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PNE TEEN DAY

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OVERVIEWProblem statement

Analysis• Key findings• Target market• Competitive analysis • SWOT analysis

Solution• Programming• Marketing plan

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How can the PNE increase the number of high school students attending the fair by 8% through the implementation of Teen Day?

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KEY FINDINGSGENERAL INFORMATION

2011 2012 2013 2014660,000680,000700,000720,000740,000760,000780,000800,000820,000

PNE Attendance Report

PNE Attendance

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KEY FINDINGS#PNE SOCIAL MEDIA

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TARGET MARKET • Lower Mainland and Tri-cities

Geographic

• Ages 12-18• High school students

Demographic

• Maslow’s Hierarchy of Needs: love and belongingness

Psychographic

• High brand loyalty • Experience-focused

Behavioural

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COMPETITIVE ANALYSIS Ticket price Experience Duration and Time Target market

PNE $16 (2013) • Food• Entertainment

• August 22-September 7• 10 AM-6PM

FamiliesYoung adults

Stanley Park Movie Nights

Free • Entertainment • July 8- September 2(Tuesdays)

• 8:00PM-10:30PM

Families Young adults

Richmond Night market

$2.25 (2014) • Food• Entertainment

• May 16 – October 13• 7:00PM-12AM

FamiliesYoung adultsImmigrants

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SWOT ANALYSIS-INTERNAL STRENGTHS WEAKNESSES

• Strong relations with media groups

• Non-Profit: registered charity• Strong human resources team• Highly accessible location• Strong brand equity

• Reoccurring attractions• Restoration costs for older

rides• Cost reflected in high ticket

price

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SWOT ANALYSIS-EXTERNALOPPORTUNITIES THREATS

• Social media use• Technology (payment systems

etc.)• Strengthen collaboration with

tourism groups• Open up new revenue streams

• Weather• Economy• Intense competition

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T E E N DAY AUGUST 25

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TEEN DAY OVERVIEW

Apocalypse

#FindingWaldoFandom Exhibits

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APOCALYPSE

Individuals sign up online as “Zombies” or “Survivors”

Zombie apocalypse simulation

Inspired by Zombie Walk, The Last of Us, The Walking Dead• 19,000 people participated in Vancouver’s Zombie Walk (2014)

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APOCALYPSE① Teams register online② Dress up at event③ Receive special tags to track points

① Survivors: have a Laser hit a Zombie②Zombie: tap Survivor’s shoulder

④ Evening event① Ambience, simulation

• Integrates well with existing resources• Capitalize on growing niche market

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#FINDINGWALDO

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①REGISTER TEAM ONLINE

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②READY, START, GO!• Registration

a) Sign-inb) Scan Station1 QR Code to activate Clue 1

• Teams start with Clue 1 when they sign in at Station 1

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③COLLECT CLUES• Each clue brings teams to an official #FindingWaldo station• Teams take Selfie at stations•Use #FindingWaldo with photos

• Total 10 stations throughout PNE greater exposure to PNE grounds• Winning team finds Waldo first + receives special prizes

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EXHIBITS

Sherlock exhibit and Dr. Who

Steven Moffat,

• Critically acclaimed writer• Strong fandom

• Viewership:2.4 million viewers globally for the 50th anniversary

• Brand value: niche market Tumblr, Twitter, and major blogging sites

• History: over 20 years of broadcasting = attracts young and old

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MARKETING PLAN • - Penetration strategy • - Price based on elasticity

Price: 2 for 1 at $16

• - Reach a high percentage of the target market• - Also ensures frequency

Promotion: social media

Product: Apocalypse, Where’s Waldo, and Fandom Fair

Place: PNE

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TEEN GROUPS

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OFFICIAL SPONSORS

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THANK YOUQUESTIONS / COMMENTS