MARIAStrategy Planner

ARIELLEResearcher

DAVIDFinancial Planner

QI JIAStrategy Planner

JONASCreative Planner

PR TEAM 1

OVERVIEW

BUSINESS GOALS

• Merge international and Brazilian entertainment culture

• Attract international audiences and artists to Brazil

• Attract sponsors to make it profitable• Sell 48,000 tickets before releasing the lineup

(year 1)

• To create the highest quality live experience for artists and fans in South America.

• Attract stakeholders

TICKET SALES AUDIENCE SOCIAL BUZZ

PROBLEM

OPPORTUNITY

SPONSORSHIP

SOCIAL

BUZZ

“ABOUT THE TOILETS, HOLD YOUR

BREATH, DON’T LOOK DOWN, AND

IF WORST COMES TO WORST, TRY

TO PRETEND YOU ARE IN A ROCKET

SHIP”

THE CREEPIEST PEOPLE ON EARTH

WILL OFFER YOU DRUGS YOU’VE

NEVER HEARD OF”

“THE KIDS WHO JUST LOVE MOSHING”

RESEARCHTarget audience:• 1. Lollapalooza target• 2. Possible sponsors/stakeholders

Objective:• Conduct research on how to acquire sponsor and

stakeholder support + why people attend music events & their willingness to pay

QUALITATIVE QUANTITAVIVE

STRENGHTS• The Olympic games will bring visibility to Brazil.• Lollapalooza is a global brand with strong awareness• Partnership with C3 Presents (Live Nation) provide

exclusive content• Human Expertise

WEAKNESSES• Risk to not breakeven: a lot of tickets need to be sold to make it

profitable• Infrastructure limitations have created problems in the past• Profits are highly dependent on the diverse factors like sponsors

and ticket sales.

OPPORTUNITIES• There are no other music festivals occurring at this time• Lollapalooza is the only annual music festival of its kind• Olympics Games will bring visibility to Brazil grow the

economy

THREATS• The Olympic Games (audience and sponsorship

competition)• Current economic situation in Brazil is not ideal• High production costs • Rock in Rio (potentially)

SWOT

COMMUNICATION GOALS

• The most go-to festival in Brazil• Educate people about the live music culture• Maintain the loyalty of participants and attract new

customers• Sponsorship

OBJECTIVES

• Sponsor Sales: at least 6 packets by Jan 2016• Maintain the operational cost• Increase oversea sales by at least 30%

GOALS

TICKETS SALES: 48,000 BEFORE LINEUP (30% - Y1)

EDUCATE PEOPLE ABOUT THE FESTIVAL CULTURE

KEY AUDIENCES – STAKEHOLDERS

• Attendees of the concert + Audiences in Peru and Ecuador

• Heavy Social Users & Multipliers• Potential Shareholders and Sponsors• Existing Shareholders and Partners• Entertainment Press and Agencies

KEY MESSAGES

• “Discover the new Lollapalooza”• “Lollapalooza is more than just a music festival”• “Lollapalooza is about experience”• “Lollapalooza is a combination of Brazilian musical

culture and current music”• “Lollapalooza has the new experience of quality and

services”• “Lollapalooza is a profitable investment and a strong

growing brand “

KEYS

TACTICAL• GRASSROOTS CAMPAIGN

• BUZZ BUILDING ACTIVITIES• MEDIA RELATIONS• SPECIAL EVENTSTHEMATIC

• HIGH QUALITY FACILITIES• BETTER MUSIC EXPERIENCES • ARTIST LIST• YOU THINK YOU KNOW, BUT YOU HAVE NO IDEA TESTING

• COMPARE TO PREVIOUS EDITIONS• TIME-TO-TIME TICKETS SALES CHECK

• ACCEPT THE LIMITATIONS• PLAN B

• POTENTIAL MISTAKES

TONAL• EMPOWERING• INSPIRING • STRONG• COOL• OFFERING LIFESTYLE• FUN• YOUNG• EXPERIENCE• POSITIVE• CONFIDENT

TARGET

• FANS• SPONSORSHIPS• PARTNERSHIPS

• MEDIA INFLUENCERS• PRESS

• ENTERTAINMENT JOURNALISTS• BLOGGERS

• TRENDSETTERS

TACTICSCONCEPT AND CONTENTCREATE CONCEPT AND CHECK OPERATION STRUGGLES

SOCIAL MEDIA CONTENT OF PAST EDITION

SPONSOR DINNER

WARM UP:MASSIVE PRESS CONFERENCE

ANNOUNCE THE NEW CONCEPT AND OPERATIONAL CHANGES

CONTENT STRATEGY COMPARING US-CH-BRAZIL

INTERVIEWS WITH FOUNDERS AND MANAGERS

MEDIA TRIPS

A TEAM OF SPOKEPERSON OF BRAZILIAN CULTURE

CONTEST WITH NEW BANDS

“BLOG AMBASSADORS FOR LOLLAPALOOZA”

PARTY ANNOUNCEMENT LINKED WITH CHICAGO

TICKETS AND SALE AND LINE UP:SOCIAL MEDIA THROUGH THE FESTIVAL

GUERRILA MARKETING

ALIGNMENT WITH ARTISTS FOR ANNOUNCEMENT

MEDIA PARTNERS

ADVERTISING

TIMELINE

MAY

JUNE

JULY

AUGUST

SEPTEMBER

OCTOBER

CREATE CONCEPT AND CHECK OPERATION STRUGGLES;SOCIAL MEDIA CONTENT OF PAST EDITION;SPONSOR DINNER;

MONUMENTAL PRESS CONFERENCE;ANNOUNCE THE NEW CONCEPT AND

OPERATIONAL CHANGES;

INTERVIEWS WITH FOUNDERS AND MANAGERS;

A TEAM OF SPOKEPERSON OF BRAZILIAN CULTURE;

“BLOG AMBASSADORS FOR LOLLAPALOOZA”;

CONTENT STRATEGY COMPARING US-CH-BRAZIL;MEDIA TRIPS;

“BLOG AMBASSADORS FOR LOLLAPALOOZA”;PARTY ANNOUNCEMENT LINKED WITH CHICAGO;

SOCIAL MEDIA THROUGH THE FESTIVAL;GUERRILA MARKETING;

MEDIA PARTNERS;CONTEST WITH NEW BANDS;

ALIGNEMNT WITH ARTISTS; FOR ANNOUNCEMENT;

ADVERTISING;

TIMELINE

NOVEMBER APRIL

MAY

SOCIAL CONTENT;ADVERTISING;PRESS RELEASES OF SALES;

ADVERTISING;SOCIAL CONTENT;

PR CONNECTING XMAS;

ADVERTISING;ARTISTS INTERVIEWS;

SOCIAL CONTENT;PRESS RELEASES WITH UPDATES;

MASSIVE ARTISTS INTERVIEW;MORE MEDIA TRIPS;

SOCIAL CONTENT AND CONTESTS;WARM UP;

SERVICE ANNOUNCEMENTS;

SOCIAL COVERAGE OF THE FESTIVAL;PRESS FOLLOW UP ABOUT IMPRESSIONS;

OF THE NEW FESTIVAL;FINAL FEEDBACK BALANCE;

RE-START THE CAMPAIGN; SUPPORTED BY 2016 LESSONS;

DECEMBER

JANUARY

FEB AND MARCH

BUDGET

U$730,000.00

66%PRESS CONFERENCE AND ANNOUNCEMENT

PARTY

34%OTHER ACTIVITIES

EVALUATION

FINANCIAL ANALYSIS AWARENESS

CONCLUSION

THANK

YOUTEAM 01