IMC Plan for the Markham Global Fest

1. Ben, Jason, Krystal, Mackenzie, Natasha,Vito
Markham Global Fest
IMC Plan

2. Table of Contents
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I. Executive Summary
II. SWOTAnalysis
III. Key Issue
IV. Positioning Strategy
V. Advertising Strategy
VI. Social Media Strategy
VII. Public Relations Strategy
VIII. Blocking Chart
IX. Budget
X. Appendix

3. Executive Summary
Markham Global Fest is an exciting and interactive festival that will coincide with the PanAm and Parapan Am games
taking place in July andAugust of 2015. Just like the festival, the marketing communication efforts will be as culturally
diverse. Markham Global Fest intends to uplift the community and encourage diversity as it will unite all people and
provide an experience like no other. The festival hopes to attract families and tourists from in and around the GTA area
as well as tourists from abroad visiting for the PanAm games and other festivities.
Advertisements will be featured on popular multicultural television networks, in community centres, and in local malls.
Communication efforts will be featured in over twelve different languages in order to appeal and maintain social
inclusion. Social media will also feature a campaign, with accounts being made on Facebook,Twitter and Instagram.
Engagement on social media will be encouraged through hashtags and a contest.
A pre-event press release will encourage both media and members of the community to get involved with the festival
along with media advisories sent to media outlets who could not attend. In order to encourage attendees, Markham
Global Fest will host various community events to reach the intended target market.
All marketing communication activities will be budgeted for under $125,000. The festival is a community event that is
engaging people in cultures and diversity and all IMC activities will do just that by bringing people out to the festival.
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4. SWOT Analysis
Strengths Weaknesses
• A host region with a strong economy,
multicultural character and an excellent track
record of staging international events.
• Festival has FreeActivities and Entertainment
• Wide variety of events that adheres to a wide
target market
• Markham is a tremendously ethnic community,
something that foreign athletes will love
• Limited Budget
• Events are taking place in front of one location,
theAtos Markham PanAm Centre – which may
be crowded due to the games
• Lack of awareness/ knowledge about PanAm
and activities
• Lack of control – PanAm head office needs to
approve everything
• Cannot use the PanAm name to promote
festivities
Opportunities Threats
• Local businesses gain access to potential
customers
• Increase tourism within the GTA and outside the
GTA and country
• Partnerships with new companies
• Areas of high traffic could cause delays
• Terrorist issues
• Poor weather conditions
• Other events happening during the time of these
events
• Competing withToronto Pan/Parapan Am
Events
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5. Key Issues
— Lack of Awareness
Markham Global Fest is a brand new festival, therefore awareness levels are at zero. Also
no marketing efforts have been put in place as of yet.
— Extremely Low Budget
The budget for the entire Integrated Marketing Communications is $200,000.
— No Dominant Media
York Region does not have a well known, or well watched news station, and well
watched news stations are hesitant to report on anything outside ofToronto.
— Requires Minimal Association with Pan Am
In order to gain sponsorship, the Markham Global Fest will have to limit the use of Pan
Am otherwise approval is needed from PanAm head office.
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6. Positioning Strategy
PrimaryTarget Market: Markham residents that enjoy live entertainment and
community outings. They have families, a limited budget to spend on
entertainment, and also a cultural connection to the festival.
SecondaryTarget Market:Tourists, either from the extremities of the GTA or
outside the country that would like to enjoy the PanAm and surrounding
events.The tourists from outside the GTA are likely in town for the PanAm
activities already and or are family members of the athletes or crew.
Part A –Target Market
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7. Positioning Strategy
Part B
Positioning Statement
To local families of Markham, Markham Global Fest is a multi-
cultural festival that uplifts the community and encourages diversity
because it unites people and provides an experience like no other.
Brand Essence
Exhilarating Multicultural Festival
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8. Advertising Strategy
Goal
To build awareness for the Markham Global Fest and be recognized as one of the top events inYork Region by 2015.
Objectives
— Increase frequency of impressions on target market from once a day 6 months before the event, and twice a day 2 months before
the event
— Expose event to at least 65% of Markham residents via any form of print advertising, and increase engagement with social media
outlets.
Strategy
Consistently develop and integrate various media outlets to generate strong interest for the Markham Global Fest acrossYork
Region.
Plan
1. Multicultural Advertising
In order to appeal to all cultures, advertisements such as flyers, television and radio advertisements will be created in several
different languages.
2. Asian and South Asian Outlets
Markham has a high population ofAsian and SouthAsian residents therefore in order to include them in the celebration
advertisements will be places on Fairchild radio and television stations as well as OmniTV.
3. Community Centres and Malls
Flyers will be placed in popular locations such as the Pacific Mall and ScarboroughTown Centre on month prior to the
festival. In order to attract families flyers will also be placed in community centres acrossYork Region.
4. Local Magazines and Newspaper
Local magazines and newspapers will have print advertisements, outlets include SNAP, The ERA andThe Economist and
popularToronto Newspaper,TheToronto Star.
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9. Social Media Strategy
Goal
To inform and persuade followers in order to build the brand image of Markham Global Fest.
Objectives
— Reach 7K followers on Instagram, Facebook andTwitter by June 2015
— Increase the number of followers to 10K during festival activities
Strategy
Generate excitement and engagement through a contest and produce content that will encourage attendees to the Markham
Cultural Fest.
Plan
1. Introduce a countdown contest
Contest will be a countdown to the start of the festival that will also coincide with the start of PanAm games. In order to
qualify, contestants must post a picture everyday for thirty days leading up to the festival. They must also incorporate the
different cultures highlighted by the festival and PanAm. The winner will receiveVIP passes to the festival for them and a
guest. They will receiveVIP treatment like no other.
2. Encourage social media activity at the event
During the event, there will be a social media wall of pictures of festival goers using the dedicated hashtag
#MarkhamGlobalFest.This will ultimately lead to an increase of followers, due to the excitement of having their picture
displayed.
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10. Public Relations Strategy
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Goal
To create, maintain, and protect Markham Global Fest reputation, enhance its prestige, and present and maintain a favourable image
in the City of Markham, in the months leading up to, during and after the games.
Objectives
— Develop strong community relations, including providing employee volunteers, in the first 3 months
— Staging a special media day for media outlets in the first 2 months
— Get media coverage for launch in the first month
— To resolve any potential crisis or negative feedback with a plan that is honest and forthright in the first month
Strategy
Develop and implement strong community ties between our brand, media, and residents by focusing on media events and
encouraging community involvement through volunteer programs.
Plan
1. Host Events At Schools
Brand ambassadors will be sent out to theYork Region District School Board to distribute flyers and also present the festival to
students
2. Press Conference
The press conference will take place at the Markham FlatoTheatre. All media types will be invited to join. Media will be given a
sample of the festival with like entertainment to kick off the festival launch. The event will feature dancers from all different
cultures to generate excitement for the media.
3. Attend Community Events
York Region plays host to many different events and festivals. A volunteer team will be sent out to encourage attendance to the
Markham Global Fest.

11. Media Description Schedule Budget $
May June July Aug
Week of 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24
Games
Print
Posters/Flyers To be hung and handed out at
community centres, malls and
community events
X X X X X X X X X 3,879
Magazine/Newspapers The Era,The Economist, SNAP
(full page 4 times) OneTime
Toronto Star
X X
22,780
Television/Radio
Radio Fairchild X X X 2,275
Television Fairchild and Omni – PSA X X X 34,175.00
Social Media
IntegratedTwitter,
Facebook and
Instagram
Contest prize, social media
consultant and live stream at event X X X X X X X X X X X X X X X X X 3,275
Public Relations
Press Conference MarkhamTheatre Rental fee for the
Press Conference and other Costs
X 4,000
Schools Presentations will take place at
schools from theYork Region
District School Board
X X 20,000
Community Events Volunteers will be uses coroplast
signs and handing out flyers
X X X
15,000
Total 105,384
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Blocking Chart

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Media Budget $
Print
Posters/Flyers
100 18x24, 2000 Legal, 2000 half page flyers
3,879
Magazine/Newspapers
The Markham Economist, SNAP,The Era andToronto Star
22,780
Translator for Advertisements 15,000
Graphic Designer
25 hours at $75.00
1,875
Television/Radio
Radio
Fairchild
2,275
Television
OMNI and Fairchild
34,175
Social Media
IntegratedTwitter, Facebook and Instagram
Social media consultant and live stream equipment
3,275
Public Relations
Press Conference
Cost of rental space is zero as per Eric Lariviere – some dancer fees
however most will be children groups
4,000
Schools
Developing and presenting a presentation to schools acrossYork
Region
20,000
Community Events
Includes entry fees into various events and some signage 15,000
Total 122,259
Please note that this budget includes
additional costs not displayed on the
blocking chart
Budget

13. Appendix
1. Festival of TheAmericas Media Advisory and Media List
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