What is the Color Festival?
Everyone getting together no matter their age, race,
class or gender and celebrating togetherness and the
beauty of the changing seasons is the main idea of
The DC color festivals main goal is to promote
togetherness while providing a safe and exuberating
atmosphere to enjoy the changing colors of life.
The five-year vision is to increase the positive impact
on audiences and the community while building a
financially stable and adaptable organization
Customers/ Buyers vs. consumers/users Influences
Purchase rate influence
Brand loyalty analysis: HOLI has created a reputation
of its own for being an all around great time.
Festivals as a whole are in a stage of growth
Life in Color
The Color Run
Large target market
“Color Throw” demand
Variety in alternative activities
Methods of Distribution
Short on Staff/Volunteers
Lack of rainy day accommodations
The Basics of the Color Festival
To have 60% of attendees from DC, Maryland, or Northern Virginia areas.
To keep ticket prices at an encouraging $15- $25 depending on date of purchase.
To offer discount sales to seniors and students.
To offer groupons every month, twice a month leading up to the event starting eight
months prior to the Color Festival.
To spend 15% -20% of the total budget on marketing.
Methods of Distribution
Social Media: Facebook, Twitter, Instagram, Pinterest, Tumblr, Google+, YouTube
Word of Mouth
The Basics of the Color Festival Cont.
Target and Segmenting
All ages, races, ethnicities
International (FVR Travelers segmentation)
Maryland and Northern Virginia (geographical segmentation)
Positioning and Branding
Bringing together of diversity to celebrate changing of seasons
Islamic symbol in the middle of a flower
Increase the number of festival goers by 150,000 by September 2015.
Increase sales of men and women over the age of 40 by 20%
Increase the number of international attendees to the Color Festival in
2015 by 20%
Have at least 25% of DC residents recognize the Color Festival by June
Bring the Color Festival to a minimum of 10 cities with a population of
300,000 by the end of 2015.
Have at least 10 college towns with annual Color Festivals by August 2017.
The Color Festival will be using a direct distribution channel for the
delivery of the Color Festival to the attendees.
Tickets bought closer to the festival date will be higher than those bought
months in advance
Discounted tickets will be available for college students that can show a
valid student ID
Discounted tickets will be available for anyone over the age of 55.
Develop a price that will cover all marketing costs and ensure a profit
of 60% if each festival results in a minimum of 100,000 attendees.
Increase revenue by 30% by the end of 2015.
Research the prices of other local cultural festivals and ensure that the
Color Festival’s price are lower or equal to that price.
Marketing Mix Cont.
Control and Evaluation
By 2015, it is believed that the DC Color Festival will have more than 300,000
The marketing budget for the DC Color Festival will all depend on the revenue
brought in from the previous Color Festival.
Scheduling and timing
Marketing planning and strategies will begin to form 8 months prior to event
Advertising and marketing production will begin 6 months prior to event
Advertisement put into local newspapers 3 months prior to event
An emailed survey will be sent to every ticket holder whose ticket was
scanned at the entrance of the DC Color Festival
All evaluations/surveys completed will be looked at by event staff.
DC COLOR FESTIVAL
Life. Music. Culture.
Tickets on sale now!
When: May 27th, 2014
Where: National Mall, Washington DC
What: Food, Music, Dancing, Vendors and Lots of COLOR!! Everywhere. It’s a festival
celebrating love and the power of love to bring all good things into our lives. It is held in early
spring and signifies new life, new growth, new beginnings. Holi, therefore, reminds us to
color our life with love, faith, and a generous spirit. And best of all, it just great fun. We get
lost in color, forget about our usual identity, and experience life – and each other – from a
whole new perspective.
Contact: (909) 443-2113 Office Hours: 9:00 a.m. - 5:00 p.m. Eastern Time, Monday - Friday
FIND US ON SOCIAL MEDIA!