Embed Size (px)
Citation preview
!
!!!
!!!!
WayHome Proposal Prepared for: Tyanne Worobess, Republic Live
Prepared by: Anna Arzoumanian, Jazmine De Borja, Alex Peters-Ranger, Alex Rigby, Jenna West
March 29, 2016
!
BACKGROUND With an opening year turn out of 35,000 fans, WayHome music and arts festival has quickly become known as the heart and hub for music lovers, and new talent alike. Not only providing the opportunity for big names to take the stage, local and homegrown artists could be found performing late into the night in Oro-Medonte this past July. With a thriving underground and indie music scene, where better to look for fresh, new talent than in WayHome’s own backyard? Based right here in Toronto, Ontario, 6IX MEDIA is offering to do just that: provide a talent show, bursting with local artists, which will be WayHome’s for the picking. OBJECTIVES
• Increase brand awareness among public • Increase WayHome’s social media following by 10% • Projected 75% percent of ticket sales prior to event, 25% at door to meet 600 person
capacity o $15.00 advance price ($6,750), $20.00 at door ($3,000)= $9,750 total revenue before
expenses. Less $2,270 expenses= $7,480 net profit, 329% ROI • Attract up and coming artists: scout 5 potential talents (of 18 open mic performers) for
WayHome • Increase ticket sales to WayHome festival by 5% in between Saturday May 28 and
Saturday June 11 (1,750 ticket sales) • Secure 7 of 10 media attendees • Attain 10 pieces of media coverage in the month of June
o 3,000,000 media impressions • Garner 600 uses of the #SingYourWayHome hashtag between Saturday May 28 and
Saturday June 11 on Instagram and Twitter, separate from the use by WayHome and 6IX MEDIA social media accounts
• Objective of 750 uses of 6IX MEDIA Snapchat geofilter in the 6 hours prior, during and 18 hours post event
• Get people excited for WayHome festival through the promo night as well as prizes to be used at the festival
PROPOSAL Open-mic night inviting local citizens and media to a one night event at the Horseshoe Tavern in Toronto to promote ticket sales for WayHome festival, as well as find new talent to fill “up-and-coming artist” performance slots. Tickets will be sold for $15.00 prior to the event and $20.00 at the door, including entry to the Horseshoe Tavern and registration for open mic night on a first-come, first-served basis.
o Open mic night artists have the potential to win: o 1st prize - 2 VIP tickets & VIP camping o 2nd prize - 2 GA tickets & GA camping o 3rd prize - 2 GA tickets
!
TIMINGS The event launch is set to occur Thursday, June 2, 2016, with doors opening at 9:00 PM. This will provide a few weeks of build-up anticipation for WayHome (July 22-24, 2016). The similarity in events including atmosphere and music genre may drive individuals from open mic night to purchase last minute summer festival tickets. Open mic performances will run until from 10:30 PM until 1:30 AM, providing 12-18 10-15 minute performance slots. Research suggests Horseshoe Tavern’s busiest hour is 11:00 PM and to align with this volume, in the possibility tickets do not sell out, they will be sold at the door until 11:00 PM to meet demands. Open mic night performers will be addressed on a first come, first serve basis and there will be two 6IX MEDIA staff members handling performer registration and issuing stage times to ensure an organized flow of the event. Winners will be contacted in the 24 hours post event.
LOCATION Recommended location is the legendary dive bar and music venue Horseshoe Tavern at 370 Queen Street West. The location features an unpretentious front bar, pool tables and a historic back room with a total capacity of 600. The venue has a successful reputation for holding performances for local and touring music arts and is therefore fully equipped with staging and audio necessities to host the proposed open mic night, providing a symbiotic relationship: open mic night brings the Tavern business, and the venue provides the open mic night equipment. 370 Queen Street West is located in the high traffic, entertainment district of Toronto. The location is largely composed of young people, the event’s main target audience, which will influence successful sales and a well-attended event. Some location specifications are proximity to the University of Toronto and TTC Dundas West Station, both within a 10-minute walk, making it both popular and easily accessible. SUPPLIERS/EQUIPMENT (BUDGET)
Service/Supplier Cost 6IX MEDIA Advertising/Posters $ 500 Location rental (Horseshoe Tavern (includes audio & staging) $ 1,000 6IX MEDIA Labour (set-up, tear down, registration) $ 500 6IX MEDIA Photographer/videographer $ 250 Snapchat geofilter (24 hours, 20,000 square feet) $ 20 Prizes donated by WayHome (tickets & camping) $ 0 Volunteer labour for outreach promo $ 0 Total $ 2,270
!
TARGETS
Journalist/Blogger Platform & Background Ashley Carter – Global News
• 416-988-6862 • [email protected]
Digital Broadcast Journalist at Global News Toronto. Carter produced Global Toronto’s coverage of the Toronto International Film Festival.
Karen Bliss – Freelance/Billboard • 416-530-0930 • [email protected]
Freelance journalist and the Canadian correspondent for Billboard, in addition to writing for Rolling Stone and many other publications and sites in Canada. Founder/editor-in-chief of www.samaritanmag.com, a music-heavy original news magazine. Also runs a Canadian column, musiclowdown.com. Bliss won music journalist of the year at the 2013 Canadian Music & Broadcast Industry Awards.
Max Mertens – Thump (Vice) • [email protected] • @Max_Mertens
Canadian editor at Thump, the electronic music and culture channel at Vice. Mertens’ is highly noted in the local and national industry and has written for Rolling Stone, Noisey Music, Now Magazine and more. Definitely a viable word in the Toronto music scene and a must have to come to the event.
Denise Benson – Freelance • http://thenandnowtoronto.com/
contact/ • @djDeniseBenson
Popular local award winning DJ & music journalist with a loyal following. Benson is one of Canada's top sources of info about sources about emergent electronic music artists, trends etc.
Nicholas Jennings – Freelance • @nicojennings • http://www.nicholasjennings.com -
Jennings’ music blog
Nicholas Jennings is a highly acclaimed and nationally noted music journalist. He is one of Toronto’s most respected in the industry. Jennings has written for Maclean’s Magazine and Inside Entertainment, among many popular companies. Jennings’ portfolio is extensive and would be highly beneficial for open mic night.
Rosette Luve – Much Music (MTV) • [email protected]
MUCH content creator. MTV is Canada’s go-to source for today's pop culture. They are both local and national. The company's downtown Toronto headquarters brings in today's popular international celebrities and artists. The television channel makes this multiplatform a must have at open mic night to get the word out to our target audience, which is a similar age group to theirs.
Alice Prendergast – BlogTO • [email protected]
Editor and music and events contributor at blogTO. Toronto's most-visited web site for local news and culture, best of lists, restaurant reviews and events.
Brian Banks – Music Vice Magazine • http://www.musicvice.com/contact
Banks is the editor and founder of Music Vice Magazine. Music Vice is an independent company that has been around since the early 2000’s; their headquarters is located in Toronto. Brian's company is needed for local and national exposure with their website bringing in 60,000 viewers per month.
Laura Antonelli – Durham Radio Inc. • [email protected] • 905-571-0949
Freelance music journalist and technical producer at Durham Radio Inc. (Operating five radio stations including Durham Region’s KX96 and 94.9 The Rock)
Colton Eddy – CBC/Radio-Canada • [email protected] • www.coltoneddy.com • @coltondaniel
Producer and content programmer at the Strombo Show on CBC (Radio-Canada), which delivers a program full of music – “for music lovers, by music lovers”. The Strombo Show covers local and international talent and is based out of Toronto, perfectly suiting it for covering open mic night.
!
RUNNING ORDER 5:00 PM – Arrive for set-up, Snapchat geotag becomes available for public access 5:00 – 7:00 PM – Set-up and sound check
• Oversee Horseshoe Tavern staff set-up of audio and on-stage instruments: simple style with aesthetic appeal, drawing focus on performing artist
• Sound check audio equipment and speaker system 7:00 – 8:00 PM – Set-up registration table
• Registration table will be located at the front entrance of the back music room, to the left of the bar to provide accessibility for guests and talent registration
7:30 PM – 9:00 PM – Media interviews • One-on-one media interviews may be scheduled during this time with both 6IX MEDIA media
coordinator Alex Peters-Ranger and WayHome public relations coordinator Tyanne Worobess
• Interviews will be held in back music room post stage set-up and prior to the doors opening to the public
9:00 PM – Back music room doors open to public • Public (guests and potential talent) are granted entry to back music room and bar • Talent registration begins
10:15 PM – Welcome and thank you on behalf of 6IX MEDIA and WayHome • Short welcome speech by 6IX MEDIA media coordinator Alex Peters-Ranger to all attendees,
thank you by WayHome public relations coordinator Tyanne Worobess to potential talent and announcement of prizes
10:30 PM – First artist slot 10:45 AM – 1:00 AM – Open mic night performers
• 6IX MEDIA media coordinator will act as mediator, announcing individual talent before each 10-15 minute performance slot
1:15 AM – Last artist slot 1:30 AM – 1:45 AM – Wrap up and thank you
• 6IX MEDIA media coordinator Alex Peters-Ranger to thank attendees, announce that winners will be contacted the following morning
2:00 AM – 3:30 AM – Clean up
Sunday June 5 – 11:00 AM – 12:00 PM – Winners contacted via email and voicemail • Winners will have 24 hours to contact 6IX MEDIA to claim prize • WayHome potential talent will be contacted separately by WayHome
Monday June 6 – 6:30 PM – 8:30 PM – Media interviews with prizewinners • Media attendees may interview the prizewinners at 6IX MEDIA offices
!
MARKETING & ADVERTISING
Target Market
• The primary target audience are 19-25 year olds of a middle-upper class suburban demographic. This includes many university and college attendees from the University of Toronto (specifically St. George Campus).
• The secondary target audience are young urban professionals aged 25-30 with country, indie, and live music preferences.
Interactive
• Social media platforms will provide two-way communication between the target audience and WayHome
o Recommended to utilize existing @WayHome Instagram and @WayHomeFestival Twitter accounts to promote event using the hashtag #SingYourWayHome, piggy-backing off of the trending and established festival hashtag #FindYourWayHome
o Snapchat geotag filter (6IX MEDIA for WayHome Open Mic Night) available from 5 PM June 2 – 5 PM June 3 to allow live-sharing of the open mic night performances, promoting the event and the company while encouraging attendance
o Facebook event will be made for open mic night providing the opportunity to personally invite thousands of individuals fitting the target demographic while also providing event information and details
• Pop-up promo on Saturday May 28, weekend prior to event, devoted to outreach. Volunteers will hand out promotional flyers, answer questions and sell tickets in three areas within close proximity to the location that provide access to the target demographic. These areas include:
1. The University of Toronto St. George campus 2. Liberty Village 3. Trinity Bellwoods Park (Queen St W area)
Direct
• Personalized invitations will be sent out to both Horseshoe Tavern and WayHome’s e-mail subscription lists to those fitting the target audience specifications. The e-mail will provide a direct link to where tickets can be purchased and all additional information.
Advertising
• Poster advertisement will be present in Horseshoe Tavern and surrounding visible retail locations and restaurants, as well as community post-boards and street posts at busy intersections.
!
WORK BACK SCHEDULE
ACTIVITY March
WEEKS WEEK$4 WEEK$1 WEEK$2 WEEK$3 WEEK$4 WEEK$1 WEEK$2 WEEK$3 WEEK$4 WEEK$1 WEEK$2
LAUNCH4EVENT 6IX$MEDIA$to$brainstorm$event$venue/location,$timings,$proposal,$budget
6IX$MEDIA$to$draft$collateral$C$press$release,$media$invite,$promo$flyers/posters
6IX$MEDIA$to$prep$and$provide$social$media$content$for$WayHome$Instagram$&$Twitter
6IX$MEDIA$to$launch$open$mic$night$Facebook$event$&$send$invitations$to$1000+$target$demographic
6IX$MEDIA$draft$and$print$event$registration$&$contractual$artist$agreements
OPEN4MIC4NIGHT:46IX4MEDIA4oversee4stage4setBup,4prep4registration4desk,4set4up4posters.4Within4244hours4post4event:4contact4winners
6IX$MEDIA$to$monitor$media$coverage
MEDIA4TARGET4LISTS 6IX$MEDIA$to$initiate$media$list$compilation
6IX$MEDIA$to$send$media$invitations
6IX$MEDIA$to$followCup$with$media$targets$to$confirm$event$presence
6IX$MEDIA$to$prep$followCup$press$kit$and$thank$you,$email$out$to$media$targets
PROFILING4&4INTERVIEW4OPPORTUNITIES
6IX$MEDIA$to$research$lead$times/prepare$target$media$lists$for$executive$profiling$opportunities
Interview$period$7:30C9:00$PM$at$open$mic$night,$interview$period$June$6$at$6IX$MEDIA$offices$with$media$&$winners,$WayHome$rep
6IX$MEDIA$and$WayHome$respond$to$and$schedule$any$interview$requests
VOLUNTEER4ARRANGEMENTS Secure$6$volunteers$through$WayHome's$volunteer$network$via$phone$interview
6IX$MEDIA$to$confirm$volunteer$presence$via$phone
Volunteer$event:$promo/outreach$C$6IX$MEDIA$rep$present$to$oversee
LOCATION 6IX$MEDIA$meeting$with$Horseshoe$Tavern$booking$management
6IX$MEDIA$to$book$venue$(Horseshoe$Tavern)
6IX$MEDIA$to$confirm$venue
6IX$MEDIA$and$WayHome$oversee$stage/venue$setCup
OUTSOURCE4PREPARATION
6IX4MEDIA4for4WayHome:4Open4Mic4Night4Workback4Schedule
April May June
Planning
CAMPAIGN4LOGISTICS
MEDIA4RELATIONS4444
!
NEXT STEPS • Finalize date for the event • Confirm with recommended location to determine availability and accommodation • Create a Facebook promo page for the event including:
o Details of the event (location, time, prizes, brief “about” section, etc.) o Creating a profile picture and banner to advertise the event o RSVP option
• Identify prospective talent to take part of the event o Determine how to target talent
• Begin promoting and advertising event on social media accounts (i.e., Facebook, Twitter, Instagram, etc.)
• Design and distribute posters to advertise event (digital and physical) • Acquire blueprint of recommended location • Compile media list and contact information • Contact prospective journalists/bloggers interested in covering the event • Follow up via phone with each invited journalist/blogger to confirm their interest and
RSVP (suggest two months prior to event) • Collect list of attending journalists/bloggers and their contact details • Begin collecting emails of guests and prospective talent who have RSVP’d • Draft and distribute Save-the-Date email to guests and prospective talent (suggest at
least one month before) • Draft and distribute media Event Invitation (suggest at least six weeks before) • Send out email reminders one week and the day before the event • Regularly monitor and be active on social media websites before, during, and after the
event • Prepare “Press Pack” of information for media to take away from the event (on a USB
stick) including: o Background and objectives of the event at recommended location o Background/profile on the talent present at the open mic o Information on who won the chance to perform at WayHome Music & Arts o High res images of the event day o Key facts about WayHome Music & Arts and its connection to Horseshoe
Tavern • Post-event:
o Follow up with each of the attending journalists/blogger to ensure they have all necessary information
o Monitor for coverage in each of the attending media outlets o Formal “thank-you” on all social media websites o Update social media websites with stories, congratulations, and high res photos
captured during the event
!
JOURNALIST QUESTIONS Q: How many tickets are available? A: There are 600 tickets available and we are expecting to sell out so I suggest everyone purchase quickly! Q: What is included in the ticket price? A: The ticket price includes entry for one and registration for open mic night, which provides a chance to win tickets to WayHome music and arts festival, and the possibility of being invited to perform at the festival as. Q: What is the age requirement? A: Alcohol will be served and therefore, everyone is required to show government identification to confirm they are 19 years of age and above upon entering the event. Q: Is this a good opportunity for performer and band awareness? A: Yes, WayHome is looking to secure upwards of 5 potential new talents for the festival. The extravaganza brings in approximately 30,000 people from every province, 28 states and eight countries. Local media will also be attending the event. Q: Will there be an underage section for those interested in participating in the karaoke opportunity? A: Unfortunately, the event is a 19+ event only to serve government law. All underage individuals interested in performing at WayHome’s Music and Arts Festival this summer are suggested to apply online through our website found on, www.WayHomeMusicFestival.ca. Q: Will there be food served at the event? A: Yes, Horseshoe Tavern offers a delicious pub menu. Food will be served until 1:00 AM and beverages will be served until 1:45 AM. For those interested in seeing what is available, please go to www.horseshoetavern.com.
6IX MEDIA !416-234-5645 [email protected] FOR IMMEDIATE RELEASE: 05/20/16
WAYHOME HOSTS TORONTO OPEN MIC NIGHT: LOOKING FOR THE NEXT BIG THING
TORONTO, ONTARIO – On Thursday, June 2, 2016, 6IX MEDIA for WayHome is hosting an open mic night and talent-scouting event at the Horseshoe Tavern. With 35,000 attendees during the first WayHome festival, the second annual event is shaping up to be just as phenomenal. Open mic night will be held from 9:00 PM to 2:00 AM, and the party will be located at the Horseshoe tavern located on 370 Queen Street West in downtown Toronto. This is a new twist on open mic night and the winning artist/bands of the night will win tickets to WayHome, with an additional chance of snagging a performance slot at one of Ontario’s biggest festivals of the year. If that doesn’t spark some quality competition, what does? Tickets are available for purchase at www.ticketmaster.ca from Saturday, May 28, 2016 until 11:00 PM Thursday, June 2, 2016. Tickets will also be sold at the door until 11:00 PM – if there are any left. “Why WayHome Wins Best Human Festival of Summer 2015” – stated Huffingtonpost, “Inaugural WayHome festival a huge success” stated blogTO, “WayHome proves camping festival formula works (with a little help from Neil Young, Kendrick Lamar and Sam Smith)” writes the National Post. This is some of the coverage after last year’s festival, so what’s next this year for WayHome? For starters, an amazing line up of musicians including Future, Ray Lamontagne, The Killers, Arcade Fire and much more! Open mic night will serve as a celebration after last year’s success and a pre-party for this upcoming summers excitement. Some may win tickets to the event, some may win performance slots, but all in attendance will be shown a good time.
• Tickets will be sold for $15.00 prior to the event and $20.00 at the door • The Horseshoe Tavern can hold up to 600 guests • 1st place prize is two VIP tickets & VIP camping, 2nd prize is two GA tickets & GA camping, 3rd
prize 2 GA tickets • New up and coming talent competing for potential WayHome performance slots • Media are welcome an hour and a half early at 7:30 to interview WayHome and 6IX MEDIA
representatives about the event • This event is 19+
About 6IX MEDIA Based in Toronto, Ontario, and founded in 2015, 6IX MEDIA is always one step ahead of the status quo, and work’s efficiently to exceed our clients’ expectations. Striving for perfection in the field of media relations, all of our staff is handpicked for their high levels of integrity, honesty, professionalism and love for the job. 6IX MEDIA is a family, and we treat our clients just the same.
-30-
Contact Alex Peters-Ranger 6IX MEDIA Media Coordinator [email protected]
&
!"#$ %&' $&()*
invite you to
1st Prize: 2 VIP tickets & VIP camping2nd Prize: 2 GA tickets & GA camping
3rd Prize: 2 GA tickets
Thursday, June 2, 2016 // Doors Open at 9PMThe Horseshoe Tavern // 370 Queen St West, Toronto
&
!"#$ %&' $&()*
invite you to
Talent Scouting and Promo NightThursday, June 2, 2016The Horseshoe Tavern
370 Queen St West, Toronto9 PM - 2 AM
Doors Open to Media at 7:30PM // RSVP: [email protected]
!!
AGENDA 15 March 2016 Time and location: 2pm, Tuesday 15 March, 207 Humber College Blvd, Etobicoke
Attendees: Anna Arzoumanian
Jazmine de Borja Alex Peters-Ranger Alex Rigby Jenna West
Agenda Items
• Proposal o Determine breakdown and allot specific responsibilities for written event
proposal, determine deadlines ! Background ! Objectives ! Proposal ! Timings ! Location ! Suppliers/budget ! Targets ! Running order ! Marketing & advertising ! Workback schedule ! Next steps
• Collateral
o Determine collateral to be created, divvy up responsibilities ! Media invite ! Promo flyer ! Press release ! Journalist questions
• Arrange guest speaker for evening of presentation
o Discuss fields best suited for work experience related to proposal
!
!!
Meeting Minutes 15 March 2016 Subject 6IX MEDIA Event Presentat ion Date Tuesday March 15, 2016 Location University of Guelph Humber Time 2:00-5:00 PM Attendees Anna Arzoumanian, Jazmine de Borja Alex Peters-Ranger, Alex Rigby, Jenna West
Key Points Discussed No. Topic Highlights 1. Proposal
Background Decided on open mic night event Objectives Increase brand awareness & revenue for WayHome
Proposal Prizes available to win at open mic night Timings Launch date Thursday, June 2,2016, 9pm-2am
Location Horseshoe Tavern 370 Queen St. W. Suppliers/budget 6ix Media & Wayhome, budget – 2.5 grand
Targets Targeting music and entertainment journalists Running order Design schedule flow
Marketing & advertising
Determined how to interact and promote
Workback schedule Determined dates and times Next Steps Determine next steps
2. Collateral Media invite Design based off WayHome Website Promo flyer Design based off WayHome company
Press release Determine appropriate design and content Journalist Identify prospective journalists/bloggers in the business, agree to
target music/entertainment media 3. Arrange guest
speaker Determine who it will be, which industry. Need to contact and see if available
Action Plan
No. Action Item Owner Target Date 1. Proposal
Background Alex Peters-Ranger March 22, 2016 Objectives Anna Arzoumanian March 22, 2016
Proposal Anna Arzoumanian March 22, 2016 Timings Jenna West March 22, 2016
Location Jenna West March 22, 2016 Suppliers/budget Group March 22, 2016
Targets Alex Rigby March 22, 2016 Running order Alex Peters-Ranger March 22, 2016
!
Marketing & advertising
Jenna West, Alex Peters-Ranger
March 22, 2016
Workback schedule
Group March 22, 2016
Next Steps Jazmine de Borja
March 22, 2016
2. Collateral Media invite Alex Peters-Ranger March 26, 2016 Promo flyer Alex Peters-Ranger March 26, 2016
Press release Alex Rigby
March 26, 2016
Journalist Alex Rigby
March 26, 2016
3. Arrange guest speaker
Alex Peters-Ranger March 19, 2016
