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Soulard Mardi Gras 2 0 0 3

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Conduct outreach on entire SMG schedule with print, web media ... Total Media Placements (Print, Radio, TV): 1486. Total Front Page Coverage (all sections) ... – PowerPoint PPT presentation

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Title: Soulard Mardi Gras 2 0 0 3


1
Soulard Mardi Gras2 0 0 3
  • A presentation by
  • Mack A. Bradley
  • Information Minister,
  • Mardi Gras, Inc.
  • Vice President,
  • The Vandiver Group, Inc.

2
Event Background
  • 2003 is Soulard Mardi Gras 24th year
  • SMG has grown from a small neighborhood parade in
    1979, to a series of 14 events, spread across two
    months in 2003
  • Grand Parade route changed in 1998 to accommodate
    larger crowds
  • Fat Tuesday Parade suspended after conflict
    between partiers and police in 1999

3
Event Background
  • Mardi Gras, Inc. created in the summer of 1999
  • MGI dedicated to producing an outrageously fun,
    and safe, Mardi Gras in St. Louis
  • Success in 2000-2002 led to new events, more
    corporate sponsorships, more organized
    communications (through the new Information
    Ministry), and a revival of the Fat Tuesday Parade

4
Communications Objectives
  • Create excitement in the region, and other select
    markets
  • Attract revelers to SMG, especially Captain
    Morgans Grand Parade
  • Support sponsors
  • Attract volunteers for Grand Parade Day
  • Remind revelers of proper Mardi Gras Manners
  • Highlight SMGs positive impact on the region
  • Be timely and user-friendly for news media
  • Have a great time

5
Tactics
  • Reduce the number of MGI spokespeople
  • Create Emergency Response Team
  • Board Chair, Information Minister, Security
    Minister, Interim Director
  • Conduct media outreach on specific events, in
    cooperation with sponsors
  • Release new information in conjunction with
    program schedule (i.e. Bucks and Beads)

6
Tactics
  • Create SMG messages, event-specific messages, and
    problem-specific messages
  • Conduct outreach on entire SMG schedule with
    print, web media
  • Secure media sponsorships, and partnerships with
    FM radio

7
Problems Real and Imagined
  • Problem Past violence
  • Emergency Response Team
  • Close coordination with Police/Businesses
  • Problem New schedule
  • Phased promotion schedule
  • Problem Weather
  • Prayer, Winter Weather Advisories
  • Problem Mission creep
  • Maintain focus on Soulard/main events

8
Amplifying our Message
  • Partnerships
  • City and SLPD coordinated messages regarding
  • Security
  • Regional impact
  • Sponsors supplemented MGI outreach through
    advertising campaigns
  • Radio, outdoor, point-of-sale, print advertising
  • Soulard and Downtown restaurants, clubs also
    enhanced MGIs message through
  • In-house promotions
  • Print advertising
  • Radio sponsorships/partnerships on Grand Parade
    Day

9
Amplifying our Message
  • St. Louis CVC highlighted SMG in January mailer
    to 300,000 households within a 400 mile radius of
    STL
  • Mayor Slay conducted radio interviews during
    SMGs final weekend, highlighting regional
    impact
  • Radio promotions highlighted several MGI
    messages
  • Event sponsors
  • Mardi Gras Manners
  • Program Schedule
  • Dedicated PR committees for Mayors Ball and
    Cajun Cook-Off coordinated closely with
    Information Ministry

10
Media Relations
11
Media Outreach Results-STL MarketFebruary 3
March 5, 2003
  • Total Media Placements (Print, Radio, TV)
  • 1486
  • Total Front Page Coverage (all sections)
  • 13
  • Total Number of Media Markets (including STL)
  • 5
  • Total Nielsen Audience (TV)
  • 21,803,121
  • Total 30 Second Ad Equivalency (TV, Radio)
  • 475,474
  • Total Coverage Run Time (TV, Radio)
  • 111203

12
Media Outreach Results-STL MarketFebruary 3
March 5, 2003
  • More than 75 of all news coverage included
    quotes from MGI spokespeople
  • More than 90 of all news coverage included at
    least one MGI key message
  • More than 80 of all print coverage included a
    graphic or photo
  • 98 of these were in color

13
Media Outreach Results-STL MarketFebruary 3
March 5, 2003
  • Always believe what you read in the papers
  • According to news accounts, the 2003 Soulard
    Mardi Gras attracted nearly twice as many people
    as the population of the City of St. Louis

14
Thanks!
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