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Marketing for the L.A. Gumbo Festival

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by

Laurel Woodfin

on 3 November 2015

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Transcript of Marketing for the L.A. Gumbo Festival

Marketing for the L.A. Gumbo Festival
Event
Description

Event
Marketing
Strategy

Objectives
TIMELINE
Media
Budget
Why?
HOW?
NEW LOGO
NEW SLOGAN
Increase awareness
Maintain relationships with current attendees
Attract tourists (new attendees)

Increase attendance and awareness
Revamp Social Media
Viral Marketing~ Create facebook video competition
Market through sponsors- sell tickets, post fliers, ad info in newletters
Celebrity sponsor
Get Major Sponsorship (SEC Network)
Newspaper Ad, Radio

Encourage return attendees
Play up "Football Tailgate" theme
Market at local highschool football (bring gumbo samples)
Pass out promotional material at wharf and other festivals (Hangout)

Increase tourist attendance
Advertise at hotels and resorts
Take gumbo samples to hotel employees encouraging them to inform their guests

New logo and slogan
Facebook Competition
Radio
Get Connected
Unique Selling Points
Football Tailgate Theme
Over 70 flat screens playing games
Beach setting
Gumbo competition
Can Collection Donation
S
W
O
T
Beach location, family event, fun theme, donate to charity, local sponsors, lots of gumbo!
unknown to public,
new event not yet established
Weather problems, security,
seafood allergies/preferences,
Increase awareness, prizes/competitions, increase tourism, get more sponsorships
(Target Audience)
Families
Football Fans
Tourists
Who?
We've got spirit yes we do!!
We've got spirit how bout you?
1. Post a video showing your team spirit
2. Tag LA Gumbo Festival & use #LA GumboFest
3. Challenge a friend
Marketing
Team
Laurel Woodfin, VP of marketing and PR



Olivia Stevenson, account manager



Greer Maddox, VP market research



Ellen Harrell, finance manager



Kayla Elliott, director of sales



Emily Powell, VP media relations
October 4, 2014 10 AM to 9 PM
The Wharf Orange Beach, Alabama
The festival is a fun event for families to enjoy local arts, music, and gumbo! It is a day that celebrates local chefs, musicians, and artists. The event promotes Orange Beach to tourists. Tickets are $2 to taste!
Football Tailgate
Date:
Location:
Theme:
Purpose:
Competition
Direct
Indirect
Newspaper Ad
August
July
June
advertise at Hangout Music Fest in Orange Beach
send out flier in monthly newsletter
launch Facebook video campaign
Advertise at local Highschool football games
Give out gumbo samples
Announce at half time
Hand out fliers
Send out flier in monthly newsletter
Market to surrounding hotels and condos
Deliver gumbo samples
Facebook posts 2 - 3 times weekly
Appearance on local news
Newspaper Ad
email flier in monthly newsletter
Post fliers
Sponsors rotate selling tickets
September
Gumbo Samples:
3 gallons at $25 each
News Ad:
$1,200
Flyers:
$400
Radio Ad:
$500 per week x 3 weeks
T-shirts:
200 at $7 each
Louisiana Gumbo Festival
Gulf Shores Oktoberfest
Fall Bird Banding Session
Cruising the Coast (car show)
Gulf Coast Art Market
College Football games
The beach
Waterville U.S.A.


conduct event research
analyze competition
find USPs, target market, affective marketing strategy

creates marketing budget
research cost efficient advertisement methods

works directly with client to ensure all responsibilities are met
communicates with client on objectives and strategies

manages ticket sales
creation and distribution of promotional materials

handles all relations with the media including all local news outlets
manage social media accounts and facebook competition

form marketing strategies and objectives
direct marketing team
Media Examples
1. Revamp Faceboook Page
2. Create Instagram & Twitter Accounts
3. Snapchat story
4. Consistent Hashtag : #LAGumboFest
5. Launch Social Media competition
Social Media Objectives
Winners get 2 Iron Bowl tickets!
(Action Plan)
Questions?
Budget
Press Release
Full transcript