Town of Apex Juneteenth Celebration PR Plan Proposal
The event, titled “Juneteenth in the Park,” has three main goals: to educate, unify and celebrate. This festival is funded through the town of Apex and other sponsors. For a culminating project, I was tasked to collaborate with classmates to create an all-encompassing PR plan for the following year’s celebration. We spoke with real leaders of the event, coordinators, performed surveys and interviews to track engagement, and presented our plan to a panel who did implement ideas into their campaign for the following year.
Examples of Survey Results and SWOT Analysis
Proposed PR Strategies and Tactics
Through several research methods and analyses, we proposed several new PR and marketing strategies to fully engage the audience and increase awareness of the event. We established our target audiences as high school students within the town of Apex, and those between the ages of 30-44. By understanding our audience, our proposed solutions aimed to amplify engagement and include a broader demographic in the event itself, through ideas such as the live museum and social media campaigns. Through this proposal, we were also able to share the messages behind our ideas. We focused on making the town of Apex an inclusive one, where the public is educated on the celebration and history behind it, and lastly create a unified community where everyone feels welcome
The ability to participate in this culminating project strengthened my skills and knowledge as PR professional in several ways. It pushed my understanding of audience segmentation and cultural awareness. It built on my strategic communication skills through collaboration with my group members, those we surveyed, the coordinators of the event, and more. This project strengthened my skills in brand storytelling and positioning, aiding me in crafting narratives that engage with an entire audience.