Penn’s Colony Festival
Marketing Plan
IMC 371
October 04, 2014
Sean Brett . Kristen Chrzanowski . Kiara Fisher . David Viano
Company Overview
● The Penn’s Colony Festival● Wine Time Event● Other Services
Ultimate Goal
● Provide an IMC Plan that will help,– increase attendance during events – Raise overall annual revenue
Situation Analysis
● The current strategy– Two Events/Festivals that are the main source of income– Advertise through brochures, flyers, and TV/Print media– Facebook and Twitter business page and a website– Relies on word-of-mouth
S.W.O.T.
● S-Strengths– Affordable family experience– Over 30 years of business– Handcrafted and one of a kind products and goods– Over 150 vendors providing a diversity of merchandises– Re-enactments are enriched in historical culture of the
area
S.W.O.T.
● W-Weaknesses– Online presence is small – Dated brochures, posters, and TV ads– There are no promotional items that represent the brand– Minute reach outside the neighboring areas– Lack of Diversity
S.W.O.T.
● O-Opportunities– Large population of possible new customers– Potential big group of young families– The value of selling advertising space on their brochures,
flyers and website– There are a variety of opportunities to rent the grounds
S.W.O.T.
● T-Threats– The weather– Sporting events – Other craft/art shows compete with vendor availability– Competing for attendants with other festivals
Research Demographics
Campaign Objectives
● Increase brand awareness● Increase profits● Create more value to organization
Strategy and Tactics
● Media● Web● Merchandise● Promotions● Off-season
● Additional Attractions
Media
● Radio– Effective and less costly
– KDKA-AM and WDVE-FM
– Pandora Internet Radio
Media
● Brochure– Updating to full color– Simplified informative copy– Incorporating Hashtag
Web
● Website– Responsive Website
– Weakly/Monthly Updates● Penn's Colony Blog● Featured Artisan
Social Media
● You are the Voice● Hashtag #PennsColony● Increase Engagement
– 4 Pack Ticket Give Away
– Ask for pictures
● Hootsuite– Manage all accounts in one place
– Schedule Posts
– Basic Analytics
– Free/Low Cost
Merchandise
● Custom T-Shirt– 150-200 custom made shirts
– $4.64 per shirt/ total of $928
– Sell them at the festival for $20 a piece
Souvenir Photo
● Designated Photo Area● Equipment Necessary
– Professional quality camera
– photo printer
– replacement ink for printer, and photo paper
● Totaling Around $2500
Promotions
● “Family 4 Pack” promotion – $30 coupon for two adult and two child admissions – Free VIP parking
Off-Season
● Ground Rentals– Self-promotions– Banner displays during other events– Affordable and easy– Costs start at $9 per banner
● Wedding Expos– Benefits of promoting in person– Vendor prices range from $100-$300– Admission is Free
Additional Attractions
● Craft Beer– Bring more attention to the festival
– Sticks with the theme of Penns Colony
– Sample size portions to still keep the event family friendly
– Cross promotions with “Craft Beer Week” and local, independent breweries
– Fourteen breweries located in Pittsburgh alone
Thank You!
At this time we'd like to answer any questions
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