KSU Night Owl Entertainment

Promotional Plan

By : Omar Jallow and Jeremiah Cateau

Table of Contents

Executive Summary 3

Description of Organization 4

Objectives 5

Promotional Campaign 5
Target Market 5
Event Description- 5
Sponsorship Plan 6
Advertising Plan 6
Sales Promotion 6
Visual Display Plan 7
Publicity/Press Releases 7
Risk Management 7

Budget: 8

Statement of Benefits to Organization 9

Appendix. 10
Executive Summary

Night Owl productions is an entertainment organization run by students at Kennesaw

State University that creates and manages events for the Kennesaw community. The

organization displays unification between students and prepares them with real world experience

with venue management. In addition, Night Owl productions employs over 300 students at KSU

which give them opportunities to form relationships, gain skills and great first hand experience

that will stay with them and benefit them for life. Kennesaw State undoubtedly has one of the

best production programs in the country.

The “ All Day ATL 2023” is a one day concert on May 27, 2023. The concert will host

some of the best rappers in Atlanta including Young Nudy ,21 Savage , Future and Latto. With

Lil Baby being our headliner. This event will be held at the Fifth Third Bank Stadium at

Kennesaw State University. Our primary objective of our concert is to have 5,500 people in

attendance. We plan to meet this goal by promoting our concert in a variety of ways through

different platforms.

Our event will be primarily targeted to young adults and teens, students who enjoy

listening to rap music. We plan to use this event as a summer kickoff event as a reward for

students' hard work during their school year. Majority of our target market identify wings as one

of their favorite foods therefore we made America Deli one of sponsors. Our other sponsor is

Coca-Cola so we can keep the fans hydrated throughout the concert. Advertisements for the

concert will be shared through the most popular radio stations, commercials, and social media.

Each artist will be promoted so people who desire to attend can become familiar with the artist in

attendance. In order to meet our maxim occupancy goal of 5,500 we will hold a sales promotion

to have more in attendance. For example, tickets will be 5% off for all KSU students. Also we

will use press releases and social media to release our surveys about what fans want to see at our
concert. In order to keep our concert safe and orderly we will use risk management to prevent

injuries and insure safety for all.

Most of our expenses from our budget come from paying for our artist and our

advertising for our event. We plan to use the advertising to make sure we fulfill our goal of 5,500

people in attendance. Our other expenses include security, medical, food, cleaning crew, stage

items, etc. Also we have allowed $10,000 in the budget for extra cost. We expect to make

$385,000 income from our ticket sales and we expect our expenses to add to $343,530.60. After

subtracting our expenses from our income we expect to make a profit of $41,469.40

Description of Organization

Night Owl productions is an entertainment focus organization based in Kennesaw State

University. The purpose of Night Owl production is to create and see out engaging events for the

Kennesaw State community. The organization strives to encourage unity and togetherness within

students while also giving students opportunities for valuable experience in the field of event for

venue management. On a whole, the organization is powered by students for the benefit of other

students.

To continue, Night Owl productions provide students with a source of employment.

They currently employ over 300 students with hands-on jobs full of experience. It enables

students to play a large role in the success of the university and the community. The endless

leadership opportunities give students a shot to gain skills, relationships , and experience that

will stay with them past their years in university. As of September 2012, Kennesaw State

University serves as home to one of the best production organizations in the country.
Objectives

The objective of our plan will accomplish our goal of 5,000 persons in attendance. We

will carry out advertisements. This will be checked after our headliner “Lil Baby” performs

because most of the fans are attending because of him.

Promotional Campaign

Our event is called “ALL DAY ATL 2023”. We will hold this event May 27th, 2023 at

the Fifth Third Bank Stadium. We will host this concert from 4:00 PM to 10:00 PM.We

plan to host a concert including some of the best rappers in Atlanta. We will host this

concert from 4:00 PM to 10:00 PM. These rappers would be artists like Lil Baby, Young

Nudy ,21 Savage , Future and Mulatto. With Lil Baby being our headliner

Target Market

We plan to focus our target market on teens and young adults, specifically highschool

and college students in the metro area. Our festival will be most enjoyable for people who

frequently listen to and enjoy rap and trap music. Attendees should live in the Cobb

county and Fulton country area and favor activities like parties and concerts.

Event Description-

Our event “ALL DAY ATL 2023” is a concert that will have some of the best Atlanta

rapers there. We want to target the teens and young adult students to attend so this concert

can kick their 2023 summer off to a good start. We expect to have 5500 people attend the

concert because some of people's favorite music artists will be in town all at one time

and it will be a once in a lifetime experience.

 Sponsorship Plan

As we are located in Atlanta , we know that chicken wings are a food of extremely popular

interest. In fact, we are sure that the majority of our targeted market will identify wings as their

favorite food. As a result of this, our event will be sponsored by American Deli. Chicken Wings

and Coca Cola drink products for everyone!

Advertising Plan

For our advertisements, leading up to the festival we plan to have a series of ads put out to

the public through commercials, social media, and the hottest radio stations(Broadcast, Internet

and Speciality). Each artist will feature in at least 1 ad each in which they will promote the event

as their music plays in the background. We believe that these ads will raise awareness about our

event along with building familiarity and connection between fans and artists, and the artists’

music.

Sales Promotion

Our original ticket price will be $75 dollars.We will sell tickets for 15% off for people who

purchase them within the first two weeks of release. However, tickets will be 5% off for all KSU

students. We will hold finish the lyric competitions for the artists present, with winners receiving

free merchandise from our store. There will be a VIP section available (tickets for purchase) and

we will also have VIP backstage passes for purchase as well. A raffle will be held in which you

pay three dollars to enter your name upon entrance to the venue for a chance to win free wings

and merchandise.
Visual Display Plan

At our event, we plan to sell a variety of items. Firstly, we will have a sale of t-shirts, some

promotion “ALL DAY ATL 2023” and others promoting our artists. We will also sell these in

varieties of jackets, hoodies, windbreakers, and sweaters. We will sell bobbleheads of each of our

artists. We will also sell keychains, water bottles, phone cases, and more with our logos on it.

Publicity/Press Releases

We plan to hold various surveys leading up to the festival regarding different activities and the

general notion regarding what our community would love to see at this event. At the end of the

day, our number one goal is to satisfy our customers by giving them exactly what they want. This

way they will have a more enjoyable experience and be left wanting another. Also, 40% of all

earnings from ticket sales will go to a charity of the students choice.

Risk Management

Putting on an event of this caliber comes with great opportunity risk as well. These risks present

themselves in the forms of economic, natural and human. The economic risk associated with our

event is that the projected amount of people to come and purchase tickets does not match the

actual number of people that do. This would put us at an extreme economic disadvantage as we

would lose plenty of money, especially the money that goes to the charity. Our profit would be

negatively affected. The natural risk that could be associated with our event is rain. As it will be

springtime in Atlanta, rain is common and plentiful. Since our event takes place outdoors, we

would be heavily affected. We will provide tents for people in attendance and remind people to

bring umbrellas if possible. The projected human risks with our event can be fighting and theft.
The fighting can elevate with weapons and more along with the theft, creating an unsafe

environment for our consumers. These various risks are sadly inevitable, however it is

imperative that we take the proper precautions to prevent these risks. We will be sure to train and

screen our employees which will prevent theft as well as provide safe conditions for all. We plan

to utilize insurance partnerships to create product and service warranties that reimburse us in the

event of dilemmas at our event and protect us overall. By putting on this large scale we

acknowledge and accept the risks that come along with it. We plan to input plenty of security to

avoid theft and other confrontational problems. Our event organization will also assist in

avoiding issues such as overcrowding.

Budget:
Statement of Benefits to Organization

Our concert “ All Day ATL 2023” which is being held at the Fifth Third Bank Stadium will highlight that

this stadium can be used for more events than just sports. This can hold concerts, festivals, ceremonies

and many other events. We want to show people that this Kennesaw State stadium can be used for

many events so eventually other large companies can rent out this venue as well. Also by hosting our

concert here we hope to bring an increase in support and publicity here at KSU and to display that they

care about the community.

Appendix.