Final Assignment for Project & Portfolio IV class

1. Kiwanis Karing Festival Marketing Plan
February 17, 2022

2. Table of Contents
1.0 Executive Summary 3
2.0 Market Analysis 3
2.1 Area Demographics 3
2.2 Psychographics 4
2.3 Target Market 4
3.0 Plan Objectives 4
4.0 Promotion/Advertising 5
4.1 Paid Promotion 5
4.1.1 Local News Station 5
4.1.2 Local Radio Station 5
4.1.3 Digital Billboard 5
4.1.4 Flyers 6
4.2 Facebook 6
5.0 Vendors 7
6.0 Budgeting 7
7.0 References 9
8.0 Appendices 11

3. 1.0 Executive Summary
The Kiwanis Karing Festival is an event that helps with fundraising to support the
Kiwanis Club and Halifax Health Hospice Care. The Kiwanis Club is a community
service organization where people come together to serve the needs of children in
Central Florida. The Halifax Health Hospice Care provides professional life care to their
patients and honors their wishes and assists them in celebrating their lives.
The purpose of this report is to demonstrate and provide a plan for Kiwanis Karing
Festival to receive donations and attract more people to the event. The research shows
the analysis of the target market where we show the area demographics,
psychographics. The plan objectives describe the client’s goals. To accomplish these
objectives, exemplifying different kinds of promotion/advertising is a must. Establishing
and creating a marketing budget for the client to break down all the costs that would be
needed to execute this plan.
2.0 Market Analysis
2.1 Area Demographics
There are a total of 22,692 residents in Avalon Park. Of this, 50.78% of residents are
males and 49.22% are females. US-born citizens make up 77.18% of the resident pool
in Avalon Park, while non-US-born citizens account for 15.11%. 51,777 people or 27.8%
of Orlando are 35-54 years old. A little over a quarter of the residents in Avalon Park
match our target audience for the Kiwanis Karing Festival, and allows us to narrow
down who we are marketing to. Knowing the demographics of the Avalon Park area will
help in deciding what promotion and advertising methods to use.

4. 2.2 Psychographics
The target audience lives in a city that is full of any kind of entertainment. Being a city
with a variety of cultures it has many people with different interests but at the end their
common denominator it’s always entertainment. These people’s most common jobs in
this area are Sales & Related Occupations, Management Occupations, Office &
Administrative Support Occupations. Compared to other places, these people have an
unusually high number of Arts, Entertainment & Recreation popularity. The most
popular major in the area is Liberal Arts & Science. One sign of the region's tolerance
and progressive outlook is its acceptance of the LGBT community neighborhood.
2.3 Target Market
The research done on the Avalon Park area shows the target market for the Kiwanis
Karing Festival is 35-50-year-old parents, median household income or around $60,000
annually, and have children under the age of 16. These parents ideally still have their
own parents alive and are looking for a fun family outing to attend.
3.0 Plan Objectives
The client’s main objective to ensure the Kiwanis Karing Festival is successful is
receiving a sufficient amount of donations for fundraising efforts at the event. In addition
to receiving donations, the secondary objective of having a successful festival is
ensuring there is a large number of attendees at the event in order to make Halifax and
Kiwanis known amongst the local communities. To ensure these objectives are
accomplished, the client will need the help of volunteers to work the festival. Finding
volunteers within the community or online is another necessary objective required to
ensure the festival is a success.

5. 4.0 Promotion/Advertising
4.1 Paid Promotion
4.1.1 Local News Station
Local news stations and television channels would be a great platform to promote the
festival to residents in the area. A fantastic option for working with a local television
station is WESH 2 in Orlando. WESH 2 is affiliated with NBC and is owned by Hearst
Television. What’s fantastic about WESH and Hearst Television is that they have a
website and service dedicated to helping companies advertise in the Orlando area.
They offer on-air TV advertising, digital advertising online, and custom native
advertising. PSA’s are a way to help ensure advertising on the local news is a success.
There is a chance that an editor or station manager working for the news station is also
a member of the Kiwanis Club. Having an employee at the news station be a member of
the Kiwanis Club would help the PSA be shown on air. 28% of Americans ages 30-49
and 47% of Americans ages 50-64 watch local television news (Matsa, 2018). While
these percentages aren’t anything substantial, the fact remains that local news stations
are an easy way to create awareness for the festival to residents in the area.
4.1.2 Local Radio Station
Radio promotion would also be a fantastic way to reach out to our target audience. 59.6
million adults in the age range of 35-49 are reached through radio each month (News
Generation, 2019). One of the local radio stations that would be ideal to target is the
Newsradio Orlando WFLA. In addition to having a PSA on a local news station, a PSA
on this radio station would benefit the promotion of the festival. This station would be a
cheap and easy way to help create awareness for the festival.
4.1.3 Digital Billboard
Digital billboards are often considered one of the most efficient advertising techniques.
There are no printing expenses for vinyl or other poster materials with digital displays.

6. Because the advertisement is only an image shown on a widescreen, there is no need
to worry about printing quality or weather damage. Digital advertising is a fantastic
approach to ensure that their ad is not only seen but also keeps their audience's
attention. Because digital ads are typically placed along the busiest roadways and
highways, the number of people who see their ad will be far higher than if they used a
traditional billboard.
4.1.4 Flyers
Flyers, especially for promoting events, are one of the most versatile and successful
marketing tools. They can instantly express messages and persuade customers to
attend an event. The flyer has the advantage of being tangible or perceptible, which
means the customer can physically carry it. What will people do if they are strolling
along the street or visiting a mall and someone hands them a Kiwanis Karing Festival
flyer? Take a look at it first. They will read the text if it appears to be appealing. As a
result, a well-designed and produced flyer can make a big impression on a consumer.
The customer determines whether or not to read the flyer further based on its
distinctiveness.
4.2 Facebook
Facebook is the main social media platform that will be used to promote the festival
online. There are many reasons why Facebook is a fantastic platform to advertise on for
this event. Facebook is by far the most popular platform used among parents. Almost
three-quarters or 74% of online parents use Facebook (Duggan et al., 2015). Tapping
into local Facebook groups and promoting the festival directly to people involved in the
Avalon Park community would be a great way to get people committed to attending. It
will be easier to convince people to come to the festival by directly communicating with
active community members in these Facebook groups. A potential Facebook page to
reach out to is Stuff to Do in Orlando. This page has over 100,000 followers and are
active in posting current and upcoming activities in the Orlando area. Getting this page
to promote the festival would garner positive results in obtaining more attendees for the

7. event. Another Facebook page that would help promote the festival is Avalon Park
Orlando. This page has over 20,000 followers and regularly posts local events,
businesses, and even highlights community members. It would make the most sense to
promote the festival on this page because the festival will be in Avalon Park. On the
other hand, the current Kiwanis Karing Festival Facebook page offers plenty of room for
new and exciting content. The Facebook page currently shows an event date of October
23, 2021. In addition to updating the date on the Facebook page, more content could be
added to help promote the festival. This could include more digital flyers, short videos,
or more posts discussing the event. (See Appendix A)
5.0 Vendors
Promoting the festival with the help of vendors is an important aspect that will help
make the event a success. The vendors attending the festival will be local businesses
that are already involved in the Avalon Park community. The focus of this festival is to
work with family-owned businesses within the area. Family-owned businesses would be
great to work with because they would help build and establish trust for the festival. In
fact, it’s been proven that family-business branding builds trust according to a report
conducted by Kennesaw State University, which surveyed the 25 largest family
businesses in each of the 21 top global markets. The report states, “Seventy-six percent
of companies surveyed report that they refer to themselves as a family business in their
marketing materials to establish a strong identity, differentiate, and build trust with
customers and employees'' (Harvard Business Review, 2015). The hope is that family-
owned businesses will bring their large families and loyal customers to attend the
festival, which will result in more attendees at the event. In addition, sending out flyers
to the vendors' businesses and asking them to help promote the festival will attract more
attendees to the event.
6.0 Budgeting
Advertising costs, rates, and pricing in Florida vary by area, but they are inexpensive
and manageable with a smart media plan. In the state of Florida, you can advertise

8. statewide or in specific cities. A 30-second radio ad in the AM time slot would cost
approximately $203 in the Orlando area depending on the radio station (Main, 2021).
Flyers can be printed in bulk for a low cost. 1,000 glossy flyers can be printed for under
$110 with companies like 55printing. On a CPM basis, outdoor advertising is less
expensive than radio, television, or print. Companies such as Blip offer effective digital
billboard advertising at a low cost, starting at only $5 a day during mixed peak/off-peak
hours of the day. (See Appendix D) Partners and sponsors of the Kiwanis Club can
assist in paying for the paid advertising methods which include news, radio, billboards,
and flyers.

9. 7.0 References
Advertise With Us in Orlando, Florida. (n.d.). WESH.
https://advertise.wesh.com/?_gl=1*1p7tgun*_ga*MjEzNDY1ODAxLjE2NDUxNDU
yODE.*_ga_VGZRTBQ1MV*MTY0NTE0NTI4MC4xLjEuMTY0NTE0NTMzNC42
Billboards in Orlando, FL | BillboardsIn.com. (n.d.). Billboard in My City.
https://www.billboardsin.com/florida/orlando/#:%7E:text=On%20average%2C%2
0local%20advertising%20in%20Orlando%2C%20Florida%20costs%20%24600%
2D%2446%2C660
Data USA. (2022). Orlando, FL. https://datausa.io/profile/geo/orlando-fl/
Duggan, M., Lenhart, A., Lampe, C., & Ellison, N. B. (2015, July 16). Main
Findings. Pew Research Center.
https://www.pewresearch.org/internet/2015/07/16/main-findings-
14/#:%7E:text=The%20most%20popular%20platform%20among,66%25
Hall, C., & Astrachan, J. (2021, August 30). Study: Customers Really Do Trust
Family Businesses More. Harvard Business Review.
https://hbr.org/2015/04/study-customers-really-do-trust-family-businesses-more
Matsa, K. E. (2018, January 5). Fewer Americans rely on TV news; what type
they watch varies by who they are. Pew Research Center.

10. https://www.pewresearch.org/fact-tank/2018/01/05/fewer-americans-rely-on-tv-
news-what-type-they-watch-varies-by-who-they-are/
Main, K. (2021, June 21). Radio Advertising Costs: A Simple Guide to Ad Spend.
Fit Small Business. https://fitsmallbusiness.com/radio-advertising-costs/
Radio Facts and Figures | News Generation | Broadcast Media Relations. (2020,
January 22). News Generation, Inc. https://newsgeneration.com/broadcast-
resources/radio-facts-and-figures/
U.S. News and World Report. (2022). Orlando, Florida.
https://realestate.usnews.com/places/florida/orlando

11. 8.0 Appendices
Appendix A: Editorial Calendar
Appendix B: Advertising Channel Breakdown

12. Appendix C: Facebook most used social media among U.S. adults

13. Appendix D: Digital Billboard Pricing in Orlando
Appendix E: Promotional Media Mock Up
https://www.dropbox.com/s/nhmf1l0bvf0j7kp/First%20Content%20Wk3.mp4?dl=0