Running head: BENEFIT CONCERT FOR WASATCH FRONT AREA CHILDREN 1

Benefit Concert for Wasatch Front Area Children

Kelson Lentsch, Nhat Nguyen, Christopher Ross, and Sawyer Smallwood

Salt Lake Community College

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Abstract

This paper details the promotion plan for a benefit concert of the pop punk music genre in Salt

Lake City. It includes the purpose, analysis on the target audience, media channels for

promotion, key messages to deliver, and plan for execution of each channel.

Keywords: benefit concert, punk pop, promotion, communication, plan

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Benefit Concert for Wasatch Front Area Children

12.9% of Utah children are living below the poverty line; thats about one in seven

children (Utah Poverty, 2017). Even more serious, 20.4% of Utah children face childhood

hunger; thats about one in five children (Davis, 2017; Fidelity Investments, 2017). We hope

to contribute to the effort that help our local children through a benefit concert on December 15

in the Underground of Salt Lake City. To do that effectively, we need to maintain a clear

purpose and objective, analyze our target audience for effective communication, deliver a

memorable message, select a wide variety of channels to reach out to as many of our target

audience as reasonably possible, and setup a tactical plan to get the most out of our effort.

Purpose / Objective

The purpose of this communication campaign is to convince the Wasatch Front

community within the pop punk genre to donate money or toys for local children in need. We

plan to orchestrate a pop punk concert on December 15 at the Underground in Salt Lake City

where attendees can substitute the entrance fee of $8 for a new toy. We will promote this event

through a variety of channels, including but not limited to flyers, posters, Facebook, Instagram,

Twitter, and peer-to-peer marketing. We will donate the money and toys to the Boys & Girls

Club of the Greater Salt Lake area.

Audience Analysis

The primary target audience is fans of the pop punk music genre in Wasatch Front area

with ages from fifteen to twenty-five years old. This audience is composed mostly of the

English-speaking young middle-class with low disposable income but who have the energy and

time to be passionate about something that they care about (100-Punk Poll, 2013; Nagy, 2015;

Nicholls, 2014).
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With this information, we can run our campaign entirely in English. We need to gear our

communication channels and style toward the younger generation of ages 15-25. Our message

should be short, simple, and to-the-point, with multiple remindersespecially on the week when

the concert will take place. The design of our graphics, landing page, posters, and flyers should

be energetic and colorful.

Audience Profile

Demographics.

Age ranges from 15 to 25 (100-Punk Poll, 2013; Nagy, 2015)

Gender Diversity: Mixed, with a slight predominance on the males part (100-

Punk Poll, 2013)

Social background: Working Middle class (100-Punk Poll, 2013; Nagy, 2015;

Nicholls, 2014).

Disposable income: Initially low income (100-Punk Poll, 2013; Nagy, 2015;

Nicholls, 2014).

Language: English (100-Punk Poll, 2013; Nagy, 2015; Nicholls, 2014).

Psychographics.

This is a pop punk concert. So, our target audience is fans of pop punk music

genre and generally opinionated.

Its also a benefit concert. So, some of those who come are charitable people who

like to make a change or contribute to the community as a whole.

Many of the target audience like to socialize, to have fun, and enjoy the

entertainment, together with good sense of humor (Nicholls, 2014).

Some may be here to escape from the stress from daily life (Nicholls, 2014). .
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Context

The situations our campaign would be seen by our audience are as fallows.

On the phone at home where our interested party would be looking for an escape

from lifes troubles or maybe even seeing what their friends are doing. They

would need to be attracted to the post and quickly understand its message. It

would have to be entertaining or catching to make it worth their time. Most of all,

it should be short. Our interested party is not looking for something to ponder

they just want a quick and easy escape from their life and who is to say that isnt

though our video, link, and weekend concert?

On the computer or phone during work, lunch, or on any free time. Our interested

party would be trying to decompress and get distracted from his work

environment so the post would have to be short and succinct due to time

constraints. It would need to be bright attracting and most of all work appropriate.

This is important so that all who click on it are comfortable watching the video

without fear of inappropriate or loud content.

Messaging Goals

Base on the original purpose and objective, as well as the demographics, psychographics,

and context of the target audience, we want to deliver the following messages:

Know

What: Benefit concert

Genre: Pop punk

Date: Friday, December 15, 2017

Time: 7:00pm
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Place: The Underground in Salt Lake City

Bring: $8 or a new toy

Charity: Boys & Girls Club

Feel

Attendee will feel charitable, like theyre making a change, and proud of

themselves for giving back to community.

They will be interestedin the concert and in helping local children.

This will be a fun and enjoyable event, not an inconvenience. It will be

something that they will talk about with their friends and even invite them.

Do

Come to the concert with money or toy to support the local children

Key Message

Should the audience remember one thing from our promotion campaign, it would be

Theres a punk rock benefit concert in Salt Lake City to support local children. This key

message is short, simple, clear, yet still give enough information for the interested party to seek

out the detail information through their friends or one of our promotion channels.

Channels / Media Mix

Weve taken many aspects into consideration while selecting our promotion channels

such as size and type of audience, cost, frequency, etc.

Beyond ourselves, we also ask the bands that weve invited to help us promote the event.

For example, the bands also promote the benefit concert on their social media channels where

they already have a sizable follower of our target audience.

Promotion Channels and Media

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Posters and Flyers. These are cheap and easy to make; plus, we can re-use the graphics

for other channels. We will distribute and post these four weeks before the benefit concert take

place. We should only need to distribute and post these once unless they get ripped off or

damaged at some point (in which case we can always redistribute or repost them).

Coffee Shop: We thought this would be a good gathering place for the

stereotypical pop punk listener.

Salt Lake Community College: This is a great social environment where college

goers are used to seeing posters and are looking for social interactions to attend.

All interested parties will see and attend.

High School: This will help us attract a younger audience who will tell their

parents and friends. This will also affect people who would use the youth center.

Music shops: This could catch a wide array of interested music listeners.

Facebook.

Boosted Posts: These are a quick and low-cost way to create Facebook ads that

target a defined audience. For less than $5 USDs, we can create a Facebook post

that targets our audience of pop punk fans in Wasatch Front area (Business Page

Promotion, n.d.)

While over half of Facebooks users are 35 years old and above as of 2017, with

the low cost and ease of us and since we already have existing accounts (both us

and our invited bands), we can still aim to attract the diehards and longtime

listeners (Distribution of Facebook, 2017).

Instagram. This will be to peddle to the new age and those affiliated with the charity

(Distribution of Instagram, 2017).

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Twitter. Twitter isnt as popular as Facebook or Instagram ("Number of Twitter, 2017).

However, since we and some of the invited bands already have it, we might as well

promote on it and catch the stragglers because its free, only 280 characters, and we can

re-use the graphics from the flyers and posts.

YouTube. This is to catch the younger audience where they spend their time. Some of

our invited bands have their own YouTube channel where they interact with their

subscribers regularly. We can ask them to mention our benefit concert in their video.

Peer-to-peer marketing. Words of mouth is the most important social media (Kumar,

Petersen, & Leone, 2007; Whitler, 2014). We can appoint volunteers to help promote the events.

This will help promote the event as well as get early sales. This is allotted along the lines of

spreading the word.

Custom landing page. The landing page is our portal to for those who will seek out

more informationboth from search engines or going through direct linksabout the benefit

concert. This is one easy place to put all the information for visitors to explore. Plus, we will

also setup a simple but secure store so that visitors can purchase tickets online through credit

cards or PayPal.

Tactical Plan

We need to deliver the correct information to the target audience through the right

channels at the right time. We also need to take into consideration the two types of people: those

who like to plan ahead and those who like to jump on things at the last minute. The frequency of

our messages need to be just enough for both types, but not too frequent that the messages

become annoying.
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Beyond ourselves, we will also ask the bands that weve inviting to help us promote the

event. The bands can promote the benefit concert on their social media channels where they

already have a sizable follower of our target audience.

For the posters, flyers, and for the messages on Facebook, Instagram, and Twitter well

use the same iconic graphics. Well also include the events name, time, date, location, price,

and a link to the landing page for more info if needed or if someone wishes to pay online.

For Facebook, Instagram, and Twitter, well need to be entertaining and use humor, as

well as be responsive to the fans. These are among the best way to get and retain our readers

attention (Cambell, 2016).

Promotion Timings

Prior to Promotion.

Custom Landing Page: Launch the custom landing page and make sure that

everything on it is working. This holds the bulk of the information about the

concert and is also where customers can purchase tickets online. It needs to be up

before the promotion starts.

YouTube: We should also let all those who have a YouTube channels that are

willing to help us promote through there know about the event. If possible, they

can help us promote the events through their interaction with their own audience.

Four Weeks Before.

Posters and flyers: We will start to distribute and post these at the locations

previously mentioned earlier. Besides the essential information, the posters will

have nice graphics and printed in color to catch attention, and the design will give

out an energetic feel.

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Facebook: We can launch our first boosted post about the concert.

Instagram and Twitter: We will make our first post about the concert.

Peer-to-peering marketing: We will start to let the word out.

Two Weeks Before.

Custom landing page: Check if everythings still working as expected.

Posters and Flyers: See if theyre still in place and whether they need to be

replaced.

Facebook: We will make our second boosted post.

Instagram and Twitter: We will make our second post about the concert.

Peer-to-peering marketing: We will continue to spread the words.

Two Days Before

Custom landing page: Check if everythings still working as expected.

Posters and Flyers: See if theyre still in place and whether they need to be

replaced.

Facebook: We will make our third boosted post.

Instagram and Twitter: We will make our third post about the concert.

Peer-to-peering marketing: We will continue to spread the words.

The Day of the Concert

Custom landing page: Check if everythings still working as expected.

Posters and Flyers: If its convenient for us, we can check if theyre still in place

and whether they need to be replaced. However, the priority should be focus on

any last-minute preparation needed for the concert and making sure that

everything that we, the band, and the attendees need is working.
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Facebook: This time we make a normal, non-boosted post about the event.

Instagram and Twitter: We will make our fourth and final post about the concert.

Peer-to-peering marketing: We can give a final reminder about the event.

Conclusion

Our campaign is to get people ages 15-25 from the Wasatch community to attend our

benefit concert on Dec. 15th at 7:00 pm. We will do this by posting many times on Facebook,

Twitter, You Tube and Instagram posting various flyers, videos, posts, and gifs. We even have a

sound bite radio commercial for Pandora. The interested parties will know and will be reminded

of when where and the price of this concert and of course of the real reason for it all, giving to

their local Boys & Girls Club this Christmas season.

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