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A Portfolio by Caitlin Bohrer JMC 415 2015 TABLE of CONTENTS Executive Summary

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A Portfolio by Caitlin Bohrer JMC 415 2015 TABLE of CONTENTS Executive Summary A portfolio by Caitlin Bohrer JMC 415 2015 TABLE OF CONTENTS Executive Summary ................................................... 2 Memo ......................................................................... 4 Business Letter .......................................................... 6 Research .............................................................. 8-11 Fact Sheet ............................................................... 13 Bio Sketch ................................................................ 15 Backgrounder ..................................................... 17-21 Position Paper .................................................... 23-24 News Release ..................................................... 26-27 Audio News Release........................................... 29-30 Media Advisory ........................................................ 32 Media Messaging ................................................ 34-37 Feature Story ...................................................... 39-44 Speech ................................................................ 46-49 Public Service Announcement ................................. 51 Brochure ............................................................. 53-54 Website Analysis ................................................ 56-59 Crisis Strategy PowerPoint ................................. 61-64 Resume ................................................................... 66 Executive Summary Executive Summary In the following document, you will find a public relations portfolio for Harkins Theatres, a family-owned theatre chain with locations across five Southwest states. This portfolio encompasses the various documents needed to carry out a strategic communication plan ranging from a traditional fact sheet and press release to media messaging and a PowerPoint presentation, for example. Caitlin Bohrer, a junior at Arizona State University, composed this portfolio for a public relations writing class at the Walter Cronkite School of Journalism and Mass Communication. Harkins Theatres was her selected client for the fall 2015 semester. The following documents showcase her writing abilities as an effective communicator and a future PR practitioner. Caitlin plans to pursue a career in public relations after graduation. She hopes to work at a public relations agency or a company specializing in sports or entertainment communications. 2 Harkins Theatres 1 Arizona California Colorado Oklahoma Texas harkinstheatres.com Memo Memo To: Xu Wu From: Caitlin Bohrer, JMC 415 Date: September 10, 2015 Re: Client information and rationale - Harkins Theatres I am writing to inform you of my client selection for my PR writing portfolio. I have chosen to represent Harkins Theatres. Harkins Theatres is a family-owned and operated business that has been providing entertainment to the Southwest since 1933. Based in Scottsdale, Arizona, Harkins currently has 31 locations across five states making it the seventh largest movie theatre chain in North America. Included in its over 400 screens are five Cine Capri auditoriums and one IMAX location that offer the Ultimate Moviegoing experience. I chose to represent Harkins Theatres because of my strong interest and curiosity in the film and entertainment industry. I am also very familiar with the business and have been a loyal customer of Harkins Theatres for many years. Through the various assignments completed in this PR writing class, I plan to learn even more about the mechanics and background of the business in hopes to further my knowledge for a future career in entertainment public relations. 4 Harkins Theatres Arizona California Colorado Oklahoma Texas harkinstheatres.com Business Letter September 10, 2015 Harkins Theatres Corporate Office 7511 E McDonald Drive Scottsdale, AZ 85250 Dear Mr. Dan Harkins, My name is Caitlin Bohrer and I am a junior at Arizona State University. I am pursuing a degree in journalism with an emphasis in public relations from the Walter Cronkite School of Journalism and Mass Communication. In addition, I am working towards my certificate in Sales and Marketing Essentials from the W.P. Carey School of Business while also interning in the public relations department at Banner Health. I am writing in regards to choosing Harkins Theatres as my “client” for my public relations writing class. During the course of the semester, I will be researching Harkins Theatres and developing an extensive portfolio that will include a fact sheet, news release, brochure, and public service announcement, for example. I have a strong love for the entertainment industry, especially movies. Over the last eight years, I have created a book of my ticket stubs from sporting events, concerts, drama plays and of course movies, with a good majority of the stubs being from Harkins Theatres. Although I have already done initial research on the theatre chain and its history using news stories, blogs, Web pages and personal observations, I feel there is still more pertinent information to uncover about your company. I would value the opportunity to conduct an interview with you either in person or over the phone so we could discuss my portfolio in more detail. As owner and CEO, your personal insight on Harkins Theatres and the film industry would be greatly appreciated. Please let me know at your earliest convenience when you would be available for an interview. Sincerely, Caitlin Bohrer [email protected] (602)-909-2158 Walter Cronkite School of Journalism and Mass Communication 555 N Central Ave Suite 302 Phoenix, AZ 85004-1248 602. 496.5555 Fax: 602.496.7041 www.cronkite.asu.edu 6 Research 8 Summary Harkins Theatres is a family-owned business that has been providing entertainment to the Southwest since 1933. Based in Scottsdale, Arizona, Harkins currently has 31 locations across five states making it the seventh largest movie theatre chain in North America, according to number of screens.1 Included in its over 400 screens, are five Cine Capri auditoriums and one IMAX location that offer a more pristine movie-going experience. Besides providing the latest movie releases, Harkins Theatres shows concerts, opera and ballet performances and other documentaries at select locations. Private screenings are also available for business events, school field trips and birthday parties. Average ticket prices start at $6 for a child up to $11 for an adult with discounts available for students and seniors.2 Strengths 1. Rich family history – Harkins Theatres has been in operation since 1933 when Dwight “Red” Harkins opened The State Theatre in Tempe, Arizona. With 82 years of Harkins family history, the theatre chain has continued to thrive under the leadership of Red’s eldest son, Dan Harkins, who took over the business in 1974. As owner and CEO, Dan Harkins has been at the forefront of building a strong reputation for his family’s company through theatre innovations, the Loyalty Program and also non-profit sponsorships and fundraisers throughout the community. With each new theatre launch, the Harkins family has a hand print dedication ceremony; Dan Harkins also buys the theatre’s first ticket. 2. Harkins historical gem – Harkins Valley Art theatre located on Tempe’s Mill Avenue is Arizona’s oldest and longest-operating movie theater.3 Originally named College Theatre when it opened in 1940, it is the only Depression-era theatre left in Tempe and has been given historical building status by the City of Tempe. 4 While having undergone renovations since its inception, the theatre still embodies a classic cinema look with its exterior stand-alone box office, for example. Valley Art typically shows independent and foreign films on its single screen. 3. Discounted rates – Harkins Theatres offers discounts to provide a more economical experience through its annual Loyalty Program. For each participating year, customers receive a free medium popcorn voucher every time they wear their Loyalty T-shirt to the theatres and a $1.50 soft drink refill when they use their Loyalty cup.5 The Loyalty items can be purchased individually or can be sold as a part of school fundraisers. Students and senior citizens are also eligible for discounted ticket rate. Prices vary depending on theatre location. 4. Cine Capri – Harkins Theatres is home to five Cine Capri auditoriums that house 70-foot-wide screens, 40,000 watts of crisp digital sound, Plush Ultimate Rocker stadium loveseats, and signature “gold waterfall drapes.” The lavish setting and décor offer premium movie-going for customers looking for a Holleywoodesque experience. 5. Family-friendly atmosphere – Harkins Theatres offers motion pictures for a wide variety of people and ages. For parents that do not wish to bring their young children into the auditorium, though, Harkins Theatres PlayCenter is offered at select locations. Children 3-8 years of age can play games, read books, watch movies and various other activities with staff for the duration of the parent’s movie. Also offered for children 12 and younger is Summer Movie Fun, a 10-week program that brings previously family-favorite movies to Harkins for a low price. 8 8 Harkins Theatres Arizona California Colorado Oklahoma Texas harkinstheatres.com m 9 6. More than just movies – Besides screening the latest movie releases, select locations show opera and ballet performances, along with educational documentaries and concerts that may appeal to a niche group of theatergoers. Harkins Theatres also serve as locations for film festivals such
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