KSU Night Owl Productions

Ashley Seagraves,Catherine
Dunn, and Laila Harris
Description of Company/Organization
● Night Owl Productions is an organization that is a part of Kennesaw State University’s Department of Event and Venue

Management.

● It was founded in 2012 and is ran by students that attend KSU.

● There are over 300 employees and they hold many events such as Owl O’ Ween and Life in Color (music festival)

● By joining this company students learn leadership skills and gain experience
Objectives
● Our objective is to gain attendance by 60k people

● We also want to have a profit of at least $3 million dollars.

Promotional Plan: Target Market
- College students at Kennesaw State and other surrounding colleges such as Georgia Tech and Georgia state

- Middle class families

- People who enjoy concerts, spending time with family, and love Christmas time

- Like to attend concerts/festivals and like to spend money on food and drinks.
Promotional Plan: Event Description
● Christmas concert event at Fifth Third Bank Stadium

● Mariah Carey, Kelly Clarkson, and Michael Buble.

● Light show, inflatables, an appearance by Santa, food vendors, ornament making stations, hot chocolate and smores stations.

● Activities located outside the seats of the stadium.

● Expected attendance is about 60,000 people.

● From 3pm-9pm
Promotional Plan: Advertising Plan
● All over social media platforms with a lively christmas ad displaying the artist and events.

● Billboards and posters

● Ad featuring the selected artist performing

● TV mainstream commercials

● Decorated as a winter wonderland with snowflakes, snowmen, and fake snow.

Promotional Plan: Sponsorship Plan
● Chick-fil-a and Publix.

● Covering 2 million dollars worth expenses

● Sponsors advertised throughout event.

Promotional Plan: Sales Promotions
Specialty Media:

● Light up wristbands that customers will get as they enter the concert.

● Bobbleheads of all the artists that are performing at the concert.

● DIY posters/ arts and craft station that artists have signed (bring poster to get signed)
Promotional Plan: Visual Display
● Winter wonderland

● Decorated with snowflakes, snowmen, and fake snow.

● The signage will match by being in the shape of snowflakes, reindeers, and sugar plum fairies.

● Signs will have sponsor’s logo on them so they can raise awareness with our audience.
Promotional Plan: Publicity
● Social media posts and have it go out to zip codes that surround Kennesaw State University

● Posts throughout December providing information on how to buy tickets and where the event will take place.

● Promoting by using television ads, similar to stone mountain christmas in the park commercials,
 Promotional Plan: Risk Management Plan
Economical risk: Inflation crisis occurring during the time of our event

- Cause target market not to spend money

- Lower the prices of the tickets so that our target market can afford them and their necessities.

Natural risk: Snow since our event is during the winter season

- Warming tents where guests can seek refuge and wait out the weather.

- Employees clearing the walkways with salt

Human risk: People getting trampled during the concert or people fighting for places in lines at the food stands

- Professional, well-trained, experienced staff

- Staff cover event and step in if they see any altercations

- Insurance
Event Management and Staffing
Budget: Projected Ticket Sales for the Festival

1-Day Ticket Advanced Week Of Family Plan Student Total

Special

Estimate 30,000 10,000 10,000 10,000 60,000

(Tickets)

Price 45.00 $55.00 $50.00 $35.00 185

Gross $1,350,000 $550,000 $500,000 $350,000 11,100,000

Budget: Projected Sales from Vendors
1-Day Vendors

Estimate Amount of Vendors 10 food trucks

Price $475 for each truck

Gross $4,750

Total Est. Vendor Gross $4,750

 Budget: Projected Cost of Materials/Services
Opening Artist 3 million ( 1 million for each artist) Field $1,000
Cover/Transport

Parking $10 per car and shuttles

Advertising 1 million
Fee/Shuttles comes with venue
Blow thru Barricade 30,000

Dressing Rooms Included with venue

Video/Camera Videos $30/ Camera man
Package $20 hour
Electricians $1500 (150 per hour)
Police (KSUPD) $20,000
EMS $1,150 and Medics
Creative Package $2,000 Stage $14,000
FOH Staffing Provided through Night Owls Insurance $20,520

Grounds/Venue Cleaning Provided through Night Owls Box Office Staff Provided through Night
Owls
Local Crew Provided through Night Owls
Signage/Directiona $50,000
l
Tour Catering $7,500
Trash Receptacles Provided through Night
Backdrop $300
Owls
Projected revenue

Total Projected Gross Revenue $11,700,000

Total Projected Expenses $4,151,870

Projected Net Revenue $7,548,130

Statement of Benefits to the Organization
● Since this event will be one of the only ones they've held since the pandemic it will raise awareness of the company.

● More people will come back to other Night Owl events once they see how well this one went.

● Gain more employees as students see their excellent work.

● Night Owl productions will gain a lot of revenue from this event (see budget). This will be a huge benefit since the company has

been struggling to make a profit because of the pandemic.

Appendix