NAASP Project Part II

Table of Contents
Cover……………………………………………………….. pg. 1
Table of Contents…………………………………………. pg. 2
Sustainability Plan………………………………………… pg. 3
License, Permits, &Insurance Needs…………………... pg. 4
Vendor Needs & Negotiations…………………………… pg. 4-5
Registration Plan………………………………………….. pg. 5
Housing Plan………………………………………………. pg. 6
Room Block....……………………………………………...pg. 7
Marketing Plan…………………………………………….. pg. 8-9
Convention Program……………………………………… pg. 10-22
2

Sustainability Plan
5 ways that sustainable practices can be incorporated into the convention and
how each will be done/ managed:
● The NAASP will eliminate the use of most paper products by incorporating a convention
application that provides attendees with most convention information; the association will
have tech staff monitoring the app to prevent any problems during the convention
● The NAASP will choose badges, holders, lanyards, ribbons, registration bags and other
items that are reusable, biodegradable or made of post-consumer recycled content; at
the end of the event the association will collect the items to be recycled or have recycle
bins; leftover items will be donated
● During the event the NAASP will use electronic displays to help share information rather
than using papers to inform the attendees
● The NAASP will provide exhibitors with the option of sending the association their
brochures early on so that they can be incorporated into the convention app; in order to
incentivize the exhibitors to do this, the NAASP will offer them a discounted booth if they
opt to have their brochure on our app, this will cut down the use of even more paper
products at the event
● In order to incentivize attendees to use more sustainable transportation options, the
NAASP will offer them a coupon each day if they use the bus, ride a bike or carpool
How will stakeholder groups feel about each way the convention tries to be
sustainable?
● Since the NAASP is recycling and being eco-friendly by eliminating paper items
and going electronic, the stakeholder groups should feel like their needs are
being looked out for
How will the practice benefit the association?
● It will save the association money and promote that the association cares about the
world and its impact on the environment
3

Licenses, Permits, and Insurance Needs
Our convention will need permits at the convention center:
● Our convention will require proof of General Liability Insurance for $1,000,000
● Because the convention will need alcohol for the awards ceremony, a permit for
Saturday will be needed
○ Wine Sales Event Authorization - ABC Form 2221
● A music license will also be needed so that music can be played at the convention
during exhibition hours
○ ASCAP and Broadcast Music Inc. will need compensation so that royalties can
be given to play music at the event2
● An Exhibit Structure Building Permit will be needed so exhibitors will be able to have
structures at their booths3
Vendor Needs Lists and Negotiation Strategies
Vendor Types:
● Advertising/marketing/promotion
● Utilities/Supplies
● Permit
● Security
● Food & Beverage-Caterer
● General Contracting
● Entertainment
● Speakers
● Hotel/ Facility
● Transportation Providers
1
California.gov
2
ascap.com
3
lacclink.com
4

Negotiation Strategies:
● Complimentary breakfast for the keynote speakers and staff
● Complimentary or reduced cocktail party
● Free Welcome Reception/refreshments for guest while they await check in
● Security personnel for keynote speaker
● Reduced cost for AV equipment/audio/mics/visual
● Reduced cost for tables and chairs
● Free or reduced shuttle rates
● Free rooms for keynote/VIP guests
Registration Plan
Registration Offered:
● On-site Registration because some LA residence may not know about the event
until the day of and younger attendees may procrastinate or not commit until it
comes time for the event
● Advanced Registration so people can register online before the event and be
committed to going
Registration Format:
● Online for advance registration and a kiosk at the event for attendees to print
their badge
● Laptops provided at onsite registration
Materials Provided at On-Site Registration:
● Laptops
● Tables for the laptops
● Printers for receipts
● Internet Access
● Kiosk
5

Housing Plan
Number of Properties:
● Multiple hotels will be needed because of the large number of rooms needed on
the peak night
● VIPs will need to be at a hotel will the capability of having higher end rooms
Booking in the Block:
The room block will have negotiated prices for the rooms to ensure that the attendees
are getting a better deal than at hotels outside the room block. In order to incentivize
attendees further, all attendees who reserve within the room block will receive a $10
discount on their advanced registration fee.
Total Number of Rooms (Peak Nights):
● Staff: 5 Double/Doubles
● Exhibitors: 50 Double/Doubles
● Attendees: 150 Doubles, 300 Double/Doubles
● Vendors: 18 Doubles, 9 Double/Doubles
● Speakers: 15 Doubles
● VIPs: 10 Suites
80% of attendees will likely share a room to save money. This convention’s target
market is millennials who will likely want to carpool and share rooms in order to cut
down the cost of coming to the convention.
Transportation:
● Flying: 5%
● Long Distance Driving: 25%
● Local: 70%
6

Date Tuesday Wednesday Thursday Friday Saturday Sunday
Kings, Doubles, Queens 0 18 54 180 180 18
Double/Doubles 5 60 108 364 364 60
Suites 0 0 6 6 6 0
Total 5 78 168 550 550 78
Room Block
7

Marketing Plan- Positioning, 4Ps, and the Promotions
Mix
Positioning:
For millennials who want to promote their personal brand, the NAASP convention is an event
that provides the opportunity to network and learn about new ways to build their presence on
social media. Unlike Social Pro, the NAASP has a large focus on individual brands as opposed
to company brands. This convention can be described as modern, high tech, exciting, social,
and informative.
Product-
The experience of the NAASP convention is the real product. The most important elements of
the experience that this convention is trying to deliver would be the opportunity for attendees to
network with social media stars that have already established their personal brand, attendees
being introduced to the newest social media technology during exhibition hours, and education
sessions with social media experts on various social media platforms. When people think of this
convention they should think of things that are cool, new, exciting, entertaining, and high tech.
This convention is different than others that have come before it in the way that it truly caters
specifically to individuals who want to promote their personal brands opposed to company
brands.
Price-
The NAASP Convention’s pricing will be considerably lower than its main competitor, Social
Pro, because its target market would more than likely not want to spend more than $200 to
learn about creating their personal brand on social media. They are younger people that do not
have that high of an income whereas Social Pro’s target market would be more accomplished
business owners with higher incomes. Pricing for the NAASP convention would be as follows:
● Social Media Professionals- social media users who have acquired 500,000
subscribers/followers.
○ Early Registration: $50
○ On-site Registration: $100
8

● Intermediate Members- public interested in expanding their personal brand. Includes
coupons from sponsors, birthday gift card to app store, free event registration
○ Early Registration $100
● Beginner Members- the public that is interested in expanding their personal brand.
Includes coupons from sponsors and birthday coupon
○ Early Registration: $150
Some parts of the event would be an additional charge for attendees such as:
● Social Media Luncheons- Opportunity for attendees to meet and talk to social media
professionals on a more personal basis. $50
● Awards Ceremony- Celebration of social media contributors who have excelled on a
social media format in the past year. $50
Place-
Los Angeles is a great place for this convention because the local and surrounding area is very
saturated with tech-savvy people who would be interested in promoting their personal brands on
social media. Many of the social media companies are based in California and that means it
would be easier and less expensive for them to attend the event as exhibitors.
Promotion-
Because the NAASP convention’s target audience already has a strong presence on social
media, it makes sense to promote primarily on various social media platforms. The promotional
mix elements that this convention will utilize will include:
● Website- it is critical that NAASP’s website be user friendly, smartphone friendly,
modern, and it has to feel high tech
● Social media- instagram, vine, snapchat, facebook, and twitter ads
● Video- YouTube promotional ads
● Public relations interviews/ articles- social media celebrities talking about our
convention, creating a buzz in the local area where the convention will be held
● E-Mail- we can buy e-mails from social media sites so we can really reach the
users of social media
9

Date Time Frame Activity/Topic/Details Room
Setup/ AV
Needs
Thursday,
April
20,2017
5:00pm-10:00pm Registration & Check In Computer Check
in Booth
Friday,
April
21,2017
7:00am-9:00am Late Registration Check in Computer Check in
Booth
Friday,
April
21,2017
9:30am-9:45am Opening Session Theater Style
Seating
10:00am-10:45am Education Session 1 5 Theater Style
Rooms and 15
Classrooms
Twitter- Keynote Speaker Heather Armstrong (@dooce): How I
Became Twitter Famous. Max 150 people.
Instagram- Keynote Speaker Helen Ruth Van Winkle
(baddiewinkle): How I Became Instagram Famous. Max 150
people.
Vine- Keynote Speaker Jerome Jarre: How I Became Vine
Famous. Max 150 people.
10

Snapchat- Keynote Speaker Sara Hopkins (sayhop): How I
Became Snapchat Famous. Max 150 people.
YouTube- Keynote Speaker Felix Kjellberg (Pewdiepie): How I
Became YouTube Famous. Max 150 People.
YouTube- Hellos and Goodbyes: A class explaining the best and
least awkward ways to start and end your videos. Max 50
people.
Twitter- 140 Characters or Less: How to get your point across in
that small text box. Max 50 People.
Vine- Seamless Vine Cutting: Showing you how to get those
smooth transitions like the pros. Max 50 people.
Instagram- Photo Editing: All of the info you need to know to get
that perfect pic: the filter, contrast, adjusting, brightness. Max
50 people.
Instagram- Photo Captions: Ever look back and read what you
said as a caption 6 months ago and cringe? This class helps make
sure that does not happen. Max 50 people.
Facebook- Tailoring Your Profile: What does your profile say
about you? Don’t worry, this class helps you fix it. Max 50
people.
Snapchat- The 10 Second Story: Tired of being cut off? Learn
how to master the 10 second story in this class. Max 50 people.
Snapchat- The Short Caption: So you use a lot of big words that
don’t fit? Let’s figure out ways to abbreviate your thoughts. Max
50 people.
Snapchat- Art Class: It's like finger painting but way less messy.
Let's learn to finger paint on our phones like Picasso. Max 50
people.
How to Master the Selfie Stick: Yeah some people don’t like
them but look at those angles! How else are you going to show
off how many friends you have? Max 50 people.
Best Photo Editor Apps: Which ones have the best filters and
really hide our zits? Max 50 people.
11

How to Deal with Haters: We all have feelings. Let's get together
and talk about how to deal with haters. Max 50 people.
How to Create the Perfect Hashtag: Have you ever found
yourself trying to read a hashtag for 5 minutes? This is how to fix
that. Max 50 people.
The Perfect Profile Picture: It’s the first thing everyone sees! So
let’s all take a really good one. Max 50 people.
To Post or Not to Post: How often to post, what to say without
being offensive, that kind of thing. Max 50 people.
11:00am-2:00pm
Lunch/Exhibition
Hours
Attendees will use
cafeterias in
convention center
for lunch. Exhibition
floor.
12:00pm-1:00pm Affiliation luncheon only
early registration only
2::30pm-3:15pm Education Session 2 5 Theater Style
Rooms and 15
Classrooms
people.
12

least awkward ways to start out your videos. Max 50 people.
50 people.
people.
50 people.
people.
How to Master the Selfie Stick: Yeah, some people don’t like
13

3:30pm-4:45pm Education Session 3 5 Theater Style
Rooms and 15
Classrooms
people.
50 people.
14

people.
50 people.
people.
5:00pm Convention Close Day 1
Saturday
April 22,
2017
8:00am-9:00am Coffee & Donuts (Chat
with Exhibitors)
Exhibition floor set
up. Tables for
Donuts and Drinks.
9:30am-9:45am General Intro Session Theater Style
15

Seating
10:00am-
10:45am
Education Session 4 5 Theater Style
Rooms and 15
Classrooms
people.
50 people.
people.
16

50 people.
people.
11:00am-2:00pm Lunch/Exhibition Hours
Time for attendees to find lunch in one
of the Convention Center cafeterias and
to look around exhibition floor.
Exhibition floor
needed.
12:00pm-1:00pm Affiliation Luncheon
Rooms and 15
Classrooms
17

people.
50 people.
people.
50 people.
people.
18

Rooms and 15
Classrooms
people.
YouTube- Hellos and Goodbyes: A class explaining the best, least
awkward ways to start out your videos. Max 50 people.
19

Instagram- Photo Editing: The perfect filter for your picture,
contrast, adjusting, and brightness… all of the info you need to
know to get that perfect pic. Max 50 people.
people.
50 people.
people.
How to Master the Selfie Stick: Yea some people don’t like them
but look at those angles! How else are you going to show off
how many friends you have? Max 50 people.
5:00pm Convention Closes
20

7:00pm-9:30pm Awards Ceremony
Awarding some of the best YouTubers,
Snapchatters, Tweeters, Viners and
more. Hosted by Jenna Marbles.
Cocktails will be served.
Theater style
seating
Sunday,
April 23,
2017
9:00am-10:00am Networking Hour
Everyone has time to talk and network
with each other. Keynotes and class
teachers present.
10:15am-11:30am Closing Session
Final Keynote Speaker Tyler Oakley ends
the NAASP convention encouraging
everyone to “Dare to Be You”
Theater style
seating.
21

NAASP Project Part II

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