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Love Communications Presentation.Pdf LOVE COMMUNICATIONS Utah Independent Redistricting Commission Public Awareness Campaign Media Approach Media Planning Approach Audience Touchpoints AWARENESS Mass Media Television, Outdoor, Print INTEREST Create Engagement Social Media, Events, Public Relations DECISION ACTION Drive Participation Media Planning Approach Audience Personas Passive Civics (48%) Members of this segment are least likely to be engaged in civic or political activities. Strictly Voters (24%) Members tend to vote in local, state, or federal elections, but least likely to be engaged in other civic or political activities. 90% Vote and Sign (18%) State Those likely to have voted in local, state, or federal elections, signed petitions, and contacted politicians. Population Civic Advocates (2.3%) Members of this segment are likely to have written something that was published, written an article for a magazine or newspaper, contacted media such as newspapers, radio, or TV shows, and/or made a speech. Local Participants (6.7%) Those belonging to this segment are likely to have voted in federal, state, or local elections, served on a committee for some local organization, served as an officer for some club or organization, and/or engaged in fundraising. Political Activists (1.7%) Respondents in this segment are likely to have voted in federal, state, or local elections, contacted politicians, attended a political rally, speech, or organized protest of any kind, attended a public meeting on town or school affairs, held or ran for political office, worked for political party, signed a petition, and/or been an active member of Source: MRI Gfk 2020 group that tries to influence public policy or government. Media Planning Approach 120% Media Exposure 99% 91% 89% 100% 100% 98% 99% 99% 99% 100% 98% 97% 97% 96% 95% 93% 93% 91% 91% 90% 91% 80% 88% 88% 89% 86% 74% 84% 82% 82% 83% 80% 80% 80% 79% 80% 78% 80% 75% 75% 74% 71% 60% 30% 45% 39% 40% 40% 36% 34% 31% 23% 20% 0% Television Radio Outdoor Newspaper Internet Facebook / Instagram SLC A18+ Passive Civics Strictly Voters Vote & Sign Civic Advocates Local Participants Political Activists Source:2020 MRI Gfk Market-By-Market / Salt Lake City, DMA. 1+ exposure. TV & Radio 1+ half hour/week. Outdoor 1+ miles/week. Magazine & Newspaper 1+ issue/month. Internet 1+ half hour/week. Facebook/Instagram used 1+/month. Media Planning Approach Audience Media Habits Hours Per Week 40.0 29.4 Hrs 36.2 35.0 26.8 Hrs 33.0 31.0 28.9 29.5 30.0 28.5 27.9 27.3 27.1 27.3 26.1 24.6 24.5 25.0 23.8 16.9 Hrs 20.0 17.9 17.8 16.8 16.7 16.7 15.2 14.5 15.0 10.0 5.0 0.0 Television Radio Internet SLC A18+ Passive Civics Strictly Voters Vote & Sign Civic Advocates Local Participants Political Activists Source:2020 MRI Gfk Market-By-Market / Salt Lake City, DMA Media Planning Approach Salt Lake City DMA – Statewide TV Market Area: Salt Lake City, Utah TV Households: 1,100,260 Nielsen Rank: 30 Media Planning Approach Outdoor Outdoor media provides a high reach platform to raise broad, general market awareness. Strategy to place mix of static 14’ x 48’ bulletins along I-15 for mass market reach, along with smaller 10’ x 30’ posters targeted to specific neighborhoods and/or rural towns. Media Planning Approach Paid Social ● Effective as both an awareness tool and an active driver. ● Target news and politically active audiences, Spanish-speaking audiences and the general population. Media Planning Approach Paid Social ● Use pixel data — build audiences based on action. ● Use owned data — email lists/voter registration files. ● Expand reach by creating Lookalikes. Media Planning Approach $100k Media Plan Media Planning Approach $200k Media Plan Media Planning Approach Utah Press Promote public meetings through local newspapers Half-page ad placements 2x frequency leading up to event Public Relations Public Relations Earned Media ● Announcement to kick off the campaign ○ Announcement press release ○ Pitch TV interviews with spokespeople to educate the community and encourage participation ○ Consistent op-ed and letter to the editor submissions ● Local/rural PR pushes to promote town hall meetings and community events ○ Media advisory, press release, local pitching, community calendars, UIRC & partner social posts ● Campaign update and recap press releases Public Relations Grassroots/Community Engagement ● Identify various community events for UIRC to educate and inform the community ○ Farmer’s Markets, Town Festivals, Fairs, etc. ○ Swag handouts to give away during these events to promote interaction ■ Water bottles, popsockets, stickers, etc. ■ Pamphlets or flyers explaining process/website address ● Identify potential partner organizations to help promote UIRC ○ Local chambers, business groups, political/government groups, ethnic & cultural groups, rotary clubs, county libraries, NextDoor and Facebook community pages, etc. Public Relations Events Farmer's Markets City/Town Festivals ● Holladay Music Fest ● Park Silly ● Carbon ● SLC Twilight Festival ● 2021 Price City International Days ● Draper Rodeo ● DayBreak ● Rich County ● Bear Lake Raspberry Days ● Sanpete County ● Wheeler Farm ● Cache County ● Utah County ● SLC/Pioneer Park ● SummerFest Arts Faire ● Lehi Round-up ● Clarkston Pony Express Day Freedom Festival ● St George Downtown Farmer's ● Star Spangled Celebration ● Market ● Box Elder ● Steel Days ● Peach Days ● Scottish Festival ● Provo Farmer's Market ● Davis County ● Fiesta Days ● Farmington Festival Days ● Spanish Fork Farmer's Market ● Bountiful Handcart Days ● Highland Fling ● Brigham City Farmer's Market ● Layton FEST ● Orchard Days ● LAYTON LIBERTY DAYS CELEBRATION ● Ogden Farmer's Market ● Lindon Days 2021 ● Alpine Days ● Cache Valley Farmer's Market ● Salt Lake County ● SoJo SummerFest ● Payson Onion Days ● Tooele Main Street Market ● Fort Herriman Days ● Springville Art City Days Fairs ● Taylorsville Dayzz ● Wasatch County ● Riverton Town Days ● Utah County Fair ● Draper Days ● Swiss Days ● Butlerville Days ● Washington Davis County Fair ● ● Days of 47 ● Peach Days ● Wasatch County Fair ● Harvest Days Weber County ● Old West Days ● ● Summit County Fair ● Sandy Balloon Festival ● Cherry Days ● Utah State Fair ● Sandy Heritage Festival ● Pioneer Days ● Riverton Town Days Rodeo ● Sanpete County Fair ● Roy Days ● Ogden Twilight Festival Public Relations Partner Organizations Business Groups Ethnic & Cultural Groups Chambers ● Silicon Slopes ● Centro Civico ● American Fork ● South Jordan ● Executive Women International ● National Tongan American Society ● Beaver ● South Salt Lake ● Women's Business Center ● Ka Lama Mohala Foundation ● Bluffdale ● Spanish Fork ● Utah Cultural Alliance ● Brian Head ● Springville ● Women's Leadership Institute ● Utah Community Action ● Brigham City ● St. George ● P3 Utah ● Inclusion Center ● Cedar City ● Toole Political/Government/military ● Centro De La Familia ● Delta ● Tremonton ● One Democracy ● India Cultural Center of Utah ● Draper ● Vernal ● Fraternal Order of Eagles ● Pride Utah ● Bear lake Chamber ● West Jordan ● National Guard Association ● Equality Utah ● Heber City ● West Valley City ● American Legion ● NAACP ● Hurricane ● Moab Valley Multicultural Center ● Veterans Associations ● Kanab ● Dine Bikeyah ● Kaysville ● League of Women Voters ● Bureau of Indian Affairs VoterRise ● Lehi ● Other ● Logan ● Utah Sierra Club ● Utah AARP and regions ● Manila ● Mormon Women for Ethical ● Utah Taxpayers Association ● Moab Government ● Sons of Utah Pioneers ● Monticello Universities/Satellite campuses ● The Cottonwood Club ● Murray Alta Club ● DSU ● ● Ogden ● Town Club ● Park City ● SUU Utah Heritage Foundation ● ● Payson ● USU United Way of Salt Lake ● ● Pleasant Grove ● UofU ● United Way of of Northern Utah ● Price ● WSU ● United Way of Utah County ● SLCC ● United Way of Central/Southern Utah ● Provo ● Utah Foundation ● Richfield ● BYU ● Roosevelt ● Snow College ● County Libraries ● Rotary clubs ● Salt Lake City ● Westminster ● Sandy ● UVU ● Smithfield Questions.
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