Marketing & Promotions

January 22, 2015

Emerge 2015 Creative Brief and Marketing Plan (Draft 2)

A. Creative Brief
Event Background
The Emerge Conference is a one-day event that is created, developed, and executed by
media students from the University of Guelph-Humber over their final semester. Emerge
is an educational and engaging event that exhibits the world of opportunity in the media
industry. The event includes hands-on workshops and discussions with key speakers,
experts and media practitioners. Students will gain advice on how to build their own
brand and ultimately how to successfully emerge into the media industry post graduation.

Current and potential issues that may arise include a low budget, difficulties in
communication and a minimal time frame. The fourth year Media Studies class is made
up of students with innovative and unique ideas and outlooks, therefore presenting strong
opportunities for the success of the 2015 Emerge Conference. We have been able to learn
from the mistakes and issues from the previous years conferences, in order to improve
this years event by making it innovative and interactive for students.
Critiques of last years conference have arisen in class discussions including the lecturetype platform and a lack of audience interaction. Students also suggested that there was
too much overlap with speakers and attendees did not get an opportunity to see speakers
they wanted to see.
Our advertising challenge is our lack of funds and low budget allocated to marketing and
promotions. We will use our funds wisely by using our contacts, promoted sponsored ads
and free public ad space. We will also be using GHs and Humber media services (radio,
newspaper) to our advantage to get our messages across to our primary audience.

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January 22, 2015

The Problem
Challenges of the Emerge conference include the spatial capacity of the GH atrium and
the previous lecture-style approach that the conference has seen. This year we hope to
create a conference that is strongly innovative, interactive and hands on. Students will be
given the opportunity to work and learn closely with media practitioners and experts in
their field of interest.
We aim for this event to showcase media students, professionals and experts of various
fields who have proven to break down barriers through new media. We want to show
media students how to be successful after graduation by disproving media stereotypes
and stressing that they can work towards their dream jobs. This event will demonstrate
how to leave a lasting impression on potential employers through the incorporation of
new and innovative media technologies. Students will see how to own their talents to
allow them to make money in the media industry and be their own boss. We will
measure our success through our attendance, social media buzz, ticket sales, and media
relations.
Target Audience

Students with a focus and passion for the media and business industry

Media and business professionals and entrepreneurs

Individuals who want to be successful by building their own brand and

discovering their potential in the ever changing media industry\

1. Primary Audience: GH and other University Media Studies students in the GTA.
2. Secondary Audiences: GH Business students, Humber students, new media start-up
companies and entrepreneurs, high school/university media students, GH Alumni.
Marketing Plan Objectives
1. Attract attendees within our target audiences and sell tickets to the conference
Sell at least 250 tickets to the conference.

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January 22, 2015

2. Utilize effective advertising opportunities that will effectively capture viewers

attention.
3. Utilize advertising techniques that are relatable to new media.
Our advertising will create a buzz for the Emerge conference and attract media and
business enthusiasts. In order to receive adequate ticket sales we need to raise awareness
about Emerge to help the public understand what Emerge is and how it will benefit them.
The goal of our marketing and promotion efforts is to make Emerge known to our target
audiences. Once we have effectively brought the existence of Emerge to the attention of
our audiences, we will encourage them to buy tickets and attend the event. To achieve
this our marketing and promotional materials must be innovative, influential, and
impactful.
USP / Key Message / Advertising Focus
Emerge Evolution 2015 is a one-day conference that is created, developed and executed
by media students from the University of Guelph Humber. The event provides an
opportunity to instruct young media professionals and future graduates on how to break
down barriers through new media. Individuals are given the opportunity to learn and
interact through educational, engaging and entertaining discussions and innovative
workshops.
Key Benefits

Opportunity to learn useful tips from industry professionals about how to succeed
post grad.

Opportunity to network with fellow industry professionals.

Opportunity to gain hands-on experience with the increasingly prominent

spectrum of new media technologies.

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January 22, 2015

Reason to believe / support points

Current media trends show that technology shifts are affecting the value of content and
methods of distribution. Online video, social media and mobile media are expanding
rapidly and companies need to ensure they participate actively in order to reach economic
growth. Advertisers are also demanding more accountability, relevance and interactivity
in the market.
Last years Emerge 2014 conference, there was an estimated 250-300 people in attendance
(including paid guests, invited guests and students).
Audience takeaway / desired reaction
(Desired Reaction) The Emerge Conference provided audiences with an interactive and
innovative atmosphere that allowed me to gain practical hands on experience and
beneficial career advice from industry professionals. I appreciated the opportunity to
network with other business and media enthusiasts from around the GTA and enjoyed
taking part in the interactive and entertaining discussion lead by the impressive panel of
speakers.
Deliverables
1. Promotional Material: informational flyers, posters, banners, save the date
cards etc.
2. Outreach: (on/off campus) Emerge Student Ambassadors, interactive booths,
LinX Media Event, classroom visits, high school visits/invites, contests etc.
3. Online: (*work with EMERGE DIGITAL team*) social media campaigns
(sponsored pages/ads?), promo videos (teaser/commercial x3).
4. Radio: 15-30 second promotional commercials and teasers, radio interview, ads.
5. Television: Sponsored ads, interviews, appearances/commercials (may not fit into
budget look for community channels (Rogers TV etc.).
6. Public Relations: (*work with MEDIA RELATIONS team*) media lists, alerts,
press releases, communication plans etc.

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January 22, 2015

Budget

$15,000 conference budget (total)

No specific amount allocated to marketing campaign. Once we have desired
ads/materials pitch to execs. for approval.

B. Marketing Communication Plan

1. Promotional Material- posters, flyers, banners etc.
Objectives:

Raise awareness of upcoming Emerge Conference.

Inform audiences of what Emerge will consist of (speakers/workshops etc).

Encourage ticket sales to gain conference attendees.

Core strategy(s):

Post flyers/posters/banners etc in high traffic areas of our target markets (ex.
around GH/Humber and other schools/libraries/businesses etc).
Messaging:

Emerge Evolution 2015 is a one-day conference that is created, developed and

executed by media students from the University of Guelph Humber.

The event provides an opportunity to instruct young media professionals and

future graduates on how to break down barriers through new media.

Individuals are given the opportunity to learn and interact through educational,
engaging and entertaining discussions and innovative workshops.

2. Outreach (On/Off Campus) - Emerge Tour, Student Ambassadors, interactive

booths, LinX Media Event, classroom visits, high school visits/invites.
Objectives:

Raise awareness of upcoming Emerge Conference by interacting directly with

target audiences to create involvement and generate a buzz for the event.

Inform audiences of what Emerge will consist of (speakers/workshops etc).

Encourage ticket sales to gain conference attendees.

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January 22, 2015

Core strategy(s):

Emerge Student Ambassadors create hype and initial buzz for Emerge 2015.

Educate peers / students at GH from years 1st-3rd.

Emerge Tour show third year media students what Emerge is all about and what

they have to look forward to next year, help generate ticket sales.
Interactive Booths contests/raffle for Emerge tickets, promotional

material/giveaways and incentives to buy tickets to Emerge 2015.

LinX Media Event (potential date: Wednesday, March 4th), we will be able to
collect ticket sales, put up Emerge promotional material/advertising for the

conference.
Student Visits/Invites pitch to be drafted to invite students/classes/schools to
come out to Emerge (group rates/prospect students).
Messaging:

Emerge Evolution 2015 is a one-day conference that is created, developed and

executed by media students from the University of Guelph Humber.

The event provides an opportunity to instruct young media professionals and

future graduates on how to break down barriers through new media.

Individuals are given the opportunity to learn and interact through educational,
engaging and entertaining discussions and innovative workshops.

3. Advertising- Radio, TV and Social Media

Objectives:

Attract media and business enthusiasts to purchase tickets for the conference.

Inform target audiences about Emerge, key messages and benefits.

Strategy(s):

Our initial advertising strategy will consist of social media to help inform our
audiences about Emerge and the conference. We want to look into the use of
sponsored pages/ads on both Twitter and Facebook, we believe these social media
platforms are the most influential way to reach our desired audiences.

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January 22, 2015

Variety of advertising platforms to communicate to target audiences (budget

depending).
Messaging:

Emerge Evolution 2015 is a one-day conference that is created, developed and

executed by media students from the University of Guelph Humber.

The event provides an opportunity to instruct young media professionals and

future graduates on how to break down barriers through new media.

Individuals are given the opportunity to learn and interact through educational,
engaging and entertaining discussions and innovative workshops.
Potential Sources:

Radio: Radio Humber, 401 Radio, Newstalk 1010

TV: Community channels (Rogers TV, CHCH etc.)

Social Media: Twitter, Facebook, and Instagram.

Newspaper: Guelph-Humber Radix, Humber Et Cetera, Toronto Star, Metro.