Actorfest LA 2008
Client: Back Stage / Date: November, 2008
Location: California Market Center, Los Angeles CA
The Event:
Actorfest is the country's most significant conference dedicated to bringing the acting industry's most influential agents, casting directors, managers, producers and directors together with the acting community. In its 17th year, this one-day bicoastal event (LA & NY) provides an opportunity for actors from across the country to learn from experts and gain essential career planning advice in film, TV, theatre and other performing arts disciplines. JNB Marketing & Events was hired to plan, market, produce, and execute this event, and we are very proud of the job that we did.
The Challenge:
Create a diverse, attractive, and free event that would draw thousands of actors. The event’s new downtown LA location (the event was previously in Hollywood) would pose an interesting challenge for attendee marketing. Also, although the event was free to attend (casting calls, casting director meetings, tradeshow floor, and other areas), the workshops carried a small ticket cost. Programming would have to be developed that was valuable enough to purchase, and ticket prices would need to be kept low. With a tight marketing budget tight and a new location, we ventured into the process.
JNB Strategy:
JNB worked closely with the editorial department of Back Stage to develop over 20 hours of quality programming including casting calls with NBC Telemundo, Nickelodeon, and The N. Programming also included Q&A sessions with top casting directors, panel discussions with industry leaders, a ‘headshot drop off’ area, and ‘Meet & Drop Sessions’ where actors could meet a top casting director for two minutes and leave them with their headshot.
To keep workshop ticket prices low, we found ways to restrict our marketing budget spending such as creating a media partnership with LA Weekly, and partnerships with various organizations including SAG, AFTRA, and Actors’ Equity. To market inexpensively on the ground-level we arranged contest drawings at local Barnes and Noble Bookstores, and offered free workshop tickets to eager actors in exchange for free street team work or volunteering time the day of the event.
To draw people downtown, we highlighted and carefully explained in detail nearby restaurants and hotels to the venue, explained the ample parking and specifically where it could be accessed, how the venue was easily accessible from multiple freeways, and what Metro stops would be most useful. We also implemented shared-ride boards and carpool groups on social networking pages.
JNB Services:
Content Build / Speaker Management:
◦ Recruiting industry professionals as guest speakers
◦ Recruiting casting directors for open casting calls
◦ Building programming schedule (over 25 hours of programming)
◦ All speaker communication / management
Audience Marketing / Public Relations:
◦ PR outreach and follow-up (press releases, onsite press management)
◦ Street team creation, logistics management
◦ Cultivating media partnership with LA Weekly
◦ Online marketing of event
◦ Website and online registration marketing development
Operations Management:
◦ Venue scouting, securing, management
◦ Logistics (production schedules, etc.)
◦ Staffing
◦ Signage and other printed materials
◦ Sponsorship incorporation
◦ Onsite management
◦ Budget management
The Result:
The result of these marketing efforts yielded over 3,000 attendees and a 25% increase in revenue for attendee dollars (keeping in mind the only cost to attendees was if they chose to take classes). In a down economy this far exceeded the expectations of our client Back Stage, who was thrilled and expressed their thanks:
“To Jo Beyersdorfer and the entire JNB team for their professionalism, reliability, and success in helping us to drive this event...a flawlessly executed event in terms of operations, signage, exhibit hall, speaker programming, and in particular, registration – indicating the solution to the prior year’s biggest challenge.”
– Charles Weiss, Associate Publisher / National Director, Sales & Marketing, Back Stage
Feedback from Vendors and Speakers:
Also important to note is feedback from our sponsors, our speakers, tradeshow floor booth purchasers, and so on. After all, without their time and dollars, the event would not have been possible. It is critical in annual events of this kind to ensure this group of people are pleased with the attendance of the event and their experience. Here is some feedback regarding Actorfest LA 2008.
“I had a great time at ActorFest. From my perspective, it ran smoothly and I was well taken care of. The participants were extremely attentive. I also immensely enjoy seeing other casting directors and agents that I do not get to see for a long time. Thank you for inviting me to participate.” - Terry Berland, Casting Director, Berland Casting
“I would like to compliment you and your whole staff on making ActorFest such and enjoyable experience for me and my wife. I felt so comfortable and taken care of during the whole process. I left the Festival on a natural high from all the good energy. Congratulations to you all!!!” – Aaron Speiser, Acting Coach, Aaron Speiser Acting Studio
“I spoke with many folks who have been in the last few years, and they all loved the venue and felt it was the ‘best yet.’ So kudos to you guys, and again, thanks.” – Kevin West, The Actor’s Network
“I had a GREAT time. Thanks so much for the invite - can't believe I've never done one.” – Matthew Berry, Casting Director
“Had a terrific time with a lively and active group for the ‘Improv for Actors’ seminar. The time flew by. Also all the staff was incredibly helpful.” – Bill Applebaum, Actor/Improvisation Instructor, Actors Improv Studio
