PHAB Marketing

Alyssa Bansbach, Jacqui Helms, Shinali Ajit, Stephano Paiz

Situation Analysis

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• Event Overview

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• Current Marketing

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• Marketing Challenges

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• SWOT

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• Competitors

Event Overview

• San Diego Foam Fest
• At Qualcomm Stadium
• June 3, 2017 , 5-10:30 pm
• Ticket Price -$25 to $45
• Beach Attire
• 18+, 21+ to drink

“The biggest foam party in Southern California”

Current Marketing

• No instagram page for Foam Fest SD
• @hbentertainmentsd with 2,416 followers

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• 30 going, 56 interested for Foam Fest SD Facebook page
• Hb Entertainment page has 407 likes

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• Tickets sold through events plus on the CBS radio website

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Marketing Challenges

• Sell 900-1,000 tickets

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• Reaching college students during summer break

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• Keep marketing expenses under $6,000

SWOT Analysis

STRENGTHS

• Over 10 performers on 1 stage
• Strong past events
• Local artists

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WEAKNESSES

• Search Results for Foam Fest
• Inexperience marketing festival events

OPPORTUNITIES

• #FoamFestSD has strong sharing potential
• San Diego ( location) promo

THREATS

• Direct and indirect competitors
• Inactive greek life

Direct Competitors

• Underworld Productions is having a cosplay & schoolgirl event on May 18th, 18+

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• My Life Every Day USA presented by LED, May 27th-29th, 8 pm, 18+

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• Bassmnt club in Downtown SD, June 3, 9 pm, 18+

Indirect Competitors

Del Mar Fair (begins June 2nd, On June 3rd goes from 10:00AM-11:00PM)

The Beach

San Diego Rock n’ Roll Marathon (June 3-4)

Primary Research

• Mean age was 22 years old

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• Majority found out via friend or sorority

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• Colleges attended were: UC San Diego, SDSU, UC Riverside, UC Irvine, UC Merced, Mesa, Palomar, and Grossmont College

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• 54% of the surveyed people will be in San Diego over summer

Secondary Research

Pandora Radio

San Diego has a large Millennial population

AM/FM Radio

Secondary Research

• Millennials are more interested in experiences than material things
• “Word of mouth” is a very common way for millennials to discover events
• 3.5% of people discovered a past event via social media vs. 8% through print media
• 25% of event organizers plan to increase their print media budget this year

Target Audience

• Currently live in or are visiting San Diego, CA
• Ages 18-25
• Interests include: Nightclubs, Music festivals, etc.
• Avid Social Media users

Communications Objectives

• Create awareness among 8,000 people in our target audience

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• Move 4,000 of that audience through the interest phase

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• Cultivate desire among 2,000 of those interested

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• Move 1,000 people through the action phase (purchase tickets)

Awareness

Interest

Desire

Action

Marketing Tactics

• Social Media
• FB ads, Instagram
• EventBrite
• Print Media
• Pandora
• Brand Swag

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Facebook Advertising

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• Advertise for 3 weeks, from May 13th to June 3rd
• $100/day, $2,100 overall total
• Daily reach
• 10,000-64,000
• Total reach
• 310,000 - 350,000

Social Media Ticket Contests

• Weekly ticket raffle contest up to the actual event
• Raffle off 2 tickets a week on Facebook and Instagram
• #foamfestSD
• “Tag a friend and you
• Prize Incentive
• First 150 people to enter the festival with the printed Foam Fest poster will get a free HB Entertainment water bottle

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EventBrite

• Free listing
• Increases circulation of event through email list
• 50 million active ticket buyers
• Increase ticket price to cover service fee for HB Entertainment

Pandora Radio

• Audio ads appear 7 times an hour
• Cost $8-$10, per 1000 people who see the ad
• Broadcast ads 2-3 weeks before event
• Advertise in local area, targeting all the major subsections of San Diego

Print Media

• 3000 flyers at approximately $430
• Hire 2-4 people to flyer at Mesa College/ Grossmont College & USD/UCSD
• Thursday, May 25th - Sunday May 28th

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Bottle Promotion

• Pinnacle Promotions
• 150 custom bottles
• $2.09 per bottle
• Samples available upon request
• Highest rated water bottle on the site
• Estimated Total Cost $522.76

Budget Analysis

Return On Investment

ROI=

316.7%

[($25,000-$6,000)/$6,000]*100

Timeline

Flyer at USD by May 15th when classes end.

Flyer at SD Community Colleges beginning May 15th. Classes end May 27th.

Grossmont College’s finals begin May 30th so begin handing out flyers anytime after May 15th.

UCSD’s classes do not end until June 9th. Begin handing out flyers May 22nd.

Begin Facebook/ Instagram Advertising May 13th and stop June 3rd.

Summary

• Large potential audience in San Diego during summer.
• Social Media, email, radio or music streaming services, and print media are effective ways to reach the target audience.
• Every marketing effort needs to be engaging and inspire people to talk about the event.
• Creating a sense of urgency will move people to take action and purchase a ticket.
• Marketing needs to be implemented quickly!

Thanks!

Any questions?