This digital marketing plan provides strategies to promote the Gateway Orlando Chalk Art Festival. The plan analyzes the target audience as families in the Gateway District area with average incomes of $32,000. Goals are to showcase diversity, promote local businesses and artists. Tactics include a 30-day Instagram countdown, 3-day artist profiles on social media, printed flyers distributed locally. The 10% budget will be used for printed collateral while 90% focuses on social media promotion through Instagram, Facebook and videos on YouTube. The objectives are bringing awareness to local shops and culture, and promoting arts and talents in the district.

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Gateway Orlando
Digital Marketing Plan
By Hunter Crabtree
Marcela Flores
Darius Boatner
Georgii Baklanov
February 24, 2019

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Table of Contents
1.0 Executive Summary-------------------------------------------------------------------------------------------------- 3
2.0 CompanyEventOverview------------------------------------------------------------------------------------------4
2.1 CompanyDescription-------------------------------------------------------------------------------------------4
2.2 EventDescription------------------------------------------------------------------------------------------------4
3.0 SituationAnalysis-----------------------------------------------------------------------------------------------------4
3.1 Geographical Overview-----------------------------------------------------------------------------------------4
3.2 Economical Factor------------------------------------------------------------------------------------------------4
4.0 MarketingAnalysis----------------------------------------------------------------------------------------------------5
4.1 Target Audience---------------------------------------------------------------------------------------------------5
4.2 ClientPersonas----------------------------------------------------------------------------------------------------5
4.3 Competitive Analysis---------------------------------------------------------------------------------------------5
4.4 SWOT Analysis-----------------------------------------------------------------------------------------------------6
5.0 Objectives----------------------------------------------------------------------------------------------------------------6-7
6.0 Planof Action-----------------------------------------------------------------------------------------------------------7
6.1 SEO/SEM------------------------------------------------------------------------------------------------------------7
6.1.1 H1 and H2 Tags-------------------------------------------------------------------------------------------------7
6.2 Social MediaPromotion----------------------------------------------------------------------------------------8
6.2.1 Instagram--------------------------------------------------------------------------------------------------------8-9
6.2.2 Facebook--------------------------------------------------------------------------------------------------------9
6.2.3 Additional Consideration------------------------------------------------------------------------------------9
6.3 Otherpromotions-----------------------------------------------------------------------------------------------9
7.0 References-------------------------------------------------------------------------------------------------------------10
8.0 Appendence-----------------------------------------------------------------------------------------------------------11

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1.0Executive Summary
The digital marketing plan includes background information, event details, tactics,
and strategies used to achieve the plan of action. Gateway Orlando is a non-profit
organization who runs the Gateway District also known as the South Semoran
Boulevard area. The company’s main goal is help local small businesses strive
throughout the community and bring awareness to the diverse culture that the area
has to offer.
The three main goals that our client requested for this marketing plan is; to bring
awareness to the Gateway area, bring the community together, and demonstrate the
diverse culture within the area. These goals are covered throughout the plan by going
over the SWOT analysis of the company in a whole, demonstrating the four key
areas: strengths, weakness, opportunities and threats. Digital marketing and the
utilization is an issue of this project because of the small amount of time the company
has to advertise for this event. Additionally, the client wanted ideas on how the can
create and startup social media sites for the chalk art festival itself and unique tactics
that can help spread the word and keep being involved within the community.
After going over all our options we have decided for our client to focus 90 percent of
their efforts on social media and promotions including creating a thirty-day Instagram
event countdown that each day post or reveals something new about the festival that
hasn’t been released yet. Next, would be creating a three-day informative post about
the artists that are appearing in the festival and give facts about the artist and show
off some of their past work in order to establish a connection to them.
The other ten percent of the companies effort will be focused on taking advantage of
the connection within the Orlando Committee to print out physical collateral for free,
making it an effective tool to go around to all the local small businesses getting
permission to distribute the flyers within the area as well as going to all the local
schools within the district and neighboring districts and spreading the word about the
Chalk Art Festival.
Overall these are some of the topics that are covered within this digital marketing
plan for our client Gateway Orlando.

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2.0 Company Event Overview
These first 3 sections are going to discuss our client Gateway Orlando’s Event
Description, Overview, and Company Mission.
2.1 Company Description
Gateway Orlando is a Non-Profit Organization who strives to help build the gateway
districts local business flourish and succeed within the area. Gateway Orlando also
is also very proud to say that they have the Safest District within the area making it a
well-known attraction area to hold events
2.2 Event Description
The Chalk art Festival is going to be a first within the area and hoping to make this a
tradition. The Chalk Art Festival is all about bringing the community together in such
a diverse culture and ethnicity to make an appreciation for the diversity. The Three
goals that are aimed towards this are as follows the first goal is to focus and project
the diversity of the community. The second goal is to show off the beauty of the
area. The third goal includes the amount of diversity within the culture and show
everyone a little taste of everything that Gateway Orlando has to offer.
3.0 Situation Analysis
This Section will discuss the geographical and environmental factors within
Gateway Orlando and ways they can overcome these challenges
3.1 Geographical Overview
Gateway Orlando is a prime location in Southeast Florida and is connected to two
major airports making it a very hot section for people to pass through making it a
great area for events to be held. South Semoran Boulevard which is the area
Gateway Orlando runs is one the main roads that connects all the main areas within
the district and a hot route to get into downtown Orlando. South Semoran Boulevard
has over 500 business over 12,000 houses, 2000 plus hotels and 100 plus
restaurants that reside within the Semoran Corridor making it a great place to dive
into its rich culture.
3.2 Economical Factor
The average income within the Gateway District is 32,000 annually and majority of
the demographics are single mothers. Majority of the events and festivals held in the
Orlando area can be expensive, making it difficult for the members of the community
to attend. This makes the Chalk Art Festival something the community can look
forward to attending since it is affordable and includes child-friendly activities.
4.0 Marketing Analysis

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This section is an overview of the customers we are targeting to promote the event too.
It will also include the description of a typical customer and possible competitors
towards the Chalk Art Festival.
4.1 Target Audience
Gateway Orlando is targeting twenty-five to thirty-five-year old for the Chalk Art Festival
whom reside inside the Gateway District. These residents are mostly single mothers
with an average income of thirty-two thousand per year, who are looking for
entertainment they can afford.
4.2 Client Personas
Thirty-two-year-old, Susan, is a single mother and has two kids (ages six and ten) and
lives in the Park East Apartments inside the Gateway District. Susan loves
entertainment and going out when she can afford it. Spending time with her kids is very
important to her and tries to do at least one thing a month with them. Susan has a
income of thirty-five thousand per year and is looking to find an annual event that she
can attend every year.
Thirty-year-old, Josh, who is married and has one kid (age five), lives on Curry Road
just outside of the district. Josh loves the arts and is looking to find a local event that he
can take his family to and get them involved without breaking the bank. Josh’s annual
income is thirty-five thousand and wants to teach his kids art history and culture.
Twenty-nine-year-old, Maria, moved here from Cuba a few years ago and loves to learn
about other cultures and connect it with her art. She has opened her own art store
within the Gateway district and wants to connect locally with other artists and learn
about the culture within the area.
4.3 Competitive analysis
The only competition of the Chalk Art Festival has that weekend of the 30th of March is
the Winter Park Farmers Market. Although it’s on the same weekends has the Chalk Art
Festival is a different type of event. The indirect competition that the Chalk Art has is the
other Chalk Festivals within the area such as Winter Park Art Festival, Central Park.
4.4 SWOT Analysis

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Strengths the Chalk Art Festival has many strengths that make the event more
prominent than others. For example, the festival does not have entrance fee, attracting
more residents from the Gateway district. Also, the event includes a wide variety of
artists and different cultural vendors.
Weaknesses Gateway Orlando’s lack of social media outreach is the main weakness of
the Chalk Art Festival. Since the company is only based on Facebook, they are only
targeting a small group of individuals. If the company branched out to other social media
websites and increased the content of those pages, it could increase the attendance of
the festival itself. Also, the company is only given a five- hundred-dollar budget for the
event, making it difficult to advertise and still properly prepare for the event itself. This
lack of budget and advertising could be a result of the events lack of sponsors, making
g it harder to achieve their goals and objectives of the Chalk Art Festival.
Opportunities the Chalk Art Festival has an unlimited amount of opportunities in the
Gateway district. Since the festival is new to the area, the company may be able to
create longstanding relationships with the community and local vendors. It can also
bring more acknowledgement to the district encouraging other companies to host
events here as well. Also, the residents of the district may enjoy the event so much it
can become an annual event, expanding more each year.
Threats Since this is the first Chalk Art Festival in the Gateway District, the company is
unable to properly plan for food and other supplies need for the event. If the company
orders to little, they won’t have enough to provide for the customers. If they order to
much, they risk going outside their budget or being overstocked in supplies. Also, due to
the lack of publication regarding the event, the company risks the chance of low turn-out
rate.
5.0 Objectives
The objectives for the Chalk Art Festival is to remain well organized and structured, but
still can adjust and alter any decisions or policies. The Three main Objectives that were
given to achieve is as follows: First, “Bring Awareness to local Mom and Pop shops”,
allowing the businesses to profit off the festival and increase their own network. Second,
“Bringing awareness to the Gateway Districts diverse Ethnicity and Culture
backgrounds.” Since the district is well diverse including Hispanic, Cuban, Caucasian
and Asian backgrounds it can encourage more growth and development within district.
Lastly, “bring awareness to arts and local talents inside of the district.” The district has a
large amount of diversity, which results in many different businesses and art styles. The

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Chalk Art Festival will allow these artists and businesses to promote their work in an
affordable way leading to future prosperity of the community.
6.0 Plan of Action
This section is going to cover how to execute the marketing plan and suggestions for
the Chalk Art Festival to meet expectations.
6.1 SEO/SEM
The main issue on the website is that the description of the event doesn't have relevant
keywords. Meta tags are derived from the info of the website which is adequate. Most
common keywords are not appearing in one or more of the meta tags. (sitechecker.pro)
Primary key words should appear in website’s meta tags to help identify the topic of the
web page to search engines. From the key word cloud test the most common key words
from the festival’s website are: “button”, “description”, “getaway”, “Orlando” which
should be fixed and added different keywords, for example: “art”, “festival”, “event”.
6.1.1 H1 Heading and H2 Tags
"Faces & Places of the World"
● Are present <h1> multiple inside of your page. This could adversely effect on
your indexing:
● <h1>MARCH 30, 2019 10:00 am - 5:00 pm</h1>
- Website should have only one H1 tag. If you have more than one H1 tag on a page,
change the other H1 tags to an H2 or H3;
- H1 tag should be at the top of the page content (above any other heading tags in the
page code).
There should be more social media plugins on the website. (seositechecker.com)
6.2 Social Media Promotions
The Digital media for promotion for the Chalk art festival includes the following websites;
Chalk Art Festival Orlando website, Florida Chalk Artist Association, Orlando Weekly,
and Event Brite. These were found by typing; “Event happening in Orlando in March”,
“Chalk Art Festival Orlando”, Art festivals in Orlando March”.

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There are many more places where the Chalk Art festival can promote that is
inexpensive and easy to find, and the only thing that they need is their event information
and link to the Chalk Art Festival Website (clickorlando.com)
The Gateway District app has just a basic information about the event, however it does
not have the details necessary for the day of the Event, and it redirects you to the online
website. The time, day, and address should be included in the app and all the
information about the artist.
6.2.1 Instagram
In order to effectively communicate with our target audience, campaigns on
Instagram will be beneficial. Campaigns are a creative way to connect with specific
groups within our target audience that will allow for our promotions to resonate. There
will be three different series of post to help bring awareness to the Community Chalk Art
Festival: event countdown, introduction to artists and partnerships, and creative stories.
The event countdown will begin 30 days before the event.
(Instagram.com/thechalkteacher) The post will display a unique chalk art sample with
the appropriate amount of days left until the festival. Posting this countdown at a
consistent time every day would be ideal. (Instagram.com/annamacorlando.com)
Next is the introduction of each artist and partnership. Our attendees need to get
excited about what they are participating in. The best way in doing that is showing them
what we are offering. Three times a week, leading up to the festival, we will post a new
artist and/or partnership. This will be delivered in a consistent theme, with same
background/borders to clearly identify that it’s an artist/partnership introduction. The
caption will give a brief biography and accolades of each person, then informing
attendees where they can be found at the festival (if permitted).
Lastly, activity on the story is very important. It allows your following to have several
chances to see your account throughout the day. With just a post, this can be very hard
because if the algorithms don’t add up then our following won’t see our post right away.
On our stories, we will post art samples and allow for our followers to vote on their
favorite, using the Instagram poll feature. We will also hold Q&A sessions on from the
stories once a week. This will clear up any confusion about the event directly and give
any additional, exciting detail about what to expect
6.2.2 Facebook
Facebook is the social media for our older market who just want straight-forward
information about the event. We use Facebook to promote each artist and the venders
in their entirety. This will be the hub for daily, specific introductions of who will be seen
at the festival. Since Facebook allows several pictures in one post, when introducing an

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artist, we will include multiple examples of their artwork to display their talent. The posts
will also give a detailed bio to inform who/what the artist/vender is.
6.2.3 Additional Consideration
Additional considerations for social media promotion will be YouTube and Twitter.
YouTube will be used for post-event content, where we showcase what transpired at the
Community Chalk Art Festival. Twitter will be used for everyday discussion regarding
the event. We will ask questions and post updates to receive feedback and morale
leading up to the date.
6.3 Other Promotions
Reality is, not everyone in the Gateway community is active on social media. To reach
the people that may not follow Gateway Orlando, digitally, printed media will be very
valuable. Flyers will be created, providing date, time, location, brief artist details,
activates, and more. Flyers will be posted in majority and the business in the Gateway
Orlando community. They will also be on display at all the schools in the area. This will
be displayed on a colorfully edited presentation
7.0 References
(n.d.). Retrieved from https://sitechecker.pro/seo-
report/https://www.artatgateway.com/

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Anna McCambridge-Thomas(@annamacorlando) •Instagram photosand videos.
(n.d.). Retrieved from https://www.instagram.com/annamacorlando/
Best Sidewalk Art and Chalk Festivals in Florida. (n.d.). Retrieved from
https://www.visitflorida.com/en-us/things-to-do/arts-history/sidewalk-art-chalk-
festivals-florida.html
CommunityChalk Art Festival. (n.d.). Retrieved from
https://www.eventbrite.com/e/community-chalk-art-festival-tickets-55910630200
Leigh Alfredson (@thechalkteacher) • Instagram photosand videos. (n.d.).
Retrieved from https://www.instagram.com/thechalkteacher/
SeoSiteCheckup Score: (n.d.). Retrieved from https://seositecheckup.com/seo-
audit/www.artatgateway.com
Winter ParkSidewalk Art Festival. (n.d.). Retrieved from
https://10times.com/sidewalk-art-festival

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