Launchpad presentation
-
Upload
ashleyhebler -
Category
Technology
-
view
415 -
download
1
description
Transcript of Launchpad presentation
Assessing The State of Spanish-Language & Latino-Oriented Media International Conference
IMC PLAN
Presented by:
Where Ideas Take Off…
SITUATION ANALYSIS
Industry Overview • Small meetings and academic conferences
• Targets audiences of 50-149 or 150-249• Market share has doubled in the past decade• Fastest growing sector
Source: International Congress and Convention Association (ICCA)
Number of Conferences
2010 2011
8,294 9,120
Industry Overview • International conferences with target goals and
audiences in line with those of the international conference Assessing the State of Spanish-Language and Latino-oriented Media:
National Conference for Media Reform
Hispanicize
Market Segmentation • Segments
Audience demographics
Meeting initiatorMeeting size
Meeting purpose
Source: International Congress and Convention Association (ICCA)
Market Segmentation • Segments
Audience demographics
Meeting initiator
Meeting size
Meeting purpose
Source: International Congress and Convention Association (ICCA)
Market Segmentation • Segments
Corporate Meetings
Association Meetings
Source: International Congress and Convention Association (ICCA)
• International Governmental Meetings
• International Non-Governmental Meetings
• Internal• External• In/External Meetings
Market Segmentation • Segments
Corporate Meetings
Association Meetings
Source: International Congress and Convention Association (ICCA)
• International Governmental Meetings
• International Non-Governmental Meetings
• Internal• External• In/External Meetings
Competitive Analysis
The Society for Cinema and Media Studies
Overall Creative Strategy
Highlight location
Execution Strategy
Recognizable landmarks in Boston and Chicago
Tagline “Boston 2012”“Chicago 2013”
Target Market Addressed
includes scholars, students, media, and cinema professionals
Key Ad elements The images representing the hosting cities
• Competitive Advertising Analysis
Competitive Analysis • Competitive Advertising Analysis
Portada: “The Leading Source on Latin Marketing and Media”
Overall Creative Strategy
USP: provide extensive data and literature about Latino demographic.
Execution Strategy
Bullets, images of cities, logos of sponsors
Tagline “Latin America: Taking its central Place on the World Stage”
Target Market Addressed
target business and media professionals in the United States, Latin America, and Spain
Key Ad elements names and logos of its partners on the flyers
Competitive Analysis • Competitive Advertising Analysis
Hispanicize
Overall Creative Strategy
USP: unique platform for endeavors, new products, and creative campaigns from and for Latinos.
Execution Strategy
Film-related images
Tagline “The Latino Filmmakers are coming!”
Target Market Addressed
Latino filmmakers
Key Ad elements An overly dramatized “damsel in distress” implies humor and creativity.
Customer Analysis
Age > 21
• Primary Market:
• Primary Market:
GEOGRAPHICAL
Customer Analysis
Customer Analysis • Primary Market:
• Psychographic profile
Customer Analysis • Primary Market:
• Socioeconomic profile and media habits
Customer Analysis
Age > 21
• Secondary Market:
• Secondary Market:
GEOGRAPHICAL
Customer Analysis
Customer Analysis • Secondary Market:
• Psychographic profile• Socioeconomic profile and media habits
SWOT Analysis
Strengths Weaknesses
Opportunities Threats
Strengths• Attendance (compared to
UNT)• Experience• Relevant topics• Relatively Inexpensive • Resources• Access to facility
Weaknesses
Opportunities Threats
SWOT Analysis
SWOT Analysis
Strengths• Attendance• Experience• Relevant topics• Relatively
Inexpensive • Resources• Access to facility
Weaknesses
Opportunities Threats
SWOT Analysis
Strengths• Attendance• Experience• Relevant topics• Relatively
Inexpensive • Resources• Access to facility
Weaknesses• Likeliness of poor turnout• Low budget • Turnover of student
helpers• Inconsistent schedule • Low attendance for this
conference
Opportunities Threats
SWOT Analysis
Strengths•Attendance•Experience•Relevant topics•Relatively Inexpensive •Resources•Access to facility
Weaknesses•Likeliness of poor turnout
•Low budget •Turnover of student helpers
•Inconsistent schedule •Low attendance for this conference
Opportunities Threats
SWOT Analysis
Strengths•Attendance•Experience•Relevant topics•Relatively Inexpensive •Resources•Access to facility
Weaknesses•Likeliness of poor turnout
•Low budget •Turnover of student helpers
•Inconsistent schedule •Low attendance for this conferenceOpportunities
• Hispanic Serving Institution (HSI)
• Beautiful Texas Hill Country
• Weather conditions • Large Hispanic
population• Economic factors may be
less influential
Threats
SWOT Analysis
Strengths•Attendance•Experience•Relevant topics•Relatively Inexpensive •Resources•Access to facility
Weaknesses•Likeliness of poor turnout•Low budget •Turnover of student helpers• Inconsistent schedule •Low attendance for this conference
Opportunities •Hispanic Serving Institution (HSI)
•Beautiful Texas Hill Country•Weather conditions •Large Hispanic population•Economic factors may be less influential
Threats
SWOT Analysis
Strengths•Attendance•Experience•Relevant topics•Relatively Inexpensive •Resources•Access to facility
Weaknesses•Likeliness of poor turnout•Low budget •Turnover of student helpers• Inconsistent schedule •Low attendance for this conference
Opportunities •Hispanic Serving Institution (HSI)
•Beautiful Texas Hill Country•Weather conditions •Large Hispanic population•Economic factors may be less influential
Threats• Travel delays due to
storms in other parts of the U.S
• Related conference dates• Unrelated conference
dates• World economy
SWOT Analysis
Strengths•Attendance•Experience•Relevant topics•Relatively Inexpensive •Resources•Access to facility
Weaknesses•Likeliness of poor turnout•Low budget •Turnover of student helpers• Inconsistent schedule •Low attendance for this conference
Opportunities •Hispanic Serving Institution (HSI)
•Beautiful Texas Hill Country•Weather conditions •Large Hispanic population•Economic factors may be less influential
Threats•Travel delays due to storms in other parts of the U.S
•Related conference dates•Unrelated conference dates•World economy
POSITIONING STATEMENT AND RATIONALE
Positioning Statement and Rationale
“ The 4th International Spanish-language and Latino-oriented media conference serves as
a forum for educating and updating the public on the latest research in Latino-based media, for enabling networking for scholars
and media professionals alike, and for creating exposure for the rich and dynamic
Latino culture.”
MARKETING AND IMC OBJECTIVES
Marketing Objectives • Generate high volume of paper submissions, at least fifty,
and research contributions prior to the conference.
• Increase attendance of the conference by at least 23% (as compared to attendance in 2009).
• Further establish the conference as a resource for both academics and professionals to network and stay up to date with the state of Latino-oriented and Spanish-speaking media.
IMC Objectives• Newsletter campaign• Social media strategic planning• Proclaim the beauty of the area as a USP• Convey the value of the conference to primary market• Stress the importance of understanding a demographic
with such a high growth rate and market potential
OVERALL IMC PLAN
Media Objectives
Media Strategies
Media Tactics
Distribute information about the conference via various forms of
media
Utilize the Internet and social media to generate interest and disseminate
information
Create a Wikipedia page for the
conference/ a Facebook page for
El Centro
Create an image for the conference
consistent with the positioning statement
Position the conference as formal,
sophisticated, and elegant all the while maintaining a warm and welcoming air
Create a flyer that represents the
positioning statement to be distributed in the
various print media utilized
Generate interest in the conference among
relevant audiences
Enlist the assistance of other organizations to
distribute information to their members and
affiliates
Create awareness about the
conference in national and
international markets
Announce pertinent conference
information via local media vehicles
Broadcast announcements on KTSW 89.9, the Texas State radio station, and print the conference
flyer in the University Star and the San Marcos Daily Record
newspapers
Creative - Objectives• Create awareness about the conference online, among
campuses, and in the industry• Generate buzz among media professionals and
academics• Make information completely accessible to the target
market• Establish the conference as a venue for cutting-edge
research and professional development• Encourage paper submission and conference attendance
Creative Objectives
Creative Strategies
Creative Tactics
Generate buzz
Build online web presence
Use bold, bright vibrant
colors
Make information accessible
Print campaign with pertinent
information and incentives for attendance
QR codes on print materials for
fast access to website
Establish as venue for cutting-edge
research/ professional development
Build a cohesive network of target
market
Tagline: “Experience the
pinnacle of progression.”
Encourage paper
submission and attendance
Make registration and paper
submission simple and user-friendly
Colorful “call to action” web
buttons
Creative Executions• Flyer• Website• Brochure• Press Release • Wikipedia• Social Media Strategic Plan
Social Media Strategy
Social Media
Strategy
Develop Content Strategy
Engage in the
CommunityMonitor
and Measure
Sales Promotion Objectives
Sales Promotion Strategies
Sales Promotion
Tactics
Create incentives for people to register for
the conference
Entice people into approaching a ticket
sales booth with giveaways
Offer free lemonade at the ticket sales
booth in the quad on Texas State campus
Create incentives for people to attend the
conference
Provide added benefits for attendees through meal service, price-off deal for lodging, and
premiums
Provision of daily meals and
refreshments, discounted hotel rates,
and gift bags
Create incentives for people to submit
papers
Offer a registration discount for conference attendees
Offer early bird registration for $200 if attendees register and/or submit before
a certain date
Create incentives for people to sponsor event
Offer different levels of sponsorship packages
Offer discounts to sponsors:
Platinum Sponsor ($1,000+)
Gold Sponsor ($500-$999)
Silver Sponsor ($250-$499)
Bronze Sponsor ($50-$249)
Sales Promotion – Sponsor Incentives Gold Sponsor ($500-$999)
A table for promoting their company/products/services at the registration area of the conferenceLogo on conference promotional posterBanner display in the conference roomLogo on the conference program and websiteFree registration for one person
Silver Sponsor ($250-$499)Logo on the conference programFree registration for one person
Bronze Sponsor ($50-$249)Logo on the conference program50% registration discount for one person
Public Relations Objectives
Public Relations Strategies
Public Relations
Tactics
To create awareness about the conference
Create further awareness by
including conference announcements in the
programs of related conferences
Publish conference announcements in the programs for the XXX
To create awareness about the conference
Generate awareness by creating a presence
within the community via a public event
Sell conference tickets at a booth located in the
quad at the Texas State campus; lemonade will be handed out free of
charge to draw in passers-by
To disseminate information relating to
conference events
Announce pertinent information about the conference via local
media
Submit a press release to the University Star and the San Marcos
Daily Record newspapers
To instill public interest in the conference with the goal of increasing attendance by 23%
compared to the 2009 conference
Create hype in the community prior to the
conference dates
Publish positive testimonials from one
or two past conference attendees in the press
release
To develop a positive public attitude toward the conference
Obtain attitudes about past
conferences to create positive
publicity
Promote the conference as a resource for both
academics and professionals to network and stay up to date with
the state of Latino-oriented and Spanish-
speaking media
Public Relations Objectives
Public Relations Strategies
Public Relations
Tactics
TOTAL PROPOSED BUDGET
Budget Recommendations • Overall Conference Budget: $100• $100 for placing print advertisements (flyer) in
newspapers and broadcasting advertisements• Conferences announcements, the press release, and
testimonials are free• Human resources: utilize graduate students and interns• Lemonade: Solicit donation from local restaurants or
campus dining services
Budget Recommendations • Booth: Approach partnering campus organizations to
borrow booth and supplies• Meals – Included in conference budget: covered by
registration fees, donations, and sponsors• Hotel discounts: Covered by participating hotels• Gift bags: Solicit donation from Texas State bookstore and
local grocery stores
QUESTIONS
Where Ideas Take Off… ? ?