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  Flight:  Urban  Cloud   Introduction:  Manifest  ‘14     The  Event   ● Manifest:  Urban  Arts  Festival  is  a  student-­ran  and  programmed  event  at  Columbia   College  Chicago  that  showcases  graduating  senior  and  graduate  student  work.    As  an   annual  tradition  and  defining  ritual,  Manifest  serves  to  bring  the  entire  community  together   to  celebrate  our  creative  spirit  and  to  develop  long-­lasting,  memorable  relationships   between  students,  the  college  and  our  community.    

  The  Theme   ● Manifest’s  2014  theme  is  “Flight.”  Matt  Dunne,  a  senior  Graphic  Design  major  at   Columbia,  is  the  brain  behind  the  creative  design  and  branding.  In  taking  the  theme  literal,   Mike  began  his  creative  process  with  a  simple  paper  airplane.  A  signature  aspect  of   Manifest  branding  is  the  Manifest  Star.  Dunne  said,  “For  my  star,  the  design  was   predominantly  inspired  by  the  look  of  the  German  paper  star  lanterns  at  the   Christkindlmarket  in  Daley  Plaza  every  winter.”    

  The  Class   ● The  Events  Management:  Practicum  course  is  designed  to  provide  resources,  tools,  and   training  necessary  for  planning  and  management  of  live  events.  Students  are  given   hands-­on  orientation  of  event  management  processes  and  the  opportunity  to  participate  in   managing  actual  events.  

  The  Project   ● The  mission  of  “Urban  Cloud”  (lot  1001  South  Wabash  Ave.)  is  to  bring  together  the   entire  Columbia  community  in  celebration  of  its  creativity,  aspirations,  and  cultural   vibrancy.  The  events  and  activities  planned  for  the  lot  by  graduating  seniors,  graduate   students,  student  organizations,  and  other  college  committees  will  inspire  the  annual   tradition  that  is  Manifest  Urban  Arts  Festival.  With  a  “Flight”  theme,  “Urban  Cloud”   hopes  to  allow  guests  to  explore  what  flight  he  or  she  will  take  in  life  and  the  exciting   adventures  that  await.       Key  Objective(s)   ● Increase  student  and  campus  organization  participation  by  adding  7  additional   organizations  than  that  of  2013   ● Establish  a  base  line  of  perspective  students  through  the  distribution  of  buttons     ● Establish  Columbia  Cares  fundraising  with  a  goal  of  fundraising  $8,000        

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Flight:  Urban  Cloud   SWOT     Strengths    

Weaknesses    

 

 

★ ★ ★ ★

Student  powered  event     ‘Urban  Cloud’  lot  attractions     Manifest  showcase  quality     Location  (South  Loop  area)  

★ Communication  between  committee   coordinators  and  event  managers     ★ Lack  of  participation  and  awareness  amongst   non-­graduating  undergrad  seniors  and  graduate   students  

Opportunities    

Threats    

 

 

★ Increase  in  community  and  local  businesses   involvement   ★ Increase  in  fundraising  opportunities  amongst   organizations  located  in  the  ‘Urban  Cloud’  lot  

★ Lack  of  sponsorships     ★ Unforeseen  weather  conditions   ★  

      Stakeholders  and  Target  Audience     ● Columbia  College  Chicago  Departments     ● ● ● ● ●

Graduating  students  &  underclassman   Prospective  students     Alumni     Donors     Admissions  Counselor    

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Flight:  Urban  Cloud   Marketing  Mix     Our  marketing  plan  is  within  a  time  frame  of  2  ½  months  (March,  April  and  May)  and  can  be   broken  down  into  two  categories  (Public  Relations/Promotions,  Media/Advertising).  

  Public  Relations/Promotions   ● Street  Teams  shall  be  comprised  of  college  brand  ambassadors  that  will  take  on  the   responsibility  of  direct  marketing  efforts  to  successfully  drive  consumers  to  Manifest  the   day  of.     o College  Campuses   o The  Loop   ● Promotional  and  marketing  efforts  shall  be  made  at  college  wide  events  at  major   universities  within  the  Chicagoland  area  by  college  brand  ambassadors  and  professional   staff  ambassadors.     o Biggest  Mouth   o FEST  (DePaul)  

  Media/Advertising   ● The  Media  Plan  is  a  full  2  ½  month  plan  spanning  over  March,  April  and  May.  We  tend   to  focus  on  the  following  mediums:   ● Print  (Chronicle  and  other  print  publications  around  the  Loop)   ● Interactive   o Facebook   o Twitter   o Promotional  Contest(s)    

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Flight:  Urban  Cloud   Media  Plan     The  Media  Plan  will  be  for  a  full  three-­month  duration  with  emphasis  in  the  months  of  April,  May   and  June.  We  will  focus  on  print  and  interactive  (internet)  mediums.  We  have  chosen  to  target  he   local  audience  honing  in  on  the  Chicagoland  area  and  surrounding  suburbs.       Print  

For  our  print  campaign,  we  have  chosen  to  focus  on  popular,  local  newspapers,  magazines  and   college  papers.  All  print  ads  are  full  page,  bleed,  and  1  page  each.  Online  versions  are  also   available  for  all  of  these  publications.  

  Chronicle   ● We  have  decided  to  insert  palm  cards  in  all  major,  surround  colleges’  newspapers  every   week  until  the  night  of  the  show.    

●     Chicago  Reader   ● Chicago  Reader  is  a  weekly  alternative  newspaper.  We  have  decided  to  have  a  full-­page   ad  alternating  weeks;;  second  and  fourth  week  in  April.  In  May,  advertising  within  the  first   week.     ● $666.67/week     RedEye   ● Chicago  RedEye  is  a  daily  tabloid  style  newspaper  that  is  heavily  seen  by  our  target   audience.  We  decided  to  have  a  full-­page  ad  running  everyday  until  the  day  of  the  show.   ● $43.95/day    

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Flight:  Urban  Cloud       Interactive  Component     Our  entire  target  demographic  is  on  the  Internet  daily.  Putting  heavy  promotion  into  Facebook,   Twitter,  and  highly  credited  blogs  based  upon  their  likes  and  tastes  is  key.  Promotion  through  the   interactive  experience  will  last  March  through  May.    

  We  turned  to  Facebook  and  Twitter  and  other  social  media  platforms  to  have  a  huge  impact  on   our  target  audience.  We  would  also  like  for  the  artists  to  promote  on  their  social  media  outlets.   There  would  be  hashtags  including:    “#KaskadeHoB,”  “#OliverHoB,”  etc.  that  participants  could   use  while  ordering  tickets,  or  live  tweeting  from  the  show.    I  would  also  like  to  turn  to  Instagram,   Pintrest,  to  show  progression  of  the  journey  leading  up  to  the  day  of  the  performance.    

  Budget:  $  

  Volunteer  Marketing  Plan     Volunteer  Marketing  will  operate  as  a  direct  marketing  campaign  via  email  and  meeting  visits.  The   email  component  with  comprise  of  weekly  email  blasts  to  potential  student  organization  partners   and  volunteers  for  the  Urban  Cloud  Lot.  It  will  also  include  meetings  and  student  organization   meetings  (when  needed).  This  campaign  will  be  on  going  until  maximum  numbers  are  reached.      

Sponsorship  Plan     Sponsorship  efforts  will  assist  in  alleviating  the  budget  by  seeking  tangible  items  from  local  and   national  businesses.  Sponsorship  efforts  for  the  Urban  Cloud  lot  began  with  the  online  submissions   of  the  sponsorship  packet  to  various  companies.  Following  that,  local  businesses  are  then   contacted  in-­person  to  speak  with  managers  about  participating  in  the  2014  Manifest:  Urban  Cloud   lot.  Currently,  there  is  no  cut-­off  date  for  seeking  sponsorships.    

 

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