FBTSMarketingPlan_Elise_Rebecca_Ivy_Kate_Sandy

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FESTIVAL BY THE SEA
2016 MARKETING PLAN
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Prepared by:
Katherine Dionne
Rebecca Hallquist
Elise Milani
Sandeep Virk
Jiahui Ye
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Professor: Nancy Bodi
SEA 115 -Event Marketing Management
TABLE OF CONTENTS
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■ EXECUTIVE SUMMARY…………………….2
■ SITUATION ANALYSIS
■ EVENT HISTORICAL PERFORMANCE ……3
■ CUSTOMER ……5
■ COMPANY ……5
■ CONTEXT ……6
■ COLLABORATORS ……7
■ COMPETITORS ……8
■ CORE COMPETENCY ……10
■ SWOT ANALYSIS ……10
■ KEY MARKETING ISSUES …………………….11
■ MISSION & VISION …………………….11
■ LONG TERM BRAND/MARKETING OBJECTIVES …………………….12
■ POSITIONING STRATEGY …………………….12
■ 7Ps STRATEGY
■ PRODUCT STRATEGY ……14
■ PRICE STRATEGY ……15
■ PROMOTION STRATEGY ……16
■ PARTNERSHIP STRATEGY ……17
■ PEOPLE STRATEGY ……20
■ PHYSICAL EVIDENCE STRATEGY ……21
■ MARKETING BUDGET …………………….22
■ FINANCIAL PLAN …………………….23
■ REFERENCES & WORKS CITED …………………….24
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EXECUTIVE SUMMARY
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Festival By The Sea will be revived and revamped in 2015, having closed in 2005. Forty years after
its inception, FBTS aims to tap into nostalgic memories of the residents of Saint John, New
Brunswick, drawing on their stories, memories and photos to bring the festival to life once again.
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In 2005, Festival By The Sea was deemed not financially sustainable, having run a deficit for years.
Thanks to several generous donations and general community support, FBTS is able to return
August 11-14, 2016. There will be some noted differences in order for the festival to maintain a
level of financial sustainability: the festival will be revived as a 4-day weekend with 40 live
performances, not including the planned 20 FBTS partnered events around the city, and half of the
performances will be ticketed with individual performance tickets to weekend bundles available for
sale.
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Earned and contributed income strategies will be implemented to ensure the festival’s costs are
met and revenue is generated to cover overhead expenses for future years. Community, tourism
and corporate partners will be forged outside of the original donations. In addition, multi-year
contract agreements with these partners will be signed to ensure long term success of the festival.
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The following promotional strategies will be implemented to increase ticket purchasing and
community engagement in FBTS:
■ Early bird ticket specials
■ Radio sweepstake contests
■ Student/Senior ticket discounts
■ The 1000 FBTS memories collected from the Festival archives, City residents, the
municipality, participating venues from past festivals (1985-2005) to be displayed online and
on the community art at The Saint John Art Art Centre
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In 2005, the organisational structure lacked full time employees and engaged Board Members,
having only two full-time staff to handle the day-to-day operations. Our commitment to
strengthening the festival’s organisational structure will involve hiring more full-time and part-time/
contract staff, and actively pursuing new Board members. By hiring additional staff we will work
towards better managing the 2016 festival, and will rebuild the festival’s six working committees
with the hopes of maintaining longevity.
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SITUATION ANALYSIS
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EVENT HISTORICAL PERFORMANCE
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Festival By the Sea has been a well-received festival within the Greater Saint John community,
which has primarily relied on ticket sales from the festival for its survival as a not-for-proﬁt. This is
evidenced in the Revenue Allocations comparison graph from 2004 & 2005, the last two remaining
years of the festival’s run before its break:
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Unfortunately, the Festival had become accustomed to offering complimentary tickets as the main
feature of their sponsorship package, as this record of Main Stage tickets distributed
(complementary and sold) and then used from the ﬁnal Festival in 2005 shows:
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Based on the Income Statements for 2003-2005 (below), the Festival was not ﬁnancially
sustainable in its ﬁnal years, but thanks to the generous support of new governmental and
business sponsors, a general community longing for the return of this great Saint John tradition,
and due to the new strategies to be put in place, Festival By the Sea will be revived for August
2016. The new strategies are elaborated upon under Positioning Strategy.
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CUSTOMER
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■ Primary geographic audience lives in the Greater Saint John area.
■ Based on the 2005 attendee, 44% of the attendees are between the ages of 35-59
■ Attendees 35-44 make up 22% of the total festival participants
■ Primary interested in popular music
■ Most likely to attend children’s performance
■ Age most interested in theatrical performances
■ Most likely to attend choral and symphonic performances
■ 36% attendees between the 15-34
■ Least likely to attend classical, operatic, and theatrical performances
■ Primary interest in popular music performances
■ 20-24 year-olds were the least likely to attend children performances
■ Age most interested in popular music
■ 20% of attendees were over the age of 60
■ Primary interest is theatrical performances
■ Least interested in popular music performance (only 7%)
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COMPANY
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■ First festival was in 1985, with the last festival in 2005
■ Nonprofit festival that did not do well financially. Never made a profit to reinvest in the
festival operations.
■ Used to run off two full time staff (General Manager and Event Coordinator), and a Board of
Directors (BOD)
■ 15 member BOD
■ BOD met regularly and several members were involved and chaired seven
committees:
■ programming
■ marketing
■ fundraising
■ executive
■ nominations
■ venue selection
■ volunteer
■ 150 volunteers and 30 temporary employees were also apart of the festival
■ Production and volunteer coordinator positions began in April
■ The rest of the temporary employees were typically students
■ Service recognition pins were given to volunteers who had served five years with
the festival
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■ During its years running, the festival saw 300+ artists wishing to perform at the festival
■ Only charged admission for 9 of the 100 concerts offered
■ Took place at nine different venues in the Greater Saint John area
■ Took place in mid-August every year
■ Originally ran 14 days but was trimmed to 9 days in 2000
■ Main venue was an open air stage in the heart of the city on the Bay of Fundy
■ The key functional areas of the festival’s success are: marketing, program development,
and fundraising
■ Sponsorships and volunteers only assured by previous year’s success
■ FBTS had to justify its existence every year making it hard for long-term planning
■ FBTS needed to raise its profile, along with maintaining its reputation as a high-quality,
economically accessible, Canadian centered, and community based festival.
■ Needed to profit to ensure continuity and city officials stated the future relied on corporate
sponsors and audience (the importance of a community event was lost on the officials)
■ 2015 will mark the revival after 20 years of not running, and 40 years since its first festival
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CONTEXT
 
Political:
In the early 2000s when the Festival was nearing insolvency, political figures in Saint John and
New Brunswick were losing their faith in and enthusiasm towards the Festival.
Today, the federal government is becoming increasingly conservative resulting in fewer grants
for arts and culture.
 
Economic:
Unemployment rate among youth is the highest it has ever been. New Brunswick’s rural
economy is primarily forestry, mining, farming, and fishing. The urban economy is service-
based: health care, educational, retail, finance, and insurance sectors.
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Sociocultural:
The population is becoming more educated, with less work experience.
The population is increasingly aging (19% of the population is expected to be 65+ by 2021).
New Brunswick currently has the second largest percentage of seniors (65+) in Canada and it
is expected to grow by 13% between 2011 & 2036 (CANSIM).
Bilingual province (French and English) although predominately English is spoken in and around
the immediate area of Saint John, N.B.
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Technological:
Social media is a great tool to gain free publicity. When the festival originally ran, it did not fully
utilise online services available, nor were as many options available.
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Environmental:
Increasingly environmentally conscious society. Maintaining low energy usage is celebrated.
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Legal:
Needs to be an awareness of road closure permits, public space bylaws, Special Occasions
Permits (for sale and distribution of alcohol), and any changes for the aforementioned
municipal legislation.
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COLLABORATORS
 
Past Sponsors (primarily from 2005) include:
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■ The City of Saint
John
■ The Province of
New Brunswick
■ The Government
of Canada
■ Sobeys Inc.
(Presenting
Sponsor)
■ Du Maurier &
Global (Platinum
Sponsors)
■ Irving Oil Limited,
Geenet.ca,
Market Square
(Gold Sponsors)
■ NBTel (Silver
Sponsor)
■ Tim Hortons,
K-100, CHSJ
Radio, CFBC &
C98 (Bronze
Sponsors)
■ Amex Canada Inc.
■ Atlantic Lottery Corp.
■ Beaver Lumber
■ Brunswick Chrysler
Dodge
■ Brunswick Square
■ Castle Funeral Homes
■ Cendant Canada Inc.
■ Coca Cola Ltd.
■ Cyber Solutions
■ Colpitts Office
Products
■ Discount Car rentals
■ Downlink
Communications
■ “Here” newspaper
■ HSBC (Hong Kong
Bank)
■ Loch Lomond Mall
■ McGale &
Associates Inc.
■ Moosehead
Breweries
■ Nesbitt Butns
■ Office Outfitters
■ Sabien Cymbals
■ Saint John Times
Globe
■ Scotia McLeod
■ Sunbury Transport
■ Walker Insurance
■ Wilbers Garden
Centre
■ Xerox
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COMPETITORS
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There are 13 festivals happening during the same month as Festival By The Sea in New Brunswick.
These festival themes range from music, arts, cultural, and religious focus.
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Type Name Photo
Music Performance
& Arts Exhibition
Artists on the Boardwalk
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(The Boardwalk functions as
one of very few pedestrian
spaces in Florenceville-
Bristol, where street
performers, craftsmen, and
artists actually have a large,
attentive and international
audience on a daily basis).
Music & Culture
Performance
La Foire Brayonne
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(The Foire Brayonne is a
music and cultural festival
held each summer in
Edmundston, New Brunswick
since 1979).
Music Performance The Sunseekers Ball Music &
Arts Festival
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(Outdoor Music Festival -
August 18, 19, 20, 21 2011 -
2393 Route 790 in Chance
Harbour, New Brunswick).
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Music Performance Miramichi Folksong Festival
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(The Miramichi Folksong
Festival: Five days of music
for the entire family; Gospel
Concert; Singers, Dancers &
Fiddlers).
Music Performance New Brunswick Summer
Music Festival
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(The New Brunswick Summer
Music Festival is a
professional classical
chamber music festival now
in its second decade. Atlantic
Region audiences).
Culture Promotion Festival acadien
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(The Festival acadien de
Caraquet: a leader in cultural
promotion in Acadia for
almost 50 years. Festival
highlighting Acadian culture in
the Lanaudière region
through a program focused
on the history and Acadian
roots of many local
communities).
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CORE COMPETENCIES
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Festival By the Sea has a very high volunteer retention and satisfaction from year-to-year, and it
is not uncommon for volunteers to return to the festival for up to 5 years.

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SWOT ANALYSIS
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STRENGTHS
■ Has a nostalgic historical connection to residents in Saint John
■ Rich experience of a multi-disciplinary arts & culture festival
■ History of close relationships and great reputation with Canadian artists
■ Loyal staff who served the festival for more than a decade
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WEAKNESSES
■ Relied too heavily on key sponsors
■ Limited paid staff
■ Employees did not have shared values
Tangible Intangible Capabilities
■ Volunteer recruitment
■ Strong community
partners
■ Strong Canadian talent
■ Historical roots
■ Name recognition
■ Nostalgic appeal to
residents of Saint John
■ One of few large
festivals on the east
coast that provides
diverse canadian talent
in multiple genres
■ Strong collaboration
with community
partners.
■ Being a long standing
festival between
1985-2005, FBTS has
a special historical
meaning to the
residents of Saint
John. This allows for
attendees to regain an
emotional connection
with the festival upon
its return.
■ Able to generate
support and interest in
the Festival through
Staff contacts
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■ Financial management and cash flow budgeting
■ Difficulty in attracting and maintaining qualified employees
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OPPORTUNITIES
■ Collaborations with educational institutions i.e. the graduate students from the University of
New Brunswick as marketing consultants for the Festival
■ Bus tours and cruises are becoming increasingly more active in the area and partnerships
could develop to help give people more of a positive lifestyle experience
■ Growing understanding of importance of festivals to tourism and local economical
development could result in a stronger partnership with the municipality and province
■ Sponsorships opportunities with nation-wide organizations and companies
■ A shift in positioning of “sponsors” as “partners” results in a greater share in the expenses
and needs of the Festival and a greater feeling of investment in the event
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THREATS
■ New Brunswick economy ranked one of the worst in Canada (CBC News)
■ The number of arts and culture grants are gradually decreasing
■ Environmental constraints and uncertainty
■ Change in demographics and psychographics in Saint John
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KEY MARKETING ISSUES
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i. Brand management - develop strategic festival vision and brand positioning strategy
ii. Festival sustainability – evaluate festival model and opportunities to improve financial
performance
iii. Organizational structure & processes – evaluate effectiveness and efficiencies; board
governance (business plan)
iv. Festival partnership & fundraising – develop strategy and acquire skills to propel forward
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EVENT VISION & MISSION
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VISION
Be the leading sustainable arts festival in the Maritimes to provide a range of cultural performances
showcasing Canadian talent. 
 
MISSION
Work as a nonprofit festival that aims to showcase Canadian artistic talent, while remaining
financially, socially, and physically accessible to individuals and families in the Greater Saint John
Area, allowing for the greatest number of citizens to attend.
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LONG TERM BRAND/MARKETING OBJECTIVES
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‣ Obtain at least six local partners/sponsors for two year contracts
‣ Secure a naming rights corporate sponsor for at least ﬁve year contract
‣ Have 40% of earned income through advertising sales
‣ Maintain an online digital annual reach of 150M over a three year span
‣ Brand recognition amongst 75% of the Maritime population by 2018
‣ Have 60% of tickets for events sold by the beginning of July before the festival
‣ community partners run events
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POSITIONING STRATEGY
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PRIMARY TARGET MARKET: FRONTIER FAMILIES
Demographic:
■ 30-50 years-old
■ Family members
■ Middle-income
Geographic:
■ Saint John, New Brunswick
■ Greater Saint John area
■ Province of New Brunswick
Psychological:
■ Looks to enjoy a good time with family members
Behavioural:
Lifestyle
■ Owns a car
■ Live with children and/or parents
■ Looking for activities which can be done with all the family members
Leisure
■ Supermarket shopping
■ Weekly outdoor activities
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SECONDARY TARGET MARKET: EMPTY NESTERS
Demographic:
■ age 45+
■ Professionals/retirees whose children have moved out of the family home
Geographic:
■ Saint John, New Brunswick
■ Greater Saint John area
Psychological:
■ Interested in arts, culture and entertainment
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■ Support local artistic talent
■ Christian and politically conservative values
Behavioural:
Lifestyle
■ Give to charity
■ Own cars
■ Looking for activities to ﬁll their schedule
■ Own their house/apartment
Leisure
■ Going to concerts and the theatre
■ Shopping
■ Fixing and maintaining cars
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CONSUMER INSIGHT

■ Frontier families want unique, memorable and easily accessible festival experiences with
their family/friends in Saint John, New Brunswick.
■ Empty nesters want enjoyable and familiar activities to spend their increasing leisure time in
Saint John, New Brunswick.
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POINT OF DIFFERENCE

■ Festival by the Sea is the largest arts and culture festival in the Maritimes showcasing
Canadian talent.
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REASON TO BELIEVE

■ Festival by the Sea is easily accessible for Saint John residents, and provides high-quality
multi-disciplinary art performances that will build on to the festival’s pre-established legacy.
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RATIONAL BENEFITS

■ Located around Saint John in multiple venues that allows for convenient and ﬁnancial
accessible entertainment
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EMOTIONAL BENEFITS

■ Feel proud to live in a city with the largest Canadian arts and cultural festival in the
Maritimes.
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POSITIONING STATEMENT

To frontier families, Festival By The Sea is the leading multi-faceted arts event in the
Maritimes, that promises to strengthen attendees’ connection to Canadian culture and local
pride because this festival is an accessible and renewed beloved Saint John tradition.
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BRAND ESSENCE

Multi-faceted, accessible, authentic, local and Canadian culture
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PRODUCT STRATEGY
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Goal
To act as a cultural component of Maritime heritage while showcasing Canadian talent from across
the country and allowing for the greatest number of citizens to access these performances.
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Objectives
■ To book four well-known artists to headline over Friday-Sunday.
■ To hold 15-20 events that align with clubs, bars and other entertainment locations.
■ 30% of attendees attracted will have attended the festival previously
■ Have ﬁve themed venues around the city (i.e. popular music, classical/symphonic, folk/
bluegrass, blues/jazz, children)
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Strategy
Hold festival over a weekend, and extend invitation to local venues to host their own events.
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Plan
■ Hold the festival over a four-day period (Thursday to Sunday, August 11-13, 2016) instead
of the usual 9-days
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■ Host 40 concerts (down from the original 100) over the four days, with half the
performances being free.
■ Main festival venue will be a stage located by the Bay of Fundy
■ Sub-festival locations will be in local bars, galleries, and libraries. With small pop-up
stages around the city.
■ Invite 20 bars and venues to participate as partnered festival locations and host their own
events
■ Create certain themed venues that can attract different segmentations.
■ Popular music → geared towards youth and contemporary adults
■ Classical/symphonic → geared toward culture seekers
■ Folk/bluegrass → geared toward young adults, and older rural communities
■ Blues/Jazz → geared towards contemporary adults
■ Children → geared towards families
■ Diversify the festival offerings to better suit our target markets (e.g. include a beer garden,
or family zones)
■ Host a Battle of the Bands competition during the festival to encourage youth participation
and bring their families and friends
■ Use the established history of the festival to re-introduce this year’s event
Day Thursday Friday Saturday Sunday
Time 5:00pm -10:00pm Full day Full day 9:30am - 4:00pm
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■ To sign well-known acts on Friday and Saturday evening performances (e.g. Jim Cuddy or
Alanis Morissette)
■ Create contacts within the Canadian music industry
■ Create contracts/riders for entertainment acts
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PRICE STRATEGY
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Goal
To offer value to festival participants to maximize attendance and spending at the festival.
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Objectives
■ Increase ticket sales by 10% per day
■ Increase festival attendance by 7%, with an additional 2% on Saturday and Sunday
■ To provide a wide variety of merchandise at a competitive price, increasing sales by 5%
■ To elevate consumer satisfaction, measured through an online survey (on a scale of 1-10)
post-event, by 20%.
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Strategy:
■ Create bundles to encourage festival-wide participation while generating proﬁt through
ticket sales
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Plan:
■ Provide consumers with the option of purchasing day passes, in addition to the full
weekend passes and single tickets for select performances.
■ Provide special bundles and/or early bird prices in order to let people share this festival with
their friends in advance.
■ People who complete the online survey after the festival will be entered in a draw to win a
$100 gift card to be used at our sponsor restaurant.
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Type Detail Price
Single Ticket 20 Performances Varied Per Performance
Day Pass One adult $75
Weekend Pass One adult $120
Student/Senior Weekend
Pass
With proper photo
identification
$95
Family Weekend Pass 2 adults and/or 2
children(under the age of 14)
$185
(Additional $20 per added
child under the age of 14)
Early Bird special a special 25% off code
offered in the social media
promotion period
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*tickets can be purchased online through the FBTS PayPal account
*tickets/passes will also be available for sale through 50 partner ticketing and promotion locations
(partner restaurants, pubs, etc.)
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Entertainment Costs/Fees
■ Artist Fees - $200,000
■ Travel/Hospitality - $50,000
■ Production:
■ Main Stage - $75,000
■ Secondary Venues - $25,000
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Merchandising Prices:
■ Tote bags - $25.00
■ T shirts - $15.00
■ Key chains/Lanyards - $3.00
■ Commission (CDs, poster and souvenir of some performers) - $5 -$15.00
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PROMOTION STRATEGY
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Goal
To promote Festival by the Sea in a cost-effective and engageable manner, while utilizing the
history, of the festival in Saint John.
Objectives
■ To partner with local community radio stations to host radio sweepstake contests three
weeks before the festival, for a total of 150 minutes of air time.
■ Garner followers on Facebook and Twitter with our sweepstake contests: 5,000 likes on
Facebook and 2,000 followers on Twitter by a week before the Festival.
■ Forge collaborations with 1 local art gallery, the municipality, and participating venues and
artists from past festivals to create a collection of 1000 submissions of memories from
1985-2004 online and on the community board.
■ Have 50 different promotional channels for patrons to buy tickets (e.g. participating
restaurants, pubs, websites, galleries etc.) by June 2016.
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Strategy
Take advantage of the festival’s history and the emotional sentiments behind its revitalization,
and use personal stories and photos to promote the event in digital and physical forms.
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Plan
■ Utilise the opinion section of the local newspaper to have people share stories and
memories from FBTS
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■ Have special free events where you have to “Like” FBTS Facebook page to receive ticket
invite.
■ Have radio contests giving away free weekend passes daily for two weeks through having
callers guess clips of old Canadian songs.
■ Early bird ticket sale prices to promote the event and encourage early ticket purchasing
■ Utilise Instagram, Twitter, and Facebook to encourage people to post their own photos
from FBTS and their personal stories.
■ Collect these photos to create an online photo contest
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Timeline
May
■ Start announcing performers and venues that will be participating
■ Create an opinions section in local newspaper to begin sharing festival memories
June
■ Promotional materials will be released
■ Tickets go on sale
■ Start putting up posters around the city
■ Radio ad campaigns begin
■ Early bird promotions begin
July
■ Radio contests: play clips of Canadian songs and whomever calls and guesses wins two
tickets
■Happens once a day for two weeks
■ 8 week sweepstake competition
■Multiple prizes (donated by sponsors & include festival tickets)
August
■ Street team is hired to promote musical performances
■ Photo installations are placed around the city
■ Festival begins
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PARTNERSHIP STRATEGY
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Goal
Establish and maintain relationships with local government, transportation and tourism companies,
and local businesses to ensure the longevity and financial success of Festival By The Sea.
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Objectives
■ To obtain a Government grant totalling at least $100,000, receipt of which FBTS will be
notified by August 2015.
■ To secure at least five main sponsors by January 2016
■ Naming/Presenting Sponsor
■ Media Sponsor
■ Tourism Sponsor
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■ Food & Beverages Sponsor
■ Transit Sponsor
■ To leverage half of festival production costs through in-kind donations and partnerships by
July 2016.
■ To persuade the New Brunswick Minister of Tourism, Culture & Sport, Bill Fraser, and the
Mayor of Saint John, Mel Norton, to vocalize their support of the festival on social media
and public addresses by the 2016 event date.
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Strategy
Create brand recognition and generate revenue for Festival By The Sea and their partners/
sponsors.
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Plan
Government Partnerships
■ Canadian Arts Council
■ Council promotes arts, entertainment and culture
■ Apply for arts festival/music/artist grants in order to help for the funding of entertainment
throughout the festival through the Canada Arts Council website
■ Saint John City Council
■ Community Arts Funding Program: provides funding for non-proﬁt and/or cultural services
within Saint John
■ Province of New Brunswick
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Tourism Partnership
■ Freedom Tours & Travel
■ Hosts tour companies, student groups and families/friends from around the world who are
visiting Saint John, New Brunswick and Atlantic Canada
■ Locally owned and operated company
■ Member of the Tourism Association of New Brunswick
■ Services include motor coach tours, river cruises, boat cruise tours and more
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Promotion Partnership
■ Saint John Transit
■ Pattison Outdoor Advertising: Advertising Agency for Saint John Transit for both interior/
exterior bus advertising
■ Options of advertising includes on the bus itself, bus panels, bus shelters and bus wraps
■ Provide city tours, airport and charter bus services
■ Services extend through the main lines, west and east-end routes, north and south routes
and comex areas in New Brunswick
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Promotional & Public Relations Partnerships
■ CBC (Network & Radio) - Saint John, New Brunswick
■ Radio - CBC accepts PSAs for non-proﬁt organizations
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■ Network - Communications and partnership contact information provided on website
■ Target audience: frontier families
■ Local 107.3FM
■ Listener supported community and campus radio station in Saint John
■ Discuss local arts, culture, music and community news
■ Target audience: trendy youth
■ Eventbrite
■ Provides a tool to manage Festival By The Sea ticket sales, registration and attendance
■ Online application widely implemented and used by Saint John residents for events
including Snowfest, Red Triangle Award Gala, Hair of the Dog Brunch and more
■ Telegraph-Journal, Brunswick News Inc
■ New Brunswick’s provincial newspaper and Saint John’s community newspaper
■ Informs Saint John residents about both global and local news, businesses, sports,
entertainment and arts
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Product Partnerships/Sponsorships
■ Beer Company
■ Partner with one-two local beer breweries (Big Tide Brewing Co., Moosehead Breweries,
etc.)
■ Beaver Buzz (Energy Drink)
■ Canadian-owned company that provides three main energy drinks (Citrus, Saskatoon
Berry, Green Tea)
■ Available at London Drugs, the Real Canadian Superstore, 7/11, and numerous other
independent retailers
■ President’s Choice
■ Owned by Loblaw Companies Limited
■ Offers a variety of grocery and household items and provides ﬁnancial services
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Company Partnerships
■ Securitas
■ Security services include On Site Guarding, Mobile Guarding, Remote Guarding,
Technology Solutions, Corporate Risk Management and Investigations
■ Customized security package can meet the needs and wants for Festival By The Sea
■ MCR Rental Solutions
■ Provides full AV equipment rental coverage in New Brunswick
■ Products include microphones, mixers, speakers, projector screens, and more
■ CIBC
■ Locations all across Canada
■ Organization has a strong focus on sponsoring arts, culture and sporting causes and
events; apply for funding online and most organizations receive donations of less than
$10,000
■ Morris Music Ltd.
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■ New Brunswick musical instrument store and provides music lessons for bass, drums,
piano, fiddle and guitar
■ Other services include music instrument rentals, commercial sound and video installations,
and more
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PEOPLE STRATEGY
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Goal
To restructure the Festival Board and staff in 2 years to ensure an even distribution of workload
across the two bodies with a distinct plan to maintain the Festival’s partnerships, and therefore,
fiscal sustainability.
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Objectives
■ To have a functional Fundraising Committee, with clearly articulated fundraising goals for
the year, comprised of 5 core members by November 2015.
■ To have at least one staff member (full-time, part-time or contract) on each of the 6
functional committees by April 2016.
■ To be able to hire 3 additional full-time staff (1 contract) and 2 more part-time staff by April
2017.
■ To have at least 50 trained festival volunteers that work at least two days of the festival.
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Strategy
Recalibrate the staff structure to hire more employees, properly outline the functions and rebuild
the Festival’s 7 working committees.
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Plan
■ Through applications for government youth employment grants, arts & culture grants, and
sponsorship funding:
■ Hire 1 full-time Partnership Coordinator by September 2015 under a two-year
contract
■ Create a Marketing Manager position that will be full-time contract (9 months) to be
filled by January 2016.
■ Make the Production Coordinator position a part-time staff position, to be filled by
February 2016 for a minimum of one year
■ Actively pursue Board Members, especially to sit on the Fundraising Committee, through
local business and tourism organization partnerships
■ Establish Fundraising Committee goals for Year 2016 by December 2015 as a committee in
collaboration with the General Manager and Event Coordinator
■ Train 50 festival volunteers who will commit to work two days of the Festival and include
volunteering incentives (cover meals with the Food/Beverage Sponsor, a small merchandise
gift in their welcome package, the opportunity to attend the Volunteer Appreciation Bashes)
■ Plan to continue the tradition of distributing service recognition pins to volunteers after they
have served five years with the festival in a special evening celebration (any previous
!20

volunteers from before 2005 who return will have their previous years count towards
earning this recognition pin)
!
!
!
!
PHYSICAL EVIDENCE STRATEGY
!
Goal
To tap into feelings of nostalgia and the excitement of rejuvenation regarding the re-introduction
of Festival by the Sea through promotional campaigns and art installations with a strong
physical presence throughout the City of Saint John.
!
Objectives
■ Have 5 bus shelter posters situated at major transit hubs starting from June 2016.
■ Have 15 poster art installations erected around a 15 kilometer radius of the main stage
from two weeks leading up to the festival.
■ Have 7 stand-alone festival venue layout maps staged around the City including the
locations of satellite participating venues by festival weekend.
■ Have naming sponsor and festival name on volunteer T-shirts being worn at venues around
the city.
!
Strategy
To ensure the visibility of the Festival by the Sea brand and of the festival’s sponsors through
consistent visual festival identity and nostalgic images.
!
Plan
■ Purchase advertising Saint John Transit for bus shelter posters
■ Holographic: One angle shows the festival in the present years, the other angle
shows an old photo of the festival from 1985
!21

■ The large main stage over looking the Bay of Fundy
■ Old festival photos from the 90s plastered against the walls of buildings in the downtown
core
■ Sponsor site
■ Festival By The Sea colours and logo
■ Decor design
!
!
MARKETING BUDGET
!
FBTS MARKETING BUDGET
YR 2016
OFFLINE
In-kind radio air time (60 mins) - CBC/107.3FM $ 3,500
Postering
-Design fees $ 6,000
-Printing costs (in-kind) $ 3,500
-Bus & Public Art Installations $ 17,000
In-kind print advertising - New Brunswick News
Inc.
$ 1,000
Signage & the Event Program $ 3,500
ONLINE
Website Hosting $ 3,000
-Website design fees $ 6,000
-Consultation/selling $ 7,000
-Bloggers $ 2,500
-Trailer video Production Fees $ 5,000
Eblasts -Constant Contact annual subscription $ 1,200
Facebook ads $ 3,000
Sweepstakes - 8 weeks
-Web Promotion $ 3,000
!22

!
!
FINANCIAL PLAN
!
!
-Prizes (donations from sponsors
+ comp Festival ticket packages) $ 4,000
Administration $ 30,000
Expenses Misc. $ 1,500
TOTAL $ 88,700
2003 Actual 2004 Actual 2005 Actual 2016 Projected
Revenue
Ticket Sales 87,696 82,637 88,778 112,450
Sponsorships 265,952 255,147 242,513 278,843
Grants 114,212 132,731 93,498 115,300
Merchandise/Other 14,173 3,621 2,358 10,500
Food/Beverages 4,000
Total Revenues $482,033 $474,136 $427,147 $521,093
Expenses
Administration 121,081 125,839 108,602 130,000
Labour 39,605 35,841 42,125 43,696
Marketing 89,636 80,700 63,661 88,700
Merchandise 15,204 10,166 4,000
Performer’s
Expenses
109,712 125,232 126,966 125,000
Production 114,867 101,516 94,313 100,000
Program
Coordination
8,500 10,381 10,000 10,025
Total Expenses $499,967 $489,675 $445,667 $501,421
Net Income ($17,934) ($15,539) ($18,230) $19,672
!23

REFERENCES & WORKS CITED
!
1. "2014 MGMA Awards." Maritime Gospel Music Association. N.p., n.d. Web. 14 Apr. 2015.
<http://www.mgma.ca/>.
!
2. "About the Festival." Miramichi Folk Song Festival. N.p., n.d. Web. 14 Apr. 2015. <http://
www.miramichifolksongfestival.com/about.html>.
!
3. Bodi, Nancy. “King Fest Music Festival Celebrate Ontario Grant Application.” SEA 115 - Event
Marketing Management Readings. 2008. Print.
!
4. Bodi, Nancy. “YRAC Tourism Partnership & Yorkscene.com IMC Plan.” SEA 115 - Event
Marketing Management Readings. 2014. Print.
!
5. "Canadians in Context - Aging Population." / Indicators of Well-being in Canada. N.p., n.d.
Web. 14 Apr. 2015. <http://www4.hrsdc.gc.ca/.3ndic.1t.4r@-eng.jsp?iid=33>.
!
6. "Festival Acadien De La Nouvelle-Acadie." Bonjour Québec. N.p., 01 Aug. 2014. Web. 14 Apr.
2015. <http://www.bonjourquebec.com/qc-en/events-directory/festival-special-event/festival-
acadien-de-la-nouvelle-acadie_266391483.html>.
!
7. "Festivals, New Brunswick." Festivals, New Brunswick. N.p., n.d. Web. 14 Apr. 2015. <http://
new-brunswick.net/new-brunswick/festivals.html>.
!
8. "New Brunswick Summer Music Festival." Tourism New Brunswick. N.p., n.d. Web. 14 Apr.
2 0 1 5 . < h t t p : / / w w w . t o u r i s m n e w b r u n s w i c k . c a / P r o d u c t s / N /
NewBrunswickSummerMusicFestival.aspx>.
!
9. News, CBC. "New Brunswick's 'struggling' Economy Ranks near Bottom of Report - New
Brunswick - CBC News." CBCnews. CBC/Radio Canada, 15 May 2014. Web. 14 Apr. 2015.
<http://www.cbc.ca/news/canada/new-brunswick/new-brunswick-s-struggling-economy-
ranks-near-bottom-of-report-1.2642653>.
!
10. "Photos." Symposium De Peinture RendezVous Des Artistes. N.p., n.d. Web. 14 Apr. 2015.
<http://www.rendezvousdesartistes.com/photos/2013-2/>.
!24

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