2. Penn’s Colony Festival
Marketing Plan
IMC 371
October 04, 2014
Sean Brett . Kristen Chrzanowski . Kiara Fisher . David Viano
3. Company Overview
● The Penn’s Colony Festival
● Wine Time Event
● Other Services
4. Ultimate Goal
● Provide an IMC Plan that will help,
– increase attendance during events
– Raise overall annual revenue
5. Situation Analysis
● The current strategy
– Two Events/Festivals that are the main source of income
– Advertise through brochures, flyers, and TV/Print media
– Facebook and Twitter business page and a website
– Relies on word-of-mouth
6. S.W.O.T.
● S-Strengths
– Affordable family experience
– Over 30 years of business
– Handcrafted and one of a kind products and goods
– Over 150 vendors providing a diversity of merchandises
– Re-enactments are enriched in historical culture of the
area
7. S.W.O.T.
● W-Weaknesses
– Online presence is small
– Dated brochures, posters, and TV ads
– There are no promotional items that represent the brand
– Minute reach outside the neighboring areas
– Lack of Diversity
8. S.W.O.T.
● O-Opportunities
– Large population of possible new customers
– Potential big group of young families
– The value of selling advertising space on their brochures,
flyers and website
– There are a variety of opportunities to rent the grounds
9. S.W.O.T.
● T-Threats
– The weather
– Sporting events
– Other craft/art shows compete with vendor availability
– Competing for attendants with other festivals
11. Campaign Objectives
● Increase brand awareness
● Increase profits
● Create more value to organization
12. Strategy and Tactics
● Media
● Web
● Merchandise
● Promotions
● Off-season
● Additional Attractions
13. Media
● Radio
– Effective and less costly
– KDKA-AM and WDVE-FM
– Pandora Internet Radio
14. Media
● Brochure
– Updating to full color
– Simplified informative copy
– Incorporating Hashtag
15. Web
● Website
– Responsive Website
– Weakly/Monthly Updates
● Penn's Colony Blog
● Featured Artisan
16. Social Media
● You are the Voice
● Hashtag #PennsColony
● Increase Engagement
– 4 Pack Ticket Give Away
– Ask for pictures
17. ● Hootsuite
– Manage all accounts in one place
– Schedule Posts
– Basic Analytics
– Free/Low Cost
18. Merchandise
● Custom T-Shirt
– 150-200 custom made shirts
– $4.64 per shirt/ total of $928
– Sell them at the festival for
$20 a piece
19. Souvenir Photo
● Designated Photo Area
● Equipment Necessary
– Professional quality camera
– photo printer
– replacement ink for printer, and photo paper
● Totaling Around $2500
20. Promotions
● “Family 4 Pack” promotion
– $30 coupon for two adult and two child admissions
– Free VIP parking
21. Off-Season
● Ground Rentals
– Self-promotions
– Banner displays during other events
– Affordable and easy
– Costs start at $9 per banner
22. ● Wedding Expos
– Benefits of promoting in person
– Vendor prices range from $100-$300
– Admission is Free
23. Additional Attractions
● Craft Beer
– Bring more attention to the festival
– Sticks with the theme of Penns Colony
– Sample size portions to still keep the event
family friendly
– Cross promotions with “Craft Beer Week”
and local, independent breweries
– Fourteen breweries located in Pittsburgh
alone
24. Thank You!
At this time we'd like to
answer any questions
