The document proposes a "Teen Day" event at the PNE to increase attendance by high school students by 8%. It analyzes key findings on past PNE attendance and social media presence. The target market is high school students ages 12-18 in the Lower Mainland area. A SWOT analysis identifies strengths like brand equity but also weaknesses like high ticket prices. The solution proposes three main activities: an interactive zombie apocalypse simulation, a scavenger hunt game of #FindingWaldo, and exhibits on pop culture fandoms. A marketing plan outlines using social media promotion and a 2 for 1 ticket price to maximize reach among teens.
Answers to questions like:
What’s your blog’s voice?
Are you funny? Serious? Irreverent?
Is your voice YOU or someone else?
Is your content topical?
Will you have guests?
How are you with people?
Who is your audience?
What kind of blog/content do you have?
Who is your competition?
Create a content plan
Ask for permission
Marketing Tips for Classical Music: Digital Content Marketing – midem 2012 pr...midem
Given by Carnegie Hall’s Director of eStrategy, Christopher Gruits at midem 2012, this presentation highlights how classical managers, presenters and PRs can promote classical music artists, create compelling contents and choose the most effective strategies.
Answers to questions like:
What’s your blog’s voice?
Are you funny? Serious? Irreverent?
Is your voice YOU or someone else?
Is your content topical?
Will you have guests?
How are you with people?
Who is your audience?
What kind of blog/content do you have?
Who is your competition?
Create a content plan
Ask for permission
Marketing Tips for Classical Music: Digital Content Marketing – midem 2012 pr...midem
Given by Carnegie Hall’s Director of eStrategy, Christopher Gruits at midem 2012, this presentation highlights how classical managers, presenters and PRs can promote classical music artists, create compelling contents and choose the most effective strategies.
Final presentation presented to executives from Popeyes, KIA, YuMe, and Melt. The presentation included a "Best In Class" sponsorship case study, Popeyes brief and future marketing suggestions. The goal of the presentation was to address Popeyes future in college sports sponsorship and their current holdings in the Bahamas Bowl.
Rosie Clarke introduces Culture24, Museums at Night and an event marketing ma...Rosie Clarke
Rosie Clarke, Campaigns Officer at non-profit online publisher Culture24, discusses how museums can benefit from Culture24's free services.
Even the smallest cultural and heritage sites can run successful events as part of the Museums at Night festival, and anyone can attract media coverage by using compelling images, writing exciting and relevant press releases, and using a range of other channels including social media and publicity stunts.
Wanting to leave your brand mark at SXSW'18? Then come sponsor our Get Plugged In event during SXSW. It is a full tilt event that converges music, tech, marketing and VR into one big swirly of fun for nearly 2,000 attendees.
The first of The Audience Agency's nationwide Insight Events took place in London in December 2015.
With over 21 million transactions and 125,000 surveys, The Audience Agency’s Audience Finder is the largest cultural dataset in the world. But what does it tell us about our audiences?
This event for cultural organisations, large and small, publicly funded and West End, delved deeper into the behaviour of London audiences focusing on the key segments: Metroculturals and Kaleidoscope Creativity. Using data gathered from across London’s arts organisations and museums, we took a detailed look at frequency, lower attendance and digital engagement.
Audiences in London are busy: in and out of museums, going to their local arts centre, travelling to the West End and more. The more we know about what people are doing and what decisions they are making, the more we can increase the return on our investment of effort. Download a copy of the presentation below to find out more. Download
The challenge was to create an interactive technique for the American Museum of Natural History. This project was done in a consumer behavior class during the Spring semester of 2010.
Role of social media in heritage tourismAmbuj Saxena
How can social media be used to preserve, celebrate, share and educate communities about Heritage sites in their vicinity. This presentation also enlists steps on how social media can increase the number of tourists visiting heritage sites thus resulting in increased Heritage tourists. This presentation is apt for those who think social media is useless when it comes to encouraging Heritage tourism.
Stretching your Destination Marketing Dollars with InfluencersCooperatize
Here's the deck from the event we hosted a couple weeks ago! Hear some of the panelists' responses to these questions here: http://blog.cooperatize.com/destination-marketing-travel-influencers. Stayed tuned for more tidbits and future events!
This is a presentation I gave for the City of Port Phillip in Melbourne. The presentation is designed to showcase examples of successful crowdfunding ideas and how crowdfunding can work in the Cultural space.
Final presentation presented to executives from Popeyes, KIA, YuMe, and Melt. The presentation included a "Best In Class" sponsorship case study, Popeyes brief and future marketing suggestions. The goal of the presentation was to address Popeyes future in college sports sponsorship and their current holdings in the Bahamas Bowl.
Rosie Clarke introduces Culture24, Museums at Night and an event marketing ma...Rosie Clarke
Rosie Clarke, Campaigns Officer at non-profit online publisher Culture24, discusses how museums can benefit from Culture24's free services.
Even the smallest cultural and heritage sites can run successful events as part of the Museums at Night festival, and anyone can attract media coverage by using compelling images, writing exciting and relevant press releases, and using a range of other channels including social media and publicity stunts.
Wanting to leave your brand mark at SXSW'18? Then come sponsor our Get Plugged In event during SXSW. It is a full tilt event that converges music, tech, marketing and VR into one big swirly of fun for nearly 2,000 attendees.
The first of The Audience Agency's nationwide Insight Events took place in London in December 2015.
With over 21 million transactions and 125,000 surveys, The Audience Agency’s Audience Finder is the largest cultural dataset in the world. But what does it tell us about our audiences?
This event for cultural organisations, large and small, publicly funded and West End, delved deeper into the behaviour of London audiences focusing on the key segments: Metroculturals and Kaleidoscope Creativity. Using data gathered from across London’s arts organisations and museums, we took a detailed look at frequency, lower attendance and digital engagement.
Audiences in London are busy: in and out of museums, going to their local arts centre, travelling to the West End and more. The more we know about what people are doing and what decisions they are making, the more we can increase the return on our investment of effort. Download a copy of the presentation below to find out more. Download
The challenge was to create an interactive technique for the American Museum of Natural History. This project was done in a consumer behavior class during the Spring semester of 2010.
Role of social media in heritage tourismAmbuj Saxena
How can social media be used to preserve, celebrate, share and educate communities about Heritage sites in their vicinity. This presentation also enlists steps on how social media can increase the number of tourists visiting heritage sites thus resulting in increased Heritage tourists. This presentation is apt for those who think social media is useless when it comes to encouraging Heritage tourism.
Stretching your Destination Marketing Dollars with InfluencersCooperatize
Here's the deck from the event we hosted a couple weeks ago! Hear some of the panelists' responses to these questions here: http://blog.cooperatize.com/destination-marketing-travel-influencers. Stayed tuned for more tidbits and future events!
This is a presentation I gave for the City of Port Phillip in Melbourne. The presentation is designed to showcase examples of successful crowdfunding ideas and how crowdfunding can work in the Cultural space.
6. TARGET MARKET
• Lower Mainland and Tri-cities
Geographic
• Ages 12-18
• High school students
Demographic
• Maslow’s Hierarchy of Needs: love and belongingness
Psychographic
• High brand loyalty
• Experience-focused
Behavioural
6
7. COMPETITIVE ANALYSIS
Ticket price Experience Duration and Time Target market
PNE $16 (2013) • Food
• Entertainment
• August 22-September 7
• 10 AM-6PM
Families
Young adults
Stanley Park Movie
Nights
Free • Entertainment • July 8- September 2
(Tuesdays)
• 8:00PM-10:30PM
Families
Young adults
Richmond Night
market
$2.25 (2014) • Food
• Entertainment
• May 16 – October 13
• 7:00PM-12AM
Families
Young adults
Immigrants
7
8. SWOT ANALYSIS-INTERNAL
STRENGTHS WEAKNESSES
• Strong relations with media
groups
• Non-Profit: registered charity
• Strong human resources team
• Highly accessible location
• Strong brand equity
• Reoccurring attractions
• Restoration costs for older
rides
• Cost reflected in high ticket
price
8
9. SWOT ANALYSIS-EXTERNAL
OPPORTUNITIES THREATS
• Social media use
• Technology (payment systems
etc.)
• Strengthen collaboration with
tourism groups
• Open up new revenue streams
• Weather
• Economy
• Intense competition
9
12. APOCALYPSE
12
Individuals sign up online as “Zombies” or “Survivors”
Zombie apocalypse simulation
Inspired by Zombie Walk, The Last of Us, The Walking Dead
• 19,000 people participated in Vancouver’s Zombie Walk (2014)
13. APOCALYPSE
13
① Teams register online
② Dress up at event
③ Receive special tags to track points
① Survivors: have a Laser hit a Zombie
②Zombie: tap Survivor’s shoulder
④ Evening event
① Ambience, simulation
• Integrates well with existing resources
• Capitalize on growing niche market
16. ②READY, START, GO!
• Registration
a) Sign-in
b) Scan Station1 QR Code to activate Clue 1
• Teams start with Clue 1 when they sign in at Station 1
16
17. ③COLLECT CLUES
• Each clue brings teams to an official
#FindingWaldo station
• Teams take Selfie at stations
•Use #FindingWaldo with photos
• Total 10 stations throughout PNE
greater exposure to PNE grounds
• Winning team finds Waldo first + receives special
prizes
17
18. EXHIBITS
Sherlock exhibit and Dr. Who
Steven Moffat,
• Critically acclaimed writer
• Strong fandom
• Viewership:2.4 million viewers globally for the
50th anniversary
• Brand value: niche market
Tumblr, Twitter, and major blogging sites
• History: over 20 years of broadcasting = attracts
young and old
18
19. MARKETING PLAN
• - Penetration strategy
• - Price based on elasticity
Price: 2 for 1 at $16
• - Reach a high percentage of the target market
• - Also ensures frequency
Promotion: social media
Product: Apocalypse, Where’s Waldo, and Fandom Fair
Place: PNE
19