Newark Culture Con 2018 Sponsorship Value

Data & Chart
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SAT • APRIL 28 th 2018 • 9AM – 8PM
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DIVERSITY
REPRESENTATION
INCLUSION
IN SCI-FI, FANTASY, AND THE COMICSPHERE
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produced by FarCorners Studios in partnership with Rutgers University - Newark
• NEWARK CULTURE CON 2018 powered by the Newark International Film Festival (NIFF) •
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Data & Chart
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LET’S TALK AUDIENCE
AFFLUENT • EDUCATED • LOVE THE ARTS • TECH SAAVY • SOCIALLY CONSCIOUS • CULTURALLY DIVERSE
Reaching Out to Over 1M via Cable TV, Video, Print, and Social Media
“It Takes A Village”, explains the rooted-in-community dimension of the Newark Culture Con which was formed by local entrepreneurs who’ve
engaged strategic community partnerships with Rutgers University – Newark and the Newark International Film Festival.
The comic book, sci-fi, and fantasy fandom is a family and all cultures affair with a fast growing consumer influence of women and people of
color. What was once a white male dominated industry has blossomed into a multi-cultural, multi-ethnic industry of which its true depth has yet
to be tapped. True diversity is found in the emerging expansion of what and who is a super hero and the communities from which they emerge.
The Newark Culture Con village, 57% men / 43% women, average age ranges between 11 and 45 with the largest concentration
between 18 and 35. The village has an affinity to and will unleash its fandom on and consumer dollars to authentic brands that respect and
embrace women and diversity in cultures, ethnicities, and language.
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a comic fan experience
shape shifting around diversity, representation, and inclusion
in the comic book, sci-fi, and fantasy genres. From the Marvel
cinematic universe comes KHALIL MAASI along with
traditional, unique, and interactive comic con fare including
Artist Alley, vendors, cosplay, Spoken Word Creative Clash,
Black Panther Dance Challenge, and special panels on
trending issues of diversity, inclusion and representation…
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2018
where the scarlet carpet is rolled out for residents of New Jersey, New York City, Philadelphia, and beyond
to experience hands-on learning activities in the sciences, arts, and humanities;
live music, dance performances, exhibitions, and demonstrations!
Rutgers Day is also part of Rutgers Alumni Weekend
4,000 average Rutgers Day attendance
Over 2,000 anticipated to experience Newark Culture Con 2018 powered by NIFF
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produced by FarCorners Studios in partnership with Rutgers University - Newark
• NEWARK CULTURE CON 2018 powered by the Newark International Film Festival (NIFF) •
DIVERSITY
43% of the 75 million Millennials in the US identify as African American, Hispanic, or Asian
AFRICAN AMERICANS
Black consumers are speaking to brands in
unprecedented ways and achieving
headline making results*.
(38% attendance)
*Nielsen Report,
Black Impact Consumer Categories Where African
Americans Move Markets
ASIAN AMERICANS
Asian Americans are the fastest growing
multicultural consumer segment with a
buying power expected to reach $1 trillion
in 2018. At the center of everything in
there lives here in the US,
native culture is extremely important.
(12% attendance)
*Nielsen Newswire
HISPANICS
Hispanic consumers increased their
dollar spending in the US FMCG industry
by 0.7% and, in fact, out spent non-
Hispanics consumers in 12 of 16 FMCG
categories in 2017.
(20% attendance)
*Nielsen Newswire, Tracking the Growing FMCG
Buying Power of Hispanic Consumers
Rutgers University - Newark
student body is 18 percent African-American, 24
percent Latino, 25 percent white and 21 percent
Asian—including many students from India, Bangladesh
and the Middle East
(50% attendance)
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WOMEN
aged 17-33 are the fastest growing demographic of comics readers * 50% in attendance
AFRICAN AMERICAN WOMEN
According to Nielsen's report, African-American Women: Our
Science, Her Magic, African-American women’s consumer
preferences and brand affinities are resonating across the U.S.
mainstream, driving total Black spending power toward a record
$1.5 trillion by 2021.
The latest U.S. Census figures show African-American women
have majority ownership in more than 1.5 million businesses
with over $42 billion in sales.
(58% attendance)
*Nielsen Report, "Black Girl Magic" and Brand Loyalty is Propelling
Total Black Buying Power Toward $1.5 Trillion by 2021
LATINAS
At an average age of 31, Latinas are entering
their prime earning years and have made
impressive educational and entrepreneurship
gains, which have contributed to their
economic power. Latinas have increasingly
become the breadwinners and purchase
decision makers in their households.
(32% attendance)
*Nielsen Newswire, Latinas are Breadwinners, Driving
Growth and Influence for FMCG Categories
ASIAN AMERICAN WOMEN
Asian American women are tech-savvy jetsetters. This group is in
a constant state of discovering new content and consumer
products as they travel the world, juggle family and pursue
professional goals. 39% of Asian American women are
entrepreneurs and 46% say their goal is to make it to the top of
their profession. When it comes to spending, they’re not afraid to
demand brands and products that support and speak to their
values or personal goals.
City of Newark & Rutgers University - Newark
Student population is reflective of the city’s 1:1
ratio of women to men
(10% attendance)
*Nielsen Newswire - Asian American Women are Globe-Trekking
Tastemakers Using Digital Spaces to Influence Mainstream Consumer
Trends
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LGBTQ
The LGBT community is a significant contributor to
the U.S. economy and trendsetters in the areas of
innovation and media. Not only do American LGBT
households make 10% more shopping trips in a year
than the average U.S. household, they buy more at
checkout. Not only are they watching and listening
at higher rates than non-LGBT households, but in
many cases, they're also influencing the content and
characters in those outlets.
(32% attendance)
*Nielsen Report, Proudly Setting Trends, LBGT Consumer Report
FarCorners Studios
An engaged international audience of 45,000 with a 1:1 ratio of men
to women in ages 18 thru 34 and a more than 2:1 ratio of women to
men ages 35 thru 55 • Men are more responsive to collecting and
value pre-order opportunities and limited editions • Primarily hailing
from U.S., Philippians, and Mexico, our U.S. audience dominates
print sales while the Philippians and Mexico dominate digital •
Mobile is the primary mode of engagement, 4:1 ratio of smartphone
to iphone • Median household income $40K - $100K
Newark International Film Festival
[NIFF]
The festival which serves the community throughout
the year and works in partnership with local youth
organizations and the Newark Office of Film boasts
an annual attendance of 10,000 internationally
diverse affluent men and women of color of which
45% are between the ages of 18 and 35.
City of Newark, NJ
One of the oldest cities in the US dating back to the 1600s is the
most populous city in the state of New Jersey. The city is also home
to one of the busiest airports in the US and has a significant number
of company headquarters and higher educations institutions that are
known nationwide.
1:1 ratio men to women • 50.24% African American, 24.35%
Caucasian, 36.0% of Hispanic or Latino origin, 1.75% Asian,
0.50% Native American • 53% speak English and 32% speak
Spanish • median income $10K - $100K (72% income source is
salary) • median age range 25 – 34
(80% attendance)
*Newark, NJ Population & Demographics - AreaVibes
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Celebrity Guest
KHALIL MAASI
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ASSET OVERVIEW
Mix and Match Assets with Custom Activation to Create ROI Sponsorship for Your Brand
PANELS / WORKSHOPS
Naming Rights, Exclusive Content,
Signage, Product Placement,
Sampling and more • compelling
panels and workshop comic fans
want to attend
CONSUMER SPENDING
REWARDS PROGRAM
Consumers rewarded on-site
with prizes for shopping with
sponsors and vendors.
The more you spend,
the bigger the prize!
PROGRAMMING
Naming Rights and more…
CELEBRITY APPEARANCE •
COSPLAY CONTEST & PHOTO
SHOOT • BLACK PANTHER
DANCE CHALLENGE
PRESS & PR
Print, radio, video, and TV
mentions • Stand Alone Press
Releases / Press Conference •
Cause Tie-In
EXCLUSIVE CONTENT
Have your exclusive content
displayed on our
live social media wall..
Text, Images, and Videos
DATABASE MKTG
MARKET RESEARCH
Run database-generating
activities on-site • Conduct focus
group on-site • Stand alone
email, text and social media
blasts (pre / post event)
SOUVENIR JOURNAL
feat. bios, articles, images, and redeemable coupons and specials…
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CONTACT
Schedule A Sponsorship Development Session Today
JACQUELINE TAYLOR-ADAMS
Marketing Manager
LINCOLN FARQHARSON
Executive Producer
(347) 766-3275
info@newarkculturecon.com
@newarkculturecon
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Data & Chart
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