Hometown Heritage Fest

Marketing Plan

Festival Dates: Thursday, April 21st (set up)-Saturday, April 23rd, 2016
Website: HometownHeritageFest.com
Twitter: @HometownHFest
Instagram: @HometownHFest

Produced by: Bigtown Sounds production

Festival CEO: Jimmy King, head of Marketing, and Event Planning.

Kingja11@suny.oneonta.edu
(845)-706-1647

108 State Street

Boston, MA 02109

Hometown Heritage Fest

Dates: April 21st-April 23rd, 2016

Festival Overview
Hometown Heritage Fest is 3 day production with 1 day of setup and 2 days of entertainment
and vendors. While music is the main attraction, the live entertainment will be accompanied by
vendors presenting local food, clothing, art and businesses. In addition, With 2016 being its
inaugural year to a hopeful annual event, Hometown Heritage Fest aims to attract over 10,000
people from Boston, Massachusetts, and the entire North East it its opening year.
Furthermore, Samuel Adams, one of the two major sponsors for the festival, will throw an after
party between entertainment day 1 and 2 for bands, crew, and VIP including contest winners.
The mindset behind Hometown Heritage Fest is to show appreciate and support to the DIY
lifestyle throughout Boston. Included in this marketing plan will be information detailing
sponsorships, promotion, media, press, ticketing, giveaways, merchandise, and event plans set
to amplify ticket sales and revenue to its full potential and to make Hometown Heritage Fest a
yearly favorite among Festivals in the Northeast. Please contact Jimmy King with any event
planning and marketing inquiries.

Phase 1(July 2015-December 20th 2015)

Goals:
o Announce Festival with following details on September 4th 2015:
1 Headlining band and 4 Supporting bands

1 Major Festival Sponsor( Either Dunking Donuts or Samuel Adams)

Announce Venue(Fenway Park)
Announce dates(April 24th-25th)
Announce Online ticket sale availability date (December 4th)
Announce Ticket options and pricing
-1 Day pass= $35.00

-2 Day pass=$60.00
-VIP Pass( Early entry-2 Day pass, Festival Merch Pack[Laminate Lanyard Ticket, Shirt,
Poster, Water bottle] and $10 food voucher)= $100.00
-Festival Exclusive Pass(All things included in VIP Package plus access to designated
Festival Exclusive areas, access to Festival Exclusive hangout lounge[sponsored by Dunkin
Donuts], $20 food/beer(21+) voucher an a private meet and greet with a band of your
choice)=$150.00
o
o
o
o
o
o
o

Reach 5,000 likes on official Facebook by ticket sale date

Reach 2,000 followers on official twitter by ticket sale date
Reach 2,000 Followers on official Instagram by ticket sale date
Have 40 local vendors confirmed by announce date
Have 15 local vendors confirmed by August 1st
Have 15 bands confirmed by June 1st
Send event info and lineup to bands agencies, online press sites, potential sponsors,
vendors, venue, business surrounding venue and production crew by announce date.

Keypoints:
o
o
o
o

Have festival Headliners lineup confirmed by August 1st

Have Festival artwork and promo video completed by August 15 th
Send out promo material to already confirmed vendors by August 15 th
Have Samuel Adams Block Party after party event info and promotion completed by
August 15th

Target Dates:
o Have all internal parties equipped with promotion materials ready to announce by
o
o
o
o
o
o
o
o
o

August 22nd
Online interview with Alternative Press on July 15th (Released two weeks after
announcement date)
Interview with 1 Boston Headlining band on WAAF 107.3 FM, Boston on October 13th
Interview with Dunkin Donuts on WHJY, 94.1 FM, Providence, Rhode Island on 0ctober
7th
Internship and volunteer lecture at Berklee College of Music on October 28th
Interview and band performance on WCVB-TV Boston on October 30th
Release free ticket and Festival Exclusive pass giveaway contest on October 30 th
Release ticket availability on December 4th at online retailers
Open ticket sales at select Dunkin Donuts and local vendors on December 11th
Have all Headlining bands contracts completed by July 18th

Promotion setup and timeline:

o Appearing at Posters to local vendors by 2 weeks after announcement date
o Promotion videos and content posted by 1st announcement of bands on announcement
date
o Information and promotional booths set up at select shows in New England venues and
University concerts starting directly after announcement date
o September- Recorded radio advertisement goes live
o Have major sponsors announce sponsorship on announcement date
o Send out promotional packet to online subscribers in November
o Hand out promotional carabineers and sunglasses at Universities starting in November

Retail:
o Send out promotional items to local music stores throughout Massachusetts
o Have local food vendors start x-number of purchases for festival food voucher
promotion
o Have 3 select Dunkin Donuts start festival promotional voucher codes
o Special Hometown Heritage Fest drink at Dunkin Donuts

Online:
o
o
o
o
o

Promotions by Alternative Press

Promotions by Metalsucks.com
Promotions by Property of Zack
Promotions by Dunkin Donuts
Promotions by Samuel Adams

Electronic Media:
o WAAF 107.3 FM, Boston
o WHJY, 94.1 FM, Providence, Rhode Island
o WCVB-TV Boston

Radio Promotions:
o
o
o
o
o

Interviews on various radio stations with Boston headlining band

Festival promotion after band playing festival has music played on air
Acoustic performance of Boston headlining band on air
Commercial put on air
Radio giveaway contest goes live

Giveaway promotions:

o 1 All Exclusive pass, 2 VIP passes and 5 two day passes contest give away on Facebook,
twitter and Instagram chosen at random through reposts and hashtags
o 10 two day passes given away through contests on radio
o 5 two day passes given away at Select Boston University concerts(1 per show)
o 5 two day passes given away at The Palladium in Worchester(1 per show)

Display Promotional Items:

o Festival posters at venues, vendors, universities, music stores and around the streets of
Boston
o Logo on special festival drink cup at Dunkin Donuts
o sheets with first band announcements(Black and White)
Phase 2(December 21st April 20th)

Goals:
o
o
o
o
o
o

Announce entire festival lineup by February 14th

Announce entire festival vendor lineup by March 1st
Reach 10,000 likes on facebook by full festival lineup release
Reach 4,000 followers on Instagram by full festival lineup release
Reach 4,000 followers on twitter by full festival lineup release
Have 3,000 tickets bought two weeks after full festival lineup is released

Keypoints:
o Have 9 date Road to Hometown Heritage Fest tour containing bands playing the
festival routed and announced two weeks after full festival lineup released
o Track ticket sales and areas of sales to maximize which location needs more promoting
o Increase online, radio, and TV activity
o Have more bands promote the festival more heavily

Target Dates:
o Announce full lineup on February 14th through social media sites
o Have full lineup released on Alternative Press and Property of Zack on February 14 th
o Have a panel discussion and Internship/Volunteer training at Berklee College of Music
o
o
o
o
o
o

on March 8th
March 9th- Interview with Alternative Press
March 10th- Interview with Property of Zack
March 11th- Interview on WCVB-TV Boston
April 11th-April 19th- Road to Hometown Heritage Fest tour
Panel discussion between festival founder and select festival bands on Fuse TV-April 20th
Festival setup-April 21st

o Festival run dates-April 22nd and 23rd

o Samuel Adams Block Party-April 22nd(11:00PM)

Promotional Timeline:
o
o
o
o
o

January- Continue with promotions at shows and universities using 1/4th sheets
Increase online activity after full festival lineup is released
Release updated fliers with full lineup and info on full festival lineup release date
February-Continue commercial promotions on radio
April 18th- Alternative Press release live footage of first date of Road to Hometown
Heritage Fest tour

Retail:
o Festival merch sold at local music stores

Online:
o Festival Merch sold on official festival website

Electronic Media:
o Increase radio promotions on WAAF 107.3 FM, Boston and WHJY, 94.1 FM, Providence,
Rhode Island
o Panel discussion on Fuse TV April 20th

Giveaway promotions:
o Repeat giveaways from phase 1
o Increase carabineer and sunglasses giveaways at universities
o Promotions tables at shows/concerts at universities
o Promotional items given away at Boston Bruins games