whale generation concert

our poster for the product

Week 3

whale generation website:

url posted in Week 2 post

Whale Hats Prototype

This was our last week of preparation for our product. As a team we worked co-operatively with enthusiasm while as individually we worked hard to finish the particular tasks entitled to each of us. Our presentation has been decided to be on Wednesday next week. The individual speeches will be written individually during this weekend. The website and posters are looking good and professional although they are still a working progress. They will also be completed by the end of this week. I am in charge of the PowerPoint and will make the layout for our presentation. We have a prototype of the whale hats that are going to be sold at the concert. The date decided for the concert is 20th of June as it is the last day of term 2 and the teenagers will have something to look forward as the beginning of their winter holidays.

We have decided that we will do the 4 Ps in marketing.

The order we have chosen for our presentation is-:

Tasol "Product"- who will address out product and talk about what the concert is about, the fact that it is a fundraising function and the purpose of it is to raise funds for Greenpeace to support their stop whaling campaign. She will talk about our target audience and other information.

Sonya "Place"- who will talk about the location of the concert and things associated with the place and time.

Naomi "Promotion"- who will talk about how the product will be promoted and our way of promotion.

Myself "Price"- who will talk about the cost and profits we are making from the concert and other products.


I've just realised as I read the task sheet again, it says ' You work as partof a creative team at Saints Advertising Agency'. So we can't be SaveTheNextGeneration'.





Evaluation

I felt during this term planning and creating our product for a non profitable institution was really successful. Out teamwork was strong and we were very focused on finishing out tasks with efficiency and accuracy. Each member of the group were effective in achieving their individual task and activities. The activities were completed with a very high level of standard although I hope, in the future, we would have more time to plan and write our speeches. We were so focused on creating our products that we did not have much time to plan for our presentation. However, this once again shows that I have learnt about time and management and how important it is in society and also marketing. I have discovered a lot of new things about advertising and marketing and how it revolves around creativity and organisation. I learnt and realised about the four Ps and how important each one is. I now know to create and organise a big product and also put in a lot of thought about how to promote it. The money involved also got me thinking about profits and loss and my knowledge of the term, money, was expanded. Thinking from a marketer's point of view was exciting and complicated at the same time. The sharing of different ideas also emphasised how important communication and listening to each other is. All together, it was an enjoyable experience and an opportunity to build teamwork with my friends. It made the task so much easier to do and made it run more smoothly. In result, the completed product is very well done and I think it is because of everyone's efforts. So, well done to everyone in my group, our good team work has paid off well.

5th Lesson - Week 2

During the 5th lesson, we really got down to work. Firstly, I filled Naomi in on the things she had missed out on and Tasol and Sonya went to make phone calls to the wristband and hat producers. By the time I filled in Naomi with the information and was listing the things that needs to be on the website,Tasol and Sonya came back saying that both numbers did not pick up. I listed the rest of the things that needs to be on the website and poster while Sonya began designing the poster and Tasol began another search on the internet for different wristband and hat producers.

Our work schedule so far;
Gah Vin- organisation, oral
Tasol- oral, research
Sonya-Poster, flyers
Naomi- webpage

I also came up with the organisation and the name of our concert. Our organisation name will be 'SaveTheNextGeneration'. Sonya also pointed out that STNG can stand for Sonya, Tasol, Naomi and Gah Vin! The concert name I came up with was : Whale Generation Concert.

These are the things I listed for Sonya and Naomi to include in their promotion products
-location: Doug Jennings Park, Main Beach (Spit)
-no pedestrian access, no parking area
-please use public transport
-tickets can be bought through the GCAC ticket tec (provide number)
-map of the concert area (take idea from the Summadayze website)
-an email address for any enquiries
-a link to the Greenpeace Australia Stop Whaling site
-an introduction on what the concert is about (more detail on the website than on the posters and flyers)
-the artists that will be at the concert
-bring own bottle of water
-no alcohol, no bashing allowed
-promote jackpot whale hats with star signatures

Sonya and Naomi set to work, designing logos and creating the layout for the posters.
Tasol and I found some prices for the wristbands and hats on the internet.
We worked out how much it will cost us.

www,crazycustomcaps.com
Flat Peak Hats similar to New Era caps
cost for 1: $14.95
quantity; 25000
discount per cap: $8

total cost: (14.95x25000)-25000x8=$173740

I've just realised that we have bought too many caps, we have automatically generalised that everyone will buy the caps but I have realised that the reality is that everyone will not. Maybe 20000 would be good. I have also thought of the idea that if we have the signatures of one of the singers that will sing at the concert on about 500-1000 hats, it will sell better. We are already making the singer wear the hats during the concert to provoke the audience to buy them but this idea may be stronger. It would be a lucky jackpot thing.

http://www.handband.com/
10 000 wristbands cost- $6700
therefore 25000 wristbands will cost= $6700x2.5=$16750

price of 1 concert ticket= $99
whole cost of tickets=99x25000=$2475000
profit=total cost of tickets - price of hats and wristbands=2475000 - (173750+16750)= $2284500
I've just realised again that this is not actually accurate. The cost of the wristbands should be included in the ticket costs but the whale hats should not be. The accurate formula is
Profit=2475000-16750=$2458250 from the ticket concerts
and I have realised that we need to make profit on the caps. The caps were bought on a $8 discount per cap so each cap actually cost us $6.95 instead of $14.95. So we will still be making profit if we use the price $14.95. We will be making $8 profit per cap.
Profit for caps= $8 x 20000= $160000
We are also generalising that all the tickets will be sold as the previous Summadayze on the Gold Coast was a total sell out.
Total profit excluding ticketing and money put aside for singers = profit for tickets + profit for caps = $2458250 + $160000 = $2618250
All profit will go to fund Greenpeace and to support their ' Stop Whaling' campaign.
(a) 10% of the cost of tickets will go to GCAC ticket tec = 0.1 x $2458250 = $245825
(b) Money for singers (plane tickets, transport from airport, refreshments, etc.) = $5000
Total Profit = $2618250- (a+b) = $2367425
All profit will go to fund Greenpeace and to support their ' Stop Whaling' campaign.
Tasol and I also came up with a timetable for the concert;
1st 1/3: 3pm to 3.45 pm - Pink
Break: 3,45pm to 4pm
2nd 1/3: 4pm to 4.45 pm - Greenday
Break: 4.45pm to 5pm
3rd 1/3: 5pm to 5.45- U2
Ending: 5.45pm to 6pm - all singers sing 'We are the World'

I came up with the idea of singing 'we are the world' at the end to show that this concert is really about saving the whales, raising funds, making a difference, influencing the target audience to take the task further and making a better future for the next generation.

We have arranged the singers in an order from least to best popularity so that the excitement grows throughout the ocncert as time passes.
During the breaks and before and end of the concert whale hats will be sold.

I think that we are quite on track now. We are progressing fast and with high amounts of work getting done with efficiency. The work done is in high standards. Our group works co operatively and listens and assists each other. We were very focused during this lesson and was efficient in completing our work on time and following the task guidlines provided. I once again, learnt that organising an event like this is very complicated and involves large sums of money. It was an enjoyable experience. A skill I used during this lesson was the capability to calculate the profit and loss, although we did not have any 'loss', of our product including all aspects . This linked to the topics we did in Maths last term and it gave me an introduction into accounting.

website for our product (promotion) http://www.freewebs.com/whalegenerationconcert/

4th Lesson - Week 2

Naomi was absent again due to QG Gymnastics.

During the fourth lesson, we divided the work we needed to do.

Myself and Sonya went to make a few phone calls we couldn't make on the weekend and Tasol went on the internet to research a few things, especially to find out the contact number of the manager of Summadayze. She also wrote down some ideas about the 4 Ps related to our product.



Myself & Sonya

I firstly called the GCCC (55828211), I introduced myself and told the person who answered that I was doing an assignment on marketing. I asked the questions that we had decided on last week. He answered that the Doug Jennings Park in Main Beach is a state owned property. However, he told us useful information about the loaning of the area. He said that most properties are not paid for, they are loaned on a bond and if any damage is caused, it is replaced and a fine is payed. He also replied that it is legal to put posters but not on electric poles or post boxes etc. He said that with permission from shopkeepers at shopping centres posters are allowed to be put up. He said that the Southport Library and other public service centres are good to put up posters. I also asked if setting up ticket booths around shopping centres such as Australia Fair and Pacific Fair were allowed. He answered 'yes' if the permission from the manager of the particular shopping centre is received. He also gaves us advice that most concerts sell tickets using the ticket tec at the Gold Coast Art Centre. He said that the concert manager pays the ticket tec to arrange to sell the tickets at numerous places and the cost of paying them is included in the ticket price for the consumers. When I asked the Council person about security and police. He answered that normally when a concert as huge as this is arranged, an event mangement plan is constructed, by people from the city council and police. He said that they hire private companies to do job. Lastly, he answered that first aid is normally arranged with the Queensland ambulance.

Secondly, I called the GCCC again, this time asking if they knew any contact numbers to the manager or oraniser or Summadayze because we realised that the ticket serivce connected to Summadayze was an automatic answering maching. He instantly connected me to the ticket tec at the Gold Coast art centre, I asked the person the same question but he told me that the Summadayze did not use the GCAC to sell their tickets. They did not have any contact numbers to any people connected to Summadayze.

We were really stuck then because Tasol could not find any numbers to the organisers so we decided to call the ticketing service (136100). I called the number and it repeated the line, "Please pay your money using master card, as Ticket master prefers it."

Tasol found some other places where the Summadayze tickets were sold. I called them up. The person at the record shop where some of the tickets were sold answered that they had no contact to Summadayze as they were connected to another company and this company was connected to Summadayze organisers.

I was really upset and annoyed by then and I didn't know what to do so as a last resort I decided to call the GCCC again for the third time. I asked them how many people were there at the Summadayze concert this year. The person connected me to the marketing department. The marketing department said that they did not have the information themselves but provided the number of the organiser of Summadayze. It was 'Future Entertainment' (Mel 03 9686 1166), I rang the number and asked the same question. They replied that it was a sell out and there were about 25000 people at the concert. We had finally found the number of tickets needed!

While Sonya and I contacted these people Tasol wrote down some notes on the 4 Ps involved with our product.

Promotion:
Flyers
Posters
Internet site
By mouth
Place:
Doug Jennings Park, main beach
Price:
$99 but may cost more – tickets come with wristbands
Products:
Rock concert
Whale hats
Wristbands


I believe that although the phone calls took quite a long time, the whole lesson, it was worthwhile as I learnt that it is very challenging to become in contact with the right people. I realised that it takes both time and effort to try and arrange things to suit everyone and every law. I discovered that organisation requires a lot of thinking and problem solving. An improvement that could have been made throughout the process would have been good communication. We found out later that Tasol already knew the number of people who were at the Summadayze concert this year. However I still think that it was worthwhile that although we found out the information through the long way, we learnt a lot of things.
The lesson was used effectively.

3rd Lesson - Week 1

Naomi, a member of our group, was away today due to QG Gymnastics.

During the 3rd lesson, we once again followed the task guidelines for this lesson. This lesson's guideline was to create a work schedule.
We started to brainstorm a few questions we had in mind before we began creating our product. The orientation. The questions that needed to be answered before we could create our product. We also conducted some reserach required to find out contact numbers and as much information as we could.
The questions were;

• how many in the audience?
• which singers (out of Greenday, Pink, U2)
• how long (in hours) will the concert go for?
• where is the concert going to be held?
• How much will the concert tickets cost for consumers?
• Where are we going to sell the concert tickets?
• How are we going to promote the concert?
• Do we need to find out the manufacturing costs of the wristbands and hats?

Comments

• we will be giving wristbands with 'save the whales' on it as a way to identify the people at the concert
• the cost of the wristbands will be added in the cost of the tickets
• staff needed for the running of the concert will be formed of volunteers from Greenpeace (from all over Australia)
• the Summadayze is held annually at Doug Jennings Park (Spit) Main Beach, costs $99 a ticket
• there is no pedestrian access or parking near the park
• the promotion of the concert will done by posters and flyers
• the concert will run from 3pm to 6pm
• we will compose a website about the concert to provide more information (the flyers and posters will contain the URL of the website)

Resolutions after a long discussion;

• The location used for the concert will be the place where the 'Summadayze' was held (Spit, Doug Jennings Park, Main Beach)
• We will contact the GCCC and ask how much it will cost for the area to be used, ask if where a water van could be provided, ask where first aid could be arranged, ask if putting up posters around the Gold Coast is legal, ask if a ticket booth is allowed at various shopping centres, and ask about police and security
• We will contact 'Silicone Wristbands' at 0755932737 and ask them for the price of custom designed silicon wristbands for the certain number of tickets available for purchase and also the mailing fee to the Gold Coast
• We will contact 'Create a Lasting Impression' at +61397914122 and ask them for the price of custom designed hats for the certain number of tickets available for purchase and also the mailing fee to the Gold Coast
• We will contact the ticketing service at 136 100 and ask for the contact number of the manager of the Summadayze
• When we get the contact number of the manager of Summadayze, we will then contact them and enquire how many people were at the Gold Coast Summadayze this year

Work schedule

• Gah Vin ; contact the GCCC, ask the questions that need to be answered
• Sonya: contact the Summerdayze ticketing service, ask the questions that need to be answered
• Tasol: contact the companies that are producing the hats and silicon wristbands, find out the information required
• Naomi (absent): think of a website plan

by next tuesday, 20th May 2008

During this lesson, although it was more work as one of our members of the group was absent, everyone was focused on the task and this made it easy to work on our assessment. We worked efficiently to follow the task guidelines. We worked co operatively and listened to eachother. This lesson I leant and realised once again that organising a concert and marketing is a huge task that involves a lot of people and professionals. I've realised that the product we have chosen is quite a broad task to do, as many things need to be taken in to consideration, including a lot of money. However, although I feel that we are being a little challenged, I find it interesting and as it is new, it feels good to learn new skills and how to manage things.

2nd Lesson - Week 1

2nd Lesson- Friday 9/5/08

During the 2nd Lesson we followed the guide lines that were given for the second lesson of progress. It was to identify a Target Audience, tentatively choose a campaign and product and to finalise the idea for campaign and product. We had already identified the target audience as University students and we had already chosen a campaign, the 'save the whales' campaign, so we only had the product to do.

Last lesson, we developed an idea to do a concert or a party of some sort to grip the attention of our target audience. In this lesson, we had a long discussion to finalise our product. We decided that a concert involving popular singers would be the best way to grab the attention of our target audience. The theme of the concert would be to raise awareness about the whaling in Japan and to raise funds for Greenpeace.

We came up with the idea of selling a product at the concert, as in before, during and after. The product would also be promoting 'stop whaling' and all money raised will go to Greenpeace to support their 'stop whaling' campaign. The product we came up with was the flat top hats. The background will be white or black and there will be a blue whale on it with maybe the logo ' stop whaling' or 'save the whales'. The singers and stars at the concert will wear these hats which would influence the audience to aslo buy the hats. This leads to the changed or newly modified target audience we came up with. We decided that as many teenagers are influential on their parents and are crazy about the singers they listen to, that teenagers should become a part of the target audience. So to finalise the target audience, we have decided that university students and teenagers would be the target.

In this lesson, together we conducted some reserach on the internet concerning celebrities that support Greenpeace. We discovered a site
called http://www.lookforthestars.org/. A list of celebrities came up and from this list we chose a few possible candidates;
-Greenday
-Pink
-U2
-Isabel Lucas

In my own reflection, I thought that Isabel Lucas would be good as a guest speaker during the concert. She supports many charitable organisations including Greenpeace and is passionate about saving the whales. She could deliver a speech on 'saving the whales' and stopping the Japanese from whaling and motivate the audience to become more interested in sponsering Greenpeace and also raise awareness about the campaign.

But the problem now was to figure out where the concert could be held in consideration of the cost. At first we were thinking of the Gold Coast Convention Centre or the Art Centre but we realised that the costs would be very high and may not be manageable for a fundraising function. We came up with the suggestions that we could take the 'Big Day Out' or 'Summer Days' as an example and have the concert outdoors and near the beach as Gold Coast is known for the beaches and the sunny weather. We are not completely sure where both functions were held but we are in the process of finding out. We also decided that we need to find the cost of having a concert held at the location and from there figure out the price of the concert tickets. The cost of the concert tickets should make a lot of profit so that a lot of money could be raised to go to support Greenpeace.

We also discussed how we would promote the concert. Should it be advertised on TV or newspapers? And how much will this cost? Also we don't know how much the products (the hats) will cost the consumers yet.

We realised that this task actually needs a lot of research. However, I'm sure we have worked quite well this lesson and will continue on to do so. I think we could improve on doing more individual research so that we can save time in the time we have for group work.

This lesson I learnt the factors that need to be considered when organising a concert or trying to sell a product. I realised that this is quite a complicated process as many things have to be taken in to consideration. Through this assessment I think I am learning a lot about marketing and the problem solving involved in it.

1st Lesson- Week 1

1st Lesson: 06/05/08

During the 1st lesson, the groups were formed. My group for this piece of assessment consists of Naomi Kohbelic, Tasol Song, Sonya Jeong and myself. I believe that as we are all quite close to each other and we know how each of us work, that these factors will be the benefits of working together as a group. I'm quite sure that we'll be able to complete this task with accuracy, efficiency, and using good communication and co-operation.

Firstly, we gathered around a computer and started to brainstorm a few potential not-for-profit institutions. We came up with;
- World Vision
-Greenpeace
-Guide Dogs
-Red Cross
-The Australian Cancer foundation
-The Invisible Children Movement
-Salvation Army
-Amnesty International
-Surf Lifesavers
-The Ronald McDonald House

After a quick discussion of each not-for-profit institution, we decided that 'Greenpeace Australia' would suit our group's interests the best. Our group worked co-operatively and efficiently and voted for each NPI to reach our final decision. Sitting around a computer, our group began to research about Greenpeace and its main values and goals.

"Greenpeace is a leading independent, non-profit campaigning organization that uses peaceful direct action and creative communications to expose global environmental problems and to promote solutions that are essential to a green and peaceful future. "

We found out that Greenpeace is campaigning to ;
- stop climate change
-prevent deep sea destruction
-protect the ancient forests
-keep Australia free from genetically engineered foods
-end the nuclear threat
-halt overfishin
-create a peaceful future
-end whaling

We came to the conclusion after a short discussion that 'stopping climate change' and 'ending whaling' were the topics that appealed to us the most. We visited the Greenpeace Australia Pacific website and decided that we would create a product to promote 'ending whaling', a major Greenpeace campaign.

We discovered that Greenpeace Australia Pacific is currently campaigning to stop the Japanese fleet killing more than 1000 whales this year. This includes, 50 endangered fin whales, 50 threatened humpback whales and 935 mnke whales. Greenpeace wants the supporters of this campaign to sign the petition, write to the Australian government, send letters to the Japanese Prime minister or phone/contact politicians, expressing their discontent of the situation. Our group decided that this will be the purpose of our product. We also found out that Greenpeace relies heavily on the donations from their generous supporters. 'Greenpeace is an independent campaigning organisation. That's why our financial supporters are our lifeblood.' http://www.greenpeace.com.au/

I did an individual research on what the fundrasising techniques Greenpeace is using to support their campaigns. I found an article written about a Greenpeace marketing and fundraising director Cathy Anderson. The article said;

"Greenpeace has been one of the pioneers of face-to-face recruitment, in which young recruiters sign up supporters in the street for regular direct debit donations. It has been one of the fastest growing and cost-effective recruitment strategies in recent years."

The types of donations Greenpeace offers;

Public donations. These can be accessed through events, raffles, street collections, advertising, direct mail or email and more. Supporters/donors. If you already have some financial supporters/donors, you can approach them to give a repeat gift, via direct mail, telephone or face to face.
Foundation grants
Government grants
Corporate sponsorship/donations

I think that Greenpeace uses a lot of websites to promote and raise money for their campaigns. It is advertised widely on the internet.

Greenpeace Australia Pacific also suggests starting up individual fundraising events such as;
Quiz evenings
Fun runs
Garage sales
Harbour cruises
Club nights
Film nights
Lawn bowling competition
Bush walking

We thought that for our target audience for the product it would be easy to target university students, as many are very passionate and are the leading generation who are responsible for changing the world so that there is a better future for the next generation. So far, we have come up with the idea of doing an event, a rock concert or a party, to get the target audience involved. The money raised would go the campaign and at the same it will be raising awareness about 'whaling'. However, we are yet to finalise this idea and it may change, the target audience and the proudct.

During this lesson and through my individual research I have already learnt a lot about Greenpeace and its intentions and goals. Also about how they conduct their fundrasing for their campaigns. Both, the group work and my own individual research has helped me to feel more confident about this task and grasp a better understanding of this topic. It has given me new ideas and also has intriguied me to become more interested about NPIs.

So far, I think that our group is making great progress on this piece of assessment and I believe that we will be continuing to make good progress on this task. We are working very well as group as well as individually.