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. Newhouse backed student publications, 500 copies distributed for each issue ■ Student rates: ● Back cover- $125 ● Inside front- $115 ● Inside back- $105 ● Full page- $95 ● Half page- $55

○ The Daily Orange ■ Stand alone insert advertisements, “leaflet” ● Cost per 1,000- $85 ■ D.O. Pulp Newsletter ● Roundup of fun weekend events ○ Sent Fridays at 10AM: 200 readers as of Fall 2017 ○ $50

○ Destiny USA Mall ■ Digital Directory Touch screen splash ads ● 26 splash screens on directory across the complex ● Shown simultaneously ● $750/ 2 weeks for all 26 directory ● Digital Directory Touch screen splash ads: (page 8) Located on all 26 directories ​ ​ throughout complex. Digital static ads are shown simultaneously on all 26 directories in rotation. HIGH traffic volumes over next 10 weeks. We saw same message several times within just ½ hour tour! Investment $2600/4 weeks for all ​ 26 directories!

○ LAMAR Billboard ■ Digital Billboard 10 days #12006- $750 ■ 2900 erie blvd, e. @ smith street

○ Syracuse.com Print Ads ■ 3 col. (5.38” wide) x 10 ● Sunday Stars- $2550.00 ● Thurs.-Weekend: $1367.25 ■ 3 col. (5.38” wide) x 5 ● Sunday Stars- $1275.00 ● Thurs-Weekend: $684.00 ■ 2 col. (3.56” wide) x 5 ● Sunday Stars- $850.00 ● Thurs.- Weekend: $456.00

○ Syracuse.com Online Ads ■ 75,000 targeted ads to entertainment, SU Sports, News ■ 75,000 mobile ads targeted to Entertainment, SU Sports, News ● Total: $1,530 ○ iHeartMedia Radio Promo ■ Week 1, Tues-Fri 6am-10am: 10 spots- $500 ■ Week 1, Tues-Fri 3pm-7pm: 10 spots- $500 ■ Week 2, Mon-Fri 6am-10am: 10 spots- $500 ■ Week 2, Mon-Fri 3pm-7pm: 10 spots- $500 ● Total: 48 spots = $1500 for 2 week runs Dates** starting date 4/16-4/27 due to announce change

○ LAMAR Billboard ■ 2900 Erie Blvd. East @ Smith St. 4/17-4/26 ■ Panel #12003

○ Dining Hall window painting ■ Windows of the dining hall across campus being painted with ticket info and date. All freshman and sophomores are required to live on campus and have a meal plan. Popular times include 12-1pm, 5-6:30, 7:30-8:30 ● Ernie Davis Dining- Mostly sophomore ● Brockway Dining- All freshman ● Sadler Dining- Combined freshman and sophomore ○ Schine Student Center Tabling ■ 3 tabling dates per month ● Having a physical table with promotional materials of past/current events that UU has hosted. Gives students an interactive way to ask questions about the show and gain insight as to student interest in the event and club ● Host contests at the table for students to win swag items ■ Confirmed April dates 4/17

Promotional Ideas ● Contest for a Mayfest/Block Party Bundle Giveaway ○ Bundle could include a free ticket, a free drink ticket, a fanny pack, the cameras we’re giving away, a t shirt, potentially artist merch- will be distributed as a raffle at tabling on 4/18

● Give out lemonade/ice cream cones during tabling ○ Plays off of Gucci Mane’s face tattoo ○ $1, outside of schine ○ EMAIL BRIDGET FOR TABLE

● Small floor stickers to put on curbs, “Gov Ball Style” ○ Would be the Sun-like circle and just say “#BP18” ○ Can be used on campus and off ● Business cards/handbills could be stylized in such a way that they say SZA SZN (Like it's SZA season) ○ Handbills in the shape of stars, SZA’s “All The Stars” ○ ● Gucci Ice Cream Scavenger Hunt ○ Multiple members of the social/marketing teams will be in block party giveaway shirts on Monday 4/16 around 3, two members will have drawn gucci mane’s tattoo on their face and they will be holding a pair of tickets ○ WInners will have to find those specific members say a choice word that we will put out on social media to claim the tickets

● Social Media Contest Ideas ○ SZA, “Prom,” “Was prom the best night of your life, or did you miss the mark? Do you still have nightmares about the class prom pose? Now, this nightmare can get you floor tickets to #BP18! Tweet @UniversityUnion your most awkward prom or dance picture with a hilarious caption! The cringiest entry will win 2 floor tickets to #BP18! ○ Gucci Mane scratched having a ‘Rari off of his bucket list. But, we wanna know, what’s #1 on yours? Tweet @UniversityUnion the #1 thing on your bucket list. The most creative one wins 2 floor tickets to #BP18!

V. Project Timeline

*SUBJECT TO CHANGE* Date Event April 6th DIGITAL ANNOUNCE - 12PM Friday

April 7th Saturday

April 8th Sunday

April 9th ON SALE - 9 AM Monday

April 10th Posters Printed in AM Tuesday

April 11th Wednesday

April 12th PUBLIC SALE @ NOON Thursday Handbills at Cinemas

April 13th Cinemas Special Event Friday Destiny Splash Ad Starts

April 14th Full Org Flyering Party Off Campus Saturday Full Org Flyering On Campus Handbills at Cinemas

April 15th Sunday

April 16th Monday

April 17th Ice Cream Stand For Gucci Promotion outside of Schine 3:30-4:30pm Tuesday

April 18th Schine Atrium Tabling 10 AM-4pm Wednesday Radio Ads Starts

April 19th Thursday Handbills at Cinemas

April 20th Handbills at Cinemas Friday

April 21st Off-campus flyering pt. 2- Sabrina Saturday Handbills at Cinemas

April 22nd Sunday

April 23rd Field Day 11-3:30pm Monday T-Shirt Distribution 3-4pm

April 24th T-Shirt Giveaway Tuesday 3-4pm

April 25th Scavenger Hunt- 6 tickets giveaway Wednesday

April 26th Thursday

April 27th GOAL: Sell 100% of tickets Friday DAY OF SHOW

Social Media Specifics Social Media paid promotion:

The UU Social Media team will utilize Facebook Ads Manager, which will run an online promotional campaign across Instagram and Facebook. Estimated Daily Results Reach

1,600 - 7,800

Facebook Ads Manager Example: Twitter Ads Example:

The UU Social Media team will also utilize Twitter ads, which will run an online promotional campaign on Twitter featuring UU and NYT branded tweets. The campaign will target the following demographic. Paid Twitter promotion will start on March 21st at 9 AM and end on Thursday, April 5th at 12 PM. Approx: ​ $200.00

Estimated:

Reach summary

ESTIMATED DAILY REACH 616 — 924

ESTIMATED DAILY IMPRESSIONS 1K — 2K

ESTIMATED DAILY ENGAGEMENTS 4 — 6

University Union will also be utilizing Snapchat geotags for promotional purposes, as well as for the DOS.

- Wednesday, March 21st, 9AM-3PM, Approx: $27.33 (in/around Schine Student Center) - Thursday, March 22nd, 9AM-3PM, Approx: $58.97 (in/around Newhouse 1,2,3) - Monday, April 2nd 9AM- Wednesday, April 4th, 3PM, Approx: $139.87 (in/around Schine Student Center) - Thursday, April 5th, 7PM-11PM, Approx: $23.25 (in/around Schine Student Center)

Approximate Snapchat Total: $249.42

VI. Changes to the Marketing Plan:

Depending upon ticket sales, reception to promotional materials, and budget, we anticipate changes being made to this plan. Please contact any of the marketing advisors (contact information listed on the cover page) or e-mail [email protected] with any immediate issues or inquiries. ​ ​

VII. Contact Information:

With any general inquiries or requests for revision, please contact [email protected] or ​ ​ [email protected] Feel free to visit us in person in our office in 126G Schine Student Center ​ on the campus of Syracuse University. The University Union Board of Directors consists of 13 students, all of whom are directly involved in the promotion, organization, marketing, and execution of all UU events. For further information on University Union, please visit http://universityunion.syr.edu. ​ ​

University Union Contact Information

Title Name Email Phone

President Jonah Rappaport [email protected]

Vice President Samantha Sarno [email protected]

Director of Public Keely Higgins [email protected] Relations

Directors of Rafy Evans [email protected] Marketing and Anna Simone Social Media [email protected]

Directors of Laura Higbee [email protected] Collaborations Samantha Ramirez