Page Murphy, APR 332: Event Planning Guide.
 Description of Event:
The Atlanta Falcons will host an event to show appreciation for their fans on June 30, 2012 at Falcons Landing outside of the Georgia Dome. The event, which will take place from 12 p.m. to 6 p.m., is a way for the Atlanta Falcons to thank fans for their long-standing support.
There will be several games and activities set up for fans of all ages to enjoy at the appreciation event. Autograph booths will be set up, allowing fans to get the autographs of their favorite players. Matt Ryan, Roddy White, Julio Jones and other Falcons players will be signing autographs and greeting fans the duration of the event. Coach Mike Smith, Falcons cheerleaders, mascot Freddie Falcon and several other Falcons coaches are also set to appear at the fan appreciation event. The Atlanta Falcons Drum Line and DJ Leighton Condell will also be in attendance to entertain fans and keep them dancing.
The event will be free of charge to all fans who wish to attend. There will be a variety of food and beverage items available for purchase as well as Falcons merchandise. Season ticket packages and single game tickets will also be available for purchase.
Dates for Planning:
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Begins
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Ends
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Planning
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March 1, 2012
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June 30, 2012
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Evaluation
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June 30, 2012
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July 15, 2012
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Event Date:
June 30, 2012
Goals:
Increase the level of passion for the Falcons among current Atlanta Falcons fans and Atlanta residents.
Objectives:
1. Increase the level of fan passion among current Falcons fans by 10% by December 2012.
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2. Gain more participation in Falcons community programs by 200 people.
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3. Covert non-Falcons fans in the Atlanta area into fans by increasing home game attendance by 5% at the end of the 2012 season.
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Specific Objectives:
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To increase media coverage of the Falcons by 25%.
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Raise community program non-organizational donations by $1,000.
Event Plan:
Tasks/Steps
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Responsibility
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Task materials and requirements
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Do By
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1) Work with city officials to secure permits and permission to use Falcons Landing.
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Contact city officials
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Permit paperwork
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Necessary signatures
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June 4
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2) Work with city officials to ensure security and EMT’s for the event.
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Contact city officials
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Ensure the proper streets are blocked off for the event and EMT’s are present
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June 4
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3) Book players, Coach Mike Smith (and other coaches), Falcons cheerleaders and Freddie Falcon for the event.
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Contact players, coachers, cheerleaders and mascot
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Book times that each player and coach will be signing autographs and inform them of their time
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Ensure cheerleaders and mascot can be there the duration of the event and greet fans
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Work autograph table the day of the event and work crowd control at autograph table
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June 5
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4) Arrange for event set up.
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Assign worker tasks
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Manage workers during event set up
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Pay workers
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June 3
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5) Map out a blue print of where every booth, tent, table, game and activity will go.
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Decide where everything will be located on the day of the event
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June 2
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6) Plan and execute media strategy.
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Write, edit and pitch press release
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Pitch feature
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Write, edit and distribute fact sheet to local print and broadcast media
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Update website and social media
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June 6
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7) Plan and execute media relations on the day of the event.
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Write, edit and assemble press kits
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Order goody bags with logo for the media
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Arrange for rental and set up of press tent and table
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June 6
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8) Ensure the event has proper security, bathrooms and clean-up personnel.
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Contact security and book them
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Make sure there are enough bathrooms
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Assign a clean-up crew
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Oversee security, bathrooms and clean-up
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June 7
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9) Coordinate food and beverage vendors.
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Coordinate proper set up of food/alcohol tents
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Contact current beer distributors to ensure delivery of alcohol for the day of the event
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Contact current beer and food vendor employees and book them for the event
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June 20
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10) Coordinate games and activities for fans.
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Coordinate the proper games and activities
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Collect the proper equipment needed for set up
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Game and activity set up on the day of the event
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June 10
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11) Book Falcons Drum Line and DJ Leighton Condell.
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Call and book acts for the event
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Work with acts during the event
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Set up of DJ equipment
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June 10
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12) Coordinate fan entrance and exit for the event and crowd control.
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Create an organized system of letting fans in
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Contact normal stadium entrance workers and book them for the event
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Set up a system of letting fans in since this event is open to the public
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Have a crowd control plan in case too many people show up at once
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June 20
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13) Coordinate merchandise tent.
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Plan what merchandise will be sold at the event
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Collect proper equipment for tent set up and set up
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Recruit current merchandise vendors for the Falcons and book them to work the event
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June 20
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14) Arrange for the proper decorations.
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Select the proper decorations for the event
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Decoration set up
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June 15
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15) Report on event for the organization (In-house event reporter).
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Capture and record event for organization (via Twitter, Facebook, digital video camera)
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Interview fans, players and coaches
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Be on-call to assist where needed
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June 29 (gather equipment) and June 30
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16) Oversee clean-up.
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Oversee entire Falcons Landing clean-up
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Everyone make sure their particular area is cleaned up and equipment is broken down and put back in its proper place
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June 30
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17) Evaluate effectiveness of event.
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Participate in de-brief meeting to discuss strengths and weaknesses of event
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Scan media for coverage
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Keep clippings and videos of coverage
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Assemble and file event records
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Monitor home game attendance in the future season
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June 30-July 15
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Detailed Event Timeline:
Time
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Task
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Responsibility
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Location
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7:30 a.m.
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Falcons Landing
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8:00 a.m.
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Falcons Landing
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9:00 a.m.
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Set up player autograph station
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Food/alcohol tent set-up
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Game/activity tent set-ups
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DJ set-up and Falcons Drum Line organization
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Merchandise tent set-up
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Decoration set-up
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Set up press tent and table
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Worker 6
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Worker 7 and 8
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Worker 9
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Worker 10
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Worker 11
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Worker 2, 3 and 4
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Falcons Landing
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10:30 a.m.
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Greet players, coaches, mascot and cheerleaders and set them up in the proper places
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Falcons Landing
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11:00 a.m.
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Falcons Landing
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12:00 p.m.-EVENT START
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12:00 p.m.-6:00 p.m.
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Run autograph table and make sure players, coaches, mascot and cheerleaders have everything they need
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Falcons Landing
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12:00 p.m.-6:00 p.m.
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Oversee crowd control and all workers
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Falcons Landing/Outside of the event
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12:00 p.m.-6:00 p.m.
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Run press tent and table and make sure media has everything they need
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Falcons Landing
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12:00 p.m.-6:00 p.m.
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Falcons Landing
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12:00 p.m.-6:00 p.m.
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Falcons Landing
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12:00 p.m.-6:00 p.m.
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Report on event for organization
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Falcons Landing
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12:00 p.m.-6:00 p.m.
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Run DJ table and make sure Falcons Drum Line knows where to be and when to perform
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Falcons Landing
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12:00 p.m.-6:00 p.m.
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Work with security to make sure event facilities remain operational
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Falcons Landing
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12:00 p.m.-6:00 p.m.
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Meet beer distributors and do food/alcohol tent set up
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Falcons Landing
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6:00 p.m.-EVENT END
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6:30 p.m.
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Everyone, Worker 1 will assign clean up tasks
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Clean up each tent and entire Falcons Landing
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8:00 p.m.
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Falcons Landing
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Budget
Item
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Cost
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Total
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Player appearances
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$0 (in player contract)
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$28,300
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Food and Alcohol
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$20,000
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Equipment
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$0 (currently owned)
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Event Employees
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$5,000
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DJ Leighton Condell
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$1,000
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Press Takeaways
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$2,000
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Goody Bags for Press
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$300
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Decorations
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$0 (currently owned)
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Media to Pitch:
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Atlanta Journal-Constitution
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CBS Atlanta 46 Sports Team
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FOX 5 Atlanta
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Comcast Sports South
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WSBTV 2 Atlanta
In-house Coverage:
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Page Murphy
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Worker 5 and 6
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Jay Adams-blog writer for the Falcons and Twitter account for everything Falcons
Event Evaluation:
The event will be evaluated based on if it is successful and people show up to it. A de-brief meeting will also be held after the event to see if everything went well and see if workers heard any positive comments from fans who attended the event. I will be in charge of monitoring how many people come in to the event and everyone will monitor the local news and Comcast Sports South to see if the Falcons get more media coverage. Also, the event will be evaluated based on ticket sales for the next season. If ticket sales go up, the event was a success.
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