PUBLIC RELATIONS MANAGEMENT PLAN - HOUSTON LIVESTOCK SHOW AND RODEO - Squarespace
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HOUSTON LIVESTOCK SHOW AND RODEO™
PUBLIC RELATIONS
2023
MANAGEMENT PLAN
PROPOSAL MOCKUP FOR COMM 6370 – PUBLIC RELATIONS MANAGEMENT
BY: JEREMY CA JINA-CLARKE, SOPHIA PAKRAVAN, KEYLEE PAZ AND DIANA REYES
EXECUTIVE STATEMENT Each night as the rodeo chutes close and the arena dirt settles, a state-of-the-art production takes place. The Houston Livestock Show and Rodeo prides itself in the promotion of western culture, values, and celebration of country music. One of the most noteworthy ways the rodeo achieves this is through its signature concerts. Throughout the show’s 80-plus years, entertainers such as Elvis Presley, Reba, and Taylor Swift have performed on the RODEOHOUSTON stage. In 2019, George Strait set a new all-time record with 80,108 attendees, not only breaking the record for the Rodeo but for any event held at NRG Stadium. Our group aims to break that record once again. Out by the carnival, another stage is set. The Stars Over Texas Stage has been home to many rising stars over the years. Here, young musicians of all backgrounds have the chance to take their first step toward stardom. We hope to help these young rock stars on their journey to success. Our team has created a high-quality public relations plan to promote both these events while maintaining positive relationships with its publics. The goals for this campaign are to increase awareness of the Rodeo Rockstar event and break the rodeo concert record. This document lays out in detail the campaign we have designed for the Houston Livestock Show and Rodeo. It is our hope that the plan contributes to the success of these two events and the culture the rodeo is dedicated to promoting.
TABLE OF CONTENTS
BACKGROUND INFORMATION 4
GOALS & MEASUREABLE OBJECTIVES 5
FORMATIVE RESEARCH PLAN 6
SWOT ANALYSIS: RODEO CONCERTS 7
SWOT ANALYSIS: RODEO ROCKSTAR 8
AUDIENCES FOR GOALS 9
MESSAGES FOR GOALS 11
STRATEGIES & TACTICS 12
MEDIA TO BE CONTACTED 16
CRISIS COMMUNICATION SUB-PLAN 17
ADDITONAL EVALUATION/MEASUREMENT 18
REFERENCES19
3
BACKGROUND INFORMATION
Mission Statement
The Houston Livestock Show and Rodeo promotes agriculture by hosting an annual, family-friendly experience that
educates and entertains the public, supports Texas youth, showcases Western heritage and provides year-round
educational support within the community.
History
Originally known as the Houston Fat Stock Show, the Houston Livestock Show and Rodeo (HLSR) has grown to
become the world’s largest charitable production of its kind. Thanks to the 44,000 members and 35,000 volunteers
the Houston Livestock Show and Rodeo is able to fulfill its mission as a non-profit. In its 80 year run, HLSR has
dedicated itself to honoring Western culture and supporting Texans. Since its beginning in 1932, the Rodeo has
committed more than $550 million and counting to Texas youth and education.
In 2019, George Strait broke the attendance record, with 80,108 fans in attendance.
Why Dolly Parton?
Our team chose Dolly Parton as the person who could break the record for a variety of reasons. First, she is considered
the ‘Queen of country music,’ yet she has only performed at the Houston Rodeo once, in 1978. It might finally be
time for her to come back. Secondly, her stardom transcends borders. Her music, philanthropy and successful
business career have made her beloved by fans of all backgrounds.
Third, Her last tour was in 2016, and at 76 years old, Dolly has said she likely will not be touring again. However, she
has said that she will still perform live. Getting to see her perform possibly for the last time at the Houston Rodeo
would be an incentive to draw in a large crowd of fans. Fourth, Dolly Parton has proven that she can draw a crowd.
In 2015, she performed at a festival and drew in a crowd of 180,000. Lastly, this would be a chance for the rodeo to
acknowledge a legend who has helped keep Western culture relevant for over 60 years.
4
GOALS & MEASUREABLE OBJECTIVES
Goal #1
BEATING THE CONCERT ATTENDANCE RECORD
OBJECTIVE: Secure at least 82K ticket sales for the Dolly Parton Concert.
» We chose this number because it is realistic for the venue size and for the crowd
size Dolly Parton can attract.
Goal #2
INCREASE BRAND AWARENESS FOR THE
RODEO ROCKSTAR EVENT AT THE STAR OVER
TEXAS STAGE
OBJECTIVE: Secure at least 8,000 attendees across the two final Rodeo Rockstar
rounds.
» We chose this number because the two final rounds take place on Tuesdays which
generally see smaller crowds. Using attendance numbers from the last five rodeos
(2021 excluded), the average attendance on Tuesdays was around 50,400. Considering
the ebb and flow of the rodeo crowd and the open nature of the venue, we decided
around 8% of the total average attendance is an achievable objective.
5
FORMATIVE RESEARCH PLAN
SITUATIONAL THEORY OF PUBLICS
In this context the Situational Theory of Publics is used to determine the influence of the ‘perceived shared experience’
and information seeking on the level of involvement. Consisting of two dependent and three independent variables,
these variables provide communicators with a framework for studying responses.
» Dependent Variables: information seeking and information processing
» Independent Variables: level of involvement, constraint recognition, and problem recognition.
We are looking to understand when our predetermined publics are more likely to communicate and why. This helps
us understand the market and strategize accordingly.
With our predetermined publics we would use a qualitative approach to conduct research, focus groups, their responses
would be used to establish and gain in-depth understanding of where the market stands and what they want.
ENVIRONMENTAL SCANNING & EVALUATION
To create the SWOT analysis and inform the strategies and tactics, the team used Reddit threads on several Hosuton
specific Reddit pages to determine what Texans thought of the rodeo. This information was used to create the SWOT
analysis and helped in the creation of the Strategies and Tactics.
Future Research
» Before any messages are sent out, our team would conduct 5 focus group sessions with members of the publics
we have chosen to target. Due to the nature of these publics, members are likely to fall within more than one of the
four we have specified in this document.
» These focus groups would be used to gain in-depth understanding of how these publics feel about the
campaign, the rodeo, and the Rodeo Rockstar event. We would show participants elements of the campaign
and gauge their thoughts and opinions through a series of questions. Examples of questions are as follows:
• What are some of the words that came to mind when you first saw this [campaign element]?
• What was your favorite rodeo concert? What is it about that concert that makes it your favorite?
• What were some things from your last rodeo experience that you feel could be improved in future rodeos?
• Before today, had you heard of Rodeo Rockstar?
» These focus groups could also be performed after the rodeo as part of our evaluation.
6
SWOT ANALYSIS: RODEO HOUSTON
CONCERTS (OVERALL)
S
» Strong brand awareness and recognition
• 80-year-old event, Largest indoor livestock show and rodeo in the world, Over 2
million attendees each year, Over 1 million concert attendees each year
» Wide variety of artists/genres; reasonably priced concert tickets ($25 for entry)
» Established year-long, positive relationship with the Houston communities
» Large, dedicated volunteer network
» Engaged employees/volunteers, has over 25 sponsors
» Owns branded social media pages with large followings
STRENGTHS » NRG capacity is 80,000
W
WEAKNESSES
»
»
»
»
»
Low social media engagement
Not a full concert set
Set-up leaves main act far away from the crowds and hard to see
Acoustics are not optimal
Parking (both upon arrival and leaving) is not optimal
O
OPPORTUNITIES
» Takes place around Spring Break
» Established relationships with schools and scholarship recipients
» There is a gap between events like FWSS and Fiesta San Antonio
T
» Bots/Scalpers buying concert tickets and reselling them at high prices
» Fort Worth Stock Show
» Fiesta San Antonio
» SXSW as it is held during the same time period
» Other concerts happening around that time
» Animal rights activists
» COVID-19
THREATS
7
SWOT ANALYSIS: RODEO ROCKSTAR
S
» Out in the open where visitors can pass by and see
» Large variety of artists and genres
» Established relationship with young musicians in Houston
» Access to the Rodeo volunteer network
» Has a sponsor
» Free (included with admission to the rodeo)
» Quality prizes for winners
STRENGTHS
W
» Low brand awareness/recognition
» No social media or owned media outlets
» Spread out over 4 events and 3 months
» No established mechanism for counting attendance
» Takes place right before the Rodeo concerts
» Happens in near the carnival
» No incentive for audience participation/attendance
WEAKNESSES
O
OPPORTUNITIES
»
»
»
»
Takes place around Spring Break
Established relationships with musicians in Houston
Few other established battle of the bands type competitions in Texas
Gives young, small artists a chance to gain a following, and platform
T
THREATS
» Other battle of the bands type shows in Texas
» The weather (rain/wind)
» Allowing minors to compete can cause legal issues
8
AUDIENCES FOR GOALS
Key Publics #1 Key Publics #2
TEXANS LOCAL MUSIC LOVERS
In line with the mission of HLSR, this includes This public includes people who are looking
Houstonians and citizens of other cities in Texas to support young, local musicians on their
who are likely to support the rodeo. This public professional journeys. This also includes people
is proud of its home state and the culture that who are looking to discover new musicians to
HLSR promotes. This also includes people who support. This also includes people who enjoy
are likely only in town for the rodeo and want to live music. This public is passionate about music
make the most of their experience. This public is and supporting young musicians from their
our top priority because its members are the main communities. Like HLSR, this public aims to
supporters of the rodeo and the public the rodeo is support Texas youths.
dedicated to serving.
Low Involvement Recognition: When it comes
High Involvement Recognition: Texans are to Rodeo Rockstar, involvement recognition
particularly aware of their involvement with the in this public is fairly low. Across the Houston
rodeo. Houstonians are especially aware as their music Reddit community and two Houston
city is home to HLSR. The rodeo has established music Facebook groups, Rodeo Rockstar was
itself as a major benefactor for Texans as it gives only mentioned once. Additionally, even if they
out millions to students and organizations and were aware, it is likely that they would be more
directly supports over 3,000 jobs as of 2022. interested in competing than attending.
Moderate Constraint Recognition: Constraints Constraint Recognition: This public is not aware
that Texans might recognize include money and of Rodeo Rockstar, so they do not recognize any
distance. Texas is big and the cost of traveling to constraints.
Houston plus food, games, and anything else they
might want to buy at the rodeo might deter them
from purchasing. As noted in the SWOT analysis,
parking is also a deterrent some Texans face.
9
AUDIENCES FOR GOALS
Key Publics #3 Key Publics #4
COUNTRY MUSIC FANS PEOPLE AT THE RODEO
In line with the mission of HLSR, this public This public includes people at the rodeo during
appreciates western culture and the music that concert/Rodeo Rockstar hours. This includes people
comes with it. This includes people from older at the end of the day who do not want to go home
generations (45+) who are more established yet and want to make the most of their experience.
financially, grew up listening to country music, and Members of this public also include people who
are likely to attend a country music concert. This are looking for entertainment while they rest or
also includes younger fans who enjoy live music in-between other rodeo attractions. Finally, this
and value experiences over objects. This public public also includes people who want to hear live
cares deeply about their families and values the music but do not want to pay for concert tickets.
simple-life, relatable messages country music This public is the least prioritized because it is likely
offers. that all they need is a nudge in the right direction
to change their behavior. It is therefore in the best
High Involvement Recognition: As far as the interest of the rodeo to prioritize the first three
rodeo goes, this public is aware that they are publics.
involved. The rodeo is the largest event of its kind,
and it’s concerts draw in hundreds of thousands of High Involvement Recognition: This public is
country music fans each year very aware of its involvement with the rodeo and
the concert. Members of this public who are at the
Moderate Constraint Recognition: Tickets for rodeo during Rodeo Rockstar might also be aware
rodeo concerts go quick, and many are not willing of their involvement with this event.
to buy at a higher price from resellers. Additionally,
exiting the parking lot was a deterrent pointed out High Constraint Recognition: One constraint
in some Reddit communities. this public might recognize is that tickets might be
sold out and therefore there is no point in trying to
attend. They might also be tired from being at the
rodeo all day and wish to go home.
10MESSAGES FOR GOALS
KEY PUBLIC #1
Houston
» Let’s come together to support the things us Houstonians love most – Music, Fun and Entertainment.
General
» From the iconic Rodeo Carnival to our RODEO HOUSTON stage hosting over 20 performances, there is
definitely something here for all.
» Don’t miss what could be your last chance to see Dolly Parton live at the rodeo.
KEY PUBLIC #2
Local Music Scene Fans
» Support the local music scene and party with rockstars.
» Come hear the new sounds of Texas.
General
» Support the local scene and support your fellow rockstars.
KEY PUBLIC #3
Older Country Music Fans
» Come relive the glory days as country singer Dolly Parton makes a momentous return to RODEO HOUSTON.
Younger Country Music Fans
» The Queen of Country, Dolly Parton, is coming to RODEO HOUSTON to show our beautiful city a little love.
» Come show the world that country music is still alive in the new generation.
(General) Houston Music Scene
» Come down to NRG Stadium to catch the one-and-only Dolly Parton.
» Don’t miss what could be your last chance to see Dolly Parton live at the rodeo.
KEY PUBLIC #4
Dolly Parton
» Make the most of your rodeo experience and see Dolly Parton live.
Rodeo Rockstar
» If you need to kill some time before heading to the carnival or one of the main stage performances head
over to the Stars Over Texas Stage and listen to music by future rockstars.
11STRATEGIES & TACTICS
KEY PUBLIC #1: TEXANS
Strategy #1: Practice CSR and partner with Texas schools and youth organizations to support Texas
youth and educational institutions while also promoting the concert and Rodeo Rockstar to Texans.
Tactic #1: Tactic #2:
Sponsor hoedowns for 20 schools across Texas and Set up tables at educational programs with ties to
give coupon codes to attendees. (Possibly have Dolly HLSR with promotional materials for the concert and
Parton attend one school’s event) Rodeo Rockstar (flyers/pamphlets/coupons, etc.)
Tactic #3: Tactic #4:
Create a short promotional video for Rodeo Rockstar to Have a few Rodeo Rockstar finalists perform at youth
disseminate to schools and youth organizations. Suggest organizations after school.
videos be played in classrooms, during lunch, on hallway
monitors, or other places with high foot traffic.
Strategy #2: Promote the concert and Rodeo Rockstar through Texan media outlets.
Tactic #1: Tactic #2:
Get Rodeo Rockstar finalists and Dolly Parton Arrange “Dolly Hours” where radio shows play Dolly
interviews on local news stations and radio shows. Parton’s music as the concert approaches.
Arrange giveaways for these radio shows.
Tactic #3: Tactic #4:
Pitch success stories of Rodeo Rockstar finalists to Get Dolly Parton’s concert featured in Texas Monthly
Texas journalists. magazine or other similar magazines.
Outputs: We will monitor video views, number of hoedown attendees, number of interviews/stories,
EVALUATION
their total listeners/viewers/readers, number of minutes her music is played on radio stations, and
social media impressions.
Outtakes: We will send out follow-up surveys to hoedown attendees, monitor social media activity
to see how people talk about the media stories, and use SEO to see who is buying tickets and from
where.
Outcomes: We will monitor ticket sales after events since that is our desired behavior change. We will
also monitor how many people vote in the public voting round of rodeo rockstar.
12KEY PUBLIC #2: LOCAL MUSIC LOVERS
Strategy #1: Raise awareness of Rodeo Rockstar and support ticket sales by partnering with local
music-centered businesses and organizations.
Tactic #1: Tactic #2:
Create collateral (flyers/pamphlets/coupons) for Create partnerships with at least 5 local music
music organizations to distribute to their clientele stores. Create a limited edition rodeo version album
repackaging of Dolly Parton’s music, and have it be sold
exclusively at partnered stores. Offer ticket discounts
with purchase.
Strategy #2: Practice CSR and Promote Rodeo Rockstar by sponsoring music-centered events for local
music lovers.
Tactic #1: Tactic #2:
Host at least 2 music workshopping/socializing Have a few Rodeo Rockstar finalists perform at
events at NRG for young musicians and music lovers. sponsored open mic nights and music stores in
Enter attendees in a giveaway for free rodeo tickets. Houston.
Highlight Rodeo Rockstar during these events.
Strategy #3: Promote the HLSR concert and Rodeo Rockstar through HLSR social media platforms.
Tactic #1: Tactic #2: Tactic #3:
Join Houston music Facebook Create at least 8 Instagram Create Instagram and Twitter post
groups and post at least once posts over two months templates for Rodeo Rockstar
a week about the concert. Also, promoting the concert and participants to post on their social
respond and interact with other at least 5 Instagram posts for media.
members of these groups to Rodeo Rockstar. Use hashtags
facilitate trust and a two-way related to the Houston music
relationship scene. (e.g. #houstonmusic,
#houstonmusicscene).
EVALUATION
Outputs: We will monitor the number of sales, number of workshop/open mic/performance
attendees, and social media impressions.
Outtakes: We will send out follow-up surveys to attendees, monitor social media activity to see how
people talk about the album/concert/Rodeo Rockstar, and use SEO to see who is buying tickets and
from where.
Outcomes: We will monitor ticket sales after events since that is our desired behavior change. We will
also monitor how many people vote in the public voting round of rodeo rockstar.
13KEY PUBLIC #3: COUNTRY MUSIC FANS
Strategy #1: Reach out to Western/country-branded businesses and organizations to spread
awareness about HLSR concerts and drive ticket sales.
Tactic #1: Tactic #2: Tactic #3:
Create collateral (flyers/ Get interviews for Dolly Parton on Influencer gifting- send HLSR
pamphlets/coupons) for country music podcasts and radio gift boxes to country/Western
organizations to distribute to their stations. Arrange giveaways for branded social media influencers
clientele. these radio shows. to post about Rodeo Rockstar and
the Dolly Parton concert (unpaid
partnership).
Strategy 2: Promote the concert through HLSR’s owned media
Tactic #1: Tactic #2: Tactic #3:
Create social 3 social media posts Create 2 free tickets giveaways Have Dolly Parton do a social
(Instagram/Facebook/Twitter) for that followers can enter by media takeover for a day.
HLSR teasing an artist reveal at sharing the post (one onDolly
least three months ahead of the Parton’s pages and one on HLSR’s
concert. pages).
EVALUATION
Outputs: We will monitor social media impressions, the number of interviews, and number of posts
made about the rodeo by influencers.
Outtakes: We will send out follow-up surveys to attendees, monitor social media activity to see how
people talk about the album/concert/Rodeo Rockstar, and use SEO to see who is buying tickets and
from where.
Outcomes: We will monitor ticket sales after events since that is our desired behavior change. We will
also monitor how many people vote in the public voting round of rodeo rockstar.
14KEY PUBLIC #1: TEXANS
Strategy #1: Promote Rodeo Rockstar through collateral and volunteers.
Tactic #1: Tactic #2:
Create flyers and posters that can be hung around Create a small flyer that can be handed out at the
the venue with the time and location of Rodeo Rodeo entrance.
Rockstar events
Tactic #3: Tactic #4:
Create a sign and short 30-second speech template for Create Rodeo Rockstar merch that volunteers can
committee heads to share during volunteer training/ wear while working and walking around the venues.
events that promotes Rodeo Rockstar, instruct volunteers
to try and steer attendees in the direction of the stage.
Tactic #5:
Create a short announcement that can be shared over the speakers at the rodeo announcing the start of
Rodeo Rockstar.
Strategy #2: Promote Dolly Parton concert through collateral and volunteers.
Tactic #1: Tactic #2:
Create flyers and posters that can be hung around Offer a discount to people who attend other HLSR
the venue with the time and location of the Dolly concerts to incentivize them to come back for the
Parton concert. Dolly Parton concert.
Tactic #3: Tactic #4:
Create a short speech template for volunteer Create a short announcement that can be shared
committee heads to share during volunteer training over the speakers at the rodeo announcing that
to instruct volunteers to inform rodeo attendees that tickets can still be bought on-site (subject to
tickets for the concert can be purchased on-site. availability).
EVALUATION
Outputs: We will count the number of pamphlets handed out at the gates, and how many times the
announcements are made
Outtakes: We will send out follow-up surveys to attendees, monitor social media activity to see how
people talk about the concert, and use SEO to see who is buying tickets and from where.
Outcomes: We will monitor last minute ticket sales and the total number of attendees after the
concert since that is our desired behavior change. We will also monitor the approximate number of
attendees during Rodeo Rockstar.
15MEDIA TO BE CONTACTED
Country Radio Stations & Podcasts: 100.3 The Bull, 92.9 The New Country, 99.7 Best Country Ever
(Montgomery), Country Legends 97.1 (Galveston), Country-Based Podcasts
100.3 the Bull and 92.9 The New Country are the most popular country radio stations in Houston, and are always in
attendance at all Houston Rodeo events. There are also a few radio stations outside of the Houston area, such as
the 99.7 Best Country Ever in Montgomery and Country Legends 97.1 in Galveston that could potentially cover these
stories.
Contacting the radio stations in Houston would be a great way to promote the concert by getting the finalists
and Dolly Parton prime-time interviews. By contacting the radio stations, we can also coordinate ticket giveaways,
especially if the show is deemed “sold-out.” People can tune in to the shows to win tickets. The stations can also play
Dolly Parton tracks and announce that she is making her way down to the Houston Rodeo and emphasize that it’s
the first time since 1978 encouraging people to attend.
There are also various national country-based podcasts that can be used to get coverage of the events. Some
podcasts like Get Real with Caroline Hobby, Granger Smith Podcast, My Good Ole Country, and The Country Junkies
Podcast have high listener counts and a large following, so it would be beneficial for the show hosts to read out an
advertisement for the performances.
Houston Journals: Preview at the Houston Chronicle; Houstonia Magazine, Houston Press,
Paper City Magazine
Houston Journals take priority when it comes to doing press and covering the shows at the Houston Rodeo. Some
of the top entertainment journals include the Houston Chronicle, Houstonia, and Houston Press.
We could pitch these as human interest stories. These journals could write articles about the show in exchange for
exclusive interviews. Articles could emphasize the importance of Dolly Parton’s impact on Western culture by writing
about how she’s made waves in the country music scene and hype up her show.
Houston or Texas Music Publications: Space City Frequency, HTX Vox, Music Why Not, Off
Record Blog
Smaller publications focus more on the local acts performing around the city, which is why it would be a great step
for the local bands to perform. It increases their promotion and gets their name out there, raising the chances of
getting more people to attend Rodeo Rockstar. The local music publications can photograph the bands and write
show reviews as well as potentially interviewing the bands) before they perform.
Houston News Channels: KHOU, KTRK, and FOX 26
Getting journalists to write stories about these events would help increase visibility for both the Dolly Parton concert
and the Rodeo Rockstars event. Getting the finalists and Dolly Parton on the actual channels would be an even
better way of increasing awareness about the events. KHOU and other channels have covered the rodeo in the past,
and Dolly Parton is a huge name, so getting her an interview would likely be fairly easy.
Social Media Influencers
By sending gifts to social media influencers, the rodeo might get free promotion for the concert and Rodeo
Rockstar. There is no guarantee that they will make a video about the gifts, but if they do it would add to the
rodeo’s credibility since they were under no obligation to make content. For TikTok, influencers such as @ccaitlynn,
@dawsonspoonley and @tylernolan could create short reels about Dolly Parton and how she will be appearing
at the Rodeo for the first time in 44 years. For instagram, users like @sarahspangler, @emilyjoymusic and @
tylerhalverwho could create promotional posts about the Houston Rodeo regarding the Dolly Parton show and the
Stars Over Texas Stage performances.
16CRISIS COMMUNICATION SUB-PLAN
SPOKESPERSON: CHRIS BOLEMAN
Houston Livestock Show and Rodeo CEO
Emergency Dark Site Social Media Response
This is pre-Built website that will only go live if a crisis Responding via social media provides real time updates
arises. This would let us immediately address and and gives us some control of the story. In the event of a
communicate about the crisis with clarity and help crisis, we will send out updates primarily onTwitter since
control the narrative. It also helps the rodeo maintain it is especially equipped for real time response.
transparency and will provide an official place to go for
information and updates about a crisis. » Multiple Social Media responses ready to post
• Ex. Tweet: The rodeo is aware of [situation]. Safety
Examples of a crisis: Active shooting, Fire, Flooding, is our top priority and we are doing everything
Power Outage we can to ensure the safety of all our patrons. For
» What to Include in the dark site more information or any questions please contact
us at [link to dark site].
• A pop-up that briefly describes the situation and
provides next steps » Emergency situation (violence/outbreaks/active
shooter)
• Ex/template: On [date/time] the rodeo became
aware of [situation]. Please remain calm and head • Event Closure or Cancellation (example below)
towards the nearest exit. If you are hurt, there is on • Artist Cancelation (artist backs out, gets sick, etc.)
site emergency first aid waiting to help you at the • Artist backlash (Artist gets involved in scandal,
exits. Safety is the rodeo’s top priority. If you have says something
any questions or need more information please
contact us at [contact information]. • Event/stage failures such as microphone goes out
or cameras go out
» Phone numbers:
• Stadium issues such as lighting or speakers
• Staff security and on-site police officers
• On-site emergency first aid
• Public/media relations departments
• Main office
• Legal Department
» Emails:
• Public/media relations departments
• Main office
• The CEO
• Legal Department
» Locations of:
“In the interest of public health, the City of Houston
• Entrances and Exits and the Houston Health Department have ordered
• Event spaces the Houston Livestock Show and Rodeo™ to close.
• Stage Entrances/Exits The grounds will close at 4 pm More info >> http://
• First Aid tents rodeohouston.com/2020”
– Rodeo example of emergency response to COVID-19
17ADDITONAL EVALUATION/
MEASUREMENT
After the events, we will conduct an evaluation for the next two weeks.
During these two weeks we will monitor several elements to measure
how successful the campaign was and what could have been improved.
Since there is no formal way of monitoring how many people attend
Rodeo Rockstar, the team proposes a way of online tracking with an
incentive:
» We will create two QR codes that can be hung on fliers or posters
around the stage—one for the semifinal round and one for the final
round. Audience members scan these codes to sign up for a raffel
for a few different incentives (free tickets, small cash prize, etc.). To
incentivize audience members at the semifinal round to come back,
they will be informed that if they return for the final round and sign in
using the same email, their name will be entered into the raffel twice.
» Additionally, a short survey will follow that asks about their experience
at Rodeo Rockstar.
What We Will Monitor
» Outputs – Monitor Social Media activity:
• Tags and Mentions on Twitter, Instagram, Snapchat, Facebook, Tik Tok, Facebook
• We will create unique hashtags (e.g. #RodeoRockstar2024) and hang fliers around the area encouraging
audience members to share their experience on their socials. We will track the use of these hastae during the
event. We will offer a free ticket to the Dolly Parton concert to a few people who use the hashtag during the
event as an incentive.
• Other metrics such as Likes, Retweets, etc., on concert and Rodeo Rockstar and Dolly Parton related posts.
» Outtakes: Follow up survey
• (Dolly Concert) Via email/text message/QR code at the end of shows.
• (Rodeo Rockstar) Have survey be announced before, during, and after the event.
• These surveys will ask about their exipeirnece, how they heard about the events, and what they think could be
improved.
» Provide incentive for attendees to complete survey:
• Giveaway tickets to next show
• Merch
• Discounted tickets/memberships
» Outcomes
• Aside from monitoring ticket sales and attendance, the main goal for this phase of evaluation is to speak to
people who were there. We would send out invitations to participate in focus groups to learn more about how
people learned about the events and how they felt about the messaging surrounding them. The information
collected during this phase will inform future public relations plans and help make future rodeos the best
they can be.
18REFERENCES
(2014). Is the Houston Rodeo the most bland, sterilized concert experience in america? [Online forum post]. Reddit.
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20HOUSTON LIVESTOCK SHOW AND RODEO™
rodeohouston.com
21Houston Livestock Show & Rodeo
DURATION Decemeber Week 2 Decemeber Week 3 Decemeber Week 4 January Week 1 January Week 2 January Week 3 January Week 4
TASK NAME START DATE END DATE
(WORK DAYS) M T W Th F M T W Th F M T W Th F M T W Th F M T W Th F M T W Th F M T W Th F
Approvals/Content Creation/RR finals
Create Physical Collateral (e.g flyers) 12/12/2022 12/23/2022 14
Create RR merch 12/23/2023 12/27 3
Create limited edition Dolly album
package 12/27/2022 1/2/2023 5
Create digital collateral (e.g. insta posts) 12/12/2022 12/16/2022 5
Create/update darksite 1/9/2023 1/13/2023 5
Final approvals of collateral 12/19/2022 2/3/2023 5
Social Media
Tease Dolly parton on socials 12/19/2022 12/20/2022 3
Dolly Social Media Giveaway 12/22/2022 12/21/2022 1
Join facebook groups 12/22/2022 12/21/2022 1
Promotional Posts (at least once a week) 1/3/2023 3/19/2023 13
Outreach and Partnerships
Contact magazines and news papers for
RR and Dolly 12/21/2022 2/10/2023 10
Reach out to radio, podcasts, and tv news
outlets 12/21/2022 2/10/2023 10
Reach out to western orgs. about
partnership
12/27/2022 12/30/2022 4
Contact HSLR affiliated organizations for
tabling 1/3/2023 1/5/2023 3
Reach out to local music stores about
partnership 1/3/2023 1/9/2023 5
Finalize schools for sponsored hoedowns 1/16/2023 1/18/23 3
Contact event spaces for open mic nights
and music workshops 2/6/2023 2/8/2023 3
Deliveries
Deliver training materials to committee
heads 12/27/2022 12/27/2022 1
Disseminate deliverables to partnered
organizations
to partnered organizations 1/9/2023 1/13/2023 5
Disseminate deliverables to partnered
organizations
to music stores 1/30/2023 2/1/2023 3
Send out influencer gifts 2/6/2023 2/10/2023 5
Events
Interviews, TV appearances, & p
[erformances 1/18/2023 3/17/2023 20
RR Public Voting 1/19/2023 2/2/2023 12
School hoedowns 2/20/2023 2/24/2023 5
Open Mic nights/music workshops 2/27/2023 3/3/2023 5
RR semifinals/Finals 3/7/2023 3/14/2023 2
Dolly Concert 3/19/2023 3/19/2023 1
Evaluation (ongoing throughout the
process, but for after the rodeo) 3/20/2023 4/7/2023 10February Week 1 February Week 2 February Week 3 February Week 4 March Week 1 March Week 2 March Week 3 March Week 4 April Week 1 M T W Th F M T W Th F M T W Th F M T W Th F M T W Th F M T W Th F M T W Th F Su M T W Th F
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