San Francisco Multicultural Millennials - Event Marketing Management Planning Proposal

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1. San Francisco MarketMULTICULTURAL EVENT MARKETING PLAN B Y C L A U D I A M O N R O Y - W U 2. Agenda  Target Audience & Trends  Event Marketing Goals …
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  • 1. San Francisco MarketMULTICULTURAL EVENT MARKETING PLAN B Y C L A U D I A M O N R O Y - W U
  • 2. Agenda  Target Audience & Trends  Event Marketing Goals  Strategic Planning  SF Events Calendar  Budget Management 2
  • 3. Target Audience 1.3 Trillions (Annual spending) | 18 to 34 years (born 1980-2000) Source: Pew Research, 2010 | Accenture, 2013 3
  • 4. Millennials Language/Ethnicity a multicultural and polyglot approach 4
  • 5. Millennials Social Usage Behavior 5
  • 6. Event Marketing Goals 1) Brand Awareness 2) Generate Leads 3) Customer Engagement - Existing and Prospects / Education – product & services 6
  • 7. Strategic Planning cross-media, channel, device branding BRAND AWARENESS LEAD GENERATION CUSTOMER ENGAGEMENTS QR CODE Marketing_SF Marketing_SF RSVP Platforms Before, During, After Consumer Marketing: reach(social networks/mobile) | relevance(friends) |reputation(social) relation(dialogue) |referral (Fr&Fm) 7
  • 8. JANUARY FEBRUARY MARCH APRIL MAY JUNE JAN/FEB Tet Festival (veterans) Chinese New Year Festival and Parade (February) FEB 7-19 SF Beer Week MAR 16 St. Patrick’s Day Festival APR 12-13 Cherry Blossom Festival APR 25-MAY 9 SF International Film Festival Bay to Breakers, 110K (3rd Sunday) Carnaval San Francisco (Last weekend) Cinco de Mayo (weekend before May 5) MAY 17 Asian Heritage Street Celebration JUN 1-2 Union Street Festival, 100K JUN 22 – Aug 24 Stern Grove Festival JUN 28-29 San Francisco Pride JUN 8 Haight Ashbury Street Fair JULY AUGUST SEPTEMBER OCTORBER NOVEMBER DECEMBER JUL 6-7 Fillmore Jazz Festival , 100K JUL 19-20 POP SUMMIT FESTIVAL, 60K AUG 2-3 Nihonmachi Street Fair, 30K AUG 16 SF Food Street Festival AUG 17, SEPT 14, OCT 11 Etsy - Urban Air Market SEPT 13-14 Ghirardelli Square Chocolate Festival SEPT 15 – Oct 15 Hispanic Heritage Month SEPT 17-28 Polk Street: Blues Festival SEPT 19-21 Oktoberfest By The Bay SEPT 29 Folsom Street Parade, 400K OCT 3-5 Hardly Strictly Bluegrass OCT 5 Castro Street Fair OCT 9-13 Fleet Week (military) OCT 19-20 Treasure Island Music Festival NOV 2 Día de los Muertos Nov 12-14 San Francisco Green Festival DEC 31 Sea of Dreams Event SF Events Annual Calendar | 2014 the city’s most popular festivals, fairs and parades 8
  • 9. SF Bay Area’s Weekly Events the most popular food and street fairs WEEK DAY EVENTS MONDAY Off the Grid - Hayward |5pm-9pm (8T) TUESDAY Off the Grid - Serramonte|5pm-9pm (14T) WEDNESDAY Off the Grid - North Beach|5pm-9pm (8T) THURSDAY Off the Grid - Upper Haight |5pm-9pm (13T) FRIDAY Off the Grid - SF Fort Mason| 5-11pm ** (32T) SATURDAY Off the Grid - Alameda |11am-3pm (9T) Off the Grid - Concord|11am-3pm (10T) SUNDAY Off the Grid – Pleasanton |11 am-3 pm (12T) ** Most popular and largest food street fair in California. 9
  • 10. Event Budget Management Brand Ambassador (BA)  $27 / hour Photo Booth rent  $400 for 4 hours (Snap Fiesta) Brand Promotion  Plastic Mason Jar w/straw |$2.34 each | discountmugs.com  Hand Sanitizer | $1.70 each | 4imprint.com  Lip Balm | $2.58 each | leaderpromos.com ONE DAY EVENT INVESMENT Staff ($27/hr * 6 hrs = $78 * 4 BA) $648 Photo Booth (6 hours) $600 Mason Promo ($2.34 * 250) $585 Total Cost for 1 day $1833 Cost per lead (250 emails/phone #) $7.3 per prospect Source: Marketo, 2014 10
  • 11. Staffing Sheet Template Source: Marketo, 2014 11
  • 12. Floor Planning Template Source: Marketo, 2014 12
  • 13. Thank you! ¡Gracias! 谢谢 13
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