DESIGNER

Alex Class

PROFILE/DESCRIPTION

San Francisco Comic Con (SFCC)

SFCC is hosted once a year in Moscone center over a long weekend (Thursday to Sunday). Every year it draws upwards of 200,000 visitors who pay for tickets to the convention, hotel rooms, food, and merchandise, making up the large majority of the profits. Other income for the convention comes from advertising and rental of booth space to retailers, publishers, and artists.

The main people the convention's advertising and branding try to reach are convention-goers, i.e. young adults or families of teens (and, to a lesser extent, the aging population of “old-fashioned” comic lovers), with disposable income. Additionally, the branding should attract the “draws” of the convention: artists, retailers, panelists, celebrities, and musicians.

The convention differentiates itself mostly by location – right in between San Diego and Seattle, the hosts of the two major West Coast comic-cons, San Diego CC and Emerald City CC. However, its proximity to the headquarters of many tech companies offer opportunities for sponsorships and tie-ins. The cherry on top are the many comic/animation/anime companies located in San Francisco, including manga publisher Viz Media, animation studio Pixar, and anime streaming service Crunchyroll.

GOALS

Brand Advantages
- Convenient location
- Legitimate local attractions
- Large international / overseas draw
- Temporary time frame
- New-to-the-industry sheen

Brand Attributes
- Hip
- Modern
- Streamlined
- Legitimate
- Attractive
- Popular
- Nerdy

Brand Experience
- Inclusive
- Communal
- Engaging
- Pretty
- Whimsical
- Discovery
- Exotic
- Rewarding
- Witty