Workshop 3 11 fei resources

Abigail Carney Associates 2010

Marketing Festivals

WHAT DO WE NEED

TO GET THE JOB DONE?

Festival Marketing Workshop HCMC December 2010


Resources

• Personnel

• Time (plan)

• Budget


Resources

• Personnel

• In house and / or external

• Skills

• Experience

• Knowledge


Resources

• Time required to run a campaign

• Pre-planning

• Planning

• Launch

• Campaign

• Evaluation

• Pre-planning – It’s a cycle


Resources

• Budget

• What is realistic?

• Marketing budget as a % of turnover

• Relative to achieving objectives

• Relative to achieving ROI


Lammermuir Festival

Personnel


Lammermuir Festival

Time• Planning time: Funding agreed March• Development of marketing tool kit: April• Launch: 20 May• Campaign time: end May to start of Festival• Event: 10 to 19 September• Evaluation: October - November

BUDGET £

Box Office 2,519

Web site 2,400

Design (ID) 4,000

Print 4,538

Distribution 3,485

Displays 258

Advertising 1,307

Photography 1,500

Press 1,136

TOTAL 20,985

Staff 7,500


Lammermuir Festival

• Overall expenditure: £91,903• Marketing budget: £21,143• 23% of turnover (including staff costs)• Quite high due to set up costs• Brand £2,000 & web site £2,400• Challenge – Large or small capacity / audiences

– same spend


Edinburgh Science Festival

Personnel• In house & external agencies• Marketing manager – full time• Marketing Assistant – 5 months• PR Manager – freelance



Time• Planning time: Aug – Oct• Development of marketing tool kit: Nov – Jan• Launch and campaign: mid Feb to April• Campaign time: 8 weeks• Event: April• Evaluation: May – June

BUDGET £

Box Office 35,000

Web site 33,000

Design 12,500

Print 24,000

Distribution 12,500

Displays 9,000

Advertising 1,500

Photography 1,000

Press 1,000

TOTAL 130,100

Staff 46,000



• Marketing budget: £130,000• 8% of turnover (includes staff costs)• Average 10%


Imaginate Festival

• Personnel

• Marketing person 4/5


Imaginate Festival

• Time

• 18 months planning

• Campaign launch Jan Schools

• Camp Easter

• Evaluation June – July

• Aug – starting developing tool kit


Imaginate Festival

• Marketing budget: £31,000• 15% of turnover

• Sponsors add £40,000 to budget in kind• Bus sides• Venue branding• Competitions & prizes


Exercise

• Review your event • Think about your resources• Personnel, time, budget• What do you need?• Look at your event date• Plan your campaign – pre planning, tool kit,

launch, campaign, evaluation


Sharing

• Feedback on exercise• Considerations?• Concerns?


So where are we?

• Our marketing plan must be S.M.A.R.T.• It must be adequately resourced• Personnel – skills and experience• Time – pre planning to evaluation• Budget – financially resourced• Resources must be monitored and evaluated

Workshop 3 11 fei resources

Education

Transcript of Workshop 3 11 fei resources