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Carolina Farm Trust Final Presentation
- 1. Campaign Proposal Elizabeth Cozine, Brett Gubitosi, Virginia Kelly & Caroline Morelock
- 2. Meet the Team Caroline Morelock Tactical/Media Planning Manager Elizabeth Cozine Research Director Brett Gubitosi Strategic Planning Manager Virginia Kelly Creative Director
- 3. Carolina Farm Trust¡¯s Goals About the Carolina Jubilee: The Carolina Jubilee is a music festival whose proceeds directly support the Carolina Farm Trust, a nonprofit organization excited to help local farmers and bring food back to Carolina residents. Increase student attendance Create long-term sponsorships Bring new audiences to the Carolina Jubilee
- 4. Our Research Methods Online Surveys Interviews Secondary Research1 2 3
- 5. What We Found Millennials and college students in particular are the main music festival attendees. Student media organizations will not cover events that do not have direct student involvement. Main attractions to music festivals are music, overall atmosphere, food and beverage selections. Millennials look for authenticity when selecting food and beverage options.
- 6. What This Means Students attend music festivals for the music and overall atmosphere, so the Jubilee should make an effort to differentiate themselves as a unique festival. Because millennials are a key audience to music festivals, they are our main target for the Carolina Jubilee. Students would be interested in attending the event if there was a direct tie to their college or university; therefore, students should be incorporated into the Carolina Jubilee through performances or volunteer opportunities. Targeting specific groups or clubs on college campuses with focuses on music, sustainability, and/or the environment might result in greater student turnout rates.
- 7. What This Means The Carolina Farm Trust should emphasize its unique and meaningful values when pitching to sponsors. Tailoring sponsorship packages to vendors¡¯ unique interests can better pique their interest, so CFT should consider sponsors unique differences when pitching. Millennials seem to care somewhat about sustainability, therefore, CFT should target specific students or organizations that have an environmental or sustainable focus. CFT should take advantage of various social media channels in order to reach their key target audiences.
- 8. Campaign Goals Create a consistent, recognizable, and relatable brand image of the Carolina Jubilee and the Carolina Farm Trust Increase interest among target audiences for the Carolina Jubilee Increase the number of sponsors at the Carolina Jubilee Increase overall attendance to the Carolina Jubilee among the target audiences
- 9. Increase the number of ticket purchases prior to the event by 25 percent by August 2016. Increase web traffic on social media and websites for The Carolina Jubilee and Carolina Farm Trust by 50 percent by September 2016. Obtain a ¡°big-name¡± organization, such as Wells Fargo or Duke Energy, to sponsor the event by May of 2016. Increase audience attendance to the Carolina Jubilee by 50 percent over last year¡¯s event. Objectives
- 10. Target Audiences
- 11. Students Students share their positive experiences via social media platforms which is a form of promotion. 76 percent of students care ¡°somewhat¡± about sustainability. Student Millennials are key music festival audiences. Students enjoy unique music festival experiences. attend festivals for: music, environment, and food and beverage selections. Millennials
- 12. Food and Drink Enthusiasts ...might be enticed by the Jubilee¡¯s local Carolina food and drink options available. Craft beer drinkers emphasize the importance of community. A well-known chef or vendor present at the event is a plus for attracting audience. Food and Drink Enthusiasts Value the flavor, authenticity, and history of food and beer.
- 13. Sponsors Research revealed that larger companies are interested in bolstering the North Carolina economy. Emphasizing the mutual benefits of a sponsorship are important in forming long-term partnerships. Large organizations have designated budgets for specific causes Organizations with similar values as the Carolina Jubilee are ideal sponsors; e.g., North Carolina wineries.
- 14. Strategy Differentiate this music festival by promoting the unique atmosphere of the event, including the values driving the Jubilee. Attract prominent sponsors to both support and promote the Carolina Jubilee. Gain student involvement by connecting universities and colleges within the Carolinas to the Carolina Jubilee through student organizations and student bands.
- 15. College Students Food/Drink Enthusiasts Sponsors StrategyTarget Audience Attract prominent Sponsors to Jubilee Differentiate event by promoting its unique and local atmosphere Gain student involvement by connecting Carolina universities to event
- 17. Fun and Local, Naturally. There are a number of music festivals within the Carolinas each year, but the Carolina Jubilee is unlike any other in the area. Intimate, community atmosphere in a setting that promotes local vendors and sustainable farming practices. this type of music festival should be fun! Tagline will be included in all promotions for the Carolina Jubilee. Naturally, Create a consistent brand image between the Carolina Jubilee and the Carolina Farm Trust.
- 19. Tactics
- 20. Media Channels: Facebook, Twitter, Instagram Tactic 1: Social Media Campaign Using Facebook, Instagram and Twitter we will highlight the local food and drink vendors as well as the other unique aspects the event has to offer. The hashtag #NaturallyLocal will be used on all social media posts shared by the Carolina Farm Trust and the Carolina Jubilee. This will promote the event and better establish the connection between the CFT and the Jubilee. Sponsors and attendees will be encouraged to use the hashtag before, during and after the event to ensure constant conversation surrounding the Jubilee. Why It Will Work: Social media is essential is promoting any type of event in today¡¯s marketplace, especially with our key target audience, college students. These tactics will significantly improve the Carolina Jubilee¡¯s awareness.
- 21. Tactic 2: Meet Our Fun and Local Vendors Help to highlight the local food and drink vendors, explaining why they are natural, local, and fun before the event occurs. These posts will showcase what types of food and drinks the attendees could expect from the event. Executed through the use of social media. Posts could range from food and drink prices at the festival to the history behind a local vendor. Why It Will Work: This tactic will get the food/drink enthusiasts very excited about the event. Not only will there be great music at the festival, but a unique gathering of many high quality, local vendors. It could also attract potential sponsors. How It Can Be Pitched To Media: Regional media outlets can be pitched to cover the Jubilee by focusing on the the various Carolina restaurants, breweries and wineries that will be in attendance. The event will also be newsworthy if a renowned chef is in attendance. Media Channels: Facebook, Twitter, Instagram, Regional Publications
- 22. Creative Social Media Content
- 23. Media Channels: Facebook, Twitter, Instagram, Email, Band Websites Tactic 3: College Band Invitation and Fun and Local Colleges College-run bands will be invited to open for headline musical acts. A popular band at Elon University, The Jeebs, might be a good option to consider when recruiting student bands. Great way to attract college student audience. Why It Will Work: College bands thrive on these type of large venue experiences. This would draw more students to the event and attract student media coverage.
- 24. Tactic 4: Meet Our Fun and Local Bands Similar to the ¡°Meet Our Fun and Local Vendors¡± tactic, this will highlight the different performers who will be at the Carolina Jubilee, posted on social media. Each post can explain the history of the band, and detail something interesting about them that makes their band unique. The different posts could also feature a promotional video of the performers to get a sneak peek of their performance. In addition, the band¡¯s music would be featured through the incorporation of a Soundcloud file or Spotify playlist that plays a song or album by the corresponding band. Media Channels: Facebook, Twitter, Instagram, Regional and Student-run media / Publications Why It Will Work: If the targeted audience has the opportunity to learn more about the Carolina Jubilee¡¯s attending bands, they will remain interested and excited about the event. How It Can Be Pitched To Media: CFT can pitch to regional media outlets focusing on the locality of the bands. The pitch for student-run media should focus on the student involvement at the Jubilee.
- 25. Tactic 5: Rebranding Initiative Update the Carolina Farm Trust and the Carolina Jubilee¡¯s websites to include information for this year¡¯s event. Include the ¡°Fun and Local, Naturally¡± tagline on all promotional materials. Positioning the Carolina Jubilee and the Carolina Farm Trust as related through logo integration. Including both logos and the ¡°Fun and Local, Naturally¡± tagline will help to establish rapport. Media Channels: The Carolina Farm Trust website, the Carolina Jubilee website, Facebook, Instagram, Twitter, promotional advertising. Why It Will Work: This tactic will help raise awareness of the Carolina Jubilee and the messages of the Carolina Farm Trust. Having a uniform tagline for all event promotions and materials will help to keep it fresh in audiences¡¯ minds.
- 26. Tactic 6: Fun and Local Farmers This will be a social media series that shares real, Carolina farmers¡¯ experiences and involvement with their local communities. It will challenge the stigma and negativity associated with farmers and farm work. Connect the Carolina Farm Trust¡¯s overall message of supporting local farmers to the Carolina Jubilee and its audiences. Media Channels: Facebook, Twitter, Instagram Why It Will Work: This tactic will communicate the positive and relatable aspects of farmers through social media. This tactic speaks to the Carolina Farm Trust¡¯s and the Carolina Jubilee¡¯s central message: helping local farmers.
- 27. Creative Social Media Content
- 28. Tactic 7: Music Streaming Playlist Use an online music streaming service, such as Spotify or Soundcloud, to create an official playlist for the Jubilee. Playlist would feature songs from the different bands performing at the Jubilee . Having an official playlist featuring all the performers -- encourage people to attend the event by giving them a preview. The music playlists would also help to make the website more interactive and engaging, which in turn could create more traffic to the Carolina Jubilee¡¯s website. Why It Will Work: This tactic will help achieve the goals of increasing the interest and attendance of our target audiences. As previously stated, music previews of attending bands will make our target audiences more excited to attend the jubilee. Media Channels: Facebook, Twitter, the Carolina Jubilee website, Spotify, Soundcloud
- 29. Tactic 8: Media Outreach Create a media list of potential reporters and publications interested in covering the event. Pitch to reporters via email or phone. Tailor messages to fit the beats of each reporter, keeping in mind the differences between publications. Send a press release to targeted publics to attract media coverage. Media Channels: Local, regional, national and student-run newspapers (Charlotte Observer, Burlington Times News, GreensboroNews and Record), local, regional, national and student-run television stations, email, phone. Why It Will Work & How It Will Be Pitched: For any event to be covered by the media, there must be an element of newsworthiness. The Carolina Jubilee has this, so if the event¡¯s unique localness and cause are pitched, it is likely to be covered by news publications.
- 30. Tactic 9: Sponsor Outreach Updating the sponsorship package to attract potential sponsors Re-work the template and messages to fit the Carolina Jubilee¡¯s ¡°Fun and Local, Naturally¡± theme. In the sponsorship deal with the Carolina Jubilee is that once a week sponsors must promote the Carolina Jubilee on their social media pages. Two weeks prior to the event, the sponsors must promote the Carolina Jubilee once a day on their social media. Carolina Farm Trust could host an event for potential sponsors where they would learn about the importance of the organization and be able to find out how they can best support the CFT Media Channels: Send the sponsorship package to various local companies, Facebook, Twitter, Instagram for sponsorship posts Why It Will Work: The Carolina Jubilee has many different local and sustainability aspects which other music festivals don¡¯t have. There are many media opportunities to cover stories on the local vendors or the local performers, which each have their own special story.
- 33. Campaign Budget
- 34. Item Internally Completed Cost Professional Hired Cost College Band $0 (Elon band The Jeebs said they would play for free) $125 (Elon band The Jeebs¡¯ price estimate) Fun and Local Farmers Photographer (per 10 image posts) $0 (take own pictures) $300 (APhotoEditor.com social media pricing) Meet Our Fun and Local Bands Photographer (per 10 image posts) $0 (take own pictures) $300 (APhotoEditor.com social media pricing) Meet Our Fun and Local Vendors Photographer (per 10 image posts) $0 (take own pictures) $300 (APhotoEditor.com social media pricing) Sponsorship Package (50 copies) $0 (through emailing PDFs) $350 (Office Max Bound Book price) Video Promotion $0 (Use Appalachian State Video) $225 (HingeMarketing Semi-Professional 2-3 minute promotional video) Total $0 $1600
- 35. Measurement Contact college bands through websites and phone calls to generate the most possible college band contacts as festival spots allows. Use Google analytics to measure social media outreach efforts, corresponding to our objective of reaching 50 percent more web traffic on social media and websites for the Carolina Farm Trust and the Carolina Jubilee. Use Google Mentions to measure the number of media mentions in all targeted publications. Outputs Increase in Carolina Jubilee attendance. Increase in sponsorships, more specifically, ¡°big-name¡± sponsors. Outcomes Increase number of performers at the Carolina Jubilee.
- 36. Addendum
- 37. Student Organizations and Media List
- 40. Media Outreach
- 41. Press Release