Ke Li 43290125
Ni Li 43290161
Ruihao Jin 43289996
Yishu Yang 43290488
• 1. Introduction
• 2. Theme and slogan
• 3. Objectives
• Event
• Marketing
• 4. Target markets
• 5. Promotional plan:
• Content: Innovative activities
• Channeling : Communication plan
• 6. Sponsors
• 7. Budget
• 8. ROO
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Time & date: 4th- 7th September 2014
Location: Noosa Lions Park, Noosa Heads QLD
History:23 years
Current main audiences: 45+ local people
- Express the endless love with melodious music
- Fall in the innocent love with idyllic life
- Share the sincere love with beloved ones
It is the moment for everyone to be immersed in love simply, freely and completely.
Event objectives:
- Performance: Invite world-class jazz music performers; Equipped with professional facilities; Have well-trained tuners.
- Experience: provide high quality service by training staff; create relaxing and harmonious atmosphere; implement ideal capacity management; deliver packages related to hospitality
- Public relationship: cooperate with government and DMOs; form affiliation with local community, business and media; achieve fame and reputation
Marketing Objectives:
• Increase attendees’ number to 17500
• Increase total profit by 25%:
• Enhance event image and awareness domestically: to become Queensland’s iconic jazz music festival
• Attract at least 4 new business sponsors: to obtain 8500 cash and other in-kind investment , mainly including musical equipment and media channeling
Level
Group name
Descriptions of features
Local people 45+
Retired
Empty nest
Wrapped in leisure lifestyle
Enthusiastic about jazz music
Young generation
-
Age 20-35
Single, married or young parents
Extensive social activities
Music lovers
-
Primary
-
Enjoy group activities with family members Seeking kid friendly environment
Motivated by climate difference
Regular visit on September
Pursuing relaxation from holiday
Mainly university students
Active interaction within other undergraduates Potential future attendees after experience Families
Secondary
Seasonal tourists from Melbourne and
New Zealand
Volunteers
-
Jazz Talent Contest
• Participants: Jazz music amateurs
• Format: The initial auditions, the PK battle and the final concert
• Evaluation standards:
- Honored artists in the festival act as judges
- Photos and videos will be uploaded to Facebook homepage & awards for Favorite Singer selected by online voting
Jazz Talent Contest
Objective
• Stimulate interaction within event attendees
• Instill fresh energy to the event
• Enhance the awareness in young generation
Youth Jazz Workshop
• Participants: kids ,families and volunteers.
• Content: enlightening activities delivered by professors
- Objective:
• Form a united and kid-friendly atmosphere attracting families • Pass the enthusiasm of jazz form further customer loyalty and revisit
• Seek cooperation with local music schools and universities -- Communication plan
Advertising
Sales promotion
Publicity
Direct to target market
-- Communication plan
Advertising
• Radio:
ABC Jazz
Zinc 96.1
• Newspaper & Magazines
Sunshine coast daily (partner)
Herald Sun (Victoria)
Travel—New Zealand Herald
-- Communication plan
Advertising
• Poster,Outdoor flyers
Bars and Pubs
City centers &
Visitor centers in Mel and NZ
• Brochure
Local hotels
Travel agencies
-- Communication plan
Advertising
-- Communication plan
Advertising
• Social network
Share your moment of LOVE—before the festival Tag us with photos of your moment of love for the chance to win 3 free nights in RACV Noosa
Resort
(#NoosaJazz#)
Share your moment of JAZZ—in the festival
Chance to win the VIP tickets for the next year
(#NoosaJazz#)
-- Communication plan
Sales promotion
Price discount:
Groupon Brisbane,