florida supercon campaign
TRANSCRIPT
OUR CLIENT...
THE CAMPAIGN...
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meet the team
meet the team AILEEN fERNANDEZ
Account Executive
Nathalie Padron Public Relations Director
Danielle GomezResearch Director Natalie Murias
Ad Copy Director
Karol GomezArt Director
Ashley Ramirez Media Director
Anna SpencerSales Promotion Director
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MagicCity Media could not have made this campaign possible without the help of: the individuals who participated in
the focus groups and surveys, including Miguel, Perry and Rich for the in-depth
interviews, Professor Robert Jaross, Florida International University and a special thanks to Florida Supercon.
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EXECUTIVE SUMMARY..........................................................7 RESEARCH ............................................................................8 Situation Analysis..........................................................8 •SecondaryResearch.........................................8 - Objectives ....................................8 - Company Analysis ........................8 - Product Analysis............................9 - Competitive Analysis....................10 - Pricing Analysis.............................14 - Analysis of past marketing communication efforts .................14 •PrimaryResearch..............................................15 -Objectives.....................................15 -Methodology.................................15 -Researchfindings,observations, and implications...........................16 -Otherprimaryresearchfindings and implications...........................17 -SWOT Analysis...............................19
STRATEGY..............................................................................20 •TargetMarketProfile........................................20 •MarketingGoal.................................................20 •IMCObjectives.................................................20 •IMCStrategies..................................................20 - WIIFM............................................20 - Image and reputation messages...20 - Creative Brief.................................21
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IMC TACTICS.........................................................................23 •AdvertisingTactics............................................23 •PublicRelationsTactics.....................................32 •SalesPromotion................................................35 •EventMarketing................................................37 •SocialMedia.....................................................39 •Partnerships......................................................42 IMPLEMENTATION................................................................44 •ImplementationSchedule..................................49 •Budget...............................................................51 EVALUATION.........................................................................52
REFERENCES.........................................................................53
APPENDIX..............................................................................56 •SurveyScreenshots...........................................56 •SurveyResults...................................................64 •AdditionalCompetitiveAnalysis.......................76 •CompetitivePricingChart.................................80 •RadioScript.......................................................81 •TVSpotStoryboard...........................................82 •TVSpotScript....................................................84 •MediaPricingSources.......................................86 •SuggestionsforFutureConventions.................101
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•Canappealtolargeaudienceanda variety of niches.•Friendlyandfunatmosphere.•Inclusiveevent.•Costeffectivetickets.•Greatcoverageusinglocalnews.•Activesocialmediapresence.
•Notenoughexposureor advertisements on college campuses.•Additionalcostsofcelebritymeet and greets, food, parking and merchandise.•NegativefeedbackonFacebook about celebrities cutting photo ops short.•Lackoffoodoptions, lounging areas and eating space.
•Potentialtobecomethe largest event in South Florida and the Southeast region.•Abilitytoreachalargetargetmarket•GrowinginterestintheseeventsduetotrendsinHollywoodfilms.
•OtherFloridaconventionswitha larger target audience.•Limitedcoverageoftheeventon South Florida campuses. •Limitedfundsforadvertisementson bulletin boards.•Misconceptionsandnegative perceptions of the event.
SWOT
Strengths
Opportunities
weaknesses
Threats
SWOT ANALYSIS
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