iPod Launch Party

iYou Launch PartyiYou Launch Party

Color Your Color Your LifeLife

Introducing Apple’s Introducing Apple’s newest product: the newest product: the

iYou…iYou…Features can include (prices range from $20-$100)Features can include (prices range from $20-$100)

FM transmitter FM transmitter Pandora-like quality (when listening to the song, a Pandora-like quality (when listening to the song, a screen pops up that recommends other songs screen pops up that recommends other songs and artists)and artists)GPS-like qualities (keeps track of miles, where GPS-like qualities (keeps track of miles, where you are)you are)Bluetooth capabilitiesBluetooth capabilitiesWaterproofWaterproofWordpadWordpad

Automatically comes withAutomatically comes with

Better battery time (72 hours)Better battery time (72 hours)More room (20 G)More room (20 G)InternetInternetiTunes storeiTunes storeWidgets Widgets HDHD

Color Your LifeColor Your Life

Table of ContentsTable of Contents

Apple Apple RepresentativesRepresentativesCaroline AbrahamCaroline AbrahamEdson JuarezEdson JuarezLauren SchultzLauren SchultzCatherine WalkerCatherine Walker

Business Objectives…............................1Business Objectives…............................1

Communication Goals............................2Communication Goals............................2

Communication Tactics...........................3Communication Tactics...........................3

Event Strategy………………………….....4Event Strategy………………………….....4

Event Theme…………...………………....5Event Theme…………...………………....5

Event Tactics……………….....................6Event Tactics……………….....................6

Location…………………………………....7Location…………………………………....7

Catering…………………………………....8Catering…………………………………....8

Entertainment………….……...................9Entertainment………….……...................9

On-site Needs………….........................10On-site Needs………….........................10

Event Roles……………………………...11Event Roles……………………………...11

Timeline……………..............................12Timeline……………..............................12

Budget…………………………………....13Budget…………………………………....13

Measurement Standards………............14Measurement Standards………............14

Appendix Includes:Appendix Includes:Press ReleasePress Release

Color Your LifeColor Your Life

Business ObjectivesBusiness Objectives

Our business objective with this launch party is to Our business objective with this launch party is to increase both awareness and sales for our new increase both awareness and sales for our new product, iYou, with a launch party held at Henry Fonda product, iYou, with a launch party held at Henry Fonda Theatre in Los Angeles, CA. With this launch party we Theatre in Los Angeles, CA. With this launch party we hope to bring about awareness to new possible hope to bring about awareness to new possible consumers as well as keep our current consumers consumers as well as keep our current consumers intrigued with the first of this kind of iPod, in which it is intrigued with the first of this kind of iPod, in which it is customizable to an individual’s wants and needs. The customizable to an individual’s wants and needs. The launch party serves as a means of keeping the public launch party serves as a means of keeping the public on its toes about iPods, and to remind the public that on its toes about iPods, and to remind the public that the newness factor that makes the Apple iPod such a the newness factor that makes the Apple iPod such a great product still exists.great product still exists.

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Communication GoalsCommunication Goals

Our communication Our communication goals include reaching a goals include reaching a few particular target few particular target audiences. First, we audiences. First, we hope to catch the hope to catch the attention of all of the attention of all of the invitees so they will invitees so they will attend. This includes attend. This includes movie and TV stars, movie and TV stars, contemporary music contemporary music artists, professional artists, professional sports players and other sports players and other A-List celebrities. If we A-List celebrities. If we successfully reach this successfully reach this group, we can expect group, we can expect ample coverage in the ample coverage in the entertainment news entertainment news sector, which will in turn sector, which will in turn attract our main target attract our main target audience. We hope to audience. We hope to attract 18-24 year olds attract 18-24 year olds to purchase the new to purchase the new iYou, and having news iYou, and having news coverage of our event coverage of our event would foster that.would foster that.


Communication TacticsCommunication Tactics

Everyone who’s anyone Everyone who’s anyone in the entertainment and in the entertainment and music industry will be music industry will be invited. A press release invited. A press release detailing the event will detailing the event will be sent out to MTV, be sent out to MTV, VH1, E! and BET. VH1, E! and BET. Journalists from the Los Journalists from the Los Angeles Times will be Angeles Times will be informed about the informed about the event and told that all event and told that all major celebrities will be major celebrities will be in attendance. Our in attendance. Our media relations media relations specialist at Apple will specialist at Apple will also contact reporters also contact reporters and journalists at and journalists at magazines such as magazines such as PeoplePeople, , Entertainment Entertainment WeeklyWeekly, , WiredWired, , Rolling Rolling StoneStone, and , and TimeTime. An . An e-vite will be sent out to e-vite will be sent out to the celebrities’ publicists the celebrities’ publicists personally inviting them personally inviting them to the event. to the event.


Event StrategyEvent Strategy

We plan on throwing a We plan on throwing a launch party that will be launch party that will be more informal. In more informal. In conducting our conducting our research, 1/3 of the research, 1/3 of the people said they would people said they would not go to a launch party not go to a launch party for an iPod; hence we for an iPod; hence we will make this event an will make this event an invite only party for invite only party for celebrity and business celebrity and business type people. type people. This event will hopefully This event will hopefully

create its own free create its own free press by word of mouth. press by word of mouth. The event will contain The event will contain music entertainment by music entertainment by Feist, food, open bar, Feist, food, open bar, giveaways, an iYou on giveaways, an iYou on display to show its display to show its capabilities, with some capabilities, with some iYous being raffled off iYous being raffled off and given away and given away randomly throughout the randomly throughout the night.night.


Event ThemeEvent ThemeThe name of our event The name of our event will be “iYou: Color Your will be “iYou: Color Your Life.” Our group Life.” Our group decided to put a lot of decided to put a lot of emphasis on the word emphasis on the word “color.” One reason we “color.” One reason we decided upon this was decided upon this was because of the because of the traditional iPod traditional iPod commercials. The commercials. The commercials incorporate commercials incorporate many bold colors in the many bold colors in the background, while the background, while the people are simple black people are simple black images with white images with white headphones.headphones.

Since this is something Since this is something that is unique to the that is unique to the iPod, we thought it iPod, we thought it would make a great would make a great theme for our party. theme for our party. Everything at our party Everything at our party will incorporate the will incorporate the theme of color. The theme of color. The wait staff will each dress wait staff will each dress from head to toe in a from head to toe in a certain color. The certain color. The drinks served will only drinks served will only be brightly colored, and be brightly colored, and the stage where Feist the stage where Feist will perform will have will perform will have colorful lighting. colorful lighting.


Event TacticsEvent TacticsFree admission to a hand-Free admission to a hand-picked list of celebrities picked list of celebrities will be decided. Goody-will be decided. Goody-bags will be given out to bags will be given out to every person that enters every person that enters the door. Inside the bag the door. Inside the bag will be a coupon for 30% will be a coupon for 30% off their purchase of any off their purchase of any Apple iPod accessory and Apple iPod accessory and a free copy of Feist’s a free copy of Feist’s album album The ReminderThe Reminder. A . A free special edition green free special edition green iYou will be given out to iYou will be given out to each party attendee. At each party attendee. At the event, a Genius Bar the event, a Genius Bar will be present for will be present for individuals to learn more individuals to learn more about the features and about the features and have the opportunity to have the opportunity to choose a maximum of four choose a maximum of four free features per iPod to free features per iPod to ensure that the iYou ensure that the iYou includes what each includes what each individual wants on it. individual wants on it. Apple accessories will Apple accessories will also be on sale at the also be on sale at the event. A portion of the event. A portion of the profits will then be given to profits will then be given to Global Green USA. Global Green USA.


LocationLocation

The launch party for iYou The launch party for iYou will take place at the Henry will take place at the Henry Fonda Theater located at Fonda Theater located at 6126 Hollywood Blvd., Los 6126 Hollywood Blvd., Los Angeles. This venue is very Angeles. This venue is very large with many different large with many different areas; however, we will only areas; however, we will only be using a few certain be using a few certain vicinities. Guests will be vicinities. Guests will be greeted in the mezzanine, greeted in the mezzanine, which is a large room that which is a large room that can hold up to 200 guests. can hold up to 200 guests. Since we will be having Since we will be having many more than 200 many more than 200 guests, we will make sure to guests, we will make sure to keep everyone moving as to keep everyone moving as to not crowd the mezzanine. not crowd the mezzanine. From the mezzanine people From the mezzanine people can go to either the main can go to either the main room or the rooftop room or the rooftop speakeasy. The main room speakeasy. The main room can accommodate up to can accommodate up to 1,000 people and has 1,000 people and has concert lighting and a concert lighting and a cabaret sound system. This cabaret sound system. This is where our feature artist is where our feature artist Feist will perform. The Feist will perform. The other area that guests will other area that guests will be able to use is the rooftop be able to use is the rooftop speakeasy. speakeasy.

The rooftop has an The rooftop has an incredible view of Los incredible view of Los Angeles and contains a full Angeles and contains a full bar and indoor lounge bar and indoor lounge area. Having these two area. Having these two areas available to our areas available to our guests will be the perfect guests will be the perfect combination. The main combination. The main room will offer our guests a room will offer our guests a feeling of fun and feeling of fun and entertainment. It is a place entertainment. It is a place where they can dance and where they can dance and listen to great music. The listen to great music. The rooftop will offer a more rooftop will offer a more personal feeling, where personal feeling, where they can sit and have a they can sit and have a conversation. This is also conversation. This is also a place where Apple a place where Apple representatives can talk to representatives can talk to guests one-on-one. In guests one-on-one. In addition to these areas, addition to these areas, there are changing rooms there are changing rooms under the stage that we under the stage that we can use as a preparation can use as a preparation area. It can be a place for area. It can be a place for the caterers to get ready or the caterers to get ready or for our staff to regroup. for our staff to regroup.


CateringCatering

The launch party will The launch party will be catered by Tres be catered by Tres L.A. Tres L.A. L.A. Tres L.A. specializes in specializes in meeting the needs of meeting the needs of their client’s parties, their client’s parties, whether it be whether it be weddings or in our weddings or in our case an event party. case an event party. Every detail of our Every detail of our event theme “Color event theme “Color Your Life” will be Your Life” will be carefully crafted into carefully crafted into our menu by Tres to our menu by Tres to ensure unique and ensure unique and outstanding customer outstanding customer service. The menu service. The menu will consist of hors will consist of hors d’oeuvres and drinks d’oeuvres and drinks being past around by being past around by wait staff. wait staff.


EntertainmentEntertainment

This event will feature live entertainment from the up This event will feature live entertainment from the up and coming artist Feist. After releasing her new album and coming artist Feist. After releasing her new album this past May, her music was featured in the new iPod this past May, her music was featured in the new iPod commercials. We would like to continue with the theme commercials. We would like to continue with the theme of using her, because her music appeals to our of using her, because her music appeals to our demographic and she is already associated with the demographic and she is already associated with the brand. She will perform songs from her new CD live. brand. She will perform songs from her new CD live. Her performance will be featured on a centrally located Her performance will be featured on a centrally located stage and include full choreography and back up stage and include full choreography and back up dancers. Justin Long, a well-known celebrity in our dancers. Justin Long, a well-known celebrity in our target audience and a current spokesperson for Apple, target audience and a current spokesperson for Apple, will give the introduction before Feist’s performance. He will give the introduction before Feist’s performance. He will welcome the audience and give a brief summary of will welcome the audience and give a brief summary of what the event will entail. what the event will entail.


On-site NeedsOn-site Needs

Red CarpetRed Carpet —The —The entrance will have to be entrance will have to be roped off for our guests roped off for our guests as well as to provide as well as to provide space for journalists, space for journalists, reporters, and reporters, and photographers. Media photographers. Media passes will be given so passes will be given so some of these people some of these people are allowed to enter. are allowed to enter.

SecuritySecurity —Security will —Security will be provided for this be provided for this event and set up in event and set up in different locations. different locations. Security will be posted Security will be posted along the red carpet, at along the red carpet, at every door and every door and scattered in several scattered in several spots in the Henry spots in the Henry Fonda Theatre. Fonda Theatre.

Traffic ControlTraffic Control —The —The L.A.P.D. will be in L.A.P.D. will be in charge of traffic control. charge of traffic control. We will close Hollywood We will close Hollywood Boulevard for our Boulevard for our guests’ vehicles and guests’ vehicles and media vans.media vans.

DJDJ —Before and after —Before and after Feist performs we will Feist performs we will have a DJ playing have a DJ playing music.music.

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Event RolesEvent Roles

CarolineCarolineIn charge of In charge of maintaining control maintaining control inside the Henry inside the Henry Fonda Theatre. Being Fonda Theatre. Being the go-to person for the go-to person for needs in the building.needs in the building.

EdsonEdsonIn charge of In charge of maintaining security, maintaining security, red carpet, getting the red carpet, getting the event approved by event approved by the city of Los the city of Los Angeles and making Angeles and making sure there are no sure there are no problems before and problems before and after the event.after the event.

LaurenLaurenResponsible for Feist Responsible for Feist and Justin Long’s and Justin Long’s needs. Making sure needs. Making sure they are there and they are there and taken care of. taken care of.

CathyCathyDirecting the catering Directing the catering staff. Responsible for staff. Responsible for speaking to the press speaking to the press concerning the event. concerning the event.


TimelineTimeline

4:00 p.m. Catering Staff arrives to set up event.4:00 p.m. Catering Staff arrives to set up event.4:30 p.m. DJ arrives to set up stage.4:30 p.m. DJ arrives to set up stage.5:00 p.m. Feist arrives to practice.5:00 p.m. Feist arrives to practice.7:00 p.m. Security arrives.7:00 p.m. Security arrives.8:00 p.m. Red carpet and doors open.8:00 p.m. Red carpet and doors open.8:45 p.m. Launch party begins and announcements 8:45 p.m. Launch party begins and announcements

are made.are made.9:00 p.m. Feist performs.9:00 p.m. Feist performs.10:00 p.m. A demonstration of the iYou will be 10:00 p.m. A demonstration of the iYou will be

given. At this time, the Genius Bar also opens.given. At this time, the Genius Bar also opens.1:00 a.m. Event closes.1:00 a.m. Event closes.


BudgetBudget

Feist’s Peformance: Feist’s Peformance: $500,000$500,000

Catering: $75 per person x Catering: $75 per person x 500= $37,500500= $37,500

Security: $30 per person x Security: $30 per person x 25 x 8 hours= $6,00025 x 8 hours= $6,000

Justin Long’s Introduction: Justin Long’s Introduction: $25,000$25,000

DJ: $2,000DJ: $2,000

Location: $400,000Location: $400,000

Apple Products: $5,000Apple Products: $5,000

Other Last Minute Costs: Other Last Minute Costs: $24,500$24,500


Measurement StrategyMeasurement Strategy


We plan on measuring our success of the event by keeping track of RSVPs as well as how much money is donated to the cause. We plan to invite approximately 675 people, and with a projected attendance rate of 75% we should expect 500 people in attendance. We hope to raise $500,000 to go towards Global Green.

ColorColorYour Your Life Life

at the Launch at the Launch Party for Party for

iYou.iYou.

iPod Launch Party

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Transcript of iPod Launch Party