For our Arts, Entertainment and Culture Marketing course we were asked to be "consultants" for a new Festival in Markham: Markham Global Fest. This is our proposal for the public relations strategy for the festival - marketing blurbs about the performers (for the press kit), scripts for the festival emcees, and artist research were also a part of this assignment.

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Consultancy Project Proposal
Markham Global Fest
Rebecca Hallquist, Xin (Nora) Hao, Anna Sarmento, Sandeep Virk
Seneca College of Applied Arts and Technology
Arts, Entertainment & Culture Marketing | SEA 200
Professor Eric Lariviere
June 12, 2015

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Table of Contents
Executive
Summary………………………..……………………………………………3
Purpose of Document……………………..……………………………………………4
Project Background………………………………………………………..……………4
Project Overview………………………………………………………………………...6
Project Goal, Objective, Strategy, Plan……………………………………………….7
Social Media Plan……………………………………………………………………...10
Work
Plan……………………………………………………………………………….13

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Executive Summary
Markham Global Fest will be one of many festivals in the Greater Toronto
Area/York Region this summer and one of the many great cultural events
complementing the Toronto 2015 Pan Am/Parapan Am Games. What makes
this nine day Markham street festival unique is its focus on all of the diverse
cultures not just coming to the GTA for the Games, but that already live and
thrive in Markham. Whether you are from a Pan American country or not, you are
welcome to share in the food, music, dance, and art of this Global Fest.
As it stands, Markham Global Fest has had little exposure thus far. The
festival aims to attract 45,000+ attendees over the nine days primarily from
Markham and also from across York Region.
As the consultant team chosen to manage the public relations for
Markham Global Fest for the City of Markham, we will strive to increase the
awareness of Markham Global Fest in Markham and the wider York Region and
of the artists set to perform at the festival. This will be accomplished by
presenting information about the festival and its many artists on the City’s
website and social media platforms in order to generate attention and willingness
to participate in the festival. In particular, “fun facts” about the artists and their
home nations will be shared to spotlight the 36 Mainstage performers and to
capitalize on their social media followings to generate greater exposure for
Markham Global Fest.
By our efforts we hope to generate 500 new followers on the City of
Markham’s Twitter account and have 1000 attendees on the Markham Global
Fest Facebook event to create more conversation and buzz around the festival.
We plan on furthering Markham Global Fest’s brand recognition and searchability
online by creating a blog with regular posts on the City of Markham website with
links to performer’s personal blogs, social media accounts, or websites. Linking
to performer’s past performances on YouTube and uploading performance
content on the City of Markham YouTube account will also increase engagement
between Markham Global Fest artists and the target audience. One page
summaries for each Mainstage performer will also be created as content for the
City of Markham website, or alternatively as part of the blog posts on the City
website, and for earned media, community press coverage, of the festival.
We have also outlined several options for the official hashtag on social
media for the festival and compiled a list of pertinent thematic hashtags here for
your consideration.

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Purpose of Document
Markham Global Fest is a new and
exciting summer festival coming this July
2015 with little exposure thus far. This
document will serve to outline our proposal to
the City of Markham with a plan for
promotional content for the City website and
with a plan for the City’s social media
platforms. This content will primarily focus on
highlighting the 36 Mainstage performers and
other featured cultural activities over the
course of Markham Global Fest in order to elevate the festival’s profile in
Markham and York Region.
Project Background
Markham Global Fest is a nine-day
festival during the Toronto 2015 Pan
American Games from July 11-19, 2015. As
one of the host municipalities, The City of
Markham will be attracting visitors from
across York Region, Toronto and the 41 participating nations with the badminton,
table tennis, water polo, golf, and para table tennis competitions occurring at the
ATOS Markham Pan Am Centre and Angus Glen Golf Club.
To celebrate the cultures coming to Markham in honour of the Pan Am
and Parapan Am Games, and the existing cultures of diverse Markham, the City
of Markham is offering a special event where six hundred artists will perform in
95 shows over nine days. There will also be artisans, food vendors, children’s
activities, and more!
Goal
To create a first rate cultural festival experience that:
1. Attracts diverse audiences
2. Attracts cultural tourists
3. Fosters community pride
4. Positions City of Markham as a significant sports and cultural destination
Objectives
1. Attract 45,000+ attendees over the nine days of the festival
2. Attract at least 1/3 attendees from the wider York Region
3. To encourage repeat attendance over the course of the festival
4. To generate 60% awareness of festivities among residents of York Region

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5. To create social media and ‘earned media’ buzz in Markham and York
Region
Strategy
Target Market for Markham Global Fest:
Primary Attendees:
City of Markham Residents
- Cultural Seekers and Festival
Goers
- Sports Enthusiasts
Secondary Attendees:
Residents of York Region
- Cultural Seekers
- Sports Enthusiasts
By combining the following artistic elements:
 Mixture of professional & community talent on main and secondary stages
 Unique, interactive, multi-disciplinary arts activities
 Artisans Village and Festival bazaar & food experience
 Segmented into distinct themes per day:
 South American & Caribbean Extravaganza, South / Central America /
Caribbean, Fiesta Mexicana, The Best of Celebration of the Arts, York
Region / GTA Indie / Rock / Roots, Celebrate Markham Diversity: South
Asia / India, Celebrate Markham Diversity: Asia / China, Jazz & Roots
Made in America: New Orleans, I am Canadian, and Music of Hollywood /
Family Day
Project Overview (Goal, Objectives, 5Ws)
Goal
 Increase the engagement of Markham Global Fest and the awareness of
the 41 different cultures participating at the Pan Am/Parapan Games
throughout the City of Markham and York Region through the public
relations, web promotions, and press activation initiatives.
Objectives
 Provide real and accurate information in a creative way, in order to
generate attention and willingness to participate in the festival.
 Fulfill all the timeframes to the City of Markham and to be able to promote
the festival promptly.
 Provide fun situations or facts about the artists to generate attention from
the target audience.
What
In order to help the City of Markham to create an incredible festival that engages
the population from York Region, and that also celebrates the culture of the
Americas, our team will be developing a series of content to be posted on the
City of Markham’s website and social media accounts. We will create hash tags

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to be used on the City's official social media account by attendees, performers,
and vendors at the Markham Global Fest. Furthermore, we will be collaborating
with the City in the research of the MGF artists to generate awareness and
willingness to participate in Markham Global fest.
Where
The group of student will be working on the consultancy to Markham Global Fest
at Seneca College and going to Markham Civic Centre twice to gather
information to keep working on the project.
When
May 19, 2015 – July 19, 2015
 Public Relations
 Web Promotions
 Press Activation
Who
Event Marketing Management Students (Post-Graduate, Seneca College)
Why
Due to the need of the City of Markham to have a consultancy to promote the
festival, we are providing the ideas, information, and content necessary to
popularize Markham Global Fest.
Project Goal, Objective, Strategy, Plan
Product
Goal: To raise awareness and attendance of the Markham Global Fest through
our public relations, web promotions and press activation initiatives.
Objectives:
1. To inform and engage more than 3000 York Region residents about
Markham Global Fest through social media outlets, outdoor media, print
ads, etc.
2. To educate the residents of the City of Markham and York Region about
the 36 Main Stage performers of Markham Global Fest in the press
conference at the Markham Flato Theatre on June 17, 2015.
3. As a result of our marketing efforts, have 500 new followers on the City of
Markham’s Twitter account and have 1000 attendees on the Markham
Global Fest Facebook event.
Strategy & Plan:
 Create and send promotional material for the Markham Global Fest press
conference on June 17th, 2015.

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 Create and send one-page artists summaries to include on print posters,
ads and banners in various city owned assets and business locations.
 Generate social media strategies to include on the current City of
Markham’s online platforms.
Place
Goal: To target our marketing and public relations strategy throughout York
Region, particularly in the City of Markham.
Objectives:
1. To effectively use the City of Markham’s resources and venues to
generate awareness about the festival and generate buzz pre, during and
post-event.
2. To entice 300 City of Markham and York region residents to attend the
festival between July 11 and July 19, 2015, at Unionville Main Street
South in Markham.
3. To provide promotional content for MGF Press Conference on June 17th,
2015 at the Markham Flato Theatre.
Strategy & Plan:
 Execute a one-day Markham Global Fest activation to Seneca College
students at four Seneca Campus’ and educate 150 students about the
event.
 Conduct market research and an analysis of the outdoor location and
surrounding businesses in the Unionville Main Street area in Markham, in
order to propose a strategy of how to effectively use the space.
Price
Goal: To execute our Markham Global Fest public relations and marketing
proposal in a fiscally responsible manner and encourage attendance and
spending at the festival.
Objectives:
1. To increase Markham Global Fest attendance.
2. To create online and offline promotional content in a feasible way.
Strategy & Plan:
 Outline that entry to Markham Global Fest is free of charge.
 Effectively use the City of Markham’s resources and venue spaces.
Promotion
Goal: To promote the Markham Global Fest through digital media and traditional
media.
Objectives:

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1. To create a social media plan to attract people to the City of Markham’s
Twitter, Facebook and Instagram channels, encourage reach through the
Markham Global Fest hashtag and gain 500 new followers on the city’s
online platforms.
2. To provide content for a MGF Press Kit that includes 36 artist summaries
and fact sheets by June 15, 2015.
Strategy & Plan
 Generate a list of social media content hashtags and slogans for the
Global Fest.
 Create and submit 36 artist summaries and fact sheets for the event’s
press conference content.
 Make and submit invites/e-blasts for the festival to Dennis, Laurie and
Eric.
 Produce and submit digital flyer for MGF to Dennis, Laurie and Eric to
inform residents of York region about the event.
Partnership
Goal: To establish and maintain the relationships with the City of Markham to
ensure a feasible and successful implementation of our public relations
and marketing plan.
 Dennis Flaherty, Corporate Communications Director
 Laurie Rose, Markham Pan Am Community Activation Team Leader
 Eric Lariviere, General Manager of the Flato Markham Theatre
 David Zambrano, Markham Volunteer Coordinator
Objectives:
1. To meet the 3 Markham Global Fest committee members to establish
event goals, particularly in relation to public relations and marketing, in
June 2015.
2. To determine resources and marketing initiatives that is already in place,
and to create a feasible strategy of how to use and transform these
resources and initiatives into our public relation activation.
Strategy & Plan:
 Create content with full roster of artists and descriptions for top artists for
media kit.
 Create event recognition for Markham Global Fest and its partners,
sponsors and artists.
People
Goal: To inform and engage residents and community members of the City of
Markham and the York Region area about the Markham Global Fest
through our public relations, web promotions and press activation
strategies.

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Objectives:
1. To build the Markham Global Fest’s brand image and recognition among
residents from York Region through the press conference of the event.
2. To attract and increase Markham Global Fest attendance by having
consistent messaging in the online and offline promotional materials.
3. To engage with residents and community members of the City of
Markham and York Region through various social media platforms.
Strategy & Plan:
 Create positive perceptions of Markham Global Fest through the pre,
during and post-event coverage on social media outlets.
 Inform residents of the City of Markham and York Region about the MGF
artists through the summaries and fun facts content.
Physical Evidence
Goal: To generate excitement, awareness and attendance of the Markham
Global Fest through online and offline promotional materials throughout
the York Region Community.
Objectives:
1. To ensure visibility of the MGF brand and artists through consistent
promotional materials and images in the York Region Community.
2. Disperse artist summaries and event flyers all around Markham and York
Region.
Strategy & Plan:
 To create and send one page summaries of artist biographies and fun
facts for online and program content and for distribution around the City of
Markham and York Region.
 Add excitement and bring the Markham Global Fest to life with the one-
page summaries.
 Encourage photo taking at the festival, to increase social media
interaction.
Social Media Plan
Goal: To increase and engage social media involvement, in relation to the
Markham Global Fest, of residents and community members of the City of
Markham and York Region.
Website
Objectives:
 Increase the website traffic by 10% one week before the festival, and 15%
during the festival
 Increase the engagement of people from York Region through the posts
with special news about MGF.
Plan:

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 Link the social media pages to the website, posting on Twitter and
Facebook news to the readers check on the website.
 Create special content, with information about the artists, news, and
special information about the festival at least twice a day from 10 days
before the festival to one day after the end.
Blog
Objectives:
 Increase Markham Global Fest’s brand recognition, image and search
ability online.
 Increase the engagement between the performers of Markham Global
Fest and our audiences.
Plan:
 Create a blog page on the City of Markham website
 1 blog posts per day live from Markham Global Fest with unique hash tags
and link it to the artist’s blogs.
 Reply to the interesting comments and questions on blog posts
 Encourage artists, attendees and staff to post blogs with updates, and
photos, and give comments on the relevant posts as well.
Facebook
Objectives:
 To have 1000 attendees on the Markham Global Fest’s Facebook event
 To encourage communication and interaction among the people from York
Region and the attendance to the Markham Global Fest through the social
media platforms
Plan:
 To utilize the pre-existing Markham Global Fest Facebook event to
engage with our target audience and promote the Markham Global Fest
 Release special posts to remind people of the festival, its performances,
and special activities through the use of the City of Markham Fanpage,
 Link the Markham Global Fest Facebook event to the City of Markham
page and website to generate more traffic
 Create special promotions on the social media accounts offering
merchandises, or special prizes.
 Stimulate the use of specific hashtags (#) related to the event.
Twitter
Objectives:
 To have 500 new followers on the City of Markham Twitter account
 To generate the traffic and retweets from the unique hashtags that have
been created
Plan:
 Write 5 tweets with specific hashtags about the daily news and activities
per day during the Markham Global Fest
 Retweet and reply back to interesting points and questions from attendees

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 Encourage the artists, attendees and staff to engage by posting updates,
photos, and retweeting as well.
YouTube
Objectives:
 Engage attendance with videos posted on YouTube at least once a day on
the City of Markham account.
Plan:
 Before the festival, post videos on YouTube of the artists’ past
performances and works. During the festival, post videos about what
happened in the past day.
 Promote the videos on Twitter, Facebook and on The City of Markham
website.
Instagram
Objectives:
 To quickly send messages and photos of the Markham Global Fest to the
target audiences pre, during and post-event through the City of Markham’s
Instagram account.
 To reach a new and younger audience through the use of hash tags,
visuals and short messages.
Plan:
 Post pictures of performances, food vendors and attendees of the festival
using multiple hash tags, in order to reach a wider audience.
 Start a countdown of the festival on the City of Markham Instagram
account, with pictures of Main Stage artists and hash tags (Shawn
Desman, Jully Black, etc.).
Hashtag Options for Markham Global Fest:
Twitter (No results) #MkhmGF
#MarkhamGF
#MkmGlobalFest
#MarkhamGFest
Twitter (Few results) #MkmGF
Slogans
Markham Also Plays
The Largest Multicultural Street Festival in York Region
Enjoying the Diversity of York Region Together
We Love Differences
Hashtags Options for Artists:
Music Dance Day-Specific Locations/Countries/

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Regions
#canadiana
#folk
#pop
#jazz
#blues
#motown
#salsa
#samba
#reggae
#rock
#Junos
#openmic
#R&B
#meringue
#tango
#cumbia
#afro
#bollywood
#newartist
#originalmusic
#fusion
#alltogether
#musiquequeb
ecoise
#capoeira
#nowplaying
#classical
#contemporary
#dance
#southasian
#latindance
#bollywood
@SalsainTO
#MusicMonday /
#MondayMotivation
#turnuptuesday /
#tuesdaytreat
#humpday/
#waybackwednesday//#w
omencrushwednesday
#tbt / #throwbackthursday
#fbf / #flashbackfriday /
#freakyfriday
#sundayfunday
#vivalasamericas
#TO
#Canada
#Markham
#YorkRegion
#Colombia
#Brazil
#Mexico
#NewOrleans
#Goa
#SouthAsian
#Cajun
#LaFrancophonie
#Acadien
#Quebec
#Caribe
#Portuguese
#Asia
#China
#Jamaica
#Ecuador
Work Plan
WORK PLAN:
PROJECT
TIMELINE
SEA 200 - MGF
Rebecca Hallquist,
Xin Hao,
Anna Sarmento,
Sandeep Virk
Date Task Time
Friday, June 5th Submit Draft Work Plan and Sample Artist Description to
client for approval

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June 5th - June
11th
Client will send approval and feedback for Draft Work Plan
Friday, June 12th Submit Consultancy Project Proposal Working Draft to Eric
Friday, June 12th Submit Final Work Plan to client.
Monday June 15th Submit Press Conference Content to the client (25 artist
descriptions, media release, promotional material and full
roster of artists)
Wednesday June
17th
Press Conference
June 17th-22nd Client will send approval and feedback for the Social
Media Plan
Monday June
22nd
Submit completed Artist Summaries and Fact Sheets to
client.
Social Media plan in place using artist fact sheets and
relevant Markham/York Region events
Friday June 26th Submit Consultancy Project Status Report
Monday July 4th
Saturday July 11th
Implement the pre - festival special social media action
Implement the “Festival” portion of Social Media Plan
Saturday July 11th Markham Global Fest starts