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Internship Project Description

Throughout the semester I worked on numerous projects


for different clients. However, SpringFest for Capitol
City Brewing Company was the largest event that had the
most preparation go into it. I originally had planned on
doing an event for Aura Spa as my project explained on
my original learning agreement, but it turned out not to be
sufficient for the project. The Capitol City SpringFest
was the first spring beer festival Cap City hosted and the
only spring beer festival in the area. We did full publicity
for the event, sent out media advisories, invited press,
went to the event to take pictures and monitored media
coverage before and after the event. During the event we
set up a photo shoot with the Cap City staff and gathered
al media to take pictures as well as taking pictures
ourselves and encouraging people to Tweet/ Instagram
using the #CapCitySpringFest hashtag.

Process

Draft rough draft of media advisory and send over to Cap City for approval
Make changes to advisory and resend
Post advisory on all local and relevant event posting websites
Compile a relevant media list to send the advisory to and invite to the event
o Includes bloggers in the area and local publications
Send out media advisory to all media
Monitor web to track exposure of event on media outlets advisory sent to
Draft and send out invitations to media to come cover or just attend the event free of
charge
Draft and send out reminder email to media about the event
Attend the event
o Take pictures
o Tweet using #CapCitySpringFest
o Organize a photo opportunity with staff and media
Monitor media and web for post event coverage and general opinions on the success of
the event
Upload and send pictures to Cap City along with hyperlinks to news articles that ran prior
to and after the event


From doing this project I learned a lot about how a PR firm promotes events and all of the
tasks that go along with it. The time spent on researching media outlets and reaching out to
media gave me an understanding of how important cultivating relationships with media is. This
was a good learning experience for me to see an event through and be able to participate in all
Photo from SpringFest that the District
Insder took. On the bottom right Matt,
Steven and I are featured.
the steps on the way. Steven was very good at including me in all aspects of the planning and
showing me how to send out the release to media and how to develop a comprehensive media
list. This event was especially challenging because it was the first one so we had to develop new
content and try to spread the word far and wide to pave the way for next year and years to come
to have a better turn out and become a staple event in the area. This experience has given me
knowledge I can use next time I have to plan an event I will have a better understanding of the
tactics and professionalism that goes along with effectively publicizing an event to meet client
satisfaction. Below you will find the final media advisory sent out and hyperlinks to media
coverage of the event.

Media Advisory



MEDIA ADVISORY


CAPITOL CITY BREWING COMPANY FINALIZES PLANS FOR INAUGURAL
SPRINGFEST EVENT AND SET TO DEBUT FIRST SEASONAL BATCH OF
HEFEWEIZEN

Capitol City Announces Local Breweries Participating at SpringFest 2014
Port City, Mad Fox, Lost Rhino, Hardywood Park, Apocalypse Ale Works, Sunken City and
Lickinghole Creek to Showcase Seasonal Beers
#CapCitySpringFest

Arlington, VA Countdown to the first annual SpringFest begins! Capitol City
Brewing Company will host its inaugural SpringFest at The Village at Shirlington in
Arlington on Saturday, April 26 from 12:00 noon 7:00 p.m. -- Northern Virginias only
spring beer event.
Capitol City will feature its first batch of seasonal Hefeweizen, a German-style wheat
beer, at the 2014 SpringFest. The Sommer Hefeweizen (5.4 percent ABV/16 IBU) is served
unfiltered with distinct notes of banana and clove derived from the fermentation with a special
Bavarian yeast strain. In conjunction with the Hefeweizen, Capitol City will also pour several
other select handcrafted beer samples.
Beer enthusiasts can enjoy music spun by local favorite DJ Julius as they sample tasteful
offerings from more than 40 local breweries including Port City, Mad Fox, Lost Rhino,
Hardywood Park Craft Brewery, Apocalypse Ale Works, Sunken City and Lickinghole Creek, in
addition to cuisine from a variety of Shirlington Village eateries.
Admission is $30 (one general admission pass per person) and includes a wristband,
official tasting glass and 10 drink tickets. Additional drink tickets can be purchased for $1 each,
with a five-ticket minimum. The event is free for non-drinkers and children. SpringFest will be
held rain or shine with tickets sold at the event starting at 11:00 a.m.
Following the annual Mid-Atlantic Oktoberfest tradition that started fourteen years ago,
Capitol City anticipates thousands of beer aficionados to attend and sample more than 100
different seasonal spring ales and lagers from exhibition booths set up along Campbell Avenue.
For more information on Capitol City Brewing Company, please visit:
www.capcitybrew.com. Find Capitol City Brewing Company on Facebook:
www.facebook.com/CapCityBrew and on Twitter: @CapCityBrewers.

WHO: Capitol City Brewing Company
40+ Area Breweries and Local Restaurants

WHAT: First Annual SpringFest
Debut of Capitol City Hefeweizen
#CapCitySpringFest
Live Music from DJ Julius and Fare from Local Vendors
*Held Rain or Shine*

WHEN: Saturday, April 26
12:00 noon 7:00 p.m.
All Beer Taps Close at 6:00 p.m.

WHERE: The Village at Shirlington
4001 Campbell Avenue
Outdoor Streetscape
Arlington, VA 22206
(703) 578-3888

COST: $30 includes: wristband, tasting glass and 10 drink tickets
Additional drink tickets are $1 each with a five-ticket minimum
Ticket sales are limited and sold at the event starting at 11:00 a.m.
*Free for non-drinkers*

Media
Contact: Steven Eliopoulos - steven@bulldogpublicrelations.com
(202) 483-3003
# # #

About Capitol City Brewing Company
In 1992, Capitol City Brewing Company opened its doors as the first brewpub in the nation's
capital since Prohibition, giving its citizens and many visitors the freedom to enjoy some of the
finest handcrafted beer in the country. On the front of the menu is the Lady Freedom, a statue
found atop our namesake, the United States Capitol.

Our dedicated brewers use only the highest quality hops, yeast and select malt to brew many of
the world's great ales and lagers. Capitol Citys state-of-the-art craft brewing system is located in
our Arlington, VA restaurant, where our talented brewers closely monitor each phase of the
brewing process and provide beer within hours of completion, fresh and locally made. The
popular brewpub is celebrating 21 years of brewing more than 200 different styles of beer in the
national capital region.



Hyperlinks to post event media coverage

The Scene Bisnow
Brightest Young Things
Pamela's Punch
Examiner
On Tap Magazine
In a DC Minute
Arlington Connection