By: Fila’Sha Finley
Have you ever wondered how The Hunger Games became so successful? The Public Relations Director has your answers!
Executive Summary:
The first annual Hunger Games will be implemented in Panem in a couple months and I am one of the reasons that the Hunger Games will be so successful. My name is Fila’Sha and I am the Public Relations Director for the newly invented Hunger Games. I am going to give you all the inside scoop on what it takes to make a nationwide event. Now, some of you may be thinking how dare you help make these barbaric games successful? Let’s start off with the rationale behind The Hunger Games. The Capitol started the games to quell the rebellions in the districts and to bring everyone together in the spirit of national pride. The games, with their lottery system selection of tributes (contestants) and the competition to outwit other districts to win the games and bring glory to a district, are necessary in order to keep the peace among the districts. There is lot to get done in terms of coordinating and planning that comes with executing the perfect Hunger Games.
In order to make the Games successful we have a target for every district and the citizens in The Capitol.
With a budget of $2,000,000, we plan to target this audience through innovative social media campaigns, interactive announcements, and community engagement. The Capitol will love these games because they are a form of entertainment that will also promote the greater good of maintaining order among the districts.
Our current social campaigns focus on showcasing the residents of The Capitol the different locations where the Games will be held. For example, there are rainforests, as well as other tropical and desert simulations. We will play up the exoticness of these locations and the way they will disorient the district tributes, thereby adding to the stakes and excitement of the Games. We will also use social media to promote our event that is mentioned below. T.V. and radio campaigns are at the core of our publicity game plan; these campaigns will reflect the goals of The Capitol.
Because of the large geographic target, T.V. ads will be the best way to reach our audience. We will send out mailers as well to make sure people have a physical copy of our plan and what we want to implement. The mailer will include information on what The Hunger Games are and the rules of the Games.
Situation Analysis:
The Capitol needs to support the ideas of The Hunger Games before we can implement them to the districts. We will be persuading the residents of The Capitol that supporting the games is in their best interests.
Statement of Purpose:
To implement the Games and ensure there is a victor.
Target Audience: The Capitol
The Plan: Convince citizens of The Capitol that the Games are necessary and entertaining.
Goal: To advertise the new way to keep peace called, “The Hunger Games”.
Objective One: To promote viewership for The Games.
Strategy One: Launch a “Hunger Games” commercial campaign.
Tactic One: Target Capitol households with ads.
Description: 30 second advertisements
Deadline: Rolling (10 commercials a day)
Budget: $525,000
Evaluation: Monitor profile insights/analytics.
Strategy Two: Increase targeting with print ads.
Tactic One: Send mailers to The Capitol residents.
Description: Distribute mailers through Panem’s post office.
Deadline: Rolling
Budget: $450,000
Evaluation: Include unique URL to measure response.
Tactic Two: Run radio spots during prime time.
Description: Air on local radio stations, focusing on those targeting young teens.
Deadline: Rolling
Budget: $400,000
Evaluation: Measure an influx of website visits from targeted area at time of airing.
Timetable:
| Tactic | Deadline |
| Air commercials during daytime television shows | Feb. 15, 2145 |
| Send mailers to The Villages | March 15, 2145 |
| Run radio spots during prime time | May 15, 2145 |
Budget:
| Tactic | Budget |
| Mailers to the CapitolCreatives to make mailers Postage | $445,000 |
| Air commercials during daytime televisionProductionDistribution | $525,000 |
| Radio spots during prime timeProductionDistribution | $400,000 |
| Total Budget | $1.4 M |
Challenges:
- Districts
- Support from residents
Additional Benefits:
- Peace in Panem
- Entertainment
- No more wars
We will direct a wide variety of advertisements at the Capitol in a four-month span. This will get the residents excited for the first ever Hunger Games to take place in Panem. Through the T.V. advertisements, radio segments, and mailers we should be able to gain the audiences’ interest in the games, and particularly in the competition it promotes among the districts. The tagline for the campaign plays on the element of change in the Game’s tribute lottery system, proclaiming, “May the odds be ever in your favor.” This line will be central to both the T.V. and mailer ads. I hope this campaign gives you an idea of how the games will be promoted and what it takes to implement a successful campaign.