Digital Bridges Open House

This semester was a crazy ride in PR Campaigns. In addition to it being our last public relations class EVER, our "senioritis" was intensified drastically after we had to change our campaign three times.

Originally, we were assigned the "Digital Inclusion" campaign. We were to spread awareness about the distribution of 250 discounted wireless accounts for families with low to moderate income. After working on this project for nearly three months, however, my group was informed that the city had not approved the accounts yet, and we were to be given a different campaign to carry out in less than one month.

Our second campaign was to coordinate a ribbon cutting ceremony for Digital Bridges with the Milledgeville Baldwin County Chamber of Commerce. Sounds fun, right? Negative. After planning around President Leland's calendar, we were able to narrow when we could have the event down to two days... Both being less than three weeks away. We selected the date that was the farthest away (only a little over two weeks) and began planning the event. The next week, we were informed that the university did not want students planning the ribbon cutting ceremony with the chamber, so our campaign was changed AGAIN.

Our third and final campaign was to plan an open house for the foundation. Our goal was to spread awareness about Digital Bridges and what they had to offer to the Milledgeville community. Instead of targeting the low to moderate income families or local business owners, this time, our main focus was to target the Milledgeville community (residents and college students). Through various forms of promotions, our event had a total turnout of 384 people ranging from college students to senior citizens.

Following is a quick summary of our strategy:

Media
Traditional

• Radio: A PSA was written and distributed to the three main radio stations in the Milledgeville area. We chose FM radio stations WKZR, WVKX and WMGZ, because each of these stations targeted a different demographic.

o WKZR-FM, Country 102.3: Country radio
• Ran three times a day from April 14 to April 21.
• The PSA was also run the same amount for the same period of time on WKZR’s AM station.

o WVKX-FM, Love 103.7: Urban contemporary radio

o WMGZ-FM, Z97.7: Hot adult contemporary radio
• Aired on Z97 Community Calendar weekdays from April 13 to April 21 at 7:50 a.m. and 3:50 p.m.
• Listed on Z97 Community Calendar on website – z97.us
• Discussed on radio show “Weekends with Tori” on Saturday, April 17 and Sunday, April 18.

• Newspaper: A press release was written and distributed to the two major newspapers in Milledgeville.

o The Union Recorder: The newspaper is published five days each week. Circulation of approximately 7,416 copies.
• Published on April 21, 2010

o The Baldwin Bulletin: This newspaper runs once a week with a circulation of about 3,600.
• The Baldwin Bulletin was unable to run our press release due to lack of space available in the paper.

o The Colonnade: The Georgia College & State University student newspaper. Published every Friday. Circulation of
approximately 6,000 students.
• Published a review of the Digital Bridges Open House in their Friday, April 30 edition.

Social

• Digital Bridges’ Open House was promoted on the two major social networks used by college students.

o Facebook: An event was created on Facebook to notify students and other users of the Open House. It gave detailed information about the event and information about Digital Bridges, including the location and mission statement. There were 1,040 people invited with 89 confirmed guests. Messages were sent to the guest list informing them of the Twitter competition and reminders of the event.

o Twitter: Ten tweets were tweeted by Digital Bridges informing their followers of the event and Twitter competition. In addition, members of our group tweeted about the event and competition several times on our own Twitter accounts.

Non-Traditional

• To help get the word out about the event, 300 quarter-page flyers were distributed around campus. Group members passed out flyers directly, left several at the GCSU Bookstore, and placed them on the windshields of cars parked around campus.
• In addition, 15 11x17 inch flyers were distributed and hung at local businesses in Downtown Milledgeville, the GCSU Bookstore, and on bulletin boards scattered around campus.
• 100 table tents were placed on the tables in the GCSU Dining Hall.
Promotions
• Free food: At the open house, guests were able to enjoy free Dominos pizza, hot wings from Amici Italian Café, Edy’s Ice Cream with toppings, and lemonade.
• Jump drives: The first 100 guests received a free 1 GB jump drive courtesy of Digital Bridges. The jump drives were decorated with the Digital Bridges logo and tied with a ribbon. The ribbons had a letter attached giving the foundation’s website and gave gratitude to guests that came out to the event.
• Twitter contest: A Twitter contest began one week prior to the event. The competition stated: “Give one tweet explaining how Digital Bridges can improve your quality of life. Best answer wins a $25 iTunes Gift Card!” The winner, Sarah Applebury, picked up her prize at the event.
• Z97 live remote: The Z97 “prize patrol” van was parked in front of Digital Bridges for the entire duration of the event. A member of the Z-Crew was present and broadcasted live from the event.


The staff at Digital Bridges was extremely pleased with the turnout and the overall success of the event. Although it was extremely stressful at times, it was all worth it in the end!

NASCAR Corporate Social Responsibility

Since 1948, the National Association for Stock Car Auto Racing remains a family-owned and operated corporation dedicated to serving communities. Following closely behind football, NASCAR “is one of the most viewed professional sports in terms of television ratings in the United States” (Alderink). Races are held at 23 NASCAR stadiums across the United States that can hold up to 170,000 spectators – far more than any other sport in North America, and often enjoy sold out crowds. In fact, “17 of the top 20 most-attended sports or entertainment events in the world are NASCAR events” (Teal). To show their appreciation and dedication to its communities, NASCAR exhibits corporate social responsibility through three major projects, each with a unique purpose: The NASCAR Foundation, Drive for Diversity and The Green Initiative.

The NASCAR Foundation was founded in 2006. Its mission “is to support a wide range of charitable initiatives that reflect the core values of the entire NASCAR Family” (“The NASCAR Foundation Disclosure…”). The foundation partners with “fans, corporations, schools and organizations across the country” to put on special events that raise money “to help thousands of children live better lives” (“The NASCAR Foundation Annual…”). As of January 2009, the foundation had saved more than 35,000 lives through its National Blood and Marrow Drive, granted 275 NASCAR-themed wishes, sent more than 500 children to Victory Junction (a camp for children suffering with chronic medical conditions or serious illnesses), recruited more than 9,000 fans to become part of NASCAR’s volunteer network, and donated over 6.25 million dollars in donations and non-profit programming (“The NASCAR Foundation Annual…”). The foundation made this possible by putting on special events like the annual NASCAR Day, which alone “has raised nearly $8 million for charity” (“NASCAR Day…”).

Drive for Diversity is another NASCAR project that exhibits corporate social responsibility. It is “the industry’s leading development program for minority and female drivers and crew members” (“The Initiative”). Since it began in 2004, the program has enabled “31 drivers (to compete) under the Drive for Diversity banner, winning 34 races” (“The Initiative”). Crew Members have also been given the opportunity to compete in both the NASCAR Camping World Truck Series and NASCAR Nationwide Series. While being coached by current and former NASCAR drivers, Drive for Diversity drivers receive “extended evaluation and training… and are located in the nerve center of NASCAR with greater access to industry resources, technology, training, testing, and shop experience” (“Drive…”).

The third project being undertaken by NASCAR is its Green Initiative, “an ambitious five-year plan to significantly reduce the environmental footprint of NASCAR, while raising awareness of conservation among fans” (“NASCAR Announces…”). This initiative includes its recycling program, “which began one year ago in collaboration with Coca-Cola Recycling, and already is the largest in sports” (“NASCAR Sponsors…”). In 2009, the program recycled over 80 tons and 2.5 million containers, and expectations for the upcoming year are even higher after expanding to join forces with Office Depot, Coors Light and UPS (“NASCAR Gone Green”). Next year, the NASCAR industry is expanding its “bottle and can recycling from the grandstands, concourse, suites and garage to the campgrounds, while also including cardboard and ink cartridge recycling” (“NASCAR Sponsors…”).

The Green Initiative also includes the “NASCAR Green Clean Air” program. At each Cup Series race, NASCAR plants 10 new trees, which, in turn, reduces carbon emissions released by the 43 racecars throughout the race (“NASCAR Announces…”). Although only 11 of the tracks participated in its first year, all 23 NASCAR stadiums plan to partake in the program in 2010. “Over time, rolled out across all three national series, NASCAR and its partners will be planting approximately 20 acres of new trees each year” (“NASCAR Announces…”).

In addition to the recycling and “NASCAR Green Clean Air” programs, the corporation is also reducing its carbon footprint through the construction of solar farms to provide power to their air-conditioned suites rather than the traditional consumption of electric power. NASCAR is also “exploring the replacement of its carburetors with more efficient fuel injection (perhaps as early as 2011) and the use of alternative fuels in at least one of its national series” (Ryan). In addition, the official tire of NASCAR, Goodyear, “shreds and recycles nearly all the used stock car tires” (Giacomini).

NASCAR continues to remain dedicated to its more than 75 million fans (“NASCAR Demographics”) through the active carrying out of its three main projects: The NASCAR Foundation, Drive for Diversity and The Green Initiative. They continue to exhibit corporate social responsibility by raising money for various children’s causes, making aspiring drivers’ dreams come true, reducing their carbon footprint, and simply enriching the lives of NASCAR families. The corporation will continue to seek and develop new ways to carry on its tradition of being dedicated to its communities.

Works Cited

Alderink, Kiley. “All About NASCAR.” Shave Magazine. Web. 25 April 2010 http://www.shavemagazine.com/cars/090601.

“Drive For Diversity Introduces 2010 Driver Lineup.” NASCAR. 25 April 2010 http://hometracks.nascar.com/node/4336.

Giacomini, Dan. “NASCAR Getting on Track.” The Element Agency. 25 April 2010 http://www.mygreenelement.com/p=452.

“NASCAR Announces Tree Planting Program at Tracks.” NASCAR. 25 April 2010 http://www.nascar.com/2009/news/headlines/official/06/12/tree.planting.program/index.html.

“NASCAR Day to Highlight Community Service.” NASCAR. 25 April 2010
http://www.nascar.com/2010/news/headlines/official/03/10/foundation.NASCAR.day.community.projects/index.html.

“NASCAR Demographics.” Hlg Licensing. 25 April 2010 http://www.hlglicensing.com/nascar.htm.

“NASCAR Gone Green.” The Winkler Post. 25 April 2010
http://www.winklerpost.com/postnews/2010/wp20100415/wp20100415_sports2.php.

“NASCAR Sponsors Join Forces in Recycling Project.” NASCAR. 25 April 2010
http://www.nascar.com/2010/news/business/04/15/earth.day.recycling/index.html.

Ryan, Nate. “NASCAR, Rooted in Fossil Fuels, Turning Over New, Green Leaf.”
USA Today. 25 April 2010 http://www.usatoday.com/sports/motor/nascar/2009-10-28-green-cover_N.htm.

Teal, Kelly M. “On the Move- NASCAR’s Security Director Coordinates Consistent Program for Traveling Show.” Public Venue
Security. 25 April 2010 http://www.publicvenuesecurity.com/articles/411feat3.html.

“The Initiative.” Drive for Diversity. 25 April 2010 http://drivefordiversity.info/content/.

“The NASCAR Foundation Annual Report.” The NASCAR Foundation. 25 April 2010
http://foundation.nascar.com/NetCommunity/Document.Doc?id=135.

“The NASCAR Foundation Disclosure Statement.” The NASCAR Foundation. 25 April 2010
http://foundation.nascar.com/NetCommunity/Page.aspx?pid=638.

Parking at GCSU

In addition to being a public relations major, I am also working on my double concentration in telecommunications. For my Broadcast Production I class, we were assigned the task of creating a "Guerilla Video" about an issue that affected us directly.

A Guerilla Video is an "underground, counter-culture movement. It is not a documentary film, but takes on certain topics that documentaries would" (Steve Price).

Since I have received two parking tickets in the past month (simply for staying on campus doing schoolwork for too long), I decided to do my TV field project on the parking issue around campus here at Georgia College. Let me know what you think (keep in mind this was my first attempt at movie making).