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TITLE SLIDE
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MY BEST FRIENDS WEDDINGTHE TEAM
INTERN TEAM
Dave Curtis
Creative
Alex Zubak
Digital
Joe Li
Insights
Tom Schrank
Marketing & Promotions
Emily Merlin
Client Services
Caroline Mayberry
New Business & Copywriting
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MY BEST FRIENDS WEDDINGOVERVIEW
OVERVIEW PositioningThe Proposal
Insights
The Wedding Planner
Creative
Picking the Dress
Presale Strategy
The Invitation
Media Partners
Reception Hall
Marketing & Partnerships
The Wedding Party
Digital
The Wedding Album
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MY BEST FRIENDS WEDDINGPOSITIONING
MY BEST FRIENDS WEDDING THE MUSICAL is about taking the right chanceat the wrong time. Its hiding your true feelings, then wearing your heart on
your sleeve. Its chasing your best friend to the altar, only to find hes beaten
you there with another bride. Its a fluffy white wedding cake sprinkled with
jealousy.
Most importantly, its finding the love of your life and deciding what to do
about it.
POSITIONING
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MY BEST FRIENDS WEDDINGTAGLINES
TAGLINES
A toast to life, love, and the pursuit of your best friend
Untie the knot with us this September
Something borrowed, something blue, with a friendship this old, could love be true?
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MY BEST FRIENDS WEDDINGPOSITIONING
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MY BEST FRIENDS WEDDINGCAMPAIGN IMPERATIVES
POPULAR MOVIE-TURNED-MUSICAL Evokes nostalgia, strong film following
PREMIUM MUSICAL
Strong creative team
FUN & SARCASTIC ROMANTIC COMEDY
Reach your audience with relatable themes
JUKE BOX SPECTACLE High energy, large ensemble
A CELEBRATION, WITH A TWIST
Not your average wedding
KEY SELLING POINTS
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INSIGHTS
THE WEDDING PLANNER
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Broadway Season Competitive Landscape
Price Strategy
Earn more for the ups and save for the downs
Current Sales Status Wraps Report Gross Report
Advance Sales Report
All Through the Run Inventory Management
Sales Analysis
Groups Sales Strategy
MY BEST FRIENDS WEDDINGINSIGHTS
WHAT WE SEE
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Profile of Typical Broadway Audience
MY BEST FRIENDS WEDDINGINSIGHTS
Female
43.6 Years Old
Attended 5 Broadway Performances in thePast Year
Has Annual Household Income of $179,100
Completed College
Caucasian
WHO WE SELL TO
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Motivating Factors for Show Selection: Musical
MY BEST FRIENDS WEDDINGINSIGHTS
WHO WE SELL TO
50.80%
34.10%
25.40%
14.10% 13.60% 11.90%7.40% 6.60%
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MY BEST FRIENDS WEDDINGINSIGHTS
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Traditional Musical Theater Goers Attendees of new and long running Broadway Musicals Premium Big Show Attendees-
Ensure that My Best Friends Wedding sits alongside the roster of premium theatre shows
Well-Educated Caucasian women in their 40s
Younger Audience in their 20s-30s, a group the story tells about. Let the story speak to
them and interact with them
Spread the word about Chicago try-out
Song Lovers Musical will feature classic songs including Say a Little Prayer for You, Wishin and Hopin,
The Way You Look Tonight, etc
Movie Lovers Original Movie Lovers
Romantic Comedy Lovers
Fans of Burt Bacharach
Fans of Joe Mantello
TARGET FOR SUCCESS PRE OPENING
MY BEST FRIENDS WEDDINGINSIGHTS
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New York Event Seekers Critics reviews, word-of-mouth and campaign exposure along with the Chicago run
heighten interest
Suburbanites and Drive Market Critics reviews and targeted advertisements will create further interest for this sector.
Couples/Friends Position as the new romantic hit on Broadway, in comparison to older, known love stories
such as The Phantom of the Opera
TARGET FOR SUCCESS IN PERFORMANCE
MY BEST FRIENDS WEDDINGINSIGHTS
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Holiday Event Planner Position as a holiday blockbuster where everyone can get happiness and blessing
Domestic Tourist Leverage the peak tourist season immediately following opening
TARGET FOR SUCCESS HOLIDAY SEASON
MY BEST FRIENDS WEDDINGINSIGHTS
5.6 millionBroadway theatregoersreported to be domestic
tourists.
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Tony Nominators and Voters Push to get the largest number of Tony voters into early performances
TARGET FOR SUCCESS AWARD CAMPAIGN
MY BEST FRIENDS WEDDINGINSIGHTS
30% of Broadwaytheatregoers reported having
watched the Tony Awards.
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Organized Large Groups Position as the brand new MUST SEE musical of Fall 2014-broad appeal of the
musical from students to grandparents make it a perfect group show with
something for everyone-promoting the shows classic appeal to group organizers
who need to cater for all tastes
International Tourists Define the show as the Broadway attraction-working with partners/additional
PR to position My Best Friends Wedding alongside the Statue of Liberty, the
Empire State Building, the Metropolitan Museum of Art, Central Park and other
NYC attractions as the iconographic Broadway must-see
TARGET FOR SUCCESS LONG TERM
MY BEST FRIENDS WEDDINGINSIGHTS
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CREATIVE
PICKING THE DRESS
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PRESALE STRATEGY:
THE INVITATION
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Other wedsites aspire to be The Knot
- NEWSWEEK
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PRESALE STRATEGY Create a Broadway-first presale exclusively with THE KNOT
media company
With THE KNOTs 1.7 million unique annual members,
promote a presale offer to all subscribers
Achieve cross-channel exposure for the pre-sale throughTHE KNOTs ranging network of brands
MY BEST FRIENDS WEDDINGPRESALE STRATEGY
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CROSS-CHANNEL PRESALE PROMOTION
MY BEST FRIENDS WEDDINGPRESALE STRATEGY
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MEDIA PARTNERS:
THE RECEPTION HALL
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MY BEST FRIENDS WEDDINGMEDIA PARTNERS
Cond Nast is our proposed media partner for print media
This would provide us access to all of the above publications (and more) as
well as access to any additional assets and promotions
Combined Monthly Impressions: Over 57 Million
MEDIA PARTNERS: PRINT
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MY BEST FRIENDS WEDDINGMEDIA PARTNERS
MEDIA PARTNERS: BROADCAST
TLC and Style Network:
To reach the female demographic
watching shows such as Say Yes
to the Dress and other lifestylereality programs
TBS
Frequently plays movies of the
same classic comedic genre and
would reach movie watchers of
all ages
For broadcast, we see three main channels that would benefit our
campaign most:
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MY BEST FRIENDS WEDDINGMEDIA PARTNERS
MEDIA PARTNERS: ONLINE Reach out to popular online channels for display:
We propose using Hulu to show online media in video
broadcast form, seeing as it is one of the most watched online
media sources. Advertising on Hulu would expose My Best
Friends Wedding to more than four million viewers on 350
million electronic devices around the world
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MY BEST FRIENDS WEDDINGMEDIA PARTNERS
MEDIA PARTNERS: OUTDOOR
Times Square Billboards
TKTS
MTA Subway Placement
Penn Station/Grand Central
Suburban Mall Takeover
Bus Wraps Taxi Tops
In order to reach our target audience, we
propose additional geo-targeted outdoor
media placement in both New York City
and surrounding suburban boroughs:
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MARKETING & PARTNERSHIPS:
THE WEDDING PARTY
FORMAT
LIKE
CREATIVE
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DAVIDS BRIDAL PARTNERSHIP
Davids Bridal is Americas largest bridal store chain. For over 60 years, thecompanys mission has been to make wedding dreams come true
Their collection of wedding dresses, formal wear, invitations, favors, and all
wedding-related merchandise make them a one-stop shop for any wedding
planner
As the exclusive Broadway partner of Davids Bridal, MY BEST FRIENDSWEDDING would gain mass national exposure as well as access to Davids
Bridals related assets
MY BEST FRIENDS WEDDINGMARKETING & PARTNERSHIPS
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DAVIDS BRIDAL PARTNERSHIP Invitations by Davids Bridal to provide
print and mailing services for a direct
mail campaign announcing a
partnership between Davids Bridal &
MY BEST FRIENDS WEDDING
Promotion across all channels of DavidsBridal brand
In-store promotion
Promotion in Davids Bridal catalog
Social media promotion
Participation in Davids Bridal BRIDALREWARDS program
Provide sweepstakes & ticket
giveaways
Specialty branding on Davids Bridal
credit card
MY BEST FRIENDS WEDDINGMARKETING & PARTNERSHIPS
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DAVIDS BRIDAL PARTNERSHIP Davids Bridal will provide all bridal costumes for the show
Davids Bridal will be featured as the wedding dress designer for
the in-show wedding
Create a Get the Look campaign by introducing a specialty MY BEST
FRIENDS WEDDING bridal line
MY BEST FRIENDS WEDDING window takeover of Davids Bridals inManhattan
MY BEST FRIENDS WEDDINGMARKETING & PARTNERSHIPS
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BRIDAL EXPO TAKEOVER MY BEST FRIENDS WEDDING and Davids Bridal will have presence at large-
scale wedding expos, including two of the largest in Manhattan and Chicago
This presence will include:
Specialty booth with Davids Bridal at New York Citys Great Bridal Expo
Cast members will model Davids Bridal costume line in fashion show &
perform a musical number before the fashion show Inclusion in all branding for the expos
Sweepstakes & giveaways for attendees
MY BEST FRIENDS WEDDINGMARKETING & PARTNERSHIPS
Manhattan:
The Great Bridal ExpoChicago:
National Bridal Market
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COMPLETING OUR WEDDING PARTY
MY BEST FRIENDS WEDDINGMARKETING & PARTNERSHIPS
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SECURING PARTNERSHIPS
MY BEST FRIENDS WEDDINGMARKETING & PARTNERSHIPS
In order to secure industry-first partnerships for MY BEST FRIENDS WEDDING,
we propose inviting all partners to be part of the shows Wedding Party
With all marketing proposals, prospective partners will receive a specialty gift
bag invitation. This will include a variety of wedding themed takeaways as well
as exclusive content and branded merchandise about the show
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DIGITAL EXECUTION:
THE WEDDING ALBUM
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DIGITAL DELIVERABLES
Y S I N S W ING
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CREATE A SOCIAL ENVIRONMENT
We know how to get people talking and keep conversations buildingits engagement and exclusive information
We will build a virtual world for My Best Friends Wedding to engagefans primarily through Facebook, Instagram and Twitter
In the virtual space fans will be able to gain access to information, sneakpeaks and share their own stories
We will leverage partners to build our social presence and spread theword
MY BEST FRIENDS WEDDINGDIGITAL EXECUTION
MY BEST FRIENDS WEDDING
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Case Study completed by GoGulf.com
MY BEST FRIENDS WEDDINGDIGITAL EXECUTION
MY BEST FRIENDS WEDDING
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Facebook:
Share content from contests across other
social platforms (i.e. Instavideo)
Best Friends of the week
Users can explore all current My Best Friends
Wedding news, music, video content,contests, imagery and user generated content
Twitter: Where everything comes together
Up to date information in real time: breaking
news, casting news, last minute ticket offers We will use twitter advertising to promote
tweets and help your account to gain
exposure
Cross social mentions with partners and
promote other social channels
MY BEST FRIENDS WEDDINGDIGITAL EXECUTION
HOW WE EXECUTE THIS
MY BEST FRIENDS WEDDING
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HOW WE EXECUTE THIS
Pinterest: Wedding Plans and Best Friends
We will utilize this site and create boards to
help plan the perfect wedding
Comedy pulled in through best friend boards
There will be a secret board that will reveal
exclusive content leading up to opening
Instagram:
We will create custom filters to create a
cohesive and fun look
Host contests through Instavideo Incentivize people to share their photos on
Instagram with the hashtag #BFWeddingBwy
in order to enter for a chance to win tickets
MY BEST FRIENDS WEDDINGDIGITAL EXECUTION
MY BEST FRIENDS WEDDING
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KARAOKE MASHUPOnline contest and promotion utilizing themusic from My Best Friends Wedding
Engage fans: Say A Little Prayer for You
Incentive: Win a pair of tickets
Video compilation share across all social
platforms (Twitter, YouTube, Facebook)
MY BEST FRIENDS WEDDINGDIGITAL
MY BEST FRIENDS WEDDING
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KARAOKE MASHUPInteractive Digital Advertisements Digital interactive billboards
Say a Little Prayer for You
Share interactions through social
MY BEST FRIENDS WEDDINGDIGITAL
MY BEST FRIENDS WEDDING
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MAKE SURE EVERYONE IS LISTENING
MY BEST FRIENDS WEDDINGINTEGRATED PROMOTION
Sirius XM Music Partnership
Utilize the Burt Bacharach fan following to get people excited
about the show
Target music lovers and negotiate an exclusive weekend takeover
on Sirius XM, Americas satellite radio station of 20.6 million
subscribers
Specific takeover of Channel 30 The Loft
Adventurous Music for Grownups
Takeover would include: Interviews with the cast & creative
team, music from the show and Burt Bacharach originals
MY BEST FRIENDS WEDDING
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BURT ON STAGE: Concert Series Concert Series to promote the shows music as well
as a key member of the creative team
Concert series promoted in partnership with Sirius
XM to gain partner exposure and added value
Exposure on all social media platforms and website
Suggested Venues & Timing: PRE-OPENING:
Session at 54 Below Concert to create buzz
in target market
WINTER:
Winter concert in the American Songbook
Series at Lincoln Center to drive winter
sales post-opening
MY BEST FRIEND S WEDDINGINTEGRATED PROMOTION
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THANK YOU!
WE HOPE YOU ENJOYED OURVISION OF THIS AMAZING SHOW