A DECA paper I did in marketing two as a senior in highschool.

1. ADVERTISING CAMPAIGN EVENT
EARTHBOUND MUSIC FESTIVAL
Pinkerton Academy DECA Chapter
Pinkerton Academy
5 Pinkerton Street
Derry, New Hampshire 03038
Crystal M. Morelli
January 14, 2013

2. TABLE OF CONTENTS
I. EXECUTIVE SUMMARY
One-page description of the campaign
II. DESCRIPTION
Description of the product, service, company or business selected
III. OBJECTIVE(S) OF THE CAMPAIGN
IV. IDENTIFICATION OF THE TARGET MARKET
A. Primary markets
B. Secondary markets
V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN
VI. SCHEDULES OF ALL ADVERTISING PLANNED
VII. SCHEDULES OF ALL SALES PROMOTION ACTIVITY(IES) PLANNED
VIII. BUDGET (Detailed projections of actual cost)
IX. STATEMENT OF BENEFITS TO THE CLIENT/ADVERTISER
X. BIBLIOGRAPHY

3. I. EXECUTIVE SUMMARY
This plan is to advertise the first annualEarthbound Music Festival through promoting the
unique experience it provides to the target markets. The advertising image theme is
“Earthbound” which means we are bound to live in peace with earth, our home, and let music
bring people together to create serenity with the world. “Earthbound” embraces the slogan:
music makes this world go round; by people sharing music and nature together to keep us
moving along together. This theme in every respect shares the views of the specific primary
target market which will grab the attention in the following advertisement methods. The
campaignwill includeprint ads, broadcast media, online advertising, and viral marketing
strategies. Specifically, the print ads will include flyers posted in high traffic areas of selected
college campuses. The broadcast media advertising method will focus exclusively on radio
advertisements on targeted stations. Online advertisements will include the use of a YouTube
channel. Finally, viral marketing strategies will be centered onthe social media tools of
Facebook, Twitter, and memes. The goal is to achieve a high number of ticket purchases for ten
percent of the profit will go to the Environmental protection and Conservation Charity, in
addition to a portion of ticket sales being donated there will also be donation centers available
throughout various locations within the venue. This plan will get the festival noticed and the
event itself will not be short of any expectations advertised but hopefully even better.

4. I. DESCRIPTION
Earthbound Music Festival is a two day concert experience: on SaturdayAugust 17th
and
Sunday the 18th
2013in the 44 acres at Prowse Farm in Canton Massachusetts; for all to listen to
reggae based genres and join together in the optimistic vibes while being bound into the aroma of
earth’s pure atmosphere. The experience will connect the audience to the natural beauty of earth
while creating a communion embodied by the jamming of reggae and rock music. Essentially,
this festival will be a memory of warm summer air, chill sounds, awesome people, and nature’s
surroundings; to really feel how music makes this world go round, which is the slogan and
theme of the campaign. This experience will get into the mind, soul, and body of the individuals’
who attend to make it memorable and a phenomenon to continue for years.Most importantly
10% of the profits from this festival will go to anEnvironmental Protection and Conservation
charity, EarthShare,to give back to Earth and help our environment- a huge part of what this
festival celebrates. The performance line-up will include a variety of groups and solo artists
including: Rebelution, Soja,Sublime w/ Rome, O.A.R, Slightly Stoopid, Cypress Hill,Damian
Marley w/ Nas,Iration, Expendables, K’naan, and more!
In order to effectively advertise this event to the target market anddeliver an
unforgettable experience to the audience, several major advertising strategies will be used. More
detail on the specific advertising strategies can be found on section five labeled List of
Advertising Media Selection and the schedules for both advertising and promotion activities
followed on section six and seven. The campaign will meet the goals and objectives to make
Earthbound a distinguished service and event.

5. III. OBJECTIVE(S) OF THE CAMPAIGN
 Sell out the venue= Highest profits
 Relate to the target market; This will show strongly in ticket sales, the crowd at the event,
and how well the advertising tools worked
 Reach out to other target markets to increase sales and establish Earthbound Music
Festival
 Help the EarthShare charity by giving 10% of the profits

6. IV. IDENTIFICATION OF THE TARGET MARKET
A. Primary markets:
Age:17-25
Gender:female/male
Ethnicity:Primarily black or white
Education:college
Occupation:Anything; student
Income: Low
Marital status:Not married
Values:Music, nature, relaxation, happiness, holistic
Attitudes:Optimistic, caring, down to earth,
Open-minded
Lifestyle:Laid back, hang out with friends
Opinions:Nothing is better than music, art, people, and nature; spread the love
Beliefs:Believes in world peace, no discrimination, money is not a big deal
 This event will be highly targeted to
reggae music lovers between the ages of
16- 30, both men and women. It will be
full of the interests of these people for it
is those who will spend money on this
regardless of income. This market will
pay attention to music festivals around
and notice the advertising. They will
make this show viral on Facebook and
spread the word like wildfire.
B. Secondary markets:
Age: 30-50
Gender: female/male
Ethnicity: Primarily black or white
Education: out of college, older generation
Occupation:Job
Income: $20,000-up
Marital status:married possibly single
Values:Music, Seventies music, good time
Attitudes: One life to have fun, peace, optimistic
Lifestyle:Busy, family, enjoy fun opportunities
Opinions:Non-superficial
Beliefs:Staying in the younger generation
 This secondary market is anyone looking for
a unique experience of what today’s reggae
music is and loves to have a good time in
general. Age is older 30-50 and gender is
either male or female. Those with a higher
income to want to spend money on this. This
market will hear of this festival through the
radio, people, and through the social
networks they belong to. These people have
an open mind to hear the reggae music today
and used to be big Bob Marley fans or other
artists at the time.

7. V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE
CAMPAIGN
 Facebook page: All event information and Updates
 YouTube Channel:Jam sessions of music lineup. Promo-Video broadcasted. Live
Interview feed at festival.
 Radio: Advertisement for when tickets are available and all general information such as
location, date, and the lineup.
 Email: Sign up through Live Nation ticket venue and follow on YouTube through email
with videos from channel straight to e-mail.
 Texts: Sign up number with E-mail and get texts alerts about what is new to keep the
connection.
 Merchandise(sold at festival)
 Flyers: Put at all colleges in high trafficking areasProvides all general information and
when tickets are available. Also includes all social media tools to stay connected to all the
new information for the event. These include the main Facebook page, Twitter and hash
tag #earthbound13, and the YouTube channel. Flyers will be put in all dorms,
recreational halls, student centers, Event information halls, on-campus housing, bars,
food dining
 Interview of band for promo video: Live feed at the concert to use as a tool for
promotion of the festival in the next year.
VI. SCHEDULES OF ALL ADVERTISING PLANNED
Facebook Page Available April 2013
Twitter Countdown: Twitter hash-tag via
#earthbound13
March 2012-August 2012
*Live posts at event
YouTube Video Jam Sessions Starts April 20th
Radio Advertising: Radio 92.9, 92.5,107.1 Starts March 20th
2013
Tickets go on sale April 20th
2013
Interviews at concert/live feed: Keep people
motivated for next year’s festival
Twitter Live feed #earthbound13
August 17th
-18th
2013
Merchandise selling at festival August 17th
-18th
2013

8. VII. SCHEDULES OF ALL SALES PROMOTION ACTIVITIES PLANNED
Donations to EarthShare
charity at festival
Donation centers throughout
the venue
August 17th
-18th
Win tickets With donations to the charity
person will get put into
drawing for ticketsin the VIP
section and hang out with
bands
August 17th
-18th

9. $400,000 $387,400
$116,200.00
Revenue
Ticket sales
Merchandise
Concessions
VIII. BUDGET (Detailed projections of actual cost)
REVENUE
COST PER
ITEM
QUANTITY COST PROFIT
Ticket sales $400,000.00
Merchandise $363,500.00
Concessions $405,000.00
Selling
price quantity revenue
Ticket sales $80 5,000 $400,000
Merchandise
sunglasses $10 2500 $25,000 $.50 4000 $2,000 $23,000
sweatshirts $40 4000 $160,000 $21.00 5000 $105,000 $55,000
shorts $20 2800 $56,000 $3.00 3000 $9,000 $47,000
T-shirts $25 4900 $122,500 $5.00 6,000 $30,000 $92,500
Total
Revenue
$363,500.00 $217,500
Concessions
Pizza $6.00 5200 $31,200.00
Chicken
Fingers/ Fries $8.00 6000 $48,000
Soda $1.50 3000 $4,500.00
Water $1.25 6000 $7,500.00
beer/ drinks $6.00 5500 $33,000.00
Total
Revenue $405,000
TOTAL
REVENUE
$772,500.00
Proceeds to
Charity 10% $77,250
TOTAL
PROFIT $1,022,500
1,000 flyers at each college
UNH, UMass Amherst, Keene State,
Plymouth, UNE, Manchester Community
College, BU, BC, Suffolk University,
Emerson, Simmons, Worcester, URI,
Rodger Williams
15 Schools (1,000) = $15,000

10. X. STATEMENT OF BENEFITS TO THE CLIENT/ADVERTISER
 Reach sales and profit goal to sell out the venue; 5,000 tickets
 Establish Earthbound Music Festival as a viable brand
 Artists make a profit
 Increased expansion for the artists
 Improve the image due to philanthropic involvement: Donations to
Charity
 Become a completive event in the music industry
 Create a memorable event