Little Saigon San Diego Lantern Festival

5th Annual San Diego Lantern Festival 2011Communication Plan

Presented by

The Little Saigon Foundation

4654 El Cajon Blvd, Suite C, San Diego, CA 92115Phone (619)719-0700 Fax (619)521-0310

Components of the market analysis

San Diego Area

Before the implementation of a communication plan, we have to

identify, evaluate and select our target market. The ideal target market

corresponds to specific segments of consumers in the San Diego Area most

likely to come to the Lantern Festival. This evaluation relies on a cross

analysis taking into account two aspects:

Segment attractiveness analysis

Analysis of the competitive advantages per segment

Segment attractiveness

The segment attractiveness analysis takes into account 4 criteria:

• Size: number of people in the segment

• Growth: number of people in the segment not already

attending the Lantern Festival

• Profitability: amount of money likely to be spent by the people in

the segment

• Reachability: Is the segment easily accessed? (Easy access: social media, flyers, newspapers)

Competitive Advantages Analysis

The competitive advantages analysis per segment takes into

account 4 criteria and how the segments are interested in them:

• Service diversity: the variety of activities offered (food, fairs, live performance, etc.)

• Price

• Novelty: Asian Culture = exotic

• Philanthropy: Revitalization and recognition of the Little Saigon District

Results

The segments

in the upper

right corner

have the

biggest

potential: they

are our core

market

Needs and wants of the core market

Communication Plan

I- Objectives: What do we expect from communication?

II- Communication Tools

III- Feedback

I- Objectives

Increase attendance to the Lantern Festival

Reach the breakeven

HOW?

Increase the number of people following us

Getting 10% of people involved on our social media

Getting more big sponsors

II- Communication Tools

We want the people to remember that the Lantern Festival is a

great time to spend, with really beautiful lanterns exhibition, thrilling

dance performances, fairs, rides, contests, good food, and the

promise to a trip to Asia without leaving San Diego: a complete

change in scenery!

Sponsorship Lantern festival website

Local press Social media

Promotion Tourists

Flyers

Sponsorship

Sponsorship enables to create trust in the event. The companies

we are trying to approach have an idea of what the Little Saigon

Foundation and the Lantern Festival are.

We need to advertise the Little Saigon Foundation

Advertising material: sponsorship brochure

Tourists: MTS and San Diego International Airport

Local Press

American newspapers: SD Reader (feeds on arts and music

+ event calendar); 10News; NBC SD; UT SD

Spanish newspapers: Hispanidos unidos; la prensa SD; El Latino SD; Vida Latina SD

Vietnamese newspapers: Nguöi Viêt; Thuong Mai Magazine

FlyersOur core market mostly lives downtown, in the city and surrounding areas, in the suburbs and towns.

Flyer locations:

• Downtown: Asian restaurants, posters in the crowded streets

• Touristic and family areas: Balboa Zoo, Sea World, Seaport Village, Balboa Museums

• Suburbs: Asian Restaurants, Wal-Mart, Ralphs, Trader Joes, Albertsons

• Special events and festivals: Our core market will be attending these events, let’s deal flyers there!

• Hotels: we need to put flyers in our future partner hotels

• Buses and trolleys: Let’s ask MTS to advertise the Lantern Festival (too expensive so far)

Lantern Festival Website

Gives information and let people know what is the event, when it will take place and where

Not enough to advertise the Festival

Change ergonomics of the website, the social media links HAVE TO be on the home page, at the top of it. This is the first thing that one should see when entering the website.

Social media (hard copy)Social media is about getting people involved: dialogue + repetition

Family posts

Food posts

Knowledge of Asian Culture posts: history

Music and Dance performance posts

Price posts

Philanthropy posts

Ethnicity and Travel Posts

Tourists

In order to target the tourists, we need to be present at each step of their

trip to San Diego from trip planning to the actual stay in the city, through

transportation. Repetition of the message is the key factor to have a

successful marketing strategy. We need the tourists to perceive the Lantern

Festival as a not-to-miss event in San Diego.

Trip planning: www.sandiego.org

Entry to SD: Sante Fe Station and SD International Airport

CERTIFIED FOLDER DISPLAY http://www.certifiedfolder.com/

Staying in SD: Hotels, Car rentals, touristic areas and public

transportation CERTIFIED FOLDER DISPLAY

http://www.certifiedfolder.com/

Promotion

Lantern design by pupils = bring the parents to the event

Coupons: Buy a lunch in one of the restaurants of the Little Saigon district, get a coupon usable during the Festival

Social media contests: these events need to beadvertised in the city, on POSTERS

Ex: Earn FREE entrance to the Lantern Festival. Follow us on Facebook

= Increase the number of people on our social media

Feedback

Number of tickets sold

Number of people following us

Percentage of people commenting on our posts

Amount of money raised from sponsorships

Surveys on social media to understand people’s motivations

and better target them

Ex: what are you looking forward the most regarding the

festival? Where did you hear from us?