Sawdust Art Festival - Marketing Communication Proposal.

Marketing Communication Proposal
Presented to
Return On Imagination.
Presented by

2
Today’s Agenda
 Key observations
• Competitive landscape
• SWOT
 Recommendations
• Key messaging
• Positioning
• Target audiences
 Credentials
 Compensation

3
Comparison guide of select
summer events in Southern California
Number of Artists/
Participants
200 140 125 500
world-class athletes
Annual event
attendance
200,000
POM
150,000
60,000 1,070,061 1,274,442 200,000
Ticket prices Adults
$7.50
Children
$3.00
POM
$50-100
FOA
Adults
$7.00
Children
$4.00
Adults
$7.00
Children
< 12
$Free
Adults
$10.00
Children
$5.00
Wide
variety of
discounts
Adults
$13.00
Children
$7.00
Wide
variety of
discounts
Adults
$Free
Children
$Free
Visitor workshops Yes Yes Yes Yes
Competitions
and Contests
Yes
Competitions
and Contests
Yes
Variety of
clinics offered

4
Sampling of
June Competitive Event Activity
Sun Mon Tue Wed Thu Fri Sat
1 2 3 4 5 World Environment Day
6 7 8 9 10 11 12
13 14 Flag Day 15
Sawdust Festival
SD County Fair
16
Sawdust Festival
SD County Fair
17
Sawdust Festival
SD County Fair
18
Sawdust Festival
SD County Fair
19 Juneteenth
Sawdust Festival
SD County Fair
Irvine Irish Fair and Music
Festival
20 Father’s Day
Sawdust Festival
SD County Fair
Irvine Irish Fair and
Music festival
Temecula Pechanga
Microbrew Festival
21 Summer Begins
Sawdust Festival
22
Sawdust Festival
SD County Fair
23
Sawdust Festival
SD County Fair
24
Sawdust Festival
SD County Fair
25
Sawdust Festival
SD County Fair
Art-A-Fair
HB Farmer’s Market
& Art Fair
26
Sawdust Festival
SD County Fair
Art-A-Fair
Temecula Street Painting
Festival
SD 31st Annual Ocean
Beach Street Fair & Chili
Cook-off
27
Sawdust Festival
SD County Fair
Art-A-Fair
Temecula Street
Painting Festival
28
Sawdust Festival
Art-A-Fair
29
Sawdust Festival
SD County Fair
Art-A-fair
30
Sawdust Festival
SD County Fair
Art-A-Fair

5
Sampling of
July Competitive Event Activity
1
Sawdust Festival
SD County Fair
Art-A-Fair
2
Sawdust Festival
SD County Fair
Art-A-Fair
3
Sawdust Festival
SD County Fair
Art-A-Fair
4 Independence Day
Sawdust Festival
SD County Fair
Art-A-Fair
SD 10th Annual Big Bay
Boom Fireworks
5
Sawdust Festival
SD County Fair
Art-A-Fair
6
Sawdust Festival
Art-A-Fair
7
Sawdust Festival
Art-A-fair
Festival of Arts/POM
8
Sawdust Festival
Art-A-Fair
9
Sawdust Festival
Art-A-Fair
Temecula Valley Int’l
Jazz Festival
10
Sawdust Festival
Art-A-Fair
Temecula Valley Int’l
Jazz Festival
11
Sawdust Festival
Art-A-Fair
Temecula Valley Int’l Jazz
festival
12
Sawdust Festival
Art-A-Fair
13
Sawdust Festival
Art-A-Fair
14 Bastille Day
Sawdust Festival
Art-A-Fair
15
Sawdust Festival
Art-A-Fair
16
Sawdust Festival
Art-A-Fair
OC County Fair
17
Sawdust Festival
Art-A-Fair
OC County Fair
SB French Festival
Bastille Day Celebration
18
Sawdust Festival
Art-A-Fair
OC County Fair
SB French Festival Bastille
Day Celebration
19
Sawdust Festival
Art-A-Fair
20
Sawdust Festival
Art-A-Fair
HB Surf City Nights
Street Fair
21
Sawdust Festival
Art-A-Fair
OC County Fair
22
Sawdust Festival
Art-A-Fair
OC County Fair
23
Sawdust Festival
Art-A-Fair
OC County Fair
24
Sawdust Festival
Art-A-Fair
OC County Fair
25 Parents' Day
Sawdust Festival
Art-A-Fair
OC County Fair
26
Sawdust Festival
Art-A-Fair
27
Sawdust Festival
Art-A-Fair
28
Sawdust Festival
Art-A-Fair
OC County Fair
29
Sawdust Festival
Art-A-Fair
OC County Fair
30
Sawdust Festival
Art-A-Fair
OC County Fair
31
Sawdust Festival
Art-A-Fair
OC County Fair

6
Sampling of
August Competitive Event Activity
1 Friendship Day
Sawdust Festival
Art-A-Fair
OC County Fair
HB US Open Surfing
2
Sawdust Festival
Art-A-Fair
HB US Open Surfing
3
Sawdust Festival
Art-A-Fair
HB US Open Surfing
4
Sawdust Festival
Art-A-Fair
OC County Fair
HB US Open Surfing
5
Sawdust Festival
Art-A-Fair
OC County Fair
HB US Open Surfing
6
Sawdust Festival
Art-A-Fair
OC County Fair
HB US Open Surfing
Imperial Beach US
Open Sandcastle
Competition & Festival
7
Sawdust Festival
Art-A-Fair
OC County Fair
HB US Open Surfing
IB US Open Sandcastle
8
Sawdust Festival
Art-A-Fair
OC County Fair
HB US Open Surfing
Imperial Beach, US
Open Sandcastle
9
Sawdust Festival
Art-A-Fair
10
Sawdust Festival
Art-A-Fair
11 Islamic Ramadan
Sawdust Festival
Art-A-Fair
OC County Fair
12
Sawdust Festival
Art-A-Fair
OC County Fair
13
Sawdust Festival
Art-A-Fair
OC County Fair
14
Sawdust Festival
Art-A-Fair
OC County Fair
Venice Beach Summer
Fest
15 Assumption Day
Sawdust Festival
Art-A-Fair
OC County Fair
HB Summer Concerts
Venice Beach Summer
Fest
16
Sawdust Festival
Art-A-Fair
17
Sawdust Festival
Art-A-Fair
18
Sawdust Festival
Art-A-Fair
19 National Aviation Day
Sawdust Festival
Art-A-Fair
20
Sawdust Festival
Art-A-Fair
21
Sawdust Festival
Art-A-Fair
22
Sawdust Festival
Art-A-Fair
HB Summer Concerts
23
Sawdust Festival
Art-A-Fair
24
Sawdust Festival
Art-A-Fair
25
Sawdust Festival
Art-A-Fair
26 Women's Equality Day
Sawdust Festival
Art-A-Fair
27
Sawdust Festival
Art-A-Fair
28
Sawdust Festival
Art-A-Fair
Pageant of the Masters’
Celebrity Gala
29
Sawdust Festival
Art-A-Fair
HB Summer Concerts
30 31

7
And, there’s more . . .
 Disneyland
 California Adventure
 Knott’s Berry Farm
 Legoland
 Six Flags Magic Mountain
 Sea World
 San Diego Wild Animal Park
 Universal Studios Hollywood
 Raging Waters
 Wild Rivers
 White Water Canyon
 San Diego Zoo
 Catalina Island
 Aquarium of the Pacific
 And, more

8
Summer is a busy time
in Southern California
You better have a compelling story
to combat competitive events
And you do . . .
Sawdust Summer Art Festival is
“one of the top art and crafts
festivals in the nation.”
As voted by readers of American Style Magazine.
The nation's premier arts magazine for art, collectors and cultural travelers.

9
Initial observations of
Sawdust’s business situation
INTERNAL
EXTERNAL
NEGATIVE
POSITIVE
Strengths Weaknesses
ThreatsOpportunities
•Fun for the entire family
•Desirable location
•Variety of original art & crafts
•Casual and relaxing ambiance
•Focused management/staff
•One of the top art festivals
in the nation
•Confusion with Festival of the
Arts and Art-A-Fair
•Possible lack of awareness
among prospective visitors
•Event’s relevance
•Possible absence of strong
sales/marketing experience
•“Passport to the Arts” entry
ticket (co-marketing tickets)
•Consider additional co-
marketing activities
•Potential diversification into new
market segments
•Economic downturn could
reduce consumer travel and
demand
•Stiff local/regional competition

10
Current target audience observations
 Adults 25-54, skewed to women
 Represents 3 generations
• Boomers: 45-63
• GenX: 30-44
• GenY/Millennials:15-29
 Different media habits
 Different lifestyle and
entertainment preferences

11
We can develop a more precise
target audience profile
 Using your existing database and
Mosaic we can
• Develop more precise demographic and
geographic profiles
 Using other syndicated resources we
can
• Identify their media consumption habits
and preferences
• Identify their shopping, lifestyle and
entertainment preferences
 The benefit
• Ultimately, create more efficient and
effective marketing and communications

12
We’ve already started thinking about and
profiling your target audience using Scarborough
 Initial composite target profile based on:
• Events Attended/Places visited in past 12 months
Shopped at an Arts/Crafts store
Attended either LA County Fair or OC Fair or
Street/Community Fair or Art Museum
Source: Scarborough Research is the premier source for consumer shopping insights.
For more than 30 years Scarborough has been measuring American lifestyle and
shopping patterns, media consumption habits and demographics on a local, regional
and national basis. This is one of the many tools we offer.

13
The initial composite profile
from Scarborough looks like this
 Gender
• Men – Index: 69
• Women – Index: 130
 Age
• 25 to 34 – Index: 97
• 35 to 44 – Index: 100
• 45 to 54 – Index: 115
• 55 to 64 – Index: 112
 HHI
• $50K to $75K – Index: 103
• $75K to $100K – Index: 159
• $100K to $150K – Index: 154
• $150K+ -- Index: 154
 Education
• Post graduate degree – Index: 154
• Some post graduate – Index: 193
• College graduate – Index: 139
• Some college – Index: 133
• High school graduate – Index: 64
 Marital Status
• Never married – Index: 85
• Married – Index: 110
• Divorced/separated – Index: 105
• Widow – Index: 69
 Occupation
• Management/business/financial operations –
Index: 141
• Professional and related occupations – Index:
157
• White collar – Index: 132
• Blue collar – Index: 65
 Ethnicity
• White – Index: 101
• Black/African American – Index: 49
• Hispanic – Index: 68
• Asian – Index: 124
• Other – Index 130
 Household Size
• 2 – Index: 116
• 3 – Index: 98
• 4 – Index: 121
• 5+ -- Index: 80
 Homeownership
• Own – Index: 122
• Rent – Index: 72

14

15
Brand identity and positioning exploration
Program Tactics
Brand
Identity
Values
Every art patron, workshop
participant, artisan and visitor is
considered a valuable
stakeholder and worthy of our
respect and highest regard
Mission
The Sawdust Art Festival is a
non-profit organization dedicated
to educating the public
and promoting the art created in
Laguna Beach
Vision
The Sawdust Art Festival will be
the summer destination for adults
and children to learn, enjoy and
purchase original art and crafts in
Southern California
Brand Positioning
Brand/Brand Essence
Brand Positioning
For adults and children who want to watch,
mingle and participate with artisans in the
creation of original art and crafts in a
beautiful outdoor setting, the Sawdust
Summer Art Festival is the place to be
Brand/Brand Essence
The Sawdust Summer Art Festival is a fun
experience for adults and children who
enjoy original art and crafts in a beautiful
outdoor setting
Advertising
Print/Online
PR/Media
Relations
Marketing/Promotional
Tactics

17
Sawdust’s key attributes and benefits
ATTRIBUTES
1. Original art, crafts, live music,
roving entertainment, food and
refreshments in a beautiful outdoor
setting of eucalyptus groves,
sawdust covered lanes, bubbling
brooks, and gurgling fountains
2. Voted one of the top art festivals in
the nation by reader’s of American
Style Magazine
3. Over 200 local artists and
craftspeople
4. One of the only fused-glass kilns
on public view in the country
5. “Passport to the Arts” entry ticket
BENEFITS
1. Fun for the entire family
2. Validates Sawdust as a
legitimate “art and crafts
destination” and “must see”
event
3. Huge variety of original art and
crafts, demonstrations, and
complimentary workshops for
children and adults
4. Watching a gather of 2000°
molten glass be blown is a
breath-taking experience that
enthralls visitors young and old
5. Big savings – for $19 visitors
save $17 and get all 3 festivals
all season long

18
Preliminary marketing and
communication objective and strategy
 Objective
• Drive traffic/attendance at the 44th Annual Sawdust Summer
Art Festival (June 15th – August 29th)
 Strategy
• Position Sawdust as “one of the top art and crafts festivals in
the nation”
• Promote “Passport to the Arts”
3 festivals for 1 low price of $19 (savings of $17)
Good for the entire season

19
Preliminary tactical considerations
 Collateral for travel/visitor bureaus
 Direct mail postcards (3X, one drop
every 3 weeks)
 Duratrans with take-one stand at local
high-traffic shopping venues and
airport terminals (this where tourists
and locals with disposable income are)
– South Coast Plaza, Fashion Island,
Spectrum, Beverly Center, The Grove,
Third Street Promenade, LAX, SNA,
SAN
 Hotel room keys imprinted with
Sawdust image and dates at all
Laguna Beach and surrounding hotels
for entire 9-week run
 Newspaper wrap on hotel papers
delivered to guest rooms
 Online banner ads on select travel
sites – Kayak, Orbitz, Priceline,
Hotwire, Expedia, Travelocity, etc.
 Email – Permission-based HTML email
 Posters in local Laguna Beach
storefronts, hotels and restaurants
 Print and online advertising in Friday
and Sunday “Weekend Calendar” – LA
Times, LA Times OC edition/Daily Pilot,
OC Register, Laguna Beach
Independent and Coastline Pilot, San
Diego Union-tribune, North County
Times – and their online properties
 Table tents at local restaurants and in-
room at local/surrounding hotels
 Take-one stands and inserts at
Concierge desks at local shopping
venues and hotels
 Text messaging to promote “Passport
to the Arts” ticket entry and specials at
restaurants, shopping, spas, nightlife
and much more in Laguna Beach

20
Mobile marketing (text messaging)
consideration for Sawdust
1. Add call-to-action on all promotional materials – ads,
direct mail, posters, flyers, etc.
“Take advantage of Passport to the Arts, a 3-for-1
pass that gives you unlimited access all summer long
to Sawdust Art Festival, Art-A-Fair, and Festival of Arts
– for only $19. Text 13787 Sawdust on your mobile
device. Or visit SawdustArtFestival.org.”
2. Prospect sees the call-to-action on the ad and
expresses interest by texting
3. We capture their phone number in a database and
reply with:
“To get your $19 Passport to the Arts ticket click
www.PassportTix.com, visit our website or box office
today.”
4. Smart phones can purchase via link
5. All other purchases via website or box office
6. Importantly, we’ve promoted the offer and captured
prospect information and can now follow-up and
interact with prospect
7. Tracking – we can use different short codes and
keywords for different offers, different media and
different festivals to identify what offers and media is
working best
 Pro Forma Cost based on usage volume:
• Sawdust attendance: 200K
• Festival of Arts (POM) attendance: 150K
• Art-A-Fair attendance: 60K
• Estimated total: 410K @ 5% = 20,500
 20,500  3 months = 6,833 messages/Mo.
 $2,400 per month x 3 months = $7,200
• Inbound and outbound messaging
• Database building and management
• 1 keyword usage, e.g., “Sawdust”

21
Summary of key observations
Consider additional co-marketing
activities with Festival of the Arts,
and Art-A-Fair
Budget
• Media: $125K
• Production: TBD
• Other services/fees: TBD
Target audience profiling
• Use Mosaic and other syndicated
resources to better define and target
prospects
Key messaging
• Promote Sawdust as “one of the top
art & crafts festivals in the nation”
• Promote “Passport to the Arts”

Credentials

33
No retainers. No contracts.
No long-term commitments.
Just affordable, measurable results
on an as-needed, project-by-project basis.
Welcome to the new world order.

34
“It’s not the size of the budget,
but the size of the imagination
that makes a difference.”
Our guiding principle:

35
“To help companies achieve
their business goals by
generating demand, driving sales
and building brand value
through effective marketing and
communication programs.”
Our mission

36
Services available on an
as-needed, project-by-project basis

37
All good agencies have a strategic development
process (or should have), this is ours . . .

38
Relevant brand experience

39
Sawdust’s core team
Brad Londy
Co-Creative Director
University of Michigan
Newhouse School of Communications
Experience: 20+ years
•Ammirati & Puris
•Kirshenbaum Bond & Partners
•Messner Vetere Berger Schmetterer
•Young & Rubicam
Paul Christensen
Co-Creative Director
Utah Valley University
Alleghney College
•Bozell Worldwide
•Foote Cone & Belding
•Goldberg Moser O’Neil
•O’Leary and Partners
John Maher
Media Director
Clemson University
•Foote Cone & Belding
•U.S. Int’l Media
•Western Int’l Media
Debra Miller
Director, Traffic/Production
CSU/Northridge
•30Sixty Advertising & Design
•Coldwell Banker Previews Int’l Real Estate
•Walt Disney Company
Bill Barrick
Account & Planning Director
FSU and ASU
•Bozell Worldwide
•Cochrane Chase, Livingston & Co.
•Foote Cone & Belding Worldwide
•NW Ayer

40
Next Steps
1. Meet to discuss goals and objectives
2. Agree to a specific project needs and assignments
3. Generate project estimates
4. Prioritize projects and develop production schedules
5. Sign and begin work

Sawdust Art Festival - Marketing Communication Proposal.

More Related Content

What's hot

Viewers also liked

Similar to Sawdust Art Festival - Marketing Communication Proposal.

More from Bill Barrick

Recently uploaded

Sawdust Art Festival - Marketing Communication Proposal.