2. meet the
team
meet the
team AILEEN fERNANDEZ
Account Executive
Nathalie Padron
Public Relations Director
Danielle Gomez
Research Director Natalie Murias
Ad Copy Director
Karol Gomez
Art Director
Ashley Ramirez
Media Director
Anna Spencer
Sales Promotion Director
I AM SUPERCON | 3
3. MagicCity Media could not have made
this campaign possible without the help
of: the individuals who participated in
the focus groups and surveys, including
Miguel, Perry and Rich for the in-depth
interviews, Professor Robert Jaross,
Florida International University and a
special thanks to Florida Supercon.
I AM SUPERCON | 4
4. EXECUTIVE SUMMARY..........................................................7
RESEARCH ............................................................................8
Situation Analysis..........................................................8
• Secondary Research.........................................8
- Objectives ....................................8
- Company Analysis ........................8
- Product Analysis............................9
- Competitive Analysis....................10
- Pricing Analysis.............................14
- Analysis of past marketing
communication efforts .................14
• Primary Research..............................................15
- Objectives.....................................15
- Methodology.................................15
- Research findings, observations,
and implications...........................16
- Other primary research findings
and implications...........................17
-SWOT Analysis...............................19
STRATEGY..............................................................................20
• Target Market Profile........................................20
• Marketing Goal.................................................20
• IMC Objectives.................................................20
• IMC Strategies..................................................20
- WIIFM............................................20
- Image and reputation messages...20
- Creative Brief.................................21
I AM SUPERCON | 5
5. IMC TACTICS.........................................................................23
• Advertising Tactics............................................23
• Public Relations Tactics.....................................32
• Sales Promotion................................................35
• Event Marketing................................................37
• Social Media.....................................................39
• Partnerships......................................................42
IMPLEMENTATION................................................................44
•Implementation Schedule..................................49
•Budget...............................................................51
EVALUATION.........................................................................52
REFERENCES.........................................................................53
APPENDIX..............................................................................56
• Survey Screenshots...........................................56
• Survey Results...................................................64
• Additional Competitive Analysis.......................76
• Competitive Pricing Chart.................................80
• Radio Script.......................................................81
• TV Spot Storyboard...........................................82
• TV Spot Script....................................................84
• Media Pricing Sources.......................................86
• Suggestions for Future Conventions.................101
I AM SUPERCON | 6
6. • Can appeal to large audience and a
variety of niches.
• Friendly and fun atmosphere.
• Inclusive event.
• Cost effective tickets.
• Great coverage using local news.
• Active social media presence.
• Not enough exposure or
advertisements on college campuses.
• Additional costs of celebrity meet
and greets, food, parking and
merchandise.
• Negative feedback on Facebook
about celebrities cutting photo ops
short.
• Lack of food options,
lounging areas and eating
space.
• Potential to become the
largest event in South
Florida and the Southeast region.
• Ability to reach a large target market
• Growing interest in these events due
to trends in Hollywood films.
• Other Florida conventions with a
larger target audience.
• Limited coverage of the event on
South Florida campuses.
• Limited funds for advertisements on
bulletin boards.
• Misconceptions and negative
perceptions of the event.
SWOT
Strengths
Opportunities
weaknesses
Threats
SWOT ANALYSIS
I AM SUPERCON | 19
