2011 09-30 pride toronto - infinite possibilities - team 'womacked'
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Winner of Out on Bay Street Case Competition
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2011 09-30 pride toronto - infinite possibilities - team 'womacked'
- 1. Pride Toronto – Infinite Possibilities Out on Bay Street Case Competition 2011 1st October 2011Team ‘Womacked’Rotman School of Management – University of Toronto
- 4. Revenue Streams – Donations & Grants
- 5. Revenue Streams – Fundraising & Merchandise
- 9. Plan to achieve positive earnings for next 2 years
- 11. Re-gain trust of grassroots LGBTQ community
- 12. Re-Brand ‘Pride Toronto’ – Slogan Competition, Viral Competition, Pride ‘Credits’
- 13. Revenue Streams – Donations, Grants, ‘Gain Pride’TM, Pride Posters, Fundraisers, New Sponsorship
- 14. Modest growth for 2012 – Cover expenses
- 15. Seeds planted now sprout later – Growth of ‘Pride Toronto’ brand
- 16. Risks
- 20. Revenue Streams – Donations & Grants
- 21. Revenue Streams – Fundraising & Merchandise
- 22. 2012 & Beyond
- 24. To build awareness of the vision, values and mission of Pride Toronto
- 26. Return to roots - “Celebration / Information / Education / Culture”
- 27. Highlight recognition of Stonewall Riots
- 28. Scholarship and Educational Events
- 29. Slogan Competition – root values
- 30. Winner – Spot on main float during Pride Toronto 2012
- 32. Broken links on website 8
- 33. iPhone application rating 3.5 stars / 7 reviews
- 34. Pride Toronto on Facebook 3.0%
- 35. Pride Toronto on Twitter 1.5%
- 36. Suggestions
- 37. Redesign apps & Fix Website
- 38. Social Relations Committee – Facebook & Twitter
- 39. Live Streaming of Pride Toronto parade
- 40. Viral Campaign – Video of ‘LGBTQ Culture Today’
- 41. Prize for most ‘hits’ on Pride Toronto’s YouTube Channel
- 43. Web Traffic Growth Estimate - 20%
- 47. Revenue Streams – Donations & Grants
- 48. Revenue Streams – Fundraising & Merchandise
- 49. 2012 & Beyond
- 51. Giving people the choice to pay what they want, half going to charity (AIDS foundation)
- 52. Why would people pay more?
- 53. Moral Grounds
- 55. Donations - Reaching out to community
- 58. 2012 - Eligible for $200K - An existing event using a new advertising medium
- 59. 2014 - Eligible for $200K - New event
- 60. Domestic Grants ($15,000 - $20,000)
- 63. International Grants ($195,000 - $245,000)
- 64. Astraea Lesbian Foundation for Justice
- 65. Funding Exchange
- 67. The Aurora Group
- 70. Revenue Streams – Donations & Grants
- 71. Revenue Streams – Fundraising & Merchandise
- 72. 2012 & Beyond
- 74. Along lines of Campaign ‘Red’
- 78. Pride Toronto - 5 major events, 2 during Pride week
- 79. Suggested addition to Toronto Pride event calendar – Fall event
- 80. The weekend preceding ‘Black & Blue’ festival (Montreal’s LGBTQ dance festival)
- 81. Event details:
- 85. Revenue Streams – Donations & Grants
- 86. Revenue Streams – Fundraising & Merchandise
- 87. 2012 & Beyond
- 89. Outlook Ahead
- 92. Revenue Streams – Donations & Grants
- 93. Revenue Streams – Fundraising & Merchandise
- 94. 2012 & Beyond
- 96. ‘Black & Blue’ not interested in tie-up with Pride Toronto
- 97. Pride Pin campaign – Not enough purchases
- 98. Pride Poster campaign – Posters not sold in significant quantity
- 99. International Grants not won by Pride Toronto
- 102. New committees formed – allocate resources to spearhead CGI recommendations
- 104. Not supporting political movement
- 105. Return to principles (celebration, information, education and culture)
- 106. Grassroots level support vs. Bigger is Better
Editor's Notes
- All right.We believe that the first most important thing we need to do here is re branding of Pride Toronto. Pride Toronto went through its best time in 1990s but current situation demands that we regain our old glory.Our goal is to provide a platform to the different voices within the LGBTQ communities and to spread awareness about our core values and commitment to LGBTQ communities. We also want to rebrand to an extent that pride toronto become pride of ontario.But how we do plan to do so?We believe that Pride Toronto needs to go back to its roots and embrace the genesis of Pride from the StoneWall Riots.One way we believe is by giving back to communities through scholarships for LGBTQ members and through educational events.A quick cost benefit analysis shows that with a small expense on scholarships, the benefits are phenomenal.We believe that feedback in terms of slogan competition capturing the root values of Pride Toronto will help us feel the pulse of LGBTQ members. Winner gets a spot in main float in Pride Parade and also gets Pride Credits. Now what is a pride Credit: Pride Credit would be a new program on lines with Airmiles where each gesture of participant would earn them credits which they can redeem for merchandise on Pride Toronto website
- President Obama has clearly demonstrated how social media can be utilized for the impact the mind space.But are we doing good here? We definitely notWe believe that by redesigning the multi-platform compatible apps and with search functionality would get more people to use the app. App is perhaps the best way to reach out to the younger generation. By fixing broken links on the website and by having engaging facebook and twitter pages and through live streaming of parade, we can bring more traffic on our pages.Another way to engage LGBTQ communities is to launch the viral campaign wherein LGBTQ members upload videos on what is the most important in this age.Video which gets the maximum likes gets a prize and each person who likes gets pride credit.
- Talking of advertising sales,Sales are determined by two factors: the no of hits and the cost per thousand hits. Re branding and revamped social media strategies would not only increase the hits on the website, but also help us charge premium prices for the hits per thousand ,contributing to our bottomline.