Step 3. Create a public relations campaign for local media outlets as Public Service Announcements urging Austinites to "see one Austin band each month of 2008"

    Rationale:

   An immediate way to remedy the financial problem facing Austin's music community is to get audiences into music venues. The best way to get Austinites into live music venues is to make them aware that they are welcome and needed, and of the importance and ease of doing so. A simple campaign that features notable Austin musicians and personalities urging citizens to "see one band each month" will mobilize large numbers of Austinites to venture into live music venues. Even a small response (1% of Austinites) to this campaign would send tens of thousands of new audience members to venues over the course of the year.

   Since our organization is created for community betterment, and is not established to create a profiit, we enjoy the benefit of receiving free Public Service Announcement advertisements from local media outlets. These PSAs are required by the FCC and a certain amount of broadcast time must be dedicated to them by law. In print media, these PSAs are granted out of a sense of community responsibility.

   In addition to this community-based agenda, our organization will also be of great interest to media outlets because they will increase the broadcaster's community service profile and create future advertising revenue based on the effectiveness of the PSA campaign. With TYOAM Agenda Item #2 being implemented, the importance of a variety of advertising will help to create ad buying incentive for music-related businesses, furthering the benefit of airing these PSAs.

   Implementation:

   Using well-known Austin musicians, celebrities, and politicians, SAM will produce a series of television, radio, internet and print media PSAs.

   The message of these PSAs will point out (a) the depth and importance of Austin music; (b) the ease and availability of live Austin music; (c) the impact that the audience has on our local economy and quality of life.

   Our creative committee devised the following storyboard of the concept:

   ***We realize that our focus is to get attention for Austin musicians that Austinites may not already know, but we believe that featuring familiar Austinites is a better way to attract audiences out to meet our "up-and-comers"...

   For more information on our PSA Campaign, click here.

   Progress:

   The PSA Campaign has been shot, is currently being edited for our television, radio, internet, and print campaign. We have planned a Hollywood-style premiere party on Friday October 17th at One World Theatre.

   >>> Read the press release here

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