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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