This blog post is an excerpt of my final project for MMC 5006: Multimedia Communications.
The Florida Kids and Family Expo is a new event that will take place at the Orange County Convention Center this August. The show is produced by MyCentalFloridaFamily.com, a comprehensive and free online resource for families in Central Florida, and will become the largest annual family expo in Central Florida. Florida Kids and Family Expo will take the MyCentralFloridaFamily.com directory offline and bring it to life as a fun and interactive experience for kids. This event will showcase the many wonderful local businesses that cater to families and children. Attendees can also expect animal & reptile shows by GatorLand, bounce houses, rock walls, bumper cars, zip lines and many performances by local choirs, dance troupes and more. Discounted tickets can be purchased at Walgreens for $5 for children ages 2-17 and $6 for adults. Children under 2 are free.
MyCentralFloridaFamily.com is a convenient way to research local businesses that serve families with children, ages 0-17, as well as gather information and ideas. Their mission is to provide news and information on events and activities within their area to help make it easier for parents and children to play, learn and make memories together.
The target audience for the Florida Kids and Family Expo is families with children ages 0-17, parents, single mothers, single fathers, grandparents, godparents, aunts and uncles, and the businesses that serve families with children.
The major strength of this event is the several media partners that are already committed to participate in promoting the expo. With television and radio partners onboard, the expo will garner excellent exposure to the general public of Central Florida. The television and radio stations will not only run promotional content on their channels and social media platforms, they will also guarantee the attendance of their on-air personalities as well provide live coverage of the two-day show. These partnerships will enhance the show’s advertising strategy and will lend credibility to the inaugural expo.
Florida Kids and Family Expo will seize the best results by implementing this IMC strategy. IMC, integrated marketing communication, is a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data driven purposeful dialogue with them. (T. Duncan (2002) IMC: Using Advertising & Promotion to Build Brands (first edition) New York: McGraw-Hills (from Rhoads lecture). Marketing messages are so over saturated today, we need to find smarter ways to get our message to the right consumer. It is stated in our textbook, Brand Media Strategy, “with most media consumed with only the viewer’s partial attention, the impact of advertising decreases.” This begins to explain why IMC is so valuable. It allows our messaging to remain impactful by traveling across and adapting to multimedias and multichannels.
What every brand wants out of their marketing efforts is to cut through the noise and to stand out from the crowd. Using a complete integrated marketing communication plan will keep your message consistent while delivering it across multiple channels. The Florida Kids and Family Expo, with a little help from MMC 5006, is sure to be a success and prove to be a worthy weekend event for families in Central Florida.
I wish I lived in Central Florida so I could attend this event!