Marketing Plan notes 11/24/2014 7:06:00 PM

SMART

Specific

Measurable

Actionable

Relevant

Time Related

One marketing objective is minimum for this project

Find 990 form or annual report for organization to get

numbers/budgets/revenue generation

Creative document Idea

Making a calendar for the young pros, business execs that counts

down important dates to bonnaroo

GET CORPORATE SPONSOR (TACTIC)

Red Bull is big with music, get them

Maybe do the poster on Pages

Include Mission

Might want to revisit “Eat Mor Chicken” keynote

Start with objective(s) then work your way down to tactics

Acquisition

Acquire 50,000 New online customers in current financial year at an

average cost per acquisition of $35 and average profitability of $8

Conversion

Increase the average order of online sales to $50 per costumer

Engagement

Increase active customer purchasing to at least once a quarter

Trial

Attract 200 new concert goers from suburban professional market

Market expansion

Increase Art Student membership by 150 during spring art show

o Might go to art schools, downtown young professionals

Tap new markets

Attract urban parents with children between five and twelve years

old with new family concert series

Build community for young Professional series through social media.

Generate 5,000 members by end of fiscal year

SXSW Music Overview 11/24/2014 7:06:00 PM

Background

SXSW is a set of film, interactive, and music festivals and

conferences that take place early each year in mid-March in Austin,

Texas

o Source: Wiki

Run by the company SXSW, Inc. which plans and executes

conferences, trade shows, festivals, and other events

o Source: Wiki

SXSW Music is the largest music festival of its kind in the world,

with more than 2,200 official performers and bands playing in more

than 100 venues

o Source: Wiki (uncited)

SXSW is the highest revenue-producing event for the Austin

economy, with an estimated economic impact of $190.3 million in

2012 increasing to $218 million in 2013

Mission

Doesn’t have an outright mission (Interactive withstanding)

SXSW’s original goal was to create an event that would act as a tool

for creative people and the companies they work with to develop

their careers, to bring together people from a wide area to meet

and share ideas

o From site

Brief history

The music event has grown from 700 registrants in 1987 to over

16,000 registrants

In 1984/85 big-name music press started to take notice of Austin’s

music scene

o MTV ran an hour-long special on Austin

o Rolling Stone wrote a story about the scene

In 1994, SXSW Music added a film and interactive component to

accommodate these growth industries

Location

Daytime panel programming, the SXSW Trade Show, the Radio Day

Stage and the International Day Stage take place at the Austin

Convention Center located at 500 E. Cesar Chavez. SXSW Music

Festival showcases occur at over 100 venues throughout downtown

Austin.

SWOT analysis 11/24/2014 7:06:00 PM

Strengths

One of a kind festival

o First mover advantage

Most artists do not have to be paid, even relatively popular ones

(Tenacious D example)

Weaknesses

Can’t bring in as many big name acts

Threats

Criticism of continuing growth after drunk-driving accident during

2014 festival

Other music festivals vying for

Opportunities

Promote Savannah Stopover as a preview for those undecided on

joining SXSW

o Promote microcosm of SXSWfilm and SXSWInteractive so

people will be tempted to get a gold or platinum package

Calendar

A complementary calendar for anyone who purchased

Numbers 11/24/2014 7:06:00 PM

Attendees in Executive positions

34.04% of attendees