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National Association for Amateur Smartphone Productions
2017 Convention
Haley Wessel | Lashata Grayson | Jordan Fleming | Brittany Conduitt | Rachel Allgood | Jake Rynkiewich
February 21, 2016
Part I
1
Table of Contents
1. Cover2. Table of Contents3. Association Overview4. Event Overview & Goals and SMART Objectives5. Event Overview continued Stakeholder and Target Market Overview6. Target Market Overview continued7. Target Market Overview continued & PESTLE8. PESTLE continued9. PESTLE continued10. SWOT Analysis11. SWOT Analysis continued12. SWOT continued & Comparative Research13. Comparative Research continued14. Comparative Research continued15. Budget16. Site Selection Analysis17. Site Selection Matrix18. Site Photos19. Site Photos
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Association Overview:
National Association for Amateur Smartphone Productions (NAASP)
Purpose of Association:
To provide members with networking and certification opportunities, early access to the latest
technologies from popular brands, exclusive discounts on various apps, and special recognition
through an annual award ceremony.
Vision:
Every personal brand perfectly perceived.
Mission:
To inspire individuals to capture their brand electronically through education and new
opportunities.
Primary Members:
Intermediate and Beginner Members
Membership Breakdown:
Suppliers- Companies who want to sell products at the event.
Social Media Professionals- social media users who have acquired 500,000
subscribers/followers. $
Intermediate Members- public interested in expanding their personal brand. Includes coupons
from sponsors, birthday gift card to app store, free event registration. $$
Beginner Members- the public that is interested in expanding their personal brand. Includes
coupons from sponsors and birthday coupon. $$$
3
Brand Elements:
Event Overview:
What is the event:
The National Association for Amateur Smartphone Productions Annual Convention
What purpose does the event serve:
An opportunity for members to network with other social media users, gain new skills and learn
new techniques in promoting their personal brand and to have their accomplishments on social
media recognized.
When will the convention be held and why:
April 21-23, 2017 in Los Angeles. Many of the suppliers are based here and a large
portion of the target market resides in this area. April is a pleasant time of the year in
California. The weather is nice and the convention center is in Los Angeles. LA is a
bigger city and has a lot to offer. The attendees will have more options for food, lodging,
and leisure activities.
How many attendees are expected and the different types:
1900 people:
1500 attendees
150 Volunteer and Staff
100 Media
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100 Exhibitors
50 Suppliers
6%- Volunteer Staff 5%-100 Media 5%-100 Exhibitors 5%-50 Suppliers 79%-1500 Users
Goals and SMART Objectives:
Goal #1: First year attendance to the convention relative to similar events
SMART: Have 60% of overall members attend the event.
SMART: 150 verified social media professionals register for the event two months prior
Goal #2: Established a strong attendee engagement throughout the entire conference.
SMART: Get event hashtag to be utilized at least 3,000 times in the U.S. during the 2017
convention.
SMART: Get 60% of attendees to sign up/attend at least one education session during the
convention.
Stakeholder and Target Market Overview:
Convention’s 7 most important stakeholder groups (Internal or External). Value
proposition of each stakeholder group:
1. Attendees (external) - Attendees will be gaining valuable knowledge, learning more
about how to create a personal brand, and networking with other attendees and
exhibitors.
2. Sponsors (external) - Sponsors have invested money into NAASP so that people in
return will invest money into their company through sales and awareness.
5
3. Exhibitors (external) - Exhibitors want a lot of people to attend so they can increase
sales and their brand can be more recognized.
4. Host Community (external) - The host community wants the attendees to come to their
city and bring more business to the city to increase their tech reputation.
5. Organizing Company and Staff (internal) - The organizing company and staff would want
the event to go well so they can have repeat events and so that their personal brand
becomes more recognized and so they have job security.
6. Vendors (external) - The vendors want the event to go well so that when NAASP have
another event the association will use them again, gaining loyal customers, more sales
and income, and possibly referrals.
7. Volunteers (internal) - The volunteers want the event to go well so that they have a good
volunteer experience, they can gain more knowledge, and fulfill their need and want to
give back to the community.
Primary Customer: Attendee
Target Market with 5 demographics and 5 psychographics:
Target market would be millennials.
Demographics:
● 21-35 year olds
● live in the U.S., mostly near the West Coast within driving distance (250 miles)
● 60% women, 40% men
○ More women than men because women are usually more involved in social
media and worried about changing the details of their brand (filters, lighting, etc.)
on social media platforms than men are.
● 50% single people, 30% cohabitants, 20% married
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● Some College Education (Associates) or above.
Psychographics:
● vain
● creative
● ambitious
● outgoing
● tech-savvy
● open-minded
PESTLE Analysis:
P (political):
A new law that went into effect on January 1, 2016 requires all ride-sharing services
(Uber, Lyft) to partake in a DMV program and regularly monitor the records of drivers.
This could positively impact the event because it would provide another safe and
accredited form of travel around the city for the attendees.1
E (economic):
The city of Los Angeles is in the process of funding for the construction of a new NFL
stadium. This could have a negative impact on the event if taxes are raised in order to
afford this funding. The cost to put on the event could potentially increase as well as the
cost the attendees would have to pay in order to come to the event.2
1 Associated Press. "New 2016 California Laws Take Effect: What You Need to Know." ABC7 Los Angeles. KABC-TV, 21 Jan. 2016. Web. 15 Feb. 2016. 2 Los Angeles County Economic Development Corporatio. "THE NFL LOS ANGELES STADIUM IN CARSON: AN ECONOMIC IMPACT ANALYSIS." (n.d.): n. pag. Los Angeles County Economic Development Corporation. LAEDC Institute for Applied Economics, Mar. 2015. Web. 15 Feb. 2016.
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Gas prices are back on the rise. By summer 2016 gas in Los Angeles is expected to
peak somewhere between $3.75 and $4.25. If this trend continues it could negatively
impact the event by discouraging attendees to come due to rising gas prices.3
S (social):
More than 85% of millennials own a smartphone and on average they touch their
smartphone 45 times a day. It would be extremely pertinent for the event to advertise
through social media and create an app that would literally be in the hands of the
attendee constantly.4
As of 2013, 13% of millennials were using LinkedIn. While this statistic surely has grown
in the last 3 years due to more millennials looking to enter the workforce, it could still be
higher. This could positively impact the event because the convention could be used as
a platform to educate the attendees on the importance of using LinkedIn and how to
properly create a personal brand on there.5
T (technological):
According to a study done by the National Literary Trust, 52% of young people prefer to
read on screen while only 32% prefer print.6
The Pew Research Center conducted a study that showed that 85% of Americans ages
18 to 29 own a smartphone. Among young adults, a smartphone is considered an
3 Bomey, Nathan. "2016 Gas Prices: Summer Uptick Won't Last." USA Today. Gannett, 06 Jan. 2016. Web. 18 Feb. 2016. 4 Egan, John. "18 Statistics That Marketers Need to Know about Millennials - LeadsCon." LeadsCon. Access Intelligence, 22 Jan.2015. Web. 15 Feb. 2016.5 Smith, Craig. "125 Amazing LinkedIn Statistics & Facts." DMR. N.p., 09 Feb. 2014. Web. 18 Feb. 2016. 6 Coughlan, Sean. "Young People 'prefer to Read on Screen' - BBC News."BBC News. BBC News Education and Family, 16 May2013. Web. 15 Feb. 2016.
8
essential because it enables users to complete all kinds of tasks. It also showed that
millennials hate websites that do not work on mobile devices.7
According to the article, Ten Transformative Meeting Technologies of 2015, technology
is becoming more expected at events. Particularly things like free wifi, event apps, and
even real time automated language translation capabilities.8
L (legal):
According to the Los Angeles Convention Center Website, planners must obtain state
permits 10-7 months prior to the event.9
The state of California requires permits such as Event Authorization, Catering, One day
event permits and many more.10
E (environmental):
The Los Angeles Convention Center has done things such as installing energy efficient
lighting to conserve energy and they have done several other things to conserve
energy.11
The Los Angeles Convention Center has also taken steps to use less water by doing
things like replacing dishwashers and toilets and by other methods as well.
A recent Nielsen global online study found that millennials are the generation that is the
most willing to pay for things that are sustainable. Millennials find quite a lot of value in
sustainability.12
7 Bollyut, Jess. "7 Technologies That Young People Do Not Want to Use." The Cheat Sheet. N.p., 25 Apr. 2015. Web. 15 Feb.2016.8 Ball, Corbin. "Ten Transformative Meetings Technology Trends for 2015." Corbin Ball Associates. Corbin Ball Associates, n.d.Web. 16 Feb. 2016. 9 "Los Angeles Convention Center :: Planners." Los Angeles Convention Center :: Planners. N.p., n.d. Web. 15 Feb. 2016. 10 "Special Event Permit Application Forms." California ABC -. N.p., n.d. Web. 15 Feb. 2016. 11 "Los Angeles Convention Center :: Green Initiatives." Los Angeles Convention Center :: Green Initiatives. N.p., n.d. Web. 15 Feb.2016.12 "Newswire ." Green Generation: Millennials Say Sustainability Is a Shopping Priority. Nielsen, 5 Nov. 2015. Web. 16 Feb. 2016.
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SWOT Analysis:
Strengths:
● The event is unique in that it is focusing on personal brands instead of corporate
brands.
● There is a large population of the target market located in the area where the
event is being held.
● Being the first event, there is no bad reputation associated with it so it can only
go up from here.
● The hosts of the event are millennials therefore they can relate to the target
market and reciprocate their needs in the event.
● The organization has multiple social media platforms to choose from when
advertising, allowing them to reach multiple types of social media users.
● Weaknesses:
● The event lacks credibility because this is the first event.
● There are other events that are similar that have experience hosting the event.
● Because the organization is new to the social media community and because the
organization is planning on using social media to advertise, they will have to gain
a following which takes a while and can be difficult.
● If an attendee is only at the event for a specific type of social media outlet, it may
be difficult to meet their needs if that outlet is not represented as well as other
outlets at the event.
● The organization may under or overestimate how many people need to work the
event
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Opportunities:
● Since the target market is so active on social media, the association could mostly
advertise on social media and it is also a very inexpensive way to advertise.
● Local businesses provide NAASP with the opportunity to network so that in the
future there would be potential to have new events with new businesses.
● The lower percentage of millennials on LinkedIn gives the event the opportunity
to expose the attendees to the advantages to benefits of using the service.
● Since the millennials are more interested in sustainable and green products, the
event can draw attendees in by advertising the energy efficient measures the
convention center has taken.
● LAX being such a large hub and having relatively cheap flights allows for the
opportunity for attendees to fly in.
Threats:
● Due to the fact that LA is funding to build their new football stadium, it could be
more expensive for the association and the attendees to have this event.
● Because LA is in an area where there is a severe drought, water conservation
laws could deter people from coming if they are not used to those kinds of laws
or it may just really inconvenience attendees.
● The prediction for gas prices to be on the rise again could deter attendees from
coming to the event.
● California requires a significant number of licenses and permits that have to be
acquired prior to hosting the event.
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● The easy access to online tutorials for learning how to enhance a person’s social
media presence could prevent potential attendees from coming to the event.
The organization will contact multiple social media professionals on various social
media platforms to partner with them to market the convention. These social media
celebrities will follow NAASP on social media, which will further draw attention to the
organization and convention.
The uniqueness of the convention will be emphasized through the marketing campaign.
There are no other events like this convention that have a focus on building a personal
brand through social media. The convention is an opportunity for attendees to interact
one-on-one, in person with social media professionals to gain insight on how they built
their brand; this is something that is not achievable through online tutorials.
Comparative Event Research:
Direct Competition:
● The Photo Pro Expo- Similar event but specifically for photography
○ February 4-8, 2016
○ Price range: $150-300
■ plus extra costs
○ Poor website layout
○ Seems like it is in Kentucky but the website also made it seem like part of
it was in Cincinnati
○ Photography Professionals
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● Social Pro by Marketing Land- Social media marketing conference but more
about business marketing
○ June 20-21, 2016 in Seattle
○ Price Range: $800-$1700 for individuals and $3700 - $15,300 for teams
○ About professional-level paid, earned, and owned social media tactics
○ For Business professionals
● Social Media Strategy Summit- Similar event but about business marketing
○ Multiple events throughout 2016, Chicago April 26-28, New York June 1-3,
Dallas August 2016, etc.
○ General Summit Pass: $1600, Pre-Summit Workshops: $500
○ For business professionals
Non-Competitive Comparable Events:
● YouTube Awards- Formerly known as the YTMA’s award show is an event that
honors artists and fans who bring music to life on YouTube. This event is held in
Manhattan in the New York Warehouse.
○ Even though this is a non-competitive event, NAASP
will still utilize the different key concepts of the
YouTube awards, such as offering attendees who
cannot participate to have access to a live streaming
of the convention. This will allow for attendees to get
a grasp of what is happening at the event and would
make them want to participant at the convention in the
future.
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● Social Buzz Awards- The Drum’s Social Buzz Awards celebrate and reward the
very best in social media communications in the UK. By rewarding effective
social media campaigns and strategies, these awards give recognition to those
who are using social media to communicate in exciting and innovative ways.
○ This awards ceremony provides ideas on how the
organization could run their awards ceremony. Black
tie, 3 course meal, limited amount of wine included
and any more would be on the attendee, etc.
● Shorty Awards- Annual Awards event that recognizes people and different
organizations presence on social media located at the New York Times Center in
New York, New York hosted last year by actress Rachel Dratch. Throughout this
event they have given out awards such as vine artist of the year, YouTuber of
the Year, Instagramer of the Year, and Snapchatter of the Year, just to name a
few.
○ By having comparable events such as the Shorty
Awards it will allow the association to utilize the
different awards that are listed above for the awards
ceremony.
*These events are considered to be non-competitive because they do not contain
exhibition or education components.
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2017 Budget PercentREVENUE
Registration $187,500 70.1%Sponsorships $30,000 11.2%Exhibits $50,000 18.7%TOTAL REVENUE $267,500
VARIABLE EXPENSESFood & Beverage $45,000 23.5%Registration Materials $22,500 11.7%Printed Attendee Materials $7,500 3.9%TOTAL VARIABLE EXPENSES $75,000 39.1%
FIXED EXPENSESVenue Rental $30,000 15.6%Exhibits $30,000 15.6%Insurance $5,000 2.6%Permits $1,000 0.5%Security $1,000 0.5%Medical/First Aid $750 0.4%Marketing $5,000 2.6%Signage $3,500 1.8%Rentals/Décor $10,000 5.2%Technology $12,500 6.5%Audio Visual $3,000 1.6%Staff Expenses $3,500 1.8%Volunteer Expenses $1,500 0.8%Speakers/Entertainment $10,000 5.2%TOTAL FIXED EXPENSES $116,750 60.9%TOTAL EXPENSES $191,750
$15,566.67NET INCOME (LOSS) $75,750.00PROFIT MARGIN 28.3%
YOUR EVENT BUDGET
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Site Selection & Matrix Analysis:
Of the three options, the Los Angeles Convention Center appears to be the top option.
Based on the site selection matrix, the LA Convention Center scored a 25/30 while
Mandalay Bay in Las Vegas and the Javit Center in New York both scored 21/30. The
Los Angeles convention center scored highest due to its high compatibility in size,
image, and ancillary options. Los Angeles’ location also allows attendees to be able to
drive in from a wide area of locations around the west coast. LA’s vibrant, trendy scene
includes many restaurants and extracurricular activities for the attendees to enjoy
outside the schedule of the convention.
The space will be utilized by renting out the Concourse Hall, which has a total capacity
of 2,700 persons, and dividing it up to allow areas to be arranged for the exhibition,
education sessions, general session, the awards banquet, and the closing session. The
Concourse Hall has 26,342 square feet of space and can be divided up into 8 different
rooms. That total area can hold up to 135 exhibit booths.
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Convention InfoLos Angeles- Convention
CenterLas Vegas-
Mandalay BayNew York-
Javits CenterDetails Details Rating Details Rating Details Rating
Size
•1500 attendees •enough rooms for event•concourse hall- 2700 person capacity
5
•exhibit hall- 1800 person capacity
3
•1A hall- 3000 person capicity (has columns everywhere)
4
Acillaries
•shuttle•food/restaurants•hotels with meeting space
•large variety of food options•many hotels with meeting space availability
4
•large number of hotels
5
•large number of restaurants•variety of hotels with meeting space
4
Access
•Driving distance for most attendees•local transportation shuttle service
•Metro = $1.75 per ride, $7 per day•expensive parking
3
•monorail 3-day pass = $40•walkable city•many free parking options
3
•Metro or bus = $2.75 per ride (passes available)•extremely high parking rates (not very driveable)
2
Image
•modern•exciting
•moder, exciting•laid back•hipster, trendy•inflated prices but not worth it
5
•sin city/party city•modern, exciting•inflated prices but not worth it
3
•modern, exciting•fast paced•business class•inflated prices
3
Attributes•catering•tables & chairs
•exclusive caterer•many exclusive vendors•WIFI not free, $12 per day
4
•exclusive catering•WIFI not free•bring in own vendors
3
•preferred vendors•WIFI free to certain bandwidth
4
Cost•negotiable •medium-high cost
•reasonable permit requirements•high cost
4•lots of permits required•high cost 3
•high cost•reasonable permit requirements
4
Total score 25 20 21
2017 NAASP ConventionApril 21-23, 2017
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