EVALUATION

As in every project there is the need to

measure if the strategy that was chosen was

the adequate for the goals that were settled.

As it has been specified, we have a PR strategy

plan that was entered in the use of social

networks and this strategy must be measured

to verify if the message that was sent was

delivered to the right audiences and in the

right time. Therefore there will be used some

tools that will measure the behaviour of

the Trending Topics, interactions, follows

and traffic to the event page. Because of

the model of the strategy that has been

designed, this measuring will be done before,

during and after the event. With the

variation in the statistics it will be possible to

do adjustments to the strategy if it is needed.

A media monitoring service will be used,

in order to evaluate the reputation and

perception of the event by the main publics. It

has a cost of $5,300.00 monthly and it

includes: newspapers, magazines, social media

and web pages.

EVALUATION

Also, it is important to know what does the exhibitors think and would like to improve

about the event because they are the main component of it. That is why Las Páginas

Verdes has designed a survey that is sended to each one of the EcoFest participants.

With this survey, we can analyze if they agreed with the strategy to promote the

event or if they have any recommendations that could improve the use of media

for the next edition. All of this surveys must be filled with them having in mind the

resources that Las Páginas Verdes has and having clear that the main budget of the

event is not centered in this area.

CONCLUSION

IT

CONCLUSIONThe PR campaign is a great solution to the low marketing budget issues

presented by Las Páginas Verdes in the creation of the 2015 EcoFest, not only

because of the low cost/ high reach of the social networks tools that are

being used, but because of the interactions that every strategy generates

within the stakeholders.

The media plan is designed to attend the needs of every stakeholder, allowing

Las Paginas Verdes to engage each on them with its cause; for example,

increasing government participation in ecological and social responsibility

which benefits both, reputation and public images from EcoFest and

Distrito Federal government department. It also will increase the attendance

number of the festival positioning the EcoFest brand as the most influential

sustainability festival of Mexico City.

The used of social media networks and platforms like Twitter and Facebook will

keep communication channels open to our targets even after the event,

which will facilitate the communication with the audiences for the next edition

of the EcoFest.

RECOMMENDATIONS

The Social Media strategy that has been created by the PR team is set in an ideal scenario but in

this kind of event there could be some problems during the planning or even in the main event. That

is why we have as a recommendation the creation of a Crisis Media Plan. With this, the PR

group and Las Páginas Verdes will be able to work together and know what to do in specific cases.

Below there are some ideas that have been developed that may be useful for the event.

1. At first, we do recommend the creation of the Crisis Team

2. In case of a crisis in social media, we have developed a special plan and have elaborated a

special system to define a type of user who provoked the crisis and certain measures to deal

with one particular problem/user

3. In case of financial crisis we have worked on a special financial pyramid of stakeholders which

will enable us to solve the crisis situation as soon as possible

4. In case of crisis with the government support, we have also elaborated a special plan which

will help us to find a comprehensive approach to get the approval of SEDEMA and its secretary

5. All crisis situations will be dealt according to an specific master plan, which includes the

creation of a crisis team, mobilization, situation analysis, consequences analysis, response

strategy and action plan

RECOMMENDATIONS