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Pride Toronto – Infinite Possibilities<br />Out on Bay Street Case Competition 2011<br />1st October 2011Team ‘Womacked’Ro...
Agenda<br /><ul><li>Introduction & Executive Summary
Brand ‘Pride Toronto’
Revenue Streams – Donations & Grants
Revenue Streams – Fundraising & Merchandise
2012 & Beyond
Risks & Recommendations</li></li></ul><li>Introduction<br />Pramod Jindal<br />Girish Chhatwani<br />Caitlin Furtado<br />...
Executive Summary<br /><ul><li>Goal
Plan to achieve positive earnings for next 2 years
Drivers of Growth
Re-gain trust of grassroots LGBTQ community
Re-Brand ‘Pride Toronto’ – Slogan Competition, Viral Competition, Pride ‘Credits’
Revenue Streams – Donations, Grants, ‘Gain Pride’TM, Pride Posters, Fundraisers, New Sponsorship
Modest growth for 2012 – Cover expenses
Seeds planted now sprout later – Growth of ‘Pride Toronto’ brand
Risks
Local community can spur growth</li></li></ul><li>Short Term & Long Term Goals<br />2014$5 Million Revenue<br />
Agenda<br /><ul><li>Introduction & Executive Summary
Brand ‘Pride Toronto’
Revenue Streams – Donations & Grants
Revenue Streams – Fundraising & Merchandise
2012 & Beyond
Risks & Recommendations</li></li></ul><li>Re-Branding<br /><ul><li>Aim
To build awareness of the vision, values and mission of Pride Toronto
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Out On Bay Street Case Competition

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Award winning presentation aimed at sustainability of Pride Toronto

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  • 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.
  • Transcript of "Out On Bay Street Case Competition"

    1. 1. Pride Toronto – Infinite Possibilities<br />Out on Bay Street Case Competition 2011<br />1st October 2011Team ‘Womacked’Rotman School of Management – University of Toronto<br />
    2. 2. Agenda<br /><ul><li>Introduction & Executive Summary
    3. 3. Brand ‘Pride Toronto’
    4. 4. Revenue Streams – Donations & Grants
    5. 5. Revenue Streams – Fundraising & Merchandise
    6. 6. 2012 & Beyond
    7. 7. Risks & Recommendations</li></li></ul><li>Introduction<br />Pramod Jindal<br />Girish Chhatwani<br />Caitlin Furtado<br />Karan Bahety<br />
    8. 8. Executive Summary<br /><ul><li>Goal
    9. 9. Plan to achieve positive earnings for next 2 years
    10. 10. Drivers of Growth
    11. 11. Re-gain trust of grassroots LGBTQ community
    12. 12. Re-Brand ‘Pride Toronto’ – Slogan Competition, Viral Competition, Pride ‘Credits’
    13. 13. Revenue Streams – Donations, Grants, ‘Gain Pride’TM, Pride Posters, Fundraisers, New Sponsorship
    14. 14. Modest growth for 2012 – Cover expenses
    15. 15. Seeds planted now sprout later – Growth of ‘Pride Toronto’ brand
    16. 16. Risks
    17. 17. Local community can spur growth</li></li></ul><li>Short Term & Long Term Goals<br />2014$5 Million Revenue<br />
    18. 18. Agenda<br /><ul><li>Introduction & Executive Summary
    19. 19. Brand ‘Pride Toronto’
    20. 20. Revenue Streams – Donations & Grants
    21. 21. Revenue Streams – Fundraising & Merchandise
    22. 22. 2012 & Beyond
    23. 23. Risks & Recommendations</li></li></ul><li>Re-Branding<br /><ul><li>Aim
    24. 24. To build awareness of the vision, values and mission of Pride Toronto
    25. 25. Campaign Re-branding
    26. 26. Return to roots - “Celebration / Information / Education / Culture”
    27. 27. Highlight recognition of Stonewall Riots
    28. 28. Scholarship and Educational Events
    29. 29. Slogan Competition – root values
    30. 30. Winner – Spot on main float during Pride Toronto 2012
    31. 31. Participants get Pride ‘Credits’ – redeem at online merchandise store</li></li></ul><li>Social Media<br /><ul><li>Current status
    32. 32. Broken links on website 8
    33. 33. iPhone application rating 3.5 stars / 7 reviews
    34. 34. Pride Toronto on Facebook 3.0%
    35. 35. Pride Toronto on Twitter 1.5%
    36. 36. Suggestions
    37. 37. Redesign apps & Fix Website
    38. 38. Social Relations Committee – Facebook & Twitter
    39. 39. Live Streaming of Pride Toronto parade
    40. 40. Viral Campaign – Video of ‘LGBTQ Culture Today’
    41. 41. Prize for most ‘hits’ on Pride Toronto’s YouTube Channel
    42. 42. Participants get Pride ‘Credits’</li></li></ul><li>Advertising<br /><ul><li>Revamped social media strategies
    43. 43. Web Traffic Growth Estimate - 20%
    44. 44. Charge premium CPM
    45. 45. Cost per Thousand Impressions</li></li></ul><li>Agenda<br /><ul><li>Introduction & Executive Summary
    46. 46. Brand ‘Pride Toronto’
    47. 47. Revenue Streams – Donations & Grants
    48. 48. Revenue Streams – Fundraising & Merchandise
    49. 49. 2012 & Beyond
    50. 50. Risks & Recommendations</li></li></ul><li>Beverage Garden Admissions & Donations<br /><ul><li>Beverage garden voluntary admission amount
    51. 51. Giving people the choice to pay what they want, half going to charity (AIDS foundation)
    52. 52. Why would people pay more?
    53. 53. Moral Grounds
    54. 54. Sense of responsibility
    55. 55. Donations - Reaching out to community
    56. 56. People to donate money for a Pride pin</li></li></ul><li>Beverage Garden Admissions & Donations<br />Amusement Park Study with 113,047 riders<br />
    57. 57. New Grants<br /><ul><li>2011 Ontario Tourism Event Markteing Partnership program
    58. 58. 2012 - Eligible for $200K - An existing event using a new advertising medium
    59. 59. 2014 - Eligible for $200K - New event
    60. 60. Domestic Grants ($15,000 - $20,000)
    61. 61. Community One Foundation
    62. 62. Lambda Foundation
    63. 63. International Grants ($195,000 - $245,000)
    64. 64. Astraea Lesbian Foundation for Justice
    65. 65. Funding Exchange
    66. 66. Overbrook Foundation
    67. 67. The Aurora Group
    68. 68. Queer Youth Fund</li></li></ul><li>Agenda<br /><ul><li>Introduction & Executive Summary
    69. 69. Brand ‘Pride Toronto’
    70. 70. Revenue Streams – Donations & Grants
    71. 71. Revenue Streams – Fundraising & Merchandise
    72. 72. 2012 & Beyond
    73. 73. Risks & Recommendations</li></li></ul><li>Merchandise – ‘Gain Pride’<br /><ul><li>New merchandising brand - ‘Gain Pride’TM
    74. 74. Along lines of Campaign ‘Red’
    75. 75. Limited editions / Premium Prices</li></li></ul><li>Merchandise – ‘Gain Pride’<br />
    76. 76. Merchandise – ‘Gain Pride’<br /><ul><li>‘Gain Pride’TMPoster
    77. 77. Crate & Barrel 2011 campaign</li></li></ul><li>Fundraising & Events<br /><ul><li>Current Situation
    78. 78. Pride Toronto - 5 major events, 2 during Pride week
    79. 79. Suggested addition to Toronto Pride event calendar – Fall event
    80. 80. The weekend preceding ‘Black & Blue’ festival (Montreal’s LGBTQ dance festival)
    81. 81. Event details:
    82. 82. 2 day event with a conference and rave</li></li></ul><li>New Sponsorship<br />
    83. 83. Agenda<br /><ul><li>Introduction & Executive Summary
    84. 84. Brand ‘Pride Toronto’
    85. 85. Revenue Streams – Donations & Grants
    86. 86. Revenue Streams – Fundraising & Merchandise
    87. 87. 2012 & Beyond
    88. 88. Risks & Recommendations</li></li></ul><li>Bottom Line – Financial Statement(Projected)<br />
    89. 89. Outlook Ahead<br />
    90. 90. Agenda<br /><ul><li>Introduction & Executive Summary
    91. 91. Brand ‘Pride Toronto’
    92. 92. Revenue Streams – Donations & Grants
    93. 93. Revenue Streams – Fundraising & Merchandise
    94. 94. 2012 & Beyond
    95. 95. Risks & Recommendations</li></li></ul><li>Risks<br /><ul><li>Unable to win back trust of LGBTQ community
    96. 96. ‘Black & Blue’ not interested in tie-up with Pride Toronto
    97. 97. Pride Pin campaign – Not enough purchases
    98. 98. Pride Poster campaign – Posters not sold in significant quantity
    99. 99. International Grants not won by Pride Toronto
    100. 100. Lose ‘City of Toronto’ and/or Ontario grants</li></li></ul><li>Recommendations & Conclusions<br /><ul><li>Community Advisory report
    101. 101. Resources / Infrastructure
    102. 102. New committees formed – allocate resources to spearhead CGI recommendations
    103. 103. Pride Toronto Statement
    104. 104. Not supporting political movement
    105. 105. Return to principles (celebration, information, education and culture)
    106. 106. Grassroots level support vs. Bigger is Better
    107. 107. Challenging, but possible
    108. 108. Restructure and capitalize on Pride Toronto Values</li></li></ul><li>Questions & Discussion<br />Questions / Discussion?<br />

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