Sunflower

SM Music Festival
Plans Book

2020
Executive Summary
The Promotions Writing class in the mass media Mission Statement
department at Washburn University has conducted We strive to bring outstanding chamber musicians to-
primary research on The Sunflower Music Festival to gether for audiences of all ages to admire at no monetary
create marketing strategies with the goal of educating cost.
and attracting a larger audience to its annual event.
After completing a qualitative textual analysis and Company Value
in-depth interviews with community members, the The Sunflower Music Festival is a nonprofit organization
class created a comprehensive situational analysis for that takes pride in providing a world class listening ex-
the festival and split into six teams to create a digital perience for people of all socioeconomic backgrounds.
marketing plans book that outlines strategies for each The festival is held at the state-of-the-art White Concert
part of its digital presence, which the client can use as a Hall located on Washburn University’s campus in Topeka,
guide. Kansas. The festival consists of ten consecutive concerts
showcasing top of the line musicians fromall over the
These strategies include social media, an updated globe. The event is free of admission to ensure people
website, SEOstrategies, email marketing, a branding of all backgrounds have an equal access to this one of a
guide, and an advertising campaign for the 2021 festival kind experience.
year.
Table of Contents
Situational Analysis 1
Research 10
Branding 37
Social Media 59
Email Marketing 67
Website Design 74
SEO 91
Advetising 103
Meet the Teams 108
References 115
Situational Analysis
The situational analysis includes client history, a SWOTanalysis,
direct competitors, and indirect competitors. Taking a look into the
SWOTanalysis; strengths, weaknesses, opportunities, and threats,
plots out where an organization currently stands and helps
identify areas for improvement. It’s also important to recognize
both direct and indirect competitors that provide the same type
of event and that fulfill the entertainment needs of the Topeka
community.

1
Situational Analysis by Patterson, Stegeman and a few hand-picked
musicians, and the Sunflower Music Festival was
Client History born (Sunflower Music Festival, n.d.).
The Sunflower Music Festival was set up as a non-
The Sunflower Music Festival got its start at a
profit organization and 30 years later it is still an
dinner table in early 1987 where Kansas City Lyric
annual event in Topeka. All of the concerts hosted
Opera conductor Russell Patterson and his wife
by the festival at White Concert Hall on Washburn
were having dinner with Charles Stegeman, concert
University’s campus are free to the public, thanks to
master for the opera, and his wife. Stegeman
the generous sponsors at the individual, corporate
supplied the musicians, vision and format, while
and foundation-level. The concert runs for two
Patterson put his artistic thoughts into action along
weeks every June and showcases the highest
with his ability for fundraising and administration.
caliber of performers fromaround the world. All of
Funds to start this adventure were secured with the
the performers are recruited are the best in their
help of Hallmark Cards and Topeka, Kansas-banker
respective musical fields (Sunflower Music Festival,
Dean Hodges. Washburn University White Concert
n.d.).
Hall was chosen by Patterson to be the location of
the concert (Sunflower Music Festival, n.d.).
John Green, then President of Washburn
University, was happy to be the host of this new
endeavor and ensured that Floyd Hedberg, director
of the Washburn Department of Music, provided
complete support for the festival. Five months
later, music flowed fromthe stage performed
2
 The Sunflower Musical Festival is also a place for
young musicians to learn and be mentored. The
educational programis two-tiered and is managed
by the Blanche Brydan Institute. It is open to high
school through college-aged students. During their
studies, the students performon the same stage
as the professional musicians (Sunflower Music
Festival, n.d.).

3
SWOT Analysis

Strengths Weakness

- Washburn University and Mulvane Art - Volunteer-based

Museumpartnership - No paid year-round employees
- Student education program - Lean digital media presence
- Location
- Volunteer-based
- Active Board
- Active annual donors

Opportunity Threats

- Partnerships with community - Area festivals/arts events

organizations - Lack of widespread community
- Sponsorships awareness and involvement
- Internships

4
 ASWOTanalysis is a tool which helps plot out including Washburn University music majors, to
where your organization currently stands and take advantage of. With the Washburn University
helps identify areas for improvement. SWOTstands partnership, the university provides housing to the
for strengths, weaknesses, opportunities, threats. participating musicians during the festival, allowing
Strengths and weaknesses are both internal factors the musicians to keep the travel cost low (Sunflower
and opportunities and threats are both external Music Festival, n.d.).
factors. Using the SWOTanalysis technique on an Another strength is the loyal volunteers that the
organization can help the organization’s leadership festival has acquired in the last 30 years. As there
capitalize on the positive factors, while reducing are no paid employees for the festival, it relies
the chance of failure by identifying what factors heavily on its volunteer support to keep costs down
are lacking. It also gives a clear picture of where (Sunflower Music Festival, n.d.).
the organization is situated within a competitive Another apparent strength is the active board
landscape thus allowing the leadership to eliminate that not only is committed to the festival but also
hazards before they become a major problem committed to being active participants on the
(MindTools,n.d.). Washburn Campus as auditors (Sunflower Music
The Sunflower Music Festival has several internal Festival, n.d.).
positive strengths. Even in the beginning, its Lastly, a major strength for the festival is its
partnership with Washburn University was a major committed donors who help support the festival
factor in its success. Since then, the festival has
grown to include a partnership with the Mulvane
Art Museumand has also created an educational
programfor high school and college students,
5
annually. could be ways to mentor current college students
The established fundraising structure allows the or new graduates without having to pay for a
board to do less relationship-building fromscratch competitive salary and benefits.
with prospective donors and instead focus on Weaknesses are internal, negative factors that
managing existing relationships (Sunflower Music affect the Sunflower Music Festival. Although
Festival, n.d.). the organization being volunteer-based can
Opportunities are external, positive factors that be considered a strength, this could also be
apply to the Sunflower Music Festival. Building considered a weakness because this means there
on its established partnership with Washburn is no full-time dedicated staff member to keep the
University, the festival has the opportunity to festival’s digital media presence updated and full
collaborate with various community organizations of substantial content. Parts of the website are still
by forming advantageous partnerships in a similar dedicated to last year’s festival, the social media
manner. Community partnerships could allow for presence is outdated, and the volunteer link is
the trade of advertising, volunteer work, or free broken on the website (Sunflower Music Festival,
publicity. Consider working to build relationships n.d.). Not having a dedicated full-time staff member
with other arts organizations like Arts Connect, year-round means that education efforts within the
ballet/dance studios, or the Silent FilmFestival. community about the festival are lacking.
Furthermore, endowing a couple of competitive Threats are external, negative factors that affect
internships on a semester basis that meet specific
organizational needs, such as managing the
festival’s digital media presence, planning and
executing the event, or advertising for the event,
6
the Sunflower Music Festival. One of the biggest
threats is the Heartland Stampede Country Music
Festival at Heartland Park Motorspeedway in
Topeka, Kansas. This popular music festival can
potentially affect Sunflower Music Festival’s
audience attendance, financial security, and
publicity efforts.
The most influential threat is the lack of an
educated and active audience that spans all
generations. Many people within the community do
not understand what the Sunflower Music Festival
is, why the arts are important to our community,
and that the festival does not only host classical
music concerts (refer to the primary research
report).
These negative perceptions are things that can
only be changed by ramped-up and ongoing efforts
through the festival’s digital presence to educate
and include the Topeka community on the value of
the festival. By developing clear strategies for how
to educate the community, the festival can start to
change its perception within that community.
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Direct Competitors Massachusetts, June 19 - August 20 (Tanglewood,
n.d.).
In a situational analysis, it is important for an • Buzzards Bay MusicFest, Marion, Massachusetts,
organization to recognize both its direct and July 8 – July 12, (Buzzards Bay, n.d.)
indirect competitors. Direct competitors are those • Santa Fe Chamber Music Festival, Santa Fe,
that provide the same type of event at the Sunflower New Mexico, July 19 – Aug. 24, (Santa Fe Music
Music Festival (McCabe, July 2019). Chamber Festival, n.d.)
One of the biggest direct competitor’s that exists
in Topeka, Kansas, is the Heartland Stampede held These festivals are also considered direct
at Topeka Heartland Motorsports Park. Because competitors, even though they may be
this event is in the Sunflower Music Festival’s own geographically far away because they provide
backyard, near the same time as the festival week, the same type of entertainment as the Sunflower
and a music concert event, it will have a direct and Music Festival. The Buzzards Bay MusicFest also
noticeable effect on community involvement in the shares an artistic director with the Sunflower Music
festival if left unchecked. Festival. While this might not matter to the Topeka
community at large, it will matter to the musicians
Other direct competitors include: recruited to performin the festival and to the
students who want to complete the educational
• Aspen Music Festival, Aspen, Colorado, July 2 - programwith the festival.
August 23 (Aspen Musical Festival, n.d.).
• Heartland Stampede Music Festival Topeka KS.
June 25 - 27 (Heartland Stampede, n.d.).
• Tanglewood Music Festival, Boston,
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Indirect Competitors theatre in Topeka. Currently, there are no scheduled
performances two weeks before or after the
Indirect competitors are those who tap into the sunflower music festival (Topeka Performing Arts,
same audience the Sunflower Music Festival would n.d.).
but to fulfill the arts and entertainment needs of the Topeka Civic Theatre & Helen Hocker
Topeka community in a different way (McGabe, July The Topeka Civic Theatre does not have any
2019). performances for the dates of the Sunflower Music
First Friday Art Walk Festival, but the Helen Hocker Theatre in Gage Park
The First Friday Art Walk is held every first Friday does. The Helen Hocker Theatre will be performing
of each month at various locations around the city Neil Simmons’ production of Rumors, fromJune 19
of Topeka. According to the First Friday Art Walk through June 28, 2020 (Topeka Civic Theatre, n.d.).
host ArtsConnect, “Every month, hundreds of people Sports team camps at Washburn
visit our local galleries to meet the artists and to As Washburn University is a vital partner for the
purchase great ARTduring the First Fridays Art Sunflower Music Festival, it is vital to take into
walk” (ArtsConnect Topeka, n.d.). consideration what other activities will be held
Although the First Friday Art Walk is held on campus during the festival week. Currently,
on the first Friday of June, this does not mean the Washburn volleyball teamis hosting a high
that participants of the Art Walk won’t visit the school volleyball teamcamp on June 19 and 20. This
ArtsConnect locations on Friday, June 19 and 26 camp is for high school students in Topeka and the
(ArtsConnect Topeka, n.d.). surrounding areas (WUSports, n.d.).
Topeka Performing Arts Center
As a leading performance venue, the Topeka
Performing Arts Center holds the title of the largest 99
Research
The research section includes a look into the primary
research performed on the Sunflower Music Festival.
Textual Analysis, research methods, each team’s findings,
and a call to action are all seen in the primary research.
In-depth interviews were conducted and recorded with
findings and discussion as well.

10
Primary Research that platform, as well as its use by the festival’s
direct and indirect competitors.
Textual Analysis An analysis took place over these types of digital
platforms, which taken together are identified as the
Research Method:
digital presence:
The researchers decided the best way to collect
• Website
data about the Sunflower Music Festival’s digital
• Social Media Pages
presence, and its competitors’ current digital
• Email Marketing Practices
presences, was to conduct a qualitative textual
• The Organization’s Brand Guide
analysis.
• The Organization’s Brand Story (found on the
Atextual analysis is a qualitative research method
website)
that focuses on systematically analyzing media
• Digital and Traditional Advertisements
messages in order to understand the deeper
If pieces of the digital presence for any
motivations behind the messages as well as how
organization were missing, researchers found arts
those messages might be interpreted by audiences.
organizations to analyze that did have the missing
In using a textual analysis, the researchers divorce
pieces. An example of this was found in the Design
the author, and any intentions he/she may have
Team’s research, who could not find a brand guide
had to the message, and instead dissect the
for most of the direct and indirect competitors.
interpretation of the message in the current societal
Therefore, the sample was extended to include
climate as it would be read by an audience now.
organizations like the Louvre and Regal
Researchers were divided into teams and each
teamwas assigned a different digital platformto
analyze for the Sunflower Music Festival’s use of
11
Entertainment so that there were brand guides to The Sunflower Music Festival did not have a brand
analyze. guide and it’s brand story was not as dynamic or
For each type of digital platformused, a eye-catching as it should be, and many of the direct
questionnaire (also called a matrix in textual and indirect competitors were also lacking in this,
analysis) was created to help guide the analysis as well.
through the platform. For example, to analyze the Only one of the original competitors had a brand
social media platforms, the matrix focused on guide and that was Regal Movies. The teamlooked
design, user experience, call to action, and content outside of the festival’s competitors to choose the
of each social media page used by the competitor. other five companies to research.
Data was collected for each organization’s The organizations researched for their brand
digital presence and recorded in a matrix by each guides are as follows:
individual researcher. The research teams then 1. UTCTheater Company
met in order to compress the data into overarching 2. The Smithsonian
themes that were observed broadly across all 3. Louvre Museum
digital presences. These were then translated into 4. Regal Movies
best and worst practices. 5. The British Academy of Filmand Television
Findings: Arts (BAFTA)
Design Team: 6. The Imperial Society of Teachers of Dancing
The Design Team(Emma Wittmer, Grace Cole, (ISTD)
and Jessica Galvin) was tasked with using a
textual analysis to look at brand guides for each
organization and each organization’s brand story.
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 Throughout the team’s research, it gained a 1. Color designations for the brand
better understanding of how branding guides are 2. Alogo and rules for how the logo can be used
established and the various branding strategies that and on what backgrounds it can be displayed
the Sunflower Music Festival should be emulating. 3. Aguide for what fonts can be used throughout
The teamalso analyzed the makeup of a good brand all brand content
story in order to construct a compelling story for the 4. Anameplate with guidelines for use.
festival. 5. Abrand strategy section
Best Practices: After further research into what brand guides
Two organizations that stood out to us for the should and should not look like, an example of a
brand guide and the brand story were the Heartland good brand guide that we found was the Louvre
Stampede and Regal Movies websites. Regal had Museum’s brand guide.
a link to a full brand guide with CMYKcolors and The Louvre’s brand guide was beautifully
scales for its logos as well as a clean design to its constructed because of its clean design and
website (Regal, 2018). Heartland Stampede, while aesthetically pleasing color scheme (Guo, 2018).
not having a brand guide, has a very simple single This brand guide also contained all of the necessary
long scroll site that is in a neon color scheme which elements previously listed. The designer went
makes it fun and easy to navigate (Heartland, 2019). above and beyond to convey its brand style and
After conducting this research, the Design Team story through this brand guide. The Design Team
believes that a brand guide for Sunflower Music recommends using similar methods to construct a
Festival should contain a clear presentation of the brand guide for the Sunflower Music Festival.
purpose of the organization as well as the following
elements:
13
 An excellent example of a brand story is UTC information cluttered (ISTDBrand Guide, 2018).
Theater Company because of the genuine way it Apoor example of a brand story is Regal Movies’
presents the story, as it paints a picture of the brand brand story. Its “About” page on its website
and makes it come alive. consisted only of a corporate style statement that is
“Life is a play. Performance occurs everywhere. not audience friendly.
The UTCTheatre Company wants to pull you Regal has a foundation for helping children called
onto their stage for a time—to take a different the Regal Foundation (Regal Movies, n.d.), but
viewpoint—whether that’s in a concert hall, on a this is not directly reflected in its brand story. The
website, or through a poster” (UTC, n.d., p. 6). statement only included numbers relating to its
The Design Teamwishes to emulate this style for theaters and locations globally, but nothing about
the Sunflower Music Festival by incorporating the its philanthropic endeavors as is evident in this
festival’s values, the brand goals, and the timeless quote (Regal, n.d.):
tradition into the brand story. Regal, a subsidiary of the Cineworld Group,
Worst Practices: operates one of the largest and most geographically
Apoor example of a branding guide was ISTD. diverse theatre circuits in the United States,
ISTD’s branding guide was cluttered, short in length, consisting of 7,211 screens in 549 theatres in 42
and the design was bland because of the poor color states along with American Samoa, the District of
choices and lack of creative measures. Columbia, Guamand Saipan as of October 28, 2019.
ISTDdidn’t explore the brand’s full creative
potential through its guide design. When viewing
the guide, the pages are set up in three columns,
which makes the image look tight and the
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We believe that the size, reach and quality of the include:
company’s theatre circuit provides its patrons • Aspen Music Festival
with a convenient and enjoyable movie-going • Heartland Stampede Music Festival
experience. We are committed to being “The Best • Tanglewood Music Festival
Place to Watch a Movie? • Buzzards Bay Music Festival
It is clear to the Design Teamthat when • Santa Fe Music Festival
constructing a story for Sunflower Music Festival • Pleasant’s Bay Festival
the goal is to showcase the support the Topeka The websites analyzed for the indirect competitors
community has shown it and display how the include:
festival gives back to the community through • First Friday Art Walk
concerts that are free to attend so that valuable • Topeka Performing Arts Center
artistic endeavors are available for everyone in the • Topeka Civic Theatre, Helen Hocker
community. • The sports teams camps at Washburn
Web Design and SEOTeams: University.
The Web Design Team(Brittney Clark, Daphne
Williams, Kathryn Heger, and Mizuki Iwasa) and
the SEOTeam(Leah Jamison, Ady Narber, Lexie
Longbine, and Keisuke Takahashi) were tasked
with using a textual analysis to look at the website
for each organization as well as for the Sunflower
Music Festival.
The websites analyzed for the direct competitors
15
Call to Action could fill out the information to buy tickets and or
Most of the websites that were analyzed had well give your support. The website’s call to action was
laid-out home pages with a clear call to action. also to get a ticket, check the schedule, and learn
For example, the Topeka Performing Arts Center about its history (Topeka Civic Theater, n.d.).
website had five main menu tabs that were at Another common call to action between all
the top of its website and were easy to find. As the different websites was connecting with their
you scrolled further down, to the left, there was a different social media accounts.
schedule of its upcoming events. To the right of On the home tabs for each site, there were buttons
that section, there was a parking map and a link to that would lead you straight to the organization’s
donate. As you scrolled to the bottomof the website, Instagram, Facebook, Twitter, and YouTube
it had videos of the Topeka Performing Arts events platforms, if they had them.
along with buttons that linked to its social media Each website had pictures frompast events and
platforms. It was clear that the call to action was to research shows that organizations should put the
book your ticket, see the next available show, and to important information at the top of the page and
get involved (Topeka Performing Arts Center, n.d.). save pictures frompast events for the middle or end
Another good example was the Topeka Civic of the website (Santa Fe, n.d.; Heartland Stampede,
Theater Website. The main menu tabs were at the 2019).
top of the page and there were only three main The websites don’t want the call-to-action’s
categories which were Shows, About, and Get
Involved. Next to the main menu tabs were get
Tickets and Support. These two buttons were a little
bigger and took you to specific links where you
16
effects to be minimized by the photos. When the call Festival, n.d.).
to action is to get someone to check the schedule, Awebsite that is busy and visually heavy can be
or buy tickets for a show, it’s counterintuitive to overwhelming to consumers. Abad example of this
provide a distraction (Topeka Performing Arts would be the Helen Hocker Theater. The pictures
Center, n.d.; Athletics, 2020). could be much improved by showing better images.
Site Map These visuals also come off very blurry and it is
The overall site maps for the websites had a hard to figure out what story the theatre is trying to
similar format to them. All the websites had main tell (Helen Hocker, n.d.).
menu bars when first logging onto the website. User Experience
This helps navigate and provide areas of what Overall, each of the organizations’ websites the
the website offers. Most of the websites had the teams analyzed were accessible for the users and
main menu bars placed at the top of the page. For easy to navigate by main menu tabs. The different
example, the Tanglewood Music Center has the types of media displayed on each website is
tabs placed center on top of the page (Tanglewood appealing to users. On most of the websites, there
Music Center, n.d.). are at least a couple of pictures and some even
The layout for the websites analyzed have the have videos. This is beneficial to the user because
common feature of pictures on the front page and he or she can engage more with the website.
throughout the website. There are a couple websites, like Buzzards
An example of how this is done well would be
the Sante Fe Chamber Music Festival, which has
a slideshow of pictures of its work and people it
features at the festival (Sante Fe Chamber Music
17
Bay, that tried to go above a beyond by posting images on the home page. The main colors are
recent events on sheet music in a creative twist black and white, but there are accents of a sky blue.
(Stegeman, n.d.). This doesn’t work out well because Apoor example of a business-like websites is
it’s very hard to read for users. one of Sunflower’s indirect competitor, the Topeka
One of the most important things when putting Civic Theater. There is too much space between
information on a website is that it’s not too busy and different elements on the site and the colors are not
that it’s easy to read for the user within one to three appealing. Some of the visuals are blurry and hard
seconds of the eye encountering the message. to look at. The color combination of brown, bright
This is why creating a simple website with simple pink, and red is too busy and not aesthetically
navigation is important. The researchers find that pleasing (Topeka Civic Theater, n.d.).
the end goal for the Sunflower Music Festival’s The fonts used on most of the competitors’
website to be to have users to stay on the website websites primarily consisted of serif, sans serif,
and be frequent visitors to the site because it is so and slab serif fonts. There is little use of decorative
easy to use. fonts on any site, which is an important standard to
Design adhere to as fancy fonts are usually unreadable.
Acommon theme among the websites analyzed is Agood example of consistent, but visually
that most seemed business-like and professional in engaging, use of fonts is the Aspen Music Festival’s
their designs. website. While there isn’t a wide variety of fonts,
Agood example of one of a clean-cut, business-
like site was the Santa Fe Chamber Music Festival
(Santa Fe, n.d.). The site is clear but also visually
engaging. There is a slideshow of high-quality
18
the use of an accent color to break up text is very a good amount of information but isn’t the most
effective (Aspen Music Festival and School, n.d.). visually enticing and could be more effective if
Another good example of breaking up text is the it was formatted differently (Tanglewood Music
Heartland Stampede’s website. All of the information Center, n.d.).
needed for the consumer is present, but it is broken Agood example is the Aspen Music Festival and
up well and makes it easy to digest. The bright School. Although it is similar to Tanglewood Music
colors and formatting make the website really stand Center’s website in that it has a lot of information, it
out (Topeka, n.d.). is broken up and formatted much more effectively
Apoor example of the use of fonts is the Buzzard’s (Aspen Music Festival and School, n.d.; Tanglewood
Bay MusicFest. Although there isn’t really that much Music Center, n.d.).
text, it is formatted poorly which doesn’t make it Multimedia elements were another common
enticing to read (Stegeman, n.d.). factor throughout all of the websites. The websites
Content that were lacking these elements were not as
How the websites were organized, and the appealing.
content they each contained were also a part of the The Heartland Stampede, for example, had many
analysis. multimedia elements which made it very visually
Abad example of how the content was organized appealing. There were pictures of past festivals as
on a website is the Tanglewood Music Center’s
website. There is an “about the TMC” tab which,
when scrolled over, has too many sub-menus. The
options are overwhelming, and the content could
be broken up much better. The history section has
19
well as graphics and video-type elements (Topeka, When a user goes to the Sunflower Music
n.d.). Festival’s website, the first thing he or she sees
Some websites had widgets to link to their social is a large, blurry picture that almost seems like
media accounts. The Aspen Music Festival and there is cut off text at the bottomof, and a large
School did a decent job of utilizing this feature. white box with some text. This does not give a
Although the widgets for its social media pages are good first impression. Ahigher-quality image
at the bottom, they are clean and do not look out of could be selected, and the negative space could
place. The bottomof the website is also a common be minimized to create a more welcoming, modern,
place for these widgets to be, so it is a good and aesthetically pleasing home page.
example of it (Aspen Music Festival and School, Additionally, the call to action isn’t strong on the
n.d.). home page. There is no information about how to
Prescription get involved now, even though the festival is held
Based on the teams’ research, the three things in June. There should also be an emphasis that
that the Sunflower Music Festival should do with its the festival is free to the public since there is no
website are: dedicated “tickets” section on the website.
1. Create a visually appealing home page with a Multimedia Elements
stronger call to action, The Sunflower Music Festival website lacks
2. Utilize more multimedia elements and multimedia elements. Although there are some
formatting to break up heavy and boring text
3. Modernize the website overall and make it
easier to navigate
Home Page Call to Action
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pictures, it would be better to have more, high- center, then the rest is white space. This white
quality photos. space could be filled by using pictures or other
There is also a lot that could be improved on in the important information.
formatting department. On many of the pages, there Another way its website can be modernized is
are boring chunks of text with little to no formatting. updating its pictures or maybe taking professional
If these blocks of text were broken up and formatted photos.
with different fonts, lines, and colors, they would be Content Creation and Advertising Teams:
much easier to digest. The Content Creation Team(Emma Palasak, Nigel
Modernize Burgess, and Nikki Kraaijeveld) and the Advertising
Lastly, the Sunflower Music Festival’s website Team(Breckyn Rowley, Jace Williams, and Amanda
should be modernized and cleaned up. Although Zoetmulder) were tasked with using a textual
it does have good elements, like some of the fonts analysis to look at the social media pages, email
and page layouts, it goes back and forth from marketing, and advertising strategies for each
looking outdated to updated. organization as well as for the Sunflower Music
The website needs to remain consistent and clean, Festival.
and right now, it is all over the place as far as text Social Media:
goes. It has some text here and some text there, but The Sunflower Music Festival has a semi-active
nothing flows together. Facebook and an inactive Twitter. The social media
Although some white space on a website is good,
Sunflower Music Festival’s website has too much
white space. For example, towards the top of the
page there is only a little paragraph of text in the
21
pages are the least developed and most important revitalize the page and draw followers in.
fix that needs to be emphasized going forward. There is a donation widget that could be really
The Sunflower Festival’s logo image and its bio beneficial if properly promoted.
on each platformare well-presented on the social Also, there needs to be more information put on
media pages, making a positive visual experience the pages doing features of the artists.
for the user. The information accessible on these The photos need to be cropped correctly on both
pages is widespread but needs to be more concise Facebook and Twitter. The profile picture on the
and consistent. Facebook page cuts off all the information.
By searching through the pages on Facebook The call to action button sends people directly
and Twitter, the researchers were able to find that to the website, and because of that button, it is
it’s a non-profit organization, the location of the unnecessary to put little details on social media
festival, access to the website, its phone number, posts – there only needs to be enough to draw
when the festival will be, who is playing on what people to the website.
days and times, the mission statement, and who the The Twitter page’s inactivity must be fixed
president and artistic director are (Gill, 2018). immediately, and there should be an Instagram
Although it is good that this information is page created to draw younger traffic in.
available, there needs to be a way to draw people in
and create a following.
There is multimedia use in several of the festival’s
Facebook posts, but the graphics could stand to
be updated. Creating a concise and consistent
message with more updated graphics could
22
Competitors: a link to register for tickets as well as the address
The Tanglewood Music Festival is an event and dates for the festival. The Aspen festival has
similar to the Sunflower Music Festival. It occurs a following of just under 8,500, and it posts often
in Massachusetts and draws in around 350,000 enough to stay in the followers’ minds (Aspen,
visitors or more every year. When visiting the 2020).
festival’s social media pages, it was discovered The Aspen festival’s Facebook page has the same
that its Instagramhad over 11,000 followers. The logo for the profile, but it is a bit hazy. The header
Tanglewood logo does not clearly indicate anything is a flyer, but it is too zoomed in to the get the
about the Tanglewood Music Festival, but its bio message or be visually appealing. The Facebook
concisely informs the audience and links its website page links the website, has contact information,
(Tanglewood, 2020). hours, and a concise message about the music
The Tanglewood Facebook page does much better festival (Aspen, 2020).
with presentation. The logo is included in the profile The Heartland Stampede’s Instagramhas over
picture, and the header shows a beautiful picture 20,000 followers and uses its logo as the profile
of the venue. The website and contact information picture. The logo is modern and imitations a neon
are listed in the bio portion as well as a link to sign. One thing the Heartland Stampede’s Instagram
Instagram. These are the only two social media account does that the previous two festivals have
accounts the festival manages, but it puts a lot of not is repost the same graphic and caption on
effort into staying relevant and connected with several different days to make sure Heartland
followers (Tanglewood, 2020).
The Aspen Music Festival’s Instagrampresents
its modern logo in the profile picture. The bio has
23
reaches all its followers at some point regarding fundraising opportunities. It has 35,000 followers
the same topic – in this case, offering non-profits on Twitter, and it mostly use this account to stay
opportunities to fundraise at the event. Its bio gives relevant to the younger demographic. Some
the dates of the event and the location with a link to retweets have no relation to music, but by
purchase tickets (Heartland Stampede, 2020). retweeting a commonly discussed topic, Heartland
The Heartland Stampede’s Facebook page also reaches a wider network of people (Heartland
uses the logo on profile page, but in the white Stampede, 2020).
background version, as opposed to Instagram’s Buzzards Bay Music Fest actually has no
black background version. The header is a masterful Instagramor Twitter account, and its Facebook
video that gives a look into what the fan experience page has 64 followers and a link to the website
is at the event. This is something that a filmand (Buzzards Bay MusicFest). There are several photos,
video student could contribute to the Sunflower but most of themare low quality. One would assume
Music Festival’s page to increase interest and draw it practices more traditional forms of advertising
people in (Heartland Stampede, 2020). since its digital presence is so lacking.
The Heartland Stampede’s Facebook bio includes The Santa Fe Chamber Music Festival’s Instagram
contact information and a direct link to its website, profile has its simple logo as the profile as well. Its
as well as an “Our Story” section that enlightens Instagramonly has a little over 1,000 followers with
the uninformed about the annual event (Heartland a simplistic bio that includes a link to the website.
Stampede, 2020).
Heartland’s Twitter account retweets a lot of
country music things and repeatedly tweets using
the same graphic on its Instagramdiscussing
24
However, its content includes high-quality pictures the location and link for the website, as well as a
of its artists, which is a good thing, however, the general information section and company overview.
festival needs to put this content to good use in There is contact information and a mission
order to reach a wider network of people (Santa Fe statement. The photos are similar to the Instagram
Chamber Music Festival, 2020). page, and appropriate for the target audience (First
Santa Fe’s Facebook page includes contact Friday Art Walk, 2020).
information and a link to its website. It includes The Twitter page for the First Friday ArtWalk uses
a general information section and uses the same the logo for the profile picture and gives a simple
logo for the profile as the Instagrampage does. Its informative bio and links the website. It retweets a
header includes the flyer format graphic with the lot of local business posts to reach as many people
dates for the festival and musicians to be expected in the area as possible (First Friday ArtWalk, 2020).
(Santa Fe Chamber Music Festival, 2020). There is The Topeka Performing Arts Center Instagram
no Twitter page for this group. page uses a modern logo as its profile picture and
The Topeka First Friday ArtWalk’s Instagram simplistic bio with a link to the website. It has just
page has over 1,000 followers and uses its logo over 1,000 followers and posts often to appeal to the
as a profile picture. The bio is simple and gives target audience (Topeka Performing Arts Center,
the location and website for the event. The posts 2020).
include a lot of the art and the stories behind the The Topeka Performing Arts Center’s Facebook
pieces. This appeals to the target audience (First
Friday ArtWalk SGF, 2020).
The First Friday Facebook page includes the logo
in the profile picture and header. It also includes
25
page uses a distant and unclear picture of the event logo for the header and profile picture, and its
space as a profile picture. The header is a set of “about” section includes the link to the website,
three flyers for events. Its “about” section links all general information, contact information, and
the social media accounts and website. Roughly address (Topeka Civic Theatre &Academy, 2020).
11,000 people like this page and it has several The Twitter page also uses the logo for the header
people that post to the page about events there and profile picture, using the white and red version
(Topeka Performing Arts Center, 2020). for the profile and the black and red version for
The Performing Arts Center’s Twitter page the header. The bio is short and informative and
has about the same number of followers as the links the website. It tweets about events and
Instagrampage and has an explanatory bio with the merchandise but does not get a lot of interaction
link to the website. It tweets updates about events (Topeka Civic Theatre, 2020).
and specifically shout-outs to users who have Email Marketing:
followed this. It averages about 1-2 likes per post The email marketing portion was consistent and
and does not seemrelevant to followers (Topeka thorough for the Sunflower Music Festival. The
Performing Arts Center, 2020). emails are a bit wordy; it is important to give just
The Topeka Civic Theatre uses its logo for the enough information and draw the readers to the
Instagramprofile picture and gives a concise website through email for the heavier information
informative bio with a link to the website and potential viewers need later.
address. It has just under 1,500 followers and tries
to stick to the same color scheme for its graphics
(Topeka Civic Theatre, 2020).
The Civic Theatre Facebook page also uses the
26
 The emails use a consistent, colorful header with what the reader would be helping with.
the title and subsections titled to break up the flow. The creative director for the Sunflower Music
The reader will not maintain interest long if the Festival uses Mail Chimp to send and archive these
email is a long, strung-out information dump so emails and give the receiver a better graphic look
section breaks are important. and structure. There is no other location for access
There are also bullet points that will draw the to these emails.
attention of the reader and maintain it a bit longer. The mission statement and location of the
There needs to be a consistent email plan so that festival are given consistently, as well as contact
the festival at least sends emails monthly to remind information and the dates of the event. Although,
the community it is active. it is unnecessary to put the paragraph-long
There are separate spreadsheets for subscribed mission statement on the email when it could just
and unsubscribed members to better frame the be accessible through the website. Perhaps the
emails towards the target market. The Sunflower focus needs to be on the free admission and direct
Music Festival creative director is trying to structure recipients to the website for the heavy information.
it like an online newsletter, and the consistent use In the archive, there are a max of three emails sent
of the header and contact information and “about a year. This is not enough to stay relevant or cared
us” emphasis is important to continue. about.
However, the structure could be more graphic and Amajority of the advertisements for Sunflower
sectioned-out to draw readers in even more. Music Festival and its competitors were written
There is one email that implores the reader to sign articles or small informational blurbs (“Top Events
up to volunteer, but the sign-up button is below for June 2019,” 2019).
some pictures and there is no information regarding
27
 For the Sunflower Music Festival, people can example of this is the Heartland Stampede posters
locate ads on the event page, on the Washburn (Heartland Stampede, Facebook).
University events calendar, articles with C.J. Online, While the advertising strategy should advertise
Topeka Magazine, WIBW, and its Topeka Partnership who is going to be featured in the festival, the
listing. names of the artists should also be included instead
The $440 for Topeka Partnership is what is spent of just pictures like Aspen Music Festival did (Aspen,
on the ads. Most of the festival’s work in advertising 2018).
is written blurbs in magazines and newspapers with An interesting aspect that Tangelwood and Aspen
no design elements. However, it includes location, Music Festival both used was listing with travel
time, and hours (“Top Events for June 2019,” 2019). agencies (Trip Advisor). This allows the target
While the competitors have similar advertising audience to easily book their entire trip in one place
efforts, many utilize video advertisements. after viewing the advertisements.
Heartland Stampede does an excellent job of The advertisements for the First Friday Artwalk
utilizing video ads and airs themon television were both informative and persuasive. The
(Heartland Stampede, 2019). advertisements provided vital information in regard
However, since televised ads are not in the budget to the event and gave detailed descriptions on why
for the Sunflower Music Festival, it could post the one should attend the First Friday Artwalks. The
videos to its social media feeds. Several competitors Artwalk advertisements used photography to help
utilized their Instagramand Facebook feeds to post promote aspects of the event (NOTO, 2020).
promotional videos (Aspen, 2018).
Many of the competitors also highlighted their
performers in their advertisements. Agreat
28
 Sunflower Music Festival should implement this
technique to better engage with their consumers
and advertise the festival.
The Washburn Summer Sports Camps
advertisements provided important information
about the summer camps. The advertisements
clearly stated the aspects of the camps, the cost,
and how to sign up (Washburn Athletics, 2020).
In particular, the Washburn Volleyball Camp
used a well-composed brochure to display the
information (Washburn Athletics, 2020).
Implementing graphics such as a brochure would
greatly benefit the Sunflower Music Festival in its
efforts to bring in a wider audience.

29
In-Depth Interviews Each interviewer administered the questionnaire
and recorded the answers before transcribing the
The researchers decided the best way to collect interview.
psychographic data to learn more about how best The data was then compiled and compressed
to promote the Sunflower Music Festival to the until major themes emerged. These themes showed
Topeka and Washburn University communities was up multiple times across multiple participants
to conduct qualitative in-depth interviews. and illustrate some important data points that
After gaining permission fromWashburn the researchers then used when formulating the
University’s Internal Review Board, 19 researchers strategy for this digital marketing project.
conducted 35 personal interviews using a standard It is important to note that all interviews were
interview guide. conducted before COVID-19 impacted the United
Participants were carefully recruited so that there States significantly. While the virus was actively
was a diversity of age ranges, occupations, and disrupting social behavior patterns in the United
biological sexes represented in the data. States, it also highly likely that it changed how
people looked for news about current events, how
they educated themselves on what was happening
in their own community, and what types of media
they relied upon for learning facts and updates
about the virus and its impact in the Topeka
community and the state of Kansas.

30
 It is also highly possible that once the COVID-19 local news.”
disruption to social behavior in the United States However, it was interesting to note that
has waned, Topekans will likely revert to former participants over 52 years old might not always
patterns of behavior in consuming media news and consume the local news in a traditional manner. For
learning about local events. example, some participants might not view WIBW’s
Findings: TVbroadcast, but they would either view the
1. Awareness of Events organization’s app or go to its website for news.
One of the most significant themes to arise was One participant over 52 years old said, “So, I
the fact that age is a mediator when it comes to listen to Kansas public radio on my drive in and
how participants learned about news and events on my drive home most days. When I’mseeking
in the Topeka community. Age seemed to be one of information, about news events in the area, I will go
the most impactful variables and it was apparent to WIBWor KSNTwebsites. I rarely watch television
through the data that those who were over 52 years news. And, if I’mnot listening to the public radio,
old learned about events in Topeka very differently for their information and news, then I’mlistening to
that ages younger than 52. music.”
Traditional media advertising and news stories Participants younger than 52 years old seemto be
still work best for those over 52 years old. Local more interested in learning about local events over
media outlets like the Topeka Capitol-Journal, WIBW, social media. However, which platforms appealed
KPR, and KTWUwere all mentioned by participants
as places they looked to for community information.
One older female participant said, “So I do read
the newspaper and watch the news regularly – the
31
the most to participants was dictated largely by 2. Volunteering:
age. Those in the 36 to 51 age range were mostly Participants all were very positive about
invested in using Facebook. volunteering within the community. No one felt
One participant in the 36 – 51 age range said, “I that volunteering was unimportant. Rather, all
follow WIBWon Facebook, but I don’t watch them participants interviewed believed volunteering to be
on TV.” a worthwhile activity.
Another participant said, “I don’t really keep up on One participant said, “Yes, you should be involved
the news, just what I see shared on Facebook.” and know what’s going on around you. Being aware.
Those that were in the 18 to 35 age range were If you have the ability to help the people around you
more invested in using Facebook, Snapchat and should.”
Instagramas well as the local news station apps. Another participant said, “Yes, I think volunteering
One participant in the youngest age group said, in the community is important especially in a
“I’d say I use Instagramthe most. Probably because community like Topeka that has high needs.”
I know that most of my friends use that one as Participants all saw the benefit of volunteering for
opposed to like Facebook and Snapchat and stuff the local community.
like that.” 3. No charge for admission
Another participant in this age range said, “I have Participants were all a positively in agreement
the Fox News app for major news, WIBWfor local with the Sunflower Music Festival’s practice of not
news. I think it’s WIBW, if I’mnot mistaken, they charging for admission.
have a Facebook. And they are always posting local
news and even like national news and you’ll see
stuff like that.”
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 One participant said, “I think that’s pretty then when I get there, maybe I do want to purchase
important. Because sometimes money can be an something, you know, froma vendor or that kind of
issue for a lot of people. And it’s pretty typical. So, I thing. Not necessarily an RV, though I would love to,
think free events are very nice.” but it’s difficult with folks that are on a budget.
Another participant said money would be a barrier I think free is a good thing. Prices of everything is
for college students and having free events like gone up; wages are stagnant. So even though folks
the festival is a way for college students to meet have maybe have a decent job, everything else has
people in the community without having to pay for gone up. So even though a person may be making a
admission. good living, everything costs more.
Another participant felt like free admission meant And folks do want to get out and do things in the
everyone could participate. This participant said: community but if it’s price prohibitive, even if it is
“Some events that cost up to $5 a person, if it’s a 5 bucks a person it adds up. Parking sometimes,
family of four that’s 20 bucks for themjust to get places charge to park is like goodness gracious,
into the event and then if they want a drink or a really? Nickel and dime me.”
snack, that’s more money. Discussion:
And folks are struggling these days. And I mean, One major finding fromthis study was that there
not that I don’t feel like I’mstruggling but we were several factors that determined how
wanted to go to like the Topeka over at the Expo
Center. They had like the RVshow, it was 8 bucks
a person to get in just to go look at RVs. Why do I
want to pay 8 bucks to go look at RVs? I can go to
an RVdealership and walk around for free. Because
33
awareness of events spreads within the Topeka Furthermore, it is important for a robust social
community. While traditional media outlets are media presence to use Instagramas well as
still useful for educating the public on what is Facebook within this community. It seems like these
happening, participants don’t always use the two platforms are the most suited for local news
traditional media format for learning about events. and promotion of local events. Without content on
Instead, even those in an older age group might these platforms, you cannot expect to drive users to
rather visit a TVnews station’s app or website over local events.
watching the nightly news online. The shared belief that all participants had about
When it comes to the Millennials and Generation how volunteering positively impacts the local
Z, traditional media platforms are not the best way community and that it’s important to do may be
to educate themabout current events within the another way to persuade people to participate in
Topeka community. Many in the community use the Sunflower Music Festival.
Facebook to keep up on events and the youngest Partnering with local organizations who can
users are often on either Instagramor Snapchat. provide volunteers is an incredibly important
One conclusion to draw fromthis is that if an initiative. However, by not publicizing the fact that
organization’s social media presence is stale the festival runs on volunteer efforts is limiting to
or nonexistent, there will be a wide range of the positive publicity that the festival gets during
community members who will not have a touch the event.
point with your organization and there will be no
way to educate themabout the Sunflower Film
Festival.

34
 Telling some of the stories of those volunteers be looked at with a cynical eye waiting for the bait
who are participating in the festival on social media and switch or to find out that it wasn’t worth the
during the event week would be another way to individual’s time anyways.
promote the organization and the festival at the It is important to note that there are two major
same time, and it would also be a way to grow the factors at play behind most of what this study
value of the festival within the Topeka community. discovered. The first is being unaware that the
Using partner organizations to help staff the festival, festival exists and the second is being unaware of
and then promoting those partner organizations by why it is important to participate in and interact
telling their stories makes the festival about more with the arts.
than just classical music. It could add a layer of Education is at the heart of the festival’s long-
humanity that makes others in the community want termcommunication strategy and should start
to also help support the festival even if classical with educating people on why art matters to them,
music isn’t something that participants enjoy. despite their formal education level. In a first-
Lastly, all participants were believers in the world society like the United States, it is a common
festival’s practice of free admission. Many practice for individuals to embark upon a search
participants felt that charging for events in Topeka for self and self-identity. Many people in the Topeka
was incredibly limiting for what families or college- community are incredibly involved in spiritual
age students could do. activities designed to help solidify the sense of self,
However, free admission needs to be more than
just a statement by the festival to the community.
Generally, it is a common belief that free is equal
to unimportant or unworthy so that free tends to
35
whether that’s through their local church (such as
most of our participants) or through the practice of
holistic arts such as exercise or diet.
It shouldn’t be a leap to include music and the
festival in that search for self whether that’s by
partnering with local churches for a concert built
around spiritual music or finding another way to
help Topekans understand music as an expression
of self.
The festival needs to forma strategy of
communication that not only addresses the value
of the arts for humanity, but also addresses the
value of the festival within the community. Then, the
festival can focus on reinforcing that free admission
is equal to love for the Topeka community, like
giving a whole community free backstage passes
just because the festival embraces its community
as an important part of what the festival is.

36
Branding
The branding section includes the Sunflower Music Festival
multimedia brand story and a rationale. Abrand story is a
narrative that encompasses the facts and feelings that are
created by your brand. This is important to tell the motivation
for a business and why customers should care and trust you.

37
Branding Guide

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Brand Story to do so than through a vibrant digital presence,
including through the use of social media?
Rationale Many sources have confirmed that social media
is the number one way to catch the eye of a Millen-
After speaking directly to Paul Post, chair of the
nial and Generation-Z-aged individual (Bitner, 2016;
Sunflower Music Festival board, and David Wing-
Rosado, 2014; Smith 2019). The idea of creating a
erson, the festival’s marketing coordinator, it is ap-
social media platformthat intrigues the consumer
parent that a younger audience would be ideal to
will more than likely be spread across to his or her
recruit for future festivals for many reasons.
peers.
As current attendees progress in age, younger
The difference between obtaining the attention
audiences are becoming the future of the
of a 23-year-old compared to a 68-year-old is the
organization. The ideal age would be college-aged
way you go about it. In other words, the medium
young adults up to middle-aged adults for a target
is the message, to reference Marshall McLuhan.
audience, as these are the generations who will
Older attendees are already sold on why arts and
gain in wealth over their career spans and can
entertainment events like the Sunflower Music
be potential donors for the festival, are typically
Festival is valuable to the Topeka community.
educated enough to be persuaded to support the
arts community in Topeka, and are believers in
volunteering (see the Primary Research Report).
Classical music is not top genre for younger au-
diences, so according to The Drum, it is important
for organizations to “flaunt it instead of selling it” to
younger audiences (Stanley, 2018). What better way 57
 However, younger generations have grown up Multimedia Brandstory
with the world at their fingertips and they have not
learned why the artistic expression is important to In 1987, the first Sunflower Music Festival was
self-identity and self-actualization. It becomes more organized in Topeka, Kansas. Held annually at White
difficult to persuade these audiences as to why they Concert Hall on Washburn University’s campus, it
should support the festival and why they should is a classical music festival that brings world class
care about music, including classical music. Fur- musical tradition to anyone willing to listen.
thermore, with so many media outlets and platforms Participating musicians come frommany of the
to sift through, they can experience information nation’s most-recognized musical organizations and
overload easily. They are offered hundreds of oppor- each year, young musicians are invited to perform
tunities a week to engage digitally, so the key is to as a part of the Blanche Bryden Institute.
both educate themabout the community in which An experience unique to Topeka, the Sunflower
they live and why the arts matter and then to offer Music Festival’s concerts are sponsored by
theman experience they can’t pass up. individuals as well as businesses in the community
The Sunflower Music Festival has many traditions, and all events are free of charge for the public.
but to intrigue a younger audience we will need to
make strategic progress with the digital presence
of the festival and modernize the brand experience
so that it becomes something that younger
generations want to engage with (Stanley, 2018,
Dec.).

58
Social Media
The social media strategy includes research on
geofiltering, hashtags, and social media schedules
services along with recommendations on the
what is appropriate and important to use to reach
the target audience. There are also social media
contest ideas to better interact with the followers.

59
Social Media Objectives Objective 2: Create a following in the demograph-
ic aged 45 and under.
Because our primary goal is to attract a younger Strategy 1: Research what your target audi-
audience, social media is a fantastic way to market ence is following.
and reach this target audience. Our research shows Tactic 1: Use social media data to discover
that our target audience mostly interacts with Face- what the target demographic likes
book, but Instagramand Twitter will be important to Strategy 2: Create content that is interesting
have set up for the near future. for the demographic
Objective 1: Revive social media platforms. Tactic 1: Mimic content seen in the target
Strategy 1: Unite the three main social media demographic’s most liked
platforms (Facebook, Instagram, Twitter) using Objective 3: Stay relevant to the audience.
an updated logo and branding strategy. Strategy 1: Post at least twice a week.
Tactic 1: Use the design strategy put togeth- Tactic 1: Create content and use the social
er by the design team media organizer to schedule posts
Tactic 2: Use across all three platforms for Strategy 2: Use interactive tools on social me-
consistency dia to engage the audience.
Strategy 2: Use a social media organizer to Tactic 1: Create social media contests
create and schedule consistent posts.
Tactic 1: Research social media organizers
Tactic 2: Schedule social media posts

60
Hashtags Hashtags Reason

Hashtags are a keyword phrase, spelled out without #SummerMusicFestival Shows the audience what
spaces, with a pound sign (#) in front of it. An exam- the tag is for while also let-
ting themknow what time
ple of such would be #GoBods. Hashtags are used
of year they take place.
on social media platforms to unite conversations
around events, pop culture, or general interests.
You can use up to 30 hashtags on InstagramPosts, #WashburnMusicFesti- Provides the location and
while Twitter generally recommends 2 (Hootsuite val what the event is, while
Inc, 2019). drawing in more Washburn
consumers.
Hashtags Reason
#SMF2021 Matches the tag fromlast
year’s music festival but
updated for 2020. However,
this is also the tag for the
EDMmusic festival, The
Sunset Music Festival.
#SunflowerMusic Identifies the sunflower
music part of the title while
keeping it decently short.
Utilizes two key words from
the SEOteams.
691
 The best option of these three would be Hootsuite.
Social Media Service Providers It’s free and can cover the three most necessary
Loomly Hootsuite Buffer social media profiles for the Sunflower Music
Pricing $25/month Free (Upgrade: Free (Upgrade: Festival: Facebook, Instagram, and Twitter. Being
$29/month) $15/month)
able to plan up to 30 posts in advance will allow
Usability Manage 10 Manage 3 pro- Manage 3 pro-
profiles at one files at once files at once
for the social media manager to not be constantly
concerned with posts. This will all be organized in
Scheduling Unlimited Up to 30 posts Up to 10 posts
content an easy to read calendar dashboard, which would
Data Analy- Post ideas and Track follow- Monitor user be the most effective to see the posts for each
sis optimization ers, growth activity and platformall in one place. The statistics reports will
tips, audience and content then suggest be simple and to the point, giving the social media
targeting, statistics the perfect
manager information on how many people they are
interactions time to post
and basic based on the reaching (Hootsuite Inc, 2019).
analytics followers’ ac-
tivity Knowing your audience is important to create
Organization Alibrary for Visual calen- Queue list content that appeals to their interests. Being
all post drafts, dar dashboard format. able to learn about who is seeing the content in
option for mul- shows what is Scroll and accordance with the time that it is posted is very
tiple calendars being posted monitor the
(if needed to when posts that important. For example, if the target audience are
separate per will go out on
platform) whichever
platform
962
parents of elementary school children, they will Cost $8-$20 per day
most likely be on their phones after work hours Usability 6-step process, and Snap-
when they are not taking care of their children, chat creates it for you. You
so the time to post would be after a typical child’s get the final say
bedtime. It is also important to know what appeals How it works Geofilters are overlays that
to the audience visually, so that the following posts are only accessible when
can replicate what works. the user is in a location
Snapchat Geofilters designated by the creator.
These can announce the
For the purpose of promoting the Sunflower Music location and add a fun
Festival, though it is a small investment, it would not graphic to make a picture
be effective just yet. In the next ten to twenty years, on Snapchat more interest-
this would be a worthy and fun thing to add to the ing and informthose who
campaign, especially if the graphics are in line with view the picture where the
the newly created branding guide. But, people in user is and what they are
our day in age do not use or look to Snapchat for doing (Boucher, 2014).
information or things to do, as popular as Snapchat
is. This also will not coincide with the target
audience. Our data fromour research study proved
that the majority of those looking for information on
events will go to Facebook, so that should be our
primary focus. Snapchat was not even mentioned in
our interactions during the research study. 693
Social Media Contests
Social Media Contest 1 Social Media Contest 2
Show your Facebook followers that you’re at the Show your Facebook followers that you’re at the
Sunflower Music Festival by sharing a post and Sunflower Music Festival by sharing a post and
tagging the Sunflower Music Festival official tagging the Sunflower Music Festival official
Facebook page to get a free official Sunflower Music Facebook page to get a chance to meet your
Festival 2021 t-shirt. favorite composer(?)
Step 1: Make sure to like the Sunflower Music There will be a drawing each day of the people who
Festival page have shared a Facebook post.
Step 2: Create a post and tag the Sunflower Music Step 1: Make sure to like the Sunflower Music
Festival Festival page
Step 3: Don’t forget to add #SunflowerMusicFestival Step 2: Create a post and tag the Sunflower Music
Step 4: Show us that you have shared the post with Festival
your friends Step 3: Don’t forget to add #SMF2021
Step 5: Come and get your free t-shirt! Step 4: Check the Sunflower Music Festival Face
book page at the end of the day to see if you won
the drawing

964
Social Media Calendar
May 2021
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1

2 3 12 p.m. 4 7 p.m. 5 7 p.m. 6 7 7 p.m. 8

First Email Twitter Facebook Instagram
9 10 11 7 p.m. 12 7 p.m. 13 14 7 p.m. 15 7 p.m.
Twitter Facebook Instagram Facebook

16 17 12 p.m. 18 7 p.m. 19 7 p.m. 20 21 7 p.m. 22

Second Email Twitter Facebook Instagram

23 24 25 7 p.m. 26 7 p.m. 27 28 7 p.m. 29 7 p.m.

Twitter Facebook Instagram Facebook
30 31

695
Social Media Calendar
June 2021
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 8 a.m. 2 7 p.m. 3 7 p.m. 4 7 p.m. 5
Third Email Facebook Twitter Instagram

6 7 8 9 7 p.m. 10 7 p.m. 11 7 p.m. 12 7 p.m.

Facebook Twitter Instagram Facebook

13 14 5 p.m. 15 16 7 p.m. 17 7 p.m. 18 Festival 19 Festival

Fourth Email Facebook Twitter 7 p.m. 7 p.m.
Instagram Facebook

20 Festival 21 Festival 22 Festival 23 Festival 24 Festival 25 Festival 26 Festival

7 p.m.
Facebook
27 28 29 30

966
Email Marketing
The email marketing strategy contains content
examples and research on different email service
providers to ensure that SMF is using the best
organizer for their budget. Additionally enclosed
is a calendar to give structure and purpose to the
posts and emails to stay relevant to the target
audience without annoying them.

67
Email Marketing Objectives Strategy 2: Target parents and schools to reach
families that would enjoy free entertainment
The main goal of our marketing this year for the Tactic 1: Find email lists of parents through
festival is to reach a younger audience. We want schools
to create a loyal fan demographic younger than Objective 3: Stay relevant to audience
retirees, and email marketing will be the way to Strategy 1: Email twice a month starting in May
draw people to the website for more information. Tactic 1: Create four emails for May and June
Objective 1: Attract more attention to the website Strategy 2: Use creative and consistent design
Strategy 1: Create a concise message that gets to make emails concise and attract clicks
to the point Tactic 1: Follow the structure laid out to cre-
Tactic 1: Use direct language ate emails with consistent layout
Strategy 2: Interesting graphics and
information blocks (infographics)
Tactic 1: Research classical music musicians
and composers involved with SMF
Strategy 3: Consistently link the website.
Tactic 1: Hyperlink “our website” at then end
of emails
Objective 2: Create a following in the
demographic aged 45 and under
Strategy 1: Use mobile compatible graphics
and clickbait
Tactic 1: Attach clickbaited phrases to emails 968
Email Marketing Service
Providers
Mailchimp Constant Active Mailing List Man- Built-in secu- With email In addition to
Contact Campaign agement rity to protect marketing security and
Mobile Friendly 300+app Automatically Emails are user’s account automation, privacy fea-
integrations optimized for mobile and customers’ create an tures, Active
mobile optimized. data autopilot with Campaign pro-
Reporting/ Gets Email tracker Features personalized, vides audience
Analytics increasingly that reports such as Geo scheduled, segmentation
personalized who’s opening, Tracking and and targeted and personal-
due to the clicking, and Analytics emails. Also ization, allow-
data collected sharing your allow access upload con- ing the user to
fromthe target emails. to crucial tact lists from change emails
audience. data fromour Excel, Outlook, based on the
consumers. Salesforce or recipient.
Dynamic Content Allows for Drag and Features like any contact
graphics and drop editing link history, apps.
links with is easy to which provides
easy access customize an notifications
and solid email template when links
formatting and design are clicked,
professional, and free
mobile- image hosting
responsive provide
emails that supplements
look great on to standard
every device content
699
Email Marketing Content
May 3, 12 p.m. (typical lunch hour; people are expected to You can also follow our social media pages to keep up with
check their personal emails at this time) us!

Subject line: Free Festival this Summer Facebook Instagram Twitter

Contact us through mail, phone, or email:

Sunflower Music Office

Learn about the Sunflower Music Festival, one of Topeka’s Washburn University
finest free entertainment opportunities offered annually each 1700 SWCollege Ave
summer. Topeka, KS 66621
785.670.1396
This family event offers primarily classical and jazz music [email protected]
for a week in the summer. Held annually at White Concert
Hall on Washburn University’s campus, it is a classical music No longer want to receive information on free local
festival that brings world-class musical tradition to all who entertainment?
attend. Unsubscribe
You can access our website for more information regarding
musicians, sponsorships, and the Blanche Bryden Institute.

970
Email Marketing Content
May 17, 12 p.m.
You can also follow our social media pages to keep up with
Subject line: Support The Midwest’s Modern Chamber Music us!

Facebook Instagram Twitter

Contact us through mail, phone, or email:

The Sunflower Music Festival offers an opportunity to be a
part of live, modern classical music in Topeka, Kansas. Sunflower Music Office
Washburn University
Participating musicians come frommany of the nation’s 1700 SWCollege Ave
most-recognized musical organizations and each year, Topeka, KS 66621
young musicians are invited to performas a part of the 785.670.1396
Blanche Bryden Institute. High school students are given an [email protected]
opportunity to learn fromand performwith the professional
musicians that are a part of our special event. No longer want to receive information on free local
entertainment?
Support these aspiring young musicians, and maybe inspire Unsubscribe
the children in your life by attending our free festival.

You can access our website for more information regarding

musicians, sponsorships, and the Blanche Bryden Institute.
791
Email Marketing Content
June 1, 8 a.m. (before work; people tend to check their emails You can also follow our social media pages to keep up with
when they wake up) us!

Subject line: The Countdown Begins - Be a part of our World- Facebook Instagram Twitter
Class Tradition

Contact us through mail, phone, or email:

Sunflower Music Office

Get volunteer hours and help your community by helping us Washburn University
to put on the Sunflower Music Festival this summer. 1700 SWCollege Ave
Topeka, KS 66621
Because our promise to the community is to put on free 785.670.1396
entertainment, we rely on sponsorships and volunteers to [email protected]
accomplish this. Help us to bring light to our community
through music! No longer want to receive information on free local
entertainment?
You can access our website for more information regarding Unsubscribe
sponsorships and volunteering opportunities.

972
Email Marketing Content
June 14, 5 p.m. (after typical work hours, people check their musicians, sponsorships, and the Blanche Bryden Institute.
personal emails at this time)
You can also follow our social media pages to keep up with
Subject line: Making Summer Plans? The Sunflower Music us!
Festival is weeks away!
Facebook Instagram Twitter

Contact us through mail, phone, or email:

Join us in less than two weeks for our annual classical music Sunflower Music Office
festival! Washburn University
1700 SWCollege Ave
The countdown continues as we wait in anticipation for Topeka, KS 66621
our annual summer event. Bring your family, friends, and 785.670.1396
neighborhood to our festival, and rediscover the beauty of [email protected]
classical and jazz music in this modern age. You can find us
at White Concert Hall at Washburn University for this four- No longer want to receive information on free local
day event. entertainment?
Unsubscribe
We are excited to see you there!

You can access our website for more information regarding

793
Website Design
The web design section contains wireframes of
each page of the website, static URLlinks, website
content, keywords, and pictures. The purpose
of the web development section is to show how
the Sunflower Music Festival can optimize their
engagement with viewers and best utilize their
website.

74
Website Map

75
Theme

The web development teamdecided to choose the May-

wood theme for a number of reasons. We enjoyed the
bright and “airy” feel it has along with being welcoming.
Pictures are an important aspect to The Sunflower Music
Festival as you want guests to feel as if they are actually
there. Because of that, we liked that this theme had many
options for pictures. The theme is modern, clean, and
sophisticated, all of the aspects the festival possess. We
also chose the Maywood theme because of the simplicity
of it. There are great ways to customize this theme. We
wanted to make the site as unique as possible for this
event.

976
Home Page

797
Call to Action

Sunflower Music Festival

Home About Musicians Blanche Bryden Institute Find Us Volunteer

> Want to learn more? >

Join our community and sign up for our newsletter.

Get updates on the event and learn about volunteer opportu-

nities.
June 2020
“World class tradition, free admission”
“2020. S M T W T F S
Year of the Woman.” 01 02
03 04 05 06 07 08 09
  10 11 12 13 14 15 16
Sign 17Up18 19 20 21 22 23
24 25 26 27 28 29 30
31
“World Class Tradition. Free Admission.”

“ We rely on the tremendous generosity of our donors to help sustain the

festival's history of artistic excellence and dedication to present free concerts
for the Topeka community.”

Donate Now

978
About

799
980
891
982
Musicians

893
984
Blanche Bryden Institute

895
986
897
Find Us

988
Volunteer

899
90
Seo
The SEOstrategy includes a background on SEO,
keyword lists, an analysis of sunflowermusicfestival.
org, a Google Analytics Guide, and a comprehensive
guide to improve overall SEOfor the festival’s website. If
followed, the SEOstrategy showuld boost the website’s
performance in search results ranking and make it
easier to find when searching for the selected keywords.

91
Website how long they are on the page or site, and what
links they click. It also tracks the site’s “bounce
Google Analytics Guide rate”- the number of first-time visitors that leave the
website and never return.
Google Analytics is an analytics programthat tracks
-How visitors interact with your site’s content-
data coming in and going out of websites. Market-
it will reveal if visitors are responding to the site’s
ing strategies like email marketing, making your
call to action, such as clicking a button, leaving an
website search engine friendly, and creating mobile
email address, or buying a product.
responsiveness can help your website, but without
-Times when people are visiting- this will tell
tracking data, it can be difficult to figure out which
your business when people are visiting its website
tactics are working. Google Analytics is the best
and which time zone they are in. This is helpful be-
data tracking programavailable. It is completely
cause it can determine when you should post new
free and reports are customizable to your business’s
content on your website for people to see.
wants and needs (Johnson, 2018).
-Traffic sources- this report can show all sourc-
Google Analytics tracks the following data (Johnson,
es of the site’s traffic, whether it be fromsearch en-
2018):
gines, referral links fromother sites, or direct links.
-Who visits the site- the programis able to
This provides insights for where site owners should
track information about the website’s visitors such
advertise, which social networks to use, and which
as their location, language, browser they use, and if
influencers to engage with.
they came to your website froman organic search
or froma paid advertisement.
-The behavior of your visitors- it can track data
such as which pages the website’s visitors access, 92
To get started with Google Analytics (Johnson, geviews for a given time period, the average user
2018): time on a page, bounce rates, and page values. This
1. Start by setting up a free Gmail account if specific report will help decide how you can im-
you do not have one set up already prove your site content to increase page views and
2. Go to google.com/analytics and create a the user time on your webpage (Johnson, 2018).
free account Lastly, the audience report will help you determine
3. Create an account name, choose to measure the demographics, geographics, and behaviors of
a website, create a website name, and add your page viewers. This can help you, because it
your website URL will tell you what your target audience is and how
4. Add your Global Site Tag code to the HTML you should advertise to them.
<Head>of every webpage you want to track Although there are many reports you can analyze,
After you install Google Analytics on your website, the audience, behavior, and acquisition reports are
the most important things to pay attention to are the the most important to look at each month. They
reports. Under the acquisition report tab, the most will give you information about your audience, your
important reports to look at are in the traffic sourc- content, and how your site is running. Paying atten-
es tabs. This aids in seeing how users are coming tion and making adjustments based on the data will
to your website, whether it is through an organic help you improve your website. (Johnson, 2018).
search, a paid advertisement, or other channels
(Johnson, 2018).
Next, you should be looking at the behavior reports
for your website, specifically the site content. The
site content report will tell you the number of pa-
93
SEO well it matches the search. The search engine then
organizes all information crawled by ranking it
SEOBackground and Strategy for on- (“Beginner’s Guide to SEO,” n.d.).
page and off-page factors Organic search results are search results that are
SEOstands for “search engine optimization.” It the product of good SEOpractices and are not paid
is more than just following an algorithm. To be for. When you search for something on the internet,
successful in creating and maintaining a SEO you will be given a “SERP” or search engine results
strategy, you need to understand what people are page with results that are trying to answer your
searching for online, the words they’re using, and query. SERPs include a variety of result formats
what they’re consuming (“Beginner’s Guide to SEO,” such as featured snippets, the local 3-pack (the
n.d.). top three local businesses that are geographically
“It’s [SEO] the practice of increasing both the quality closest to your IPaddress), related questions to
and quantity of website traffic, as well as exposure your query, and more (“Beginner’s Guide to SEO,”
to your brand, through non-paid (also known as n.d.).
‘organic’) search engine results,” (“Beginner’s Guide The goal is to have your website at the top of the
to SEO, n.d.,” ch. 1). SERPso people see you first. If you do not want
In order to know how to make the search engine to pay money to make your site rank higher such
work for you, you must know what a search engine as through paid advertising, you will have to use
is. Search engines discover and catalogue all good SEOstrategies to get to the top of the organic
available content on the internet through crawling.
Crawling is essentially when a search engine sends
bots to a page to read it and then determine how 94
search results. Although it might seemeasier to pay -Do not try to cheat the system. Follow good
to get your website to the top, it is not as effective SEOpractices or search engines will boot you to the
as generating traffic organically. The majority of bottomof the list
online traffic is driven by search engines. Organic To begin working on creating an effective SEOstrat-
search results appear more credible to searchers egy for sunflowermusicfestival.org, we analyzed the
and receive significantly more clicks than paid current festival website using the analyzer tool on
advertisements (“Beginner’s Guide to SEO,” n.d.). neilpatel.com. The festival’s website was given an
There are some basic principles you can follow in On-Page SEOScore of 80, which is considered great.
order to be successful in SEO(“Beginner’s Guide to This score is an overall score for all pages scanned
SEO,” n.d.): in the site audit and works on a scale of 0 to 100
-Provide clear, engaging, and easy-to-find con with 0 being the lowest and 100 being the highest
tent on your website (“Analysis of www.sunflowermusicfestival.org,” n.d.).
-Practice good keyword placement “This score represents a combination of the ratio
-Make page titles clear and relevant of issues found to the number of checks performed
-Links are regarded as a sign of popularity and by the audit tool,” (“Analysis of www.sunflowermu-
are rewarded by search engines as such sicfestival.org, n.d.,” p. 1).
-Your website must load quickly. Searchers The site had an organic monthly traffic score of 338
won’t stick around if the page takes too long to load as of April 14, 2020. According to neilpatel.com, this
-Users must have a positive and useful experi- is a great score. The festival’s website ranked for
ence on your website
-Utilize alternate text for images so that your
photos can be crawled as well
95
522 organic keywords in the organic search, which According to the analyzer, there was one issue with
is also considered to be a great score. Lastly, the a valid SSLcertificate.
site had 208 backlinks, which is the number of in- “SSLcertificates are digital certificates that enable
coming hyperlinks fromother websites (“Analysis of an encrypted connection and authenticate a web-
www.sunflowermusicfestival.org,” n.d.). site. They provide your visitors with the reassurance
Overall, sunflowermusicfestival.org is a great web- that they will have a safe connection between your
site in terms of SEO, however there is always room site and their device. Moving fromhttp to https on
for improvement (“Analysis of www.sunflowermu- your site is now considered to be something that
sicfestival.org,” n.d.). can help boost your rankings as it provides a more
Neilpatel.comanalyzed some of the major SEOis- secure, and therefore better, experience to your end
sues that are holding the website back. The first
issue is that there is no sitemap.xml to optimize
interaction with bots. This has a high impact on SEO
(“Analysis of www.sunflowermusicfestival.org,” n.d.). user,” (“Analysis of www.sunflowermusicfestival.org,
“Sitemap.xml files can facilitate your chances of n.d.,” p. 1).
ranking by making your site easier to crawl by Pictured above are two screen captures fromApril
search engines. By creating a unified list of URLs 14, 2020. Some pages of the website are secure,
that you would like to be indexed, the sitemap.xml while others are not secure. Fixing this issue would
file ensures that not only will your site be crawled boost the site’s SEOranking.
properly, but that it will be done quickly and more
efficiently,” (“Analysis of www.sunflowermusicfesti-
val.org,” n.d., p. 1).
96
There are many more issues that can be resolved,
as pictured above. All the data discussed can be
found at any time at neilpatel.com.

97
To continue our research, we used a free trial of keywords include the products or services that are
semrush.comin order to utilize its tools. We created relevant to the business. We primarily placed the
a list of keywords based off primary research, brain- notable artists fromthe Sunflower Music Festival
storming, and suggestions fromneilpatel.com. We into this category. Related keywords have terms
then ran the keywords through SEMrush’s keyword close to the synonymgroup of interest to the user.
overview tool to analyze themfor volume, difficulty, We placed the majority of keywords in this category.
and level of competition (“Keyword Overview,” n.d.). Lastly, long-tail keywords are used in most search-
Volume is the average number of monthly searches es. They have four or more keywords and compe-
for the analyzed keyword over the last 12 months. tition is low. We placed keywords that we thought
Keyword difficulty is a rating index which goes from users would search for in order to find events or
0 to 100, with 0 being the easiest and 100 being the things similar to the Sunflower Music Festival in this
most difficult. This number gives an idea of how category.
hard it is to rank a new website on the first page of If sunflowermusicfestival.org continues to prioritize
Google for the analyzed keyword. Level of competi- keywords, especially the ones listed in the tables
tion describes the competition between advertisers provided, and fixes the critical SEOerrors, then it
bidding on the analyzed keyword within their PPC will continue to rank well and should improve in
(pay per click) campaigns. Competitive density ranking over time.
works on a scale of 0.00 to 1.00, with 1.00 being the
most difficult to rank for (“Keyword Overview,” n.d.).
We then compiled all the keywords into charts,
divided into three categories: product keywords,
related keywords, and long-tail keywords. Product
98
SEO
Keywords

Product Keywords (“Keyword Overview,” n.d.)

Keyword Volume Difficulty Level of Competition
dr zelnick 170 81%(very hard) 0.01
rebecca tobin 480 82%(very hard) 0.00
russell patterson 260 81%(very hard) 0.05
mike henry 22.2K 88%(very hard) 0.00
alex klein 590 73%(hard) 0.01
cardenes 110 68%(hard) 0.00
dennis parker 590 70%(hard) 0.06
charles stegeman 70 75%(hard) 0.02
bryan kennedy 320 75%(hard) 0.02
simon james 260 66%(hard) 0.01
daniel dickson 170 74%(hard) 0.10
lian qiao 170 56%(possible) 0.22

99
Related Keywords (“Keyword Overview,” n.d.)
Keyword Volume Difficulty Level of Competition
free concert 368.0K 85%(very hard) 0.13
music 823.0K 93%(very hard) 0.09
topeka 18.1K 83%(very hard) 0.00
sunflower music 590 84%(very hard) 0.03
music department 720 81%(very hard) 0.02
topeka kansas 40.5K 81%(very hard) 0.01
music program 5.4K 89%(very hard) 0.07
jazz music 40.5K 85%(very hard) 0.02
washburn university 22.2K 70%(hard) 0.00
chamber music 5.4K 62%(hard) 0.00
festival 90.5K 77%(hard) 0.01
washburn 9.9K 66%(hard) 0.35
festival volunteer 170 63%(hard) 0.11
free event 12.1K 78%(hard) 0.02
classical music festival 210 66%(hard) 0.06
free festival 260 72%(hard) 0.02
free music 110.0K 79%(hard) 0.50

100
9
Related Keywords (“Keyword Overview,” n.d.)
Keyword Volume Difficulty Level of Competition
kansas 165.0K 79%(hard) 0.00
midwest 74.0K 77%(hard) 0.03
modern chamber music 50 71%(hard) 0.05
orchestra 40.5K 73%(hard) 0.01
orchestra concert 1.6K 66%(hard) 0.08
small orchestra 110 67%(hard) 0.02
classical chamber music 20 74%(hard) 0.02
summer festival 880 64%(hard) 0.03
summer music festival 320 64%(hard) 0.01
sunflower music festival 170 70%(hard) 0.00
music festival 27.1K 73%(hard) 0.01
festival sponsorship 140 63%(possible) 0.19
music volunteer 210 62%(possible) 0.26
topeka festival 50 58%(possible) 0.08
chamber music concert 110 58%(possible) 0.06
chamber orchestra 1.3K 51%(possible) 0.01
chamber music festival 210 43%(possible) 0.06

101
9
Long-tail Keywords (“Keyword Overview,” n.d.)
Keyword Volume Difficulty Level of Competition
not for profit organization 2.4K 83%(very hard) 0.08
june events near me 210 81%(very hard) 0.05
summer concerts near me 1.3K 83%(very hard) 0.08
find music near me 50 82%(very hard) 0.04
festivals near me 90.5K 77%(hard) 0.02
events in topeka ks 590 69%(hard) 0.11
washburn university music
50 68%(hard) 0.00
department
music festivals in kansas 210 64%(hard) 0.01
blanche bryden n/a n/a (easy) n/a

102
9
Advertising
The advertising concept includes research on
competitor’s advertisements as well as research on
the preexisting advertising methods of the Sunflower
Music Festival. It also includes suggestions of potential
digital, traditional, and partnership advertisements,
with a budget for all suggestions.

103
Advertising Digital Advertising
Campaign Concept
Our slogan is “Sunflower Music Festival: an
experience you don’t want to miss” as the campaign
slogan because it’s a taste of culture at your
doorstep provided by world-class musicians for all
ages. Backed by 33-years of timeless experiences,
the festival provides memories that you’ll never
forget.

Advertisements
Traditional Media Advertisements
Our radio ad highlights the features of the Sunflower
Music Festival in a quick 15 second commercial. Our
TVad takes you through the concert experience
frombeginning to end and focuses on the intense Our digital ads informthe viewer of the date,
reactions of the audience and what they love about location, and time while highlighting different
the festival. aspects of the festival.

104
Partnership Advertising
Partner Contact Advertisement
Stormont Vail Kyler Tarwater Digital signage
Event Center 785.235.1986 and programs

Topeka and Diana Friend

Shawnee County 785.580.4486 E-mail
Library [email protected] newsletter

Children’s Discovery Laura Burton Newsletter and

Center 785.783.8300 Blog

Kansas Museumof Bobbie Athon

785.272.8681 Blog
History
[email protected]

Topeka Zoo Main Office Mailing List

785.368.9180

Topeka Civic Jennifer Haugh Playbill, Websites

Theatre 785.368.9180 and Tabletop Ads

Jayhawk Theatre Stephanie Coon Mailing List

785.233.4295

105
9
Advertising Budget
Publication Price Contact Audience
Quarter page- $100
size: 3.5 x 4.75 in University student, faculty,
Business Card Ad- $75 Lexi Longbine staff and alumni. The magazine
Bod Mag
size: 3.5 x 2.25 in Ad Manager for Student Media reaches a wide variety of
Half Page Horizontal- $175 785.670.1173 social classes, and a majority
size: 7.5 x 4.25 in of these are fromthe Topeka
Half Page Verticall- $175 area.
size: 3.5 x 10 in

The Topeka Captial Journal is

the largest daily newspaper
$76 for a column inch of black 785.295.1111 in the Topeka area. The
Topeka Capital Journal and white advertising space. newspaper has a daily
circulation of approximately
44,000
This station reaches a wide
Their ads start at $25 for 15 variety of people primarily
seconds and are determined by aged 15-50, in the Lawrence,
the time of day they are aired. Topeka and Kansas City area.
105.9 Kiss FM In the budget, we recommend 785.843.1320 They primarily play current
placing the ad for a morning “pop” music but also cover a
slot as this will allow the largest large variety of sporting events
target audience reach. including KUfootbal and
basketball

106
9
Advertising Budget Continued
Publication Price Contact Audience
Since you pay for views and
clicks, you pay for gauranteed
increased traffic. You can choose
0.20 to $2 per click These are accessed through your target demographics and
InstagramPromotion
or $6.70 per 1,000 inpressions the Festival’s Instagrampage what the goal of the promotion
is. You are also able to directly
view the results of the ad, so
you can see how successful the
promotion is
Since you pay for views and
clicks, you pay for gauranteed
increased traffic. You can choose
0.27 per click These are accessed through your target demographics and
Facebook Promotion
or $7.19 per 1,000 inpressions the Festival’s Facebook page what the goal of the promotion
is. You are also able to directly
view the results of the ad, so
you can see how successful the
promotion is

107
9
Meet the Teams

108
Advertising Team Amanda Zoetmulder
Breckyn Rowley Amanda is a senior at
Team Lead Washburn University and
Breckyn is a junior at
is majoring in mass media
Washburn University with an emphasis in creative
and is majoring in mass advertising and a minor in
media public relations and communication studies.
minoring in business. After After graduation, she hopes
graduation, she plans to to teach English abroad
work for a marketing firm. in Japan through the JET
program.

Jace Williams
Jace is a junior at Washburn
University and is majoring
in mass media with an
emphasis in advertising and
minors in communication and
mathematics. After graduation,
he plans to play professional
football and then start his own
business.
109
9
Content Creation Team Nikki Kraaijeveld
Nikki is a junior at Washburn
Emma Palasak
University majoring in mass
Team Lead
media with an emphasis in
Emma is a Sophomore
creative writing and a minor
at Washburn University
in studio art. She would
majoring in mass media
like to work for an event
with an emphasis in public
planning company or in the
relations and a minor in
web/graphic design field.
sociology. She intends to
use her degree to manage
social media and work as a
public relations specialist
for a professional sports
team.
Nigel Burgess
Nigel is a senior at Washburn
University majoring in mass media
with a minor in psychology. After
graduation, he plans on working
in the sports media field either
on the public relations side or
advertising and marketing side.
His dreamjob is working for the
Kansas City Chiefs. 110
9
Design Team Jessica Galvin
Jessica is a senior at
Emma Wittmer Washburn University
Team Lead majoring in mass media
Emma is a junior at with an emphasis in
Washburn University creative writing and
majoring in mass media a minor in art. After
with an emphasis in graduation, she would like
public relations and to work as a copy editor
a minor in business. for an attorney who works
She currently does not exclusive for tree law.
have a plan for after
graduation but is getting as much experience in different
public relation avenues as she can while still in school.
Grace Cole
Grace is a senior at Washburn
University majoring in mass
media with an emphasis in
creative advertising and a
minor in English literature.
Her plans post-graduation
are to work as a media
specialist overseas or for an
international company. 1911
Public Relations Team Terry Ralston
Kassadee Clark Terry is a senior at
Team Lead Washburn University
Kassadee is a senior at majoring in mass
Washburn University media with and
majoring in mass media emphasis in public
with an emphasis in relations and a minor
public relations and a in criminal justice.
minor in history. After graduation, he
After graduation, she plans to move to Florida and maybe work for the Walt
plans to work for a non-profit organization. Disney Company in the public relations department or
the security department.
Shelby Edwards
Shelby is a junior student-
athlete at Washburn
University. She is a mass
media major with an
emphasis in public relations
and a minor in sociology.
After college, she would
like to work as a public
relations specialist or be part
of a marketing teamfor a
professional sports team. 112
9
SEOTeam Lexie Longbine
Leah Jamison Lexie is a junior at
Team Lead Washburn University
majoring in mass media
Leah is a senior at
with an emphasis in
Washburn University
creative advertising and a
majoring in mass media
minor in communication
with an emphasis in
studies. After graduation,
public relations and a
she would like to work in the digital marketing field for
minor in psychology.
an ad agency in Kansas City or in Colorado.
After graduation, she
would like to work locally Adyson Narber
in Topeka doing design work.
Ady is a sophomore at
Mizuki Iwasa Washburn University
majoring in mass media
Mizuki is a senior at with an emphasis in
Washburn University advertising and minoring
majoring in mass media in business. After
with an emphasis in graduation, she wants
creative advertising and to achieve her dreamof
a minor in business. He successfully launching a
plans to pursue some real estate career.
internships in his home
country, Japan.
113
9
Web Design Team Keisuke Takahashi
He is a senior at Washburn
Brittney Clark
University majoring in mass
Team Lead media with an emphasis
Brittney is a senior at in creative writing and a
Washburn University minor in psychology. After
majoring in mass graduation, he is planning
media with an on working as a marketing
emphasis in public representative in Japan.
relations and a minor
in business. She plans to attend the University of Kansas
to earn a Master’s of Science in Journalismand Mass Daphne Williams
Communication. Her dreamjob would be to work for the Daphne is a sophomore
Walt Disney Company as an event coordinator. at Washburn University
Kathryn Heger majoring in mass media
Kathryn is a junior at with an emphasis
Washburn University advertising with a double
majoring in mass media minor in coaching
with an emphasis in and studio art. After
creative advertising and a graduation, she hopes to
minor in communications. work in sports media or
She hopes to work for the coach basketball.
Kansas Department of
Commerce after graduation
in May of 2021. 114
9
References

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