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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