Morehead Planetarium Public Relations Plan

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Morehead Planetarium Public Relations Plan

• The A-Team Public Relations Corporation

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Issues

• Due to a lack of educational funds, attendance
  rates for school children are decreasing
• Classroom emphasis has shifted to end-of-year
  testing results keeping teachers and students in
  the classroom

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Strategy

• To increase student attendance by creating a more
  state-of-the-art and interactive Morehead
  Planetarium and Science Center that complements
  North Carolinas student curriculum and serves as
  an entertainment outlet.

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Audiences

• Students of all ages
• Elementary to graduate level
• North Carolina State Board of Education
• Division of Accountability Services

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Objective 1

• To incorporate end-of-year tests given to North
  Carolina Public School students into shows and
  exhibits by August 2003 to encourage teachers to
  bring their students

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Tactic 1

• Meet with North Carolina State Board of
  Education, Division of Accountability Services
• Deadline contact Division no later than March 1,
  2003, giving Morehead Planetarium until August
  2003 to incorporate new programming into its
  schedule
• Budget up to 500 for backgrounder handouts and
  blueprint

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Tactic 1 (cont.)

• Brief Description
• Consult officials in charge of creating
  end-of-year testing and determine key subjects in
  which students are tested, so that MP can create
  shows and exhibits that complement state
  curriculum
• We will provide a backgrounder on MP, informing
  officials of current equipment and facility space
  available for this endeavor
• Provide a blueprint of the expanded center,
  post-renovations

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Objective 2

• To create a gallery of hands-on exhibits that
  attract students of all ages by May 2003

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Tactic 2

• Set up a focus group meeting of high school
  students
• Deadline May 1, 2003
• Budget 300
• for transportation,
• food, and a mediator

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Tactic 2 (cont.)

• Brief Description
• Gather a small sample of high school students,
  give them a tour of the Morehead facility and
  show them a sample program in the Star Theater
• Ask the students for feedback on how MP could
  focus its programming in order to make it a more
  beneficial and appealing educational experience

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Objective 3

• Promote UNC student use of Morehead Planetarium
  as an entertainment venue

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Tactic 3

• Show popular music laser light shows (ex. Jimi
  Hendrix, Pink Floyd, The Talking Heads)
• Deadline by March 2003
• the laser light rental is readily available
• Budget 2,000 per rental
• tickets will be 2 per student and 4 per
  non-student

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Tactic 3 (cont.)

• Brief Description
• Expand the entertainment aspect of the MP within
  the UNC-CH student community by showing laser
  light shows that incorporate popular music
• Take advantage of late time slots not taken up by
  other forms of entertainment and create a modern
  appeal for a new use of the planetarium

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Tactic 3 (cont.)

• Promotion
• advertise in the DTH
• use relevant student listservs
• utilize the Carolina Union Activities Board
• post signage in communal student spaces
• organize late night showings (1200 or 100 AM)
  when other entertainment venues are not open

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Conclusion

• Students are a vital audience for Morehead
  Planetarium
• Due to current economic conditions and
  end-of-year curriculum demands, the student
  attendance is down
• Utilizing tactics targeting NC end-of-year
  testing and entertainment avenues we can improve
  the student related use of the MP

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• As we have demonstrated, the A-Team Public
  Relations Corporation is best equipped to serve
  Morehead Planetariums public relations needs.