This is the recap report I put together and submitted to our sponsors after the U-idol 2011 event. It captures the highlights of the event and summarizes our efforts on marketing, event management and sponsor-relation management.
2. Table of
Content
1. Participant Information
2. Spectator Information
3. Event Highlights
4. Marketing & Promotion
1. Advertisement
2. Poster Distribution
3. Online Promotion
5. Sponsors On-site Exposure
6. Media Coverage & PR Impact
7. Event Beneficiary
8. Appendix
1. Finalists
2. The Production Team
3. Sponsor Logos on Website
4. Media Coverage Screen Capture
9. Final Words
2
3. Participant Information
• Number of Applicants: 38 (+22.6% up since U-idol 2009)
▫ Number of Semi-finalists: 16
▫ Number of Finalists: 8
3
16 semi-finalists at the Semi-final 8 finalists at the Mal l Show
4. Spectator Information
• Audience Estimates
▫ Semi-final: 300
▫ Mall-shows: 50 x 3
▫ Final: 500
4
Supporting fans at the semi-final.
Audience at the Oriental mall shows.Group photo: a contestant’s fans & familyAudience at the final show
Supporting fans at the semi-final. (2)
6. 6
Mall Show Tour Training & Make-over
Jan 16 - Oriental Center
Feb 5 - First Markham Place
Jan 22 - Splendid China
Dance Training
Vocal Training
Hair Style Make-over
8. Marketing & Promotion
Multiple media channels had been engaged to increase public awareness of U-idol 2011 including
advertisements, poster placement as well as online promotions.
Print Advertisement
A pre-launch print ad was placed in the SC^3 magazine Issue
#15 (circulation: 3000) which was distributed to more than
100 locations around Toronto. It was also distributed to all
SCCC event attendees as well as 7 allied university clubs.
8
2 Nov – 2 Dec, 2010 Registration Promotion 13 x 30sec commercials
16 Jan – 9 Feb, 2011 Spectator Promotion 11 x 30sec commercials
Radio Advertisement
We secured sponsorship with Fairchild Radio
to supplement the promotion campaign.
The following is the commercial schedule:
9. Marketing & Promotion
Poster Distribution
2 sets of posters (250 each) were
distributed to major Chinese malls
around Scarborough and
Markham area to capture
attentions to the event.
Major Locations:
First Markham Place
Market Village
Oriental Center
Pacific Mall
Splendid China
9
10. Marketing & Promotion
Website
The website <www.u-idol.org> is the Internet front
door for all key information regarding the event.
Key features included event schedule, contestants
introduction, news updates as well as sponsors logo
recognition (see Appendix).
10
179 243
1049
731
579
0
500
1000
1500
Nov Dec Jan Feb Mar
Number of Visitors Per Month
Statistic Highlights:
Total visitors (23/11– 24/03): 2781
Visitors per day: 23
Visitors on “Sponsor” page: 227
* Event ended on Feb 12, 2011
11. Marketing & Promotion
Facebook Fan-page
A fan page on the social media platform was
created to foster communication with the fan
base and enhanced promotion message with
multi-media vehicles (event photos and video
highlights are posted onto the page regularly).
We also utilized this channel to increase
sponsors recognition by posting related
status/messages, photos featuring sponsor
services and links directed to sponsors’
webpage.
11
12. Marketing & Promotion
E-newsletter
Total of 4 e-newsletters was sent to SCCC’s membership base of over 400 students.
12
Affiliated Organizations Website Promotion
The event was also promoted on more than 10 websites hosted by SCCC’s alliances or other affiliated
organizations
13. Sponsors On-site Exposure
Sponsors were acknowledged via the following ways during the event:
• Logo inclusion on overhead banner on stage
• Logo inclusion on U-idol posters posted around the venue on the day of the shows
• Acknowledgement in voice over, in the beginning an during the shows
13
Official On-Stage Banner
14. Sponsors On-site Exposure
Tier 1
• On-stage promotion privilege s during show times
• 2 stand up banners at the performance venue
14
Tier 1 & 2
• Promotional booth placed at venues during the shows allowing
interaction with spectators
• Banner placement below the stage
15. Media Coverage and PR Impact
Besides the advertising campaign, U-idol stories also appeared on a number of local Chinese
newspapers and magazines, bringing exciting news to the GTA community. Please see screen captures
in Appendix 4.
15
List of media coverage:
Final 15 Feb Today Commercial News
14 Feb 明報 (Ming Pao)
11 Feb 星島 (Sing Tao)
08 Feb 明報 (Ming Pao)
08 Feb 加拿大新聞商業網 (Newnews.ca)
Semi-final 09 Jan 加拿大都市網 (dushi.ca)
星島 (Sing Tao)
明報 (Ming Pao)
加拿大新聞商業網 (Newnews.ca)
Audition 26 Nov 約克論壇
Magazine interviews:
A two-page interview with the 8
finalists was featured in SC^3 Mag
(Issue #16)
16. Event Beneficiary
Net proceeds of U-idol 2011 events went to the International Disaster Relief Fund (IDRF) under The
Red Cross Canada. The IDRF allows Red Cross to response to any emergencies immediately within
hours; It also enables Red Cross to support multiple communities affected by disasters across the
world.
Funds donated to the IDRF will help provide the survivors of disasters with urgently needed food
shelter, first aid, basic health care and medical supplies. For further information, please visit The Red
Cross Canada Website at <www.croixrouge.ca/article.asp?id=23892&tid=001>
Majority of U-idol’s donation was contributed towards the Haiti Relief Project. The Red Cross is
committed to supporting earthquake affected communities in Haiti through the initial critical period
and throughout the recovery, reconstruction and development phases to build stronger communities.
• Funds Raised: $1000 CAD
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17. Final Words
Thank you for your support!
Without your valuable contribution,
U-idol 2011 would not has been a
success and such a great experience
for our contestants!
On behalf of our U-Idols and the
production team, we sincerely thank
you again!
Your feedbacks are welcomed. Please
contact us if you have any comments
regarding this year’s production.
Lastly, we look forward to working
with you again next year!
17
Report prepared by:
University of Toronto
Scarborough Campus Chinese Club
Contact Information:
sccc.uidol@gmail.com
18. Appendix 1: U-idol 2011 Finalists
18
1 Ryan Lee (York) 2 Sally Ip (Waterloo) 3 Sheldon Tsui (UOIT) 4 Coco Meng (UTSC)
5 Shan Zou (York) 6 Lilian Nie (UTSC) 7 Darwin Ye (McMaster) 8 Wendy Lei (Sheridan)
19. Appendix 2: The Production Team
19
Consultant:
Project Director:
Project Coordinators:
Assistant Coordinators:
Angeline Lau
Mandy Tse
Chery Chan, Christy Chan, Rachel Yuen, Ronnie Wu, Sabrina Liu
Elaine Or, Kay Ng, Janet Kwok, Johnson Su
22. 22
14 Feb, 2011 – Ming Pao
Source: http://www.mingpaotor.com/htm/News/20110214/tfb1.htm
23. 23
11 Feb, 2011 – Sing Tao
Source: http://news.singtao.ca/toronto/2011-02-11/community1297415436d3000722.html
http://www.mingpaotor.com/htm/News/20110208/tfa1.htm
08 Feb, 2011 – Ming Pao
26. 26
09 Jan, 2011 – Sing Tao
Source: http://news.singtao.ca/toronto/2011-01-09/city1294565462d2943751.html
http://www.mingpaotor.com/htm/News/20110109/tfc1.htm
09 Jan, 2011 – Ming Pao
