Signature-Event-IMC - 70% PDF

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Summary

SIGNITURE EVENT INTERGRATED MARKETING CAMPAGIN...

Description

Ashleigh Clancy, Laurie Murphy, Georgia Porteous - Jame… Created: 02-MAY-17 Last Modified: 31-MAY-17

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Signature Event IMC Template

Georgia Porteous, Ashleigh Clancy - James Cook University Created:02-MAY-17 LastModified:31-MAY-17

Contents

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Signature event market profile

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Destination Product Evaluation

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IMC Campaign Objectives

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Unique Selling Point

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Creative Strategy

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IMC Program

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Advertising Strategy

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Digital Communications Strategy

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Public Relations Strategy

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Personal Selling Strategy

References

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Event Tourist Market Profile

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Signature Event Concept

Theme, Program, and Location You know what is better then art and music, art and music together. The Indi-Rock Music and Arts Fest (IRMA) will be held on Saturday 21 st of

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March 2020. The event is being held during the hours of 11 am to 10 pm, thus complying with the noise regulations outlined by the Townsville Council. Attendees have the opportunity explore the theme of ‘the arts’ through the variety of music performances and art displays. The idea of the arts (entertainment) as a draw card for Townsville has been chosen due to the success of ‘Groovin the Moo’ (GTM) in past years. GTM has been able to attract visitors from across the region to enjoy a day filled with dancing, entertainment and all round fun and IRMA is aiming to build on that success with a different genre of music.

A poster has been created outlining the ticketing price ($70 pp.), the date and location (March 21st 2020 at Riverway); in addition, the poster has been created to attract consumers to a visually appealing poster to get the local community interested. The IRMA will have Indi-Rock acts to fit with the laid-back artsy vibe the festival aims to portray. The Indi-Rock festival is deeply invested in the Queensland community and the social spirit as it can build on the community’s social capital. Tourism and event management implications and theoretical advancements will be discussed throughout the event concept.

There will be three main areas of the event, Stage one which will be a Tripple J sponsored stage which will host the big names of the event including The Killers and MGMT. There will be the main stage, hosting an array of bands throughout the day including the Artic Monkeys, Ball Park Music, Little Birdy and more. The third area of the venue will be the arts area, displaying local talent art installations and will also be the home to the art workshops, hosted by Townsville artists and photographers.

Stakeholders and Governance Structure As stated by Yaghmour and Scott (2009) “past research has found that a number of the characteristics for stakeholder collaboration are important in achieving desired group and individual outcomes” (p.115-130). The importance of stakeholders is vital to ensure the success of the Indi-Rock Music and Arts Fest. The stakeholders for the event include Townsville Enterprise, the Townsville City Council, local businesses, the Townsville community and attendees. The stakeholder’s roles are crucial to the event success as they are the main contributors to event revenue and funding. The IRMA will be working with Sunbus Townsville to provide free Ashleigh Clancy, Laurie Murphy, Georgia Porteous - Jame… Created: 02-MAY-17 Last Modified: 31-MAY-17

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transport to the event from various locations. The event is also aiming to source local food vendors such as the Beet Bar, Squeeze Me, the Courtyard and Coffee Dominion to provide patrons with yummy, healthy and organic food options. In addition, the stakeholders for advertisement include both digital and traditional tools such as The Townsville Bulletin, Star FM, Tripple J, Instagram, Facebook and Moshtix. The practical implications are drawn for Townsville Enterprise regarding the identification, evaluation, and management of stakeholder relationships (Getz, Andersson & Larson, 2006). Lastly, when choosing potential sponsors such as local businesses and event promoters, we made sure that their business philosophy complemented the event concept and target audience.

The governance policies that will be implemented will provide a frame of reference for the event times and alcohol policies. The event will promote good governance by complying with the law, responding to our stakeholders on time, meeting our goals and objectives by using efficient resources and lastly, coordinating all tourism stakeholders to the destination to therefore, build consensus on the tourism issues and opportunities.

Target Markets and Attendance Structures Getz (1991) stated that festivals are about celebrating ‘something’ and in this case that ‘something’ is music and arts. Not surprisingly, the music facet of the experience is integral to the meaning that music festivals are held for attendees and provides a common interest that can bring them together. The festival is aiming to attract young festival goers aged between 15-35 years. It is also targeting people from outer regions to attend the festival; this will be achieved through promotion tactics showcasing Townsville and event advertisement. The IRMA’s brand, image and market segment are linked together with the aim of creating a meaningful connection between the destination and its core target. Consideration has been taken into account when choosing the location and the time of the event. Likewise, the time suits the event concept as well as the desired target market as it is on a Saturday and finishes at 10 pm.

Some may question have we reached festival season? This section will

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provide a framework for answering that question. Based on past music festivals in Townsville, a ticketing forecast has been constructed in order to support future music events. The data that has been presented has been retrieved from past event attendance, and as such has assisted in the creation of the event forecast. EventBrite.com has gathered information regarding the most valuable festival-goers. It was found that the average age for ‘hardcore festival fans’ was 31 years of age; in addition, the gender percentages were 59% male and 41% female. In relation to the IRMA wanting to attract attendees from outer regions, it has also been shown that 40% of hard-core festival lovers will travel outside of their state to attend festivals (EventBrite, 2016). Lastly, the data also stated that Groovin the Moo, a festival held in Townsville (and other destinations) is the second most popular festival in the country. Figure 1 is showing that GTM has a wide range of fans from across the globe, specifically Australia. This data can support the fact that Australia has the capacity for one more staple festival within the music calendar. (photo can be seen below)

Target market: ·

Festival goers between the ages of 15-35 years

Demographics: · Couples, social groups, festival enthusiasts from outer regions teenagers and adults, music and art lovers 

Justification and Evidence How Events Meet Strategy Based on the data retrieved from EventBrite it is evident that festivals have the ability to attract attendees from outer regions, 40% of regular festival attendees have traveled outside of their state to partake in events. As stated by EventBrite (2016) “ one in four festival attendees have traveled interstate to attend a festival, and more then a third have left their city”. Moreover, this reflects and supports the statement that the IRMA festival is capable of not only getting the Townsville community to attend but has the ability to encourage interstate attendees. Likewise, as the event is held on a Saturday from 11 am to 10 pm it will prompt visitors from outer regions to travel to the Townsville on Friday night to prepare for the event and to leave the day after the event, thus getting visitors to stay longer than just a day trip or one night.

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As the event is a music festival but also incorporating an ‘artsy laid back vibe’ it will prove to be consistent with the Townsville tourism brand. The tourism brand of Townsville is enriched with cultural variety, another music festival in the mix will be targeting Indi rock lovers, and also encouraging lovers of music to enjoy another genre of music. Groovin The Moo is Townsville’s only major music event that has re-occurred over the years, the IRMA would be contributing to the Townsville events calendar encouraging the younger community to get more involved with Townsville events.

The event is proposing to be held at Riverway. The event will be fenced off to provide exclusivity, and to maintain a sense of security for paying consumers. In the past Riverway has been the backdrop for many successful community events such as the Greek and Indian food festivals. Choosing to hold the event at Riverway was decided as it is a beautiful parkland which also promotes Townsville as a destination region by showcasing the surrounding facilities on offer such as pools, art gallery and close proximity to bus terminals and Willows Shopping Centre.

The Indi-Rock Music and Arts Fest has the ability to make a positive contribution to the Townsville community by boosting the tourism sector and also the Townsville economy, as it will be attracting visitors from outer regions. The power of music is a positive way to improve well-being, nature, and relationships. Festivals are a place for acceptance and fun, and as such will increase the region's social capital through visitors love for music and arts. As stated by Jan Packer (2011), “Attending music festivals could have a positive impact on the psychological and social well-being of young adults according to UQ researchers” (p.1). Lastly, a study of festival-goers aged between 18-29 found that the experience involved when attending a festival is more than just the music, but it provides a sense of belonging and social integration which can often carry on after the festival, thus building the social capital (UQ News, 2011).

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Destination Event Evaluation A destination SWOT

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SWOTAnalysis A SWOT analysis is the analysis of internal strengths and weaknesses and the external opportunities and threats.

Strengths · There are currently no Indi-Rock Music and Arts Festivals in the region ·

The venue (Riverway) has a very large area for the event to occur

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Riverway is close to bus stops in the area

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Riverway is quite easy to get to with the Douglas Arterial Road (Ring

Road) connecting the southern suburbs with the northern suburbs

Weaknesses ·

This is a new festival and doesn’t have the reputation that Groovin’

the Moo seems to have. o This means that people from outside of the Townsville region might not attend as they don’t know whether it was worth attending the festival. ·

The budget is unknown and currently unable to be predicted at this

present time ·

Townsville’s “culture” mainly focusses on the type of music that is

showcased at Groovin the Moo

Opportunities ·

This event has the opportunity to appeal to the audiences who do

not like the music at Groovin’ the Moo and give the Indi-Rock Music Arts Festival a chance as IRMAF has bands of different genres. ·

With the right publicity, public relations and promotions the IRMAF

has the opportunity to become popular and attract a large audience to the region ·

The IRMAF attracts people to the area and gives Townsville and North

Queensland an opportunity to become a “hub” for music festivals in Queensland. ·

By having an event aiming at attracting interstate, intrastate and

international attendees, it has the opportunity to showcase the Townsville and North Queensland as a tourism destination.

Threats ·

Due to the IRMAF being a new event there may not be a chance of

the event breaking even or even making a profit

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·

March in Townsville is the wet season for the region and is in the

middle of the cyclone season, so this is a major threat ·

March is close to the date of which Groovin’ the Moo usually occurs

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The community may not be receptive to the idea of another music

festival so close to Groovin’ the Moo due to the noise or the idea that there will be masses of people drinking and leaving in masses. ·

Event coordinators might under estimate the amount of security

personnel needed for the event to be carried out safely

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IMC Campaign Objectives

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In order to create a successful music event we need to set out clear and concise goals for the festival. These need to be short, medium and long term goals. For these goals to be clear and concise we use the acronym SMART (Specific, Measurable, Achievable, Realistic and Timely). By using this acronym the goals are able to be thought out more thoroughly, allowing the goals to be met easier. The major goal for the event is to develop a successful Indie-Rock Music and Arts Festival to be executed on March 21 st 2020. To be able to reach this goal the following goals need to be met.

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Goal1: Want there to be a 30-40% increase of attendees staying multiple nights in Townsville over the weekend of the 21 stof March 2020.

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Specific

Want to see a visible increase in attendees staying multiple nights when compared to other festivals.

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Measurable

Want to see a 70% increase

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Achievable

Want to see a 30-40% increase

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Realistic

Want to see a 30-40% increase in attendees staying multiple nights in the Townsville region when compared to other festivals in the region

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Timely

This increase to happen over the weekend on March 21 st2020.

Goal2: Secure and finalize a minimum of 21 bands to play at the festival, both local and headline acts, by the 21 stof September 2018

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Specific

Finalize a wide range of bands (local and headline) to play at the festival by the 21 st September 2018

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Measurable

Want to have 40 bands booked for the event

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Achievable

Want to have 20 local bands booked and 5 headline bands

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Realistic

Want there to be 6 headline bands and 15 local or lesser known bands

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Timely

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To be finalized by 21 st of September 2018

Goal3: Want to secure and finalize booking of the venue by 15 thJune 2018 to ensure advertising can be as effective as possible.

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Specific

Finalize the booking of Riverway for the event by 15 th June 2018 to ensure advertising can be as effective as possible.

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Measurable

Have the venue booked before 2020

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Achievable

Have venue booked by end of 2017

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Realistic

Have venue booked by January 2018

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Timely

Have the venue booked by the 15 th of June 2018

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USP What is the unique selling proposition for this event

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This event has the potential to be a drawcard for future events held in Townsville. The list of bands that are anticipated to play are different to what Townsville has seen before, international bands such as The 1975 and The Killers alone have the ability to attract visitors from across the country. Furthermore, Australian artists such as Milky Chance and MGMT have such a huge fan base, with a combined social media following on Instagram of 219k thus, supporting the fact that this event has the ability to attract fans to attend this event. The event will also have an arts section displaying local talents artwork, therefore broadening the demographic from not just music lovers but for art lovers too. The arts section of the event will also have activities, which will involve attendees, for example: ‘a quick workshop'. The workshop will include three activities, one of which will be a photograph activity showing participants how to take the best photos that capture motion, which fits in perfectly with a festival as there is a lot of dancing. The purpose of the art workshops is to get people involved and to give the arts community of Townsville the chance to shine. As the arts area of the event will have its own section, it will have a laid back ambiance as it is secluded from the rest of the festival. Unlike GTM, the IRMA will be focusing on one genre of music, which will be targeting love...