NAASP Project Part II

National Association for Amateur Smartphone Productions

2017 Convention

| Haley Wessel | Lashata Grayson | Jordan Fleming |

| Brittany Conduitt | Rachel Allgood | Jake Rynkiewich |

March 27, 2016

Part II

1

Table of Contents

Cover……………………………………………………….. pg. 1

Table of Contents…………………………………………. pg. 2

Sustainability Plan………………………………………… pg. 3

License, Permits, &Insurance Needs…………………... pg. 4

Vendor Needs & Negotiations…………………………… pg. 4-5

Registration Plan………………………………………….. pg. 5

Housing Plan………………………………………………. pg. 6

Room Block....……………………………………………... pg. 7

Marketing Plan…………………………………………….. pg. 8-9

Convention Program……………………………………… pg. 10-22

2

Sustainability Plan5 ways that sustainable practices can be incorporated into the convention and how each will be done/ managed:

● The NAASP will eliminate the use of most paper products by incorporating a convention

application that provides attendees with most convention information; the association will

have tech staff monitoring the app to prevent any problems during the convention

● The NAASP will choose badges, holders, lanyards, ribbons, registration bags and other

items that are reusable, biodegradable or made of post-consumer recycled content; at

the end of the event the association will collect the items to be recycled or have recycle

bins; leftover items will be donated

● During the event the NAASP will use electronic displays to help share information rather

than using papers to inform the attendees

● The NAASP will provide exhibitors with the option of sending the association their

brochures early on so that they can be incorporated into the convention app; in order to

incentivize the exhibitors to do this, the NAASP will offer them a discounted booth if they

opt to have their brochure on our app, this will cut down the use of even more paper

products at the event

● In order to incentivize attendees to use more sustainable transportation options, the

NAASP will offer them a coupon each day if they use the bus, ride a bike or carpool

How will stakeholder groups feel about each way the convention tries to be sustainable?

● Since the NAASP is recycling and being eco-friendly by eliminating paper items

and going electronic, the stakeholder groups should feel like their needs are

being looked out for

How will the practice benefit the association?

● It will save the association money and promote that the association cares about the

world and its impact on the environment

3

Licenses, Permits, and Insurance NeedsOur convention will need permits at the convention center:

● Our convention will require proof of General Liability Insurance for $1,000,000

● Because the convention will need alcohol for the awards ceremony, a permit for

Saturday will be needed

○ Wine Sales Event Authorization - ABC Form 2221

● A music license will also be needed so that music can be played at the convention

during exhibition hours

○ ASCAP and Broadcast Music Inc. will need compensation so that royalties can

be given to play music at the event2

● An Exhibit Structure Building Permit will be needed so exhibitors will be able to have

structures at their booths3

Vendor Needs Lists and Negotiation StrategiesVendor Types:

● Advertising/marketing/promotion

● Utilities/Supplies

● Permit

● Security

● Food & Beverage-Caterer

● General Contracting

● Entertainment

● Speakers

● Hotel/ Facility

● Transportation Providers

1 California.gov 2 ascap.com 3 lacclink.com

4

Negotiation Strategies: ● Complimentary breakfast for the keynote speakers and staff

● Complimentary or reduced cocktail party

● Free Welcome Reception/refreshments for guest while they await check in

● Security personnel for keynote speaker

● Reduced cost for AV equipment/audio/mics/visual

● Reduced cost for tables and chairs

● Free or reduced shuttle rates

● Free rooms for keynote/VIP guests

Registration PlanRegistration Offered:

● On-site Registration because some LA residence may not know about the event

until the day of and younger attendees may procrastinate or not commit until it

comes time for the event

● Advanced Registration so people can register online before the event and be

committed to going

Registration Format: ● Online for advance registration and a kiosk at the event for attendees to print

their badge

● Laptops provided at onsite registration

Materials Provided at On-Site Registration: ● Laptops

● Tables for the laptops

● Printers for receipts

● Internet Access

● Kiosk

5

Housing PlanNumber of Properties:

● Multiple hotels will be needed because of the large number of rooms needed on

the peak night

● VIPs will need to be at a hotel will the capability of having higher end rooms

Booking in the Block: The room block will have negotiated prices for the rooms to ensure that the attendees

are getting a better deal than at hotels outside the room block. In order to incentivize

attendees further, all attendees who reserve within the room block will receive a $10

discount on their advanced registration fee.

Total Number of Rooms (Peak Nights): ● Staff: 5 Double/Doubles

● Exhibitors: 50 Double/Doubles

● Attendees: 150 Doubles, 300 Double/Doubles

● Vendors: 18 Doubles, 9 Double/Doubles

● Speakers: 15 Doubles

● VIPs: 10 Suites

80% of attendees will likely share a room to save money. This convention’s target

market is millennials who will likely want to carpool and share rooms in order to cut

down the cost of coming to the convention.

Transportation: ● Flying: 5%

● Long Distance Driving: 25%

● Local: 70%

6

Date Tuesday Wednesday Thursday Friday Saturday SundayKings, Doubles, Queens 0 18 54 180 180 18

Double/Doubles 5 60 108 364 364 60Suites 0 0 6 6 6 0Total 5 78 168 550 550 78

Room Block

7

Marketing Plan- Positioning, 4Ps, and the Promotions MixPositioning: For millennials who want to promote their personal brand, the NAASP convention is an event

that provides the opportunity to network and learn about new ways to build their presence on

social media. Unlike Social Pro, the NAASP has a large focus on individual brands as opposed

to company brands. This convention can be described as modern, high tech, exciting, social,

and informative.

Product- The experience of the NAASP convention is the real product. The most important elements of

the experience that this convention is trying to deliver would be the opportunity for attendees to

network with social media stars that have already established their personal brand, attendees

being introduced to the newest social media technology during exhibition hours, and education

sessions with social media experts on various social media platforms. When people think of this

convention they should think of things that are cool, new, exciting, entertaining, and high tech.

This convention is different than others that have come before it in the way that it truly caters

specifically to individuals who want to promote their personal brands opposed to company

brands.

Price- The NAASP Convention’s pricing will be considerably lower than its main competitor, Social

Pro, because its target market would more than likely not want to spend more than $200 to

learn about creating their personal brand on social media. They are younger people that do not

have that high of an income whereas Social Pro’s target market would be more accomplished

business owners with higher incomes. Pricing for the NAASP convention would be as follows:

● Social Media Professionals- social media users who have acquired 500,000subscribers/followers.

○ Early Registration: $50○ On-site Registration: $100

8

● Intermediate Members- public interested in expanding their personal brand. Includescoupons from sponsors, birthday gift card to app store, free event registration

○ Early Registration $100○ On-site Registration: $150

● Beginner Members- the public that is interested in expanding their personal brand.Includes coupons from sponsors and birthday coupon

○ Early Registration: $150○ On-site Registration: $200

Some parts of the event would be an additional charge for attendees such as: ● Social Media Luncheons- Opportunity for attendees to meet and talk to social media

professionals on a more personal basis. $50● Awards Ceremony- Celebration of social media contributors who have excelled on a

social media format in the past year. $50

Place- Los Angeles is a great place for this convention because the local and surrounding area is very

saturated with tech-savvy people who would be interested in promoting their personal brands on

social media. Many of the social media companies are based in California and that means it

would be easier and less expensive for them to attend the event as exhibitors.

Promotion- Because the NAASP convention’s target audience already has a strong presence on social

media, it makes sense to promote primarily on various social media platforms. The promotional

mix elements that this convention will utilize will include:

● Website- it is critical that NAASP’s website be user friendly, smartphone friendly,

modern, and it has to feel high tech

● Social media- instagram, vine, snapchat, facebook, and twitter ads

● Video- YouTube promotional ads

● Public relations interviews/ articles- social media celebrities talking about our

convention, creating a buzz in the local area where the convention will be held

● E-Mail- we can buy e-mails from social media sites so we can really reach the

users of social media

9

Date Time Frame Activity/Topic/Details Room

Setup/ AV

Needs

Thursday,

April

20,2017

5:00pm-10:00pm Registration & Check In Computer Check

in Booth

Friday,

April

21,2017

7:00am-9:00am Late Registration Check in Computer Check in

Booth

Friday,

April

21,2017

9:30am-9:45am Opening Session Theater Style

Seating

10:00am-10:45am Education Session 1 5 Theater Style

Rooms and 15

Classrooms

Twitter- Keynote Speaker Heather Armstrong (@dooce): How I Became Twitter Famous. Max 150 people.

Instagram- Keynote Speaker Helen Ruth Van Winkle (baddiewinkle): How I Became Instagram Famous. Max 150 people.

Vine- Keynote Speaker Jerome Jarre: How I Became Vine Famous. Max 150 people.

10

Snapchat- Keynote Speaker Sara Hopkins (sayhop): How I Became Snapchat Famous. Max 150 people.

YouTube- Keynote Speaker Felix Kjellberg (Pewdiepie): How I Became YouTube Famous. Max 150 People.

YouTube- Hellos and Goodbyes: A class explaining the best and least awkward ways to start and end your videos. Max 50 people.

Twitter- 140 Characters or Less: How to get your point across in that small text box. Max 50 People.

Vine- Seamless Vine Cutting: Showing you how to get those smooth transitions like the pros. Max 50 people.

Instagram- Photo Editing: All of the info you need to know to get that perfect pic: the filter, contrast, adjusting, brightness. Max 50 people.

Instagram- Photo Captions: Ever look back and read what you said as a caption 6 months ago and cringe? This class helps make sure that does not happen. Max 50 people.

Facebook- Tailoring Your Profile: What does your profile say about you? Don’t worry, this class helps you fix it. Max 50 people.

Snapchat- The 10 Second Story: Tired of being cut off? Learn how to master the 10 second story in this class. Max 50 people.

Snapchat- The Short Caption: So you use a lot of big words that don’t fit? Let’s figure out ways to abbreviate your thoughts. Max 50 people.

Snapchat- Art Class: It's like finger painting but way less messy. Let's learn to finger paint on our phones like Picasso. Max 50 people.

How to Master the Selfie Stick: Yeah some people don’t like them but look at those angles! How else are you going to show off how many friends you have? Max 50 people.

Best Photo Editor Apps: Which ones have the best filters and really hide our zits? Max 50 people.

11

How to Deal with Haters: We all have feelings. Let's get together and talk about how to deal with haters. Max 50 people.

How to Create the Perfect Hashtag: Have you ever found yourself trying to read a hashtag for 5 minutes? This is how to fix that. Max 50 people.

The Perfect Profile Picture: It’s the first thing everyone sees! So let’s all take a really good one. Max 50 people.

To Post or Not to Post: How often to post, what to say without being offensive, that kind of thing. Max 50 people.

11:00am-2:00pm Lunch/Exhibition

Hours

Attendees will use

cafeterias in

convention center

for lunch. Exhibition

floor.

12:00pm-1:00pm Affiliation luncheon only

early registration only

2::30pm-3:15pm Education Session 2 5 Theater Style

Rooms and 15

Classrooms






12

YouTube- Hellos and Goodbyes: A class explaining the best and least awkward ways to start out your videos. Max 50 people.









How to Master the Selfie Stick: Yeah, some people don’t like them but look at those angles! How else are you going to show off how many friends you have? Max 50 people.




13



3:30pm-4:45pm Education Session 3 5 Theater Style

Rooms and 15

Classrooms











Facebook- Tailoring Your Profile: What does your profile say about you? Don’t worry, this class helps you fix it. Max 50

14

people.










5:00pm Convention Close Day 1

Saturday

April 22,

2017

8:00am-9:00am Coffee & Donuts (Chat

with Exhibitors)

Exhibition floor set

up. Tables for

Donuts and Drinks.

9:30am-9:45am General Intro Session Theater Style

15

Seating

10:00am- 10:45am

Education Session 4 5 Theater Style

Rooms and 15

Classrooms













16









11:00am-2:00pm Lunch/Exhibition HoursTime for attendees to find lunch in one of the Convention Center cafeterias and to look around exhibition floor.

Exhibition floor

needed.

12:00pm-1:00pm Affiliation Luncheon


Rooms and 15

Classrooms


Instagram- Keynote Speaker Helen Ruth Van Winkle (baddiewinkle): How I Became Instagram Famous. Max 150

17

people.














18







Rooms and 15

Classrooms






YouTube- Hellos and Goodbyes: A class explaining the best, least awkward ways to start out your videos. Max 50 people.



19

Instagram- Photo Editing: The perfect filter for your picture, contrast, adjusting, and brightness… all of the info you need to know to get that perfect pic. Max 50 people.






How to Master the Selfie Stick: Yea some people don’t like them but look at those angles! How else are you going to show off how many friends you have? Max 50 people.






5:00pm Convention Closes

20

7:00pm-9:30pm Awards CeremonyAwarding some of the best YouTubers, Snapchatters, Tweeters, Viners and more. Hosted by Jenna Marbles. Cocktails will be served.

Theater style

seating

Sunday,

April 23,

2017

9:00am-10:00am Networking HourEveryone has time to talk and network with each other. Keynotes and class teachers present.

10:15am-11:30am Closing SessionFinal Keynote Speaker Tyler Oakley ends the NAASP convention encouraging everyone to “Dare to Be You”

Theater style

seating.

21

Documents

NAASP Project Part II