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2015
all about?
What isIT
“
It is the most
important
sustainability festival
of Latin America,
organized by
EcoFe
st6thEdition
WhatFOR?
“In this festival for green purchasing, we bring together sustainable producers, brands that carry out activities of social and
environmental responsibility, personalities and diverse attractions offering an event that you can enjoy with your whole family.”
Hundreds of sustainable
products and services
ONE Place No Cost
Involves
Music
GreenWorkshops
Arts
Products
INVOLVES
EcoFest2014
BigDATA
EcoFe
st4thEdition
• More than 10 million people reached through the media
• 150,000 attended the festival
• 250 entrepreneurs attended and 59% of them created working bonds
• 6,400 people participated in a workshop
• The most important: 95% of the people would LOVE to attend the
next edition
TheOPPORTUNITY
Make stronger relations with the existing
stakeholders and find new ones.
STAKEHOLDERS
GOVERMENTFederal – Miguel A. Mancera
SEDEMADelegación Cuauhtémoc
ENTERPRISES
Sustainability/green enterprises
Green entrepreneursSponsors
GENERAL PUBLICYoung people
FamiliesEVERYONE
PROS•Great opportunity for green
enterprises to be known or make stronger their spot in the market
•General Public will have an approach to this new lifestyle making this market bigger
•Networking between green enterprises
•Have more and better opportunities and support from the government
CONS•Biased audience
ThePROBLEM
Communicate the event with a
really low budget
TheSOLUTION
A well structured PR campaign that mixes offline and online communication strategies.
PROS•Spend money in logistics and planning
•Win – win alliances. (I talk about your brand if you talk about the event)
•Government can support the event and disseminate it
CONS•Traditional mass media is expensive
•With less channels of communication less audiences could be reached
PRTOOLS
1. What: Attendance at public events.
●How: We suggest, that in order to attract public attention and keep it
engaged, make public mentions in public events of the sector. This
strategy is going to reduce costs and is highly effective.
●Audience: Green entrepreneurs and general public.
2. What: Press releases.
●How: This information could be communicated in some regular radio
programs, newspapers or magazines. We limit ourselves to these media
because they are less expensive than TV but perceived equally reliable.
●Audience: Participant green entrepreneurs and general public.
PR
TOOLS
OFFLINE
5. What: Organic Lunch (Toño Esquinca)
●How: Send an organic lunch to a live radio program to talk
about the event.
●Audiences: Participating entrepreneurs, entrepreneurs,
general public.
4. What: Academic institutions.
●How: Invite Academic Institutions such as TEC (IDS) to make
them strategic allies.
●Audiences: Students
PR
TOOLS
OFFLINE
1. What: Newsletters by mailing.
● How: Promote the event by sending newsletters with relevant information about
ECOFEST.
● Audiences: Government, sponsors and participating entrepreneurs.
2. What: Social media.
● How:
a. Facebook: Brief information about ECOFEST (What, Where, When, Who)
b. Twitter: Brief information about the event and facts, but mainly used as a
customer service (fast and direct contact)
c. Youtube: Video with bloggers
d. Website: Detail information about ECOFEST and contact with all the audiences:
http://www.ecofest.com.mx
• Audiences: Participant green entrepreneurs and general public. It could also
reach government and sponsors
PR
TOOLS
ONLINE
3. What: Video press conference.
●How: Broadcast a live video press conference with speakers.
●Audiences: Government, sponsors and participating
entrepreneurs.
4. What: Send directory +postal + tweet.
●How: Send the green directory with a postal to PR’s asking them
for a tweet in return.
• Audiences: General public
PR
TOOLS
ONLINE
PRSTRATEGY
Timing
Media Before
During
After Mix of models of PR
Attendance to public events
Publicity and public information
Press releases Publicity and public information
Newsletters Public information and asymmetrical communication
Facebook Symmetrical communication
Twitter Symmetrical communication
Website Publicity, public information and symmetrical communication
Media Before
During
After Mix of models of PR
Video Press Conference
Publicity and public information
Video with Bloggers
Publicity and public information
Send directory +postal + tweet
Symmetrical communication
Reinforce VIP’s database
Asymmetrical communication
Send “green kit” to PR’s
Publicity and public information
Send Organic Lunch (Radio programs)
Publicity, public information and symmetrical communication