ESPN EVENT BIRMINGHAM BOWL CAMPAIGN PLAN

ESPN EVENTS BIRMINGHAM BOWL CAMPAIGN PLAN 2017

EVALUATION The overall success and efficiency of this campaign will be measured mainly by user interaction on social media. It will also be gauged by the amount of website traffic that is generated throughout the campaign, especially during the campaign’s final two months. This engagement likely signifies interest in ticket purchasing, which is one of the main objectives for this campaign. A higher degree of ticket purchases will confirm that the Birmingham Bowl has been established in the consumer’s mind as a vital proponent of the holiday season. This validates the aim to establish top-of-the-mind awareness in regards to associating the Birmingham Bowl with holiday activities. This campaign’s promotional and advertising efforts will position the Birmingham Bowl and related events as a preferred environment for family bonding. Because of the belief that society’s view on tradition is skewed, this campaign seeks to unite in consumers minds the “most wonderful time of the year” with the greatest sport that the south has to offer. With the chosen media schedule, this campaign will successfully reach 92.8% of the target audience and achieve a 5.6 frequency during the heavy-up November and December advertising months.

MEDIA SCHEDULE

MAR-OCT MAR, JUN, AUG

NOV

NOV & DEC

DEC

FACEBOOK SPONSORED ADS TWITTER SPONSORED ADS CABLE TELEVISION RADIO

BACKLIT DIORAMAS NEWSPAPER INSERT SNAPCHAT GEOFILTERS OUTDOOR BOARDS

FINAL BUDGET March-October: Social Media: $3,400 November & December: Social Media: $5,100 Radio: $18,275 TV: $32,125 Outdoor: $20,000 Print: $14,175 Graphic Design: $4,590 Website: $7,500 Promotions: $3,000 Public Relations: $3,000 Contingency: $1,335 TOTAL: $112,500

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Evaluation, Media Schedule & Final Budget