PITTSBURGH, PA

DETAILED MARKETING PLAN

Presented by PromoWest North Shore and Opus One
SHOW: The Lumineers
DATE: February 8, 2013
VENUE: Stage AE
ANNOUNCE DATE: November 12th
PRESALE DATE: November 14th
ON SALE DATE: November 16th
STARTING BUDGET: $10,000
GOALS:
To sell 2,600 seats and achieve a sold-out show.
Promote the venue.
o Promote venues sponsors.
American Eagle Outfitters
Coors Light
Coca Cola
Promote the band.
Gain more loyal customers for Stage AE.
RADIO:
The Kiss 96.1
Afternoon, 2-6pm
$75 per spot
40 spots (buy 20, get 5 free)
25 spots the first week tickets are on sale (Nov 13th Nov 19th)
25 spots the week before the show (Jan 31st Feb 7th)
Station Total: $3,000
The X 105.9
Midday, 10am-2pm
$70 per spot
40 spots (buy 20 get 5 free)
25 spots the first week tickets are on sale (Nov 13th Nov 19th)
25 spots the week before the show (Jan 31st Feb 7th)
Station Total: $2,800
Radio Tie-Ins
26 spots, 13 per station
6 spots starting the day tickets go on sale (Nov 16 th Nov 21st)
7 spots the week before the show (Jan 31st Feb 7th)
Tie-In Total: $1,170
Radio Total: $6,970

PRINT:
Pittsburgh City Paper
3 ads
Full-page ad, the week tickets go on sale (Nov 14th Nov 20th)
Split with other Stage AE shows
$495
1/3 strip ad, one month before the show (Jan 9th Jan 15th)
Split with other Stage AE shows
$68
Full-page ad, one week before the show (Jan 30th Feb th)
Split with other Stage AE shows
$495
Print Total: $1,058
SOCIAL MEDIA:
Facebook
2 banners, one week each
$60 per day
The week tickets go on sale (Nov 12th Nov 18th)
One week before the show (Feb 1st Feb 7th)
Social Media Total: $840
POSTERS/FLYERS:
Posters
Street Team 80 at $.12 a piece (Jan 21st)
In Venue 20 at $.12 a piece (Jan 21st)
Posters Total: $12
Flyers
Street Team 1,500 at $.08 a piece (Jan 21st)
Handbills 1,500 at $.08 a piece (Jan 21st)
Flyers Total: $240
Posters/Flyers Total: $252
STREET TEAM CAMPAIGN:
Distribution of flyers at all similar PromoWest concerts.
Listed on venue marquee. Include on PromoWest concert calendars.
Flyering all local businesses that attract the appropriate demographic.
Flyering at all local colleges including Pitt, Duquesne, CMU, PPU, Carlow, RMU.
Interns to street team weekly until week of show.
Flyering at Steeler and Pitt home football game tailgates.
INTERNET:
Shows listed on the following website:
www.promowestlive.com
www.ticketmaster.com
www.facebook.com paid advertising
www.myspace.com/stageae
www.twitter.com/Stage_AE
www.stageae.tumblr.com
PromoWest e-mail newsletter (over 90,000 subscribers)
To be sent out Nov 12th, Nov 15th, Dec 19th, Feb 4th

PROMOTIONS:
Ho Hey Photo Contest (Begin Jan 28th, end Feb 1st, winner chosen Feb 5th)
Begin: Jan 28th
Entries are to be submitted through the Stage AE Instagram (@stageae) and tagging
#sweetheart.
Entries are to be a photo of them and their sweetheart.
End: Feb 1st
Most unique/creative photo wins the contest.
Winner receives dinner at the Bettis Bar & Grill ($150 allotted) and 2 tickets to the show.
Winner will be chosen on Feb. 5th
Promote: Facebook & Radio spots (already paid for)
Cover Contest (Begin Nov 26th, end Dec 17th, winner chosen Feb 6th)
Begin: Nov 26th
Entries are to be submitted through the Stage AE Facebook page by uploading the video to
YouTube
and posting a link on the Stage AE Cover Contest event wall.
Entries are to be a video of them covering any Lumineers song.
End: Dec 17th
Best cover wins the contest.
Winner receives a 30-minute private lesson from the band and 2 tickets to the show.
Winner will be chosen on Feb 6th
Promote: Facebook & Radio spots (already paid for)
Music Video Contest (Begin Dec 3rd, end Jan 7th, winner chosen Feb 7th)
Begin: Dec 3rd
Entries are to be submitted through the Stage AE Facebook page by uploading the video to
YouTube
and posting a link on the Stage AE Music Video Contest event wall.
Entries are to be a music video set to a Lumineers song that tells a story about the song.
End: Jan 7th
Most creative/best story-telling video wins the contest.
Winner receives a short meet & greet with the band and 2 tickets to the show.
Winner will be chosen on Feb 7th.
Promote: Facebook & Radio spots (already paid for)
Radio Tickets
20 tickets to The Kiss
10 tickets delivered Nov 13th
10 tickets delivered Jan 31st
20 tickets to The X
10 tickets delivered Nov 13th
10 tickets delivered Jan 31st
Total Promotions Cost: $150
Total Ticket Comps: 46 tickets
OTHER:
Press release sent out to all area radio stations, TV stations, and print outlets. (Nov 12 th)
Misc. Costs:
Radio Voiceover - $340
Print Ad Mat - $120
Hanging Charges - $45
Total Misc. Costs: $505
TOTAL COSTS: $9,775
REMAINING BUDGET: $225

The Lumineers Budget

Starting Budget: $10,000

Paid Advertising
Radio
96.1 Kiss FM (Top 40)
Afternoon: 2pm-6pm
$75 per spot
40 Spots (buy 20 get 5 free)
20 Spots one week before tickets go on sale
20 Spots one the week before the show
Station Total: $3,000
The X 105.9 (Modern Rock)
Midday: 10am-2pm
$70 per spot
40 Spots (buy 20 get 5 free)
20 Spots one week before tickets go on sale
20 Spots one week before the show
Station Total: $2,800
Tour Design Radio Ad $340
Radio Total: $6,140
Print
Pittsburgh City Paper (Weekly)
$495 Full Page Advertisement one week before tickets go on sale
$68 1/3 Page H. Advertisement one month before the show
$495 Full Page Advertisement one week before the show
Tour Design Ad Mat- $120
Print Total: $1,178
Online Social Media
Facebook Banner
$60 per day for a total of two weeks
Two Weeks
7 days one week before tickets go on sale
7 days one week before the show
Facebook Total: $840
Internet Tie-Ins
$45 per day for a total of 26 radio tie-ins
13 conjunctions with 96.1 Kiss FM
6 spots starting the day tickets go on sale
7 spots the week before the show
13 conjunctions with The X 105.9
6 spots starting the day tickets go on sale
7 spots the week before the show
Internet Total: $1,170
Online Total: $2,010

Printing Costs
Posters
Event Poster 11x17- Street Team - 80*0.12= $9.60
Event Poster 11x17- In Venue - 20*0.12- $2.40
Poster Total: $12.00
Flyers
Event Flyers 8 x 11- Street Team- 1,500* 0.08= $120
Event Flyers 8 x 11- Handbills- 1500* 0.08= $120
Flyer Total: $240
Hanging Charges/Permit - $45
Printing Costs Total: $297
Promotionals
Ho Hey Photo Contest
2 Comp Tickets
$150- Dinner for two at Bettis Bar & Grill
Promote via Stage AE & Lumineers Facebook & Radio Spots (already paid for)
Cover Contest
2 Comp Tickets
Promote Via Stage AE & Lumineers Facebook & Radio Spots (already paid for)
Music Video Contest
2 Comp Tickets
Promote via Stage AE & Lumineers Facebook & Radio Spots (already paid for)
Comp Tickets for Radio Stations
20 tickets- 96.1 Kiss FM
20 tickets- The X 105.9
Total Promotional - $150
Total Comp Tickets: 46

Remaining Budget: $225

November
Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

10

11

12
Announce
E-Mail
Press
Release
Facebook
19
Radio Ads
Online Ad
City Paper

13
Radio Ads
Facebook

14
Pre-Sale
Radio Ads
City Paper
Facebook

15
E-Mail
Radio Ads
City Paper
Facebook

17
Radio Ads
Online Ad
City Paper
Facebook

20
Online Ad
City Paper

21
Online Ad

22

16
On-Sale
Radio Ads
Online Ad
City Paper
Facebook
23

26
Cover Promo

27

28

29

30

18
Radio Ads
Online Ad
City Paper
Facebook
25

Start

24

December
Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday
1

3
Music Video
Promo Start

10

11

12

13

14

15

16

17
Cover Promo
End

18

19
E-Mail

20

21

22

23

24

25

26

27

28

29

30

31

January
Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

7
Music Video
Promo End

9
City Paper

10
City Paper

11
City Paper

12
City Paper

13
City Paper

14
City Paper

15
City Paper

16

17

18

19

20

21
Street Team
In-Venue Ads

22

23

24

25

26

27

28
Photo Promo
Start

29

30
City Paper

31
Radio Ads
Online Ad
City Paper

February
Sunday

Monday

3
Radio Ads
Online Ad
City Paper
Facebook

4
E-Mail
Radio Ads
Online Ad
City Paper
Facebook

10

Tuesday

Wednesday

Thursday

Friday

Saturday

1
Photo Promo
End
Radio Ads
Online Ad
City Paper
Facebook
8
Day-Of

2
Radio Ads
Online Ad
City Paper
Facebook

6
Cover Promo
Winner Annon.
Radio Ads
Online Ad
Facebook

7
Music Video
Winner
Annon.
Radio Ads
Online Ad
Facebook

11

5
Photo Promo
Winner
Annon.
Radio Ads
Online Ad
City Paper
Facebook
12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28