This document provides the 2016 marketing plan for the Festival By The Sea event in Saint John, New Brunswick. The festival aims to revive the event that last took place in 2005 by implementing new strategies to ensure financial sustainability. The plan outlines the festival's history, customer analysis, competitors, SWOT analysis, and marketing objectives. Key strategies include offering ticket packages and discounts, partnering with local businesses and organizations, and strengthening the organizational structure through additional staff and engaged board members. The goal is to position the festival as the leading sustainable arts event in the Maritimes through community engagement and Canadian artistic performances.
This document outlines the strategy and marketing plan for a music festival in Brazil called Lollapalooza. The key goals are to merge Brazilian and international culture, attract international audiences and artists, and make the festival profitable. The plan includes research on target audiences and sponsors, a SWOT analysis, communication goals and objectives, tactics by month, and a budget. Evaluation of financial performance and awareness will be used to assess the strategy's success.
Understanding Tourism's Economic Impact in West VirginiaKara Moore
This document discusses how travel data is collected in West Virginia from various state and federal agencies. It provides statistics on national travel trends in 2016, including $933 billion in direct travel spending and 5.3 million travel-generated jobs. For West Virginia, direct travel spending was $4.1 billion in 2016, generating 44,900 jobs and $527 million in state and local tax revenue. The document also outlines regional travel impacts across West Virginia's 8 travel regions.
The Ste. Genevieve Department of Tourism created a FY2013 marketing plan to increase tourism. Their goals were to increase taxable sales, visitors, and overnight stays by focusing on cultural attractions like history and events. They planned to advertise using print, radio, online and social media to reach new markets up to 300 miles away. The plan highlighted Ste. Genevieve's historic architecture and cultural heritage as strengths to attract cultural travelers. Challenges included limited funding, signage and lodging options. The plan aimed to leverage partnerships and niche trends in heritage, culinary and group tourism.
The strategic plan outlines challenges facing West Virginia's tourism industry, including declining economic impact from tourism. It aims to address these challenges through a new approach. This involves developing a unified branding message through a cooperative advertising program to replace fragmented messaging. It also focuses on industry development by working with the Development Office to recruit new tourism businesses and help existing ones grow, in order to reverse the decline and position West Virginia for long-term tourism sector growth.
03c teeny tinyorono attacting people through tourism uxbridgeREDB_East
The document discusses tourism in Uxbridge and outlines strategies to increase tourism. It notes that tourism brings economic and social benefits like jobs, business growth, and community pride. Statistics show potential for growth in same-day visitors. The approach involves working with businesses, funding partnerships, developing experiences, and strategic communications. Recent efforts include an ambassador program, tourism trailer, website, guides, and event marketing. Data shows the website reaches outside the local area. Challenges include limited budget and staff as well as measuring success, with a plan to address these.
Live Nation plans to expand into South America by acquiring T4F, Brazil and Chile's largest entertainment company. T4F owns 5 venues in Brazil and 1 in Argentina and has a network of over 2.3 million fans. However, T4F is struggling financially and their stock has dropped 85% since going public. Live Nation's acquisition of T4F for $190 million would allow them to gain a foothold in South America and leverage T4F's expertise and infrastructure to grow live entertainment in the region over the next 4-6 years.
The document provides a marketing plan for Time Warner Cable Arena in Charlotte, North Carolina. It begins with an overview of the arena and its mission to be a premier destination for sports and entertainment. It then discusses the needs of sports and entertainment consumers and provides a demographic, psychographic, and geographic analysis of the arena's core market in Charlotte. The document performs a SWOT analysis and outlines goals and objectives for the arena to increase attendance, engagement, and community partnerships.
The document presents a marketing plan for Penn's Colony Festival to increase attendance and revenue. It analyzes the current strategy of two festivals as the main income source with advertising through brochures, flyers, TV, websites, and word-of-mouth. It identifies strengths like affordable family experience and over 30 years in business, but also weaknesses like a small online presence and dated promotional materials. The plan proposes objectives to increase brand awareness and profits through improved media, web presence, merchandise, promotions, off-season events, and additional attractions like craft beer.
This document outlines the strategy and marketing plan for a music festival in Brazil called Lollapalooza. The key goals are to merge Brazilian and international culture, attract international audiences and artists, and make the festival profitable. The plan includes research on target audiences and sponsors, a SWOT analysis, communication goals and objectives, tactics by month, and a budget. Evaluation of financial performance and awareness will be used to assess the strategy's success.
Understanding Tourism's Economic Impact in West VirginiaKara Moore
This document discusses how travel data is collected in West Virginia from various state and federal agencies. It provides statistics on national travel trends in 2016, including $933 billion in direct travel spending and 5.3 million travel-generated jobs. For West Virginia, direct travel spending was $4.1 billion in 2016, generating 44,900 jobs and $527 million in state and local tax revenue. The document also outlines regional travel impacts across West Virginia's 8 travel regions.
The Ste. Genevieve Department of Tourism created a FY2013 marketing plan to increase tourism. Their goals were to increase taxable sales, visitors, and overnight stays by focusing on cultural attractions like history and events. They planned to advertise using print, radio, online and social media to reach new markets up to 300 miles away. The plan highlighted Ste. Genevieve's historic architecture and cultural heritage as strengths to attract cultural travelers. Challenges included limited funding, signage and lodging options. The plan aimed to leverage partnerships and niche trends in heritage, culinary and group tourism.
The strategic plan outlines challenges facing West Virginia's tourism industry, including declining economic impact from tourism. It aims to address these challenges through a new approach. This involves developing a unified branding message through a cooperative advertising program to replace fragmented messaging. It also focuses on industry development by working with the Development Office to recruit new tourism businesses and help existing ones grow, in order to reverse the decline and position West Virginia for long-term tourism sector growth.
03c teeny tinyorono attacting people through tourism uxbridgeREDB_East
The document discusses tourism in Uxbridge and outlines strategies to increase tourism. It notes that tourism brings economic and social benefits like jobs, business growth, and community pride. Statistics show potential for growth in same-day visitors. The approach involves working with businesses, funding partnerships, developing experiences, and strategic communications. Recent efforts include an ambassador program, tourism trailer, website, guides, and event marketing. Data shows the website reaches outside the local area. Challenges include limited budget and staff as well as measuring success, with a plan to address these.
Live Nation plans to expand into South America by acquiring T4F, Brazil and Chile's largest entertainment company. T4F owns 5 venues in Brazil and 1 in Argentina and has a network of over 2.3 million fans. However, T4F is struggling financially and their stock has dropped 85% since going public. Live Nation's acquisition of T4F for $190 million would allow them to gain a foothold in South America and leverage T4F's expertise and infrastructure to grow live entertainment in the region over the next 4-6 years.
The document provides a marketing plan for Time Warner Cable Arena in Charlotte, North Carolina. It begins with an overview of the arena and its mission to be a premier destination for sports and entertainment. It then discusses the needs of sports and entertainment consumers and provides a demographic, psychographic, and geographic analysis of the arena's core market in Charlotte. The document performs a SWOT analysis and outlines goals and objectives for the arena to increase attendance, engagement, and community partnerships.
The document presents a marketing plan for Penn's Colony Festival to increase attendance and revenue. It analyzes the current strategy of two festivals as the main income source with advertising through brochures, flyers, TV, websites, and word-of-mouth. It identifies strengths like affordable family experience and over 30 years in business, but also weaknesses like a small online presence and dated promotional materials. The plan proposes objectives to increase brand awareness and profits through improved media, web presence, merchandise, promotions, off-season events, and additional attractions like craft beer.
The document provides an executive summary and marketing plan for Original Homemade Hot Sauce. It includes objectives to increase brand awareness and sales. A SWOT analysis notes strengths like the product's health benefits but weaknesses in branding. Research found the labels seem bland. The plan recommends rebranding, social media campaigns, and promotional events like a booth at baseball games to target adults aged 18-49 in the Akron/Canton area. The total budget proposed is approximately $41,773.
Vanessa Capogreco has over 25 years of experience in event management, public relations, media buying, and concert planning. She has managed a wide range of special events and festivals, securing sponsorships, vendors, and musical performers. Capogreco is skilled in developing media strategies, writing press releases, and securing client coverage. She has extensive experience managing accounts and coordinating volunteers for large-scale events.
The document proposes a Naivasha Flower Festival to be held annually in Naivasha, Kenya. It would celebrate the town's status as a flower capital and involve floral arrangement competitions, children's activities related to flowers, and entertainment. The festival aims to boost Naivasha's economy through tourism and change perceptions of the town. Benefits would include increased spending in the town from visitors and long-term infrastructure growth from supporting the event. The proposal outlines sponsorship opportunities and intellectual property terms.
This document discusses the music industry in Trinidad and Tobago. It covers various musical genres from the country, the structure of the industry including manufacturing, recording studios, music publishing, live performances and more. It also examines sources of revenue, both visible earnings like exports and royalties, as well as invisible earnings. Finally, it looks at regulation and facilitation of the industry and provides an overall summary of its contribution to the economy of Trinidad and Tobago.
Cooperative Advertising: The Nuts and BoltsKara Moore
The West Virginia Tourism Office has created a new cooperative advertising program to improve fragmented messaging in the tourism industry. The program will pool resources from the state and industry partners to create more effective advertisements. It is a two-pronged approach - the state will conduct initial brand advertising to raise awareness, while cooperative ads will promote specific destinations and experiences. The goals are to increase awareness of WV's brand, create positive perceptions, and provide measurable outcomes for funds spent. Partners can participate individually or as groups, and will receive matching funds, access to state resources, and marketing benefits based on their level of investment in the program.
This document outlines a marketing plan presented by the Citrus County Chamber of Commerce Tourism Development Services division. The division was formed after the Tourism Development Council cancelled its contract with the Chamber. The plan details strategies to attract eco-tourism and increase tourism during the mid-week off-season periods through promotional campaigns, packaging of hotel and tour products, tracking of marketing efforts, and pursuing of grants. It also discusses cooperative marketing with local businesses and other areas to expand room revenue.
Sponsorship Deck _Off The Field Players' Wives Association Super Bowl Fashion...ShawnetteSappHicks
The 18th annual Off The Field Players’ Wives Association Super Bowl Fashion show is a full production event featuring the wives of current and retired NFL players walking the runway as they showcase the latest fashions and raise funds for a local charity.
Held annually for the past seventeen years, the Off The Field Players’ Wives Association Fashion Show has become a marquee event of the Super Bowl and has repeatably been a sold out event.
To promote our upcoming event Hard Electric Tour 2010, which would later become the first-of-its-kind annual international winter music festival tour in India under the rock umbrella of Alternative, Rock, Pop, Punk genres.
The traveling outdoor festival tour would also see many international, national and local bands on board and would cover at least four cities in the country.
HET Pre-Hangover, the series of gigs is also a part of HET 2010 advance promotional chapter. And will visit only some selected indian metro cities in February 2010. Armed with live bands and also to pre-sale HET merchandise.
The leading brain behind the promotional concept is to widespread about the upcoming HET 2010 fever in everyone and invite the interest to all the alternative music lovers in the country
so rock with re invent clock..
The Planning and Evaluation of ConferencesEstelle Birch
This document summarizes the planning and evaluation processes for music festivals, focusing on the Reading & Leeds Festival. It discusses undertaking a feasibility study that explores the required resources, costs, and objectives. For Reading & Leeds Festival, this included stage equipment, food trucks, security, and lighting. The document also outlines the importance of having a planning process, identifying goals and objectives, and creating an action plan. It describes key roles in planning events like event manager, accountant, and PR officer. The document emphasizes the importance of evaluation through surveys, social media feedback, and comparing actual attendance to registrations. Contingency planning and considering both positive and negative feedback are also highlighted.
Digital and Music Matters 2012 Wrap ReportBranded Ltd
Branded held the Digital and Music Matters event for 2012 in India, brining together the most respected individuals in the digital and broadcast industry! Attached is a wrap report filled with insights and learnings from the event!
LMS is a software application that manages all aspects of the learning process, including administration, documentation, tracking, reporting, and delivery of educational courses and training programs. It handles courses, administration, skills assessments, tracking learner progress, and reporting. Most LMS systems are web-based to facilitate access to content and administration from anywhere. LMS are used by educational institutions and regulated industries for online learning, assessments, managing continuing education requirements, and collaborative learning activities.
This document provides a feasibility study for a proposed arts and music festival. The study outlines the opportunity and need for the festival, describing the product/service as a multi-stage outdoor music festival featuring a variety of genres. The target market is described as families and people aged 16-60 across a wide range of demographics. Unique benefits include the live music experience and opportunities to discover new artists. The business structure would be for-profit, with the goal of generating income from ticket sales while also inviting some nonprofit partners. Startup capital would come from a loan or grant.
EVM115-Event Marketing Management-Fbts marketing planJiahui Ye
The document provides a marketing plan for reviving the Festival By The Sea (FBTS) event in 2015. Key points:
- FBTS was last held in 2005 but will return in August 2016 after receiving donations and community support.
- The revived 4-day festival will feature 40 performances, half of which will be ticketed.
- Earned income strategies like ticket sales and partnerships will ensure costs are covered and revenue is generated.
- Promotional strategies will increase ticket purchases and engagement, including early bird deals and a display of memories.
- Strengthening the organizational structure by hiring more staff and engaging board members will support long-term success.
This document provides an overview of the A3C Festival and I Keep It Classic sponsorship opportunities. The A3C Festival is a 3-day hip hop festival in Atlanta, GA that draws over 15,000 people. In 2012, it will expand to two locations and increase programming. I Keep It Classic is powering the A3C Festival Main Stage event featuring artists like Yelawolf and Tech N9ne. Sponsoring this event provides exposure to key music industry leaders and fans. I Keep It Classic offers sponsorship packages that include various marketing and promotional benefits.
Here is the Harmony Festival sponsorship kit with details for potential sponsors looking to activate at one of the most progressive festivals in the country.
Good vibes critical analysis report & e marketing strategy proposalRaydi Cham
The document provides a critical analysis report and e-marketing campaign proposal for the Good Vibes Festival in Malaysia. It begins with an analysis of issues with the festival's current website and e-marketing methods, and provides suggestions for improvements. It then examines the successful e-marketing of a competitor festival called Urbanscape. The second part of the document outlines an e-marketing campaign proposal for Good Vibes Festival, including a situation analysis, objective setting, strategy and tactics. The goal is to improve awareness, engagement and ticket sales for the festival through an improved digital marketing approach.
Summer Rocks Festival Proposal 2017 draft frontpageNatasha Adams
The document proposes an annual Summer Rocks Music Festival in Barbados to enhance tourism. It would be a 3-day weekend event featuring various music acts to attract different audiences each day. Day 1 would target youth with family activities and local talent. Day 2 would have a more relaxed atmosphere featuring DJ performances. Day 3 would feature the headline international artist. Details provided include proposed dates in July-September 2017, capacities of 5000 people, and infrastructure plans for stages, areas, facilities, security, and following regulations. The proposal aims to create partnerships to hold a successful, mutually beneficial festival for the community.
FESTIVAL INTERRUPTUS: The future of music festivals and what it means for hum...sparks & honey
Today we are seeing a rapid growth in music festivals, both in size and number.
In 2014 alone there were 874 festivals in North America, with festival capacity growing from 475,000 attendees in 2010, to 1.8 million in 2014. What’s apparent is that Millennials seek a more complete music experience, and Gen Z, we anticipate, even more so.
To develop a point of view on the festival of the future, sparks & honey partnered with PepsiCo’s Creator team to identify the defining characteristics and present our vision of the music festival of the future.
The Color Festival marketing plan outlines strategies to promote togetherness and celebrate the changing seasons. Objectives include increasing attendance to over 300,000 by 2015 and expanding to 10 cities. The festival targets millennials, families, and international travelers. Marketing will utilize social media, email, websites, and word-of-mouth. Ticket prices aim to cover costs while ensuring profit. Evaluation surveys will assess the festival experience and guide future planning.
The document provides an executive summary and marketing plan for Original Homemade Hot Sauce. It includes objectives to increase brand awareness and sales. A SWOT analysis notes strengths like the product's health benefits but weaknesses in branding. Research found the labels seem bland. The plan recommends rebranding, social media campaigns, and promotional events like a booth at baseball games to target adults aged 18-49 in the Akron/Canton area. The total budget proposed is approximately $41,773.
Vanessa Capogreco has over 25 years of experience in event management, public relations, media buying, and concert planning. She has managed a wide range of special events and festivals, securing sponsorships, vendors, and musical performers. Capogreco is skilled in developing media strategies, writing press releases, and securing client coverage. She has extensive experience managing accounts and coordinating volunteers for large-scale events.
The document proposes a Naivasha Flower Festival to be held annually in Naivasha, Kenya. It would celebrate the town's status as a flower capital and involve floral arrangement competitions, children's activities related to flowers, and entertainment. The festival aims to boost Naivasha's economy through tourism and change perceptions of the town. Benefits would include increased spending in the town from visitors and long-term infrastructure growth from supporting the event. The proposal outlines sponsorship opportunities and intellectual property terms.
This document discusses the music industry in Trinidad and Tobago. It covers various musical genres from the country, the structure of the industry including manufacturing, recording studios, music publishing, live performances and more. It also examines sources of revenue, both visible earnings like exports and royalties, as well as invisible earnings. Finally, it looks at regulation and facilitation of the industry and provides an overall summary of its contribution to the economy of Trinidad and Tobago.
Cooperative Advertising: The Nuts and BoltsKara Moore
The West Virginia Tourism Office has created a new cooperative advertising program to improve fragmented messaging in the tourism industry. The program will pool resources from the state and industry partners to create more effective advertisements. It is a two-pronged approach - the state will conduct initial brand advertising to raise awareness, while cooperative ads will promote specific destinations and experiences. The goals are to increase awareness of WV's brand, create positive perceptions, and provide measurable outcomes for funds spent. Partners can participate individually or as groups, and will receive matching funds, access to state resources, and marketing benefits based on their level of investment in the program.
This document outlines a marketing plan presented by the Citrus County Chamber of Commerce Tourism Development Services division. The division was formed after the Tourism Development Council cancelled its contract with the Chamber. The plan details strategies to attract eco-tourism and increase tourism during the mid-week off-season periods through promotional campaigns, packaging of hotel and tour products, tracking of marketing efforts, and pursuing of grants. It also discusses cooperative marketing with local businesses and other areas to expand room revenue.
Sponsorship Deck _Off The Field Players' Wives Association Super Bowl Fashion...ShawnetteSappHicks
The 18th annual Off The Field Players’ Wives Association Super Bowl Fashion show is a full production event featuring the wives of current and retired NFL players walking the runway as they showcase the latest fashions and raise funds for a local charity.
Held annually for the past seventeen years, the Off The Field Players’ Wives Association Fashion Show has become a marquee event of the Super Bowl and has repeatably been a sold out event.
To promote our upcoming event Hard Electric Tour 2010, which would later become the first-of-its-kind annual international winter music festival tour in India under the rock umbrella of Alternative, Rock, Pop, Punk genres.
The traveling outdoor festival tour would also see many international, national and local bands on board and would cover at least four cities in the country.
HET Pre-Hangover, the series of gigs is also a part of HET 2010 advance promotional chapter. And will visit only some selected indian metro cities in February 2010. Armed with live bands and also to pre-sale HET merchandise.
The leading brain behind the promotional concept is to widespread about the upcoming HET 2010 fever in everyone and invite the interest to all the alternative music lovers in the country
so rock with re invent clock..
The Planning and Evaluation of ConferencesEstelle Birch
This document summarizes the planning and evaluation processes for music festivals, focusing on the Reading & Leeds Festival. It discusses undertaking a feasibility study that explores the required resources, costs, and objectives. For Reading & Leeds Festival, this included stage equipment, food trucks, security, and lighting. The document also outlines the importance of having a planning process, identifying goals and objectives, and creating an action plan. It describes key roles in planning events like event manager, accountant, and PR officer. The document emphasizes the importance of evaluation through surveys, social media feedback, and comparing actual attendance to registrations. Contingency planning and considering both positive and negative feedback are also highlighted.
Digital and Music Matters 2012 Wrap ReportBranded Ltd
Branded held the Digital and Music Matters event for 2012 in India, brining together the most respected individuals in the digital and broadcast industry! Attached is a wrap report filled with insights and learnings from the event!
LMS is a software application that manages all aspects of the learning process, including administration, documentation, tracking, reporting, and delivery of educational courses and training programs. It handles courses, administration, skills assessments, tracking learner progress, and reporting. Most LMS systems are web-based to facilitate access to content and administration from anywhere. LMS are used by educational institutions and regulated industries for online learning, assessments, managing continuing education requirements, and collaborative learning activities.
This document provides a feasibility study for a proposed arts and music festival. The study outlines the opportunity and need for the festival, describing the product/service as a multi-stage outdoor music festival featuring a variety of genres. The target market is described as families and people aged 16-60 across a wide range of demographics. Unique benefits include the live music experience and opportunities to discover new artists. The business structure would be for-profit, with the goal of generating income from ticket sales while also inviting some nonprofit partners. Startup capital would come from a loan or grant.
EVM115-Event Marketing Management-Fbts marketing planJiahui Ye
The document provides a marketing plan for reviving the Festival By The Sea (FBTS) event in 2015. Key points:
- FBTS was last held in 2005 but will return in August 2016 after receiving donations and community support.
- The revived 4-day festival will feature 40 performances, half of which will be ticketed.
- Earned income strategies like ticket sales and partnerships will ensure costs are covered and revenue is generated.
- Promotional strategies will increase ticket purchases and engagement, including early bird deals and a display of memories.
- Strengthening the organizational structure by hiring more staff and engaging board members will support long-term success.
This document provides an overview of the A3C Festival and I Keep It Classic sponsorship opportunities. The A3C Festival is a 3-day hip hop festival in Atlanta, GA that draws over 15,000 people. In 2012, it will expand to two locations and increase programming. I Keep It Classic is powering the A3C Festival Main Stage event featuring artists like Yelawolf and Tech N9ne. Sponsoring this event provides exposure to key music industry leaders and fans. I Keep It Classic offers sponsorship packages that include various marketing and promotional benefits.
Here is the Harmony Festival sponsorship kit with details for potential sponsors looking to activate at one of the most progressive festivals in the country.
Good vibes critical analysis report & e marketing strategy proposalRaydi Cham
The document provides a critical analysis report and e-marketing campaign proposal for the Good Vibes Festival in Malaysia. It begins with an analysis of issues with the festival's current website and e-marketing methods, and provides suggestions for improvements. It then examines the successful e-marketing of a competitor festival called Urbanscape. The second part of the document outlines an e-marketing campaign proposal for Good Vibes Festival, including a situation analysis, objective setting, strategy and tactics. The goal is to improve awareness, engagement and ticket sales for the festival through an improved digital marketing approach.
Summer Rocks Festival Proposal 2017 draft frontpageNatasha Adams
The document proposes an annual Summer Rocks Music Festival in Barbados to enhance tourism. It would be a 3-day weekend event featuring various music acts to attract different audiences each day. Day 1 would target youth with family activities and local talent. Day 2 would have a more relaxed atmosphere featuring DJ performances. Day 3 would feature the headline international artist. Details provided include proposed dates in July-September 2017, capacities of 5000 people, and infrastructure plans for stages, areas, facilities, security, and following regulations. The proposal aims to create partnerships to hold a successful, mutually beneficial festival for the community.
FESTIVAL INTERRUPTUS: The future of music festivals and what it means for hum...sparks & honey
Today we are seeing a rapid growth in music festivals, both in size and number.
In 2014 alone there were 874 festivals in North America, with festival capacity growing from 475,000 attendees in 2010, to 1.8 million in 2014. What’s apparent is that Millennials seek a more complete music experience, and Gen Z, we anticipate, even more so.
To develop a point of view on the festival of the future, sparks & honey partnered with PepsiCo’s Creator team to identify the defining characteristics and present our vision of the music festival of the future.
The Color Festival marketing plan outlines strategies to promote togetherness and celebrate the changing seasons. Objectives include increasing attendance to over 300,000 by 2015 and expanding to 10 cities. The festival targets millennials, families, and international travelers. Marketing will utilize social media, email, websites, and word-of-mouth. Ticket prices aim to cover costs while ensuring profit. Evaluation surveys will assess the festival experience and guide future planning.
This document provides guidance and resources for community organizers for Culture Days, an annual event celebrating arts and culture across Canada. It outlines proven tactics for success such as connecting with provincial task forces, promoting activity registration, planning and producing local events, conducting marketing and communications, and sharing experiences. Key dates for the Culture Days campaign and an overview of the multi-level marketing campaign are also presented. The goal is to support and empower community organizers in activating their communities for Culture Days.
The document is an event sponsorship proposal submitted to Anbessa Beer for sponsorship of an Ethiopian New Year celebration party in Bishoftu, Ethiopia. It provides details on the event such as it being a live music show on September 12, 2019 attracting an expected 500 people ages 19-45. It highlights benefits to the sponsor like brand visibility through banners, promotions, and discounted products. The financial request is 250,556.25 ETB for expenses like production, execution, logistics, and prints. An 80% down payment is requested upon signing with the final 20% paid after a post-event report.
The Queens Multicultural Festival of Diversity aims to celebrate the diversity within Queens by showcasing different cultures through food, products, customs and entertainment. The festival will be divided into sections for each continent. The organizers hope to attract a minimum of 800 visitors per day who will pay $10-15 for admission tickets, generating $80,000 in ticket sales and $20,000 in net profits. Marketing strategies will include attracting sponsors from the represented cultures and building awareness within the local community.
This document discusses the impact and role of tourism in Washington County. It notes that tourism generates $800 million in annual visitor spending, supports 8,500 jobs, and provides $9 million in tax revenue, reducing personal taxes by $1,276 annually. Tourism has also funded infrastructure projects like the DSU Human Performance Center and Snake Hollow Bike Park. The majority of out-of-state visitors spend time in St. George and Springdale. The document outlines the roles and objectives of the tourism organization, including unifying entities, maximizing revenues, growing tourism responsibly, and communicating benefits to the community.
Upstate Wine Country is a small events planning business that organizes wine festivals in Northeastern Pennsylvania and New York's Southern Tier. It has grown rapidly and transitioned from the introduction to growth stage of the product lifecycle. The marketing plan aims to further increase sales and customer preference as the company expands into new regions. Tickets can be purchased online, through local banks, at venues, or the company office. Revenue comes primarily from ticket sales, though the company reinvests profits to support further growth.
This document provides information about the 2015 corporate sponsorship opportunities for the Washington Harbor District Alliance (WHDA). It lists the board of directors and committees of WHDA. It then describes the benefits that corporate sponsors receive, which include logo placement on marketing materials and events, tickets to events, and recognition as a sponsor. It highlights WHDA's mission to improve economic conditions in the harbor district and lists upcoming 2015 events that corporate sponsors would receive recognition at, such as Music in the Streets, Memorial Day celebrations, and Pickin' on the Pamlico. It promotes the benefits to companies of becoming a corporate sponsor through increased visibility and marketing opportunities in eastern North Carolina.
The document provides an overview of the MuchMusic Video Awards (MMVA). It discusses the target market, costs, impact, competitors and key details of the annual Canadian music video awards show. The target market is music fans aged 14-26. Advertising costs and placement strategies are examined for People and Famous magazines. Competitors include the Teen Choice Awards and MTV Video Music Awards. Justin Bieber and Cody Simpson are identified as two main artist players in the industry.
2017 Liberty County Chamber of Commerce Hinesville City Council UpdateLCpublicrelations
A quick synopsis of what the Liberty County Chamber has been busy doing this past year to benefit the community. Get a briefing on who is involved, what we are involved in, how we function and what services we provide.
This strategic communications plan aims to increase awareness of AGAPE, a non-profit organization serving the Bloomsburg area, through expanded media relations, events, and social media presence. The plan outlines 5 communication objectives focused on raising AGAPE's profile, gaining more donors and volunteers, and reaching a wider geographic area. Recommended tactics include developing relationships with local news outlets, organizing and participating in community events, creating social media accounts, updating collateral materials, and strengthening constituent engagement. The timeline details rolling out these tactics over the coming months and years.
This document provides case studies and strategies for three nonprofit art house cinemas - The Michigan Theater, Cinema Arts Centre, and Coolidge Corner Theatre - to strengthen their fundraising efforts. It discusses the importance of having an engaged board, sufficient staff and resources, and effective internal communications before ramping up public fundraising. It also offers tips for cultivating volunteer engagement, refining annual appeal messaging, strengthening community partnerships, saying thank you to donors, and challenging traditional fundraising rules to be more inclusive of all donors.
The BIG SND Film Festival is a multi-day event showcasing films, music, fashion and art that aims to make a positive impact. It will take place in Los Angeles and feature screenings, concerts and events over 4 days. A kickoff charity dinner will benefit child refugees. Top independent films, musicians and celebrities will participate. The festival emphasizes humanitarian causes and will recognize those in the entertainment industry helping relief efforts. Proceeds will support a nonprofit helping refugees. It aims to be an entertaining platform for exposure while bringing the creative community together for an important cause.
South Beach Wine and Food Festival Social Media Strategy Alexis Dawson
The South Beach Wine and Food Festival was one of the clients we were able to collaborate with in my Masters of Marketing program. In this specific project, I worked on the Recommendations based on data and created the Content Strategy Calendar while assisting my group with the overall presentation and research.
This document is a resume for Heather Hunter, a marketing and communications executive with over 20 years of experience in diverse industries. She has expertise in strategic marketing, public relations, event production, branding, advertising, and project management. Some of her professional accomplishments include spearheading the launch of a food manufacturing start-up company, growing a weekly farmers market, developing marketing plans for various organizations, and rebranding a Mexican resort.
Nancy Dudenhofer's resume outlines her experience and expertise in marketing, communications, and public relations spanning over 30 years, including roles as Assistant Director of Marketing and Communications for Kyrene School District and various director level marketing positions at television stations. She provides a comprehensive list of skills and achievements in developing marketing strategies, managing projects and budgets, and securing publicity. Her resume demonstrates a career focused on using communications to increase awareness, engagement, and financial support for organizations.
Florida CEC Vendor and Exhibitor Slide DeckKelly Grillo
This document provides information about the Florida Council for Exceptional Children's (FCEC) annual and leadership conferences, including sponsorship and donation opportunities. It outlines the FCEC's mission to improve outcomes for individuals with disabilities through professional development conferences. Sponsorship levels ranging from $100 to $2,500 are described that provide various benefits including recognition, exhibitor tables, registrations, and advertisements. The document requests donations for conference door prizes and details how donors will be recognized. Contact information is provided for questions.
Presentation to UNC Communications Council by
Linda Convissor, Director of Community Relations, UNC
Meg McGurk, Executive Director, Chapel Hill Downtown Partnership
Marlene Barbera, Director of Sales, Chapel Hill/Orange County Visitors Bureau
Kristen Smith, Vice President for Advocacy & Engagement, Chapel Hill-Carrboro Chamber of Commerce
This document provides information about sponsorship opportunities for three Paella festivals taking place in Florida, New Jersey, and California in 2015. It details the event dates and locations, expected audience demographics, event highlights including cooking competitions and cultural activities, and benefits provided to sponsors at different partnership levels for national sponsors engaged in all three festivals or regional sponsors in one location. Sponsor benefits include branding and logo placement, marketing and PR promotions, on-site activations and hospitality, and post-event recognition.
Hiphop Festival platform (investor relations)Alicia Vick
The document provides contact information for NC Hiphop Festival Inc., including the organizer Alicia Vick and address. It then discusses starting the festival to provide opportunities for the hip hop community and counter crime. It aims to represent women and show anything is possible with belief in oneself. The festival expects 50,000 attendees over 3 days in June 2019 in Durham, NC featuring nationally known and local recording artists. It sees the potential market as cultural curators, locals, tastemakers, and party crowds aged 21-34.
PLEASE READ INSTRUCTIONSSponsorship is often a n.docxpoulterbarbara
***** PLEASE READ INSTRUCTIONS********
Sponsorship is often a needed revenue stream to create successful events. In this assignment you will take on the role of a planner for the hypothetical festival. You will build a sponsorship benefits package appropriate for one of the festival options and then research four businesses that would be a good fit to recruit as a potential sponsor by following the prompts in the assignment.
Objectives:
To develop a distinctive sponsor benefits package for an event
To compose a professional introductory letter to a sponsor prospect
To communicate the connection between sponsor prospects (companies) and an event as well as the target audiencen.
Sponsorship Lessons:
Video 1: Types of Sponsorship
https://www.youtube.com/watch?v=gNsFixdWkL4&feature=emb_logo
Video 2: Why Companies Sponsor Events
https://www.youtube.com/watch?v=O6eqU-SIrro&feature=emb_logo
Video 3: Development of the Sponsorship Package
https://www.youtube.com/watch?v=UD5iPwcsZno&feature=emb_logo
Video 4: Sponsorship Recap
https://www.youtube.com/watch?time_continue=3&v=dm6Fd1mU5Rw&feature=emb_logo
Step One: Preparation
Review all Sponsorship Lessons above prior to moving forward with the assignment.
Read the Festival Scenarios below and choose the one that you would like to move forward with for this assignment.
Festival Options:
#1- Artistic Uprising
Artistic Uprising
is a colorful art festival merging together various forms of alternative art from the greater Oakland, CA area artists. Various buildings throughout the downtown area will be transformed into whitewashed canvases for artists to create their own murals over the course of two-days. Murals will be voted on at the end of the festival for bragging rights and spot in the mural competition next year. In addition to the murals, there will be art stations for visitors to make their mark on the city, on-site screen printing of the murals, live performances from the underground punk rock scene, and more. Art from the festival will decorate the city for the entire year.
The event will take place throughout several blocks of the city. While there will be participation from local business attendees will be roaming several blocks which will lead to a block party.
Target Audience:
Women 55%/Men 45%
Ages: 30-40
Annual income: $55,000 - $80,000
Own/Rent
Caucasian & Hispanic or Latin, Caucasian, African American
Cohabitate
Amateur artists
Enjoy urban outdoor events
Tech savvy
Like/have body art
Support the local art scene
Own original street artwork
Enjoy the underground art and music scene as opposed to mainstream
They try to shop local
Read local art publications for event calendars
Live on the outskirts of the city or within city limits.
#2 - ATL Hustle
ATL Hustle
is a festival that draws out Atlanta’s underground music scene to celebrate the talent and ambition of young, local hip-hop artists. In addition to main stage performance.
Similar to FBTSMarketingPlan_Elise_Rebecca_Ivy_Kate_Sandy (20)
3. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
EXECUTIVE SUMMARY
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Festival By The Sea will be revived and revamped in 2015, having closed in 2005. Forty years after
its inception, FBTS aims to tap into nostalgic memories of the residents of Saint John, New
Brunswick, drawing on their stories, memories and photos to bring the festival to life once again.
!
In 2005, Festival By The Sea was deemed not financially sustainable, having run a deficit for years.
Thanks to several generous donations and general community support, FBTS is able to return
August 11-14, 2016. There will be some noted differences in order for the festival to maintain a
level of financial sustainability: the festival will be revived as a 4-day weekend with 40 live
performances, not including the planned 20 FBTS partnered events around the city, and half of the
performances will be ticketed with individual performance tickets to weekend bundles available for
sale.
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Earned and contributed income strategies will be implemented to ensure the festival’s costs are
met and revenue is generated to cover overhead expenses for future years. Community, tourism
and corporate partners will be forged outside of the original donations. In addition, multi-year
contract agreements with these partners will be signed to ensure long term success of the festival.
!
The following promotional strategies will be implemented to increase ticket purchasing and
community engagement in FBTS:
■ Early bird ticket specials
■ Radio sweepstake contests
■ Student/Senior ticket discounts
■ The 1000 FBTS memories collected from the Festival archives, City residents, the
municipality, participating venues from past festivals (1985-2005) to be displayed online and
on the community art at The Saint John Art Art Centre
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In 2005, the organisational structure lacked full time employees and engaged Board Members,
having only two full-time staff to handle the day-to-day operations. Our commitment to
strengthening the festival’s organisational structure will involve hiring more full-time and part-time/
contract staff, and actively pursuing new Board members. By hiring additional staff we will work
towards better managing the 2016 festival, and will rebuild the festival’s six working committees
with the hopes of maintaining longevity.
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4. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
SITUATION ANALYSIS
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EVENT HISTORICAL PERFORMANCE
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Festival By the Sea has been a well-received festival within the Greater Saint John community,
which has primarily relied on ticket sales from the festival for its survival as a not-for-profit. This is
evidenced in the Revenue Allocations comparison graph from 2004 & 2005, the last two remaining
years of the festival’s run before its break:
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Unfortunately, the Festival had become accustomed to offering complimentary tickets as the main
feature of their sponsorship package, as this record of Main Stage tickets distributed
(complementary and sold) and then used from the final Festival in 2005 shows:
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5. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
Based on the Income Statements for 2003-2005 (below), the Festival was not financially
sustainable in its final years, but thanks to the generous support of new governmental and
business sponsors, a general community longing for the return of this great Saint John tradition,
and due to the new strategies to be put in place, Festival By the Sea will be revived for August
2016. The new strategies are elaborated upon under Positioning Strategy.
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6. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
CUSTOMER
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■ Primary geographic audience lives in the Greater Saint John area.
■ Based on the 2005 attendee, 44% of the attendees are between the ages of 35-59
■ Attendees 35-44 make up 22% of the total festival participants
■ Primary interested in popular music
■ Most likely to attend children’s performance
■ Attendees 45-59 make up 23% of the total festival participants
■ Age most interested in theatrical performances
■ Most likely to attend choral and symphonic performances
■ 36% attendees between the 15-34
■ Attendees 15-24 make up 17% of the total festival participants
■ Least likely to attend classical, operatic, and theatrical performances
■ Primary interest in popular music performances
■ 20-24 year-olds were the least likely to attend children performances
■ Attendees 20-24 make up 19% of the total festival participants
■ Age most interested in popular music
■ 20% of attendees were over the age of 60
■ Primary interest is theatrical performances
■ Least interested in popular music performance (only 7%)
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COMPANY
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■ First festival was in 1985, with the last festival in 2005
■ Nonprofit festival that did not do well financially. Never made a profit to reinvest in the
festival operations.
■ Used to run off two full time staff (General Manager and Event Coordinator), and a Board of
Directors (BOD)
■ 15 member BOD
■ BOD met regularly and several members were involved and chaired seven
committees:
■ programming
■ marketing
■ fundraising
■ executive
■ nominations
■ venue selection
■ volunteer
■ 150 volunteers and 30 temporary employees were also apart of the festival
■ Production and volunteer coordinator positions began in April
■ The rest of the temporary employees were typically students
■ Service recognition pins were given to volunteers who had served five years with
the festival
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7. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
■ During its years running, the festival saw 300+ artists wishing to perform at the festival
■ Only charged admission for 9 of the 100 concerts offered
■ Took place at nine different venues in the Greater Saint John area
■ Took place in mid-August every year
■ Originally ran 14 days but was trimmed to 9 days in 2000
■ Main venue was an open air stage in the heart of the city on the Bay of Fundy
■ The key functional areas of the festival’s success are: marketing, program development,
and fundraising
■ Sponsorships and volunteers only assured by previous year’s success
■ FBTS had to justify its existence every year making it hard for long-term planning
■ FBTS needed to raise its profile, along with maintaining its reputation as a high-quality,
economically accessible, Canadian centered, and community based festival.
■ Needed to profit to ensure continuity and city officials stated the future relied on corporate
sponsors and audience (the importance of a community event was lost on the officials)
■ 2015 will mark the revival after 20 years of not running, and 40 years since its first festival
!
CONTEXT
Political:
In the early 2000s when the Festival was nearing insolvency, political figures in Saint John and
New Brunswick were losing their faith in and enthusiasm towards the Festival.
Today, the federal government is becoming increasingly conservative resulting in fewer grants
for arts and culture.
Economic:
Unemployment rate among youth is the highest it has ever been. New Brunswick’s rural
economy is primarily forestry, mining, farming, and fishing. The urban economy is service-
based: health care, educational, retail, finance, and insurance sectors.
!
Sociocultural:
The population is becoming more educated, with less work experience.
The population is increasingly aging (19% of the population is expected to be 65+ by 2021).
New Brunswick currently has the second largest percentage of seniors (65+) in Canada and it
is expected to grow by 13% between 2011 & 2036 (CANSIM).
Bilingual province (French and English) although predominately English is spoken in and around
the immediate area of Saint John, N.B.
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Technological:
Social media is a great tool to gain free publicity. When the festival originally ran, it did not fully
utilise online services available, nor were as many options available.
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Environmental:
Increasingly environmentally conscious society. Maintaining low energy usage is celebrated.
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8. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
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Legal:
Needs to be an awareness of road closure permits, public space bylaws, Special Occasions
Permits (for sale and distribution of alcohol), and any changes for the aforementioned
municipal legislation.
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COLLABORATORS
Past Sponsors (primarily from 2005) include:
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■ The City of Saint
John
■ The Province of
New Brunswick
■ The Government
of Canada
■ Sobeys Inc.
(Presenting
Sponsor)
■ Du Maurier &
Global (Platinum
Sponsors)
■ Irving Oil Limited,
Geenet.ca,
Market Square
(Gold Sponsors)
■ NBTel (Silver
Sponsor)
■ Tim Hortons,
K-100, CHSJ
Radio, CFBC &
C98 (Bronze
Sponsors)
■ Amex Canada Inc.
■ Atlantic Lottery Corp.
■ Beaver Lumber
■ Brunswick Chrysler
Dodge
■ Brunswick Square
■ Castle Funeral Homes
■ Cendant Canada Inc.
■ Coca Cola Ltd.
■ Cyber Solutions
■ Colpitts Office
Products
■ Discount Car rentals
■ Downlink
Communications
■ “Here” newspaper
■ HSBC (Hong Kong
Bank)
■ Loch Lomond Mall
■ McGale &
Associates Inc.
■ Moosehead
Breweries
■ Nesbitt Butns
■ Office Outfitters
■ Sabien Cymbals
■ Saint John Times
Globe
■ Scotia McLeod
■ Sunbury Transport
■ Walker Insurance
■ Wilbers Garden
Centre
■ Xerox
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!7
9. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
COMPETITORS
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There are 13 festivals happening during the same month as Festival By The Sea in New Brunswick.
These festival themes range from music, arts, cultural, and religious focus.
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Type Name Photo
Music Performance
& Arts Exhibition
Artists on the Boardwalk
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(The Boardwalk functions as
one of very few pedestrian
spaces in Florenceville-
Bristol, where street
performers, craftsmen, and
artists actually have a large,
attentive and international
audience on a daily basis).
Music & Culture
Performance
La Foire Brayonne
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(The Foire Brayonne is a
music and cultural festival
held each summer in
Edmundston, New Brunswick
since 1979).
Music Performance The Sunseekers Ball Music &
Arts Festival
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(Outdoor Music Festival -
August 18, 19, 20, 21 2011 -
2393 Route 790 in Chance
Harbour, New Brunswick).
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10. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
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Music Performance Miramichi Folksong Festival
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(The Miramichi Folksong
Festival: Five days of music
for the entire family; Gospel
Concert; Singers, Dancers &
Fiddlers).
Music Performance New Brunswick Summer
Music Festival
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(The New Brunswick Summer
Music Festival is a
professional classical
chamber music festival now
in its second decade. Atlantic
Region audiences).
Culture Promotion Festival acadien
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(The Festival acadien de
Caraquet: a leader in cultural
promotion in Acadia for
almost 50 years. Festival
highlighting Acadian culture in
the Lanaudière region
through a program focused
on the history and Acadian
roots of many local
communities).
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11. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
CORE COMPETENCIES
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Festival By the Sea has a very high volunteer retention and satisfaction from year-to-year, and it
is not uncommon for volunteers to return to the festival for up to 5 years.
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SWOT ANALYSIS
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STRENGTHS
■ Has a nostalgic historical connection to residents in Saint John
■ Rich experience of a multi-disciplinary arts & culture festival
■ History of close relationships and great reputation with Canadian artists
■ Loyal staff who served the festival for more than a decade
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WEAKNESSES
■ Relied too heavily on key sponsors
■ Limited paid staff
■ Employees did not have shared values
Tangible Intangible Capabilities
■ Volunteer recruitment
■ Strong community
partners
■ Strong Canadian talent
■ Historical roots
■ Name recognition
■ Nostalgic appeal to
residents of Saint John
■ One of few large
festivals on the east
coast that provides
diverse canadian talent
in multiple genres
■ Strong collaboration
with community
partners.
■ Being a long standing
festival between
1985-2005, FBTS has
a special historical
meaning to the
residents of Saint
John. This allows for
attendees to regain an
emotional connection
with the festival upon
its return.
■ Able to generate
support and interest in
the Festival through
Staff contacts
!10
12. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
■ Financial management and cash flow budgeting
■ Difficulty in attracting and maintaining qualified employees
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OPPORTUNITIES
■ Collaborations with educational institutions i.e. the graduate students from the University of
New Brunswick as marketing consultants for the Festival
■ Bus tours and cruises are becoming increasingly more active in the area and partnerships
could develop to help give people more of a positive lifestyle experience
■ Growing understanding of importance of festivals to tourism and local economical
development could result in a stronger partnership with the municipality and province
■ Sponsorships opportunities with nation-wide organizations and companies
■ A shift in positioning of “sponsors” as “partners” results in a greater share in the expenses
and needs of the Festival and a greater feeling of investment in the event
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THREATS
■ New Brunswick economy ranked one of the worst in Canada (CBC News)
■ The number of arts and culture grants are gradually decreasing
■ Environmental constraints and uncertainty
■ Change in demographics and psychographics in Saint John
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KEY MARKETING ISSUES
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i. Brand management - develop strategic festival vision and brand positioning strategy
ii. Festival sustainability – evaluate festival model and opportunities to improve financial
performance
iii. Organizational structure & processes – evaluate effectiveness and efficiencies; board
governance (business plan)
iv. Festival partnership & fundraising – develop strategy and acquire skills to propel forward
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EVENT VISION & MISSION
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VISION
Be the leading sustainable arts festival in the Maritimes to provide a range of cultural performances
showcasing Canadian talent.
MISSION
Work as a nonprofit festival that aims to showcase Canadian artistic talent, while remaining
financially, socially, and physically accessible to individuals and families in the Greater Saint John
Area, allowing for the greatest number of citizens to attend.
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!11
13. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
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LONG TERM BRAND/MARKETING OBJECTIVES
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‣ Obtain at least six local partners/sponsors for two year contracts
‣ Secure a naming rights corporate sponsor for at least five year contract
‣ Have 40% of earned income through advertising sales
‣ Maintain an online digital annual reach of 150M over a three year span
‣ Brand recognition amongst 75% of the Maritime population by 2018
‣ Have 60% of tickets for events sold by the beginning of July before the festival
‣ community partners run events
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POSITIONING STRATEGY
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PRIMARY TARGET MARKET: FRONTIER FAMILIES
Demographic:
■ 30-50 years-old
■ Family members
■ Middle-income
Geographic:
■ Saint John, New Brunswick
■ Greater Saint John area
■ Province of New Brunswick
Psychological:
■ Looks to enjoy a good time with family members
Behavioural:
Lifestyle
■ Owns a car
■ Live with children and/or parents
■ Looking for activities which can be done with all the family members
Leisure
■ Supermarket shopping
■ Weekly outdoor activities
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SECONDARY TARGET MARKET: EMPTY NESTERS
Demographic:
■ age 45+
■ Professionals/retirees whose children have moved out of the family home
Geographic:
■ Saint John, New Brunswick
■ Greater Saint John area
Psychological:
■ Interested in arts, culture and entertainment
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14. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
■ Support local artistic talent
■ Christian and politically conservative values
Behavioural:
Lifestyle
■ Give to charity
■ Own cars
■ Looking for activities to fill their schedule
■ Own their house/apartment
Leisure
■ Going to concerts and the theatre
■ Shopping
■ Fixing and maintaining cars
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CONSUMER INSIGHT
■ Frontier families want unique, memorable and easily accessible festival experiences with
their family/friends in Saint John, New Brunswick.
■ Empty nesters want enjoyable and familiar activities to spend their increasing leisure time in
Saint John, New Brunswick.
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POINT OF DIFFERENCE
■ Festival by the Sea is the largest arts and culture festival in the Maritimes showcasing
Canadian talent.
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REASON TO BELIEVE
■ Festival by the Sea is easily accessible for Saint John residents, and provides high-quality
multi-disciplinary art performances that will build on to the festival’s pre-established legacy.
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RATIONAL BENEFITS
■ Located around Saint John in multiple venues that allows for convenient and financial
accessible entertainment
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EMOTIONAL BENEFITS
■ Feel proud to live in a city with the largest Canadian arts and cultural festival in the
Maritimes.
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POSITIONING STATEMENT
To frontier families, Festival By The Sea is the leading multi-faceted arts event in the
Maritimes, that promises to strengthen attendees’ connection to Canadian culture and local
pride because this festival is an accessible and renewed beloved Saint John tradition.
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BRAND ESSENCE
Multi-faceted, accessible, authentic, local and Canadian culture
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!13
15. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
PRODUCT STRATEGY
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Goal
To act as a cultural component of Maritime heritage while showcasing Canadian talent from across
the country and allowing for the greatest number of citizens to access these performances.
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Objectives
■ To book four well-known artists to headline over Friday-Sunday.
■ To hold 15-20 events that align with clubs, bars and other entertainment locations.
■ 30% of attendees attracted will have attended the festival previously
■ Have five themed venues around the city (i.e. popular music, classical/symphonic, folk/
bluegrass, blues/jazz, children)
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Strategy
Hold festival over a weekend, and extend invitation to local venues to host their own events.
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Plan
■ Hold the festival over a four-day period (Thursday to Sunday, August 11-13, 2016) instead
of the usual 9-days
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■ Host 40 concerts (down from the original 100) over the four days, with half the
performances being free.
■ Main festival venue will be a stage located by the Bay of Fundy
■ Sub-festival locations will be in local bars, galleries, and libraries. With small pop-up
stages around the city.
■ Invite 20 bars and venues to participate as partnered festival locations and host their own
events
■ Create certain themed venues that can attract different segmentations.
■ Popular music → geared towards youth and contemporary adults
■ Classical/symphonic → geared toward culture seekers
■ Folk/bluegrass → geared toward young adults, and older rural communities
■ Blues/Jazz → geared towards contemporary adults
■ Children → geared towards families
■ Diversify the festival offerings to better suit our target markets (e.g. include a beer garden,
or family zones)
■ Host a Battle of the Bands competition during the festival to encourage youth participation
and bring their families and friends
■ Use the established history of the festival to re-introduce this year’s event
Day Thursday Friday Saturday Sunday
Time 5:00pm -10:00pm Full day Full day 9:30am - 4:00pm
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16. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
■ To sign well-known acts on Friday and Saturday evening performances (e.g. Jim Cuddy or
Alanis Morissette)
■ Create contacts within the Canadian music industry
■ Create contracts/riders for entertainment acts
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PRICE STRATEGY
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Goal
To offer value to festival participants to maximize attendance and spending at the festival.
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Objectives
■ Increase ticket sales by 10% per day
■ Increase festival attendance by 7%, with an additional 2% on Saturday and Sunday
■ To provide a wide variety of merchandise at a competitive price, increasing sales by 5%
■ To elevate consumer satisfaction, measured through an online survey (on a scale of 1-10)
post-event, by 20%.
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Strategy:
■ Create bundles to encourage festival-wide participation while generating profit through
ticket sales
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Plan:
■ Provide consumers with the option of purchasing day passes, in addition to the full
weekend passes and single tickets for select performances.
■ Provide special bundles and/or early bird prices in order to let people share this festival with
their friends in advance.
■ People who complete the online survey after the festival will be entered in a draw to win a
$100 gift card to be used at our sponsor restaurant.
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Type Detail Price
Single Ticket 20 Performances Varied Per Performance
Day Pass One adult $75
Weekend Pass One adult $120
Student/Senior Weekend
Pass
With proper photo
identification
$95
Family Weekend Pass 2 adults and/or 2
children(under the age of 14)
$185
(Additional $20 per added
child under the age of 14)
Early Bird special a special 25% off code
offered in the social media
promotion period
!15
17. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
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*tickets can be purchased online through the FBTS PayPal account
*tickets/passes will also be available for sale through 50 partner ticketing and promotion locations
(partner restaurants, pubs, etc.)
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Entertainment Costs/Fees
■ Artist Fees - $200,000
■ Travel/Hospitality - $50,000
■ Production:
■ Main Stage - $75,000
■ Secondary Venues - $25,000
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Merchandising Prices:
■ Tote bags - $25.00
■ T shirts - $15.00
■ Key chains/Lanyards - $3.00
■ Commission (CDs, poster and souvenir of some performers) - $5 -$15.00
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PROMOTION STRATEGY
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Goal
To promote Festival by the Sea in a cost-effective and engageable manner, while utilizing the
history, of the festival in Saint John.
Objectives
■ To partner with local community radio stations to host radio sweepstake contests three
weeks before the festival, for a total of 150 minutes of air time.
■ Garner followers on Facebook and Twitter with our sweepstake contests: 5,000 likes on
Facebook and 2,000 followers on Twitter by a week before the Festival.
■ Forge collaborations with 1 local art gallery, the municipality, and participating venues and
artists from past festivals to create a collection of 1000 submissions of memories from
1985-2004 online and on the community board.
■ Have 50 different promotional channels for patrons to buy tickets (e.g. participating
restaurants, pubs, websites, galleries etc.) by June 2016.
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Strategy
Take advantage of the festival’s history and the emotional sentiments behind its revitalization,
and use personal stories and photos to promote the event in digital and physical forms.
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Plan
■ Utilise the opinion section of the local newspaper to have people share stories and
memories from FBTS
!16
18. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
■ Have special free events where you have to “Like” FBTS Facebook page to receive ticket
invite.
■ Have radio contests giving away free weekend passes daily for two weeks through having
callers guess clips of old Canadian songs.
■ Early bird ticket sale prices to promote the event and encourage early ticket purchasing
■ Utilise Instagram, Twitter, and Facebook to encourage people to post their own photos
from FBTS and their personal stories.
■ Collect these photos to create an online photo contest
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Timeline
May
■ Start announcing performers and venues that will be participating
■ Create an opinions section in local newspaper to begin sharing festival memories
June
■ Promotional materials will be released
■ Tickets go on sale
■ Start putting up posters around the city
■ Radio ad campaigns begin
■ Early bird promotions begin
July
■ Radio contests: play clips of Canadian songs and whomever calls and guesses wins two
tickets
■Happens once a day for two weeks
■ 8 week sweepstake competition
■Multiple prizes (donated by sponsors & include festival tickets)
August
■ Street team is hired to promote musical performances
■ Photo installations are placed around the city
■ Festival begins
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PARTNERSHIP STRATEGY
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Goal
Establish and maintain relationships with local government, transportation and tourism companies,
and local businesses to ensure the longevity and financial success of Festival By The Sea.
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Objectives
■ To obtain a Government grant totalling at least $100,000, receipt of which FBTS will be
notified by August 2015.
■ To secure at least five main sponsors by January 2016
■ Naming/Presenting Sponsor
■ Media Sponsor
■ Tourism Sponsor
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19. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
■ Food & Beverages Sponsor
■ Transit Sponsor
■ To leverage half of festival production costs through in-kind donations and partnerships by
July 2016.
■ To persuade the New Brunswick Minister of Tourism, Culture & Sport, Bill Fraser, and the
Mayor of Saint John, Mel Norton, to vocalize their support of the festival on social media
and public addresses by the 2016 event date.
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Strategy
Create brand recognition and generate revenue for Festival By The Sea and their partners/
sponsors.
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Plan
Government Partnerships
■ Canadian Arts Council
■ Council promotes arts, entertainment and culture
■ Apply for arts festival/music/artist grants in order to help for the funding of entertainment
throughout the festival through the Canada Arts Council website
■ Saint John City Council
■ Community Arts Funding Program: provides funding for non-profit and/or cultural services
within Saint John
■ Province of New Brunswick
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Tourism Partnership
■ Freedom Tours & Travel
■ Hosts tour companies, student groups and families/friends from around the world who are
visiting Saint John, New Brunswick and Atlantic Canada
■ Locally owned and operated company
■ Member of the Tourism Association of New Brunswick
■ Services include motor coach tours, river cruises, boat cruise tours and more
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Promotion Partnership
■ Saint John Transit
■ Pattison Outdoor Advertising: Advertising Agency for Saint John Transit for both interior/
exterior bus advertising
■ Options of advertising includes on the bus itself, bus panels, bus shelters and bus wraps
■ Provide city tours, airport and charter bus services
■ Services extend through the main lines, west and east-end routes, north and south routes
and comex areas in New Brunswick
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Promotional & Public Relations Partnerships
■ CBC (Network & Radio) - Saint John, New Brunswick
■ Radio - CBC accepts PSAs for non-profit organizations
!18
20. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
■ Network - Communications and partnership contact information provided on website
■ Target audience: frontier families
■ Local 107.3FM
■ Listener supported community and campus radio station in Saint John
■ Discuss local arts, culture, music and community news
■ Target audience: trendy youth
■ Eventbrite
■ Provides a tool to manage Festival By The Sea ticket sales, registration and attendance
■ Online application widely implemented and used by Saint John residents for events
including Snowfest, Red Triangle Award Gala, Hair of the Dog Brunch and more
■ Telegraph-Journal, Brunswick News Inc
■ New Brunswick’s provincial newspaper and Saint John’s community newspaper
■ Informs Saint John residents about both global and local news, businesses, sports,
entertainment and arts
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Product Partnerships/Sponsorships
■ Beer Company
■ Partner with one-two local beer breweries (Big Tide Brewing Co., Moosehead Breweries,
etc.)
■ Beaver Buzz (Energy Drink)
■ Canadian-owned company that provides three main energy drinks (Citrus, Saskatoon
Berry, Green Tea)
■ Available at London Drugs, the Real Canadian Superstore, 7/11, and numerous other
independent retailers
■ President’s Choice
■ Owned by Loblaw Companies Limited
■ Offers a variety of grocery and household items and provides financial services
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Company Partnerships
■ Securitas
■ Security services include On Site Guarding, Mobile Guarding, Remote Guarding,
Technology Solutions, Corporate Risk Management and Investigations
■ Customized security package can meet the needs and wants for Festival By The Sea
■ MCR Rental Solutions
■ Provides full AV equipment rental coverage in New Brunswick
■ Products include microphones, mixers, speakers, projector screens, and more
■ CIBC
■ Locations all across Canada
■ Organization has a strong focus on sponsoring arts, culture and sporting causes and
events; apply for funding online and most organizations receive donations of less than
$10,000
■ Morris Music Ltd.
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21. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
■ New Brunswick musical instrument store and provides music lessons for bass, drums,
piano, fiddle and guitar
■ Other services include music instrument rentals, commercial sound and video installations,
and more
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PEOPLE STRATEGY
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Goal
To restructure the Festival Board and staff in 2 years to ensure an even distribution of workload
across the two bodies with a distinct plan to maintain the Festival’s partnerships, and therefore,
fiscal sustainability.
!
Objectives
■ To have a functional Fundraising Committee, with clearly articulated fundraising goals for
the year, comprised of 5 core members by November 2015.
■ To have at least one staff member (full-time, part-time or contract) on each of the 6
functional committees by April 2016.
■ To be able to hire 3 additional full-time staff (1 contract) and 2 more part-time staff by April
2017.
■ To have at least 50 trained festival volunteers that work at least two days of the festival.
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Strategy
Recalibrate the staff structure to hire more employees, properly outline the functions and rebuild
the Festival’s 7 working committees.
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Plan
■ Through applications for government youth employment grants, arts & culture grants, and
sponsorship funding:
■ Hire 1 full-time Partnership Coordinator by September 2015 under a two-year
contract
■ Create a Marketing Manager position that will be full-time contract (9 months) to be
filled by January 2016.
■ Make the Production Coordinator position a part-time staff position, to be filled by
February 2016 for a minimum of one year
■ Actively pursue Board Members, especially to sit on the Fundraising Committee, through
local business and tourism organization partnerships
■ Establish Fundraising Committee goals for Year 2016 by December 2015 as a committee in
collaboration with the General Manager and Event Coordinator
■ Train 50 festival volunteers who will commit to work two days of the Festival and include
volunteering incentives (cover meals with the Food/Beverage Sponsor, a small merchandise
gift in their welcome package, the opportunity to attend the Volunteer Appreciation Bashes)
■ Plan to continue the tradition of distributing service recognition pins to volunteers after they
have served five years with the festival in a special evening celebration (any previous
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22. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
volunteers from before 2005 who return will have their previous years count towards
earning this recognition pin)
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!
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PHYSICAL EVIDENCE STRATEGY
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Goal
To tap into feelings of nostalgia and the excitement of rejuvenation regarding the re-introduction
of Festival by the Sea through promotional campaigns and art installations with a strong
physical presence throughout the City of Saint John.
!
Objectives
■ Have 5 bus shelter posters situated at major transit hubs starting from June 2016.
■ Have 15 poster art installations erected around a 15 kilometer radius of the main stage
from two weeks leading up to the festival.
■ Have 7 stand-alone festival venue layout maps staged around the City including the
locations of satellite participating venues by festival weekend.
■ Have naming sponsor and festival name on volunteer T-shirts being worn at venues around
the city.
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Strategy
To ensure the visibility of the Festival by the Sea brand and of the festival’s sponsors through
consistent visual festival identity and nostalgic images.
!
Plan
■ Purchase advertising Saint John Transit for bus shelter posters
■ Holographic: One angle shows the festival in the present years, the other angle
shows an old photo of the festival from 1985
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23. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
■ The large main stage over looking the Bay of Fundy
■ Old festival photos from the 90s plastered against the walls of buildings in the downtown
core
■ Sponsor site
■ Festival By The Sea colours and logo
■ Decor design
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MARKETING BUDGET
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FBTS MARKETING BUDGET
YR 2016
OFFLINE
In-kind radio air time (60 mins) - CBC/107.3FM $ 3,500
Postering
-Design fees $ 6,000
-Printing costs (in-kind) $ 3,500
-Bus & Public Art Installations $ 17,000
In-kind print advertising - New Brunswick News
Inc.
$ 1,000
Signage & the Event Program $ 3,500
ONLINE
Website Hosting $ 3,000
-Website design fees $ 6,000
-Consultation/selling $ 7,000
-Bloggers $ 2,500
-Trailer video Production Fees $ 5,000
Eblasts -Constant Contact annual subscription $ 1,200
Facebook ads $ 3,000
Sweepstakes - 8 weeks
-Web Promotion $ 3,000
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24. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
!
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FINANCIAL PLAN
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-Prizes (donations from sponsors
+ comp Festival ticket packages) $ 4,000
Administration $ 30,000
Expenses Misc. $ 1,500
TOTAL $ 88,700
2003 Actual 2004 Actual 2005 Actual 2016 Projected
Revenue
Ticket Sales 87,696 82,637 88,778 112,450
Sponsorships 265,952 255,147 242,513 278,843
Grants 114,212 132,731 93,498 115,300
Merchandise/Other 14,173 3,621 2,358 10,500
Food/Beverages 4,000
Total Revenues $482,033 $474,136 $427,147 $521,093
Expenses
Administration 121,081 125,839 108,602 130,000
Labour 39,605 35,841 42,125 43,696
Marketing 89,636 80,700 63,661 88,700
Merchandise 15,204 10,166 4,000
Performer’s
Expenses
109,712 125,232 126,966 125,000
Production 114,867 101,516 94,313 100,000
Program
Coordination
8,500 10,381 10,000 10,025
Total Expenses $499,967 $489,675 $445,667 $501,421
Net Income ($17,934) ($15,539) ($18,230) $19,672
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25. Professor: Nancy Bodi
SEA 115 -Event Marketing Management
REFERENCES & WORKS CITED
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1. "2014 MGMA Awards." Maritime Gospel Music Association. N.p., n.d. Web. 14 Apr. 2015.
<http://www.mgma.ca/>.
!
2. "About the Festival." Miramichi Folk Song Festival. N.p., n.d. Web. 14 Apr. 2015. <http://
www.miramichifolksongfestival.com/about.html>.
!
3. Bodi, Nancy. “King Fest Music Festival Celebrate Ontario Grant Application.” SEA 115 - Event
Marketing Management Readings. 2008. Print.
!
4. Bodi, Nancy. “YRAC Tourism Partnership & Yorkscene.com IMC Plan.” SEA 115 - Event
Marketing Management Readings. 2014. Print.
!
5. "Canadians in Context - Aging Population." / Indicators of Well-being in Canada. N.p., n.d.
Web. 14 Apr. 2015. <http://www4.hrsdc.gc.ca/.3ndic.1t.4r@-eng.jsp?iid=33>.
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6. "Festival Acadien De La Nouvelle-Acadie." Bonjour Québec. N.p., 01 Aug. 2014. Web. 14 Apr.
2015. <http://www.bonjourquebec.com/qc-en/events-directory/festival-special-event/festival-
acadien-de-la-nouvelle-acadie_266391483.html>.
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7. "Festivals, New Brunswick." Festivals, New Brunswick. N.p., n.d. Web. 14 Apr. 2015. <http://
new-brunswick.net/new-brunswick/festivals.html>.
!
8. "New Brunswick Summer Music Festival." Tourism New Brunswick. N.p., n.d. Web. 14 Apr.
2 0 1 5 . < h t t p : / / w w w . t o u r i s m n e w b r u n s w i c k . c a / P r o d u c t s / N /
NewBrunswickSummerMusicFestival.aspx>.
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9. News, CBC. "New Brunswick's 'struggling' Economy Ranks near Bottom of Report - New
Brunswick - CBC News." CBCnews. CBC/Radio Canada, 15 May 2014. Web. 14 Apr. 2015.
<http://www.cbc.ca/news/canada/new-brunswick/new-brunswick-s-struggling-economy-
ranks-near-bottom-of-report-1.2642653>.
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10. "Photos." Symposium De Peinture RendezVous Des Artistes. N.p., n.d. Web. 14 Apr. 2015.
<http://www.rendezvousdesartistes.com/photos/2013-2/>.
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