1. Homecoming Show-Fall 2015
M a t t h e w C o l l a z o
c o l l a z o m @ m a i l . g v s u . e d u
PromotionalPlan:
Spotlight Productions
Tuesday, Sept. 29, 2015
2. PROMOTIONAL PLAN: SPOTLIGHT PRODUCTIONS---
1
Summary:
Grand Valley State University’s programming board, Spotlight Productions,
puts on the Homecoming Show every Fall Semester. The event is located at the
Fieldhouse on the GVSU-Allendale Campus. The time and date is not yet determined
at this time. Spotlight does this event to entertain the student body by holding a
large event that offers stress relief, enjoyment, and good-natured fun.
I chose this event because I am on the election board in the Non-Traditional
Marketing Chair position, and will likely be able to use this project to market the
event.
Objective:
The objective is to increase the number of tickets sold for the Homecoming
Show this year in comparison to the number sold last year. The event is in the same
entertainment category, and old marketing strategies will likely be used as a
framework to improve upon and implement better strategies in order to achieve
this objective.
Target Audiences:
Listed below are 4 target market segments, in order of estimated percentages (goal).
Percentage Segment Qualifier Age Demographic
70% Grand Valley Student Body* Undergraduate 17-24
15% Residents In GR/Allendale Non Students 16-40
10% Residents in Michigan Non Students 16-40
5% Grand Valley Faculty/Staff Faculty 18-40
*Studentswho: Live On Campus(Allendale/GR); Commute toCampus; Are interested in Stand-
up Comedy.
3. PROMOTIONAL PLAN: SPOTLIGHT PRODUCTIONS---
2
Promotional Ideas:
Print:
1. Ad Placement in the Lanthorn
a. Collaborate: contest to win tickets to the show
i. Take a picture reading Lanthorn; chance to win tickets.
2. Create flyers “Pluggers” to promote event
a. At least 2000
3. Promotions Office Package #5
Description # Of Units Run Time Price Per Unit Total Price
Lanthorn Ad 1 2 weeks - -
Pluggers 2000 2 weeks $.03 +$5.00 $65.00
Package #5* 1 - - $330.00
*Includes the following:
Broadcast:(e.g. WGVU)
Create a promotional video to be placed on GVTV
o Potentially involving content generated by the performers if they have
that on hand
Run a paid ad/ PSA on local television station
Digital(e.g. social media, websites, podcasts, blog posts)
1. Get talent to tweet at GVSU/Spotlight
a. Prompt members of organization to RT all interactions in proper
channels
2. Repeat in a similar Fashion on Facebook
3. Collaborate with Whale Radio (WCKS)
a. Formulate a radio spot for playback between shows at
intervals/commercial breaks
b. Collaborate with Student Org Scientists of Sound to create the Ad.
4. PROMOTIONAL PLAN: SPOTLIGHT PRODUCTIONS---
3
4. Post to other media outlets, including all relevant blog sights run by:
a. Spotlight Productions
b. GVSU
c. The Talent’s Sources
5. Instagram
a. Contest to take the most creative picture in a category
i. E.g. best picture replicating the official talent poster
Non-traditional (e.g. restaurant receipt messages, flower garden word art, sidewalk chalk)
1. Collaborate with local restaurants and drop flyers at individual
tables/attached to receipts
2. Sidewalk chalk at all Sponsored locations
3. Rent a golf cart/megaphone- circulate campus with flyers on hand, promote
by word of mouth
4. Host a sweepstakes raffle- to win tickets or special prizes
a. Poster- could be signed by artists if negotiable
5.
