Long Reign the Queen

Program Plan

Ana Saavedra

Olivia Chin

Sarah Martin
 Table of Contents

Research pg. 1-2

Situation Analysis pg. 3-4

Objectives pg. 5

Audience pg. 6

Strategy pg. 7-8

Tactics pg. 9-10

Calendar pg. 11

Budget pg.12

Evaluation pg. 13
 Research

Queen Elizabeth was born April 21, 1926 to the Duke and Duchess of York. Her father

later became King George VI when her uncle King Edward VIII abdicated the throne. Queen

Elizabeth married Prince Philip in 1947. King George VI died on February 6, 1952; therefore she

took reign on that same day. The Coronation ceremony did not take place until June 2 of the

following year, since such a celebration was inappropriate while mourning the death of the

preceding monarch. Queen Elizabeths Coronation, which took place at Westminster Abbey, was

the first ever to be televised.

The Royal family celebrates most events with large ceremonies and many respected

guests. Along with the Queens family and foreign royalty, Members of Parliament and heads of

state were also included on the guest list of 8,000.

Royal Jubilees are meant to celebrate significant years in a monarch's reign. The Queen

has had 3 of these celebrations; Silver, Golden and most recently, in 2012, Diamond. The

Diamond Jubilee marked 60 years on the throne for the Queen. Only five other kings and queens

in British history have reigned for 50 years or more. The four day event had a lunch, a concert,

and of course a service at St. Pauls Cathedral. In a more relaxed fashion, the Queen enjoys

hosting tea parties at Buckingham Palace. People from all classes can be found attending.

On September 10, 2015 the Queen will become the longest reigning monarch since her

great-great grandmother, Queen Victoria, with a sixty-three years, seven months, and four days

as queen. Similar to past milestones, Buckingham Palace will celebrate in true royal fashion.
 Media coverage on the Royal Family has guidelines to follow for safety reasons. The

Press Office is responsible for including the media so they can provide accurate and timely

coverage of the family to their audience. This will of course be taken into effect when planning

our special day for the Queen to make sure everyone is safe throughout the kingdom.
 Situation Analysis

Queen Elizabeth has made many great changes over her long reign as leader of Great

Britain. On September 10, 2015 the Queen will become the longest reigning monarch, marking

over 63 years on the throne. Similar to past milestones, the people of Great Britain are excited to

celebrate with Queen Elizabeth. They respect the Queen and appreciate the way she has

modernized the monarchy. Thursday, September 10, 2015 will be a national holiday in Great

Britain to honor her majesty.

The momentous event gives the kingdom a chance to celebrate together as one. Traditions

are important to the royal family, as well as the citizens of the British monarchy. In keeping with

tradition, a formal service will take place at Westminster Abbey to commemorate Queen

Elizabeths reign. Of course Westminster Abbey can not accommodate everyone who would like

to participate. Therefore the service will be broadcast over the major media outlets.

The people should feel included in the celebrations so a parade will take place following

the service, where the Queen can recognize her supporters. Past parades have been well received

by the public, for that reason we feel it is important to organize one. We hope everyone will join

Queen Elizabeth for her afternoon tea. Whether at home, or in the company of your friends tea

will be served around the kingdom at 4 p.m.

Well known dignitaries, key members of Parliament, as well as charity workers will be

invited to a ball honoring her majesty. A fireworks display will conclude the days events and

will take place at Buckingham Palace for all to see.

 Members of the media will be invited to attend certain events. As with every Royal event,

the Press Office decides which events members of the media can attend. Safety is a priority for

not only the Royal Family, but for everyone participating in the special holiday.

Our hope is that not only will we be able to honor Queen Elizabeth II on this historic day, but

include all the members of the country.

 Objectives

First and foremost we will be honoring Queen Elizabeth in a traditional yet modern way.

Tradition is very important to the Queen, so we will respect that. We will measure our success for

this objective by concluding the days events with no issues. If all events go off as planned, the

traditions should be kept.

Our next goal is to include all members of Great Britain and fans of our Queen. Her

Royal Highness is held in great regard to her people. The numbers in attendance at the parade

and fireworks will help us gage if we targeted our publics correctly. As well as the number of

viewers from the broadcast.

The third objective is to maintain not only Queen Elizabeths image but all of those in the

Royal family. We will know if we did a proper job by the reviews we receive of the event over

social media and other media outlets.

Overall we will measure the days success by the amount of media coverage, not only

from British media outlets, but the major markets around the globe.
 Audience

Since the celebration taking place is Queen Elizabeth IIs becoming the longest reigning

monarch in the United Kingdom, our audience geographic mainly involves the countries that

make it up, which are: England, Wales, Scotland, and Northern Ireland. Citizens from the other

members of the Commonwealth are also expected to celebrate the Queens long reign. The main

demographics are males and females between the ages of 25 and 55 years old and mostly middle

class. An education level is not important to the demographic, since the appreciation of the Royal

Family has not much to do with education.

Psychographically our target audience values tradition, and posses respect for the Royal

Family and the British Army. They are patriotic citizens, and supporters of the royal family and

the kingdom. They are interested in politics and the monarchy that governs their nation. This

audience enjoys spending time with their families and values charity work.

The Queen also has a large fan base in the United States of Americans, which the royal

wedding between the Duke and Duchess of Cambridge demonstrated. These Americans idolize

the royal aspect of Great Britain and the Royal Family. Most of them are middle class Americans

who love tabloids and keeping up with current, mainstream events.

 Strategy

With a reign of almost 63 years to date, the Queen has participated in a large number of

commemorative events surrounding her position as the monarch of the United Kingdom of Great

Britain and Northern Ireland. She is one of the most celebrated monarchs in modern times. In

2012, the Queens Diamond Jubilee showed just how much the public is faithful to her and

admires her commitment to the kingdom.

Throughout her sovereignty, Her Majesty has been able to successfully carry her political

duties as Head of the Commonwealth in a traditional manner, while incorporating modern twists

to it as time passed and the world changed. Alongside twelve Prime Ministers through the whole

of her reign, Queen Elizabeth II has worked hard to maintain the United Kingdom a safe place

for its people, and to keep the image of the British Royal Family and of her kingdom.

The publics love for the Queen comes from her numerous reforms to the monarchy, as

well as her charitable side. She introduce the monarchy to walkabouts, known as the meeting

and greeting of large crowds, and supported the end of the rule of male primogeniture. The

Queen also opened her official residences to the public, and started to pay taxes. The Queen is of

over 600 charities all across the United Kingdom.

We want the Queen to retain her loyal supporters and gain some more with her ascension

as the longest reigning monarch. With well over a hundred years since the end of Queen

Victorias long reign, Queen Elizabeth IIs achievement as longest reigning British monarch is an

opportunity to celebrate her and her successful political duties.

 By celebrating the Queens attainment of the title as the longest reigning monarch in the

United Kingdom, her long legacy will continue for what it is and her image will stay true to

itself.

The public is being offered a full day of festivities and events that will make them feel

pride for their country and their Queen. It is an opportunity for them to prove, once again, how

much they appreciate the Queens abiding pledge to her nation. The slogan created for the

campaign, Long Reign The Queen, recognizes the gratitude that the citizens feel towards Her

Majesty.
 Tactics

The celebrations will take place on September 10, 2015. The day will start with a service

at Westminster Abbey from 10 a.m. to 11 a.m. Archbishop of Canterbury Justin Welby will lead

the mass. The royal family will be in attendance, and dignitaries and members of parliament who

will be invited. This will be organized by booking a Royal Service at the church.

At 11:30 a.m., a parade will take place. Working alongside the Greater London Authority,

which consists of Boris Johnson, mayor of London and the London Assembly, we will make sure

the roads are clear and that the sides are safe for the onlookers, which we expect to be around a

million. The Parade will start at Westminster Abbey to the Whitehall road, and down The Mall.

As tradition has it, Union Flags will decorate The Mall. A total of seventy-four flags will

decorate the road; sixty-three representing the number of years, seven the months, and four the

days that will make the Queen the longest reigning monarch on that day. The parade will

incorporate, not in this particular order, three marching bands within the Corps of Army Music,

Foot Guards Regiments of the British Army, a carriage with Prince Henry of Wales and the Duke

and Duchess of Cambridge, another one with Charles, Prince of Wales, and the Duchess of

Cornwall, and a final one with Queen Elizabeth II and Prince Philip. The parade should be over

by 1 p.m.

An afternoon tea will take place at the Buckingham Palaces garden from 4 p.m. to 6 p.m.

The heads of children and civil English charities will be invited along with a plus one, 450

guests are expected. The Master of the Household department will cater the tea, with the Food

Branch planning the menus to include several of the Queens favorite pastries and preparing the

food and the General Branch staffing the event. Through social media, including FaceBook,
YouTube, and Twitter, the Queen will invite everyone to take their afternoon tea at the same time

as her.

At 8 p.m. a ball will take place in the Ballroom of the Palace. Dignitaries, key members

of Parliament and royals will be invited to the event. The Master of the Household department

will once again be in charge of catering. Dinner will be between 8:30 p.m. and 9:30 p.m., as a

Andrew Lloyd Webber, Baron Lloyd-Webber plays for the guests. A firework show by Starlight

Design will end days events at 10:30 p.m. The Metropolitan Police will be present in all of the

events, with the Protection Command for Specialty Protection and for Royalty Protection.

All events will be televised by major broadcast stations from all around the globe, such as BBC,

NBC, CBS, ABC, and CNN. Key members of the media will be invited to all events, and the

parade will be announced through the social media outlets of the royal family, and all those

involved in the production. Magazine and television ads will also promote the parade.
 Calendar

The campaign will take place on Thursday September 10th, 2015 because it is the date of

the momentous occasion of the Queens reign. Invitations will be sent out two months prior to

the event, and media notifications with detailed descriptions will be sent three weeks before.

The day will start with an hour long service at Westminster Abbey at 10 a.m., the typical time for

morning mass. After church a parade starting at Westminster Abbey, down to the Whitehall road

and ending at The Mall will commence at 11:30 a.m. giving everyone time to gather after the

service ends. The parade will end no later than 1 p.m. which is more than enough time for the

procession to make the route, but still allows the participants a comfortable pace. Afternoon tea

will be from 4 p.m. to 6 p.m. which is her Majesty's normal scheduled time for tea parties. The

Buckingham Palace will then host a ball to celebrate the Queens reign beginning at 8 p.m. There

needs to be at least a couple hours in between tea and dinner to let members of the royal family

get ready and for guests to arrive. Dinner will be a catered event from 8:30 p.m. to 9:30 p.m.

ending with a fireworks display at 10:30 p.m. before the evening concludes.
 Budget

The budget for this event was compiled through using data from past occasions both for

accuracy and to ensure we meet royal standards. The three staff expenses used were for the

marching bands in the parade, the music for the ball and catering for both the tea party and

dinner. For out of pocket expenses that were not covered by the royal treasury there are the added

security for the events, advertising, adornments for the tea party and ball, contingencies,

fireworks, the wardrobe for the Queen, the Duchess of Cornwall and the Duchess of Cambridge,

invitations, and the cost to ride in Queen Victorias ivory phaeton carriage. According to royal

finance reports, the average annual income of household staff is 32,733 while the average

monthly income for a private soldier in the British Army is 19,125. Which breaks down to

approximately 126/day for household staff and approximately $956 for private soldiers. The

parade will have a 222 soldier marching band which totals to 212,232 for the day. At dinner, the

British Army will also supply a 90 band totalling 86,040, We staffed 50 people for the tea party

and 200 for dinner making it a combined total of 31,500 for the day. For the out of pocket

expenses we adjusted past even costs accordingly for our needs.

 Evaluation

Buckingham Palace has planned many events similar to the ones we are planning. With

their input and organization, we should be able to have a proper celebration for the Queen. Once

the holiday has ended, we can look back and properly evaluate our plan.

A good way to indicate if we planned and promoted the day properly is by the attendance

numbers. Not only the number of citizens who attend, but respected guest such as members of

Parliament and other foreign leaders. From past research, many well-known figures attend most

Royal events.

We will also look back on what media buzz surrounded the event. Large markets such

as BBC, NBC and CNN will be key promoters of the event around the world. Twitter and other

social media outlets will also be a good judge, as well as print media. During the Royal

Wedding, 2.1 million tweets went out, we hope to reach a similar number.

Queen Elizabeth and her family are known for traditions and style. We believe we can

celebrate the day showcasing both for Her Royal Highness and everyone who looks up to her.

This is an important day in the history of Great Britain and we feel our plan will be well

executed and memorable.