San Francisco MarketMULTICULTURAL EVENT MARKETING PLAN

B Y C L A U D I A M O N R O Y - W U

Agenda Target Audience & Trends

Event Marketing Goals

Strategic Planning

SF Events Calendar

Budget Management

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Target Audience1.3 Trillions (Annual spending) | 18 to 34 years (born 1980-2000)

Source: Pew Research, 2010 | Accenture, 2013 3

Millennials Language/Ethnicitya multicultural and polyglot approach

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Millennials Social Usage Behavior

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Event Marketing Goals

1) Brand Awareness

2) Generate Leads

3) Customer Engagement

- Existing and Prospects / Education – product & services

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Strategic Planningcross-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)

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JANUARY FEBRUARY MARCH APRIL MAY JUNE

JAN/FEBTet Festival (veterans)

Chinese New Year Festival and Parade (February)

FEB 7-19SF Beer Week

MAR 16St. Patrick’s Day Festival

APR 12-13Cherry Blossom Festival

APR 25-MAY 9SF International Film Festival

Bay to Breakers, 110K(3rd Sunday)

Carnaval San Francisco(Last weekend)

Cinco de Mayo(weekend before May 5)

MAY 17Asian Heritage Street Celebration

JUN 1-2Union Street Festival, 100K

JUN 22 – Aug 24Stern Grove Festival

JUN 28-29San Francisco Pride

JUN 8Haight Ashbury Street Fair

JULY AUGUST SEPTEMBER OCTORBER NOVEMBER DECEMBER

JUL 6-7Fillmore Jazz Festival , 100K

JUL 19-20POP SUMMIT FESTIVAL, 60K

AUG 2-3Nihonmachi Street Fair, 30K

AUG 16SF Food Street Festival

AUG 17, SEPT 14, OCT 11Etsy - Urban Air Market

SEPT 13-14Ghirardelli Square Chocolate Festival

SEPT 15 – Oct 15Hispanic Heritage Month

SEPT 17-28Polk Street: Blues Festival

SEPT 19-21Oktoberfest By The Bay

SEPT 29Folsom Street Parade, 400K

OCT 3-5Hardly Strictly Bluegrass

OCT 5Castro Street Fair

OCT 9-13Fleet Week (military)

OCT 19-20Treasure Island Music Festival

NOV 2Día de los Muertos

Nov 12-14San Francisco Green Festival

DEC 31Sea of Dreams Event

SF Events Annual Calendar | 2014the city’s most popular festivals, fairs and parades

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SF Bay Area’s Weekly Eventsthe 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)

SATURDAYOff 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.

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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 INVESMENTStaff ($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

Staffing Sheet Template

Source: Marketo, 2014

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Floor Planning Template

Source: Marketo, 201412

Thank you! ¡Gracias! 谢谢

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