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INTEGRATED MARKETING CAMPAIGN - EVENT AMIL ELANGOVAN & COLIN HA FEBURARY 1, 2021 PANTHER CREEK HIGH SCHOOL 6773 MCCRIMMON PARKWAY CARY, NC, 27519
1 TABLE OF CONTENTS I. Executive Summary ...... Error! Bookmark not defined. II. Description of the Event .............................................. Error! Bookmark not defined. III. Campaign Objectives ................................................. .2 IV. Campaign Target Market ............................................ 3 V. Campaign Activities and Schedule ............................. 4 VI. Budget ........................................................................... 9 VII. Key Metrics ................................................................ 10 VIII. Bibliography ............................................................. 10
I. EXECUTIVE SUMMARY CAMPAIGN OVERVIEW Combine the biggest names in music, the mouthwatering taste of local cuisine, and the extensive possibilities of the state fair, you have the most anticipated seasonal event of the year - Summerfest. Our 45- day marketing campaign "Hear the Harmony" will pr omote the grand reopening of the event held in June 2021. Summerfest 2021 will be an electrifying 11-day performance that revitalizes the eminence of the long-established music festival. OBJECTIVES TARGET MARKET Increase Attendance by 25%, reaching at least 900,000 attendees. Increase operating revenue by 40%, elevating profit by 15 million. Elevate customer retention and satisfaction to create long-term relationships. Increase Social Media Presence by gaining 50,000 followers on all platforms. Primary Target Market Ages 16 - 35, with an income of $35,000 Lives in the United States, enjoys music and having fun. Secondary Target Market Ages 36 - 55, with an income of $65,000 Lives in the United States, enjoys socializing and eating food. BUDGET KEY METRICS Investment $810,261 Gross Profit 2,416,666 ROI 298% Projected total sales: $8.7 million Excellent ROI Cost-effective campaign
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