Festival By The Sea 2015 Marketing Plan

Written by: Katherine Dionne Rebecca Hallquist

Elise Milani Sandeep Virk Jiahui Ye

Professor: Nancy Bodi SEA 115 ­Event Marketing Management

TABLE OF CONTENTS

EXECUTIVE SUMMARY SITUATION ANALYSIS

EVENT HISTORICAL PERFORMANCE 5Cs CORE COMPETENCY SWOT

KEY MARKETING ISSUES MISSION & VISION LONG TERM BRAND/MARKETING OBJECTIVES

POSITIONING STRATEGY 7Ps STRATEGY

PRODUCT STRATEGY PRICE STRATEGY PROMOTION STRATEGY PARTNERSHIP STRATEGY PEOPLE STRATEGY PHYSICAL EVIDENCE STRATEGY

FINANCIAL PLAN FBTS Marketing Budget Financial Plan

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

EXECUTIVE SUMMARY Festival By The Sea will be revived and revamped in 2015, having closed in 2005. Forty years after its inception, FBTS aims to tap into nostalgic memories of the residents of Saint John, New Brunswick, drawing on their stories, memories and photos to bring the festival to life once again. In 2005, Festival By The Sea was deemed not financially sustainable, having run a deficit for years. Thanks to several generous donations and general community support, FBTS is able to return August 11­14, 2016. There will be some noted differences in order for the festival to maintain a level of financial sustainability: the festival will be revived as a 4­day weekend with 40 live performances, not including the planned 20 FBTS partnered events around the city, and half of the performances will be ticketed with individual performance tickets to weekend bundles available for sale. Earned and contributed income strategies will be implemented to ensure the festival’s costs are met and revenue is generated to cover overhead expenses for future years. Community, tourism and corporate partners will be forged outside of the original donations. In addition, multi­year contract agreements with these partners will be signed to ensure long term success of the festival. The following promotional strategies will be implemented to increase ticket purchasing and community engagement in FBTS:

Early bird ticket specials Radio sweepstake contests Student/Senior ticket discounts The 1000 FBTS memories collected from the Festival archives, City residents, the

municipality, participating venues from past festivals (1985­2005) to be displayed online and on the community art at The Saint John Art Art Centre

In 2005, the organisational structure lacked full time employees and engaged Board Members, having only two full­time staff to handle the day­to­day operations. Our commitment to strengthening the festival’s organisational structure will involve hiring more full­time and part­time/contract staff, and actively pursuing new Board members. By hiring additional staff we will work towards better managing the 2016 festival, and will rebuild the festival’s six working committees with the hopes of maintaining longevity.

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

SITUATION ANALYSIS EVENT HISTORICAL PERFORMANCE Festival By the Sea has been a well­received festival within the Greater Saint John community, which has primarily relied on ticket sales from the festival for its survival as a not­for­profit. This is evidenced in the Revenue Allocations comparison graph from 2004 & 2005, the last two remaining years of the festival’s run before its break:

Unfortunately, the Festival had become accustomed to offering complimentary tickets as the main feature of their sponsorship package, as this record of Main Stage tickets distributed (complementary and sold) and then used from the final Festival in 2005 shows:

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Based on the Income Statements for 2003­2005 (below), the Festival was not financially sustainable in its final years, but thanks to the generous support of new governmental and business sponsors, a general community longing for the return of this great Saint John tradition, and due to the new strategies to be put in place, Festival By the Sea will be revived for August 2016. The new strategies are elaborated upon under Positioning Strategy.

CUSTOMER

Primary geographic audience lives in the Greater Saint John area. Based on the 2005 attendee, 44% of the attendees are between the ages of 35­59

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Attendees 35­44 make up 22% of the total festival participants Primary interested in popular music Most likely to attend children’s performance

Attendees 45­59 make up 23% of the total festival participants Age most interested in theatrical performances Most likely to attend choral and symphonic performances

36% attendees between the 15­34 Attendees 15­24 make up 17% of the total festival participants

Least likely to attend classical, operatic, and theatrical performances Primary interest in popular music performances 20­24 year­olds were the least likely to attend children performances

Attendees 20­24 make up 19% of the total festival participants Age most interested in popular music

20% of attendees were over the age of 60 Primary interest is theatrical performances Least interested in popular music performance (only 7%)

COMPANY

First festival was in 1985, with the last festival in 2005 Nonprofit festival that did not do well financially. Never made a profit to reinvest in the

festival operations. Used to run off two full time staff (General Manager and Event Coordinator), and a Board

of Directors (BOD) 15 member BOD

BOD met regularly and several members were involved and chaired seven committees:

programming marketing fundraising executive nominations venue selection volunteer

150 volunteers and 30 temporary employees were also apart of the festival Production and volunteer coordinator positions began in April The rest of the temporary employees were typically students Service recognition pins were given to volunteers who had served five years with

the festival During its years running, the festival saw 300+ artists wishing to perform at the festival Only charged admission for 9 of the 100 concerts offered Took place at nine different venues in the Greater Saint John area Took place in mid­August every year Originally ran 14 days but was trimmed to 9 days in 2000

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Main venue was an open air stage in the heart of the city on the Bay of Fundy The key functional areas of the festival’s success are: marketing, program development,

and fundraising Sponsorships and volunteers only assured by previous year’s success FBTS had to justify its existence every year making it hard for long­term planning FBTS needed to raise its profile, along with maintaining its reputation as a high­quality,

economically accessible, Canadian centered, and community based festival. Needed to profit to ensure continuity and city officials stated the future relied on

corporate sponsors and audience (the importance of a community event was lost on the officials)

2015 will mark the revival after 20 years of not running, and 40 years since its first festival

CONTEXT Political:

In the early 2000s when the Festival was nearing insolvency, political figures in Saint John and New Brunswick were losing their faith in and enthusiasm towards the Festival. Today, the federal government is becoming increasingly conservative resulting in fewer grants for arts and culture.

Economic:

Unemployment rate among youth is the highest it has ever been. New Brunswick’s rural economy is primarily forestry, mining, farming, and fishing. The urban economy is service­based: health care, educational, retail, finance, and insurance sectors.

Sociocultural:

The population is becoming more educated, with less work experience. The population is increasingly aging (19% of the population is expected to be 65+ by 2021). New Brunswick currently has the second largest percentage of seniors (65+) in Canada and it is expected to grow by 13% between 2011 & 2036 (CANSIM). Bilingual province (French and English) although predominately English is spoken in and around the immediate area of Saint John, N.B.

Technological:

Social media is a great tool to gain free publicity. When the festival originally ran, it did not fully utilise online services available, nor were as many options available.

Environmental:

Increasingly environmentally conscious society. Maintaining low energy usage is celebrated. Legal:

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Needs to be an awareness of road closure permits, public space bylaws, Special Occasions Permits (for sale and distribution of alcohol), and any changes for the aforementioned municipal legislation.

COLLABORATORS Past Sponsors (primarily from 2005) include:

The City of Saint John

The Province of New Brunswick

The Government of Canada

Sobeys Inc. (Presenting Sponsor)

Du Maurier & Global (Platinum Sponsors)

Irving Oil Limited, Geenet.ca, Market Square (Gold Sponsors)

NBTel (Silver Sponsor)

Tim Hortons, K­100, CHSJ Radio, CFBC & C98 (Bronze Sponsors)

Amex Canada Inc. Atlantic Lottery Corp. Beaver Lumber Brunswick Chrysler

Dodge Brunswick Square Castle Funeral

Homes Cendant Canada Inc. Coca Cola Ltd. Cyber Solutions Colpitts Office

Products Discount Car rentals Downlink

Communications “Here” newspaper HSBC (Hong Kong

Bank)

Loch Lomond Mall McGale &

Associates Inc. Moosehead

Breweries Nesbitt Butns Office Outfitters Sabien Cymbals Saint John Times

Globe Scotia McLeod Sunbury Transport Walker Insurance Wilbers Garden

Centre Xerox

COMPETITORS There are 13 festivals happening during the same month as Festival By The Sea in New Brunswick. These festival themes range from music, arts, cultural, and religious focus.

Type Name Photo

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Music Performance & Arts Exhibition

Artists on the Boardwalk

(The Boardwalk functions as one of very few pedestrian

spaces in Florenceville­Bristol, where

street performers, craftsmen, and artists actually have a large,

attentive and international audience on a daily basis).

Music & Culture Performance

La Foire Brayonne

(The Foire Brayonne is a music and cultural festival held each summer in Edmundston, New

Brunswick since 1979).

Music Performance

The Sunseekers Ball Music & Arts Festival

(Outdoor Music Festival ­

August 18, 19, 20, 21 2011 ­ 2393 Route 790 in Chance Harbour, New Brunswick).

Music Performance

Miramichi Folksong Festival

(The Miramichi Folksong Festival: Five days of music for the entire family; Gospel Concert; Singers, Dancers & Fiddlers).

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Music Performance

New Brunswick Summer Music Festival

(The New Brunswick

Summer Music Festival is a professional classical

chamber music festival now in its second decade.

Atlantic Region audiences).

Culture Promotion

Festival acadien

(The Festival acadien de Caraquet: a leader in

cultural promotion in Acadia for almost 50 years. Festival highlighting Acadian culture in the Lanaudière region through a program focused on the history and Acadian

roots of many local communities).

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

CORE COMPETENCIES

Festival By the Sea has a very high volunteer retention and satisfaction from year­to­year, and it is not uncommon for volunteers to return to the festival for up to 5 years.

Tangible Intangible Capabilities

Volunteer recruitment Strong community

partners Strong Canadian

talent

Historical roots Name recognition Nostalgic appeal to

residents of Saint John

One of few large festivals on the east coast that provides diverse canadian talent in multiple genres

Strong collaboration with community partners.

Being a long standing festival between 1985­2005, FBTS has a special historical meaning to the residents of Saint John. This allows for attendees to regain an emotional connection with the festival upon its return.

Able to generate support and interest in the Festival through Staff contacts

SWOT ANALYSIS STRENGTHS

Has a nostalgic historical connection to residents in Saint John Rich experience of a multi­disciplinary arts & culture festival History of close relationships and great reputation with Canadian artists Loyal staff who served the festival for more than a decade

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

WEAKNESSES

Relied too heavily on key sponsors Limited paid staff Employees did not have shared values Financial management and cash flow budgeting Difficulty in attracting and maintaining qualified employees

OPPORTUNITIES

Collaborations with educational institutions i.e. the graduate students from the University of New Brunswick as marketing consultants for the Festival

Bus tours and cruises are becoming increasingly more active in the area and partnerships could develop to help give people more of a positive lifestyle experience

Growing understanding of importance of festivals to tourism and local economical development could result in a stronger partnership with the municipality and province

Sponsorships opportunities with nation­wide organizations and companies A shift in positioning of “sponsors” as “partners” results in a greater share in the

expenses and needs of the Festival and a greater feeling of investment in the event THREATS

New Brunswick economy ranked one of the worst in Canada (CBC News) The number of arts and culture grants are gradually decreasing Environmental constraints and uncertainty Change in demographics and psychographics in Saint John

KEY MARKETING ISSUES

1. Brand management ­ develop strategic festival vision and brand positioning strategy 2. Festival sustainability – evaluate festival model and opportunities to improve financial

performance 3. Organizational structure & processes – evaluate effectiveness and efficiencies; board

governance (business plan) 4. Festival partnership & fundraising – develop strategy and acquire skills to propel forward

EVENT VISION & MISSION VISION Be the leading sustainable arts festival in the Maritimes to provide a range of cultural performances showcasing Canadian talent.

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

MISSION: Work as a nonprofit festival that aims to showcase Canadian artistic talent, while remaining financially, socially, and physically accessible to individuals and families in the Greater Saint John Area, allowing for the greatest number of citizens to attend. LONG TERM BRAND/MARKETING OBJECTIVES

­ Obtain at least six local partners/sponsors for two year contracts ­ Secure a naming rights corporate sponsor for at least five year contract ­ Have 40% of earned income through advertising sales ­ Maintain an online digital annual reach of 150M over a three year span ­ Brand recognition amongst 75% of the Maritime population by 2018 ­ Have 60% of tickets for events sold by the beginning of July before the festival ­ community partners run events

POSITIONING STRATEGY PRIMARY TARGET MARKET: FRONTIER FAMILIES Demographic:

30­50 years­old Family members Middle­income

Geographic: Saint John, New Brunswick

Greater Saint John area Province of New Brunswick

Psychological: Looks to enjoy a good time with family members

Behavioural: ­Lifestyle

Owns a car Live with children and/or parents Looking for activities which can be done with all the family members

­Leisure Supermarket shopping Weekly outdoor activities

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

SECONDARY TARGET MARKET: EMPTY NESTERS Demographic:

age 45+ Professionals/retirees whose children have moved out of the family home

Geographic: Saint John, New Brunswick Greater Saint John area

Psychological: Interested in arts, culture and entertainment Support local artistic talent Christian and politically conservative values

Behavioural: ­Lifestyle

Give to charity Own cars Looking for activities to fill their schedule Own their house/apartment

­Leisure Going to concerts and the theatre Shopping Fixing and maintaining cars

CONSUMER INSIGHT

Frontier families want unique, memorable and easily accessible festival experiences with their family/friends in Saint John, New Brunswick.

Empty nesters want enjoyable and familiar activities to spend their increasing leisure time in Saint John, New Brunswick.

POINT OF DIFFERENCE

Festival by the Sea is the largest arts and culture festival in the Maritimes showcasing Canadian talent.

REASON TO BELIEVE

Festival by the Sea is easily accessible for Saint John residents, and provides high­quality multi­disciplinary art performances that will build on to the festival’s pre­established legacy.

RATIONAL BENEFITS

Located around Saint John in multiple venues that allows for convenient and financial accessible entertainment

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

EMOTIONAL BENEFITS

Feel proud to live in a city with the largest Canadian arts and cultural festival in the Maritimes.

POSITIONING STATEMENT To frontier families, Festival By The Sea is the leading multi­faceted arts event in the Maritimes, that promises to strengthen attendees’ connection to Canadian culture and local pride because this festival is an accessible and renewed beloved Saint John tradition. BRAND ESSENCE Multi­faceted, accessible, authentic, local and Canadian culture Product Strategy

a. Goal To act as a cultural component of Maritime heritage while showcasing Canadian talent from across the country and allowing for the greatest number of citizens to access these performances.

b. Objectives To book four well­known artists to headline over Friday­Sunday. To hold 15­20 events that align with clubs, bars and other entertainment

locations. 30% of attendees attracted will have attended the festival previously Have five themed venues around the city (i.e. popular music,

classical/symphonic, folk/bluegrass, blues/jazz, children) c. Strategy

Hold festival over a weekend, and extend invitation to local venues to host their own events.

d. Plan Hold the festival over a four­day period (Thursday to Sunday, August 11­13,

2016) instead of the usual 9­days

Day Thursday Friday Saturday Sunday

Time 5:00pm ­10:00pm Full day Full day 9:30am ­ 4:00pm

Host 40 concerts (down from the original 100) over the four days, with half the

performances being free.

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Main festival venue will be a stage located by the Bay of Fundy Sub­festival locations will be in local bars, galleries, and libraries. With

small pop­up stages around the city. Invite 20 bars and venues to participate as partnered festival locations and host

their own events Create certain themed venues that can attract different segmentations.

Popular music → geared towards youth and contemporary adults Classical/symphonic → geared toward culture seekers Folk/bluegrass → geared toward young adults, and older rural

communities Blues/Jazz → geared towards contemporary adults Children → geared towards families

Diversify the festival offerings to better suit our target markets (e.g. include a beer garden, or family zones)

Host a Battle of the Bands competition during the festival to encourage youth participation and bring their families and friends

Use the established history of the festival to re­introduce this year’s event To sign well­known acts on Friday and Saturday evening performances (e.g. Jim

Cuddy or Alanis Morissette) Create contacts within the Canadian music industry Create contracts/riders for entertainment acts

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

PRICE STRATEGY Goal To offer value to festival participants to maximize attendance and spending at the festival. Objectives

Increase ticket sales by 10% per day Increase festival attendance by 7%, with an additional 2% on Saturday and Sunday To provide a wide variety of merchandise at a competitive price, increasing sales by 5% To elevate consumer satisfaction, measured through an online survey (on a scale of

1­10) post­event, by 20%.

Strategy: Create bundles to encourage festival­wide participation while generating profit through

ticket sales Plan:

Provide consumers with the option of purchasing day passes, in addition to the full weekend passes and single tickets for select performances.

Provide special bundles and/or early bird prices in order to let people share this festival with their friends in advance.

People who complete the online survey after the festival will be entered in a draw to win a $100 gift card to be used at our sponsor restaurant.

Type Detail Price

Single Ticket 20 Performances Varied Per Performance

Day Pass One adult $75

Weekend Pass One adult $120

Student/Senior Weekend Pass

With proper photo identification

$95

Family Weekend Pass 2 adults and/or 2 children(under the age of 14)

$185 (Additional $20 per added child under the age of 14)

Early Bird special a special 25% off code offered in the social media

promotion period

*tickets can be purchased online through the FBTS PayPal account

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

*tickets/passes will also be available for sale through 50 partner ticketing and promotion locations (partner restaurants, pubs, etc.) Entertainment Costs/Fees

Artist Fees ­ $200,000 Travel/Hospitality ­ $50,000 Production:

Main Stage ­ $75,000 Secondary Venues ­ $25,000

Merchandising Prices:

Tote bags ­ $25.00 T shirts ­ $15.00 Key chains/Lanyards ­ $3.00 Commission (CDs, poster and souvenir of some performers) ­ $5 ­$15.00

PROMOTION STRATEGY a. Goal To promote Festival by the Sea in a cost­effective and engageable manner, while utilizing the history, of the festival in Saint John.

b. Objectives To partner with local community radio stations to host radio sweepstake contests

three weeks before the festival, for a total of 150 minutes of air time. Garner followers on Facebook and Twitter with our sweepstake contests: 5,000

likes on Facebook and 2,000 followers on Twitter by a week before the Festival. Forge collaborations with 1 local art gallery, the municipality, and participating

venues and artists from past festivals to create a collection of 1000 submissions of memories from 1985­2004 online and on the community board.

Have 50 different promotional channels for patrons to buy tickets (e.g. participating restaurants, pubs, websites, galleries etc.) by June 2016.

c. Strategy Take advantage of the festival’s history and the emotional sentiments behind its revitalization, and use personal stories and photos to promote the event in digital and physical forms. d. Plan Utilise the opinion section of the local newspaper to have people share stories

and memories from FBTS Have special free events where you have to “Like” FBTS Facebook page to

receive ticket invite.

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Have radio contests giving away free weekend passes daily for two weeks through having callers guess clips of old Canadian songs.

Early bird ticket sale prices to promote the event and encourage early ticket purchasing

Utilise Instagram, Twitter, and Facebook to encourage people to post their own photos from FBTS and their personal stories.

Collect these photos to create an online photo contest

Timeline May

Start announcing performers and venues that will be participating Create an opinions section in local newspaper to begin sharing festival

memories June

Promotional materials will be released Tickets go on sale Start putting up posters around the city Radio ad campaigns begin Early bird promotions begin

July Radio contests: play clips of canadian songs and whoevers calls and

guesses wins two tickets Happens once a day for two weeks

8 week sweepstake competition Multiple prizes (donated by sponsors & include festival tickets)

August Street team is hired to promote musical performances Photo installations are placed around the city Festival begins

PARTNERSHIP STRATEGY Goal Establish and maintain relationships with local government, transportation and tourism companies, and local businesses to ensure the longevity and financial success of Festival By The Sea. Objectives

To obtain a Government grant totalling at least $100,000, receipt of which FBTS will be notified by August 2015.

To secure at least five main sponsors by January 2016 Naming/Presenting Sponsor

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Media Sponsor Tourism Sponsor Food & Beverages Sponsor Transit Sponsor

To leverage half of festival production costs through in­kind donations and partnerships by July 2016.

To persuade the New Brunswick Minister of Tourism, Culture & Sport, Bill Fraser, and the Mayor of Saint John, Mel Norton, to vocalize their support of the festival on social media and public addresses by the 2016 event date.

Strategy Create brand recognition and generate revenue for Festival By The Sea and their partners/sponsors. Plan Government Partnerships Canadian Arts Council

Council promotes arts, entertainment and culture Apply for arts festival/music/artist grants in order to help for the funding of entertainment

throughout the festival through the Canada Arts Council website Saint John City Council

Community Arts Funding Program: provides funding for non­profit and/or cultural services within Saint John

Province of New Brunswick Tourism Partnership Freedom Tours & Travel

Hosts tour companies, student groups and families/friends from around the world who are visiting Saint John, New Brunswick and Atlantic Canada

Locally owned and operated company Member of the Tourism Association of New Brunswick Services include motor coach tours, river cruises, boat cruise tours and more

Promotion Partnership Saint John Transit

Pattison Outdoor Advertising: Advertising Agency for Saint John Transit for both interior/exterior bus advertising

Options of advertising includes on the bus itself, bus panels, bus shelters and bus wraps Provide city tours, airport and charter bus services Services extend through the main lines, west and east­end routes, north and south

routes and comex areas in New Brunswick Promotional & Public Relations Partnerships

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

CBC (Network & Radio) ­ Saint John, New Brunswick Radio ­ CBC accepts PSAs for non­profit organizations Network ­ Communications and partnership contact information provided on website Target audience: frontier families

Local 107.3FM Listener supported community and campus radio station in Saint John Discuss local arts, culture, music and community news Target audience: trendy youth

Eventbrite Provides a tool to manage Festival By The Sea ticket sales, registration and attendance Online application widely implemented and used by Saint John residents for events

including Snowfest, Red Triangle Award Gala, Hair of the Dog Brunch and more Telegraph­Journal, Brunswick News Inc

New Brunswick’s provincial newspaper and Saint John’s community newspaper Informs Saint John residents about both global and local news, businesses, sports,

entertainment and arts Product Partnerships/Sponsorships Beer Company

Partner with one­two local beer breweries (Big Tide Brewing Co., Moosehead Breweries, etc.)

Beaver Buzz (Energy Drink) Canadian­owned company that provides three main energy drinks (Citrus, Saskatoon

Berry, Green Tea) Available at London Drugs, the Real Canadian Superstore, 7/11, and numerous other

independent retailers President’s Choice

Owned by Loblaw Companies Limited Offers a variety of grocery and household items and provides financial services

Company Partnerships Securitas

Security services include On Site Guarding, Mobile Guarding, Remote Guarding, Technology Solutions, Corporate Risk Management and Investigations

Customized security package can meet the needs and wants for Festival By The Sea MCR Rental Solutions

Provides full AV equipment rental coverage in New Brunswick Products include microphones, mixers, speakers, projector screens, and more

CIBC Locations all across Canada Organization has a strong focus on sponsoring arts, culture and sporting causes and

events; apply for funding online and most organizations receive donations of less than $10,000

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Morris Music Ltd. New Brunswick musical instrument store and provides music lessons for bass, drums,

piano, fiddle and guitar Other services include music instrument rentals, commercial sound and video

installations, and more PEOPLE STRATEGY Goal To restructure the Festival Board and staff in 2 years to ensure an even distribution of workload across the two bodies with a distinct plan to maintain the Festival’s partnerships, and therefore, fiscal sustainability.

Objectives

To have a functional Fundraising Committee, with clearly articulated fundraising goals for the year, comprised of 5 core members by November 2015.

To have at least one staff member (full­time, part­time or contract) on each of the 6 functional committees by April 2016.

To be able to hire 3 additional full­time staff (1 contract) and 2 more part­time staff by April 2017.

To have at least 50 trained festival volunteers that work at least two days of the festival. Strategy Recalibrate the staff structure to hire more employees, properly outline the functions and rebuild the Festival’s 7 working committees.

Plan

Through applications for government youth employment grants, arts & culture grants, and sponsorship funding:

Hire 1 full­time Partnership Coordinator by September 2015 under a two­year contract

Create a Marketing Manager position that will be full­time contract (9 months) to be filled by January 2016.

Make the Production Coordinator position a part­time staff position, to be filled by February 2016 for a minimum of one year

Actively pursue Board Members, especially to sit on the Fundraising Committee, through local business and tourism organization partnerships

Establish Fundraising Committee goals for Year 2016 by December 2015 as a committee in collaboration with the General Manager and Event Coordinator

Train 50 festival volunteers who will commit to work two days of the Festival and include volunteering incentives (cover meals with the Food/Beverage Sponsor, a small merchandise gift in their welcome package, the opportunity to attend the Volunteer Appreciation Bashes)

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Plan to continue the tradition of distributing service recognition pins to volunteers after they have served five years with the festival in a special evening celebration (any previous volunteers from before 2005 who return will have their previous years count towards earning this recognition pin)

PHYSICAL EVIDENCE STRATEGY

a. Goal To tap into feelings of nostalgia and the excitement of rejuvenation regarding the re­introduction of Festival by the Sea through promotional campaigns and art installations with a strong physical presence throughout the City of Saint John.

b. Objectives Have 5 bus shelter posters situated at major transit hubs starting from June

2016. Have 15 poster art installations erected around a 15 kilometer radius of the main

stage from two weeks leading up to the festival. Have 7 stand­alone festival venue layout maps staged around the City including

the locations of satellite participating venues by festival weekend. Have naming sponsor and festival name on volunteer T­shirts being worn at

venues around the city.

c. Strategy

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

To ensure the visibility of the Festival by the Sea brand and of the festival’s sponsors through consistent visual festival identity and nostalgic images. d. Plan ­ sponsorship with Saint John Transit for bus shelter posters ­ the large main stage ­ old festival photos from the 90s plastered against the walls of buildings in the

downtown core ­ depends on partners ­ sponsor site ­ Festival By The Sea colour and logo ­ decor design

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Marketing Budget

FBTS MARKETING BUDGET

YR 2016

OFFLINE

In-kind radio air time (60 mins) -

CBC/107.3FM $ 3,500

Postering

-Design fees $ 6,000

-Printing costs (in-kind) $ 3,500

-Bus & Public Art Installations $ 17,000

In-kind print advertising - New

Brunswick News Inc. $ 1,000

Signage & the Event Program $ 3,500

ONLINE

Website Hosting $ 3,000

-Website design fees $ 6,000

-Consultation/selling $ 7,000

-Bloggers $ 2,500

-Trailer video Production Fees $ 5,000

Eblasts -Constant Contact annual

subscription $ 1,200

Facebook ads $ 3,000

Sweepstakes - 8 weeks

-Web Promotion $ 3,000

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

-Prizes (donations from sponsors

+ comp Festival ticket

packages) $ 4,000

Administration $ 30,000

Expenses Misc. $ 1,500

TOTAL $ 88,700

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Professor: Nancy Bodi SEA 115 ­Event Marketing Management

Financial Plan

2003 Actual 2004 Actual 2005 Actual 2016 Projected

Revenue

Ticket Sales 87,696 82,637 88,778 112,450

Sponsorships 265,952 255,147 242,513 278,843

Grants 114,212 132,731 93,498 115,300

Merchandise/Other 14,173 3,621 2,358 10,500

Food/Beverages 4,000

Total Revenues $482,033 $474,136 $427,147 $521,093

Expenses

Administration 121,081 125,839 108,602 130,000

Labour 39,605 35,841 42,125 43,696

Marketing 89,636 80,700 63,661 88,700

Merchandise 15,204 10,166 4,000

Performer’s Expenses

109,712 125,232 126,966 125,000

Production 114,867 101,516 94,313 100,000

Program Coordination

8,500 10,381 10,000 10,025

Total Expenses $499,967 $489,675 $445,667 $501,421

Net Income ($17,934) ($15,539) ($18,230) $19,672

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