mbfw pitch deck

8/12/2019 MBFW Pitch Deck

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TITLE SLIDE


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MY BEST FRIENDS WEDDINGTHE TEAM

INTERN TEAM

Dave Curtis

Creative

Alex Zubak

Digital

Joe Li

Insights

Tom Schrank

Marketing & Promotions

Emily Merlin

Client Services

Caroline Mayberry

New Business & Copywriting


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MY BEST FRIENDS WEDDINGOVERVIEW

OVERVIEW PositioningThe Proposal

Insights

The Wedding Planner

Creative

Picking the Dress

Presale Strategy

The Invitation

Media Partners

Reception Hall

Marketing & Partnerships

The Wedding Party

Digital

The Wedding Album


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MY BEST FRIENDS WEDDINGPOSITIONING

MY BEST FRIENDS WEDDING THE MUSICAL is about taking the right chanceat the wrong time. Its hiding your true feelings, then wearing your heart on

your sleeve. Its chasing your best friend to the altar, only to find hes beaten

you there with another bride. Its a fluffy white wedding cake sprinkled with

jealousy.

Most importantly, its finding the love of your life and deciding what to do

about it.

POSITIONING


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MY BEST FRIENDS WEDDINGTAGLINES

TAGLINES

A toast to life, love, and the pursuit of your best friend

Untie the knot with us this September

Something borrowed, something blue, with a friendship this old, could love be true?


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MY BEST FRIENDS WEDDINGPOSITIONING


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MY BEST FRIENDS WEDDINGCAMPAIGN IMPERATIVES

POPULAR MOVIE-TURNED-MUSICAL Evokes nostalgia, strong film following

PREMIUM MUSICAL

Strong creative team

FUN & SARCASTIC ROMANTIC COMEDY

Reach your audience with relatable themes

JUKE BOX SPECTACLE High energy, large ensemble

A CELEBRATION, WITH A TWIST

Not your average wedding

KEY SELLING POINTS


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INSIGHTS

THE WEDDING PLANNER


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Broadway Season Competitive Landscape

Price Strategy

Earn more for the ups and save for the downs

Current Sales Status Wraps Report Gross Report

Advance Sales Report

All Through the Run Inventory Management

Sales Analysis

Groups Sales Strategy

MY BEST FRIENDS WEDDINGINSIGHTS

WHAT WE SEE


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Profile of Typical Broadway Audience


Female

43.6 Years Old

Attended 5 Broadway Performances in thePast Year

Has Annual Household Income of $179,100

Completed College

Caucasian

WHO WE SELL TO


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Motivating Factors for Show Selection: Musical


WHO WE SELL TO

50.80%

34.10%

25.40%

14.10% 13.60% 11.90%7.40% 6.60%


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Traditional Musical Theater Goers Attendees of new and long running Broadway Musicals Premium Big Show Attendees-

Ensure that My Best Friends Wedding sits alongside the roster of premium theatre shows

Well-Educated Caucasian women in their 40s

Younger Audience in their 20s-30s, a group the story tells about. Let the story speak to

them and interact with them

Spread the word about Chicago try-out

Song Lovers Musical will feature classic songs including Say a Little Prayer for You, Wishin and Hopin,

The Way You Look Tonight, etc

Movie Lovers Original Movie Lovers

Romantic Comedy Lovers

Fans of Burt Bacharach

Fans of Joe Mantello

TARGET FOR SUCCESS PRE OPENING



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New York Event Seekers Critics reviews, word-of-mouth and campaign exposure along with the Chicago run

heighten interest

Suburbanites and Drive Market Critics reviews and targeted advertisements will create further interest for this sector.

Couples/Friends Position as the new romantic hit on Broadway, in comparison to older, known love stories

such as The Phantom of the Opera

TARGET FOR SUCCESS IN PERFORMANCE



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Holiday Event Planner Position as a holiday blockbuster where everyone can get happiness and blessing

Domestic Tourist Leverage the peak tourist season immediately following opening

TARGET FOR SUCCESS HOLIDAY SEASON


5.6 millionBroadway theatregoersreported to be domestic

tourists.


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Tony Nominators and Voters Push to get the largest number of Tony voters into early performances

TARGET FOR SUCCESS AWARD CAMPAIGN


30% of Broadwaytheatregoers reported having

watched the Tony Awards.


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Organized Large Groups Position as the brand new MUST SEE musical of Fall 2014-broad appeal of the

musical from students to grandparents make it a perfect group show with

something for everyone-promoting the shows classic appeal to group organizers

who need to cater for all tastes

International Tourists Define the show as the Broadway attraction-working with partners/additional

PR to position My Best Friends Wedding alongside the Statue of Liberty, the

Empire State Building, the Metropolitan Museum of Art, Central Park and other

NYC attractions as the iconographic Broadway must-see

TARGET FOR SUCCESS LONG TERM



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CREATIVE

PICKING THE DRESS


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PRESALE STRATEGY:

THE INVITATION


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Other wedsites aspire to be The Knot

- NEWSWEEK


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PRESALE STRATEGY Create a Broadway-first presale exclusively with THE KNOT

media company

With THE KNOTs 1.7 million unique annual members,

promote a presale offer to all subscribers

Achieve cross-channel exposure for the pre-sale throughTHE KNOTs ranging network of brands

MY BEST FRIENDS WEDDINGPRESALE STRATEGY


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CROSS-CHANNEL PRESALE PROMOTION

MY BEST FRIENDS WEDDINGPRESALE STRATEGY


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MEDIA PARTNERS:

THE RECEPTION HALL


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MY BEST FRIENDS WEDDINGMEDIA PARTNERS

Cond Nast is our proposed media partner for print media

This would provide us access to all of the above publications (and more) as

well as access to any additional assets and promotions

Combined Monthly Impressions: Over 57 Million

MEDIA PARTNERS: PRINT


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MEDIA PARTNERS: BROADCAST

TLC and Style Network:

To reach the female demographic

watching shows such as Say Yes

to the Dress and other lifestylereality programs

TBS

Frequently plays movies of the

same classic comedic genre and

would reach movie watchers of

all ages

For broadcast, we see three main channels that would benefit our

campaign most:


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MEDIA PARTNERS: ONLINE Reach out to popular online channels for display:

We propose using Hulu to show online media in video

broadcast form, seeing as it is one of the most watched online

media sources. Advertising on Hulu would expose My Best

Friends Wedding to more than four million viewers on 350

million electronic devices around the world


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MEDIA PARTNERS: OUTDOOR

Times Square Billboards

TKTS

MTA Subway Placement

Penn Station/Grand Central

Suburban Mall Takeover

Bus Wraps Taxi Tops

In order to reach our target audience, we

propose additional geo-targeted outdoor

media placement in both New York City

and surrounding suburban boroughs:


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MARKETING & PARTNERSHIPS:

THE WEDDING PARTY

FORMAT

LIKE

CREATIVE


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DAVIDS BRIDAL PARTNERSHIP

Davids Bridal is Americas largest bridal store chain. For over 60 years, thecompanys mission has been to make wedding dreams come true

Their collection of wedding dresses, formal wear, invitations, favors, and all

wedding-related merchandise make them a one-stop shop for any wedding

planner

As the exclusive Broadway partner of Davids Bridal, MY BEST FRIENDSWEDDING would gain mass national exposure as well as access to Davids

Bridals related assets

MY BEST FRIENDS WEDDINGMARKETING & PARTNERSHIPS


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DAVIDS BRIDAL PARTNERSHIP Invitations by Davids Bridal to provide

print and mailing services for a direct

mail campaign announcing a

partnership between Davids Bridal &

MY BEST FRIENDS WEDDING

Promotion across all channels of DavidsBridal brand

In-store promotion

Promotion in Davids Bridal catalog

Social media promotion

Participation in Davids Bridal BRIDALREWARDS program

Provide sweepstakes & ticket

giveaways

Specialty branding on Davids Bridal

credit card



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DAVIDS BRIDAL PARTNERSHIP Davids Bridal will provide all bridal costumes for the show

Davids Bridal will be featured as the wedding dress designer for

the in-show wedding

Create a Get the Look campaign by introducing a specialty MY BEST

FRIENDS WEDDING bridal line

MY BEST FRIENDS WEDDING window takeover of Davids Bridals inManhattan



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BRIDAL EXPO TAKEOVER MY BEST FRIENDS WEDDING and Davids Bridal will have presence at large-

scale wedding expos, including two of the largest in Manhattan and Chicago

This presence will include:

Specialty booth with Davids Bridal at New York Citys Great Bridal Expo

Cast members will model Davids Bridal costume line in fashion show &

perform a musical number before the fashion show Inclusion in all branding for the expos

Sweepstakes & giveaways for attendees


Manhattan:

The Great Bridal ExpoChicago:

National Bridal Market


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COMPLETING OUR WEDDING PARTY



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SECURING PARTNERSHIPS


In order to secure industry-first partnerships for MY BEST FRIENDS WEDDING,

we propose inviting all partners to be part of the shows Wedding Party

With all marketing proposals, prospective partners will receive a specialty gift

bag invitation. This will include a variety of wedding themed takeaways as well

as exclusive content and branded merchandise about the show


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DIGITAL EXECUTION:

THE WEDDING ALBUM


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DIGITAL DELIVERABLES

Y S I N S W ING


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CREATE A SOCIAL ENVIRONMENT

We know how to get people talking and keep conversations buildingits engagement and exclusive information

We will build a virtual world for My Best Friends Wedding to engagefans primarily through Facebook, Instagram and Twitter

In the virtual space fans will be able to gain access to information, sneakpeaks and share their own stories

We will leverage partners to build our social presence and spread theword

MY BEST FRIENDS WEDDINGDIGITAL EXECUTION



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Case Study completed by GoGulf.com




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Facebook:

Share content from contests across other

social platforms (i.e. Instavideo)

Best Friends of the week

Users can explore all current My Best Friends

Wedding news, music, video content,contests, imagery and user generated content

Twitter: Where everything comes together

Up to date information in real time: breaking

news, casting news, last minute ticket offers We will use twitter advertising to promote

tweets and help your account to gain

exposure

Cross social mentions with partners and

promote other social channels


HOW WE EXECUTE THIS



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HOW WE EXECUTE THIS

Pinterest: Wedding Plans and Best Friends

We will utilize this site and create boards to

help plan the perfect wedding

Comedy pulled in through best friend boards

There will be a secret board that will reveal

exclusive content leading up to opening

Instagram:

We will create custom filters to create a

cohesive and fun look

Host contests through Instavideo Incentivize people to share their photos on

Instagram with the hashtag #BFWeddingBwy

in order to enter for a chance to win tickets




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KARAOKE MASHUPOnline contest and promotion utilizing themusic from My Best Friends Wedding

Engage fans: Say A Little Prayer for You

Incentive: Win a pair of tickets

Video compilation share across all social

platforms (Twitter, YouTube, Facebook)

MY BEST FRIENDS WEDDINGDIGITAL



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KARAOKE MASHUPInteractive Digital Advertisements Digital interactive billboards

Say a Little Prayer for You

Share interactions through social

MY BEST FRIENDS WEDDINGDIGITAL



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MAKE SURE EVERYONE IS LISTENING

MY BEST FRIENDS WEDDINGINTEGRATED PROMOTION

Sirius XM Music Partnership

Utilize the Burt Bacharach fan following to get people excited

about the show

Target music lovers and negotiate an exclusive weekend takeover

on Sirius XM, Americas satellite radio station of 20.6 million

subscribers

Specific takeover of Channel 30 The Loft

Adventurous Music for Grownups

Takeover would include: Interviews with the cast & creative

team, music from the show and Burt Bacharach originals



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BURT ON STAGE: Concert Series Concert Series to promote the shows music as well

as a key member of the creative team

Concert series promoted in partnership with Sirius

XM to gain partner exposure and added value

Exposure on all social media platforms and website

Suggested Venues & Timing: PRE-OPENING:

Session at 54 Below Concert to create buzz

in target market

WINTER:

Winter concert in the American Songbook

Series at Lincoln Center to drive winter

sales post-opening

MY BEST FRIEND S WEDDINGINTEGRATED PROMOTION


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THANK YOU!

WE HOPE YOU ENJOYED OURVISION OF THIS AMAZING SHOW

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