Touching The Soul of African American Consumers
Table of Contents Overview
Page 3
Objectives
Page 5
Promotional Strategy
Page 6
Event Opportunity
Page 7
2001 Promotional Summary
Page 8
2001 Radio Promotions
Page 9
Doug Banks Morning Show
Page 10
2001 Media and Public Relations
Page 11
2001 Sneak Previews
Page 12
2001 Verizon Employee Initiatives
Page 13
2001 Media Results
Page 14
2001 Event Recap
Page 15
2001 SBMF Concert Video
Page 16
2001 Audience Demographics
Page 17
2001 V-Team Recap
Page 18
2001 Verizon Branding
Page 19
2001 Audience Comments
Page 25
2001 SBMF Research Findings
Page 26
Upcoming 2002 Opportunities
Page 27
Highlights
Page 28
Key Dates
Page 29
National and Local Promotions
Page 30
2002 SBMF Sponsorship Benefits
Page 32
2002 Sponsorship Recommendations & Program Enhancements
Page 35
2002 Ti
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Overview The Soul Beach Music Festival presented by Verizon, a musical spectacular, was hosted by Actor/Comedian Bill Bellamy, and featured contemporary and old school soul music artists such as Erykah Badu, Angie Stone, Jill Scott, Maze featuring Frankie Beverly, Ron Isley & the Isley Brothers, Musiq, Eric Benet and others. This event was created with the help of the Greater Miami Convention & Visitors Bureau and event sponsors Pepsi, American Airlines, Kmart and Crown Royal, to celebrate the world’s best music and to bring the sounds sounds of neoclassic neoclassic soul to the masses masses.. This gathering gathering of great great soul artists artists in concert concert took took place place May 31 through through June June 2, 2001 at the Miami Arena in Miami, Florida. The event was supported by a Sneak Preview tour of Chicago, Los Angeles, Washington, D.C. and New York, featuring Angie Stone with guest appearances by local radio personalities. Additional support was in the form of radio promotions, Internet (e-mail) advertising and press conferences. Festival attendees were encouraged to visit the website, soulbeachmusicfest.com, soulbeachmusicfest.com, to book travel packages to Miami. .
Over Overvi view ew – cont contin inue ued d The first annual Soul Beach Music Festival, presented by Verizon, was an overwhelming success. An estimated 7,000 people traveled to Miami to launch the newest and most talked about music festival of the year. The soulful performances by the festival’s festival’s artists, coupled with highly successful ancillary events (i.e. after parties, beach activities and the Crown Royal Comedy Show), secured Soul Beach’s position as one of the top music festivals in the country. The success of Soul Beach’s inaugural year provides a strong foundation foundation for building building a “World Class” Class” annual event event that benefits benefits sponsors, guests, and the local community. As presenting sponsor of the inaugural Soul Beach Music Festival, Verizon experienced heightened recognition and exposure in conjunction with a successful event that’s poised to grow in size and importance in the arena of cultural music festivals. The 2001SBMF met the initial initial corpor corporate ate objectiv objective e to sponsor sponsor an event event that that Verizon Verizon could could own. Since there was no title sponsor in 2001, from a consumer perspective it was Verizon signature event.
Objectives
• Build awareness of Verizon’s presence and involvement in the African American Consumer Market (AACM) • Strengthen relationship and build brand equity among Verizon West and East consumers through continued involvement with SBMF • Develop national promotion and local brand building activities in key Verizon markets synergistic with scheduled direct response advertising • Utilize event marketing opportunities to help drive awareness, build targeted consumer databases and maintain a year-round Verizon presence
Promotional Strategy
Establish brand relevancy by addressing the interests of the target market
Utilize media and promotional vehicles to promote Verizon’s support of the Soul Beach Music Festival
Target:
African Americans 18-49 (Verizon target 25-45)
Geography:
National, with emphasis in 14 key radio markets, along with coverage in 30 national markets via ABC Radio Networks’ Doug Banks Morning Show
Communication Objective:
Drive AA consumer entries into Soul Beach Music Festival Sweepstakes to add to database
Timing:
January – May, 2001
Event Opportunity Involvement with event/entertainment vehicles generates appeal, excitement and results. According to the latest Yankelovich AA monitor, 42% of African-Americans in general keep up with the latest trends in movies, music and TV. Additionally, corporate music sponsorships are widely thought of as excellent vehicles for targeting ethnic groups. The Soul Beach Music Festival provides an opportunity for Verizon to be the first telecommunications company involved with this premier property. As a result of being an inaugural sponsor and the branding equity already built, Verizon’s corporate identity will only be enhanced with its continued participation. Following are some of the benefits:
Increased community awareness
Consumer/brand visibility among target audiences
Strengthen consumer intent to use Verizon services through event involvement
2001 Promotional Summary
2001 Radio Promotions
SBMF selected markets – Gross Impressions Planned Launch Date
Planned End Date
Campaign Schedule (days)
Atlanta, GA
1/22/01
2/12/01
21
Philadelphia, PA
1/22/01
2/12/01
Detroit, MI
1/22/01
Chicago, IL
Radio Partners
GRP's
Gross Impressions
76
WALR 104.1
65.3%
859,210
21
42
WDAS 105.3
50.0%
1,576,700
2/12/01
21
315
WMXD 92.3
120.0%
1,500,000
1/22/01
2/12/01
21
75 WVAZ 102.7
76.0%
1,200,000
Baltimore/Washington, DC
1/22/01
2/12/01
21
54
WHUR 96.3
55.8%
1,206,000
New York, NY
1/22/01
2/12/01
21
38
WBLS 107.5
23.6%
1,100,000
Markets
Gross Spot buy
San Francisco, CA
2/5/01
2/26/01
21
61
KISQ 98.1
36.0%
1,500,000
Los Angeles, CA
2/5/01
2/26/01
21
39
KJLH 102.3
10.9%
1,012,100
Raleigh/Durham, NC
2/5/01
2/26/01
21
62
WQOK 97.5
256.0%
1,750,000
Dallas, TX
2/5/01
2/26/01
21
80
KRNB 105.7
76.0%
1,250,000
Charlotte, NC
3/1/01
3/22/01
21
65 WBAV 101.9
75.0%
1,100,250
Additional Markets Selected by Verizon: Tampa, FL Boston, MA Richmond, VA
Doug Banks Morning Show
Smile for the camera! Are you sure you’re not a Verizon girl?
They pack it in for the DBMS broadcast.
It’s a Doug Banks thing. Thank you early risers for coming to the show. We hope you enjoyed your breakfast!
Doug announces the Cha Cha Challenge winner (a Verizon employee!) and the V girls! It's a V-Thing with Verizon Sponsors (l-r) Ken Rye (Burrell Communications Group), Jim Smith, June Harland Fohsta, Doug Banks, Gregg Smith and Dana.
Give me a “V” for the V-Girls! Bill Bellamy brings surprise guest Larenz Tate to the broadcast.
2001 Media and PR
Cable TV (local in Miami) Radio 11 Soul Beach Markets 5 Verizon Markets 30 ABC Radio Markets (Doug Banks Morning Show) Newspaper/Magazines (local in Miami) Press Releases/Media Advisories Press Conferences April 4, 2001 – International Press Center, Miami Airport June 1, 2001 – Miami Arena Pre-Event and Post-Event Coverage The
Miami Herald
Sun-Sentinel
Ebony
(Broward Metro)
Jet
The
News and Observer (Raleigh, NC)
The
The
Orlando Sentinel
PR
AP
Wire Service
Magazine
Magazine Deseret News (SLC, UT)
Newswire
The
Detroit News
Launch.com
St.
Petersburg Times (FL)
NBC-6
Miami
South
Impact
Weekly (NY Sneak Preview)
Lee
Bailey’s EURWEB
BRE
Magazine/Black Radio Exclusive
Los
Angeles Sentinel
Palm
Beach Daily Business Review
iMusic
Bend Tribune (IN)
Week
2001 Sneak Previews Date
City
Venue
Attendance
Sweepstakes Entries
April 26, 2001
Los Angeles, CA
Key Club
325
62
May 2, 2001
Washington, D.C.
Club 2K9
900
58
May 4, 2001
New York, NY
Club SOB’s
400
81
Three Sneak Preview winners were chosen on-site in each market, with the names randomly drawn from entries completed prior to the beginning of each concert. Each winner received a Verizon duffle bag, a Verizon t-shirt and cap, compact disc case and Verizon pen lights (LA & NY) in addition to a pair of concert tickets for each night of concerts (total of 6 tickets) at the Soul Beach Music Festival in Miami.
2001 Verjzon Employee Initiatives Over 311 Verizon employees attended the nightly SBMF concerts 79 purchased 2001 SBMF packages which included hotel, airfare and nightly concert tickets Verizon provided 2001 SBMF updates to employees via corporate newsletter
2001 Media Results
Impressions (Verizon) Radio:
32,552,500
Internet:
500,000
Ebony ad (GMCVB)
250,000
Flyer distribution:
100,000
Email:
100,000
Miami Arena:
45,000
Light post banners:
10,000
SBMF Sneak previews:
3,000
Beach Parties:
1,000
TOTAL
Note: Word of mouth and street buzz not measurable
33,560,500
2001 Event Recap
2001 SBMF Concert Video
2001 Audience Demographics
Total 3 night concert attendance:
18,000
Average Concert attendance:
6,000
Average nightclub attendance:
1,000
Geographic Snapshot of Audiences: -
18% from NYC/NJ
14% from DC/MD/VA
-
10% from FL
9% from Atlanta
-
7% from LA
7% from Detroit
-
6% from Philadelphia
5% from Chicago
Data Source: SBMF Research Study, Branch Out, 2001
2001 V-Team Recap V-team
provided the link between Verizon and the on-site consumer’s participation in Verizon-sponsored beach activities and radio remotes The V-team managed the premium distribution at the beach activities and the Miami Arena concerts to provide maximum brand visibility and sponsorship awareness for Verizon
The V-Girls created a bonus brand identity for Verizon by creatively customizing the Verizon T-shirts and generating an overwhelming interest in how the consumers could acquire the T-shirts
2001 Verizon Branding
2001 Verizon Branding
Press Conference – Kickoff April 4
Opening Ceremony – Bayfront Park
Press Luncheon – On-site June 1
Bill Bellamy, Staci & Larenz Tate
2001 Verizon Branding
Sweepstakes winners and Brunch activities
2001 Verizon Branding
Verizon activities at the Miami Arena
Premium Distribution Team
Verizon suite decorations
2001 Verizon Branding
Verizon beach ball intermission at the Miami Arena
June Fohsta, Musiq, Gregg Smith & Faith Morris
Verizon beach scenes (Karmalita relaxing!)
2001 Verizon Branding
Ken Rye & Evelyn O’Gilvie
Beach Activities & Pool Parties
2001 Audience Comments “This is hot and says a lot about Verizon.”
“This whole week, I’ve been showered with Verizon gifts. Thanks, Verizon.”
“I work for Sprint and only wish they would do something like this in the African American market.”
“I would like to be able to get T-shirts like the V-girls are wearing.”
“Glad to see there are activities and not just the same old party atmosphere.”
“I would love to see some of the artists in the lineup in one of the Verizon commercials.”
“I would like to get more chances to play the games.”
“I thought the overall involvement was smart and you guys had great coverage.”
“It seems like you guys are everywhere! “The three-day Soul Beach Music Festival at the Miami Arena was a triumph” - Miami Herald “Black people done got together and had a good time” – Jill Scott, Soul Beach artist “I’m going to have a ball. It’s going to be fun, fun, fun” – Priscilla Rawls, Soul Beach guest from Maryland
2001 SBMF Research Findings
As presenting sponsor of the inaugural Soul Beach Music Festival (SBMF), Verizon received heightened brand exposure and recognition throughout the promotional period leading up to and during the event
The Verizon awareness study, conducted by the Dallas-based research company, Branch Out, throughout the 2001 SBMF showed that: – 92 percent of survey respondents that identified a festival sponsor selected Verizon – 84 percent of those same respondents who identified Verizon selected the company first among the festival sponsors
Upcoming 2002 Opportunities
Upcoming 2002 Opportunities – Highlights Timing: June 5-June 8, 2002 (tentative) Description: Event will begin with opening ceremony June 5, to welcome all attendees with live music, food and dancing Community outreach program to promote “Verizon Reads” literacy program featuring James Earl Jones Daily beach events will be held including sports competitions, contests and parties Concerts featuring today’s top talent will take place Thursday-Saturday at the Miami Arena Concert after-parties hosted by the hottest South Beach clubs will be held throughout the weekend Approximately 30,000 attendees ages 25-54 daily
Upcoming 2002 Opportunities - National and Local Promotions
Radio promotions with trip giveaways will be launched nationally and locally on syndicated programming and local stations in footprint markets Full page print ads in targeted national publications Targeted Internet web sites and official festival website www.soulbeachmusicfest.com will feature information regarding the event and the sponsors
- Visitors to the site will have a chance to win trips to the festival Beginning January 2002 an 800 number will provide event information in addition to identification of festival sponsors National and local radio personalities will broadcast live from Miami during the week of the festival Local radio advertising and radio promotion giveaways
2002 National and Local Promotions – continued Opportunity for on-air interviews with Verizon executives on the Doug Banks radio show, as well as with radio station representatives of Verizon East and West Collaborate with a print partner (e.g., Heart & Soul, Carib News ) to cover the event from a Verizon angle for added exposure and awareness while simultaneously building relationships with target media
2002 SBMF Sponsorship Benefits
2002 SBMF Sponsorship Benefits Verizon Sponsorship benefits (2002 – 2004) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Presenting sponsor 10 tickets per sneak preview Brand ID on email distribution Brand ID on radio advertising Brand ID on print advertising Brand ID on soulbeachmusicfest.com Brand ID on 800 number Brand ID on all flyers and posters Brand ID on Miami Arena stage Brand ID on festival press materials Signage in Miami Arena One Miami Arena Sky box Booth(s) in Miami Arena 2 commercial spots on JumboTrons 4 All Access passes 10 passes to each after party 50 tickets to each concert Exclusive ground transportation
2002 SBMF Sponsorship Benefits $1,000,000 Benefits
1. Sponsor of sneak previews 2. Tickets to sneak previews (per market) 3. Sponsor of radio trip promotion 4. Brand ID on radio advertising 5. Brand ID on print advertising 6. Brand ID on e-mail distribution 7. Brand ID on festival tickets 8. Brand ID on soulbeachmusicfest.com 9. Brand ID on 800 number 10. Brand ID on all flyers and posters 11. Brand ID on Miami Arena stage 12. Brand ID on press materials 13. Brand ID on festival merchandise 14. Brand ID on festival letterhead 15. Miami Arena sky box 16. Dominant venue signage 17. Secondary venue signage 18. Sponsor village booth 19. Commercial spots on Jumbo trons 20. Live mentions from stage 21. Full page ad in festival program 22. All access passes 23. Sponsor of parties 24. Sponsor of beach parties 25. Sponsor of opening ceremony 26. Sponsor of comedy show 27. Sponsor of closing c eremony 28. Exclusive ground transportation 29. Tickets to festival (per night) 30. Passes to parties
*Benefits contingent on contractual agreement
$600,000
Title Sponsor
$400,000
Presenting Sponsor Platinum Sponsor x 30 x x x x x x x x x x x x x x x x x x 12 x x x x x x 100 20
10 x x x x x x x x x x
x x x x x x x
x
x
x x x x
x x x x
4 x x x
2 x
x x 50 10
x x 25 6
x
2002 Sponsorship Recommendations & Program Enhancements
2002 Sponsorship Recommendations Recommendation: Based on the proposed schedule of events, the strong promotion plan outlined by the event organizers and the range of potential benefits that can accrue to premier sponsors, it is recommended that Verizon sponsor the 2002 Soul Beach Music Festival.
Rationale: SBMF offers numerous opportunities for Verizon to establish a long-term partnership with the property and an on-going relationship with the consumer that extends beyond the immediate event Provides national exposure with strong local market extensions in East and West Potential applications across all business units Opportunity to market and test bundle offers Potential research opportunities and lead generation for future marketing efforts Strong appeal to a younger urban audience as well as busy households Positions Verizon as a contemporary brand among the AACM
2002 Sponsorship Recommendations Recommended Activation: Internet Use phone cards that require on-line activation to drive traffic to the Verizon and partner websites. Sweepstakes opportunities on targeted websites will provide lead generation and drive traffic for Verizon. Execute a street marketing campaign to distribute branded phone cards and premiums (e.g., T-shirts) directly to the target.
Street Signage Coordinate placement of Verizon logo on prominent street signage related to SBMF.
Direct Mail Promote sweepstakes with bill inserts and direct mail campaign to new and existing customers.
2002 Sponsorship Program Enhancements Recommended Activation: Public Relations Position the V-Girls as ambassadors at various SBMF hotels and event venues to serve as V-concierges
Employee Relations Program Set up 2002 SBMF V-Hotline to provide latest event info Employee discounts for 2002 SBMF tickets Dedicated SBMF staff member to administer program
“Touching the Soul” community outreach initiative Enlist SBMF artist to perform free concert for inner-city youth to raise awareness of “Verizon Reads” literacy program Have Verizon spokesperson James Earl Jones read stories during performance breaks in a “Griot” style to the youth in attendance
2002 Timeline and Key Dates July 31, 2001 August 3, 2001 August 17, 2001 September 3, 2001
- Sponsorship renewals complete - Sponsorship commitment letters executed - Sponsorship contracts executed - Soul Beach 2002 launch. Dates and location posted on festival’s website soulbeachmusicfest.com
Next Steps: 1) Secure SBMF sponsorship 2) Secure 3 year sponsorship partnership 3) Integrate Soul Beach sponsorship in Verizon radio, TV, and print advertising 4) Leverage Verizon Wireless retail outlets to drive in-store traffic and sponsorship fee liquidation Verizon Soul Beach Music Festival 2002 sponsorship investment 2003 sponsorship investment 2004 sponsorship investment -
Presenting $600,000 $725,000 $875,000
Title $1,000,000 $1,200,000 $1,400,000
Upcoming 2002 Opportunities - Key Dates June 22, 2001
- Secure venue for Sneak Preview at the National Black MBA conference in Orlando 9/29/01 (Confirmed House of Blues on 6/22)
July 31, 2001
- Sponsorship renewals complete
August 3, 2001
- Sponsorship commitment letters executed
August 17, 2001
- Sponsorship contracts executed
September 3, 2001
- Soul Beach 2002 launch. Dates and location posted on festival’s website soulbeachmusicfest.com
September 29, 2001
- Soul Beach Music Festival Sneak Preview House of Blues, Orlando FL (artists to be determined)
October 15, 2001
- First draft of SBMF 2002 radio spot
Oct - Nov 2001
- Contact and secure headline talent
December 10, 2001
- “Save the Date” radio campaign begins
January 7, 2002
- National radio campaign begins
March 4, 2002
- Radio promotions begin
March 2002
- Sneak Preview at the National Black Ski Summit
April 3, 2002
- Festival press conference in Miami
April 2002
- New York and Washington, DC Sneak Previews
May 15, 2002
- Sponsor ads for JumboTrons complete and shipped
May 30, 2002
- Sponsor banners shipped
