1. INDEPENDENTS’ DAY EVENT
Marketing Plan
Full Sail University
Project and Portfolio IV

2. 1
1.0 Executive Summary
2.0 Situation Analysis
2.1 Event Summary
2.1.1 History
2.1.2 Mission/Vision
2.1.3 Event Goals
2.2.4 Orlando Main Street Program
2.3 APGD Event Risks
3.0 Market Analysis
3.1 Personas
3.1.1 Sofia Spence Female Persona
3.1.2 Bruce Sainz Male Persona
3.1.3 Barbara Ramos Female Persona
3.2 Competition
3.2.1 Related Events
3.2.2 Retail Chains
4.0 Operation Strategy
4.1 Event Plan
4.2 Timed Activity Details
4.2.1 Yankee Doodle Dog Dash
4.2.2 Patriots Pursuit
4.2.3 Flavors of Freedom
4.2.4 Picnic in the Park
4.2.5 Independence Giveaway
4.3 Ongoing Activity Details
4.3.1 Photobooth
4.3.2 Mural
4.4 Partner Activity Details
4.4.1 Business Workshops & Tours
4.4.2 Sponsor Activations
4.4.3 Vendors
4.5 Entertainment
4.5.1 Buskers
4.5.2 Live Band
4.5.3 Fireworks
4.6 Volunteer Staff
4.6.1 Ticketing Staff
4.6.2 Parking Staff
4.6.3 Timed Activity Coordinators

3. 2
4.6.4 Ongoing Activity Coordinators
4.6.5 Stage Crew
4.6.6 Pyrotechnic Crew
5.0 Marketing Strategy
5.1 Cost to Enter
5.2 Ticketing Platform
5.3 Promotion
5.3.1 Social media Strategy
5.3.2 Targeting Strategy
5.3.3 Hashtag Strategy
5.3.4 Paid Promotion Strategy
5.4 Key Metrics
6.0 References
7.0 Appendices

4. 3
1.0 Executive Summary
The Audubon Park Garden District is a dynamic organization dedicated to enriching the
community through public art, engaging community events, Orlando's pioneering eco-district, a
vibrant community newsletter, and numerous other initiatives. The APGD works tirelessly to
sustain and enhance the unique character that defines its identity.
Currently, APGD is hosting a community event called “Independents’ Day” which celebrates the
local shops and businesses located at the heart of APGD. This event has the purpose to increase
spending at local shops, increasing attendance at APGD events, and enhance the overall visibility
of tourists outside Orlando. These goals are discussed in greater detail in section 2.1.3. This
marketing plan will outline key plan objectives, tactics, and actions to effectively meet these
goals.
The outline starts with an event summary in section 2.1, discussing the core of the event and
what the event is. In section 3.0 a detailed marketing analysis is done, highlighting the personas
of potential attendees, and analyzing the target market and key communities needed to market
towards. Section 4.0 covers the operation of the event, discussing in detail the timed activities
volunteer staff needed, and the logistics of the event. Section 5.0 contains the organic and paid
promotional strategy needed to capitalize on the key personas identified in section 3.0. This
marketing outline also contains an appendix with a detailed schedule of the event, a content
calendar for scheduled posting, and a detailed budget.

5. 4
2.0 Situation Analysis
2.1 Event Summary
The Independents Day event is a single day located in Audubon Park Gardens District that starts at 9 AM
and lasts until 9 PM. A suggested location to host the event is in the grass church lot where vendors can
set up and host activities. This event is going to have a fee to enter which comes with a variety of unique
and fun activities to participate in such as:
● Yankee Doodle Dog Dash
● Patriot’s Pursuit
● Flavors of Freedom
● Picnic in the Park
● Raffle Prize Giveaway
These events will be timed throughout the day to retain customers and maximize event participation. This
event encourages local businesses to create their own unique activity which comes with the ticket sale to
increase the amount of spending done to local shops. Event examples include the following:
● La Femme Du Fromage - Wine and cheese pairing with samples
● Lobos Coffee Roasters – Making the perfect seasonal brew
● Redlight Redlight - 4th
of July mixology Class and a sample flight of craft beer
● Porch Therapy – Making miniature biodomes for your porch
All events will be timed in a way where one person could attend all events and classes with only the $20
ticket. The event will also host several unique buskers that will provide entertainment throughout the day.
To close the event the live band will begin performing at 7:30 PM and play until 9 PM
2.1.1 History
This event in the past was a week-long ordeal where local shops and vendors would post up on the streets
from 6-9 pm for an entire week without adding any new value or drivers for people to attend every night.
We aim to change this into a single day that will include more value to the customer as well as provide
more involvement for the local businesses to participate.
2.1.2 Mission/Vision
The Audubon Park Garden District is a dynamic organization dedicated to enriching the community
through public art, engaging community events, Orlando's pioneering eco-district, a vibrant community
newsletter, and numerous other initiatives.
As an accredited Orlando Main Street program and a subsidiary of the National Trust for Historic
Preservation, the Audubon Park Garden District stands as a proud member of the eleven Orlando Main

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Street programs. Established in 2008, the APGD was created with the vision of elevating the
neighborhood and fostering the independent spirit of its residents.
Through initiatives such as water plant management, litter clean-up, and collaboration with diverse
community stakeholders including small businesses, nonprofits, residents, property owners, and the City
of Orlando, the APGD works tirelessly to sustain and enhance the unique character that defines its
identity.
2.1.3 Event Goals
The goal of the Independents Day event is to accomplish three goals:
● The primary goal is to increase spending at the event, specifically by supporting local shops and
vendors. To achieve this, we will emphasize interacting with these businesses through unique
activities. Each participating business will host an activity that promotes purchases. The objective
is to raise spending by at least 20% for each business involved.
● The second goal is to boost event attendance and engagement. We plan to advertise in four
untapped markets within Audubon Park Garden District, including Celebration Florida,
Downtown Historic Winter Garden, Maitland, and Windermere. By targeting these communities,
we aim to attract 30% more visitors and encourage them to stay longer, leading to increased
participation in the event.
● The third goal is to boost the event's visibility among tourists from outside Florida. We will
achieve this by ramping up advertising in popular tourist locations, including Airbnb ads, Viator
Florida tour postings, and airport flyers promoting a visit to APGD. The objective is to create five
distinct advertisements in high-traffic tourist areas.
2.2.4 Orlando Main Street Program
This event is sponsored by the Orlando Main Street program which is matching up to half of our budget.
As a Main Street America™ Coordinating Program, Orlando Main Streets helps to lead a powerful,
grassroots network consisting of over 40 Coordinating Programs and over 1,200 neighborhoods. Audubon
Park Garden District is proud to be a participant in this program.
2.3 APGD Event Risks
Below is a list of some of the potential risks this event contains:
-Limited Space: The area might have limited space to accommodate many attendees. This could lead to
overcrowding, making it challenging to maintain a comfortable and safe environment.
-Traffic and Parking Issues: Hosting this event could result in increased traffic in the area, which might
lead to congestion and parking problems. Volunteer parking staff will be hired to solve this potential issue.
-Adverse Weather Conditions: Outdoor Florida events are susceptible to adverse weather conditions, such
as sudden heavy rain, thunderstorms, or extreme heat. Cold bottled water will be for sale from multiple
vendors at the event.

7. 6
3.0 Market Analysis
The market analysis of APGD reveals a target audience characterized by their preferences for
sustainability, localism, and community engagement. The community consists of diverse age groups,
including young professionals, families, and retirees. APGD's geographic location in Orlando offers
convenient accessibility and showcases a commitment to sustainability through its eco-friendly design
elements. The district primarily caters to the local community and nearby neighborhoods, providing easy
access to amenities and unique experiences. Psychographically, the market audience prioritizes
sustainability, supports local initiatives, and actively participates in arts and cultural events, contributing
to the district's vibrant atmosphere. They seek community engagement, unique experiences, and prioritize
sustainability in their participation in district events and activities.
3.1 Personas
The customer base attracted by Audubon Park Garden District (APGD) events primarily includes men
and women aged 25 to 50, with a slight skew towards women. They belong to the upper-middle-class
demographic and prefer family-friendly events that highlight local businesses, offer enjoyable activities,
foster community interaction, and provide opportunities for socializing over coffee or drinks with friends.
The Independents Day event aligns with the interests of the current APGD customer base, offering
community engagement, local business interaction, family-friendly activities, all-day entertainment, and
relaxation opportunities with friends and community members.
3.1.1 Sofia Spence Female Persona
Sofia, a 27-year-old single software engineer from Winter Park, FL, is
an independent and motivated individual. She enjoys exploring her
local community and participating in leisure activities. Sofia's interests
include the local food scene, trying new restaurants, and immersing
herself in diverse culinary cultures. She also has a passion for
attending outdoor music festivals, connecting with fellow music lovers
and enjoying live performances. Sofia values experiences that offer a
balance between indulgence and intellectual stimulation, making her a
target audience for visually appealing content on social media and
collaborations with influential bloggers. (Lopez, 2021)
3.1.2 Bruce Sainz Male Persona
Bruce, a 35-year-old marketing executive from Baldwin Park, FL,
values work-life balance and quality time with his wife and two
children. He seeks activities that create memorable experiences and
foster family bonding. Exploring local parks and engaging in outdoor

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activities with his children is important to instill a love for nature. Additionally, dining out at local
restaurants in Baldwin Park is a favorite weekend pastime. To effectively target Bruce as a consumer, we
should emphasize family-friendly environments and convenient options. Highlighting family-oriented
amenities in local parks, like playgrounds and picnic areas, will resonate with Bruce's desire for outdoor
bonding experiences. (Mars, 2018)
3.1.3 Barbara Ramos Female Persona
Barbara, a 39-year-old single real estate agent from Lake Mary, FL, is an
independent and outgoing individual who actively seeks local
experiences and engages in activities that allow her to explore her
community. She enjoys trying new restaurants, attending social events,
and immersing herself in the local culture. Barbara finds motivation in
unwinding, having fun, and connecting with others. She is digitally
savvy, relying on social media and online platforms to stay connected,
share experiences, and stay updated on the latest trends in Lake Mary.
To capture Barbara's attention and create meaningful connections,
utilizing visually appealing content and collaborating with local
influencers will be key. (Liverani, 2019)
3.2 Competition
3.2.1 Related Events
Some community related events that could be alarming for APGDs event is 4th of July Celebration at
Avalon Park. Taking place on the 4th of July each year, the festivities start in the morning and continue
throughout the day. The event attracts residents and visitors of all ages who come together to enjoy a
diverse range of activities and entertainment, including live music performances by local bands, food
from various vendors, carnival rides and games for families, face painting, and balloon artists.
3.2.2 Retail Chains
Some retail chains that pose potential threats are Shell and 7-Eleven, as they offer products at lower prices
and in large quantities. However, it is important to note that APGDs product quality sets it apart and
appeals to the target audience. Moreover, it is crucial to consider these retails chains as a potential
competition that could affect overall sales and product offerings at the event.

9. 8
4.0 Operation Strategy
4.1 Event Plan
While "Independents’ Day" is open to the public, it is essential to note that the festival operates on a
ticketed model. Guests must purchase tickets to participate in our diverse range of activities, raffles, and
competitions. This approach allows APGD to manage capacity, enhance security, and curate an
exceptional, yet profitable experience. Various timed and untimed activities will be hosted by volunteer
staff and event partners throughout the day. A comprehensive activity schedule can be seen on figure A in
the appendices.
4.2 Timed Activity Details
4.2.1 Yankee Doodle Dog Dash
The Yankee Doodle Dog Dash is a 5k walk/run where guests bring their furry companions and have a
fantastic time with other dog owners. The route consists of a 3-lap straightaway, starting at Harry P Leu
Gardens and ending at the main checkpoint near East End Market. Participants will have a chance to
showcase their speed and endurance while enjoying the company of fellow dog lovers. First, second, and
third-place medals will be awarded to top performers, making it an exciting event for both humans and
their canine companions.
4.2.2 Patriot’s Pursuit
Get ready for an exhilarating scavenger hunt during the Patriot's Pursuit! Guests will receive a map and a
list of clues, leading them to hidden stickers that must be collected. This thrilling adventure will take
participants through various locations, encouraging them to explore and discover the unique gems of the
local community. The guest who collects the most stickers will win an enticing gift basket filled with
extraordinary goods from the local businesses involved in the festival, making it a competitive and
rewarding experience.
4.2.3 Flavors of Freedom
Step into the world of culinary creativity at the Flavors of Freedom community cook-off. Participants will
have thirty minutes to prepare and one hour to cook a signature dish that showcases their culinary skills.
Complete with a protein, starch, and vegetable, the dishes will be presented to a panel of three esteemed
guest judges who will decide the winner of a $250 prize. The three competitors will be chosen through a
random draw of those who submitted their names, adding an element of excitement and anticipation to
this delicious event.
4.2.4 Picnic in the Park
Experience the joy of a leisurely outdoor meal with family and friends at the Picnic in the Park. Guests
are encouraged to bring their blankets and picnic umbrellas as they relax on the church lawn area. To
support and celebrate local businesses, attendees must purchase food from the diverse range of local
vendors available in order to access the designated picnic area. This event fosters community bonding and
provides an opportunity to savor delicious meals while supporting the local economy.
4.2.5 Independence Giveaway

10. 9
Throughout the day, guests will have the chance to participate in the raffle prize giveaway. For every
purchase made with a participating business or vendor, attendees will receive a raffle ticket, accumulating
entries for the grand prize giveaway at the end of the day. The grand prize will consist of a major item
and/or service generously provided by a local business. This event encourages festival-goers to explore
and engage with local businesses while offering an exciting chance to win a remarkable prize.
4.3 Ongoing Activity Details
4.3.1 Photobooth
A 4-hour photo booth will be set up at the main checkpoint of the festival. Guests can capture fun and
memorable moments with friends and family, creating lasting keepsakes of their Independents’ Day
experience.
4.3.2 Mural
A large canvas will be provided for the community to contribute their artistic touch. Festival attendees can
join in and add their brushstrokes, creating a vibrant and collaborative mural that represents the spirit of
Audubon Park Garden District.
4.4 Partner Activity Details
4.4.1 Business Workshops & Tours
Local participating businesses will host their own facility tours and unique workshops throughout the
festival. These interactive experiences, such as coffee roasting and mixology workshops, will allow
attendees to connect with the businesses, learn new skills, and discover the passion behind their craft.
4.4.2 Sponsor Activations
Sponsors of the event will have dedicated activation sites set up throughout the festival grounds. These
areas will provide an opportunity for sponsors to engage with event guests, showcase their products or
services, and create meaningful connections with potential customers.
4.4.3 Vendors
A diverse array of local food, service, and product vendors will be present at Independents’ Day.
Attendees can explore the vendor area, supporting local businesses while enjoying a wide range of
culinary delights, unique products, and services.
4.5 Entertainment
4.5.1 Buskers
Talented buskers will entertain guests with their performances during the festival. Two buskers will be
scheduled for two-hour sets each, providing lively and engaging street performances that add to the
vibrant atmosphere of Independents’ Day. Attendees can show their appreciation by offering tips to these
talented artists.
4.5.2 Live Band

11. 10
As the night progresses, a local band will take the stage to deliver an energetic and memorable
performance. Attendees can groove to the music, showcasing the rich talent and vibrant local music scene
in Orlando.
4.5.3 Fireworks
To conclude the festivities with a bang, a spectacular fireworks display will illuminate the night sky. The
dazzling showcase of fireworks will serve as a grand finale, leaving attendees in awe and creating a
magical and memorable end to Independents’ Day.
4.6 Volunteer Staff
4.6.1 Ticketing Staff
APGD will need a team of 2 volunteers to fulfill the responsibilities of the ticketing staff. These
volunteers will play a crucial role in ensuring a smooth entry process for attendees. Their responsibilities
include checking e-tickets to verify their validity, conducting age verification by checking identification
to comply with drinking age regulations, and distributing wristbands. They will provide red wristbands to
attendees under 21 and blue wristbands to those who are 21 and over, indicating their eligibility to
consume alcoholic beverages.
4.6.2 Parking Staff
To efficiently manage parking and ensure a seamless arrival experience, the event will require a team of 2
volunteers for the parking staff. These volunteers will guide guests to designated parking spaces, ensuring
optimal utilization of parking areas. They will also assist in traffic control by directing incoming vehicles,
minimizing congestion, and prioritizing safety.
4.6.3 Timed Activity Coordinators
A team of 8 volunteers will serve as timed activity coordinators, overseeing the organization and
execution of activities such as the Yankee Doodle Dog Dash. These volunteers will assist with event
setup, including arranging equipment, signage, and designated areas for the timed activities. They will
provide instructions to participants, answer questions, and ensure a smooth progression of the activities.
Additionally, they will be stationed along the route or activity area to guide participants, ensure their
safety, and offer encouragement throughout the event.
4.6.4 Ongoing Activity Coordinators
APGD will need 2 volunteers to serve as ongoing activity coordinators, responsible for the smooth
operation of non-timed activities that will take place throughout the day. These volunteers will help set up
and maintain activities such as the community mural painting and the photo booth. They will engage with
guests, provide materials and guidance for the activities, and ensure a positive and enjoyable experience
for all participants.
4.6.5 Stage Crew
A team of 4 volunteers will make up the stage crew, playing a crucial role in ensuring the success of the
live band performance. These volunteers will assist in setting up the stage, including audio equipment,

12. 11
lighting, and props. They will assist the talent, manage equipment, and handle any technical issues that
may arise during the performance.
4.6.6 Pyrotechnic Crew
The event will rely on a team of 3 volunteers to form the pyrotechnic crew responsible for the fireworks
display at the end of the night. These volunteers will assist in setting up the fireworks display area,
adhering to safety protocols and ensuring proper placement of the fireworks. They will be responsible for
the safe ignition and execution of the fireworks display, coordinating with local authorities and complying
with all relevant regulations.

13. 12
5.0 Marketing Strategy
5.1 Cost to Enter
The cost to enter the event for the entire day will cost $20 for ages 21 and up, anyone 20 and under will
pay $15 per ticket. This price includes all the activities and grants a raffle ticket.
5.2 Ticketing Platform
The primary ticketing platform where customers will purchase tickets will be Eventbrite. Eventbrite is an
affordable all-in-one ticketing and marketing platform. This platform offers the following features:
● Flexible ticket types for in-person or online events
● Unlimited listings
● Integrated email and social media marketing tools
● Seamless attendee checkout experience
● Detailed analytics and reporting
5.3 Promotion
5.3.1 Social media Strategy
The APGD already has a strong media presence on Instagram, Twitter, and Facebook. Using these
platforms in a strategic organic way to promote this event is optimal to maximize attendees. A potential
strategy APGD could utilize is to co-promote social media with the local business Instagram accounts
during the same time as APGDs post schedule, following a specific post schedule from the content
calendar. The accounts listed below are potential Instagram accounts to collaborate with:
● Audubon Parks Garden District - @hello.apgd 8,740 followers
● La Femme Du Fromage - @lafemmedufromage 8,440 followers
● Lobos Coffee Roasters - @loboscoffeeroasters 6,168 followers
● Redlight Redlight - @redlightredlight 16.4k followers
5.3.2 Targeting Strategy
According to the personas listed above in 3.2, most attendees are women ages 27-55. As of March 2023,
41% of Facebook users are between the ages 25-44 and 13.7% to 45-54 (Statista, 2023). Instagram
primary audience age range as of Feb 2023 is 30% age 25-34 and 15% 35-44 (Statista, 2023). This makes
Facebook and Instagram the primary platform for users who attend this event. APGD organic marketing
will cater to the needs of personas like Bruce Sainz and Barbara Ramos by creating posts that highlight
the event's main connectors like:
● Highlighting family-oriented amenities
● Socializing with friends

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● Live outdoor entertainment
● Sharing a drink with family
5.3.3 Hashtag Strategy
The organic digital media campaign will begin two months prior to the scheduled event and begin a
weekly posting schedule with the accounts and platforms listed above. APGD will be posting on
Instagram, Facebook, and Twitter. Each post will contain a specific number of hashtags which will be
crucial in monitoring trending data leading up to the event for each platform used. The hashtags are the
following:
● #Independentsdayevent2023
● #APGDindepentsday
● #Audubonparkgardendistrict
● #APGDorlando
5.3.4 Paid Promotion Strategy
Paid promotions through Instagram and Facebook using Meta will be conducted 2 weeks and 1 week
prior to the event day. There will be 4 boosted posts, two on Instagram and two on Facebook. Paid
promotions will have a specific outreach to current and untapped markets and communities like
Celebration Florida, Winter Garden, and Maitland as discussed in 2.1.3. These advertisements will target
segments similar to the personas in 3.2 and are expected to make 10-25k impressions per post.
5.4 Key Metrics
The following is a list of key metrics that will be tracked to measure the success of the event goals
discussed in 2.1.3
● A total number of tickets purchased through Eventbrite and the APGD website.
● Tracking how many sign-ups per activity to measure participation.
● Post-event surveys will be handed out by volunteers towards the event end time and as well when
people leave the event.
● The number of raffle tickets that were given out with purchases from each business, tracking an
increase in spending.
● A Future event suggestion box allowing comments and feedback.

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6.0 References
Lopez, O. (2021, May 24). woman in black blazer and blue denim jeans sitting on road during
daytime. Unsplash. https://unsplash.com/photos/L87B8BrGs18
Mars, B. (2018, September 21). man using smartphone on chair. Unsplash.
https://unsplash.com/photos/8YG31Xn4dSw
Liverani, S. (2019, September 3). woman wearing black scoop-neck long-sleeved shirt. Unsplash.
https://unsplash.com/photos/Zz5LQe-VSMY
7.0 Appendices
Appendix A Budget
ACTIVITY START END DURATION LOCATION
CHECK-IN 9:00 AM 5:00 PM 8 HRS MAIN CHECKPOINT
YANKEE DOODLE DOG DASH 9:00 AM 11:00 AM 2 HRS APGD PERIMETER
PATRIOT’S PURSUIT
(SCAVENGER HUNT)
12:00 PM 2:00 PM 2 HRS VARIOUS LOCATIONS
BUSKER 1 1:00 PM 3:00 PM 2 HRS BIG DADDY’S ORLANDO
FLAVORS OF FREEDOM
(COMMUNITY COOK-OFF)
1:00 PM 4:00 PM 3 HRS EAST END MARKET
BUSKER 2 4:00 PM 6:00 PM 2HRS THE NEIGHBORS ORLANDO
PICNIC IN THE PARK 4:00 PM 7:00 PM 3 HRS MARANATHA FELLOWSHIP
LIVE BAND 7:00 PM 8:30 PM 1.5 HRS EAST END MARKET
RAFFLE PRIZE GIVEAWAY 8:30 PM 8:45 PM 15 MINS EAST END MARKET
FIREWORKS DISPLAY 8:45 PM 9:00 PM 15 MINS TBD
MURAL PAINTING 9:00 AM 9:00 PM 12 HRS MAIN CHECKPOINT
PHOTOBOOTH 12:00 PM 4:00 PM 4 HRS EAST END MARKET

16. 15
Appendix B Budget
Appendix C Content

17. 16
Appendix D Content Calendar