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1. Marketing Activation Proposal and Plan:
Markham Globalfest, Find PACHI and the Grelfie
Project
Written By:
Katherine Dionne
Jiahui Ye
Lyla Abdenour
Chandni Bhatia

2. Professor: Eric Lariviere
SEA 265: Festivals and Tradeshows
2
Executive Summary
The summer of 2015 will be an exciting time for the city of Markham due to the Pan Am/Parapan
Am Games, and the five sporting events the city will be hosting. The Games represent diversity,
and all of us coming together to celebrate the power of sport, which is why Markham’s involvement
is monumental. In support of the Games, Markham has created three initiatives to celebrate the
Games and the diversity of such a great city:
• Markham Globalfest
• Find PACHI
• Grelfie Project.
These initiatives will be promoted through an activation, taking place on June 18, 2015 at Seneca
College King Campus. Due to generous donations and services from the city of Markham and
Seneca College Student Federation, our budget will remain at zero dollars, with these partners
providing all of the branded material and equipment necessary to hold such an event. Our
activation will consist of a 10 x 10 booth, covered in branded material, as well as implementing a
mini sports area beside the booth.
The following promotional strategies will be implemented to increase brand awareness of Markham
Globalfest, Find PACHI and the Grelfie Project:
• Hand out promotional flyers and freebies
• Set up a mini sports area (golf/table tennis)
• The use of a selfie stick, allowing students to take pictures with promotional material
• Members of the team will walk around campus engaging with students and handing out
flyers
The activation will be set up next to the cafeteria with this location having the highest amount of
foot traffic, allowing us to make maximum amount of impressions. In addition our team is very
diverse, allowing us to connect with the multicultural and multilingual demographic at King
Campus. With these initiatives meant to celebrate the Games and in turn celebrate the America’s
and the diversity of our great nation, it is imperative that we utilize our team’s diversity and connect
with the various cultures and languages on campus.
Our commitment to promoting Markham Globalfest, Find PACHI and the Grelfie Project will prove
to be a success, creating a legacy of the Games and the city of Markham and all the people that
were involved.

3. Professor: Eric Lariviere
SEA 265: Festivals and Tradeshows
3
Project Goal
Build awareness of three initiatives: Markham Globalfest, Find PACHI, and The Grelfie Project to
staff and students at Seneca College King Campus and beyond.
Objectives
• Hand out 150 flyers promoting Markham Globalfest, Find PACHI, and The Grelfie Project
• See an increase of users using the hashtags #MarkhamGrelfie and/or #FindPACHI by 2%
one week after the activation
• Build a 5% increase of brand awareness of the Markham Global Fest, making 300
impressions
• Give away 20-30 branded freebies
• Get 50 students to take a “selfie” with our PACHI cutout
• Get 25 students to engage in our mini sports activities
Strategies
• Give Out Flyers and Freebies
o Two of our team members will stay with the activation booth promoting Find PACHI
and the Markham Grelfie Project
o Two members will walk around the campus handing out promotional flyers to staff
and students, with the intention that these students will visit our booth
o This strategy will ensure we make as many lasting impressions as possible
• Set Up a Mini Sports Area
o Beside our activation booth we will set up a mini sports area, where we will have
mini golf or table tennis (ping pong) available for students to play and compete,
immersing them in Pan Am sports
o We will give the winner a Pan Am/Parapan Am branded freebie given by the City of
Markham (tattoo/sticker or rubber bracelet)
o We will encourage the students to post a photo of their winnings on social media
using the hashtag #MarkhamGrelfie OR #MarkhamGlobalfest, further promoting
these initiatives
• Selfie Stick
o We will have two selfie sticks at our booth, and offer students to take a picture with
our PACHI cut out, asking participants to post on social media with the hashtag
#MarkhamPACHI and #MarkhamGrelfie

4. Professor: Eric Lariviere
SEA 265: Festivals and Tradeshows
4
Event 5 W’s
What?
Hold an activation at Seneca College King Campus to promote three initiatives in relation to the
Pan Am/Parapan Am Games: Markham Globalfest, Find PACHI, and the Markham Grelfie Project.
• Markham Globalfest: a 9 day festival that is free for attendees, located directly outside the
Markham Pan Am Centre, celebrating the cultures of the America’s
• Find PACHI: Find 1 of the 41 posters of PACHI throughout York Region and take a selfie
with him. Share the picture on social media with the hashtag #MarkhamPACHI for a chance
to win an iPad Air
• Grelfie Project: Take a selfie or a group selfie anywhere or with one of the 41 PACHI
posters distributed across York Region, and upload it to social media with the hashtag
#MarkhamGrelfie to be apart of a huge Grelfie art mosaic that will be installed in the new
Markham Pan Am Centre
A 10 x 10 booth will be set up on site, where there will be branded gear distributed and displayed
(freebies and plush PACHI’s). Promotional flyers will be handed out to the student body, and a mini
sports area will be set up to attract students. Selfie sticks will be available for students to use; they
will take a picture with the PACHI cut out, and post to their social media profiles amplifying the
#MarkhamPACHI and #MarkhamGrelfie hashtags.
Who?
This activation is intended to attract the King Campus student body and staff on campus. In
addition to the students and staff, we hope these initiatives will further spread to our target markets
of young adults, who enjoy community engagements and sports through an increase of social
media activity.
Where?
Our activation will take place at Seneca College King Campus.
Address:
13990 Dufferin Street
King City
ON L7B 1B3
The activation booth will be set up in front of the cafeteria, which is the busiest part of the campus,
allowing us to gain maximum exposure.

5. Professor: Eric Lariviere
SEA 265: Festivals and Tradeshows
5
When?
The activation will take place on June 18, 2015. After doing a site visit and talking with staff, the
activation will take place from 9:00 am-3:00 pm, where we believe there will be the most traffic,
allowing for maximum impressions.
Why?
The activation booth will provide fun and engaging activities for students and staff, supplementing
our task to promote Markham Globalfest, Find PACHI and the Grelfie Project. We will be giving
away free Pan Am/Parapan Am branded swag to students and staff that take the time to learn
about the three initiatives and we will have competitions at our mini sports area set up beside the
activation, along with a selfie stick to engage the students and make our booth enjoyable.
Marketing Promotion Plan
Product
Goal:
Our goal is to promote Markham Globalfest, Find PACHI and the Grelfie Project and encourage the
student body of King Campus to get involved in these great events and initiatives.
Objectives:
• Increase the awareness of each event and initiative by 5%
• Increase discussion on social media by 2% by looking at the increase of official hashtags
used; #MarkhamGrelfie or #MarkhamPACHI
Strategy:
Hold activation on campus that aims to promote three initiatives in relation to the Pan Am/Parapan
Am Games: Markham Globalfest, Find PACHI, and the Grelfie Project
Plan:
The activation will be a one-day event at Seneca College King Campus. We will have various
activities to promote the events and initiatives encouraging participation, and creating awareness
of the Markham Globalfest, Grelfie Project and Find PACHI.

6. Professor: Eric Lariviere
SEA 265: Festivals and Tradeshows
6
Place
Goal:
Gain maximum amount of impressions and participation in a short period of time.
Objective:
• Garner 500 impressions
• Attract 25 students to participate in activities and engage in conversation
Strategy:
To set up our activation in a well populated area of campus maximizing impressions and
engagement.
Plan:
We will have our location set up beside the cafeteria on campus, which is the most populated area.
Our activation will be from early morning, 9:00 am, to late afternoon, 3:00pm, so that we can talk to
and engage with as many students as possible.
Price
Goal:
To provide a free and engaging way for students to learn about Markham Globalfest, Grelfie
Project and Find PACHI.
Objective:
• To give away 20-30 freebies
• Increase participation in the Find PACHI campaign and Grelfie Project by 5%
Strategy:
Use partnerships to provide in-kind donations and services.
Plan: Contacting the city of Markham and our SSF to arrange donations and services they can lend
us. The city can provide us with much of the branded equipment, including the booth and PACHI
cut out, as well as free swag for the students. SSF will be used for printing/photocopying the flyers
we plan on distributing.

7. Professor: Eric Lariviere
SEA 265: Festivals and Tradeshows
7
Promotion
Goal: To promote Markham Globalfest, Grelfie Project and Find PACHI using a variety of engaging
and fun activities.
Objectives:
• Attract as many as 7 students to our booth at a time
• Get 20 students to use the hashtags #MarkhamGrelfie or #MarkhamPACHI on their social
media site
• Have 3 sets of 2 compete in a mini sport (golf/table tennis)
Strategy: Use a variety of promotional methods to spread the word on Markham Globalfest, Grelfie
Project and Find PACHI.
Plan:
We plan on promoting our activation by using various props and activities. We will be using two
selfie sticks to promote the Grelfie Project and Find PACHI initiative. There will be a cut out of the
Pan Am/Parapan Am mascot, PACHI, which the students will use the selfie sticks to take a picture
with. We will then encourage the students to upload the picture to social media using the
hashtag(s) #MarkhamPACHI and/or #MarkhamGrelfie.
To promote the Markham Globalfest we will have a mini sports area with mini golf and/or table
tennis set up beside our booth, where students will compete against each other for a prize. Both
sports are events hosted in Markham for Pan Am/Parapan Am Games, and the Markham
Globalfest coincides with the Games as a celebration of the many diverse people living in
Markham.
To ensure in the maximum amount of people come to our booth, we will have two people going
around the campus, handing out flyers and having one on one conversations talking about each
event and initiative.
Physical Evidence
Goal:
To leave a positive impression with staff and students about Markham Globalfest, Grelfie Project
and Find PACHI through promotional flyers, activities, and a booth
Objectives:
• Hand out 150 flyers
• Have a 10 x 10 booth with branded promotional material throughout
• Have 20 students take a picture in front of the PACHI cut out

8. Professor: Eric Lariviere
SEA 265: Festivals and Tradeshows
8
Strategy:
To ensure the visibility of our activation booth through promotional flyers and foot traffic as well as
social media.
Plan:
Have two members of our team walk around campus handing out promotional flyers and telling
them about our booth and the activities we have. In addition, we plan on getting the students to
take pictures in front of the booth/PACHI cut out.
Refer to Figure 1.1 for the creative of the flyer.
Partnerships
Goal:
To utilize existing partnerships ensuring in the success of the activation
Objective:
• To utilize at least two main partners
• To leverage 100% of the activation costs through in-kind donations and services
Strategy:
Create brand recognition for Markham Globalfest, Grelfie Project, Find PACHI and their partners.
Plan:
Contact the city of Markham and SSF King Campus for in-kind donations and services. We will be
looking for the city of Markham to provide all of the branded material and equipment as well as the
sports activities. The SSF will be used to provide free printing and photocopying for our
promotional flyers.
People
Goal:
To engage and connect with the multicultural and multilingual students at King campus
Objectives:
• To engage with 2% of the students whose first language is not English
• Increase awareness of Markham Globalfest to multicultural students by 10%

9. Professor: Eric Lariviere
SEA 265: Festivals and Tradeshows
9
Strategy:
To use our teams diversity to connect and engage with the multicultural and multilingual student
body at King campus.
Plan:
Our team is very diverse, coming from various countries with different backgrounds. We have the
advantage of speaking multiple languages, and we will use this advantage to speak to students
whose first language is not English, making them feel more comfortable and willing to listen and
participate in our activities.
Metrics
This activation is working towards an increase of awareness, and ultimately an increase of
participation in the three initiatives and events being promoted: Grelfie Project, Markham
Globalfest and Find PACHI.
To measure the success of the activation we will be measuring in two ways:
A
• Analyze and track social media activity, specifically Twitter and Facebook for an increase of
the hashtags promoting, #MarkhamGrelfie, #MarkhamPACHI, #MarkhamGlobalfest
• We will track and analyze day of the activation, and a week after to see the long term
impact the activation had on the initiatives
B
• Measure impact through tracking the number of students who participate in our activities,
and talk to us about the events
• An excel spreadsheet will be at hand to track participation and face-to-face contact

10. Professor: Eric Lariviere
SEA 265: Festivals and Tradeshows
10
Activation Budget
Expenses Dollar Amount
10 x 10 Booth and Backdrop $1,250
PACHI cut out $145.00
Pan Am Info Board x 4 $140.00
Athlete Cut Out $120.00
Mini Sports Pack (golf/ping pong) $20.00
Engagement Cards $5.00
Pan Am/Parapan Am Rubber Bracelets and tattoos x 50 $30.00
Grelfie and Find PACHI slip $5.00
8.5" PACHI plush $20.00
Printing $20.00
2 Selfie Sticks $40.00
Total Expenses $1,795
Revenues
10 x 10 Booth and Backdrop $1,250
PACHI cut out $145.00
Pan Am Info Board x 4 $140.00
Athlete Cut Out $120.00
Mini Sports Pack (golf/ping pong) $20.00
Engagement Cards $5.00
Pan Am/Parapan Am Rubber Bracelets and tattoos x 50 $30.00
Grelfie and Find PACHI slip $5.00
8.5" PACHI plush $20.00
Printing $20.00
2 Selfie Sticks $40.00
Total Revenues $1,795
Revenue over Expenses $0.00