The Color Festival

Marketing Plan

What is the Color Festival?

Everyone getting together no matter their age, race, class or gender and celebrating togetherness and the beauty of the changing seasons is the main idea of this event.

Corporate Review

Mission Statement The DC color festivals main goal is to promote

togetherness while providing a safe and exuberating atmosphere to enjoy the changing colors of life.

VisionThe five-year vision is to increase the positive impact

on audiences and the community while building a financially stable and adaptable organization

Consumer Analysis

Customers/ Buyers vs. consumers/users Influencesaccessibility location

Purchase rate influencelocation offers

Brand loyalty analysis: HOLI has created a reputation of its own for being an all around great time.

Brand Review

Festivals as a whole are in a stage of growth and maturity.

Competitive Analysis

Major Competitors:Life in ColorThe Color RunHOLI One

SWOT Analysis

Strengths Large target market “Color Throw” demand Variety in alternative activities Location Price Methods of Distribution Eco-Friendly color

Weaknesses Mixed Reputation Short on Staff/Volunteers Lack of rainy day accommodations

Opportunities Growing Market Vendors and Sponsors Internationally associated Location Routes

Threats Weather Location Competitors Vendor Reliability Seasonality

SWOT Analysis Cont.

The Basics of the Color Festival

Marketing Objectives: To have 60% of attendees from DC, Maryland, or Northern Virginia areas. To keep ticket prices at an encouraging $15- $25 depending on date of purchase. To offer discount sales to seniors and students. To offer groupons every month, twice a month leading up to the event starting eight

months prior to the Color Festival. To spend 15% -20% of the total budget on marketing.

Methods of Distribution Social Media: Facebook, Twitter, Instagram, Pinterest, Tumblr, Google+, YouTube Mass Email News Websites Word of Mouth

The Basics of the Color Festival Cont. Target and Segmenting

Millennials Generation X All ages, races, ethnicities International (FVR Travelers segmentation) Maryland and Northern Virginia (geographical segmentation)

Competitive Advantage History Price Eco-friendly Concept

Positioning and Branding Image Differentiation Bringing together of diversity to celebrate changing of seasons Islamic symbol in the middle of a flower

Marketing Mix

Product Objectives

Increase the number of festival goers by 150,000 by September 2015. Increase sales of men and women over the age of 40 by 20% Increase the number of international attendees to the Color Festival in 2015 by

20%Have at least 25% of DC residents recognize the Color Festival by June 2015.

Place Objectives

Bring the Color Festival to a minimum of 10 cities with a population of 300,000 by the end of 2015.

Have at least 10 college towns with annual Color Festivals by August 2017. Channels

The Color Festival will be using a direct distribution channel for the delivery of the Color Festival to the attendees.

Promotion Sales Promotion

Tickets bought closer to the festival date will be higher than those bought months in advance

Discounted tickets will be available for college students that can show a valid student ID

Discounted tickets will be available for anyone over the age of 55.

Pricing Objectives

Develop a price that will cover all marketing costs and ensure a profit of 60% if each festival results in a minimum of 100,000 attendees.

Increase revenue by 30% by the end of 2015.Research the prices of other local cultural festivals and ensure that the

Color Festival’s price are lower or equal to that price.

Marketing Mix Cont.

Control and Evaluation

Forecasting By 2015, it is believed that the DC Color Festival will have more than 300,000 festival

attendees

Budgeting The marketing budget for the DC Color Festival will all depend on the revenue brought

in from the previous Color Festival.

Scheduling and timing Marketing planning and strategies will begin to form 8 months prior to event Advertising and marketing production will begin 6 months prior to event Advertisement put into local newspapers 3 months prior to event

Evaluation An emailed survey will be sent to every ticket holder whose ticket was scanned at the

entrance of the DC Color Festival All evaluations/surveys completed will be looked at by event staff.

Advertising Designs

T-Shirt Design

Distribution Truck

Press ReleaseDC COLOR FESTIVALLife. Music. Culture.

Tickets on sale now!

When: May 27th, 2014Where: National Mall, Washington DCWhat: Food, Music, Dancing, Vendors and Lots of COLOR!! Everywhere. It’s a festival celebrating love and the power of love to bring all good things into our lives. It is held in early spring and signifies new life, new growth, new beginnings. Holi, therefore, reminds us to color our life with love, faith, and a generous spirit. And best of all, it just great fun. We get lost in color, forget about our usual identity, and experience life – and each other – from a whole new perspective.

Website: http://www.colorfestival.comContact: (909) 443-2113 Office Hours: 9:00 a.m. - 5:00 p.m. Eastern Time, Monday - Friday

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