Ben, Jason, Krystal, Mackenzie, Natasha, Vito

Markham Global Fest IMC Plan

Table of Contents

2

I.  Executive Summary II.  SWOT Analysis III.  Key Issue IV.  Positioning Strategy V.  Advertising Strategy VI.  Social Media Strategy VII.  Public Relations Strategy VIII.  Blocking Chart IX.  Budget X.  Appendix

Executive Summary Markham Global Fest is an exciting and interactive festival that will coincide with the Pan Am and Parapan Am games taking place in July and August of 2015. Just like the festival, the marketing communication efforts will be as culturally diverse. Markham Global Fest intends to uplift the community and encourage diversity as it will unite all people and provide an experience like no other. The festival hopes to attract families and tourists from in and around the GTA area as well as tourists from abroad visiting for the Pan Am games and other festivities.

Advertisements will be featured on popular multicultural television networks, in community centres, and in local malls. Communication efforts will be featured in over twelve different languages in order to appeal and maintain social inclusion. Social media will also feature a campaign, with accounts being made on Facebook, Twitter and Instagram. Engagement on social media will be encouraged through hashtags and a contest.

A pre-event press release will encourage both media and members of the community to get involved with the festival along with media advisories sent to media outlets who could not attend. In order to encourage attendees, Markham Global Fest will host various community events to reach the intended target market.

All marketing communication activities will be budgeted for under $125,000. The festival is a community event that is engaging people in cultures and diversity and all IMC activities will do just that by bringing people out to the festival.

3

SWOT Analysis Strengths Weaknesses

• A host region with a strong economy, multicultural character and an excellent track record of staging international events. • Festival has Free Activities and Entertainment • Wide variety of events that adheres to a wide target market • Markham is a tremendously ethnic community, something that foreign athletes will love

• Limited Budget • Events are taking place in front of one location, the Atos Markham Pan Am Centre – which may be crowded due to the games • Lack of awareness/ knowledge about Pan Am and activities • Lack of control – Pan Am head office needs to approve everything • Cannot use the Pan Am name to promote festivities

Opportunities Threats

• Local businesses gain access to potential customers • Increase tourism within the GTA and outside the GTA and country • Partnerships with new companies

• Areas of high traffic could cause delays • Terrorist issues • Poor weather conditions • Other events happening during the time of these events • Competing with Toronto Pan/Parapan Am Events

4

Key Issues �  Lack of Awareness

Markham Global Fest is a brand new festival, therefore awareness levels are at zero. Also no marketing efforts have been put in place as of yet.

�  Extremely Low Budget

The budget for the entire Integrated Marketing Communications is $200,000.

�  No Dominant Media

York Region does not have a well known, or well watched news station, and well watched news stations are hesitant to report on anything outside of Toronto.

�  Requires Minimal Association with Pan Am In order to gain sponsorship, the Markham Global Fest will have to limit the use of Pan Am otherwise approval is needed from Pan Am head office.

5

Positioning Strategy

Primary Target Market:  Markham residents that enjoy live entertainment and community outings.  They have families, a limited budget to spend on entertainment, and also a cultural connection to the festival.

Secondary Target Market: Tourists, either from the extremities of the GTA or outside the country that would like to enjoy the Pan Am and surrounding events. The tourists from outside the GTA are likely in town for the Pan Am

activities already and or are family members of the athletes or crew.

Part A – Target Market

6

Positioning Strategy Part B

Positioning Statement

To local families of Markham, Markham Global Fest is a multi-cultural festival that uplifts the community and encourages diversity because it unites people and provides an experience like no other.

Brand Essence

Exhilarating Multicultural Festival

7

Advertising Strategy  Goal To build awareness for the Markham Global Fest and be recognized as one of the top events in York Region by 2015.

 Objectives �  Increase frequency of impressions on target market from once a day 6 months before the event, and twice a day 2 months before

the event

�  Expose event to at least 65% of Markham residents via any form of print advertising, and increase engagement with social media outlets.

Strategy

Consistently develop and integrate various media outlets to generate strong interest for the Markham Global Fest across York Region.

Plan 1.  Multicultural Advertising

In order to appeal to all cultures, advertisements such as flyers, television and radio advertisements will be created in several different languages.

2.  Asian and South Asian Outlets Markham has a high population of Asian and South Asian residents therefore in order to include them in the celebration advertisements will be places on Fairchild radio and television stations as well as Omni TV.

3.  Community Centres and Malls Flyers will be placed in popular locations such as the Pacific Mall and Scarborough Town Centre on month prior to the festival. In order to attract families flyers will also be placed in community centres across York Region.

4.  Local Magazines and Newspaper Local magazines and newspapers will have print advertisements, outlets include SNAP, The ERA and The Economist and popular Toronto Newspaper, The Toronto Star.

8

Social Media Strategy Goal To inform and persuade followers in order to build the brand image of Markham Global Fest.

Objectives �  Reach 7K followers on Instagram, Facebook and Twitter by June 2015

�  Increase the number of followers to 10K during festival activities

Strategy Generate excitement and engagement through a contest and produce content that will encourage attendees to the Markham

Cultural Fest.

Plan 1.  Introduce a countdown contest

Contest will be a countdown to the start of the festival that will also coincide with the start of Pan Am games. In order to qualify, contestants must post a picture everyday for thirty days leading up to the festival. They must also incorporate the different cultures highlighted by the festival and Pan Am. The winner will receive VIP passes to the festival for them and a guest. They will receive VIP treatment like no other.

2.  Encourage social media activity at the event

During the event, there will be a social media wall of pictures of festival goers using the dedicated hashtag #MarkhamGlobalFest. This will ultimately lead to an increase of followers, due to the excitement of having their picture displayed.

9

Public Relations Strategy

10

Goal

To create, maintain, and protect Markham Global Fest reputation, enhance its prestige, and present and maintain a favourable image in the City of Markham, in the months leading up to, during and after the games.  

Objectives

�  Develop strong community relations, including providing employee volunteers, in the first 3 months

�  Staging a special media day for media outlets in the first 2 months

�  Get media coverage for launch in the first month

�  To resolve any potential crisis or negative feedback with a plan that is honest and forthright in the first month

Strategy

Develop and implement strong community ties between our brand, media, and residents by focusing on media events and encouraging community involvement through volunteer programs.

Plan

1.  Host Events At Schools

Brand ambassadors will be sent out to the York Region District School Board to distribute flyers and also present the festival to students

2.  Press Conference

The press conference will take place at the Markham Flato Theatre. All media types will be invited to join. Media will be given a sample of the festival with like entertainment to kick off the festival launch. The event will feature dancers from all different cultures to generate excitement for the media.

3.  Attend Community Events

York Region plays host to many different events and festivals. A volunteer team will be sent out to encourage attendance to the Markham Global Fest.

Media Description Schedule Budget $

May June July Aug

Week of 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24

Games

Print

Posters/Flyers To be hung and handed out at community centres, malls and community events

X X X X X X X X X 3,879

Magazine/Newspapers The Era, The Economist, SNAP (full page 4 times) One Time Toronto Star

X X  22,780

Television/Radio

Radio Fairchild X X X 2,275

Television Fairchild and Omni – PSA X X X 34,175.00    Social Media

Integrated Twitter, Facebook and Instagram

Contest prize, social media consultant and live stream at event X X X X X X X X X X X X X X X X X 3,275

Public Relations

Press Conference Markham Theatre Rental fee for the Press Conference and other Costs

X 4,000

Schools Presentations will take place at schools from the York Region District School Board

X X 20,000

Community Events Volunteers will be uses coroplast signs and handing out flyers

X

X

X 15,000

Total 105,384

11

Blocking Chart

12

Media Budget $

Print

Posters/Flyers 100 18x24, 2000 Legal, 2000 half page flyers 3,879

Magazine/Newspapers The Markham Economist, SNAP, The Era and Toronto Star 22,780

Translator for Advertisements 15,000

Graphic Designer 25 hours at $75.00 1,875

Television/Radio

Radio Fairchild

2,275

Television OMNI and Fairchild 34,175  

Social Media

Integrated Twitter, Facebook and Instagram Social media consultant and live stream equipment

3,275

Public Relations

Press Conference Cost of rental space is zero as per Eric Lariviere – some dancer fees however most will be children groups

4,000

Schools Developing and presenting a presentation to schools across York Region

20,000

Community Events Includes entry fees into various events and some signage 15,000

Total 122,259 Please note that this budget includes additional costs not displayed on the blocking chart

Budget

Appendix 1.  Festival of The Americas Media Advisory and Media List

13