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Strategy <br />Leverage the influence of the OCCC Board of Directors and the OCCC member organizations to <br />network and publicize the center, our offerings and activities. Maintain a fresh and exciting presence <br />on our website and in social media. <br />MARKETING COMMUNICATIONS PLAN <br />Marketing Communications Vehicles <br />Public Relations <br />1) The OCCC will conduct an ongoing publicity campaign by developing relationships with news <br />media representatives, writers & editors of local newspapers, arts magazines, and industry <br />publications, encouraging them to write articles focusing on the Center. We will also write and submit <br />press releases publicizing newsworthy program interests and events, public interest and industry <br />stories, and upcoming community events, and will actively use social media. <br />Our publicity will be conducted in phases: <br />a) Create public awareness by letting the community know that we have officially signed a <br />deal with the county, what we will offer, who is involved. <br />b) Publish an interim article describing the build -out and an estimated opening date. <br />c) Publish a grand opening article including quotes from organizing groups and how they are <br />going to utilize the space, inviting community members to come and visit. <br />d) Personally invite media contacts to special events hosted at the Center. <br />e) Submit monthly articles describing activities for the upcoming month and future `special <br />events'. Additionally, write short `personal interest stories' focusing on prior month's <br />events and their success. <br />Potential Venues & Contacts: <br />Erin Wiltgen — News of Orange County, e.wilt en ,newsoforan eg_com <br />Dan Way — Chapel Hill Herald, DWay@heraldsun.com <br />Mark Schultz — News & Observer, Durham Section, mschultz&newsobserver.com <br />Our State Magazine, editorialkourstate.com <br />Dan Shannon — Chapel Hill Magazine, danshannon (a,chapelhillmagazine.com <br />Elizabeth Shugg - 15 1501 — eshugg_awakeliving com <br />2) The OCCC Board Members will develop relationships with key community and government <br />leaders. We will arrange to meet one -on -one with these individuals to spread awareness throughout <br />the community. We will personally invite them to our grand opening ceremony, distribute marketing <br />flyers describing our offerings, email quarterly newsletters, and periodically send invites to upcoming <br />events. <br />Orange County Cultural Center Confidential Page 19 of 30 <br />Strategic Business Plan (v.1.0) 9/8/2011 <br />