, our firm members have exemplary skills
in various concentrations. However, we all have strived to
deliver flawless efforts through dedication to the depart-
ment and the art of public relations.
Stephanie Gonzalez is in her 3rd year at UTEP. She has held a
spot on the dean’s list in the fall of 2007 and the fall and spring of 2009. In addition, she has gained priceless
interpersonal skills in serving as a university peer leader for 2 semesters. Throughout her time at UTEP, she has
participated in communication research which has allowed her to apply her exceptional writing abilities.
Stephanie is proficient in not only English, but Italian and Spanish as well.
Krystal Reyes is currently in her last year at UTEP. She has served as a Campus Life representative assistant,
which has allowed her to give back to UTEP. In addition, her work as a Communication Department clerk has
given her the opportunity to be involved in activities in her field of study.
Leonard Brown, before coming to UTEP served in the United States Navy for 6 years where he developed his
leadership skills in training personnel. After leaving the Navy, he served on the Grossmont Community College
debate team where he also held a place on the dean’s list for 3 consecutive semesters. He is currently in his
last year at UTEP.
Miriana Salinas is currently in her second year at UTEP. Although born in the US, Miriana was raised in Chihua-
hua, Chihuahua, Mexico, and attended bilingual classes making her proficient in English and Spanish. She cur-
rently works for Hilton hotels which has allowed her to build relationships with clients from around the world.
Lastly, experience in volunteer work through nonprofit organizations has given her the knowledge of planning
and managing events.
Dominique Bayona has completed many research assignments in the field of communication. She has
learned the many PR writing skills necessary to excel in campaign writing. She held a spot on the dean’s list in
the fall of 2008 and 2009. Through her University 1301 job at UTEP, she has developed proficient leadership skills.
In addition to all of this, Dominique has widened her perspective on communication through her world travels
and study in Australia.
In addition to all our individual skills, our extensive research and dedication to the Spring Gala cam-
paign has allowed us to further our communication abilities. All of our members at Xpertise have been de-
voted to producing the highest quality work.
Sincerely,
Xpertise
GALA PR CAMPAIGN
6. 6
6
The purpose of this document is to enhance the relationships that the Department of
MUSIC has with its publics. Its publics include all the members of the UTEP community, the
greater EL PASO area, and the surrounding music entities. In order to enhance these RELA-
TIONSHIPS, research has been collected about the department’s motives, influences, and
goals to provide our client with EFFICIENT strategies and tactics. Through analyzing the de-
partments, outside trends, and the SPRING GALA’S target audiences we are able to fully
comprehend the department’s OBJECTIVES to provide a customized campaign. Specifi-
cally, our goal for the Spring Gala is to appeal to the masses in every aspect. We will
achieve this through research, efficient transactional COMMUNICATION, and through analy-
sis of our findings. Incorporating this with modified public relations tools, an allocated
budget, and a CLEAR timeline provides the department with a concise perspective of our
campaign. Our goal at XPERTISE is to utilize, enhance, and expand the existing Spring
Gala’s PR approach. In turn we hope to RAISE awareness and INCREASE attendance for
the Spring Gala in order to exceed our client’s expectations.
To the Department of Music from the members of Xpertise:
GALA PR CAMPAIGN
4 XPERTISE PR FIRM
7. 7
7
Situational Analysis
BUISNESS
OBJECTIVES
The Department of
Music at the University of
Texas at El Paso showcases
their outstanding musicians
by facilitating various per-
formances and programs for
the UTEP and El Paso com-
munity through providing
their student musicians with
opportunities to build re-
spectable careers in various
musical fields that captivate
their community at the high-
est level. The Spring Gala
is an assortment of perform-
ances that is held once a
year honoring the dedication
that the students have put
forth throughout the semes-
ter. The gala includes multi-
ple ensembles such as jazz,
wind, and other solo recit-
als. The Department of Mu-
sic places great importance
on this particular event in
order to illustrate their stu-
dents in the best light and
surpass the community’s
expectations. The main ob-
jective of this event is to sell
out the Magoffin Audito-
rium where the Spring Gala
is held, whose occupancy
level is 700 (people). The
future of the exceptional
Spring Gala musicians at
UTEP is the department’s
main concentration when it
comes to their individual
and collaborative perform-
ances. The courses offered
within the department allow
the students to experience
firsthand, specific skills that
distinguish the students
from others in the country.
Students work in congru-
ence with their instructors to
create a stimulating and dy-
namic force. Many of the
mentors are nationally and
internationally known,
which allows their students
to acquire a broader aca-
demic awareness. The De-
partment of Music takes
great pride in honoring the
expertise of their staff. They
believe it is in the instruc-
tors and students best inter-
est to demand the profi-
ciency of certain individuals
in order to produce a tal-
ented environment. The De-
partment of Music illus-
trates immense dedication to
the UTEP as well as El Paso
community when deciding
their yearly events. The hard
work and time it requires
into building an optimistic
and friendly environment
does not come easy. How-
ever, the Department of Mu-
sic at UTEP sustains this
setting by incorporating
gifted and positive instruc-
tors and students that make
the institute what it is today.
XPERTISE PR FIRM 5
8. 8
8
Situational Analysis
he Department of
Music at the Uni-
versity of Texas at
El Paso offers nu-
merous events such as en-
semble and individual per-
formances. These events en-
compass the university as
well as the greater El Paso
community. The Department
of Music sponsors the gala
which occurs every May on
a week-
day. This
schedul-
ing can
c o n f l i c t
with many
i n d i v i d -
ual’s daily
a g e n d a s
and can
p r e v e n t
them from
attending.
Pa re n ts ,
with young children espe-
cially, have certain obliga-
tions throughout the week.
The Spring Gala at-
tracts audiences that already
have an interest in music or
are musicians. This can limit
the range of attendees and
reduce potential profit where
a high attendance rate is of
great importance. The insti-
tution wishes to draw a more
diverse audience that is not
restricted to individuals sim-
ply interested in the arts.
The department pro-
phony’s performances might
reconsider also attending the
Spring Gala.
Another institution
that correlates with the De-
partment of Music is the
UTEP Dinner Theater. The
UTEP Dinner Theater hosts
dinner and non-dinner per-
formances during the same
week as the Spring Gala.
This pre-
sents a con-
flict to
those that
m a i n t a i n
i n t e r e s t s
within the
art commu-
nity when
d e c i d i n g
which per-
formance
to attend.
The Spring
Gala hosts a reception din-
ner before the performances
in which it honors its spon-
sors. Although the depart-
ment has many sponsors, the
amount of donations re-
ceived is still limited and ad-
ditional sponsors are always
sought out. Limited spon-
sors, conflicted scheduling,
lack of attendees, and im-
proper distribution of adver-
tisements could pose many
challenges and problems for
the Department of Music in
association to the Spring
Gala.
motes the gala by advertis-
ing their event in the El Paso
Scene magazine and through
social networks such as
Facebook. The Department
of Music does not advertise
in any of the local news pa-
pers such as the El Paso
Time’s or El Diario. The de-
partment’s current place-
ment of advertisements
could hinder the gala’s prob-
ability of success because
many people are not aware
of the event or do not access
the previously stated media
outlets.
Another possible de-
terment is The El Paso Sym-
phony Orchestra. Many of
the people who attend the
symphony attend the entire
season. This organization
can be an issue for the de-
partment as far as attendance
is concerned. Most people
who attend the entire season
or a majority of the sym-
PRODUCT/
SERVICES
ISSUES
T
6 XPERTISE PR FIRM
9. 9
9
Situational Analysis
roblems arise
when considering
the type of audi-
ence the Depart-
ment of Music wishes to
attract. Many students at
the University of Texas at
El Paso as well as those in
lower education might not
find the arts as fascinating
as older generations. The
younger generation which
is often classified as Gen-
eration Y is more likely to
attend concerts that person-
ify popular culture. Ac-
cording to Alex Ross and
Hans Leenders, only 7% of
Generation Y individuals
attended classical events as
opposed to 50% who at-
tended
popular
culture
events.
Fur-
thermore,
the recent
downturn
of the
economy
has pre-
vented
many peo-
ple from
attending
regular
shows as
well as
new per-
formances. The Arts Edu-
cation Partnership found
that the par-
ticipation of
adults who
attended a
performing
arts event
fell from
40% to 35%
in 2008.
They also
stated that
the level of participation in
individuals who had con-
tinually attended perform-
ances in the last year
(2007) had declined 4.4%
due to the economy. The
cost for many of these re-
citals is not expensive how-
ever, they are not free.
Many individuals cannot
spend the money they used
to on performances in order
to save for necessities.
INDUSTRY
TRENDS
P
XPERTISE PR FIRM 7
10. 10
10
Situational Analysis
The Department of
Music at University of
Texas at El Paso has many
competitors in the artistic
community. Competitors
include El Paso entities and
more specifically other
UTEP departments, such as
Theatre and Dance.
Throughout the year, this
department holds around
nine performances. It also
hosts a play during the
same week of the Spring
Gala. This can create a
conflict for those who wish
to attend both perform-
ances. This faction is ex-
COMPETITIVE
FACTS
8 XPERTISE PR FIRM
11. 11
11
Situational Analysis
tensive in that it has three
theatres on campus and
ticket prices can range any-
where from six to twelve
dollars. The Dinner Theater
which is a separate organi-
zation from Theatre and
Dance, holds anywhere
from three to six musicals
each school year. This spe-
cific association distin-
guishes itself from others
due to the fact that it offers
dinner with every show.
However, admission prices
can range from ten to forty
dollars. The Rubin Center,
also located at UTEP, ex-
hibits artwork all year
round. It hosts an art ex-
hibit the first week of May
and this can be an atten-
dance determent for the
Spring Gala. An indirect
competitor to the Spring
Gala is the El Paso Sym-
phony Orchestra which
holds concerts during the
spring and summer sea-
sons. Admission prices can
vary from ten to two hun-
dred dollars and limited
free tickets are dispersed to
local elementary, middle,
high school, and UTEP stu-
dents. EPSO also sponsors
other events such as Music
Under the Stars and vari-
ous sporting events. Due to
EPSO’s city-wide PR tac-
tics, some people might
rather attend the symphony
than the gala. The Depart-
ment of Music’s Spring
Gala is also a competitor to
the above affiliations. The
department hosts a gala re-
ception dinner for exclu-
sive department donors,
scholarship recipients, and
other sponsors such as fac-
ulty. Furthermore, the Gala
presents various perform-
ances throughout the night
organized by students. The
previous factions remain
competitors due to the fact
that they engage similar
audiences and offer artistic
entertainment.
XPERTISE PR FIRM 9
12. 12
12
Situational Analysis
CUSTOMER
FACTS
The Department of Music
has several target audiences all of
which encompass the greater El
Paso area. The first target audi-
ence is high school musicians i.e.
band, orchestra, and choir mem-
bers. These up and coming musi-
cians look up to their older peers
and watch them perform at the
university level. This target audi-
ence also attends the gala for in-
spiration and to be more familiar
with what they could be doing
musically at the college level. The
second tar-
get audience is the UTEP stu-
dents, faculty, and staff. Aware-
ness is easily achieved on campus
due to the small community as-
pect of UTEP. The Department of
Music makes many efforts to ad-
vertise the Spring Gala around
campus with the use of fliers and
posters. Many of the students,
faculty, and staff that do attend
are other fine arts
majors as explained
by Professor Curtis
Tredway, former
gala director. Pro-
fessionals and sen-
ior citizens make
up the last target
audience. Profes-
sionals generally attend the
Spring Gala because a friend or
child is performing or helping
coordinate the gala. They also
have the means to attend because
they are professionals and make
decent money. Senior citizens
attend this event because it is
timeless and classic unlike popu-
lar music of this day and age.
Many of them are also retired and
have time to attend such events.
10 XPERTISE PR FIRM
13. 13
13
ublic Relations entails
developing and main-
taining positive rela-
tionships with a client
and its publics. Cur-
rently, the Department of Music
has an ample approach to PR.
The department covers several
fields in order to get the word out
about their upcoming events,
such as the Spring Gala. In the
past, the department has con-
tacted KTEP, which is a public
radio station supported and spon-
sored by the University of Texas
at El Paso that has run audio re-
leases for the department’s
events for free. Dr. Elisa Wilson,
has mentioned that no measures
were taken to assess the response
to this approach, therefore the
success of this tactic is unclear.
The Department of Music has
listed their events in the El Paso
Scene magazine and furthermore,
it has distributed posters in the
surrounding area to popular busi-
nesses and more specifically to
the UTEP and general music
community. Newer coverage in-
cludes the Facebook community
in which it has created a fan page
and is steadily gaining more sup-
porters. Any further coverage is
achieved through old fashion
word of mouth. Even with all
these efforts, the majority of peo-
ple that attend the gala are still
musicians, other UTEP fine arts
majors, and friends or family of
the performers as explained by
Professor Curtis Tredway.
can eas-
ily share
this info
with each
o t h e r .
A d v e r -
tisements
p o s t e d
a r o u n d
campus and the surrounding
area is another approach that the
Department of Music takes.
This creates greater awareness
of the Spring Gala and has the
potential to bring in more atten-
dees.
The Spring Gala con-
centrates on a more academic
and classical approach to music.
That is to say that it is not in the
category of popular culture and
this could deter many young
potential audience members.
Another weakness is that the
gala is not advertised in local
newspapers such as the El Paso
Times and El Diario. Due to the
lack of donors and funds, the
Department of Music is limited
in the ways it can advertise the
Spring Gala. The last weakness
is the lack of relationships
within the fine arts departments
at UTEP. The Department of
Music factions, such as the
Symphony Orchestra, currently
do not perform or work on pro-
jects together. For example, the
Symphony Orchestra has never
performed during the dinner
portion of a Dinner Theater mu-
sical.
he 8th Spring Gala
concert will be pre-
sented in May 2011,
which signifies that
the University of Texas at El
Paso Department of Music has
along the years created experi-
ence and knowledge of manag-
ing a large scale event. Consis-
tency is one of the gala’s
strengths; it is always held the
first week of May at the Magof-
fin Auditorium making it easy
for its persistent audience mem-
bers to remember and attend.
Their consistency can eventu-
ally make a tradition.. This is
what attracts people every year.
Another of the Spring Gala’s
strengths is the easily available
access to buying tickets online
at a variety of websites such as
that of the El Paso Time’s, the
Las Cruces Sun-News, and
Ticketmaster. This can easily
increase the number of people
that attend the event. The UTEP
Department of Music is also
accessible online through its
official UTEP website and more
recently through Facebook
which is the most popular social
-network site. Through this
younger generations of people
are able to gain information
about upcoming events and they
ROLE OF
PR
P
Situational Analysis
SWOT
ANALYSIS
Strength
T
Weaknesses
XPERTISE PR FIRM 11
14. 14
14
y increasing audience
attendance and by
broadening the audi-
ence demographic, the
Spring Gala has the potential to
be an even bigger success. Per-
forming more contemporary
styles of music and also a wider
array of music could also make
the gala more success. This
could attract the attention of
more students not only from
UTEP, but also from public
schools in the area. The local
media is always interested in
the great things that are happen-
ing in El Paso and their exclu-
sive invitation to the gala could
bring more awareness to the
event and illustrate the talent of
the UTEP Department of Mu-
sic. There is also the opportu-
nity of working with other
UTEP fine arts departments
such as Theatre and Dance and
The Stanley and Gerald Rubin
Center. Many efforts can be
made to target high schools
band, orchestra, and choir mem-
bers by creating tactics that spe-
cifically involve this audience.
here are several enti-
ties that could pose a
threat to the Spring
Gala. This includes the El Paso
Symphony Orchestra, UTEP
Theatre and Dance, and the
UTEP Dinner Theater. These
three associations offer artistic
amongst younger generations.
Furthermore, younger genera-
tions would also prefer to attend
a pop music concert instead of
attending a concert with a more
classical approach to musical
performances.
entertainment much like
the Department of Mu-
sic’s Spring Gala. Other
potential threats could
range from things as simple as
the movies, nightclubs, and
bars, all of which are popularB
Opportunities
Threats
T
DISCUSSION
SITUATIONAL
ANALYSIS
Situational Analysis
At Xpertise, we use our individual skills and experiences to work to-
gether to build an effective and creative campaign for our client, the
Department of Music. The objectives for this campaign are to create
awareness which in turn will increase attendance for the Spring Gala.
Building relationships with the specified target audiences can help
achieve these objectives. Understanding the best way to build these re-
lationships is crucial. Whether it be by working with different fine arts
departments on different productions or engaging high school musi-
cians through a competition, the Department of Music must understand
how to engage their target audiences. Researching industry trends can
also be a help when considering which tactics you would like to utilize
in order to achieve the objectives. If the economy is down, people are
not going to be willing to spend as much money on leisurely activities.
Analysis of past PR tactics is crucial in deciding how to promote the
Spring Gala. Flier and poster distribution has not been effective in the
past as explained by Dr. Elisa Wilson. No means of measure have been
taken to analyze their effectiveness, but Dr. Elisa Wilson has informed
us that she rarely sees any of the promotions and therefore might not be
reaching the public. Measuring the results can give great insight as to
how to better promote the gala in order to achieve its full potential.
12 XPERTISE PR FIRM
17. 17
17
JANUARYA subsection will be created on the Department of
Music website specifically for
the Spring Gala. We hope to attract all of our target
audiences.
Tactics:
UTEP Music Major Presentations
22 music majors will volunteer to give a certain num-
ber of presentations at an EPISD high school.
This is dependent on how many band, orchestra,
and choir periods there are at the respective high
school.
22 volunteers are needed for the 11 EPISD high
schools; Andress, Austin, Bowie, Burges, Cha-
pin, Coronado, El Paso, Franklin, Irvin, Jeffer-
son, and Sunset High.
Each music major volunteer will present to band,
orchestra, and choir classes at an assigned high
school.
The high school presentation will take place the sec-
ond week of school or mid-January.
Fliers with the competition information will be handed
out.
PR Tools:
Fliers- will contain the date, time, location, slogan (“It
is in the DOING of arts.”) requirements, and Gala
website address which will contain audition
music and consent form.
Spring Gala Website
A subsection of the Department of Music website
will be created specifically for Spring Gala information.
A separate Spring Gala tab will be created in the De-
partment of Music website.
The Spring Gala tab will contain all information per-
taining to the Spring Gala.
Contact information
Date
Time
Location
Theme
Ticket Price (link to Ticketmaster)
Some facts of selected gala performers and directors
along with pictures
Our entire media kit and media alerts will be available
electronically through this tab
Downloadable powerpoints will be available for music
majors and media to utilize
EPISD high school competition specifics
Downloadable competition audition music and consent
forms will be available for the high school musi-
cians
Sample videos with corresponding pictures will also be
visible
PR Tools:
Electronic Media Kits- will contain every-
thing in the above media kit.
Electronic Media Alerts- will include re-
minders of the gala and gala events.
Powerpoint- will contain gala specifics with
corresponding pictures
Objectives:
To raise awareness
To increase attendance
Target Audiences:
EPISD high school band, orchestra, and choir students; teachers;
and their respective family and friends
Andress
Austin
Bowie
Burges
Chapin
Coronado
El Paso
Franklin
Irvin
Jefferson
Sunset High
UTEP students, faculty, and staff
Fine arts students: theater, art, and dance majors
Commuter students
Stanley and Gerald Ruben Center attendees
Dinner Theatre attendees
El Paso Community College students (all)
Retired senior citizens age 65 and up
Country club members
Restaurant connoisseurs
Golfers
Church goers
Art connoisseurs
Professionals
Yuppies
Parents 30-50 year olds
Alumni
The media
KVIA News Channel 7: professionals and retired
senior citizens
KTSM News Channel 9: professionals and retired
senior citizens
Univision News Channel 26: professionals and retired
senior citizens
The Prospector: UTEP students, faculty, and staff
El Paso Times: Retired senior citizens; professionals;
and UTEP faculty
El Diario of El Paso: Retired senior citizens; profes-
sionals; UTEP faculty
El Paso Scene Magazine: UTEP students faculty and
staff; professionals; retired senior citizens;
EPISD musicians; EPCC students
What’s Up Magazine: UTEP students faculty, and
staff; professionals; retired senior citizens;
EPISD musicians; EPCC students
KTEP radio station 88.5: UTEP students, faculty, and
staff; professionals; retired senior citizens; EPCC
students
Strategies:
In order to build a relationship with younger musi-
cians, the Department of Music will host a com-
petition for EPISD high school band, orchestra,
and choir students for the opportunity to partake
in the Spring Gala.
XPERTISE PR FIRM 15
18. 18
18
Sample video- contains picture slide and
corresponding music
The website tactic is targeted towards all of our target audiences. As the
world wide web grows, more and more people are first going to
websites to find quick information. In the Pew Internet and
American Life Project report, it states that 73% of Americans used
the internet in 2009 as opposed to 66% in 2005. In the Department
of Music website, we found that no broad information was avail-
able pertaining to the Spring Gala. We decided that since the
Spring Gala was the largest event that the department holds, a
separate tab should be created for it. We hope to increase atten-
dance by 1.5% or 10 people.
Budget:
$ 0
Fliers are of no cost since they are printed
and copied through the department
Presenters will be recruited on volunteer
basis
Gala website will only be an addition to the
Department of Music website
Timeline:
Evaluation:
The presenters will ask each high school band, orches-
tra, and choir teachers for the attendance for that
day
Attendance will be compared to how many students
from each school auditioned
Ex) Attendance- 100 students
70- 100 audition= excellent
40-69 audition= good
15-39 audition= fair
0-14 audition= poor
JANUARY
Monday
January 17, 2011
EPISD High School
Competition
16 XPERTISE PR FIRM
19. 19
19
FEBRUARY
Objectives:
To raise awareness
To increase attendance
Target Audiences:
EPISD high school band, orchestra, and choir students;
teachers; and their respective family and friends
Andress
Austin
Bowie
Burges
Chapin
Coronado
El Paso
Franklin
Irvin
Jefferson
Sunset High
The Media
KVIA News Channel 7: professionals and
retired senior citizens
KTSM News Channel 9: professionals and
retired senior citizens
El Paso Times: Retired senior citizens;
professionals; and UTEP faculty
The Prospector: UTEP students, faculty,
and staff
El Diario of El Paso: Retired senior citi-
zens; professionals; UTEP faculty
KTEP radio station 88.5: UTEP students,
faculty, and staff; professionals; re-
tired senior citizens; EPCC students
Univision News Channel 26: professionals
and retired senior citizens
Strategies:
EPISD high school competition releases and alerts will be
sent out the media
EPISD high school competition will take place.
We hope to increase attendance by 8.5% or
60 people.
Tactics:
Media
Media releases will be sent one week prior to the com-
petition to The El Paso Times, El Diario of El
Paso, The Prospector, KTEP, Univision, KVIA,
and KTSM
Media alerts will be sent to the same media outlets two
days before the competition.
Our proposed Spring Gala website will include a press
room tab with electronic versions of the media kit
High School Competitors
Approval by each high school will be needed in order
for the students to partake in the competition.
The high school student’s parents will need to sign a
form of consent if the student is under eighteen
years old in order for the student to participate.
Consent forms will be available on the proposed
Spring Gala website.
The high school musicians will be required to play
specified scales of a certain number of octaves.
Along with this, the student must play a given
piece that is of college level. All audition music
will be available on the proposed Spring Gala
website.
Competition
The competition will take place in late February at
Recital Hall where students will also need to turn
in their consent forms.
Competitors will be taken in the order in which they
arrive, but doors will closed an hour after the
assigned meeting time.
Each student will receive a number after they have
signed in and turned in their consent forms.
To ensure fairness, each student will perform behind a
curtain and judges will only know the competitor
as a number.
Three judges will be appointed but are subject to the
department.
Winners will be announced the same day as the com-
petition in the evening at Recital Hall.
Award
Two band, two orchestra, and two choir students will
be chosen as winners and will have the chance to
perform with an ensemble (subject to the depart-
ment) in the Spring Gala.
PR Tools:
Media Release- explanation of the specifics of the
competition such as the background, date, time,
and location, of the event and when the winner
will be announced.
Media Alert- is a reminder of the event and will con-
tain the specifics of the event
Spring Gala Website: a section in the proposed Spring
Gala website will contain:
General competition info including date,
time, and requirements
Downloadable audition music
Downloadable consent form
Electronic media kits
Media releases and alerts
This competition tactic is targeted towards high school band,
orchestra, and choir students. Many of the high school musi-
cians are more than likely considering applying to the UTEP
Department of Music and for this reason we decided to
target them. With them, they will involve their parents, other
family members, teachers, and peers. This competition is a
great opportunity for the students to gain experience and
prestige in the music field. This can enhance their chances of
obtaining a scholarship and also getting accepted to desired
schools, especially UTEP. We are aware of the need for
these opportunities as we have gone through this experience
ourselves. We hope to increase attendance by 8% or 56
people.
Budget:
$0
Releases and alerts will be printed through
the Department of Music
Gala website will only be an addition to the
Department of Music website
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Timeline:
Evaluation:
8 media outlets will be contacted and we will count
which of those cover the competition
8 media coverage = excellent
6-7 media coverage= good
4-5 media coverage= mediocre
3 or less= bad
Spring Gala attendants from the EPISD high school
competition
50-60 students=excellent
30-49 students=good
10-29 students= fair
9 or less=poor
Tally the number of consent form downloads, audi-
tion music downloads, and press room hits
Consent form:
70-100 consent form downloads= excellent
30-69 consent form downloads= good
10-29 consent form downloads= fair
9 or less= poor
Audition Music:
70-100 audition music downloads= excellent
30-69 audition music downloads= good
10-29 audition music downloads= fair
9 or less audition music downloads= poor
Press Room:
5 press room hits= excellent
3-4 press room hits= fair
2 or less= poor
FEBRUARY
Friday
February 11, 2011
Media Release
EPISD HS Competition
Thursday
February 17, 2011
Media Alerts
EPISD HS Competition
Saturday
February 19, 2011
EPISD HS Competition
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Objectives:
To raise awareness
To increase attendance
Target Audiences:
Retired senior citizens age 65 and up
Country club members
Restaurant connoisseurs
Golfers
Church goers
Art connoisseurs
Professionals
Yuppies
Parents 30-50 year olds
Alumni
El Paso Community College students (all)
UTEP students, faculty, and staff
Fine arts students: theater, art, and dance majors
Commuter students
Stanley and Gerald Ruben Center attendees
The Media:
KVIA News Channel 7: professionals and retired
senior citizens
KTSM News Channel 9: professionals and retired
senior citizens
Univision News Channel 26: professionals and retired
senior citizens
The Prospector: UTEP students, faculty, and staff
El Paso Times: Retired senior citizens; professionals;
and UTEP faculty
El Diario of El Paso: Retired senior citizens; profes-
sionals; UTEP faculty
El Paso Scene Magazine: UTEP students faculty and
staff; professionals; retired senior citizens;
EPISD musicians; EPCC students
What’s Up Magazine: UTEP students faculty, and
staff; professionals; retired senior citizens;
EPISD musicians; EPCC students
KTEP radio station 88.5: UTEP students, faculty, and
staff; professionals; retired senior citizens; EPCC
students
Dinner Theatre attendees
Strategy 1:
To strategically distribute gala fliers and posters. Through this we
wish to target the remaining El Paso community which
entails, professionals, retired senior citizens, and EPCC
students.
Our goal is to more effectively distribute gala posters
and fliers around the El Paso area. Strategic flier
positions will increase attendance by 5% or 35
people.
Tactic 1:
Flier and Poster Distribution
The Department of Music will enhance their flier and poster distri-
bution by strategically displaying them in different areas
around the city in order to target professionals, retired senior
citizens, and EPCC students.
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We will distribute one poster and ten fliers to four
country clubs in El Paso, Santa Teresa, and
Juarez. This will include the El Paso Country
Club, Vista Hills Country Club, Coronado Coun-
try Club, Santa Teresa Country Club, and Club
Campestre of Juarez.
We will distribute ten fliers each to coffee shops sur-
rounding the UTEP campus. These coffee shops
will include Kinley’s House and neighboring
Starbucks’.
We will distribute one large poster to the El Paso Art
Museum along with 10 fliers.
Two large poster and ten fliers will be distributed to
the Abraham Chavez Theatre.
Ten fliers will be distributed different locally owned
restaurants which include, Mesa Street Bar and
Grill, Mi Piaci, 2900, Café Central, Jaxson’s,
Susaki, Geo Geski’s, Pelican’s, Ardivino’s, Bar-
riga’s, and Thyme Matters.
We will distribute one large poster to the three Barnes
and Noble Booksellers in El Paso.
Ten fliers will be distributed to three golf courses
which include Butterfield Trail Golf Club, Fort
Bliss Golf Association, and Ascarate Golf
Course.
One poster will be distributed to each of the El Paso
Community College main offices. This includes
EPCC Northwest, Rio Grande, Transmountain,
Valle Verde, and Mission de El Paso campuses.
Posters will be distributed one month in advance dur-
ing the first and second week of April.
PR Tools:
Fliers- will contain date, time, contact information,
ticket price, location, theme, and slogan “It is in
the DOING of arts.”
Posters- will contain date, time, contact information,
ticket price, location, theme, and slogan “It is in
the DOING of arts.
Fliers and posters are already made and distributed by the depart-
ment. Our sole goal is to strategically distribute them, not
design them, in order to reach our objectives of raising
awareness and therefore increasing attendance. This strategy
is specifically designed to target professionals, retired senior
citizens, and EPCC students. We chose to target profession-
als in general because they have an income of at least
$30,000 and are able to spend on leisurely outings. We
targeted yuppies through strategically placing posters and
flier in coffee houses, restaurants, the country clubs, and at
Barnes and Noble Booksellers. Through primary research
we found that young urban professionals tend to spend time
at coffee houses and/or Barnes and Noble working overtime
or meeting friends for a drink. Restaurants are another popu-
lar place to target yuppies and through an interview we
learned that most yuppies like to dine out with friends or go
out on dates to restaurants. They also prefer to not cook,
don’t have time to cook, and have the money to spend on
dining out. We also targeted country clubs because we found
that in order to be a member at a country club you must pay
around $500 per month which means that the young urban
professionals, parents, and senior citizens are able to pay
these dues. Retired senior citizens are also more likely to
attend art museums, special events downtown, and are more
likely to play golf. Since senior citizens are not currently in
the workforce they are more likely to have leisurely time.
Dr. Yañez of Chihuahua recommends that people from 50 to
70 years old participate in golf. It relieves stress and is a
moderate workout. We found that senior citizens are the
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highest demographic of art museum attendees and therefore de-
cided to display posters and fliers at the El Paso Art Mu-
seum. Upon calling the Abraham Chavez Theater we found
that discounts are given to senior citizens and decided to
promote in this theater as they are more inclined to attend
downtown events. Through this promotion strategy we hope
to increase attendance by 5% or 35 people.
Strategy 2:
In order to attract more UTEP fine art students, faculty, and staff
music majors will promote the gala by presenting to differ-
ent theater, dance, and art classes.
Music majors participating in the gala would present
with a generic power point to classes of fine art
majors encouraging them to attend the perform-
ance. We hope to increase attendance by 3% or
21 people.
Tactic 2:
Class Presentation
To further promote the gala at UTEP, students participating in the
gala are encouraged to promote the event to different fine
arts classes outside of the Department of Music.
The goal is to have seven different music majors that
will be participating in the gala to present to one
class each.
We are specifically targeting students in theatre, dance,
and art classes.
Each student will be given a generic powerpoint pres-
entation containing the basic information of the
gala. They can utilize this as their visual aid for
their presentation.
Each student will make a quick presentation, with
approval by the respective professor, promoting
the gala and why it is so spectacular.
PR Tools:
PowerPoint presentation- will include gala information
such as what it is and who participates. It will
also include general information such as date,
time, location, ticket price, theme, and contact
information. Pictures of past events and music
samples will also be presented.
This class presentation tactic is targeted to attract other students
involved in the arts who are more likely to attend the Spring
Gala if aware. The reason for this is that the different fine art
sections already have relationships established through
interconnected events. This is that the Department of Music
helps the theatre department when necessary and vice versa.
We also took a poll of art, theater, and dance students and
the majority of them said that they would attend the gala if
they were aware of it. With this strategy we hope to increase
attendance by 3% or 21 people.
Strategy 3:
To attract Rubin Center attendees, wind and string ensembles will
perform at an exhibition opening.
An ensemble will perform music according to the
theme of the exhibition. We hope to increase
attendance by 1.5% or 10 people.
Tactic 3:
Rubin Center Performance
An ensemble will perform at a Ruben Center exhibition in order
to target the Ruben Center attendees.
At a Rubin Center exhibition opening an ensemble will
perform music according to the exhibit’s show-
case.
PR Tools:
Fliers- will contain date, time, contact information,
ticket price, location, theme, and slogan “It is in
the DOING of arts.”
Sign/Poster- promotional sign/ poster stating the
Spring Gala theme, date, time, contact informa-
tion, location, slogan (“It is in the DOING of
arts”), and ticket price.
The Rubin Center performance is a way of giving the art connois-
seurs a preview of what they can experience at the Spring
Gala. By targeting the Rubin Center attendees we are en-
couraging people who are already passionate about the arts
to attend the gala. We also will establish a relationship with
the Rubin center that we wish to maintain through future
projects. We hope to increase attendance by 1.5% or 10
people.
Strategy 4:
In order to attract UTEP commuter students we will place an
ensemble to perform during Tecate Thursday which is a
weekly social gathering for students of drinking age.
Our goal is to place the Mariachi Minero ensemble at
the Union East on campus. Coupled with self
promotion and gala fliers, we hope to increase
attendance by 1% or 7 people.
Tactic 4:
Tecate Thursday Ensembles:
The Mariachi Minero ensemble will be assigned
to play, once, at Tecate Thursday in the
Union East to further promote the gala and
to specifically target commuter students.
Tecate Thursday is a social gathering that is
held every Thursday for students of drink-
ing age.
The Mariachi Minero ensemble will perform a week prior to
the gala at the Union East 3rd
floor.
Popular Mexican songs will be performed to engage the
predominantly Mexican audience.
A promotional sign will be placed near the ensemble which
will mimic the gala posters.
They will announce their upcoming performance and walk
around to different tables promoting the Spring Gala.
PR Tools:
Sign- promotional sign stating the Spring Gala theme, date,
time, contact information, location, ticket price, and
slogan “It is in the DOING of arts.”
Fliers- will contain the date, time, contact information,
theme, and slogan “It is in the DOING of arts.”
The use of the Mariachi Minero ensemble is an inexpensive way
of giving the UTEP commuter students a preview of one of
the performances they can experience at the actual gala
while fulfilling our strategy. Through primary research we
found around 80 people attend Tecate Thursday and of those
people the majority of them are Mexican commuter students.
We will try to engage them with the live mariachi music as it
is part of their culture and it is better enjoyed in a social
atmosphere. With the help of signs, fliers, and other
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promotional material we hope to provide all the necessary infor-
mation for the audience to attend. We hope to increase
attendance by 1% or 7 people.
Strategy 5:
The department will hold a media/press conference. Through this
we hope to specifically target the media and its audiences.
Our goal is to attract 7 media outlets which include;
KVIA news channel 7, KTSM news channel 9,
Univision news channel 26, The Prospector, El
Paso Scene Magazine, What’s Up Magazine, The
El Paso Times, El Diario of El Paso, and KTEP
radio station. Through this we wish to increase
attendance by 9% or 63 people.
By attracting these different media outlets we hope to
attract all target audiences.
Tactic 5:
Media/Press Conference
The Department of Music will host a media/ press conference in
which different media outlets will be invited to interview
exemplary students participating in the gala and the faculty
that organize it.
Participants:
2 or 3 exemplary students will attend the conference to
showcase the department’s talent. This includes
students who have excelled in the department and
scholarship recipients, all with commendable
graduate school offers and/or extracurricular
music activities.
Example:
Leslee Herrera
-GPA 3.5
-violinist
-performing arts major
-UTEP Symphony concertmis-
tress
-Marlene and J.O. Stewart, Jr.
Foundation Scholarship
recipient
-El Paso Symphony Orchestra-
youngest member
-El Paso Opera Orchestra
The winners of the high school competition will also
be attending. See below for competition tactic.
Faculty such as Dr. Graham, the Department Chair, Dr.
Wilson, professor and coordinator of the gala, and
internationally recognized professor and cellist Zuill
Bailey would attend the tour to answer questions and
give insight on the students who participate in the
event.
Specifics:
The media tour will be held from 3 to 5pm on Thurs-
day, April 28 2011 in the Recital Hall lobby.
Snacks and drinks will be provided by the department
through the UTEP Food Service. The
menu will include 2 hot hors d’oeuvres, 1 cold hors
d’oeuvre, a salad, and punch. The total for
this is $107.50. A request for funds can be made to the Student
Government Association Appropriation Committee for
funds to provide this service.
PR Tools:
Media Kit:
Cover letter- explanation of what makes the
event worthy of coverage.
News release- explanation of the specifics
of the media tour such as the people
that will be attending, the date and
time, and why it is newsworthy.
Fact sheet- includes facts that the media
might need in order to write a story on
the event.
Background- any other information the
media might need to be better famil-
iarized with the Department of Music
and the Spring Gala.
Brochure- summarization of the above
information in a brochure.
CD- includes a power point and a promo-
tional video.
Media Alerts- will include a reminder of the event with
the specifics included.
Press Room- a specific tab in the Spring Gala proposed
website where the media can find electronic
copies of the media kit and alerts.
The media kits and alerts supports our tactics by ensuring that the
media has all the tools necessary to successfully create a
story about the Spring Gala and why it is worthy of news
coverage. The same information can be accessed through the
press room tab in the proposed Spring Gala website.
Through this media tour we hope to engage the media but
more specifically the people who watch the news, read the
paper, and listen to the radio. In Scarborough Research, we
found that 82% of adults who have incomes of 100,000 or
more read the local newspapers. With this information we
can assume that professionals, retired senior citizens, and
UTEP faculty are more likely to read El Diario and the El
Paso Times paper than our other target audiences. What’s
Up Magazine is a locally run and targets anyone specifically
looking for entertainment. The same can be said about the
El Paso Scene Magazine. The Prospector is a perfect way to
target UTEP students, faculty, and staff at it is a university
run paper and it free to anyone on campus. We also found in
the NPR Profile 2009 that the average NPR listener, which
coincides with KTEP, is 50 years of age. This is why we
target professionals and senior citizens through KTEP. We
also target students through KTEP because it is a UTEP
division and targets students themselves. As for the news
channels, the average news watcher ranges from 25-54 years
old. This information was found through the TV By the Num-
bers website. That is also why we target professionals and
senior citizens through KVIA and KTSM local news chan-
nels. Through targeting all these media we wish to increas-
ing attendance by 8% or 56 people which is our objective
Strategy 6:
A Department of Music ensemble will play during a scheduled
Dinner Theater musical to attract their attendees.
Various ensembles will perform during the dinner
portion of the Dinner Theater event. We hope to
increase attendance by 2% or 14 people.
Tactic 6:
Dinner Theater Performance
An ensemble will perform at the Dinner Theater before the
performance while the attendees dine.
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Various ensembles will perform during the dinner
portion of the Dinner Theater.
A performer will introduce their ensemble and promote
the Spring Gala.
This is the last tactic before the Spring Gala in May
PR Tools:
Speaker- a performer will announce the gala and include the
date, time, location, ticket price, and theme.
Fliers- will contain date, time, contact information, ticket
price, location, theme, and slogan “It is in the DOING
of arts.”
Posters- will contain date, time, contact information, ticket
price, location, theme, and slogan “It is in the DOING
of arts.”
This Dinner Theater tactic is utilized to specifically target retired
senior citizens, professionals, and UTEP students, faculty,
and staff. Professor Curtis Tredway, the director of the
UTEP Marching Band, who was once the director of the
Spring Gala explained that the Dinner Theater audience
would be a great audience to attract. This is due to the fact
that their audience is interested in performing arts, are pro-
fessionals with money to spend on entertainment, or are
student, faculty and staff at UTEP. We hope to increase
attendance by 2% pr 14 people.
Budget: $607.50
$107.50 is needed and will be an additional cost for the
media/press conference food
$500 is needed for fliers and posters.
This is not an additional cost as it is already
included in the department’s budget.
Presenters and performers will be recruited on volun-
teer basis
Timeline:
Evaluation:
Spring Gala attendance from fliers and poster distribution
25-35= excellent
15-24= good
10-14= fair
9 or less= poor
Spring Gala attendance from fine arts presentations
15-21= excellent
10-14= good
5-9= fair
4 or less= poor
Spring Gala attendance from Rubin Center performance
7-10= excellent
4-6= fair
3 or less= poor
Spring Gala attendance from Tecate Thursday performance
5-7= excellent
2-4= fair
1 or less= poor
7 media outlets will be contacted and we will count which of those
cover the competition
7 media coverage = excellent
4-6 media coverage= fair
3 or less= poor
Spring Gala attendance from media coverage
50-63= excellent
30-49= good
15-29= fair
Spring Gala attendance from Dinner Theater performance
10-14= excellent
6-9= good
3-5= fair
2 or less= poor
Monday
April 4, 2011
Flier and Poster Distribution
Monday
April 11, 2011
Fine Art Presentation
Thursday
April 21, 2011
Teacate Thursday
Performance
Thursday
April 21, 2011
Media Release-Media/
Press Conference
Saturday
April 23, 2011
La Cage Aux Folles
Performance
Tuesday
April 26, 2011
Media Alert- Media/ Press
Conference
Thursday
April 28, 2011
Media Kits- Spring Gala
Tuesday
May 3, 2011
Spring Gala
Friday
April 29, 2011
Media Alerts-
Spring Gala
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BUDGET
Final Budget:
$607.50
$107.50 is needed and will be an additional cost for the media/press con-
ference food
$500 is needed for fliers and posters.
This is not an additional cost as it is already included in the depart-
ment’s budget.
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Xpertise PR Firm strives
to provide the most effec-
tive and creative campaign.
We achieve this through
extensive research and
solid analysis of the data obtained. Because of this, we understand the depart-
ment’s vision of building solid relationships with its publics. Through our findings
we were able to provide customized strategies, tactics, and a feasible budget that
will enhance the PR approach. Ultimately, we hope to exceed our client’s expecta-
tions through raising awareness and increasing attendance for the Spring Gala.
2xXPERTISE PR FIRM
