Calgary Comic and Entertainment Expo

Edmonton Publicity Campaign Robin Ogura

Strategic Overview
The Calgary Comic & Entertainment Expo is the only festival in Calgary where you can get your sci-fi,
film, television, fantasy, horror, comic book, gaming, and animation fix all in one incredible weekend. This
year the Calgary Expo will feature a variety of guests from different industries. From film and television stars
to make-up artists, to writers, to comic book creators, to cosplay specialists and so much more - the Calgary
Expo covers every corner of pop culture imaginable! We've got over 600 exhibitors, artists, and special guests,
all in one spot! Join 60,000 other fans for this celebration of pop culture with special events such as a Weird Al
Concert, An Evening with Dinklage and Headey, POW! Parade of Wonders and The Hub - an Evening
Reception with Brrowman, Myles, and David-Lloyd.
The Calgary Expo with take place April 26-28, 2013 at the BMO Centre, Stampede Park.
Tickets are available in a 3-day pass, individual day pass, VIP pass, or gaming passes
Mission: The Calgary Comic & Entertainment Expo is a non-profit organization dedicated to promoting the
popular arts, including comic books, sci-fi, horror, anime, cartoons, toys & collectibles.

SWOT

Strengths
Appeals to the masses
Majority of pop culture fans are already
highly active in social media
Numerous well-known celebrities present and
promoting the expo
Very good reputation & coverage of event
Bigger space has been acquired to allow in
more guests and media
Weaknesses
Always short on volunteers
Some people may have just gone to the
Edmonton Comicon or are saving up for a
comicon further away that may be bigger
Location & pricing may not be ideal for
people outside of Calgary
Opportunities
Possible addition of celebrities
Celebrities may be open do to more photo
ops/autograph signings (more revenue)
Pop culture appeals to the masses
Social media is the most effective way of
promoting the event (cheap & easy)
Align our name with comicons worldwide
Threats
Space may still be way over-crowded
Weather conditions
Illness within special guests
Union strikes
Gun Control Movements rebelling against
war-related video games



Goals & Objectives
GOAL #1
To put Calgary on the map for other Comic Con goers who will actually travel to be there.
OBJECTIVE:
Become the largest all-ages pop culture convention in Canada.
Pitch media releases and stories to 5 news stations/newspaper/radio stations in multiple cities
outside of Calgary.
Achieve a percentage of over 60% of ticket buyers from outside of Calgary.
GOAL #2
To constantly strive to create new ways to gain loyalty with our fans and create magic with our special guests.
OBJECTIVE:
Create a team solely based on exclusive events Calgary may not have done before using research,
brainstorming, surveys, etc. such as our first ever Calgary Expo parade this 2013.
GOAL #3
To motivate local Canadian artists creativity by giving them the opportunities to learn from world renowned
comic artists first hand and showcase their talents in Canadian and International comic conventions.
OBJECTIVE:
Bring in multiple comic/graphic artists to the Expo every year and create panels for them to answer
questions for those who purchase tickets to the panel.
Provide many exhibit spaces and strengthen our Artist Alley for any comic retailer, artist, movie
studio owner, toy manufacturer, comic/magazine publisher, video game developer, costume shop
owner, trading card company, anime/manga company, or anything else for those wanting to get
their products shown to 60,000 people
Media Strategies
Advance Media Notice Calgary Presents the 2nd Largest Pop Culture Convention in Canada
Media Invite Notice Exclusive Interview With Emily Expo About What To Expect
Media Event Exclusive Interview With Emily Expo
Media Kit Includes Media Release, Backgrounder, History, List of Confirmed Special Guests So Far
and Their Filmographies/Works, Photos and Brolls ftp Link, Disposable Camera, Logo Sticker
PSA Volunteers Needed for Expo
Media Release Limited VIP Passes on Sale
Media Release Weekend Passes, Daily Admissions and Gaming Passes on Sale
Media Release Finalized List of Special Guests
PSA Warning Tickets Are Selling Out Fast
Media Release Photo Ops and Autograph Sessions Available for Purchase
Media Release POW! Parade of Wonders Opening Day of Comicon
PSA Volunteers Needed for Parade
PSA Warning Photo Ops/Autograph Sessions Are Almost Gone
Photo Op Notice Special Magic the Gathering: Dragons Maze Pre-Release Event
Photo Op Pre-Release Event at Gaming Stations
Media Event & Photo Op Notice POW! Parade of Wonders Kick Off
Media Event Photo Op at POW! Parade of Wonders

Media Contact Angle Support Items
100.3 The Bear Pat Cardinal
General Manager
Veronica Taylor The voice of Ash
Ketchum in Pokemon doing a
Behind the Mic voice panel!
Media release
Media kit
Interview with
Veronica Taylor
Pokemon Theme Song
Track
102.3 NOW Radio Crash and Mars
Radio Hosts
Marvel/DC Live Comedy
Showdown! Heroes and villains
from each universe challenge each
other to perform comedy scenes;
the audience chooses the winner!
Media release
Media kit
Interview with Lex
Luthor
630 CHED Leslie Primeau
Radio Program Co-Host
Weird Al Concert It will only cost
$45-$75 to get your White and
Nerdy on!
Media release
Media kit
3 Weird Al tracks clips
Avenue Magazine Caroline Barlott
Managing Editor
Charity Art Auction Many creator
guests donate original pieces with
proceeds going to our local
charities!
Media release
Media kit
Photos/Broll
Edmonton Journal Fish Griwkowsky
Arts Columnist
Stan Lee An icon in the comic-
book industry and a model of
strength, determination and
resilience.
Media release
Media kit
Photos/Broll
Edmonton Journal Gordon Kent
Civic Affairs
POW! Parade of Wonders The
first ever Calgary Expo parade
showcasing Expo-enthusiasts far
and wide.
Media release
Media kit
Photos/Broll
Edmonton Journal Jamie Hall
Arts Writer
Artist Alley Showcase you work
and meet other artists and 60,000
fans in a cost effective way!
Media release
Media kit
Photos/Broll
Edmonton Journal Keri Sweetman
Arts & Life Editor
An Evening with Dinklage and
Headey Meet and chat with your
favorite stars from Game of
Thrones at an intimate reception.
Media release
Media kit
Photos/Broll
Take a few photos, have dinner and
a drink!
Edmonton Journal Lucinda Chodan
Editor-in-Chief
The Walking Dead Take a Photo
Op in a Reedus, Gurira and Yuen
sandwich.
Media release
Media kit
Photos/Broll
Edmonton Journal Marta Gold
Lifestyle Columnist
Geek Speed Dating & LGBT Geek
Speed Dating Get to know your
fellow convention goers, find love
and your player 2.
Media release
Media kit
Photos/Broll
Edmonton Journal Sheila Pratt
Social Trends
Bid on the Expos eBay Charity VIP
Pass Auction! 100% of the
proceeds go to five local Albertan
charities.
Media release
Media kit
Photos/Broll
Edmonton Sun Allison Salz
Editor
The Hub Evening Reception with
Barrowman, Myles, David-Lloyd -
Meet and chat with your favorite
stars from Torchwood at an
intimate reception. Take a few
photos, have dinner and a drink!
Media release
Media kit
Photos/Broll
FFWD Weekly Josiah Hughed
Music & Film Editor
Special Magic the Gathering:
Dragons Maze pre-release event
Sign up for Fridays midnight
tournament event and win elite
prizes.
Media release
Media kit
Photos/Broll
Georgie Nathan Marshal
Co-Creator/Art
Designer/Photographer
Iron Costumer competition to test
the creative costume building skills
of the competitors. This years
theme: Time and Space
Media release
Media kit
Photos/Broll
Globe and Mail Gabe Gonda
Arts & Life Writer
Tap into the geek culture crowd
Show off something youd love for
60,000 people from around the
world to see.
Media release
Media kit
Photos/Broll
Hot 107 Sara Parker
Programming Manager
YuGiOh YCS Toronto
Championships Grand prize
airfare to YCS Toronto 2013.
Media release
Media kit
YuGiOh sound clip
Interview with Emily
Expo
Sonic 102.9 Garner Andrews
Radio Host
Kids Costume Contest Youth and
Family entries that highlight the
best costumes and skits that the
younger generation has to offer!
Media release
Media kit
Interview with Emily
Expo
Vue Weekly
Magazine
Meaghan Baxter
Staff Writer
Costume Contest Showcase your
costume before a live audience and
perform a short monologue or skit,
if you so desire, and win prizes!
Media release
Media kit
Photos/Broll
Vue Weekly
Magazine
Paul Blinov
Arts/Film Editor
Voice Actors Movie Medley Voice
Actor guests take on passages from
famous movies as their own famous
characters!
Media release
Media kit
Photos/Broll

ADDITIONAL PLANS FOR PUBLICITY
Classified listings
Partnerships with comic book stores all over Alberta
City of Edmonton event listings
Edmonton Public Library event listings
Newsletters to those who have get comicon emails/newsletters
Social media
Event website listings
BMO Centre event listings
Media Events
EXCLUSIVE INTERVIEW WITH EMILY EXPO
Emily Expo is the mastermind behind this years Calgary Expo and shes going to be giving the media
some exclusive information as to what everyone can expect this year from the comic convention. She is also
going to give us some tips and secrets on how to make the best out of your trip, from planning out the crazy
and intense outfit youre planning on wearing to making your schedule for the whole weekend.
This event is newsworthy because a lot of people know who Emily Expo is and look to her whenever
they have questions or comments about the event. The fact that she is in charge of every detail of the event,
from who gets accepted into being a special guest to handling emails from teenagers who know nothing
about the Calgary Comic Expo.
INTERNAL STAKEHOLDERS:
Emily Expo
Technical Crew
Camera Man
Editors
SPECIAL MAGIC THE GATHERING: DRAGONS MAZE PRE-RELEASE EVENT
The neat thing about this event is that it is literally a pre-release event to a brand new game that is
coming out and has a tournament feel to it the winner qualifying for an SCG Elite event on the following
Sunday, Gatecrash Booster Packs, FNM Promos and more! There are different times and tournaments that
individuals can enter into with different rules and regulations for game play.
This event is newsworthy because of the fact that it is a brand new game coming out, working
together with the Calgary Expo, and is being given out through long, extensive tournaments. The most intense
gaming tournament is always one with a good prize and staying up until very late hours. This has both,
considering the main tournament begins at midnight.
INTERNAL STAKEHOLDERS:
Emily Expo
Technical Crew
Trilogy Gaming Director
Photographers
POW! PARADE OF WONDERS KICK OFF
POW! Parade of Wonders will be taking place on April 26, 2013 at 11am and will be the first ever
Calgary Expo parade! The Expo is going to be working in partnership with Downtown Calgary and will
conclude with opening ceremonies at Olympic Plaza. Anybody can register to be in the parade and show off
their amazing costumes with a group or even by themselves!
This event is definitely newsworthy because it will be the first ever Calgary Expo parade to come to
the Calgary Comic and Entertainment Expo. It is going to be big within the streets and therefore big within all
the communities and will be a great way to not only bring everyone together in a way that they have never
been able to before and increase awareness, but it is also going to be an amazing opportunity to finally have
a large outdoor event with no snow on the ground after a long and dreadful winter!
INTERNAL STAKEHOLDERS:
Emily Expo
Technical Crew
Photographers
Videographers
Downtown Calgary President
Social Media Platforms
FACEBOOK PAGE
Considering most pop culture fans spend a fair amount of time scrolling through their Facebook news
feed, whether it is on their cell phones, computers or iPods, we will be able to use this free social media
platform to do anything we want it to reach thousands, even millions, of our potential market. By creating our
own fan page, we can update statuses, add exclusive photos, create polls, promote our events, and so much
more. Updating our fan page will allow those who like us able to view our updates each time they log in. It
will really help in the promotion of any events or special guests we have, audience engagement and informing
the fans of any immediate changes we make to the schedules or events posted on our website.
TWITTER ACCOUNT
Although not as many fans have Twitter, there is the amazing ability for our followers to retweet and
quote the tweets that we post or the pictures we upload, reaching audiences that may not be aware of our
event. Another really great thing about Twitter is hashtags! And the even greater part about hashtags is that
they have the ability to trend! By the use of hashtags, we can sort all of the tweets about our Expo into one
general place, allowing not only us but anybody at all to see what people are saying about us! If enough
people are using our hashtag, it will begin to trend on appear on Twitter users homepages! Plus we will be
able to make as many posts a day and not annoy the pants off of people. We can use our account for the
promotion of events and special guests, audience engagement and informing our followers of any changes
that we make to the schedules or events posted on our website.
YOUTUBE VIDEOS
YouTube is awesome because it gives us the ability to show our audiences sides of the Expo that they
wouldnt be able to see anywhere else. This can include exclusive interviews with our team or special guests,
show footage of setting up the Expo, sneak peeks for what our attendees can expect, and so much more. It
also gives us the chance to show reruns of possible television commercials. With the use of YouTube videos,
people are able to send links to videos through Facebook, Twitter, email, text message, flicker and almost
every other social media website which will allow coverage easily worldwide. YouTube will definitely help in
the promotion of any events or special guests we have, audience engagement and audience education with
our behind the scene videos.
Critical Path

Week Description
February 1
February 7
Write Advance Media Notice
Write Media Event Notice: Exclusive Interview with Emily Expo
Send out Advance Media Notice
Plan/Put Together Media Kit
February 8
February 14
Send out Media Kits
Write Media Release: Limited VIP Passes on Sale
Send out Media Event Notice: Exclusive Interview with Emily Expo
Send out Media Release: Limited VIP Passes on Sale
Plan Interview with Veronica Taylor
February 15
February 21
Write Media Release: Weekend Passes, Daily Admissions and Gaming Passes on Sale
Send out Media Release: Weekend Passes, Daily Admissions and Gaming Passes on
Sale
Create Media Contact Angles and Support Items for Edmonton Journal
Send out Edmonton Journal Media Contact Angles and Support Items
February 22
February 28
Write and Send out Follow up Email for Media Event: Exclusive Interview with Emily
Expo
Host Media Event: Exclusive Interview with Emily Expo
Create Media Contact Angles and Support Items for Edmonton SUN & Globe and Mail
Send out Edmonton SUN & Globe and Mail Media Contact Angles and Support Items
Write Media Release: POW! Parade of Wonders! Opening Day of Expo
March 1
March 7
Send out Media Release: POW! Parade of Wonders! Opening Day of Expo
Create Media Contact Angles and Support Items for Avenue, Georgie & Vue Weekly
Send out Avenue, Georgie & Vue Weekly Media Contact Angles and Support Items
Write PSA: Warning Tickets Are Selling Out Fast
March 8
March 14
Write Media Release: Photo Ops/Autograph Sessions Available for Purchase
Conduct Interview with Veronica Taylor
Create Media Contact Angles and Support Items for Radio Stations
Send out Radio Station Media Contact Angles and Support Items
March 15
March 21
Send out Media Release: Photo Ops/Autograph Sessions Available for Purchase
Send out PSA: Warning Tickets Are Selling Out Fast
Monitor Progress/Work
March 22
March 28
Write Media Event & Photo Op Notice: POW! Parade of Wonders! Kick Off
Write PSA: Volunteers Needed for Expo
March 29
April 4
Send out Media Event & Photo Op Notice: POW! Parade of Wonders! Kick Off
Send out PSA: Volunteers Needed for Expo
Write PSA: Warning Photo Ops/Autograph Sessions Almost Gone
April 5
April 11
Send out PSA: Warning Photo Ops/Autograph Sessions Almost Gone
Monitor Progress/Work
Write Photo Op Notice: Special Magic the Gathering: Dragons Maze Pre-Release Event
Send out Photo Op Notice: Special Magic the Gathering: Dragons Maze Pre-Release
Event
April 12
April 18
Write Media Release: Finalized List of Special Guests
Send out Media Release: Finalized List of Special Guests
Write PSA: Volunteers Needed for POW! Parade of Wonders!
Send out PSA: Volunteers Needed for POW! Parade of Wonders!
April 19
April 25
Write and Send out Follow up Email for Media Event & Photo Op: POW! Parade of
Wonders! Kick Off
Write and Send out Follow up Email for Photo Op: Special Magic the Gathering:
Dragons Maze Pre-Release Event
April 26
April 30
Host Media Event & Photo Op: POW! Parade of Wonders! Kick Off
Host Photo Op: Special Magic the Gathering: Dragons Maze Pre-Release Event
Monitor Progress/Work & Evaluation
Create Thank-You Notes
Send out Thank-You Notes


Expense Budget

Description Possible Vendor Estimated Allocation
Office Support
Office Supplies
Internet
Rent
Cell Phone
Laptop
Supplied in-house N/A
3 Month Fee/Salary Topline Productions $270 ,000
Media Kit
Printing fees: kit & content
Professional Photographer
Professional Videographer
Disposable Camera
Alpine Press
Ampersand & Grey Photography
3TEN
eFavormart
$500
$3,000
$5,000
$100
Media Events
Rental Fee
Professional Photographer
Professional Videographer
Emily Expos fee
Ampersand & Grey Photography
3TEN
BMO Centre Breakout Space Meeting Room
Emily Expo
$3,000
$5,000
$2,500
$1,500

Monitoring
For our Publicity Plan, were going to be basing our monitoring towards where we are getting the
most media coverage. Our biggest goal is to put Calgary on the map for other Comic Con goers who will
actually travel to be at our Expo and our main objective is to achieve a percentage of over 60% of ticket
buyers to be from outside of Calgary. To see if we are reaching audiences that are outside of the Calgary area,
we are going to track what media coverage is getting aired on which radio stations/newspapers. This way we
can get a closer look at the demographics were hitting. For example, if Hot 107 in Edmonton is pitching our
stories, we see that were hitting a lot of the mainstream, top 40 youth groups. Also, if the Edmonton Journal
is putting some of our Special Guests on their front pages or with huge prints of our logo, we can see the
homes receiving that information. By constantly checking our percentage of where our ticket buyers are
coming from, we can adjust the amount of Media Releases or PSAs we send to other cities.
Another goal of ours is to motivate local artists creativity by bringing world renowned comic artists
and showcase their talents at our Expo. We want to keep track of all the exhibit spaces/artist alley tables to
see how many spots get filled up and the types of artists that occupy the spaces. We want to reach those from
all aspects of comic and entertainment sections and find out which main ones are responding. We can do this
by reviewing all of the applications who sign up to showcase their products. If there is an abundance of
applicants who all want to show similar things, we want to filter the applicants to create more diversity.
Keep a log/publicity timeline of all the media attention secured outside of Calgary.
Live and pre-recorded interviews, in-studio appearances, cameras that come out to photo
ops, contacts who have requested media tickets
Scrapbook print media clippings of all appearances the Expo makes
Including the publication of name, date, and placement in addition to the article, photo, or
listing.
Evaluation
Through the monitoring of our campaign, it will be easier to see where we were able to dominate in
our objectives and where we fell short. Possible ways that we can track how well we reached our audience is
through the process of giving out surveys to attendees at the Expo inquiring about how they heard about the
Expo. We are also going to give the option for guests to take a sticker and a card that will have a link for them
to go to and do an even more extensive survey on any of our promotional tools or event coverings that we
used to reach our audiences.
In regards to our Media Contacts, we are going to evaluate by considering how many people actually
come to our media events and/or respond to our media releases, and from which companies/organizations.
This way, we are able to see which pitches made an impact on our contacts and are able to connect with them
about what drew them in.
Combine everything from the publicity timeline and print media clippings to create final report.