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Celebrating 20 Years

Celebrating 20 Years. What is it NOW and where does it go from here?. In February, 2010 the Pittsburgh Irish Festival took a risk and looked at itself through the eyes of its biggest fans. Its Two Founders and a roomful of its Ambassadors ….

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Celebrating 20 Years

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  1. Celebrating 20 Years

  2. What is it NOW and where does it go from here?

  3. In February, 2010 the Pittsburgh Irish Festivaltook a risk and looked at itself through the eyes of its biggest fans.

  4. Its Two Founders and a roomful of its Ambassadors …

  5. Staff, attorneys, accountants, Board Members, vendors, volunteers, festival goers and …

  6. An Eat n’ Park waitress.

  7. Who is the greatest influencer for PIF growth and success?

  8. That waitress.

    But we’ll address that later.

  9. We have four pages of drilled-down SWOT that is positive, negative, hopeful …and even a little scary.

  10. Unique Strengths

    1. Music/Leadership 2. Beer 3. Food 4. Dance 5. Value Perception 6. Location – WE ARE IN PITTSBURGH! 7. Longevity

  11. Weaknesses we can overcome

    1. Music – Need to broaden appeal and change-up lead acts 2. Beer – Need to lower price, and/or teach bartending to volunteers, and increase stations 3. Price – Need to increase ‘perceived value’ of cost of entry 4. Location – Need to address festival access and layout obstacles and “phobia” of area 5. Lack of awareness

  12. Opportunities we are going to take advantage of

    Bad economy (will work in our favor with value-perception). Pricing. Competition. Music. Brand Long term: extend life from one event to year-round revenue maker. Join Pittsburgh and Multi-County business communities Short term: enhance image (O’Creations); broaden awareness through vertical targets and increased geography Festival Broaden Music Mix Increase awareness and broaden appeal Target advertising and promotion geographically, demographically and interactively – most efficiently! Get Major new sponsors and possibly a naming sponsor

  13. Threats we are not afraid of

    No long term or short term business plan Bad economy perception/reality? Competition Decreasing attendance Increased expenses

  14. So what(?) … SWOT

    After 20 years and an afternoon with an Eat n’ Park waitress, we got to … Applaud our accomplishments in growth and popularity. Learned what we need to do to advance the festival to the next level including things like: Freshening up our logo and talking up our 20 Years Making several operational improvements Creating programs and value-added offerings to broaden and increase overall appeal and awareness. Increasing advertising and promotional efforts by exploring vertical targets (Pitt.Catholics/Irish) added geography/interactive and social marketing.

  15. Most importantly, we found a marketable brand, a BIG one … within it.

  16. Just like Bob DeNiro did. Los Angeles – Entering its ninth year, The Tribeca Film Festival is set to become associated with a new venture to distribute films digitally and in theatres under the “Tribeca” name. It is also embarking on another initiative to make some offerings available online to the paying public at the same time they are screening at the festival. http://www.nytimes.com/2010/03/03/movies/03tribeca.html

  17. And we have 11 more years of equity in our brand than he does.

  18. Bob and partners founded the “TriBeca Film Festival” nine years ago. The festival mission was to promote, help rebuild NYC after 9/11.

  19. Maura and Nan founded the “Pittsburgh Irish Festival” twenty years ago. The festival’s mission is to contribute to the rich cultural awareness of Irish history and tradition that exists in Pittsburgh.
  20. Today, Bob’s festival mission has not changed. However, it is now a subsidiary of the newly-formed, corporate brand, “Tribeca” an all-encompassing multi-media firm with the ‘film festival’ as one of its many product and service offerings.
  21. Today, Maura and Nan’s festival mission has not changed.Can it now become a subsidiary of a newly-formed, corporate brand, an all-encompassing multi-product and services firm with the ‘Pittsburgh Irish Festival’ being just one of its many Irish product and educational and cultural service offerings?

  22. Why not?

  23. Company or Corporate Brand Attributes

    Its most positive attributes: It’s Pittsburgh based but world renown It promotes Irish culture, goods, educational and outreach programs Products and Service subsidiaries: Pittsburgh Irish Festival™: One of its products is the largest Irish Party (Music/Beer/Shopping/Dance) in the state; fourth largest in the country Irish Education Outreach Program™ Equity/Longevity/U.S. Status Mass and Family(!) appeal

  24. What do you call it?

    Pittsburgh Irish® Pittsburgh Irish Cultural Trust® The Irish Council of Western PA Pennsylvania Irish® Irish Incorporated® Others …

  25. Discussion on establishing a new brand TBD.

    Meantime, we have an anniversary to Celebrate this year!

  26. Several new “Festival” logo designs are being considered.

  27. FestivalBrand Communication

    Its most positive attributes: It’s Pittsburgh based It promotes Irish Culture It’s the biggest freakin’ Irish Party (Music/Beer/Shopping/Dance) in town 20-Year Equity/Longevity/U.S. Status Mass and Family(!) appeal
  28. Festival Communication via Attributes Music Cheer
  29. Festival Communication via Attributes Food Marketplace
  30. Festival Communication via Attributes Dance Other Offerings Gaelic Mass

  31. 20th Anniversary Objectives

    Increase festival goers Increase festival revenue Broaden awareness/appeal
  32. Tactics Increasing Attendance Increasing Revenue Add vertical market(s) to media list: Catholics Direct Mail Pittsburgh Catholic Church Bulletins New Value Pricing 3-day weekend pass Carload pass Cost of entry bonuses: discount/free parking Multiple ticket discounts Trip to Ireland raffle stub Irish HH Direct Mail Local and National groups Beer Date-stamped Anniversary Mug Expand sponsorship Own bartender volunteers Sponsors/Naming Rights Costco McGuinness Sisters/Food Flaherty Chevy/Car
  33. Tactics Broaden Awareness and appeal Increasing Revenue In addition to vertical market(s) increase geo to media criteria: Interactive, Social, Cable TV, Local TV, Radio, Print Tri-County Coverage New Value Pricing 3-day weekend pass Carload pass Cost of entry bonuses: discount/free parking Multiple ticket discounts Trip to Ireland raffle stub Beer Date-stamped Anniversary Mug Expand sponsorship Own bartender volunteers Add higher income, other lifestyle targets/groups: Social Arts Singles Sponsors/Naming Rights Costco McGuinness Sisters/Food Flaherty Chevy/Car

  34. Campaign Unknowns

    Budgets: Media criteria Media Criteria: Primary Target: ADULTS 25-64 Secondary: Catholics/Irish Other: Eat n’ Park waitresses and others unaware of Festival and its benefits Geography: Counties. Allegheny · Armstrong · Beaver · Butler · Fayette · Washington · Westmoreland Timing: Campaign Period Creative Brief Wish list of Sponsors:
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