Comprehensive Marketing Plan for New Dawn Celebrations Event

This report presents a comprehensive marketing plan developed for the New Dawn Celebrations event in Adelaide, Australia. It begins with an executive summary and table of contents, followed by an introduction that outlines the event's scope, target audience of 150,000 people, and the importance of a well-defined marketing strategy. The report delves into a detailed marketing strategy, emphasizing the event as a communication tool and exploring the unique aspects of event marketing. It includes an in-depth discussion on marketing communication, the marketing communication plan framework (analysis of context, positioning, promotional mix, implementation, and evaluation), and specific steps for situation analysis, objective setting, and target audience identification. The plan also details promotional methods, including hoardings, flyers, and social media marketing. Outcomes, such as building relationships and broadcasting the event to remote areas, are also discussed. The target audience is defined as the main city residents, sponsors, and chief guests, and the message "Experiencing the New Dawns culture in Adelaide" is proposed. The report concludes by reiterating the value of the marketing plan and its components.

Running head: MARKETING PLAN FOR NEW DAWN CELEBRATIONS
MARKETING PLAN FOR NEW DAWN CELEBRATIONS
Name of the Student
Name of the University
Author Note

1MARKETING PLAN FOR NEW DAWN CELEBRATIONS
Executive Summary
This report is based on the formation of a marketing plan for an event and the marketing strategy
related to this plan. The promotional methods and strategies related to this plan are discussed in
this report.
The event that is to be promoted in this marketing plan is the New Dawns statewide celebrations
in Adelaide, Australia. The event is organized in Adelaide and the promotional plan is made to
attract the people from the main city and broadcast the event in the remote areas with the help of
the sponsors.
The report concludes with the saying the detailed marketing plan provided in the report will help
in attracting the sponsors as well as the audience of the event.

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Table of Contents
Introduction......................................................................................................................................3
Detailed plan for the promotion for the event.................................................................................3
Marketing strategy for New Dawn Celebration...........................................................................3
Marketing communication.......................................................................................................4
Marketing communication plan including marketing strategy................................................4
Target audience........................................................................................................................7
Message for the event..................................................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
Appendix..........................................................................................................................................9

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Introduction
This report is based on the design of the marketing and promotion plan for the event
organized by the New Dawn communities in Adelaide, Australia. The expected audience in the
event is around 150,000. This is one of the largest events happening in the state. This is not a
high budget event; however it happens on a large scale. There are many other regional events
that take place in the city at the same time.
This report is based on the marketing and promotion plan of the event. The marketing
strategy of this event is discussed in detail. This strategy will help to promote the event in the
city as well as in the remote areas. This will help in communicating the event to the target
audience, so that more and more people can be attracted towards the celebrations. The outcomes
of the marketing strategy taken into account are discussed in detailed in the report (Armstrong et
al., 2014).
Further, a message will be provided in the report regarding the marketing plan. The main
objective of this report is to develop a successful marketing plan to promote the event in such a
manner so that it attracts audience not only from the city, also from the remote areas (Bondar et
al., 2012).
Detailed plan for the promotion for the event
Marketing strategy for New Dawn Celebration
An event can be used as a communication tool to connect with a vast number of people.
The New Dawns event celebration in this will help connecting with many people and

4MARKETING PLAN FOR NEW DAWN CELEBRATIONS
communities together. Events industry is a large and expanding area where all types of activities
can be performed including arts, sports and music (Castronovo & Huang, 2012).
The New Dawns celebration is a cultural event of the New Dawn community. The events
industry is large and involves a vast number of people. This industry is unique and the marketing
and promotional strategies in this industry are different. The size of the audience of this industry
is large and due to this, the marketing strategy is also different. The marketing communication
strategy that is designed for the event promotion needs to be integrated (Constantinides, 2014).
Marketing communication
The process of communication can be defined as the way by which the thoughts about a
particular subject are conveyed and thereby the meaning of the message can be shared in an
effective manner (Sharples, 2014). The marketing and promotion of an event depends highly on
the communication, which can either be direct with the help of providing information to the
potential customers about the product thereby creating an image of the product or with the help
of feedback or research. The communications related to marketing mainly deals with the
marketing mix of the brand or product that helps in exchanging ideas or information about the
brand (Hollensen, 2015).
Marketing communication plan including marketing strategy
The process of planning of the marketing plan is important for the product, so that it can
gain the advantage over the other products in the market. This planning helps in managing the
risks involved in the process and thereby the returns can be analyzed.
In this case, the promotional and marketing process of the event needs to be planned keeping in

5MARKETING PLAN FOR NEW DAWN CELEBRATIONS
mind the audience and the factors related to the event (Killian & McManus, 2015). There is a
specific framework on the planning of the marketing communication, which is as follows,
 Analysis of the context
 Positioning and marketing objectives
 Developing the promotional mix
 Implementation of the plan
 Evaluation of the performance of the plan (Ryan, 2016).
The process of planning of marketing communications includes the following steps,
 Analysis of the situation – This step is the initial stage in which the current
position of the market is analyzed. The stakeholders of the organization
are analyzed so that it the decision can be made based on the people with
whom the communication is to be done. The activities of the competitors
are analyzed. In this case, the planning of the promotion of the event is
done based on the area in which the event is being organized and the
people taking part in the event (Thomas & Peterson, 2017).
 The main objective of the marketing plan is to set. This objective is based
on the awareness of the brand or the product that is being promoted and
the response of the consumers. In this case, the objective of the marketing
plan is to attract the people from the city towards the event (Yeoman et al.,
2012).
 Target setting – The target audience of the marketing plan are set in this
stage. The marketing plan and the process related to marketing are based

6MARKETING PLAN FOR NEW DAWN CELEBRATIONS
mainly on the target audience of the plan. In this case, the target audiences
are the people from the main city. The reason being that the event is
mainly organized between the people of the New Dawns community
(Armstrong et al., 2014)..
 The positioning of the brand in the market is important to ensure its
success. This mainly refers to the image the brand has created in the minds
of the consumers. In the same way, the message strategy is applied to
communicate with the consumers through a specific message related to the
promotional activities (Bondar et al., 2012).
 Methods adopted in the promotion and media strategies – The methods
related to the promotion of the promotion is the most important part of the
marketing plan. The methods that are decided in the marketing plan of The
New Dawn celebrations include, hoardings in the prime locations,
distribution of flyers in the main city area and social media marketing.
Social marketing includes platforms like Facebook, Twitter and LinkedIn
(Castronovo & Huang, 2012).
The marketing plan for the New Dawns event has several outcomes. Events are tools that
can help in achieving marketing objectives in a vast area. The planning of the marketing
activities in an event is important, the reason being that an event is a huge platform that can be
used to establish successful relationships between a group of individuals. The communication
that can be achieved in an event is huge (Constantinides, 2014).
However, there are many difficulties related to this, which includes the targeting of the
correct group of people or audience. In this case, the marketing plan provided for the New

7MARKETING PLAN FOR NEW DAWN CELEBRATIONS
Dawns can have several outcomes, which include, the building of relationships between the
people of the main city and the remote areas. The event will also be broadcasted in the remote
areas with the help of internet facilities. This will help the people of the remote areas to be a part
of the event even if is not being able to participate in person (Hollensen, 2015).
Target audience
 The people of the main city
 The sponsors of the event, including the government and corporates
 The chief guests, including government delegates (Killian & McManus, 2015)
Message for the event
The message of a marketing communication plan provides the statement related to the
positioning of the brand in the market (Thomas & Peterson, 2017).
The message for the New Dawns statewide celebrations would be “Experiencing the New
Dawns culture in Adelaide”. This message will create an impression in the minds of the people
who are interested in attending the celebrations.
Conclusion
The report can be concluded by stating that the detailed marketing plan including the
marketing strategy, objectives of the marketing plan, setting the targets, positioning of the event
in the market and the message related to the positioning and the methods adopted in the
promotional activity is provided in the analysis. The New Dawns celebration can be promoted
using the marketing plan provided in the report analysis.

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References
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson
Australia.
Bondar, I., Yelizarov, I., Mazurenko, N., & Mel’nikova, I. (2012). INNOVATIVE
MARKETING COMMUNICATIONS.
Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness, 6(1), 117.
Constantinides, E. (2014). Foundations of social media marketing. Procedia-Social and
behavioral sciences, 148, 40-57.
Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era:
Managerial guidelines for social media integration. Business Horizons, 58(5), 539-549.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Sharples, L. (2014). Strategic event creation. P. Crowther, D. May, & C. Orefice (Eds.).
Goodfellow Publishers.
Thomas, D. C., & Peterson, M. F. (2017). Cross-cultural management: Essential concepts. Sage
Publications.

9MARKETING PLAN FOR NEW DAWN CELEBRATIONS
Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S., & McMahon-Beattie, U. (Eds.).
(2012). Festival and events management. Routledge.
Appendix

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AnalysisofthecontextPositioningandmarketingobjectivesDevelopingpromotionalmixImplementationoftheplanEvaluationoftheperformance