Need By Sunday at 830pm Assignment 2: Client Marketing Plan Outline (Portfolio Competency)

Community Chalk Art Festival

MARKETING PLAN

Gateway Orlando

March 3rd, 2019

Great Full Sail Student Team

Table of Contents

1.0. Executive Summary .................................................................................................... 2

2.0. Company and Event Overview .................................................................................... 3

2.1. Company Description .........................................................................................................3

2.2. Event Description ...............................................................................................................3

2.3. Company and Event’s Mission ............................................................................................4

3.0. Situation Analysis ....................................................................................................... 4

3.1. Demographics ....................................................................................................................4

3.2. SWOT Analysis ...................................................................................................................4

3.3. Sponsorships .....................................................................................................................5

4.0. Marketing Analysis ..................................................................................................... 5

4.1. Target Market ....................................................................................................................5

4.2. Customer Personas ............................................................................................................6

5.0. Objectives .................................................................................................................. 7

6.0. Promotions ................................................................................................................. 7

6.1. Social Media ......................................................................................................................7 6.1.1. Facebook ................................................................................................................................................ 7 6.1.2. Instagram ............................................................................................................................................... 7 6.1.3. YouTube ................................................................................................................................................. 8 6.1.4. Twitter .................................................................................................................................................... 8

6.2. Flyers .................................................................................................................................9

7.0. Performance ............................................................................................................... 9

7.1. Content Creation ...............................................................................................................9

7.2. Engagement ..................................................................................................................... 10

7.3. Posting Plan ..................................................................................................................... 10

7.4. Goals ............................................................................................................................... 11

8.0. References ................................................................................................................ 12

9.0. Appendices ............................................................................................................... 13

A. Editorial Calendar ................................................................................................................ 13

1.0. Executive Summary

Gateway Orlando (GO) is a non-profit organization that helps businesses in the Semoran

Corridor and has partnered with the City of Orlando to achieve various goals. GO is

known to host local community events. The newest event to promote to the community

is the Community Chalk Art Festival. The festival is designed to bring different cultures

together through art. Furthermore, this event also helps the BeginAgain Children’s Grief

Center (1). The event is designed to bring not only the community together but also

different cultures and types of families.

The marketing plan lays out how Gateway Orlando plans to bring awareness to the

public for the event. This plan covers two tactics of promotion, social media promotion

and media collateral distribution. By establishing these two tactics, GO will be able to

garner more attention for the Community Chalk Art Festival and not exceed its budget.

The social media sites that will be used for Promotions will be highly beneficial due to

the popularity of the sites that were chosen for this plan. Facebook will be the primary

social media site because its high traffic and popularity. In section 6.0. of this plan, Social

Media is covered in more detail. Moreover, another tactic discussed in this plan is

located under section 6.2., Flyers. The Flyers section suggests other places for physical

distribution that GO has not thought of yet.

The research will show how this event can be successful and help GO obtain their goal

of 1,000 attendees for this festival. Within this document, one will learn not only about

the Orlando area but also about a unique event meant to bring different cultures and

families together. This marketing plan will also show how GO is making the City of

Orlando a better place while helping local businesses in the process. With GO being a

non-profit organization, the budget is limited which is why sponsors are a huge reason

events like this can take place.

2.0. Company and Event Overview

2.1. Company Description

Gateway Orlando is hosting the Community Chalk Art Festival. GO is a non-profit

organization founded in 2010 and is located in Orlando, Florida (6). GO’s goal as an

organization is to help businesses along the Semoran corridor thrive and become

successful. The employees include Executive Director Miguel Guinard, President Todd

Piorkowski, Vice President Sanjay Parekh, and Susan Wilcox who is on the Advisory

Board of Gateway Orlando. Gateway Orlando District is headquartered in Orlando,

Florida. Located in 4409 Hoffner Ave. #244 Orlando, FL 32812.

2.2. Event Description

The Community Chalk Art Festival will allow the local community to participate in a

culturally diverse sidewalk art festival. According to Art at Gateway, “This is a

community building event that will enable the residents to experience art as it emerges.

This cultural event is called ‘Faces and Places of The World’ and is designed to enhance

understanding and appreciation of the community’s diversity, while simultaneously

providing exposure to the arts” (1). The Community Chalk Art Festival wants to bring

color to the beautiful city of Orlando because if everything were black and white

Orlando would not be known as “The City Beautiful.” The festival will take place at 5475

Gateway Circle, Orlando, Florida. The festival is free to attend which will be funded

through two sources of revenue, including sponsors and the sales of merchandise. The

sponsors will pay a fee to the organization for the sponsorship. In the first year of

operation Gateway Orlando hopes to bring in 1,000 visitors and raise the projections of

attendance for the following years. The Community Chalk Art Festival hopes to bring

local underprivileged children and their parents to participate in a day of art, fun, and

cultural education. The proceeds of the art festival will benefit the BeginAgain

Children's Grief Center.

2.3. Company and Event’s Mission

Gateway Orlando’s mission for the Community Chalk Art Festival is to give visibility

about the arts to those who are not exposed to it as much for various circumstances

including the most commonly recognized circumstance, coming from a low household

income.

3.0. Situation Analysis

3.1. Demographics

• Adult ages 25-35

• Children ages 4-12

• Single parent homes of low-income

• Diverse Ethnicity

3.2. SWOT Analysis

This SWOT Analysis will cover the strengths, weaknesses, opportunities, and threats for

Gateway Orlando and the festival. This analysis will help guide both GO and the festival

by giving a chance to put on a successful event.

STRENGTHS

• Excellent community presence

• Strong relationships with local businesses and the city of Orlando

• Great knowledge of event planning

WEAKNESSES

• Lack of social media presence

• Lack of engagement between the audience

• Low budget (no paid media for advertising)

OPPORTUNITIES

• The chance to increase budget with successful events

• Gain more sponsors

• Bring a community together and attract more daily visitors

• Become the place to go for future events

THREATS

• Bad weather

• Bigger event happening on March 30th, 2019

• Lack of security or police presence

• Artist backing out at the last minute

3.3. Sponsorships

Research shows that the Community Chalk Art Festival has five levels of sponsors. To be

the top level sponsor a business would have to give $7,500 to be the Orange Blossom

sponsor of this event (12). As a result, the business will earn themselves a 6’x6’ street

painting to be seen by 1,000 attendees. Also, the business’ logo will prominently be

displayed on marketing material and tee-shirts. The second level sponsor is the

Rhododendron, which takes a $5,000 sponsorship. Moreover, the list continues down to

a $200 sponsorship for this event.

Currently, there are no businesses who have signed up to become sponsors for the

Community Chalk Art Festival. However, any current businesses that are seeking to get

more exposure and are interested in participating in this event, can learn more about

how to become a sponsor for the festival through GO’s social media sites and website

(2). This is an opportunity to bring different cultures together through the showcase of

art. Businesses who sponsor this event will not only potentially expand their business

but also make an impact within their local community. In addition, their participation

will help businesses like the BeginAgain Children’s Grief Center.

4.0. Marketing Analysis

4.1. Target Market

The target market for the Community Chalk Art Festival are single parents ages 25-35,

low household income, and children 4-12. The single parents are young women who

work two minimum wage jobs. The festival being hosted is to give an opportunity for

young children to learn about the beauty of art and to celebrate the cultural diversity of

the Orlando district.

4.2. Customer Personas

The proposed editorial calendar (shown under Appendix A) is designed for the

following fictional personas in mind that would be interesting in attending the

Community Chalk Art Festival.

Customer Persona 1:

Jerry Smith

Located in Orlando, FL

Male, 10 years old, student

Passionate about art, friendly, loves painting and drawing

Gets to spend time with his mom and gets introduced to the

beauty of art

Customer Persona 2:

Sherry Delio

Located in Orlando, FL

Female, 29 years old, single parent, employed

Works 2 minimum wage jobs, interested in art, and enjoys

family time

Wants to expose her children to discover different types of art

Customer Persona 3:

Hector Ramirez

Located in Orlando, FL

Male, 26 years old, artist, employed

Loves to paint murals and enjoys drawing during his free time

Loves finding events where he can express his love for art

5.0. Objectives

The objectives are established to provide visibility for the festival in support of the long

term economic and branding goals of Gateway Orlando. The marketing plan’s main

strategies in accomplishing this are through social media engagement and media

collateral distribution.

6.0. Promotions

6.1. Social Media

6.1.1. Facebook

Gateway Orlando currently has 1,316 followers established on Facebook and is the

main social media site for marketing. Research shows that “age 25 to 34, at 29.7%

of users, is the most common age demographic” (13). For that reason, Facebook

will be used to attract most of the target market for the Community Chalk Art

Festival. In order to gain more followers, daily content will be posted to persuade

the followers to share and engage through the comment section. Customer

persona Sherry Delio resonates with the Facebook campaign because she likes to

search for upcoming events within the Orlando area. Sherry also follows various

artistic pages on Facebook. GO’s Facebook page will be a place where Orlando

residents and visitors will check out upcoming events including the Community

Chalk Art Festival.

6.1.2. Instagram

Gateway Orlando currently has 276 followers established on Instagram. Research

shows that “68% of Instagram users are females” which falls under Gateway

Orlando’s target market for the Community Chalk Art Festival (4). Instagram is

important to use because is a visual medium. Being that GO is hosting an art

festival, Instagram can be used to post pictures and short videos.

Instagram content will be posted four times a week with creative captions that

engage followers in sharing the post or just starting a conversation in the comment

section. Customer persona Hector Ramirez resonates to the Instagram campaign

because he likes to share his thoughts about different art projects, posts picture of

art, and follows artists. Moreover, he is always interested in starting conversations

about art. For posts and captions, please see Editorial Calendar under Appendix A.

All posts will include GO’s hashtags to keep track of all mentions.

6.1.3. YouTube

First a YouTube channel for Gateway Orlando would need to be established. Once

establishing a channel, then GO can continue working on creating video content.

Through the use of YouTube, GO will be able to reach their target market,

specifically those who are more interested in viewing video content. Customer

persona Jerry Smith resonates with the YouTube campaign because he enjoys

watching videos of artists drawing. In addition, Jerry is always eager to learn about

new types of art.

Research shows that search engines such as Google increases the likeliness of

visitors spending a long time on your site (5). The videos will display art whether an

artist is talking about their passion for art or demonstrating how chalk art is

created. GO’s goal is to encourage the viewers to share the video once watching it,

and at the end of each video, it will notify viewers of the upcoming event they are

hosting which is the Community Chalk Art Festival. It would also be a good strategy

to the link GO’s new YouTube videos on the other social media sites that are being

used to get more views, likes, comments, and follows.

6.1.4. Twitter

Gateway Orlando currently has 138 followers established on Twitter. The goal is to

continue gaining followers by attracting their attention through the quality content

being created. Twitter is a platform that many people use to write their opinions

and start a conversation (11). GO could post daily on Twitter to give new updates

to the followers about new artists that have signed on to perform as well as new

vendors who have signed up to provide food for the festival. In addition, including

GO’s hashtags to track all the mentions and see who the audience is. As the

followers continue to grow, GO can continue to keep track of what interests them

by not only asking for their opinion but also beginning a conversation.

6.2. Flyers

Research shows that flyers are essential for marketing, not only is it a low-cost option,

but it is very effective for catching the attention of the target market (8). Due to having

a limited budget, another way Gateway Orlando is promoting the Community Chalk Art

Festival is by posting flyers. The flyers will be designed with an array colors that not

only represent what art is all about, but it will also show the cultural aspect that

Gateway Orlando is evoking to the target market. Flyers will include chalk art, the

location, list of food vendors, and emphasize that the festival is FREE to attend.

To get the word out for the event flyers will be posted in busy public areas such as

parks, lakes, and outlets. Posting the flyers at parks and lakes will allow for Gateway

Orlando to reach to their target market. Some parks and lakes include Lake Baldwin

Park, Lake Eola, Engelwood Park, and Lake Virginia. Moreover, posting flyers at outlets

like the Orlando International Premium Outlets and Orlando Vineland Premium Outlets

could build more exposure to the festival.

7.0. Performance

7.1. Content Creation

Content creation will be based on each social media platform being used for Gateway

Orlando. Research shows that “80% of marketers use visual assets in their social media

marketing, with video claiming 63%” (10). The way content will be created is by

spending a whole day dedicated to creating content to post the following day. The

primary goal is to create posts that will grab the audience’s attention as they are

scrolling through their social media timeline feed. All posts will include colorful images

and videos that represent art, diversity, and culture. Also, every social media post will

have a unique caption that interest the reader and persuades them to share the post.

Posts on Instagram and Twitter will include hashtags to build more exposure. All

content created will be inspired by the Community Chalk Art Festival.

7.2. Engagement

The creation of content for social media sites, will persuade followers to share certain

posts to get the word out about the upcoming Community Chalk Art Festival. The main

goal is to get the Orlando community talking about upcoming events. Engagement will

motivate people to start conversations that could potentially lead friendships. The

posts will persuade followers to engage in the comment section where discussions can

be made about their interests in art or anything about family.

Engagement is a must for the marketing plan because it will give Gateway Orlando

more exposure. As a result, this will allow GO to gain more visitors on their website,

social media sites, and potentially gain more sponsors. Research shows that having

engagement through social media can help a business’ marketing expand while also

building “a greater brand awareness that makes it easier to attract new customers” (9).

7.3. Posting Plan

The posting plan is to post daily on Facebook and Twitter. Gateway Orlando could post

on Instagram four times a week when no YouTube videos are uploaded. YouTube will

also be another platform GO could use to promote the Community Chalk Art Festival;

however, there will only be three posts per week. The posting plan for YouTube is

different from the other social media sites being used because producing and editing a

video takes more time than creating a quick post with an image. The posting plan for

leading social media sites will be done daily to grow GO’s online presence. A detailed

editorial calendar is included at the end of the marketing plan under the Appendices.

Based on research “you have to invest the necessary time if you want to be successful

in building a digital presence” (3). The goal is to build GO’s online presence by putting

more time in creating content on social media to share with current followers and

potential new followers. According to research creating consistency in posting content

“is really important in order to grow a social media audience” (7). Followers want to

see new and interesting things that will grab their attention.

7.4. Goals

Below are goals that were established to lead Gateway Orlando in the path to success

for the hosting of the Community Chalk Art Festival. Each goal established relies heavily

on the Promotions section of this marketing plan. By creating this goal method, GO can

always create new goals while also keeping track of their organization and partnerships

with local businesses in the Orlando area.

Goal Time Frame Metric

1 Shares on Facebook March-April 2019 2,000 shares

2 Mentions on Instagram using #ALocalThing

#GatewayOrlando #ArtAtGateway

March-April 2019 2,000 mentions

3 Views on YouTube videos March-April 2019 2,500 views

4 Build positive messages on Twitter March-April 2019 2,000 messages

5 Post flyers March-April 2019 20 locations

6 Sponsors March-April 2019 5 sponsors

8.0. References

(1) Community Chalk Art Festival at Gateway Orlando District. (n.d.). Retrieved from

https://www.artatgateway.com/

(2) Gateway Orlando District. (n.d.). Retrieved from https://www.gatewayorlando.org/

(3) Gazdecki, A. (2018, April 20). How To Create A Big Online Presence For Your Small Business.

Retrieved from https://www.forbes.com/sites/forbestechcouncil/2018/04/20/how-to-create-a-

big-online-presence-for-your-small-business/#3f1d47d46c34

(4) Instagram by the Numbers: Stats, Demographics & Fun Facts. (2019, January 06). Retrieved from

https://www.omnicoreagency.com/instagram-statistics/

(5) Kallas, P. (2018, July 10). 8 Powerful Reasons You Need to Use Video Marketing [TRENDS].

Retrieved from https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-

marketing/

(6) LinkedIn. (n.d.). Gateway Orlando District. Retrieved February 22, 2019 From

https://www.linkedin.com/company/gateway-orlando-district/about/

(7) Lozano, D. (2017, September 29). Why You Should Create a Core Social Media Schedule (and

How to Do It). Retrieved from https://www.socialmediatoday.com/social-business/why-you-

should-create-core-social-media-schedule-and-how-do-it

(8) Mende, N. (n.d.). 5 Reasons Why Flyers are (Still) Important in Marketing. Retrieved from

https://www.wetravel.com/stories/why-flyers-are-important-in-marketing/

(9) O'Brien, T. (2018, August 16). Why Social Media Engagement is Important for Your Business.

Retrieved from https://www.timetrade.com/blog/why-social-media-engagement-is-important-

for-your-business/

(10) Pavel, L. (2019, February 17). Best Social Media Marketing Tips to Implement Now. Business 2

Community.com. Retrieved from https://advance-lexis-

com.oclc.fullsail.edu/api/document?collection=news&id=urn:contentItem:5VFH-VM91-JCMN-

Y1XX-00000-00&context=1516831

(11) Sicord, J. (2017, August 08). The How and Why of Marketing on Twitter. Retrieved from

https://thrivehive.com/the-how-and-why-of-marketing-on-twitter/

(12) Sponsorship. (n.d.). Retrieved from https://www.artatgateway.com/sponsorship

(13) Top 20 Facebook Statistics. (2019, January 30). Retrieved from https://zephoria.com/top-15-

valuable-facebook-statistics/

9.0. Appendices

A. Editorial Calendar

The editorial calendar outlines social media posts for Facebook, Instagram, and

Twitter that will be repeated weekly. Each post persuades engagement whether it is

sharing the post or starting a conversation with others. YouTube videos are posted three

times a week due to producing and editing the videos before being uploaded to the

platform.