presents
Account Executive
Courtney Hoston
Creative Director
Chelsea Cutlip
Account Planner
Jake Westbrook
Media Planner/Buyer
Laura Ospina
Copywriter
Cory Amend
Table of Contents Executive Summary
1
Situation Analysis Problem Statement
2
SWOT Analysis
3
Research Primary Research
4
Secondary Research
5
Audience Analysis Target Markets
6
Audience Profiles
7
Campaign Goal
8
Objectives, Strategies, and Tactics
9-11
Creative Brief
12
Media Strategies and Execution
13
Media Schedule
14
Evaluation Budget Media Prices
15 16
Appendices Research
17-18
Creative Execution Social Media
19-21
Traditional Media
22-24
Press Release
The Florida Heritage Book Festival / Cuna Communications
25
Executive summary Cuna Communications’ marketing campaign for the 2015 Florida Heritage Book Festival & Writers Conference aims to increase attendance and overall positive brand awareness of the event. The overall goal is to create a marketing communication plan to expand the target audience and increase attendance of the Florida Heritage Book Festival 2015 by targeting groups with demographics and psychographics differing from the festival’s current target market. The marketing communication plan aims to accomplish three main objectives to successfully complete the goal. The campaign, if successfully completed, will create awareness for and increase positive attitude about the Florida Heritage Book Festival among males 35+ who are avid readers, leading to an increase of their attendance by 20 percent. The campaign also seeks to create awareness and increase positive attitude about the festival among females age 25-39 who are avid readers, thereby increasing attendance by 25%. The objectives also aim to produce similar results among tourists from the Southeast region. Specific strategies and tactics will be used in order to effectively complete the defined objectives, thereby influencing the knowledge, beliefs and behaviors of the target audience. Strategies for the campaign include using social media, distributing promotional materials at regional community events, as well as the use of traditional media including: rack cards, newspaper ads and magazine ads.
The Florida Heritage Book Festival / Cuna Communications
1
Problem Statement The Florida Heritage Book Festival & Writers Conference has brought more than 200 well-known authors and writers of Florida literature to the St. Augustine area since 2008. Currently, the festival’s attendees include St. Johns County locals. The main demographic of current festival attendees is compiled of women over 40 that live in surrounding areas. The lack of attendance from guests that live outside of the St. Johns County area will present a problem with the festival’s funding from the city of St. Augustine. The festival currently receives approximately $30,000 from the city in order to advertise and promote the event. The city’s continued participation is based on the festival’s ability to attract tourists to the area in order to produce revenue from bed tax. The goal of this marketing campaign is to expand the audience and increase the attendance of the Florida Heritage Book Festival 2015. The expansion of the audience will include tourists from the Southeast region of the United States, including cities throughout Florida, Georgia and Alabama. The issue will be resolved through the campaign’s use of social media and more traditional media channels aimed at a broader geographic population. This broader reach will result in an increase of brand awareness among potential attendees outside of St. Johns County. If the festival does not see an increase in attendance of tourists, the city will not continue to provide funding for advertising. This will lead to a decline in attendance and ultimately cause the festival to be discontinued. This discontinuation will lead to a decrease in the funds raised by the festival to support literary and educational programs throughout St. Johns County. This comprehensive marketing campaign will increase brand awareness and positive attitudes among the target audience, leading to an increase in tourist attendance and the city’s continued support.
The Florida Heritage Book Festival / Cuna Communications
2
SWOT Analysis Strengths Festival is held in historic downtown St. Augustine Funded by the city of St. Augustine and St. Johns County based on bed tax revenue Event will be held immediately following the city’s 450th anniversary All proceeds benefit literary and educational programs in St. Johns County Conference workshops include fiction and non-fiction authors specializing in Florida literature
Weaknesses Majority of attendees are St. Johns County locals Festival generally attracts females 40+ Budget is limited based on continued funding from the city
Opportunities Promote festival to potential attendees outside St. Johns County Include advertisements in media outlets aimed at Southeast region of United States Aim advertisement at younger, more diverse audience (females 25-39; males 35+)
Threats Loss of city funding based on lack of tourist attendance Loss of funding for literary and educational programs in St. Johns County 450th Anniversary festivities may overshadow event Lack of brand awareness, leading to discontinuation of festival
The Florida Heritage Book Festival / Cuna Communications
3
Primary Research Methods Primary research is integral to the campaign in order to achieve the set goal of creating a broader audience and increasing attendance by attracting a younger demographic. To effectively attract the target markets, pre-screening surveys will be distributed to potential festival attendees through social media outlets, direct mail and email to evaluate the target market’s current beliefs and behaviors.
Analysis The questions selected for the pre-screening survey include introductory demographic questions as well as in-depth questions about personal beliefs and behaviors. Information collected will include what attendees look for in a book festival and what they hope to gain by attending. The survey will also ask attendees about the outlets through which they gained knowledge of the festival. This will allow the effectiveness of each media outlet to be evaluated. Due to the hypothetical nature of the marketing campaign, the surveys have yet to be distributed and evaluated. The pre-screening survey can be found in the appendix.
The Florida Heritage Book Festival / Cuna Communications
4
secondary Research Methods Secondary research will be conducted to evaluate kind the emotions and attitudes of past festival attendees regarding their experience. In order to obtain these results, a post-screening survey will be offered. Similar to the primary research, the surveys will be distributed through social media outlets, direct mail email. The surveys will also be distributed to the attendees at the conclusion of the festival in order to directly engage them.
Analysis The post-screening survey will have a structure similar to that of the pre-screening survey in order to evaluate any changes in beliefs and behaviors. Demographic and psychographic questions will allow the current audience to be evaluated. After establishing the beliefs and behaviors, the current audience will have the opportunity to propose changes for future festivals. The proposed changes will offer insight to attract potential attendees of differing demographics. Due to the hypothetical nature of the marketing campaign, the surveys have yet to be distributed and evaluated. The pre-screening survey can be found in the appendix.
The Florida Heritage Book Festival / Cuna Communications
5
Target markets Audience analysis Primary Audience: Females 25-39 Secondary Audience: Males 35+ Tertiary: Libraries, book clubs, schools, other festivals, writers groups, Florida Readers Association, Chamber of Commerce Geographics: Densely populated areas within a reasonable distance from St. Augustine. Such as: Southeast Georgia, Daytona, Orlando, Tallahassee, Miami
Audience Summary Cuna Communications’ marketing campaign for the Florida Heritage Book Festival 2015 will target three main audiences. In an effort to increase the festival’s attendance and revenue, the campaign will target a primary, secondary and tertiary audience differing from target markets of the past. The festival’s current attendee demographic mainly consists of females 40+. In order to increase revenue, the marketing campaign will aim to increase brand awareness and positive attitudes among a younger demographic. The primary audience of the marketing campaign is females age 25-39. These females will be active participants in several social media platforms, local book clubs and literary associations. Through an increase in brand awareness among this target audience, the festival’s attendance and revenue will see an increase. The secondary target audience is males over the age of 35. Males currently make up less than half of the festival’s current attendee demographic. These males will be interested in fiction and non-fiction literature and will be recipients of a postgraduate degree. This group will be mostly compiled of significant others of female attendees. This target audience will be exposed to the festival’s advertising both directly and indirectly. The tertiary audience includes organizations in the state of Florida as well as the Southeast region of the United States that have a direct influence on the primary audience. These organizations have a strong impact on the decision making of the primary audience.
The Florida Heritage Book Festival / Cuna Communications
6
Audience profiles Jill is a 29-year-old elementary school teacher in Duval County who loves to read and write. She graduated from University of North Florida with a Bachelor of the Arts. She is married to a husband who is also a literature enthusiast. He makes around $85,000 as a CEO of an up-and-coming advertising firm. Jill attends book club every Wednesday and her and her husband go to the regional Reader’s Association meetings every two months. She enjoys family activities, and they take many educational vacations throughout the year including both weekend trips and more extensive trips in the Summer. Jill and her Husband share the love of literature and plan to pass this on to a child one day.
Gary is a 53-year-old man from Fort Lauderdale, Florida. He has a wife and two kids. One, who is a freshman at Central Florida, and the other is a junior in high school. Gary is a successful real estate agent who made $125,000 last year. When Gary is not selling houses or spending time with his family, he loves to read historical fiction books, run and swim. The family is diverse in their reading choices, however they all appreciate a good book. Family vacations usually include visits to historical places in the United States.
The Florida Heritage Book Festival / Cuna Communications
7
Goal
Create a marketing communication plan to expand the target audience and increase attendance of the Florida Heritage Book Festival 2015.
The Florida Heritage Book Festival / Cuna Communications
8
Objectives Create awareness for and increase positive attitudes about the FHBF among males 35+ who are avid readers, thereby increasing attendance by 20% at the time of the festival.
Strategies Use social media outreach to inform and change attitudes among males 35+ about FHBF. Place messages in mass media that target males 35+ in Florida and Georgia. Hold events at other Florida community events that target males 35+.
Tactics Post festival updates and videos to Facebook at least twice a week. Post festival updates, videos and quotes from featured authors to Twitter daily. Distribute promotional materials at sporting events, for example a 5K race. Feature newspaper and magazine ads in outlets targeting cities throughout Florida.
The Florida Heritage Book Festival / Cuna Communications
9
Objectives Create awareness for interest and positive attitude about the Florida Heritage Book Festival among females age 25-39 who are avid readers, thereby increasing attendance by 25% at the time of the festival.
Strategies Use social media to increase positive attitude among females 25-39. Hold events at other regional community events to increase positive attitude. Print media in surrounding cities that target females 25-39. Use publicity to connect to females 25-39.
Tactics Post festival updates and videos to Facebook at least twice a week. Post festival updates, videos and quotes from featured authors to Twitter daily. Post festival updates, videos and “Top 5� lists to Pinterest weekly. Distribute promotional materials at farmer’s markets and art walks.
The Florida Heritage Book Festival / Cuna Communications
10
Objectives Create awareness and understanding for and increase positive attitudes about the FHBF among tourists from the Southeast region of the United States who are avid readers, thereby increasing attendance by 25% at the time of the festival.
Strategies Use social media outreach to increase awareness among tourists in the Southeast region about FHBF. Place messages in mass media that target tourists living in these areas.
Tactics Promote the festival at regional universities and colleges. Distribute rack cards to local attractions and bed and breakfasts. Feature magazine ads in outlets targeting Southeast region.
The Florida Heritage Book Festival / Cuna Communications
11
Creative Brief Background/Overview:
Objective/Purpose/Goals:
The Florida Heritage Book Festival, founded in 2008, is an annual event. Since its inception, more than 200 nationally known authors, writers, and thousands of Festival attendees have enjoyed our events.
Create awareness for and increase positive attitudes about the FHBF among males 35+ who are avid readers, thereby increasing attendance by 20% at the time of the festival.
The festival offers author presentations, panel discussions, book signings, and a Writers Conference focusing on both the craft and the business of writing.
Create awareness for and increase positive attitudes about the FHBF among females age 25-39 who is avid readers, thereby increasing attendance by 25% at the time of the festival.
The Florida Heritage Book Festival is a community-based nonprofit organization that depends on your donations and support.
Create awareness and understanding for and increase positive attitudes about the FHBF among tourists from the Southeast region of the United States who are avid readers, thereby increasing attendance by 25% at the time of the festival.
Key Issues:
Visual Appearance We Want To Achieve:
Past festivals have not reached expected attendance rates. The festival’s funding from the city relies on the event’s contribution to St. Augustine tourism. Most of the attendees are locals, which do not additionally benefit to the city’s tourism.
Tropical, modern, eye-catching, clean, fun yet sophisticated
Target Audience: Females age 25-39, who are avid readers. Males 35+, who are avid readers. Tourists from the southeast region of the United States, who are avid readers.
Taglines: “Just read.”
Creatives: Rack card: For distribution to local attractions and bed and breakfast locations Magazine ad: Magazines in the Southeast region Newspaper ad: Newspapers throughout Florida Social media mock-ups: Facebook, Twitter, Pinterest
The Florida Heritage Book Festival / Cuna Communications
12
Media Strategies & Execution Florida Travel + Life
Florida Travel + Life inspires active, affluent travelers, providing them with insider information on discovering the best of Florida. Informative and engaging, the website showcases travel destinations, arts and cultural venues, vibrant dining scenes, recreational activities, the great outdoors and the revitalized real-estate market. Total Audience: 251, 600 Median Age: 55 Reader demographics: 41% Male/ 59% Female Average Household Income: $137,500
Tampa Tribune
With a combined readership of 388,360 daily and 562,087 Sunday extended circulation, The Tampa Tribune, Hernando Today, Highlands Today and Suncoast News offer the Tampa Bay area the top local news and advertising content. Daily Readers: 314,000 Reader demographics: 53% Male/ 47% Female Median Age: 60 Average Household Income: $64,900
Tallahassee Magazine
Tallahassee Magazine is direct mailed bimonthly to selected upper income homes, many professional offices, government officials, civic leaders and frequently visited reception and waiting areas. Tallahassee Magazine is also distributed to upper-end executive hotels in Tallahassee, appearing in more than 850 executive hotel rooms with an average exposure to approximately 25,000 hotel patrons, many of whom are business and state personnel frequently visiting the Capital district.
Palm Beach Post
The Palm Beach Post delivers a local audience that is educated, established and affluent. The Palm Beach Daily News covers the news of the day on the ultra affluent community of Palm Beach. Daily Readers: 323,600 Reader Demographics: 50% Male/50% Female Median Age: 45 Average Household Income: $35,000-$74,999
Orlando Sentinel
The Orlando Sentinel is Central Florida’s Pulitzer Prize-winning daily newspaper, delivering news, entertainment and advertising every day. Read by over 1 million people every week, our targeted sections are designed to reach a variety of demographic groups by focusing on popular interests. Daily Readers: 173,110 Largest Age Demographic: 35-54 years old Median Household Income: $55,000
Miami Herald
The Miami Herald Media Company (MHMC) publishes two daily newspapers: The Miami Herald, winner of 20 Pulitzer Prizes, and El Nuevo Herald, an award-winning Spanish-language publication. Together, the websites MiamiHerald.com and elNuevoHerald.com., The newspapers reach 1.5 million South Florida adults each week – that’s two in five adults in our core market. Weekly Audience: 1,051,995 Reader Demographics: 51% Males/49% Females Median Age: 48 Average Household Income: $73,389
Average Household Income: $100,000
The Florida Heritage Book Festival / Cuna Communications
13
Media Schedule
The Florida Heritage Book Festival / Cuna Communications
14
Evaluation In order to effectively measure the effectiveness of this marketing campaign, the overall impact and output must be evaluated. The impact of this campaign can be measured by the achievement or lack thereof of the laid out objectives. The objectives include increasing brand awareness and positive attitudes among females 25-39, males 35+ and tourists living in the Southeast region. The campaign’s level of effectiveness will be based on the demographics and geographics of this year’s festival attendees. If the festival sees an increase in attendance of all target audiences by approximately 20 percent, the campaign can be evaluated as having had an influence on the knowledge, beliefs and behaviors of said audience. In an effort to measure the changes in knowledge, beliefs and behaviors, the primary research methods include a pre-screening survey that questions attendees about their willingness to travel as well as their interest levels regarding the festival’s workshop topics. The marketing campaign will include a variety of creatives that will aid in the accomplishment of the outlined objectives. These creatives include updated rack cards, a magazine ad and a newspaper ad. These creatives will be featured in media outlets aimed at potential attendees throughout the Southeast region. The campaign will also include new media channels including Facebook, Twitter, and Pinterest. The reach of these media channels will be measured by the views and number of followers/likes on each social media platform. Following the festival, surveys will be distributed to all attendees to evaluate the change in attitudes. This post-screening survey will provide statistical evidence of any changes in beliefs and behaviors.
The Florida Heritage Book Festival / Cuna Communications
15
Media PRices
Printing Prices: Rack Card VistaPrint
Staples
$42.49 per 100
$44.99 per 100
other leading competitors
$128.49 per 500
$119.99 per 500
$40.88 per 100 $104.20 per 500
The Florida Heritage Book Festival / Cuna Communications
16
Appendices
The Florida Heritage Book Festival / Cuna Communications
Research: Pre-Screening survey
The Florida Heritage Book Festival / Cuna Communications
17
Research: Post-screening survey
The Florida Heritage Book Festival / Cuna Communications
18
Facebook Posts
additional posts
There is no one way to write a good book. Everyone starts out in the same place by writing those first few pages. How do you know if you’re on the right track? Come join us at our Critique Sessions where small groups of writers will come together to critique each other’s ten-page submissions. The critiques for each individual will last at least 30 minutes. We invite you to attend this year’s very special awards ceremony. We will be inducting Robin Cook and John D. MacDonald into our Literary Legends hall of fame. The cost is $85 per person. This includes a silent auction to help raise funds for the Festival’s beneficiary programs. Reserve your spot now!
The Florida Heritage Book Festival / Cuna Communications
19
Twitter Posts
This campaign plans to use Twitter to reach out to the younger demographic. Posts will include authors who will be attending the festival, writers workshops, marketplace vendors and more.
The Florida Heritage Book Festival / Cuna Communications
20
pinterest Posts
Pinterest will be used in this campaign to target older females. There will be “Top 5” lists on Bed and Breakfasts and restaurants in the local area. It will also be used to link the user back to the festival’s website, where he or she can register for the event.
“Top 5 Restaurants in St. Augustine”
MOJO Old City BBQ “Southern Blues Kitchen”, focusing on offering unbelievable food in a laid back, down home, one of a kind atmosphere. A1A Ale Works Seaside brewery offering seasonal beers plus serving American chow including sandwiches & steak. Sunset Grille Chill local institution with a beachy vibe offering seafood & comfort fare, TV sports & ocean view. Catch 27 Elevated eatery serving locally caught seafood & seasonal fare in quaint quarters, plus beer & wine. The Raintree Fancy throwback specializing in steak & seafood in a Victorian home with a fireplace & koi pond.
The Florida Heritage Book Festival / Cuna Communications
21
Rack Card
The Florida Heritage Book Festival / Cuna Communications
22
Magazine ad
The Florida Heritage Book Festival / Cuna Communications
23
Newspaper ad
The Florida Heritage Book Festival / Cuna Communications
24
press release
CONTACT Jim Wilson Executive Director (904) 819-6339 jmwilson@flagler.edu
NEWS RELEASE For Immediate Release Date: April 20, 2015
Florida Heritage Book Festival Returns to St. Augustine For Third Thrilling Year St. Augustine, Fla. - The Florida Heritage Book Festival is pleased to announce its return to St. Augustine for a third consecutive year. Ms. Margo Pope, President and Mr. Jim Wilson, Executive Director will be holding a press conference at 11:00AM May 15, 2015 at the Ringhaver Student Center, located at 51 Sevilla St. on the campus of Flagler College to officially kickoff this year’s festival activities. Riding on the wave of St. Augustine’s 450th Anniversary, the Florida Heritage Book Festival is set for September 24-26, 2015, and is sure to captivate readers as well as aspiring writers. In addition to Ms. Pope and Mr. Wilson, other board members will be present to offer insight into the many workshops, vendors and awards banquet planned for this year’s festival. Whether your passion is fiction, non-fiction or poetry, the festival will have something or someone that will surely peak your interest. There will be many opportunities for attendees to meet their favorite authors and ask questions of them that otherwise you may never get the chance to. This year’s book festival is sure to be the most exciting thus far. The festival will include an increase in the number and quality of authors, expanded number of workshops and the wonderful setting of historic downtown St. Augustine. All Florida Heritage Book Festival Board Directors in attendance will be available for questions and interviews. # # #
The Florida Heritage Book Festival / Cuna Communications
25
presented by
Cuna Communications Account Executive
Courtney Hoston
Creative Director
Chelsea Cutlip
Account Planner
Jake Westbrook
Media Planner/Buyer
Laura Ospina
Copywriter
Cory Amend