2011 09-30 pride toronto - infinite possibilities - team 'womacked'

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Winner of Out on Bay Street Case Competition

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2011 09-30 pride toronto - infinite possibilities - team 'womacked'

  1. 1. Pride Toronto – Infinite Possibilities<br />Out on Bay Street Case Competition 2011<br />1st October 2011Team ‘Womacked’Rotman School of Management – University of Toronto<br />
  2. 2. Agenda<br /><ul><li>Introduction & Executive Summary
  3. 3. Brand ‘Pride Toronto’
  4. 4. Revenue Streams – Donations & Grants
  5. 5. Revenue Streams – Fundraising & Merchandise
  6. 6. 2012 & Beyond
  7. 7. Risks & Recommendations</li></li></ul><li>Introduction<br />Pramod Jindal<br />Girish Chhatwani<br />Caitlin Furtado<br />Karan Bahety<br />
  8. 8. Executive Summary<br /><ul><li>Goal
  9. 9. Plan to achieve positive earnings for next 2 years
  10. 10. Drivers of Growth
  11. 11. Re-gain trust of grassroots LGBTQ community
  12. 12. Re-Brand ‘Pride Toronto’ – Slogan Competition, Viral Competition, Pride ‘Credits’
  13. 13. Revenue Streams – Donations, Grants, ‘Gain Pride’TM, Pride Posters, Fundraisers, New Sponsorship
  14. 14. Modest growth for 2012 – Cover expenses
  15. 15. Seeds planted now sprout later – Growth of ‘Pride Toronto’ brand
  16. 16. Risks
  17. 17. Local community can spur growth</li></li></ul><li>Short Term & Long Term Goals<br />2014$5 Million Revenue<br />
  18. 18. Agenda<br /><ul><li>Introduction & Executive Summary
  19. 19. Brand ‘Pride Toronto’
  20. 20. Revenue Streams – Donations & Grants
  21. 21. Revenue Streams – Fundraising & Merchandise
  22. 22. 2012 & Beyond
  23. 23. Risks & Recommendations</li></li></ul><li>Re-Branding<br /><ul><li>Aim
  24. 24. To build awareness of the vision, values and mission of Pride Toronto
  25. 25. Campaign Re-branding
  26. 26. Return to roots - “Celebration / Information / Education / Culture”
  27. 27. Highlight recognition of Stonewall Riots
  28. 28. Scholarship and Educational Events
  29. 29. Slogan Competition – root values
  30. 30. Winner – Spot on main float during Pride Toronto 2012
  31. 31. Participants get Pride ‘Credits’ – redeem at online merchandise store</li></li></ul><li>Social Media<br /><ul><li>Current status
  32. 32. Broken links on website 8
  33. 33. iPhone application rating 3.5 stars / 7 reviews
  34. 34. Pride Toronto on Facebook 3.0%
  35. 35. Pride Toronto on Twitter 1.5%
  36. 36. Suggestions
  37. 37. Redesign apps & Fix Website
  38. 38. Social Relations Committee – Facebook & Twitter
  39. 39. Live Streaming of Pride Toronto parade
  40. 40. Viral Campaign – Video of ‘LGBTQ Culture Today’
  41. 41. Prize for most ‘hits’ on Pride Toronto’s YouTube Channel
  42. 42. Participants get Pride ‘Credits’</li></li></ul><li>Advertising<br /><ul><li>Revamped social media strategies
  43. 43. Web Traffic Growth Estimate - 20%
  44. 44. Charge premium CPM
  45. 45. Cost per Thousand Impressions</li></li></ul><li>Agenda<br /><ul><li>Introduction & Executive Summary
  46. 46. Brand ‘Pride Toronto’
  47. 47. Revenue Streams – Donations & Grants
  48. 48. Revenue Streams – Fundraising & Merchandise
  49. 49. 2012 & Beyond
  50. 50. Risks & Recommendations</li></li></ul><li>Beverage Garden Admissions & Donations<br /><ul><li>Beverage garden voluntary admission amount
  51. 51. Giving people the choice to pay what they want, half going to charity (AIDS foundation)
  52. 52. Why would people pay more?
  53. 53. Moral Grounds
  54. 54. Sense of responsibility
  55. 55. Donations - Reaching out to community
  56. 56. People to donate money for a Pride pin</li></li></ul><li>Beverage Garden Admissions & Donations<br />Amusement Park Study with 113,047 riders<br />
  57. 57. New Grants<br /><ul><li>2011 Ontario Tourism Event Markteing Partnership program
  58. 58. 2012 - Eligible for $200K - An existing event using a new advertising medium
  59. 59. 2014 - Eligible for $200K - New event
  60. 60. Domestic Grants ($15,000 - $20,000)
  61. 61. Community One Foundation
  62. 62. Lambda Foundation
  63. 63. International Grants ($195,000 - $245,000)
  64. 64. Astraea Lesbian Foundation for Justice
  65. 65. Funding Exchange
  66. 66. Overbrook Foundation
  67. 67. The Aurora Group
  68. 68. Queer Youth Fund</li></li></ul><li>Agenda<br /><ul><li>Introduction & Executive Summary
  69. 69. Brand ‘Pride Toronto’
  70. 70. Revenue Streams – Donations & Grants
  71. 71. Revenue Streams – Fundraising & Merchandise
  72. 72. 2012 & Beyond
  73. 73. Risks & Recommendations</li></li></ul><li>Merchandise – ‘Gain Pride’<br /><ul><li>New merchandising brand - ‘Gain Pride’TM
  74. 74. Along lines of Campaign ‘Red’
  75. 75. Limited editions / Premium Prices</li></li></ul><li>Merchandise – ‘Gain Pride’<br />
  76. 76. Merchandise – ‘Gain Pride’<br /><ul><li>‘Gain Pride’TMPoster
  77. 77. Crate & Barrel 2011 campaign</li></li></ul><li>Fundraising & Events<br /><ul><li>Current Situation
  78. 78. Pride Toronto - 5 major events, 2 during Pride week
  79. 79. Suggested addition to Toronto Pride event calendar – Fall event
  80. 80. The weekend preceding ‘Black & Blue’ festival (Montreal’s LGBTQ dance festival)
  81. 81. Event details:
  82. 82. 2 day event with a conference and rave</li></li></ul><li>New Sponsorship<br />
  83. 83. Agenda<br /><ul><li>Introduction & Executive Summary
  84. 84. Brand ‘Pride Toronto’
  85. 85. Revenue Streams – Donations & Grants
  86. 86. Revenue Streams – Fundraising & Merchandise
  87. 87. 2012 & Beyond
  88. 88. Risks & Recommendations</li></li></ul><li>Bottom Line – Financial Statement(Projected)<br />
  89. 89. Outlook Ahead<br />
  90. 90. Agenda<br /><ul><li>Introduction & Executive Summary
  91. 91. Brand ‘Pride Toronto’
  92. 92. Revenue Streams – Donations & Grants
  93. 93. Revenue Streams – Fundraising & Merchandise
  94. 94. 2012 & Beyond
  95. 95. Risks & Recommendations</li></li></ul><li>Risks<br /><ul><li>Unable to win back trust of LGBTQ community
  96. 96. ‘Black & Blue’ not interested in tie-up with Pride Toronto
  97. 97. Pride Pin campaign – Not enough purchases
  98. 98. Pride Poster campaign – Posters not sold in significant quantity
  99. 99. International Grants not won by Pride Toronto
  100. 100. Lose ‘City of Toronto’ and/or Ontario grants</li></li></ul><li>Recommendations & Conclusions<br /><ul><li>Community Advisory report
  101. 101. Resources / Infrastructure
  102. 102. New committees formed – allocate resources to spearhead CGI recommendations
  103. 103. Pride Toronto Statement
  104. 104. Not supporting political movement
  105. 105. Return to principles (celebration, information, education and culture)
  106. 106. Grassroots level support vs. Bigger is Better
  107. 107. Challenging, but possible
  108. 108. Restructure and capitalize on Pride Toronto Values</li></li></ul><li>Questions & Discussion<br />Questions / Discussion?<br />

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