launchpad presentation

Assessing The State of Spanish-Language & Latino-Oriented Media International Conference

IMC PLAN

Presented by:

Where Ideas Take Off…

SITUATION ANALYSIS

Industry Overview • Small meetings and academic conferences

• Targets audiences of 50-149 or 150-249• Market share has doubled in the past decade• Fastest growing sector

Source: International Congress and Convention Association (ICCA)

Number of Conferences

2010 2011

8,294 9,120

Industry Overview • International conferences with target goals and

audiences in line with those of the international conference Assessing the State of Spanish-Language and Latino-oriented Media:

National Conference for Media Reform

Hispanicize

Market Segmentation • Segments

Audience demographics

Meeting initiatorMeeting size

Meeting purpose

Source: International Congress and Convention Association (ICCA)

Market Segmentation • Segments

Audience demographics

Meeting initiator

Meeting size

Meeting purpose

Source: International Congress and Convention Association (ICCA)

Market Segmentation • Segments

Corporate Meetings

Association Meetings

Source: International Congress and Convention Association (ICCA)

• International Governmental Meetings

• International Non-Governmental Meetings

• Internal• External• In/External Meetings

Market Segmentation • Segments

Corporate Meetings

Association Meetings

Source: International Congress and Convention Association (ICCA)

• International Governmental Meetings

• International Non-Governmental Meetings

• Internal• External• In/External Meetings

Competitive Analysis

The Society for Cinema and Media Studies

Overall Creative Strategy

Highlight location

Execution Strategy

Recognizable landmarks in Boston and Chicago

Tagline “Boston 2012”“Chicago 2013”

Target Market Addressed

includes scholars, students, media, and cinema professionals

Key Ad elements The images representing the hosting cities

• Competitive Advertising Analysis

Competitive Analysis • Competitive Advertising Analysis

Portada: “The Leading Source on Latin Marketing and Media”

Overall Creative Strategy

USP: provide extensive data and literature about Latino demographic.

Execution Strategy

Bullets, images of cities, logos of sponsors

Tagline “Latin America: Taking its central Place on the World Stage”

Target Market Addressed

target business and media professionals in the United States, Latin America, and Spain

Key Ad elements names and logos of its partners on the flyers

Competitive Analysis • Competitive Advertising Analysis

Hispanicize

Overall Creative Strategy

USP: unique platform for endeavors, new products, and creative campaigns from and for Latinos.

Execution Strategy

Film-related images

Tagline “The Latino Filmmakers are coming!”

Target Market Addressed

Latino filmmakers

Key Ad elements An overly dramatized “damsel in distress” implies humor and creativity.

Customer Analysis

Age > 21

• Primary Market:

• Primary Market:

GEOGRAPHICAL

Customer Analysis

Customer Analysis • Primary Market:

• Psychographic profile

Customer Analysis • Primary Market:

• Socioeconomic profile and media habits

Customer Analysis

Age > 21

• Secondary Market:

• Secondary Market:

GEOGRAPHICAL

Customer Analysis

Customer Analysis • Secondary Market:

• Psychographic profile• Socioeconomic profile and media habits

SWOT Analysis

Strengths Weaknesses

Opportunities Threats

Strengths• Attendance (compared to

UNT)• Experience• Relevant topics• Relatively Inexpensive • Resources• Access to facility

Weaknesses

Opportunities Threats

SWOT Analysis

SWOT Analysis

Strengths• Attendance• Experience• Relevant topics• Relatively

Inexpensive • Resources• Access to facility

Weaknesses

Opportunities Threats

SWOT Analysis

Strengths• Attendance• Experience• Relevant topics• Relatively

Inexpensive • Resources• Access to facility

Weaknesses• Likeliness of poor turnout• Low budget • Turnover of student

helpers• Inconsistent schedule • Low attendance for this

conference

Opportunities Threats

SWOT Analysis

Strengths•Attendance•Experience•Relevant topics•Relatively Inexpensive •Resources•Access to facility

Weaknesses•Likeliness of poor turnout

•Low budget •Turnover of student helpers

•Inconsistent schedule •Low attendance for this conference

Opportunities Threats

SWOT Analysis

Strengths•Attendance•Experience•Relevant topics•Relatively Inexpensive •Resources•Access to facility

Weaknesses•Likeliness of poor turnout

•Low budget •Turnover of student helpers

•Inconsistent schedule •Low attendance for this conferenceOpportunities

• Hispanic Serving Institution (HSI)

• Beautiful Texas Hill Country

• Weather conditions • Large Hispanic

population• Economic factors may be

less influential

Threats

SWOT Analysis

Strengths•Attendance•Experience•Relevant topics•Relatively Inexpensive •Resources•Access to facility

Weaknesses•Likeliness of poor turnout•Low budget •Turnover of student helpers• Inconsistent schedule •Low attendance for this conference

Opportunities •Hispanic Serving Institution (HSI)

•Beautiful Texas Hill Country•Weather conditions •Large Hispanic population•Economic factors may be less influential

Threats

SWOT Analysis

Strengths•Attendance•Experience•Relevant topics•Relatively Inexpensive •Resources•Access to facility

Weaknesses•Likeliness of poor turnout•Low budget •Turnover of student helpers• Inconsistent schedule •Low attendance for this conference

Opportunities •Hispanic Serving Institution (HSI)

•Beautiful Texas Hill Country•Weather conditions •Large Hispanic population•Economic factors may be less influential

Threats• Travel delays due to

storms in other parts of the U.S

• Related conference dates• Unrelated conference

dates• World economy

SWOT Analysis

Strengths•Attendance•Experience•Relevant topics•Relatively Inexpensive •Resources•Access to facility

Weaknesses•Likeliness of poor turnout•Low budget •Turnover of student helpers• Inconsistent schedule •Low attendance for this conference

Opportunities •Hispanic Serving Institution (HSI)

•Beautiful Texas Hill Country•Weather conditions •Large Hispanic population•Economic factors may be less influential

Threats•Travel delays due to storms in other parts of the U.S

•Related conference dates•Unrelated conference dates•World economy

POSITIONING STATEMENT AND RATIONALE

Positioning Statement and Rationale

“ The 4th International Spanish-language and Latino-oriented media conference serves as

a forum for educating and updating the public on the latest research in Latino-based media, for enabling networking for scholars

and media professionals alike, and for creating exposure for the rich and dynamic

Latino culture.”

MARKETING AND IMC OBJECTIVES

Marketing Objectives • Generate high volume of paper submissions, at least fifty,

and research contributions prior to the conference.

• Increase attendance of the conference by at least 23% (as compared to attendance in 2009).

• Further establish the conference as a resource for both academics and professionals to network and stay up to date with the state of Latino-oriented and Spanish-speaking media.

IMC Objectives• Newsletter campaign• Social media strategic planning• Proclaim the beauty of the area as a USP• Convey the value of the conference to primary market• Stress the importance of understanding a demographic

with such a high growth rate and market potential

OVERALL IMC PLAN

Media Objectives

Media Strategies

Media Tactics

Distribute information about the conference via various forms of

media

Utilize the Internet and social media to generate interest and disseminate

information

Create a Wikipedia page for the

conference/ a Facebook page for

El Centro

Create an image for the conference

consistent with the positioning statement

Position the conference as formal,

sophisticated, and elegant all the while maintaining a warm and welcoming air

Create a flyer that represents the

positioning statement to be distributed in the

various print media utilized

Generate interest in the conference among

relevant audiences

Enlist the assistance of other organizations to

distribute information to their members and

affiliates

Email

Create awareness about the

conference in national and

international markets

Announce pertinent conference

information via local media vehicles

Broadcast announcements on KTSW 89.9, the Texas State radio station, and print the conference

flyer in the University Star and the San Marcos Daily Record

newspapers

Creative - Objectives• Create awareness about the conference online, among

campuses, and in the industry• Generate buzz among media professionals and

academics• Make information completely accessible to the target

market• Establish the conference as a venue for cutting-edge

research and professional development• Encourage paper submission and conference attendance

Creative Objectives

Creative Strategies

Creative Tactics

Generate buzz

Build online web presence

Use bold, bright vibrant

colors

Make information accessible

Print campaign with pertinent

information and incentives for attendance

QR codes on print materials for

fast access to website

Establish as venue for cutting-edge

research/ professional development

Build a cohesive network of target

market

Tagline: “Experience the

pinnacle of progression.”

Encourage paper

submission and attendance

Make registration and paper

submission simple and user-friendly

Colorful “call to action” web

buttons

Creative Executions• Flyer• Website• Brochure• Press Release • Wikipedia• Social Media Strategic Plan

Social Media Strategy

Social Media

Strategy

Develop Content Strategy

Engage in the

CommunityMonitor

and Measure

Sales Promotion Objectives

Sales Promotion Strategies

Sales Promotion

Tactics

Create incentives for people to register for

the conference

Entice people into approaching a ticket

sales booth with giveaways

Offer free lemonade at the ticket sales

booth in the quad on Texas State campus

Create incentives for people to attend the

conference

Provide added benefits for attendees through meal service, price-off deal for lodging, and

premiums

Provision of daily meals and

refreshments, discounted hotel rates,

and gift bags

Create incentives for people to submit

papers

Offer a registration discount for conference attendees

Offer early bird registration for $200 if attendees register and/or submit before

a certain date

Create incentives for people to sponsor event

Offer different levels of sponsorship packages

Offer discounts to sponsors:

Platinum Sponsor ($1,000+)

Gold Sponsor ($500-$999)

Silver Sponsor ($250-$499)

Bronze Sponsor ($50-$249)

Sales Promotion – Sponsor Incentives Gold Sponsor ($500-$999)

A table for promoting their company/products/services at the registration area of the conferenceLogo on conference promotional posterBanner display in the conference roomLogo on the conference program and websiteFree registration for one person

  Silver Sponsor ($250-$499)Logo on the conference programFree registration for one person

Bronze Sponsor ($50-$249)Logo on the conference program50% registration discount for one person

Public Relations Objectives

Public Relations Strategies

Public Relations

Tactics

To create awareness about the conference

Create further awareness by

including conference announcements in the

programs of related conferences

Publish conference announcements in the programs for the XXX

To create awareness about the conference

Generate awareness by creating a presence

within the community via a public event

Sell conference tickets at a booth located in the

quad at the Texas State campus; lemonade will be handed out free of

charge to draw in passers-by

To disseminate information relating to

conference events

Announce pertinent information about the conference via local

media

Submit a press release to the University Star and the San Marcos

Daily Record newspapers

To instill public interest in the conference with the goal of increasing attendance by 23%

compared to the 2009 conference

Create hype in the community prior to the

conference dates

Publish positive testimonials from one

or two past conference attendees in the press

release

To develop a positive public attitude toward the conference

Obtain attitudes about past

conferences to create positive

publicity

Promote the conference as a resource for both

academics and professionals to network and stay up to date with

the state of Latino-oriented and Spanish-

speaking media

Public Relations Objectives

Public Relations Strategies

Public Relations

Tactics

TOTAL PROPOSED BUDGET

Budget Recommendations • Overall Conference Budget: $100• $100 for placing print advertisements (flyer) in

newspapers and broadcasting advertisements• Conferences announcements, the press release, and

testimonials are free• Human resources: utilize graduate students and interns• Lemonade: Solicit donation from local restaurants or

campus dining services

Budget Recommendations • Booth: Approach partnering campus organizations to

borrow booth and supplies• Meals – Included in conference budget: covered by

registration fees, donations, and sponsors• Hotel discounts: Covered by participating hotels• Gift bags: Solicit donation from Texas State bookstore and

local grocery stores

QUESTIONS

Where Ideas Take Off… ? ?