Marketing plan by melissa

1. 5th Annual San Diego Lantern Festival 2011
Communication Plan
Presented by
The Little Saigon Foundation
4654 El Cajon Blvd, Suite C, San Diego, CA 92115
Phone (619)719-0700 Fax (619)521-0310

2. Components of the market analysis
San Diego Area
Before the implementation of a communication plan, we have to
identify, evaluate and select our target market. The ideal target market
corresponds to specific segments of consumers in the San Diego Area most
likely to come to the Lantern Festival. This evaluation relies on a cross
analysis taking into account two aspects:
Segment attractiveness analysis
Analysis of the competitive advantages per segment

3. Segment attractiveness
The segment attractiveness analysis takes into account 4 criteria:
• Size: number of people in the segment
• Growth: number of people in the segment not already
attending the Lantern Festival
• Profitability: amount of money likely to be spent by the people in
the segment
• Reachability: Is the segment easily accessed? (Easy access:
social media, flyers, newspapers)

4. Competitive Advantages Analysis
The competitive advantages analysis per segment takes into
account 4 criteria and how the segments are interested in them:
• Service diversity: the variety of activities offered (food, fairs, live
performance, etc.)
• Price
• Novelty: Asian Culture = exotic
• Philanthropy: Revitalization and recognition of the Little Saigon
District

5. Results
The segments
in the upper
right corner
have the
biggest
potential: they
are our core
market

6. Needs and wants of the core market

7. Communication Plan
I- Objectives: What do we expect from
communication?
II- Communication Tools
III- Feedback

8. I- Objectives
 Increase attendance to the Lantern Festival
 Reach the breakeven
HOW?
Increase the number of people following us
Getting 10% of people involved on our social media
Getting more big sponsors

9. II- Communication Tools
We want the people to remember that the Lantern Festival is a
great time to spend, with really beautiful lanterns exhibition, thrilling
dance performances, fairs, rides, contests, good food, and the
promise to a trip to Asia without leaving San Diego: a complete
change in scenery!
Sponsorship Lantern festival website
Local press Social media
Promotion Tourists
Flyers

10. Sponsorship
Sponsorship enables to create trust in the event. The companies
we are trying to approach have an idea of what the Little Saigon
Foundation and the Lantern Festival are.
We need to advertise the Little Saigon Foundation
Advertising material: sponsorship brochure
Tourists: MTS and San Diego International Airport

11. Local Press
American newspapers: SD Reader (feeds on arts and music
+ event calendar); 10News; NBC SD; UT SD
Spanish newspapers: Hispanidos unidos; la prensa SD; El
Latino SD; Vida Latina SD
Vietnamese newspapers: Nguöi Viêt; Thuong Mai Magazine

12. Flyers
Our core market mostly lives downtown, in the city and surrounding
areas, in the suburbs and towns.
Flyer locations:
• Downtown: Asian restaurants, posters in the crowded streets
• Touristic and family areas: Balboa Zoo, Sea World, Seaport
Village, Balboa Museums
• Suburbs: Asian Restaurants, Wal-Mart, Ralphs, Trader Joes, Albertsons
• Special events and festivals: Our core market will be attending these
events, let’s deal flyers there!
• Hotels: we need to put flyers in our future partner hotels
• Buses and trolleys: Let’s ask MTS to advertise the Lantern Festival (too
expensive so far)

13. Lantern Festival Website
Gives information and let people know what is the
event, when it will take place and where
Not enough to advertise the Festival
Change ergonomics of the website, the social media
links HAVE TO be on the home page, at the top of it. This is
the first thing that one should see when entering the
website.

14. Social media (hard copy)
Social media is about getting people involved: dialogue + repetition
 Family posts
 Food posts
 Knowledge of Asian Culture posts: history
 Music and Dance performance posts
 Price posts
 Philanthropy posts
 Ethnicity and Travel Posts

15. Tourists
In order to target the tourists, we need to be present at each step of their
trip to San Diego from trip planning to the actual stay in the city, through
transportation. Repetition of the message is the key factor to have a
successful marketing strategy. We need the tourists to perceive the Lantern
Festival as a not-to-miss event in San Diego.
Trip planning: www.sandiego.org
Entry to SD: Sante Fe Station and SD International Airport
CERTIFIED FOLDER DISPLAY http://www.certifiedfolder.com/
Staying in SD: Hotels, Car rentals, touristic areas and public
transportation CERTIFIED FOLDER DISPLAY
http://www.certifiedfolder.com/

16. Promotion
Lantern design by pupils = bring the parents to the event
Coupons: Buy a lunch in one of the restaurants of the
Little Saigon district, get a coupon usable during the
Festival
Social media contests: these events need to be
advertised in the city, on POSTERS
Ex: Earn FREE entrance to the Lantern Festival. Follow us on
Facebook
= Increase the number of people on our social media

17. Feedback
Number of tickets sold
Number of people following us
Percentage of people commenting on our posts
Amount of money raised from sponsorships
Surveys on social media to understand people’s motivations
and better target them
Ex: what are you looking forward the most regarding the
festival? Where did you hear from us?