• You are Communication Consultants working on a Corporate Communication team that have been tasked with designing a communication strategy for the Uptown Waterloo Jazz Festival.
• You have been asked to produce a communication strategy to promote the Uptown Waterloo Jazz Festival, one of the upcoming area's best live performance events. They will need your best ideas to get new and old customers to return. They are interested in trying some new things, targeting newcomers to the area, and looking for ways to engage more diversity in the community and draw more people to attend from the surrounding area. They are looking for you and your team to develop a communication strategy to support their event, which includes event and entertainment information and promotion, sponsorship, as well as measuring its effectiveness overall.

Please include an extensive explanation of the following below;

1. Pre-writing Analysis
   • PAIBOC: Communication Discussion Guide and Creative Brief that includes the following:
   • Purpose, Audience, Information. Benefits, Objections, and Context
2. Purpose, SMART Objective, and goals of the plan: This is your purpose and goals of the plan

• What will your plan accomplish for your target audience(s)?
• Identify a Positioning Statement and strategy to meet the goals
• Indicate how you will measure the success of your plan
• Make sure to distinguish between the business objective and your communication objective.
• SMART objective(s) (using the proper SMART format) and a minimum of 3 measurable goals that will help to evaluate the success of your plan during and post-event.

Work with these event objectives and goals, and make the provided objectives properly SMART. Build on the SMART objectives and goals.

Event Objectives:

• Increase overall attendance at the festival by 10%
• Increase online engagement by 25%
• Attract 1,000 new attendees from the surrounding area

Event Goals:

• Showcase a diverse range of art, jazz styles, and performers
• Increase community engagement and outreach
• Provide a fun and engaging experience for attendees of all ages

Chosen event: Uptown Waterloo Jazz Festival (July 21-23, 2023):https://waterloojazzfest.com

• Please provide all references used.