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Page 2 Page 9 Pages 15-20

Letter to the Client SWOT Analysis Tactics

Page 3 Page 10 Page 21

Meet the Team Target Audience Profiles Campaign Evaluation

Page 4 Page 11 Page 22

Executive Summary Problem Statement / Big Idea Budget

TABLE OF CONTENTS

Page 5 Page 12 Pages 23-24

Company Overview Theme Timeline / Calendar

Page 6 Page 13 Page 25-26

Competition Branding Bibliography

Pages 7-8 Page 14 Pages 27-44

Primary Research Communication Objectives Appendix

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LETTER TO THE CLIENT

Dear Chesapeake Energy Arena,

Thank you for the opportunity for 405 Creative to develop a comprehensive campaign for Chesapeake Energy Arena. We
have enjoyed working alongside you to learn more about your organization’s mission and vision.

In our “Connect to the Experience” campaign, our goal is to emphasize Chesapeake Energy Arena’s dedication to connecting
its customers with enjoyable experiences as well as its many connections to businesses in the Oklahoma City area. We believe
our efforts will increase your target audience’s desire to engage with the Chesapeake Energy Arena’s social media platforms
as well as shape their overall viewpoints of the arena and the surrounding area.

By enhancing brand image and awareness on social media, the Chesapeake Energy Arena will be your audience’s first thought
when they hear “music destination.” Thank you again for connecting with 405 Creative. Please feel free to contact us with
any questions, comments and concerns.

Sincerely,

405 Creative

Lexi Nicholson, Account Executive Kait Burton, Media Director Hannah Johnston, Creative Director

Courtney Parchman, Creative Director Lauren Schatz, Research Director Jacob Widstrom, Production Director

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MEET THE TEAM
L exi Nicholson
Account Executive
Lexi is a senior strategic
communications major and is
passionate about leading others and
building team unity. Her favorite
part about concerts is hanging out
with friends.
Courtney Parchman
Creative Director
Courtney is a senior university
studies major. She loves pleasing
a crowd and finding ways to be
creative. Her favorite part about
concerts is being with lots of people
in one place.
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Kait Burton
Media Director
Kait is a senior studying strategic
communications. She brings
her secret love of math to media
planning. Kait’s favorite part about
concerts is singing along with
everyone else.
Lauren Schatz
Research Director
Lauren is a senior strategic
communications major and
loves analyzing what makes
consumers tick. Her favorite part
about concerts is listening to her
favorite artists live.
Hannah Johnston
Creative Director
Hannah is a senior strategic
communications major and loves
showing her creativity and detail-
oriented side in all she does. Her
favorite part about concerts is the
atmosphere inside.
Jacob W idstrom
Production Director
Jacob is a senior strategic
communications major. He is
passionate about words and how
ideas develop to form final products.
His favorite part about concerts is
the atmosphere.
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EXECU TIVE SUMMARY

Since opening in 2002, Chesapeake Energy Arena has connected its customers with hundreds of unique, exciting experiences.
The 581,000-square-foot arena sits in the heart of Oklahoma’s capital. Through the organization’s connection with the Oklahoma
City area, it has captured and reflected the city’s character by creating a fun, inviting atmosphere for its customers. Despite the
many benefits Chesapeake Energy Arena has to offer, the organization is fairly disconnected with its target audience on social
media platforms and has issues with the overall focus of its brand image.

Through our “Connect to the Experience” campaign, 405 Creative aims to strengthen both current and future target audience
connections as well as position Chesapeake Energy Arena as a music destination to be experienced. Our team conducted primary
and secondary research to better our understanding of Chesapeake Energy Arena and the target audience’s brand perceptions,
event preferences and social media habits. We utilized our research findings to form campaign objectives and tactics, which we
believe will further Chesapeake Energy Arena’s connections and overall success.

Based on our extensive research and client To achieve these objectives, we developed five
meetings, we identified two main objectives: main tactics:

Objective 1: To increase Chesapeake Energy Tactic 1: Photo opportunities

Arena’s social media following by 20 percent.
Objective 2: To rebrand Chesapeake Energy
Arena.
Detailed information on these objectives can
be found on Page 14.
Tactic 2: Engaging social media
Tactic 3: Local partnerships
Tactic 4: Social media intern
Tactic 5: Promotional content
Detailed information on these tactics can be
found on Pages 15-20.

Get connected.

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COMPANY OVERVIEW

Chesapeake Energy Arena hosts concerts, sporting events, televised

events and family shows that bring in more than 1 million people every
year. It is also home to the Oklahoma City Thunder basketball team.
The arena sits at the perfect location, which is just off Interstate 40 in
downtown Oklahoma City (OKC). Chesapeake Energy Arena is owned
by the city of Oklahoma City and managed by SMG, who is the world
leader in venue management, development and marketing.

Chesapeake Energy Arena opened its doors June 8, 2002. In 2013,

major improvements were made to the arena to increase the overall
experience for its audience.

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Since its 2001 opening in Dallas, Texas, the
American Airlines Center (AAC) is one of the
nation’s top arenas for sporting and entertainment.
AAC houses the Mavericks and Stars sports teams.
With retractable seating that seats up to 21,000
people and HD video displays, the AAC is a
prominent competitor.
Located in Tulsa, Oklahoma,
Cain’s Ballroom was built in 1924.
Customers enjoy this historic
music venue because of the spring-
loaded dance floor and the design
of the ballroom. Cain’s Ballroom
can hold 1,800 people and has a
variety of artists who play there.
COMPETITION
In 2008, the BOK Center opened its doors in Tulsa,
Oklahoma. SMG operates this multi-purpose sports
and event arena that sits up to 19,199 people. The Tulsa
Oilers are housed at the BOK Center. This arena has
hosted a variety of well-known artists and has received
many awards for its arena.
The Criterion in Oklahoma City is a new
music venue in Bricktown. It can hold up to
4,000 people and hosts a wide variety of mid-
range music artists. With its ‘70s feel and size,
The Criterion is a one-of-a-kind music venue.
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PRIMARY RESEARCH

Sur vey:
Primary research was conducted to
discover our target audience's current
event habits and knowledge of the
70 RESPONSES
Chesapeake Energy Arena. We also
wanted to pinpoint what they look OKLAHOMA
for in entertainment destinations and
where they get information on events.
84% RESIDENTS

75% FEMALE
The survey was sent out to the target
audience electronically via Survey
Monkey. The survey was 37 questions.
The survey was sent out by the members
of 405 Creative to their individual
professional and personal networks.
91% AGES 21-30

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SURVEY FINDINGS

68% 88%
of participants have of participants have
attended an event at heard of Chesapeake
Chesapeake Energy Arena ✳

84%
of participants

82% search for of participants

specific artist hear about events
through Facebook
they want to see

80% 51%
of respondents said they of participants
look most forward to seeing learn about events
the artist or band they like through social
✳ perform live ✳ media

82% 72%
of participants of participants
consider ticket only search for

21%
price when events at
of participants purchasing
attend concerts 1-4 tickets to an specific venues
times a year event

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SWOT ANALYSIS
We a k n e s s e s :
Strengths: • Chesapeake is not easily accessible; people don’t like
the traffic and construction in the surrounding area.
• Chesapeake Energy Arena has great customer • Thunder takes up a large portion of the arena’s time,
service. so scheduling opportunities with artists are limited.
• It is home to the OKC Thunder. • The website is slightly cluttered, and the white
• It is an environment which promotes social background on every page is not appealing.
networking. • Social media is not engaging nor aesthetically
• The arena is located in central OKC and surrounded pleasing.
by many attractions. • The communications staff is limited in size and
• OKC is a growing and popular housing location for each team member takes on a large role within the
our target audience. company.

Opportunities:
• Participate in growth of OKC’s downtown as an
entertainment destination by connecting with
other well-known downtown and Bricktown
attractions.
• Build lifelong, brand-loyal customers by targeting
young people just starting to develop preferences
and recently gaining an income as new members of
the professional workforce.
• Target an audience who enjoys concerts and spends
money on experiences.
• Foster relationships with established artists as well
as connect with new artists.
Threats:
• The BOK Center in Tulsa, Oklahoma, is a
competitor for both booking shows and gaining
customers.
• Casino entertainment takes away bookings and
customers.
• The OKC Thunder’s brand image overshadows
Chesapeake Energy Arena.
• In recent years, many people, including young
people in our audience, have become more
cautious with how they spend money, since there’s
limited disposable income.
• People will sometimes choose smaller venues.

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College Graduates
Ashley is a senior at Oklahoma
State University. She’s a part-time
employee at Aspen Coffee. She
prefers having a fun experience
with her friends over spending a
lot of money. When she’s going
out, she looks for deals to save
money at restaurants or concert
venues. Ashley compares prices
when searching for a concert to
attend.
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TARGET AUDIENCE PROFILES
Young Professionals
Jessica is a recent college
graduate and works at an ad
agency. She uses social media
daily and enjoys going to events
to get a break from her busy
work life. She compares prices
while also comparing customer
reviews of each venue. She
weighs the benefits of price and
experience, but the experience
holds more value than price.
Established Professionals
Michael is an accountant. He
works long hours and enjoys
going out to get a release from
work. He will spend more
on going out to a concert or
club, if he is positive he or his
partner will have a good time.
When searching for an event,
he will compare prices, but he’s
less sensitive to prices. Michael
focuses more on customer
reviews about the experience.
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PROBLEM STATEMENT / BIG IDEA

Problem S tatement:
The Chesapeake Energy Arena has a disconnected audience
and issues with the overall focus of the organization. Even
though the arena gets lots of attention because of the Thunder,
it still struggles to stand out by itself as a music destination.

Big Idea:
Through 405 Creative’s communications efforts, Chesapeake
Energy Arena will be connected to its target audience and
viewed as a music destination to be experienced. It’s time for
Chesapeake Energy Arena’s customers to...
Get connected.

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THEME

O N N ECT T O THE EXPE R I ENC E

C
Our campaign will connect Chesapeake to its target audience via social networking,
local partnerships and other communications efforts.

Through this campaign, we want to emphasize the benefits of connecting with

Chesapeake on social media as well as reflect how Chesapeake is well-connected to
its audience and local area. We want Chesapeake to be viewed as a destination to be
experienced.

Our campaign will utilize Chesapeake’s vibrant color scheme as well as audience-
based photos to promote the arena in an eye-catching way that’s visually appealing.

“Connect to the Experience” will use “connect the dots” data charts throughout its
promotional materials to symbolize the many connections Chesapeake fosters.

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BRANDING

In our campaign, we plan to connect Chesapeake to a stronger, more exciting brand image. Enhancing
Chesapeake’s brand image will ensure that its target audience views the arena as a music destination and not just
home to the Thunder. Studies have shown people are willing to spend more money on something they consider
an experience; that is why we plan to portray Chesapeake as a leader in customer experience, rather than simply a
music venue. Throughout our campaign ideas, such as creative social media contests, exciting photo opportunities
inside the arena and strategic local business partnerships, 405 Creative will put Chesapeake at the top of its
target audience’s minds.

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COMMUNICATION OBJECTIVES

Objective 1:

Increase the Chesapeake Energy Arena’s social media

following by 20 percent.

Rationale: We believe achieving this goal will allow more of our

target audience to be aware of Chesapeake’s latest concerts and
events.

Objective 2:

Rebrand Chesapeake Energy Arena.

Rationale: We believe Chesapeake’s current weak brand image

is due to its partnership with the Thunder. By rebranding, our
target audience will view Chesapeake as a music destination to
be experienced.

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TACTIC 1
Objective 1:
Tactic 1: Provide photo opportunities in Chesapeake Energy Arena for customers
Our target audience never passes up a photo opportunity! By having multiple photo opportunities inside Chesapeake, the
customers will snap, tweet and post promotional content.

We suggest contacting Oklahoma City Public Schools Director of Visual & Performing Arts Rhonda Taylor about
creating a contest for all OKC public schools to design a wall for five OKC-inspired murals for Chesapeake. Chesapeake
will provide $3,000 for supplies for the winning class to create these murals in the arena. This will engage the community
by providing opportunities for art education and showing Chesapeake’s support of fine arts in the community. A sample
post about this contest is on Page 40.

Chesapeake will create a wall within the arena for visiting artists to sign, which will provide photo opportunities for
event attendees. The wall, which will be collecting artists’ signatures throughout the duration of the campaign, will be
announced November 2018 and unveiled at an event December 2018.

#Photoopp #ThePeakeExperience #Getconnected

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TACTIC 2
Objective 1:
Tactic 2: Focus on engaging social media content
Eighty-one percent of survey respondents indicated they primarily receive news about events through social media. Seventy-three
percent of respondents indicated they would prefer to be updated about events through social media. With this information, our
campaign will include a heavy focus on social media. This medium also extends our campaign’s theme of connection.

Based off survey results, Facebook, Instagram, Snapchat and Twitter are the most used social media platforms among our
audience.
• Our campaign will use these four social media platforms throughout the yearlong campaign.
• The goal of the social media content is to create a brand image that raises brand awareness and creates brand loyalty.
• This campaign will rely heavily on impressions and engagements as it is meant to connect the audience with Chesapeake
socially.

Earned Social:
Earned social media efforts will focus on sharing interesting content the target audience wants to see, share and engage with.
• We will implement artist-themed and audience-contribution posts.
• We will implement ticket giveaways.
• We will have announcements before concerts.
• We will repost our followers’ concert and event pictures.
• We will have T-shirt giveaways at OKC events.
• We will focus heavily on other incentives, as well.
• We will regularly engage with our followers in the comment section.

For example social posts, please see Pages 34-37.

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TACTIC 2

Tactic 2 (Cont.): Focus on engaging social media content

Paid Social:
• On Snapchat, Chesapeake will purchase a $4,000-$4,200 geofilter to be used for one year. This will enable Snapchat
users to share where they are while they’re attending Chesapeake’s events.
• Additional on-demand, 24-hour geofilters for the arena’s area will be purchased at $5-10 each for every concert that
Chesapeake wishes to promote with the target audience. Not only will these allow event attendees to share they are
seeing a specific artist or performer, but they will also include the Chesapeake’s name, which adds impressions.
• On Facebook, the campaign will utilize three forms of advertisements: Event responses (image or video), page likes
(image or video), and page post engagements or post boosts. These ad forms will seem most natural in the Facebook
environment and will show those interested in Chesapeake its events with information. Ads will be targeted based
on age, relationship status, education, workplace, job titles, location, interests and custom audience inputs (previous
Chesapeake ticket buyers).
• On Twitter, the campaign will focus on engagement and awareness with promoted tweets. By having conversations
and putting compelling content in front of the target audience, Chesapeake can create brand awareness and build
brand loyalty. Ads will be targeted based on geography, behavior, followers’ interest, custom audience inputs and
language.
• On Instagram, the campaign will utilize photo and video ads that fit seamlessly into the target audience’s feed. Ads
will be targeted based on location, age, language, interests and custom audience inputs.

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TACTIC 3
Objective 1:
Tactic 3: Partner with local businesses
We believe partnerships with local businesses will not only spread event awareness and secure Chesapeake’s brand image as a
destination, but it will also help establish close relationships with nearby businesses, which will allow for more opportunities.
Receiving a discounted drink or meal at a restaurant nearby when purchasing a ticket is a great way for the buyer to be more
invested and for businesses to benefit from one another. The following places were selected for partnerships:
Myriad Botanical Gardens:
Chesapeake will host a Summer Twilight Concert Series at the Botanical Gardens from April-June 2019.
All performers will be local, and acts will range by theme; we suggest the following themes: country,
comedy, rock and cover bands. Posters for various themes on Page 44. Attendees will feel connected to
the local area and artists by the multiple promotional tents and booths outside. The events will feature
Chesapeake banners and other promotional materials. For an example email inviting local artists to concert
series, see Page 43.

Oklahoma City National Memorial & Museum:

The following message will be promoted February 2019: Bring in an Oklahoma City National Memorial
& Museum ticket to one of the restaurants inside Chesapeake Energy Arena to receive $5 off your meal.
Ticket valid for one month after purchase.

TapWerks Ale House & Cafe:

We will promote our “Connect to the Experience” campaign via a networking event with Young
Professionals of Oklahoma City at TapWerks Ale House & Café in May 2019.

Harkins Theaters Bricktown:

The following message will be promoted February 2019: Bring in a Harkins Theaters ticket to one of the
restaurants inside Chesapeake Energy Arena to receive $5 off your meal. Ticket valid for one month after
purchase.

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TACTIC 4

Objective 2:
Tactic 4: Hire a social media intern
Social media is a full-time job. To optimize social media success, an intern can be onboarded for the spring 2019 semester to focus
solely on social media efforts. This will free up time for Chesapeake’s communications staff to focus on other communications efforts.

Chesapeake will promote its spring internship position under its “Connect to the Experience” internship program. This program will
be a fun, educational experience for its interns. The program will be unpaid, but the benefits included are priceless. All interns will
receive a GoPro camera, official Chesapeake gear (T-shirts, hats, etc.), two tickets to every event and a backstage pass to every event
when feasible. Much like Harley Davidson’s “Find Your Freedom” internship program, Chesapeake’s program will generate significant
buzz. Chesapeake’s internships will be highly competitive and wanted by college students and recent college graduates. The intern will
create and post content on Chesapeake’s various social media platforms. The intern will focus heavily on upcoming events, contests,
and promotional photos and videos. The intern will monitor followers’ comments and engage with followers accordingly.

The intern should focus on using relevant hashtags, as well. A second survey was sent out via Survey Monkey to gain insight on the
most preferable and effective hashtags Chesapeake should use. Results showed that #ThePeakeExperience to be the most useful
hashtag that concert attendees would use with their posts, with 43 percent of respondents preferring to use this hashtag. Other
hashtags used in this survey were #PeakeEntertainment, #ViewFromThePeake and #PeakePerformances.

now hiring

apply today!

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TACTIC 5
Objective 2:
Tactic 5: Develop promotional content about Chesapeake’s history and surrounding area
Chesapeake would greatly benefit from educating and engaging with its customers more. To achieve this, we developed a
storyboard for promotional videos about Chesapeake and the surrounding area. Chesapeake can also display little bits of
history and fun facts about Chesapeake inside the arena and in social posts to further educate its customers.

Chesapeake Video:
The video will focus on the Chesapeake experience. It will feature event footage shot inside the arena as well as video
submissions from event attendees. Not only will the connection with Chesapeake’s audience be felt throughout the
submission and selection process, but it will also be felt across multiple platforms. Lasting around 30-60 seconds, it will
also depict various events, attendees, shots from outside and inside the venue as well as artists backstage at Chesapeake.

OKC Video:
The video’s main focus will be OKC, but Chesapeake Energy Arena will be heavily featured. In order to “peake” interest
in Chesapeake, people must first be interested in visiting OKC. The video will feature shots of the Botanical Gardens,
museums, sports teams and nightlife. The shots of the different sports teams will end with the Thunder and transition into
nightlife with concert footage from outside and inside Chesapeake. The video will end with a shot of OKC’s skyline at
night. Shots of concerts going on at the Botanical Gardens will be included in the beginning, and the ending concert shots
will help the image of music be present in the viewers’ mind.

Video submission social media post is in the appendix on Page 40.

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CAMPAIGN EVALUATION

At the end of this campaign, its success will be measurably evaluated. A survey will be designed
and distributed at the beginning and end of this campaign to measure awareness, attitudes and
behaviors toward Chesapeake. By reflecting on the initial objectives, the survey will measure
these elements to see if there’s an increase in the audience’s attitudes and behaviors, such as
brand loyalty, ticket buying, testimonials, etc.

Another goal of the campaign, to increase social media following by 20 percent, can be
considered in evaluating its overall success. Since the campaign is primarily digital, goals for
reach, frequency and impressions may also be set at the beginning of the campaign. The success
of meeting these goals will be evaluated using the analytical tools for each social platform.

did social media

increase by 20 percent?
? does chesapeake have a
stronger brand image?

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BUDGET
This campaign’s total budget is $50,000. Please see tables for cost
details. 405 Creative did this campaign pro bono.

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TIMELINE
The timeline for this campaign is one fiscal year: July 1, 2018-June 30, 2019. Monthly social media
expenditures can be seen in appendix on Pages 27-31. Other expenditures, including photo opportunity
walls, partnering with local businesses and the promotional video, have separate timelines. These timelines
are based on Chesapeake’s concert calendar and the busiest months of the year for concerts at Chesapeake,
according to our research. They’re also based on the average number of concerts per month at Chesapeake
from the years 2015-2018 (See other budgets on Pages 27-31).

• The Chesapeake Energy Arena Snapchat geofilter will be purchased for one year starting July 1, 2018, and
will require no further action or maintenance. Example geofilters are on Page 32. Additional geofilters
for one-time events can be purchased as needed in conjunction with the Chesapeake’s 2018-2019 event
calendar.

• The timeline for the Oklahoma wall photo opportunities will be based on the public school year. Promotion
of the mural design contest will begin at the start of August and continue until the due date of submissions
at the end of September. Example posters to announce competition is on Page 41. Judging will take place
over a two-week period, and the winners will be notified by mid-October. Painting of the murals will begin
at the start of November, and a news release will be sent. The painting of the murals will continue through
March. Ideally, the murals will be ready to be unveiled March 31. This is in time for April, which is one of
the busiest concert months.

• The signing wall, which will take much less time to design and complete, will begin collecting signatures
from artists and bands immediately. An email to send to past artists and bands promoting the wall is on
Page 42. The wall will ideally be ready to announce the unveiling by November, the busiest concert month
in the fall according the averages from 2015-2018.

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TIMELINE / CALENDAR
• Chesapeake’s promotional videos will be commissioned and completed throughout the fall of 2018, and
they will be ready for distribution January 2019. Example post for announcing videos is on Page 40.
The videos will be heavily distributed throughout the month of January, which is in conjunction with
promotion efforts for February concerts and other spring concerts lasting from February-May.

• Efforts to partner with local OKC businesses will begin as soon as possible. Throughout the summer and
fall of 2018, packages with each local business will be designed, and the concepts will be presented to the
businesses. Ideally, partnership packages and promotions will be available by January 2019, which is in
time for the spring concert season.

july august september october november december

- Design and launch - Email Rhonda Taylor about - Close mural design - Finalize selected - Begin painting murals - Have unveiling
Snapchat geofilter contest for murals contest submissions and notify - Send press release out event for signing wall
2018

- Begin collecting
signatures for signing wall
- Giveaway for Smashing
Pumpkins (9th), Kidz
Bop (19th) and Hall &
Oates/Train (16th)
- Start promoting mural - At end of month, start winners about new murals coming completion
design submissions for
selecting top submissions - Start interviewing for in March - Hire social media
contest
- Start drafting promotional
for mural spring social media intern - Announce unveiling of intern
- Giveaway for Fall Out - Giveaway for Thomas signing wall
videos
- Start connecting with Boy (17th) Rhett (8th)
local businesses for potential
partnerships

January February march april may june

- Launch promotional - Start partnership with - Host unveiling event for - Host twilight series at - Host networking event - Wrap up twilight series
videos OKC Memorial & all murals in arena Myriad Botanical Gardens with Young Professionals at Myriad Botanical
2019

- Present all partnership Museum and Harkins at TapWerks Ale Gardens

packages to businesses
Theater, continue through - Spring intern leaves
- Onboard social media
intern
May
- Giveaway for Justin
Timberlake (21st) and
Kevin Hart (31st)

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BIBLIOGRAPHY
American Airlines Center. “About AACenter.” American Airlines Center, www.americanairlinescenter.com/arena-information-
about-aacenter.

“BOK Center.” Smgworld.com, www.smgworld.com/business/bok-center.

Chesapeake Energy Arena. “Improvements.” Chesapeake Energy Arena, www.chesapeakearena.com/about-the-arena/

improvements.

Chesapeake Energy Arena. “Overview.” Chesapeake Energy Arena, www.chesapeakearena.com/about-the-arena/overview.

“Cine Capri at Harkins.” IonOKlahoma Online, www.ionok.com/entertainment/cine-capri-at-harkins/.

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“Fort Bragg Mural Competition.” Fort Bragg Mural Competition, Fort Bragg, CA, city.fortbragg.com/596/Fort-Bragg-Mural-
Competition

Greater Oklahoma City Chamber . “The Criterion.” The Criterion - Oklahoma City - A Better Life, 5 Apr. 2016, www.abetterlifeokc.
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“History of Cain’s Ballroom.” Cain’s Ballroom, www.cainsballroom.com/venue-info/history/.

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professional-painter-cost-for-the-day.

Kozak, Liza. “54 Things You Didn’t Know About The Second City.” The Second City, 16 Dec. 2013, www.secondcity.com/network/
network54-things-didnt-know-second-city/.

“Lawton, OK economy at a glance,” (2017). Bureau of Labor Statistics: Southwest Information Office, Lawton. https://www.bls.gov/
regions/southwest/ok_lawton_msa.htm.

“List of colleges and universities in Oklahoma,” (2018). Wikipedia: The Free Encyclopedia. https://en.wikipedia.org/wiki/List_of_
colleges_and_universities_in_Oklahoma.

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BIBLIOGRAPHY
Neal, J. (2018). Thunder commissions painting by Enid artist for Chesapeake Energy Arena. Enid News & Eagle. http://www.
enidnews.com/news/local_news/thunder-commissions-painting-by-enid-artist-for-chesapeake-energy-arena/article_aa6bbd83-
cdbc-5e96-97d8-90aa0288cf1c.html.

“Oklahoma City, OK economy at a glance,” (2017). Bureau of Labor Statistics: Southwest Information Office, Oklahoma City.
https://www.bls.gov/regions/southwest/ok_oklahomacity_msa.htm.

“Oklahoma top workplaces,” (2017). The Oklahoman. https://topworkplaces.com/publication/oklahoman/.

“Populations of Oklahoma cities: Ranked by population size,” (N.D.). Together We Teach: Education Resources. http://www.
togetherweteach.com/TWTIC/uscityinfo/36ok/okpopr/36okpr.htm.

Prater, J. D. (2018). Facebook CPMs increase 171% in 2017 [New report]. AdStage. https://blog.adstage.io/2017/09/18/facebook-
cpms-increase-2017/.

Prater, J.D. (2018). Instagram advertising costs in 2017 [Benchmark report]. AdStage. https://blog.adstage.io/2017/11/07/instagram-
ad-cost-report/.

Prater, J.D. (2018). Twitter CPMs increase 27% in 2017 [Report]. AdStage. https://blog.adstage.io/2017/09/20/twitter-cpm-
increase-2017/.

“STUDENT AND ROTATIONAL PROGRAMS.” Students & Rotational Programs | Harley-Davidson USA, www.harley-
davidson.com/us/en/about-us/careers/students-rotational-programs.html.

“The Oklahoma City National Memorial & Museum.” Oklahoma City National Memorial & Museum,
oklahomacitynationalmemorial.org/.

“Tulsa, OK economy at a glance,” (2017). Bureau of Labor Statistics: Southwest Information Office, Tulsa. https://www.bls.gov/
regions/southwest/ok_tulsa_msa.htm.

“Wall mural painting cost,” (2016). Fixr.com. https://www.fixr.com/costs/paint-wall-mural.

“yxef_bok_centerlogo • INTENT Productions.” INTENT Productions, 24 Mar. 2016, intentfilms.com/yxef_bok_centerlogo/.

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APPENDIX A

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APPENDIX B
Spot Market Social Media Costs

Social Media Budget

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APPENDIX C
Estimated Impressions for Spot Markets

Estimated Impressions Based off CPM and Social

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APPENDIX D
S t a t e w i d e , Ye a r a t a G l a n c e : S o c i a l M e d i a B u d g e t

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APPENDIX E

L a w t o n’s Ye a r a t a G l a n c e : S o c i a l M e d i a

Fa c t o r S p r e a d s h e e t : E s t i m a t e d A d B u d g e t Pe r S p o t

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APPENDIX F

Snapchat Geofilters

CEA

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APPENDIX G

T-S hir t Designs

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APPENDIX H
S o c i a l M e d i a Po s t s
The following social media posts were strategically crafted to connect Chesapeake Energy Arena with its
target audience and are tailored to each artist’s fan base.

The social media posts focus on Chesapeake’s events during the duration of 405 Creative’s “Connect to the
Experience” campaign, which spans from July 1, 2018, to June 30, 2019.

By focusing on engagement and action, the social media posts will not only boost Chesapeake’s social media
following but also its ticket sales because 405 Creative strives to connect our client to results.

The Smashing Pumpkins

The following post will be on Chesapeake Energy Arena’s Facebook page to best reach its target audience:

“CONTEST TIME! We are giving away two tickets to see the The Smashing Pumpkins at Chesapeake
Energy Arena on July 14!

Follow the steps below to enter:

Like Chesapeake Energy Arena’s Facebook page
Like and share this post
Contest ends Friday at 10 a.m.”

This post will increase Chesapeake Energy Arena’s Facebook following and generate awareness of The
Smashing Pumpkins event. The easy-to-follow instructions and short contest duration will encourage
participation.

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APPENDIX I
S o c i a l M e d i a Po s t s

Kidz Bop LIVE 2018 Dar yll Hall and John Oates + Train
The following post will be on Chesapeake Energy Arena’s The following post will be on Chesapeake Energy
Facebook page to best reach its target audience: Arena’s Facebook page to best reach its target audience:

“CONTEST TIME! Want to win a row of seats to see Kidz
Bop LIVE 2018 on July 21 at Chesapeake Energy Arena?
Tag us in a video of you and your kidz jamming out to the
latest Kidz Bop hits to enter!
Contest ends Friday at 10 a.m.”
This post asks more of its audience but contains a larger
incentive. Geared toward parents of young children, this
post will create high levels of engagement as well as generate
awareness of the Kidz Bop LIVE 2018 event. By using a row
of seats to entice the target audience, this post will encourage
participants to connect with their friends and family on social
media and share the message with them.
“Time for #ThrowbackThursday! Want to win a pair of
tickets to see Daryll Hall and John Oates + Train at the
Chesapeake Energy Arena on July 22?
Post a “totally tubular” #throwback photo in the
comments below for a chance to win!
Contest ends Friday at 10 a.m.”
This post is easy and fun to participate in! Tailored for
those ‘80s and ‘90s fans, this post will have high levels
of engagement.

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S o c i a l M e d i a Po s t s
Fall Out Boy
The following post will be on Chesapeake Energy
Arena’s Twitter page to best reach its target audience:
“CONTEST TIME!! Fall Out Boy is coming to
Chesapeake Energy Arena Sept. 22, and we are giving
away FIVE official concert T-shirts! Just like and
retweet this post, and we will select five winners Friday
at 10 a.m.
Don’t forget to purchase your ticket for FOB’s Mania
Tour with Machine Gun Kelly here: https://bit.
ly/2HTCKze”
This post contains a smaller incentive but also simple
rules for entry, which is perfect for FOB’s down-to-
earth audience. It creates awareness for FOB’s event
and contains a call to action -- purchasing tickets. The
ticket link was shorted on bitly.com for a cleaner look
and to reduce number of characters. This post will help
increase Chesapeake’s Twitter following.
APPENDIX J
Thomas Rhett
The following post will be on Chesapeake Energy Arena’s
Facebook page to best reach its target audience:
“EXCITING NEWS! Thomas Rhett is coming to
Chesapeake Energy Arena Oct. 12!
Want to win a pair of tickets to this “Unforgettable” show?
Follow the steps below to enter:
Share this post, and tag who you’d bring in the comments!
Contest ends Friday at 10 a.m.”
This post was designed specifically for couples. Thomas
and his wife are known for their strong relationship,
making them #goals; this is why this concert is perfect for
date nights. This post will generate significant engagement
on Facebook.
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APPENDIX K
S o c i a l M e d i a Po s t s
Justin Timberlake
The following post will be on Chesapeake Energy Arena’s
Instagram page to best reach its target audience:
“CONTEST TIME! We are giving away TWO backstage
passes to meet Justin Timberlake at Chesapeake Energy
Arena Jan. 26!
Follow the steps below to enter:
Follow Chesapeake Energy Arena on Instagram
Like this photo on Instagram
Post a photo of your best “Man of the Woods” album
cover recreation using the hashtag #JTtakesChesapeake.
Contest ends Friday at 10 a.m.”
The goal of this post is to increase Chesapeake’s
Instagram following as well as generate buzz for the
Justin Timberlake concert. Though the post asks more of
its participants, it is still a fairly easy (and fun) entry, and
the incentive is large.
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Kevin Hart
The following post will be on Chesapeake Energy Arena’s
Instagram page to best reach its target audience:
“CONTEST TIME! We are giving away TWO backstage
passes to meet Kevin Hart at Chesapeake Energy Arena
Jan. 31!
Follow the steps below to enter:
Follow Chesapeake Energy Arena on Instagram
Like this photo on Instagram
Repost this photo using the hashtag #KHtakesChesapeake
Contest ends Friday at 10 a.m.”
The goal of this post is also to increase Chesapeake’s
Instagram following as well as generate buzz for the Kevin
Hart event. Though the post asks more of its participants,
its incentive is large.
 Season

APPENDIX L

Pe r s u a s i v e E m a i l a b o u t A r t Wa l l
To: Rhonda Taylor (rgtaylor@okcps.org)
Subject: Visual Arts Opportunity for High School and Middle School Classes

Dear Rhonda Taylor,

The Chesapeake Energy Arena is dedicated to participating in the growth of Oklahoma City. The city’s thriving
downtown entertainment district brings new opportunities for art and music as entertainment venues. Plus, art
galleries are springing up on every street corner recently. Chesapeake is proud to participate by bringing world-
renowned artists to perform for more than 1 million guests each year.

Chesapeake would like to support the arts in Oklahoma City by extending an invitation to Oklahoma City’s middle
and high schools. This invitation invites students to participate in a contest to design and paint five 3-by-8-foot
murals inspired by Oklahoma City or the state of Oklahoma to adorn the walls of the arena. This contest would offer
the city’s students a unique opportunity to practice art and gain out-of-class experience.

Chesapeake would like to organize the contest with Oklahoma City’s public schools because we believe participating
in the contest will benefit the city’s students, and we believe there are no better artists to embody the city than the
city’s residents. If the school system is interested in participating in the contest, please let us know within the next
two weeks, so we can begin preparing for the contest. Please let me know if you would like to discuss any details of
the contest or have any questions. My phone number is 405-255-8306. Thank you for your time and consideration.

Sincerely,

Riley Thomas

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APPENDIX M
405 Creative News Release
FOR IMMEDIATE RELEASE
April 22, 2019

CHESAPEAKE ENERGY ARENA UNVEILS NEW PHOTO OPPORTUNITY WALLS

OKLAHOMA CITY — After months of hard work, Chesapeake Energy Arena is revealing its new locally painted
photo opportunity walls July 1, 2019.
The wall is a collaboration of five Oklahoma City-themed murals. The murals capture the past, present and future of
Oklahoma City creating a masterpiece for the arena’s visitors. With the boom of social media and craze for photo opportunities,
the wall will be the perfect place for visitors to snap a quick picture.
Chesapeake Energy Arena hosted a district-wide Oklahoma City art competition to design the murals for the wall.
Chesapeake provided $3,000 of art supplies for the winning schools to create the murals in the arena. The contest provided
opportunities for Chesapeake to connect to the community and support fine arts education. The top five high schools selected to
design the murals were Putnam City West High School, Deer Creek High School, Carl Albert High School, Bishop McGuinness
Catholic High School and Santa Fe South High School.
Twenty-five high school students were chosen to paint the five murals starting Nov. 15, 2018. The students worked
anywhere between 10-15 hours a week to finish the beautiful murals. Cassidi Jeffries, who’s a senior at Santa Fe South High
School, helped design and paint one of the murals.
“I am excited for so many people see our artwork and also see the history and culture of Oklahoma,” Jeffries said. “We
have put a lot of hard work into it, and I hope people will like it. I think it will be picture perfect.”
Riley Thomas, Chesapeake Energy Arena communications manager, will do the honors of presenting the new masterpiece.
The reveal will be located on the 100-level concourse at sections 110-111, which is next to the Hertz Gold Terrace Lounge.
“I think this is the perfect way for guests to connect to the overall experience Chesapeake offers,” Thomas said. “Plus, it
makes for a great picture.”
###

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Video Submission
S o c i a l M e d i a Po s t
Chesapeake Energy Arena is working
on a new promotional video, and we
need your help. If you have video of
a concert or event you attended at
Chesapeake Energy Arena in the past
year, you can send it in to have a chance
to be featured in our new video. Official
rules on Chesapeake’s website (link to
official video submissions page).
APPENDIX N
Art Submission
S o c i a l M e d i a Po s t
Announcing Contest
Calling all Oklahoma middle and high
school students! In order to get the
community involved in the rebranding of
Chesapeake Energy Arena, a competition
will be created for photo opp walls inside the
arena. This competition will be exclusively for
Oklahoma public middle and high schools,
and they will compete to have their design
submission painted on one of the five walls.
To have a chance to get your masterpiece
featured, please submit your art design on
Chesapeake’s website now (link to website
submission form)!
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APPENDIX O

Po s t e r s A n n o u n c i n g Wa l l A r t C o m p e t i t i o n

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APPENDIX P
Email to Artists to Get Signatures
f o r S i g n i n g Wa l l

Subject: Come Sign Chesapeake Energy Arena’s New Signature Wall!

Dear (insert band’s/artist’s name),

I hope this email finds you well. Chesapeake Energy Arena is excited to inform you about
the new improvement we are adding inside the arena. We are creating a signing wall for
our visitors to take pictures in front of. This is a great way to engage with your fans and for
the fans to feel connected to the various artists! The wall will have signatures of artists and
bands who have performed at the arena.

Since you have performed at Chesapeake in the past, we wanted to invite you to come sign
our wall. If you are interested in participating, please respond to this email with the best
time for you to come visit. If an in-person visit isn’t feasible, then an electronic signature
will work perfectly. The fans are going to love this wall, and we cannot wait to see the
amazing turn out.

Sincerely,

Chesapeake Energy Arena’s Communications Staff

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APPENDIX Q

Email Inviting Local Artists

to Concert Series

Subject: Come Play at the Summer Twilight Concert Series Supporting Local Artists!

Hello (insert band’s/artist’s name),

Chesapeake Energy Arena invites you to participate in the Summer Twilight Concert Series that promotes
local artists at Myriad Botanical Gardens in Oklahoma City. The concert will consist of local acts from the
greater Oklahoma area and will allow you to promote your music to a wide variety of people.

The Summer Twilight Concert Series will continue from April-June 2019. There will be multiple sections in
the series with each section focusing on a specific music genre/theme. Due to your (insert music genre they
play) music, we invite you to perform at the Summer Twilight Concert Series on (insert date) at Myriad
Botanical Gardens.

If you are interested in being a part of this event, please respond to this email as soon as possible. Thank you
for your time, and we look forward to working with you.

Sincerely,

Chesapeake Energy Arena’s Communications Staff

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APPENDIX R
S u m m e r Tw i l i g h t C o n c e r t S e r i e s
P r o m o t i o n a l Po s t e r s

ROCK AND ROLL 

EXTRAVAGANZA

JULY 21, 2018 •  OKLAHOMA CITY, OK

PEOPLE YOU KNOW • MUSIC YOU LOVE • 
ATMOSPHERE YOU CAN ENJOY

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Creative