Thornburg Mosaic: Media Kit Sample

This sample reflects a real world project for college course work. The owner of the Chocolate Festival of Texas allowed me to build this Media Plan and Kit.

Purpose Media Plan

Per our meeting on April 7, 2013, the media kit to be created will be for the purpose of gaining the Chocolate Festival of Texas wider state media attention, specifically, reviews to promote the festival as an established credible part of the Texas food scene. My first efforts will be to research who the top food reviewers with a specific interest in chocolate or wine and beer events. I will also need to identify publications and/or writers that could be good reviewer candidates for your event.

Objectives for the Media Kit

Promote the Chocolate and Wine Festival
Place pertinent, eye catching information into the hands of media outlets and state food critics and reviewers.

Target Publics

Food reviewers based in Texas and their publications
Statewide publications (both print and internet based) which have food pages and do reviews of events, chocolate or wine.
Participating vendors who can generate pre and post event media coverage for you

Tactics

Possible tactics for the use of the media kit:

Put it in the hands of your vendors to help promote their participation in your event and to pre-promote the Chocolate and Wine Festival in conjunction with other events they are part of. One News Release would be an example of such a promotion effort.
Promote your event through feature articles with story hooks tailored to the publication they will be presented to. Example: Texas Highways Magazine wants travel articles.
Set up weekly or monthly submissions of chocolate recipes with photos to the targeted publics in the name of the Chocolate Festival of Texas. These could be timed to lead up to the opening of the festival.
Video Releases – Per our conversation, this is an excellent way to get your information out to local news stations. I am very happy you found a professional source for such video production locally. They will be a very useful tool for you.

Contents

A Cover Letter
Table of Contents
Backgrounder
Media List
Calendar of Related Event Promotion Opportunities
Fact Sheet
News Releases
Feature stories
The promotion card you gave me
Radio Spot Script
Picture Gallery Sheet
Brochure or other promotional publication
One Media tasting ticket for both chocolate and wine to track who actually came to the event and whether they wrote any promotional articles or reviews.

Obstacles

A possible obstacle is timely information. Do we have reviews made by smaller media venues that could be used to gain attention in a media kit since your move to Borne Texas? Recent interest, photos and reviews will prove more useful than information from 2007 and 2008.

My main obstacle is my own lack of knowledge of this event as you have grown it since our aquaintance. I will need your input and regular approvals as I attempt to produce a credible voice for news releases and feature stories.

Evaluation Plan

Evaluating the success of the media kit as a tool for future use will require research and close scrutiny of the publications targeted after the festival is over. The main question to be answered would be did media exposure increase? This is a matter of perception and comparison to prior efforts.

Were efforts to get promotional stories into the media before the event successful?
Did vendors have any success promoting the festival using the media kit?
Were there more media visitors to the festival this year than in 2012?
Were there previews and/or reviews of the festival published by the targeted publics?

I look forward to creating this new product to promote your event. I have great hopes that this media kit adds a useful tool to your promotional efforts into the future.