City of Derry Jazz and Big Band Festival Marketing Plan 2016

Marketing Approach

Core ObjectivesTo ensure that the region is positioned as a key destination within the Ireland offering one of the island’s most premium jazz and music festivals

Generate awareness and interest amongst stakeholders, participants and the media in the City of Derry Jazz and Big Band Festival 2016.

Attract approximately 35,000 visitors to the City and District over the 5 days

Achieve an average occupancy rate of 75% over the 5 days

Target geographical areas –

o Derry, Strabane, Belfast, North Coast (Coleraine/Limavady), Omagh, Armagh, Cookstown, Maghera, Fermanagh, Newry (based these locations on the summary of responses from the questionnaire from 2014/2015)

o Co. Donegal, Co. Sligo

Achieve an overall AVE of – £175,000

Ticketed Events 90% Sell out

Promote key messages

City and District as a premier short break destination

Showcase Excellence in organizing and promoting large events

Showcase Excellence of Local Musicians

Showcase that Derry can secure top name talent

Capture participant data.

Give due recognition to sponsors, funders and partners.

Promote using social media and web.

Capture event images and video for use as future marketing assets.

PositioningThe festival takes place in a City Centre location in the second largest city in N Ireland with a huge hospitality offer for overnight visitors and convenient parking, rail and road infrastructure with links to public transport which are in close proximity to the festival venues. City of Derry Jazz and Big Band Festival has been positioned as one of the leading events in the calendar for the city and prides itself on attracting world class Jazz artists.

PropositionThe focus of the current, well established brand positioning and advertising messages is to focus on the retention of existing audiences and attract new audiences from the relevant catchment audience in the local area, Northern Ireland, Ireland and possibly beyond.

Target audienceThe audience is split between local, festival goers and those who will have to travel in order to attend the festival, whether they be overnight stays or day trip visitors. The main geographical targets are Derry, Donegal, Belfast, North Coast, Tyrone, and Mid Ulster.

Opportunity audience• Mature Cosmopolitans• Young & Lively • Time Together• Culturally Curious

Key differentiators • Well established festival that is now in its 15th successful year, with return and new

acts and audiences year on year, proving that it is working• Strong offer in the city outside of the programme in hospitality and tourism

Campaign

Plan a multi-platform campaign which communicates across various media including

• Digital• Print • Broadcast• Outdoor

Establish the core points of difference and key messages, building upon the profile and awareness already achieved from previous festivals

Undertake a competitive pitch for a creative and supporting communication route to deliver the key messages and exploit the key selling points of the festival across all communication

Refresh the PR campaign to reflect these messages and create wider coverage

Maximise the festival’s ‘voice’ online and on social media

Creative

Marketing Budget Breakdown

Format Description Budget allocated

Design & Print To include Jazz Festival Programme, Music Trail Map, posters, banners, outdoor dressing and distribution costs

£7,000

Print Media To include ads in local and national media. Publications will include mainstream media and music specific media

£5,000

Digital To include promoted posts on social media sites including Facebook and Instagram. Also to include listings sites and possibly Google ads to improve rankings.

£1,000

Broadcast To include radio and a small TV element £3,000

Outdoor To include 48 sheets and bus t-sides in identified locations in Northern Ireland and Donegal

£4,000

PR To include filming and photography costs £1,000

Total Budget £21,000