2011 09-30 pride toronto - infinite possibilities - team 'womacked

Pride Toronto – Infinite Possibilities

Out On Bay Street Case Competition 2011

Pride Toronto – Infinite PossibilitiesOut on Bay Street Case Competition 2011

1st October 2011Team ‘Womacked’Rotman School of Management – University of Toronto



Introduction & Executive Summary

Brand ‘Pride Toronto’

Revenue Streams – Donations & Grants

Revenue Streams – Fundraising & Merchandise

2012 & Beyond

Risks & Recommendations

Agenda



Introduction

Caitlin Furtado

Karan Bahety

Pramod Jindal

Girish Chhatwani



Goal Plan to achieve positive earnings for next 2 years

Drivers of Growth Re-gain trust of grassroots LGBTQ community Re-Brand ‘Pride Toronto’ – Slogan Competition, Viral Competition, Pride ‘Credits’ Revenue Streams – Donations, Grants, ‘Gain Pride’TM, Pride Posters, Fundraisers,

New Sponsorship

Modest growth for 2012 – Cover expenses

Seeds planted now sprout later – Growth of ‘Pride Toronto’ brand

Risks Local community can spur growth

Executive Summary



$2.35 Million Revenue

Advertising

New Grants

Fundraising

Beverage Garden

Admissions

Pride Pin Campaign

‘Gain Pride’TM

Marketing

2014$5 Million Revenue

Short Term & Long Term Goals







2012 & Beyond


Agenda



Re-Branding

Aim To build awareness of the vision, values and mission of Pride Toronto

Campaign Re-branding Return to roots - “Celebration / Information / Education / Culture” Highlight recognition of Stonewall Riots Scholarship and Educational Events

Slogan Competition – root values Winner – Spot on main float during Pride Toronto 2012 Participants get Pride ‘Credits’ – redeem at online merchandise store



Social Media

Current status Broken links on website 8 iPhone application rating 3.5 stars / 7 reviews Pride Toronto on Facebook 3.0% Pride Toronto on Twitter 1.5%

Suggestions Redesign apps & Fix Website Social Relations Committee – Facebook & Twitter Live Streaming of Pride Toronto parade

Viral Campaign – Video of ‘LGBTQ Culture Today’ Prize for most ‘hits’ on Pride Toronto’s YouTube Channel Participants get Pride ‘Credits’



Revamped social media strategies Web Traffic Growth Estimate - 20%

Charge premium CPM Cost per Thousand Impressions

2011 (Projected)

2012 (Projected)

Skyscraper Full Site CPM ($/1000 hits)

83 100

Rectangle Homepage CPM ($/1000 hits)

7785

Advertising Revenue ($) 8,475 12,238

Advertising







2012 & Beyond


Agenda



Beverage garden voluntary admission amount Giving people the choice to pay what they want, half going to charity (AIDS

foundation) Why would people pay more?

Moral Grounds Sense of responsibility

Donations - Reaching out to community People to donate money for a Pride pin

Beverage Garden Admissions & Donations



2011 Ontario Tourism Event Markteing Partnership program 2012 - Eligible for $200K - An existing event using a new advertising medium 2014 - Eligible for $200K - New event

Domestic Grants ($15,000 - $20,000) Community One Foundation Lambda Foundation

International Grants ($195,000 - $245,000) Astraea Lesbian Foundation for Justice Funding Exchange Overbrook Foundation The Aurora Group Queer Youth Fund

New Grants







2012 & Beyond


Agenda



New merchandising brand - ‘Gain Pride’TM

Along lines of Campaign ‘Red’ Limited editions / Premium Prices

Merchandise – ‘Gain Pride’

2012 2013 20140

50000

100000

150000

200000

250000

300000

350000

"Gain Pride" Campaign (Projected) Profits2012 to 2014



‘Gain Pride’TM Poster Crate & Barrel 2011 campaign

Merchandise – ‘Gain Pride’

2012 2013 20140

50000

100000

150000

200000

250000

300000

350000

400000

450000

Poster Projected Profits 2012 to 2014



Current Situation Pride Toronto - 5 major events, 2 during

Pride week

Suggested addition to Toronto Pride event calendar – Fall event The weekend preceding ‘Black & Blue’

festival (Montreal’s LGBTQ dance festival)

Event details: 2 day event with a conference and rave

Fundraising & Events



New Sponsorshi

pStreams

Apparel(Target / Winners)

Travel (Avis / Zipcar)

Financial Services

(MasterCard)

Other(Crate & Barrel /

Coca Cola)

New Sponsorship







2012 & Beyond


Agenda



Bottom Line – Financial Statement (Projected)

Pride Toronto Revenues

Revenues Projected 2011 Projected 2012 (Low Estimates)

Projected 2012 (High Estimates)

Advertising 8,475 10,000 12,000

Beverage Gardens Revenue 225,000 232,000 232,000

Beverage Gardens Admission - 40,000 82,000

Fees and Permits 205,000 287,000 287,000

Fundraising 68,250 90,000 210,000

Other 89,870 125,958 125,958

Government Grant

City of Toronto 123,000 61,500 61,500

Ontario 400,000 200,000 200,000

Ontario Tourism - 200,000 200,000

NGO - Domestic - 15,000 20,000

NGO - International - 30,000 40,000

Merchandise and Royalties 5,600 5,600 5,600

Corporate Sponsorship 533,851 549,000 549,000

Donations (Pride Pin Campaign) - 150,000 180,000

Gain Pride' Poster Campaign - 60,000 150,000

Total $1,659,046 $2,056,058 $2,355,058



$5 Million Revenue

Pride Poster$550,000

(2013/2014)

Grants$500,000

Fundraising$250,000

Increase Sponsorship

$1 Million

Merchandise$500,000

(2013/2014)

‘Gain Pride’ growth

Outlook Ahead







2012 & Beyond


Agenda



Unable to win back trust of LGBTQ community

‘Black & Blue’ not interested in tie-up with Pride Toronto

Pride Pin campaign – Not enough purchases

Pride Poster campaign – Posters not sold in significant quantity

International Grants not won by Pride Toronto

Lose ‘City of Toronto’ and/or Ontario grants

Risks



Community Advisory report Resources / Infrastructure New committees formed – allocate resources to spearhead CGI

recommendations

Pride Toronto Statement Not supporting political movement Return to principles (celebration, information, education and culture)

Grassroots level support vs. Bigger is Better

Challenging, but possible Restructure and capitalize on Pride Toronto Values

Recommendations & Conclusions



Questions / Discussion?

Questions & Discussion

Business

2011 09-30 pride toronto - infinite possibilities - team 'womacked