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Strategic Planning

Creating the essential messaging tools that define and strengthen a brand.

Blueprint

PR Plans

PR plans Anchor

 

 

 

 

​2023 Public Relations Plan

 Goals

  • Further establish The Depot Craft Brewery and Distillery as a leader in unique, locally sourced food, craft beers and distilled spirits. A gathering space for servals intimate celebrations that is vibrant and full of historical influence.

  • Leading up to each event, secure interviews with local reporters and journalists.

  • Provide PR assistance if additional functions occur.

 

Objectives

public relations

  • Create press releases and media advisories to introduce each new event for secured media coverage.

  • Update all community calendars for each event throughout the year.

media relations

  • Pitch local media for separate stories around different upcoming events, i.e., Kentucky Derby, Oktoberfest, Annual NYE Party, etc.

  • Public Service Announcements with area radio stations.

  • Secure live shots for upcoming shows and events, as necessary and appropriate.

  • Coordinate interviews and provide talking points if needed.

 

Timeline

  • April

    • 2023 San Francisco World Spirits Competition

      • Send out a press release announcing win to local media/regional media.

      • Set up interviews to display winning products.

  • May

    • Kentucky Derby Party – May 6

      • Host a media tour with TV and radio stations to discuss the event and showcase some delicious event cocktails.

      • Hold private tasting for food, drink, and city life reporter of the RGJ, Evan Haddad.

  • October

    • Oktoberfest – (TBD)

      • Host a lunch event with media and community leaders to debut the food and drink menu.

  • December 

    • New Year’s Eve Party (Theme TBD) – December 31

      • Set up a media tour with TV and radio stations announcing the theme and event cocktail.

      • Coordinate with The Depot’s social media team to announce the giveaway of a pair of event tickets.

The Depot

 

 

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Public Relations &  Marketing Plan

2024 – 2025

​

GOAL

Launch “Hearts of Gold, Veins of Silver, Lodes of Fun” campaign for the 2024-2025 year to tell a full circle story about Virginia City, its history and its people.

 

STRATEGY

Leverage the new marketing campaign and the special events, which traditionally bring people to town, to promote the city. This will ensure that Virginia City will be well visited year round without running on the success of events alone.

 

KEY FOCUSES

  • Families

  • Regional locals

  • Tourists from targeted feeder markets

  • Community engagement and partnerships

MESSAGES
 

IDEAS AND TACTICS

Ongoing Efforts

Constantly provide promotion for ongoing special events and monthly town recaps.

  • Regularly update community calendars for special events

  • Press releases to announce special events and initiatives

  • Regular media outreach to ensure constant coverage of events

  • Maintain relationships (pitching) with local / regional media for use of VC events and general awareness.

  • Incorporate VC into opportunities from groups such as RSCVA, RTT and Travel Nevada.

  • Newsletters and e-blasts for news and events as needed

  • Regular posts on social media platforms based on content calendar

 

Media Familiarization Tours

  • Local media

    • Encourage local media to venture to and discover Virginia City

    • Host, where applicable, local media during events

 

  • Regional and national media

    • Host targeted, regional and national media to stay in and explore Virginia City.

    • Work in collaboration with other travel authorities to offset costs

    • Target a set number of influencers each quarter to tell the Virginia City story

 

Community Partnerships

  • Build partnerships with pertinent community groups to increase brand and event awareness. Groups can include:

    • YELP!

    • Northern Nevada Moms

    • Reno Dads

    • Washoe County / Lyon County / Carson City School Districts

 

EVENT PROMOTION

  • Devil Made Me Do It

  • Rocky Mountain Oyster Fry

  • Father-Daughter Day & Dance

  • Chili on the Comstock

  • Fourth of July

  • Heritage Civil War Days

  • Camel & Ostrich Races

    • Pitch and secure coverage for the event

    •  

  • Outhouse Races

    • Pitch and secure coverage for the event on ESPN’s The Ocho or similar show to increase event recognition.

    • Work with local media to enter media teams to compete in the races to secure bragging rights.

  • Hauntober

    • Create haunted media kits for national top-tier media with .375L of Cemetery Gin, Ghost Adventures swag, mini headstones and a View-finer decorated as ghost catching equipment. The finder would be preloaded with haunted images of Virginia City.

    • Kit would include a Hauntober press release and haunted facts.

    • Kits would be distributed no later than July 2025 for national media inclusion

  • Christmas on the Comstock

    • Create a Virginia City Christmas ornament that can be sent to national top-tier media

 

VIRGINIA CITY PROMOTION

Summer Starts Here - May - August

Capitalize on the ‘slower’ summer months with a ‘summer starts here’ initiative. This would focus on getting out to explore, highlighting our merchants and historical attractions. This could include a monthly summer itinerary featuring the special events, historical attractions, restaurants and places to stay in town. 

 

Comstock Discovery Days - June 13 - 15

Utilize the Comstock discovery moment to curate events around town that celebrate Virginia City’s history, grit and longevity. Event should span the weekend. Events could include:

  • Historic / architectural tour of town, showcasing town’s history

  • Tour’s of Piper’s, Fourth Ward and St. Mary’s in the Mountains as some of the town’s oldest standing buildings

  • Tours and hands-on activities at the Territorial Enterprise

  • Chollar Mine Tour specials

  • Comstock Lode Lager from Union Brewery (or beer of their choosing)

  • Historic ghost tours at the Washoe Club and Mackay Mansion

  • Off road adventures highlighting the ‘off the beaten path’ historic markers

 

School District Poster Contest

Working with regional school districts, launch a poster contest to celebrate both the Comstock and well-known Virginia City events. Poster winners would be featured around town at prominent locations to promote community engagement. Encourage winners to ‘find’ and take a picture with their poster in town to receive complimentary fudge at Grandma’s Fudge. Poster ideas could include:

  • Comstock Central - Then & Now

  • Came for the Camels - Camel Races

  • Share your Virginia City - Favorite parts of VC

Virginia City Tourism Commission

Event Plans

Event Plans Anchor

 

 

 

 

2025 PUBLIC RELATIONS PLAN 

Sept. 5-7

 

SITUATIONAL ANALYSIS

Now entering its 66th year, the International Camel & Ostrich Races is a hallmark of Virginia City’s event calendar has consistently sold out, particularly on Saturday, promoting a focus on driving ticket sales for Friday, Camel Hump and Sunday’s family days. 

 

GOALS

  • Drive earlier ticket sales, especially Friday’s “Locals Nights,” and position as a can’t miss community-focused kickoff

  • Encourage media storytelling over traditional ticket pushes

  • Secure high-value media coverage through experiential, behind-the-scenes opportunities

  • Increase community participation through business partnerships and media integrations

 

TACTICS

Press Releases & Media Advisories

  • Distribute newsworthy press releases and media advisories for event announcements

    • General overview of the weekend, activities in VC, “what’s new this year” and feature Friday Night, Avoid the traffic and enjoy hassle-free camel racing on the V&T Railway. 

    • Event Week: Media advisories encouraging cameras to cover the the animals arrival on Tuesday, the Camel Hump on C Street on Saturday and media rides during the event

 

Media Relations

  • Invite media to VC throughout the week to cover behind-the-scenes access, what to expect, meet the animals 

    • Live shot opportunities: 

      • Animal arrival 

      • Friday a.m. at the arena for Hot Camel Nights 

      • Friday/Saturday weather 

  • Pitch Camel-specific in-studio segments with Todd

  • Ticket giveaways on local radio stations (Friday / Sunday)

  • Use local influencers to promote the event w/ ticket giveaways (Friday / Sunday)

    • Northern Nevada Moms - Sunday race w/ kids

    • Yelp Reno

  • Invite local media to participate in the races as a jockey/a chance to ride on a camel

  • AP will draft talking points for consideration for interviews and social media, particularly as it relates to ticket availability, parking, other things to do in VC during the weekend, etc. 

 

Specific Activations

  • Jockey Spotlights - If there are any standout jockeys or local individuals that are die hard C&O race volunteers, we would pitch them for media coverage

  • Camels LIVE! - Set up camel race commentators to share race highlights, jockey insights and overviews on the races for the day. Commentators could also interview race winners or returning champions. Commentary would be fun and lighthearted to match the event. Commentary would air on VC social pages and commentators could include: 

    • A member of the media

    • A long-time jockey, volunteer or employee

    • A member of the LBE team

    • A child (8-12) during the Friday or Sunday races for more jovial commentary

  • Kid Correspondent Contest 

    • One local student wins a chance to co-host Sunday race with a real announcer 

  • Camel Selfie Safari 

    • Users who tag VC are entered to win a local business gift card 

  • Saturday Camel Hump Activation 

    • Pitch the Camel Hump as a cultural moment for a feature or article

      • Tie into the legacy of the event (66th anniversary)

      • What makes this small-town event stand out nationally

    • Pitch to broadcast for on-site coverage 

      • Live remote or segment teaser

      • Behind-the-scenes with jockeys and handlers prepping for the parade

      • Reporter walk-and-talk coverage as animals make their way down C Street

    • Social media 

      • Behind-the-scenes of the parade on stories

      • A Reel highlighting the parade post-event 

 

Social Media

Content will highlight event volunteers, races, event information, and fun facts to drive involvement and share community support. 

  • Suggested content:

    • Facebook - 

      • Weekly countdowns 

      • Community involvement

      • Repost YouTube promo videos 

      • Event history and facts

      • Know before you go/event information

      • Stories highlighting event-specific content with links to event pages

    • Instagram  

      • Event photos

      • Volunteers 

      • Event history and facts (stories using polls) 

      • Know before you go/event information

      • Stories highlighting event-specific content with links to event pages

    • Twitter

      • Event Photos

      • Event History and Facts

      • Know before you go/event information

    • Contests, polls asking for favorite race memories, or interactive quizzes about the history of the races.

    • Strategic ticket giveaway to drive social media engagement prior to the event

    • Proactively engage with accounts to gain brand awareness among locals, as well as local, businesses, and influencers. 

    • Share/Collaborate content from relevant accounts, businesses, and influencers to spread word-of-mouth promotion and reach wider audiences.

  • Suggested posting schedule  

    • Keep a schedule of 2-3 planned posts per week, with additional organic content from events.

    • Share Instagram and Facebook stories when relevant.

    • Active audience times are from noon to 6 p.m

 

Timeline

*Timeline is subject to change*

July

  • Week of July 28

    • Camels press release & eblast - tickets on sale

      • Use this push to evaluate intensity of remaining efforts

August

  • Week of Aug. XX

    • Locals night radio giveaway

  • Week of Aug. XX 

    • Locals night social giveaway

  • Start 2-3 posts per week promoting event (August social calendar)

  • Week of Aug. 18

    • Finalize points on parking, ticket availability etc. 

  • Week of Aug. 26

    • Finalize contingency plans for walk-up guests / day of guests

      • Coupons for Adventure Pass, list of merchant discounts

  • Week of Aug. X

    • Crisis Communications plan for consideration

  • Ticket Push Eblast as needed

September

  • Monday, Sept. 1

    • Know Before You Go Email

  • Wednesday, Sept. 3 & Thursday, Sept. 4

    • Invite media to film animals after arriving in Virginia City

  • Friday, Sept. 5

    • Morning live shots to promote locals night

    • 5 p.m. - Hot Camel Nights Race

  • Saturday, Sept. 6

    • 10 a.m. - Race

    • 12 p.m. - 12:20 p.m. - Stage media around town (Washoe Club, Bucket of Blood)  to prepare for Camel Hump 

    • 12:30 p.m. - 1:30 p.m. - Camel Hump to C Street

    • 2 p.m. - Race

  • Sunday, Sept. 7

    • 12 p.m. - Race

      • First 100 kids ride free

 

Future Considerations

  • Partnerships with local Virginia City businesses to offer promotions or discounts for attendees including meals, accommodations, behind-the-scenes access and souvenirs.

  • Educational workshops about camels and ostriches in local schools.

  • Pop-up meet and greet for attendees a few days before the race to get up close and personal with animals.

  • Creating a recognition program for local businesses that support the event.

Camel Races

Crisis Plans

Crisis Plans Anchor

2023 Crisis Communications Plan 

(Edited to keep the anonymity of client)

POLICY 
All crises will be reported to Chairman & CEO and COO immediately. Only the chief spokesperson and back-up spokesperson are authorized to release information to the media and public. All other staff, board and committee members should be helpful but are not to speak with media or provide information about the issue.  

 

Coordinate all crisis communications efforts and work with designated XXX spokespeople to interact with media.  ​

 

MEDIA POLICY 

No one outside of designated XXX spokespeople and XXXX should interact with members of the media.  

 

Comments will serve to mitigate the crisis and, where appropriate, provide transparency to the situation.  

 

SCENARIOS & SUPPORTING AGENCIES 

In the event that the NTSB takes over there, will be a lock down on all public comment. They will work hand in hand with XX & XXX and will lead all press conferences and communications. 

 

CRISIS PREPARATION 

  1. Create a phone / e-mail list – disseminate to all staff and board 

  1. Provide media training for spokespeople 

  1. Update Crisis Communication Checklist  

  1. Solidify key audience and media list contacts 

  1. Solidify emergency personnel contact information 

  1. Review and practice crisis communications plan 

  • Items should be reviewed and updated as needed 

 

CRISIS RESPONSE STRATEGY 

  • Immediately ensure the safety of all attendees, staff etc. – call 911 if necessary.  

  • Immediately notify Chairman & CEO and COO of crisis situation, followed by XXXXX.  

  • XXX designees will notify other pertinent staff, board members or agencies to assess the appropriate response to the situation.  

  • The Crisis Communications Team will assess the situation and determine if an outside agency will take lead, facts of the situation and the best plan to address the crisis.  

  • Where appropriate, XXXXXX will develop factual and responsive messages to be used by XXXX and representatives for media. Other pertinent activations could include: 

  • Messaging for the receptionist 

  • Voicemail message 

  • Social media posts 

  • Splash page copy for website  

  • Media messaging (alerts, releases etc.) 

  • Press conference organization 

  • Once practical, communicate information regarding the situation with employees. If a crisis happens when staff are not on site, activate the phone tree.  

  • Notify organizations, partners, members, funders, etc. (Some may have been notified prior to contacting media).  

 

CONTACT INFORMATION 

Based on the level of the crisis, pertinent staff, board members and department heads, outside of the CEO and COO, will be notified. An attached appendix of all contact information is included at the back of the plan.  

Media Schedules 

Media Schedules Anchor

 

 

 

 

INTERVIEW / HOSTING SCHEDULE

​

Tuesday, Sept. 2

  • Outside Lake Tahoe on Tahoe Today

    • Interview Type: Zoom

    • 9:13 a.m. - 9:17 a.m.

    • Interview: Todd

Wednesday, Sept. 3

  • The Morning Krew (Chris in for Kevin)

    • Interview Type: Live radio

    • 8 a.m. - 8:15 a.m.

    • Interview: Todd

  • KOLO 8 with Denise 

    • Interview Type: Live TV

    • 3:45 p.m. - 4:45 p.m.

    • Interview: Todd

Thursday. Sept. 4

  • LIVE shots with KOLO 8

    • Good Morning Reno - 5 a.m. - 7 a.m.

    • Morning Break - 9 a.m. - 10 a.m.

    • Interview: Todd & Camels team

  • Interview with Reno Media Group

    • Interview Type: Live and recorded

    • 8 a.m.

    • Interview: Leah

Friday, Sept. 5

  • LIVE shots with KRNV

    • 5:45 a.m. - 9 a.m.

    • Live Shots: 6 a.m. - 8:30 a.m., every half hour

    • Reporter: Jaden 

    • Interview: Todd & Camels' team

  • KTVN 2 Jaden

    • 8 a.m.

    • Riding a camel on camera

  • Walking Tour w/ Brian - Travel Nevada

    • 4 p.m. pick-up from Silverland (working to move to 3:30 p.m.)

  • KOLO 8 Live Weather

    • Jeff 

    • 4 p.m. to 7 p.m.

  • Tannya  (Influencer) - Camel Ride

  • Gabbi (Influencer) - Interview

 

Saturday, Sept. 6

  • Brian  (Travel Nevada) Racing - 10 a.m.

  • Interview

    • Harvey (Jag Mag)

    • 11 a.m. at Fairgrounds

    • Interview: Todd Tuttle

Additional Weekend Interviews: TBD

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MEDIA RIDING OR RACING CAMELS

Ali (Travel Nevada) - Friday at 5 p.m. (Riding)

David -  Friday at 5 p.m. (Racing) 

Jake  (KKOH) -  Friday at 5 p.m. (Racing)

Melody  (Comstock Chronicle) - Friday at 5 p.m. (Riding)

Brian (Travel Nevada FAM)  Saturday at 10 a.m. (Racing)

Katey (KOLO 8) -  Saturday 2 p.m. (Racing)  

Jonathan (KOLO & Influencer) - Sunday, Sept. 7

Daryl (KOLO & Influencer) - Sunday, Sept. 7

Jay  (KOZZ) - Sunday, Sept. 7 (Riding)

 

PHOTOGRAPHERS ONSITE

Angelo 

  • Photographer based in Reno, currently developing a long-term personal project focused on documenting unique and enduring cultural traditions across the American West.

Alice 

  • She is a photographer who has shot the camel races before

Camel Races
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