The document outlines a multicultural event marketing plan for the San Francisco market, targeting millennials, with a focus on brand awareness, lead generation, and customer engagement. It includes a detailed calendar of events, budget management strategies, and staffing details. Various marketing techniques such as QR code marketing and cross-media branding are highlighted to enhance outreach and relevance.

1. San Francisco MarketMULTICULTURAL EVENT MARKETING PLAN
B Y C L A U D I A M O N R O Y - W U

2. Agenda
 Target Audience & Trends
 Event Marketing Goals
 Strategic Planning
 SF Events Calendar
 Budget Management
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3. Target Audience
1.3 Trillions (Annual spending) | 18 to 34 years (born 1980-2000)
Source: Pew Research, 2010 | Accenture, 2013 3

4. Millennials Language/Ethnicity
a multicultural and polyglot approach
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5. Millennials Social Usage Behavior
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6. Event Marketing Goals
1) Brand Awareness
2) Generate Leads
3) Customer Engagement
- Existing and Prospects / Education – product & services
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7. Strategic Planning
cross-media, channel, device branding
BRAND AWARENESS LEAD GENERATION CUSTOMER ENGAGEMENTS
QR CODE
Marketing_SF Marketing_SF
RSVP Platforms
Before, During, After
Consumer Marketing: reach(social networks/mobile) | relevance(friends) |reputation(social)
relation(dialogue) |referral (Fr&Fm)
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8. JANUARY FEBRUARY MARCH APRIL MAY JUNE
JAN/FEB
Tet Festival (veterans)
Chinese New Year Festival
and Parade (February)
FEB 7-19
SF Beer Week
MAR 16
St. Patrick’s Day Festival
APR 12-13
Cherry Blossom Festival
APR 25-MAY 9
SF International Film Festival
Bay to Breakers, 110K
(3rd Sunday)
Carnaval San Francisco
(Last weekend)
Cinco de Mayo
(weekend before May 5)
MAY 17
Asian Heritage Street
Celebration
JUN 1-2
Union Street Festival, 100K
JUN 22 – Aug 24
Stern Grove Festival
JUN 28-29
San Francisco Pride
JUN 8
Haight Ashbury Street Fair
JULY AUGUST SEPTEMBER OCTORBER NOVEMBER DECEMBER
JUL 6-7
Fillmore Jazz Festival , 100K
JUL 19-20
POP SUMMIT FESTIVAL, 60K
AUG 2-3
Nihonmachi Street Fair, 30K
AUG 16
SF Food Street Festival
AUG 17, SEPT 14, OCT 11
Etsy - Urban Air Market
SEPT 13-14
Ghirardelli Square Chocolate
Festival
SEPT 15 – Oct 15
Hispanic Heritage Month
SEPT 17-28
Polk Street: Blues Festival
SEPT 19-21
Oktoberfest By The Bay
SEPT 29
Folsom Street Parade, 400K
OCT 3-5
Hardly Strictly Bluegrass
OCT 5
Castro Street Fair
OCT 9-13
Fleet Week (military)
OCT 19-20
Treasure Island Music Festival
NOV 2
Día de los Muertos
Nov 12-14
San Francisco Green Festival
DEC 31
Sea of Dreams Event
SF Events Annual Calendar | 2014
the city’s most popular festivals, fairs and parades
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9. SF Bay Area’s Weekly Events
the most popular food and street fairs
WEEK DAY EVENTS
MONDAY Off the Grid - Hayward |5pm-9pm (8T)
TUESDAY Off the Grid - Serramonte|5pm-9pm (14T)
WEDNESDAY Off the Grid - North Beach|5pm-9pm (8T)
THURSDAY Off the Grid - Upper Haight |5pm-9pm (13T)
FRIDAY Off the Grid - SF Fort Mason| 5-11pm ** (32T)
SATURDAY
Off the Grid - Alameda |11am-3pm (9T)
Off the Grid - Concord|11am-3pm (10T)
SUNDAY Off the Grid – Pleasanton |11 am-3 pm (12T)
** Most popular and largest food
street fair in California.
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10. Event Budget Management
Brand Ambassador (BA)  $27 / hour
Photo Booth rent  $400 for 4 hours (Snap Fiesta)
Brand Promotion
 Plastic Mason Jar w/straw |$2.34 each | discountmugs.com
 Hand Sanitizer | $1.70 each | 4imprint.com
 Lip Balm | $2.58 each | leaderpromos.com
ONE DAY EVENT INVESMENT
Staff ($27/hr * 6 hrs = $78 * 4 BA) $648
Photo Booth (6 hours) $600
Mason Promo ($2.34 * 250) $585
Total Cost for 1 day $1833
Cost per lead (250 emails/phone #) $7.3 per prospect
Source: Marketo, 2014 10

11. Staffing Sheet Template
Source: Marketo, 2014
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12. Floor Planning Template
Source: Marketo, 2014
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13. Thank you! ¡Gracias! 谢谢
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