You are required to work individually to create a 2,000 word marketing plan for the one of the following events: Birmingham Comedy Festival

Assignment Brief

Assignment Task

You are required to work individually to create a 2,000 word marketing plan for the one of the following events:

Birmingham Comedy Festival http://www.bhamcomfest.co.uk/index.htm

Birmingham Literature Festival https://www.birminghamliteraturefestival.org/

Big Family Festival http://www.bigfamilyfestival.co.uk/

Your plan should include:

1. A brief overview of the Event concept
2. Your SMART marketing objectives for the event
3. Your chosen target market (include details of supporting research/data).
4. The internal and external marketing factors of your event (SWOT and PESTEL)
5. Vision and mission statements for the event
6. The suggested elements of the Communication Mix that you will use to promote your event
7. A systematic application of The 7 P’s (the Marketing Mix) to the marketing of your event
8. Integrated Marketing Communication (IMC) theory
9. A forecasted marketing activity budget.  
10. A Gantt chart (marketing activity calendar)

Sample Answer

Marketing Plan for the Birmingham Comedy Festival

1. Event Overview

The Birmingham Comedy Festival is a well-known event held each year in Birmingham, UK. It brings together local and national comedians for a week of live shows, performances, workshops, and entertainment across multiple venues. The aim is to entertain a wide audience and promote comedy talent in the region.

2. SMART Marketing Objectives

• Specific: Increase ticket sales by 20% compared to last year’s figures.

• Measurable: Use ticketing data and audience feedback forms.

• Achievable: Targeted social media campaigns and better local promotion.

• Relevant: Supports festival growth and visibility.

• Time-bound: Achieve the increase within the next festival cycle (October 2025).

3. Target Market

Our primary audience includes:

• Age Group: 18–45 years.

• Location: West Midlands and nearby regions.

• Interests: Comedy, stand-up, live performances, and local events.

• Behaviour: Regular event-goers and users of social media platforms like Instagram and TikTok.

Supporting Research: According to Visit Birmingham, most local event attendees are between 25–44, digitally active, and prefer weekend entertainment. Audience data from previous festivals shows a 60/40 male-to-female split and strong attendance from young professionals and students.

4. SWOT and PESTEL Analysis

SWOT Analysis

• Strengths: Established brand, loyal audience, central location.

• Weaknesses: Limited budget for large-scale advertising.

• Opportunities: Growth in digital marketing, influencer partnerships.

• Threats: Competing events, rising venue costs.

PESTEL Analysis

• Political: Local council support for cultural events.

• Economic: Inflation may affect ticket pricing and spending.

• Social: Growing demand for local entertainment and shared experiences.

• Technological: Use of ticketing apps and social media analytics.

• Environmental: Expectations for sustainable event practices.

• Legal: Data protection (GDPR) and health/safety laws.

Continued...