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Gucci Mane SZA SPRING 2018 MARKETING CAMPAIGN University Union Presents: Gucci Mane SZA Direct Support From: Medasin Rafy Evans Catherine Fitzpatrick & Grant Nygaard Anna Simone Marketing Director Concert Directors Social Media Director [email protected] [email protected] [email protected] ​ ​ ​ ​ I. Project Overview On Friday, April 27, 2018 University Union will host the annual Block Party concert in the Carrier ​ ​ Dome at Syracuse University featuring rapper Gucci Mane and R&B artist SZA. The show will be ​ ​ announced to the public Friday, April 27th at 8PM via the social media accounts of University Union and ​ ​ its members. Pre-sale tickets will be on-sale to students online beginning Monday, April 9 at 12 noon until Wednesday, April 11th at 11:45PM and be online only. On sale to general public will begin on Thursday, April 12 at 12 noon.. This marketing campaign will promote the show to Syracuse University ​ ​ students, staff, faculty, SUNY-ESF students, and the general public. With this campaign, we hope to make an impression on every Syracuse University and SUNY-ESF undergraduate and graduate student, faculty, staff, as well as all other university affiliates and the general public. This marketing campaign has the potential to reach our geographic target throughout Central and Western NY, as well as those surrounding college campuses. We also strive to make an impact on fans of Gucci Mane and SZA across the Northeast region in order to garner their attention for our future public events. a. Project Objectives Long-term: The primary, long-term objective of this marketing plan is to sell all 13,000 tickets by the ​ day of the event (APRIL 27th, 2018).This pre-sale for full-time SU and ESF students only will run Monday, ​ ​ April 9, 12 noon to Wednesday, April 11, 11:45 pm, and will be online only. The Public on-sale will start ​ ​ ​ ​ Thursday, April 12 at 12 noon. The student price is $25 for general admission Dance Floor Access seats, and $20 for First Level general admission and 2nd/3rd Level reserved seating. The General Public price is ​ $44. Additional convenience fees apply when ordering. Each student may order a maximum of two (2) tickets at these special student prices. This primary, long-term objective will act as an umbrella by which ​ ​ all other short-term objectives will be encompassed. Each short-term objective will be measured in a timely fashion, using metrics that will allow us to monitor the campaigns progress towards our primary goal of a sold-out show. Short-term: Objective 1: Sell 25% of tickets by Wednesday, April 11th ​ Objective 2: Sell 50% of tickets by Monday, April 16th ​ Objective 3: Sell 75% of tickets by Friday, April 20th ​ Objective 4: Sell 100% of tickets by Friday, April 27th ​ b. Project Strategy The first major selling point is that Gucci Mane is one of the headliners. A rapper and hip hop/trap artist, Gucci Mane has been working in the industry since 2001 and has released 13 solo albums over his career. In addition, he has worked with notable artists including Waka Flocka Flame, V-Nasty and Metro Boomin on collaborative albums. Gucci Mane has over 14 million monthly listeners and over 100 million plays on multiple singles. On YouTube, Gucci Mane has over 1 million subscribers and over 5 million views on several music videos. Mane has been nominated and won several significant awards, including an MTV Video Music Award for Best Pop Video with Fifth Harmony in 2017. In addition to his musical work, Gucci Mane also has a long filmography of original movies and documentaries that he has appeared in. The second major selling point is that SZA is the other headliner. SZA is a alternative R&B, neo soul and R&B artist who has been recording music since 2012. SZA has one album to date, Ctrl, which was released in 2017. She followed up the album with a headlining tour across 2017 and 2018, followed by The Championship Tour with Top Dawg Entertainment artists in 2018. SZA has also toured with with Jhene Aiko in 2014, Jessie J in 2015 and Bryson Tiller in 2017. Since releasing Ctrl, SZA has been nominated for countless awards including five Grammys, iHeartRadio Music Awards, and MTV Video Music Awards, and has won several awards including Outstanding New Artist at the NAACP Image Awards and Best New Artist and Best R&B/Soul Female Artist at the Soul Train Music Awards. On Spotify, SZA has over 28 million monthly listeners and 240 million and 180 million plays on her top singles. On YouTube, SZA has nearly 800,000 subscribers and over 30 million views on multiple music videos on YouTube. The third major selling point is that the support is Medasin. An electronic DJ, Medasin is most recognized for his remix of popular tracks on Soundcloud including Post Malone’s “I Fall Apart” and “Wild Thoughts” by DJ Khaled, Rihanna and Bryson Tiller. Medasin is 19 years old, placing him in the same age group as Syracuse University students and making him more of a draw for our target audience. Medasin has been mixing music since he was 12 years old and first got his start in the music industry through popular music competition iStandard. DJ Khaled’s release of his “Wild Thoughts” mix increased Medasin’s notoriety and popularity, gaining him over three million listens on spotify. Medasin is set to perform at festivals this summer including Lollapalooza and Paradiso, points that will help demonstrate his high value to students. II. Market Definition a. Geographically Our geographical focus will be on Syracuse University and SUNY-ESF, a specialized school of Environmental Science and Forestry on the Syracuse campus. We will attempt to create an impression on all students, staff, and faculty at Syracuse University/SUNY-ESF, plus garner the attention of SU Alumni in order to generate sales. There are approximately 21,000 students enrolled in Syracuse University and approximately 2,250 students enrolled in SUNY-ESF. b. Demographically As previously mentioned, the main target demographic for this event is mostly Syracuse University students, ages 17-25. We also hope to appeal to an older audience of staff, faculty, and alumni with this event. III. Ticketing Information Tickets will be available for online purchase for all Syracuse University/SUNY-ESF students for ​ ​ $25 for a Dance Floor ticket and $25 for First Level General Admission and 2nd/3rd level seating. Students will be required to input their 9-digit student ID number in order to access student pre-sale. All ​ General Admission (GA) tickets must be picked up by the student with their SU or ESF ID used to place the order. Pick-up for these General Admission tickets – printed on special colored stock- will be April 18 ​ ​ ​ ​ - April 20, 10:00 am - 6:00 pm, inside Gate N. (Students who are unable to pick up their tickets by 6:00 ​ ​ ​ ​ ​ ​ pm on Friday, April 20, can pick up their tickets at Gate B during regular Box Office hours, Monday – ​ ​ ​ ​ ​ Friday, 8:30 am-4:30 pm.All student tickets that are purchased in the reserved 2nd or 3rd Level must use ​ ​ ​ standard Ticketmaster delivery methods (mail, Print@home, e-ticket, etc.) a. Ticket Pricing ● Student Dance Floor Price: $25 ​ ● Student First Level, 2nd/3rd level: $20 ​ ● General Public: $44 ​ *Additional fees may apply IV. Promotional Tools The promotional tools being used in this marketing plan include but are not limited to: Social Media Coverage - Official Announce via official University Union Facebook/Twitter/Instagram Platforms - Promotional Posts on UU Twitter, Instagram, Facebook, Snapchat Twitter: @UniversityUnion ​ - 8,381 followers Instagram: @UniversityUnion ​ - 2,912 followers Facebook: University Union ​ - 10,287 followers Snapchat: UniversityUnion ​ Spotify: @uuinsider ​ - 243 followers - Campus Blogs - Official UU Blog: universityunion.syr.edu/the-blog/ ​ On-Campus Digital Advertising ○ Schine Student Center Digital Kiosk Poster ■ Digital Screens located in the atrium of Syracuse University Schine Student Center and Goldstein. High traffic area for students, especially during the school week. ● 15 second run time, rotates ○ Dining Hall Digital Advertisements ■ Digital Screens located in the dining centers across campus ■ Give us an opportunity to play our hype video on a loop in front of students. Heavy traffic times include before scheduled classes ○ Digital Signs Across Campus ■ Digital Signs across campus buildings, computer clusters, TV’s in academic buildings ● 1. JPG - 4:3 aspect ratio (1440 pixels wide x 1080 pixels high x 150 pixels per inch) ● 2. JPG - 16:9 aspect ratio (1920 pixels wide x 1080 pixels high x 150 pixels per inch) ● 3. JPG - 8.5” x 11” x 200ppi ● 4. Powerpoint - 4:3 aspect ratio (Standard: 1440 pixels wide x 1080 pixels high x 150 pixels per inch) ● 5. Powerpoint - 16:9 aspect ratio (Widescreen: 1920 pixels wide x 1080 pixels high x 150 pixels per inch) ■ Academic ListServs ● Personal invite emails to department heads, academic coordinators, and relevant professors such as: ○ Bill Werde- Bandier Program- [email protected] ​ ○ John Coggiola- Music Education Chair- [email protected] ​ ○ Martha Sutter- Setnor School of Music Director- [email protected] ​ ○ James Abbott- Program Coordinator for Sound Recording- [email protected] ○ Lisa Steele- Bandier Program Coordinator- [email protected] ​ Promotional Apparel/Swag Giveaways ○ UU Long Sleeve T-Shirts ■ Grey/Orange University Union logo ○ UU Branded Laptop Stickers ■ Blue, Orange, and Black 3 x 3 in ○ Comedy/ Lectures Mugs ■ Black ceramic mug with UU Comedy/Lectures design ○ UU Branded 2016-2017 Mayfest Items ■ Leftover Black Beanies, Black Dad Hats Physical Marketing & Advertising ○ Posters ● 370 Concerts Posters (11’’ x 17’’) ○ $0.89 per sheet, cardstock type paper ○ Full Org Flyering Party Off-Campus Locations: ● https://docs.google.com/document/d/1-rKjn3fXC4DcObF1U-9w5xC5bUpG0VQYFe Cz27SFmU0 ○ Full Org Flyering Party On-Campus ● https://docs.google.com/document/d/1qrtjBDpkDoPAVzFe7iawvmCHlya6mQJ6ne F2bq_i2rg/edit ○ Handbills ● Hand out smaller versions of poster, easier to circulate in high populated areas ■ Food.Com- Newhouse Cafe ■ Schine Student Center Atrium- dining access ■ (weather permitting) Quad/ Promenade ○ Jerk Magazine- One of the more popular S.I.
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