Giorgio Varlaro SPMG 69000

Event Information
o Name Ringling Brothers and Barnum & Bailey Circus o Date Wednesday, February 22nd thru to Monday, February 27, 2012 o Venue The Wells Fargo Center o Ticket Prices 2012 Online Prices Sections 209, 214-224 o $86 Sections 109, 114-124 o $114 Sections 104 and 110 o $115 Sections 104-110 o $125 Section 103 o $146 Sections 111-113 o $170 2012 Given Prices $10, $21, $25, $50, $60 and $90 o On-Sale Date Sunday, November 20, 2011

SWOT Analysis
o Ringling Brothers/Barnum & Bailey Strengths Excellent Web site which offers everything a perspective customer would need Bios on animals are impressive Hyperlinks for animal care Easy to contact if need be Games for kids online (builds a positive relationship subconsciously) Nice variety of animals shown Product (animals) are available throughout the world, thus product can last as long as customers are willing to pay Show has the ability to be performed anywhere Weaknesses Only available for play on Wii and Nintendo DS No shows in the West on the United States

Unable to market to a wide variety of demographics Limited amount of capacity at events Needs more promotion/coupon ideas No use of Social Media o Facebook presence suggested Travel expenses and food must be expensive Perishable product Television appearances are difficult Opportunities Holiday Parades, Birthday Parties and Theme Nights Threats Las Vegas offerings, State Fairs, Athletic Events, Seasonal Sports, Zoos, Disney on Ice and Amusement Parks

Advertising Plan
o Budget Marketing $215,000 Trade $100,000 (4,000 tickets @ $25) o Goals Increase paid attendance Increase group sales Implement a marketing strategy that focuses on selling the Greatest Show on Earth Have a higher paid attendance on Opening Night Have more effective grassroots marketing o Jones Ideas (Not in the budget) Just like in Willie Wonka, if you find a golden ticket in Nestle merchandise it will be a VIP pass to the Circus of your choice The week before the circus in Philadelphia, have life-size models of the animals spread out through the city Each animal will speak an automated message telling of the circus at the Wells Fargo Center and where they come from Have mass text messages sent out throughout the United States Each will have messages containing information on a lost animal (from the circus) and how they can be found at the Wells Fargo Center in February Ship a rubix cube to several houses within the Philadelphia region Once the rubix cube is decoded, it will have six different advertisements since the cube has six sides based on who, what, where and when the circus is o Demographic (Women 25-49) Primary

Women with children 8-17 o Upper middle class to upper class o Have purchased Circus tickets before to the Wells Fargo Center o College Educated Secondary Families with children 8-17 o Middle class o Young established professionals o High School and some College Education o Has been to the Circus before Tertiary Families with children 8-17 o Lower to middle class o High School education o Never been to the Circus Television (Used Budget) o Prime Time (Super Bowl) Total $14,000 60s 1 @ $14,000 = $14,000 o News Total: $98,500 10s 10 @ $1,450 = $14,500 15s 10 @ $1,950 = $19,500 30s 10 @ $2,500 = $25,000 60s 10 @ $3,950 = $39,500 o Regular Time Total: $62,700 10s 11 @ $650 = $7,150 15s 11 @ $850 = $9,350 30s 11 @ $1,400 = $15,400 60s 11 @ $2,800 = $30,800 o Radio (Used Trade) Prime Time $63,750 05s 50 @ $200 = $10,000 10s 50 @ $275 = $13,750 15s 50 @ $350 = $17,500 30s 50 @ $450 = $22,500 Regular Time $34,050 05s 50 @ $75 = $3,750 10s 52 @ $150 = $7,800 15s 50 @ $200 = $10,000 30s 50 @ $250 = $12,500

o Outdoor (Used Trade) Total: $2,200 Billboard (N/A) Bus Shelter 4 months @ $300 = $1,200 Bus Back 4 months @ $250 = $1,000 o Print (Used Budget) Total: $23,800 (Three ads a week) Philadelphia Inquirer 16 weeks @ $150 = $7,200 Allentown Morning Call 16 weeks @ $50 = $2,400 Atlantic City Press 16 weeks @ $50 = $2,400 Bucks County Courier Times 16 weeks @ $50 = $2,400 Delaware County Times 16 weeks @ $50 = $2,400 Philadelphia Dailey News 16 weeks @ $50 = $2,400 The Trentonian 16 weeks @ $50 = $2,400 The News Journal 16 weeks/44 ads @ $50 = $2,200 o Google Ad Words (Used Budget) Total: $16,000 16 weeks @ $1,000 = $16,000

Interactive
o Pre-Sale 11/14/11-11/25/11 o E-mail Schedule E-mails should make use of Paciolan which will first distribute e-mails to individuals who have been to Ringling Brothers and Barnum & Bailey Circus This service should be used as soon as Pre-Sales are available and up to December o Follow-Up e-mails will be pursued based on a case-to-case basis The next set of e-mails will be sent to customers who have spent money at the Wells Fargo Center within the past five years This service should be pursued until the day of the show o Follow-up e-mails will be taken care of on a case-by-case basis Finally, three weeks before the event, our database will be used to blast everyone who has been associated with Comcast-Spectacor events o Promotions/Offers Offer one ticket to a kid who reads the most in his grade within one month All books and pages must be recorded Do a trivia contest on the circuses Web page where discounts can be earned by answering questions correctly Put promotions up on twitter

For example, post where complimentary tickets can be picked up o Book stores, libraries, etc. Sweepstakes always work also

Retail/3rd Party o Potential Partners Grocery Stores WaWa Shop Rite Kmart Target Aldis Walmart Gas Stations Sunoco Fastrac BP SavOn Department Stores Target JC Pennys Macys Gap Old Navy Rite Aid The Disney Store

Grassroots
o Areas to distribute handbills Middle School/High School One-mile Radius o Pennsylvania, Maryland, New Jersey and Delaware Doctors Office Dental Hospital Pediatrician Veterinarian Movie Theatre Youth Center YMCA After School Program Entertainment o Sports

o Musicals o Bands Conventions Video Games