Penn’s Colony Festival

Marketing Plan

IMC 371

October 04, 2014

Sean Brett . Kristen Chrzanowski . Kiara Fisher . David Viano

Company Overview

● The Penn’s Colony Festival● Wine Time Event● Other Services

Ultimate Goal

● Provide an IMC Plan that will help,– increase attendance during events – Raise overall annual revenue

Situation Analysis

● The current strategy– Two Events/Festivals that are the main source of income– Advertise through brochures, flyers, and TV/Print media– Facebook and Twitter business page and a website– Relies on word-of-mouth

S.W.O.T.

● S-Strengths– Affordable family experience– Over 30 years of business– Handcrafted and one of a kind products and goods– Over 150 vendors providing a diversity of merchandises– Re-enactments are enriched in historical culture of the

area

S.W.O.T.

● W-Weaknesses– Online presence is small – Dated brochures, posters, and TV ads– There are no promotional items that represent the brand– Minute reach outside the neighboring areas– Lack of Diversity

S.W.O.T.

● O-Opportunities– Large population of possible new customers– Potential big group of young families– The value of selling advertising space on their brochures,

flyers and website– There are a variety of opportunities to rent the grounds

S.W.O.T.

● T-Threats– The weather– Sporting events – Other craft/art shows compete with vendor availability– Competing for attendants with other festivals

Research Demographics

Campaign Objectives

● Increase brand awareness● Increase profits● Create more value to organization

Strategy and Tactics

● Media● Web● Merchandise● Promotions● Off-season

● Additional Attractions

Media

● Radio– Effective and less costly

– KDKA-AM and WDVE-FM

– Pandora Internet Radio

Media

● Brochure– Updating to full color– Simplified informative copy– Incorporating Hashtag

Web

● Website– Responsive Website

– Weakly/Monthly Updates● Penn's Colony Blog● Featured Artisan

Social Media

● You are the Voice● Hashtag #PennsColony● Increase Engagement

– 4 Pack Ticket Give Away

– Ask for pictures

● Hootsuite– Manage all accounts in one place

– Schedule Posts

– Basic Analytics

– Free/Low Cost

Merchandise

● Custom T-Shirt– 150-200 custom made shirts

– $4.64 per shirt/ total of $928

– Sell them at the festival for $20 a piece

Souvenir Photo

● Designated Photo Area● Equipment Necessary

– Professional quality camera

– photo printer

– replacement ink for printer, and photo paper

● Totaling Around $2500

Promotions

● “Family 4 Pack” promotion – $30 coupon for two adult and two child admissions – Free VIP parking

Off-Season

● Ground Rentals– Self-promotions– Banner displays during other events– Affordable and easy– Costs start at $9 per banner

● Wedding Expos– Benefits of promoting in person– Vendor prices range from $100-$300– Admission is Free

Additional Attractions

● Craft Beer– Bring more attention to the festival

– Sticks with the theme of Penns Colony

– Sample size portions to still keep the event family friendly

– Cross promotions with “Craft Beer Week” and local, independent breweries

– Fourteen breweries located in Pittsburgh alone

Thank You!

At this time we'd like to answer any questions