Media Plan for North East Festival

Venue: IGNCA, New DelhiDate: 8th & 9th November, 2013

Why is this event?

• NEIim survey revealed:– 87% of surveyed people can’t name all the states of

North East India– 93% of the respondents wish to know more about

the region– 52% of the respondents have negative perception

about the region– 56.3% said the necessity for special awareness

campaign to educate people in rest of the country

• Key finding: Media professionals, sentinels of information to society, remain largely ignorant

• Action Point: Initiate the process of perception building in rest of India

Event Objectives

Bridging perception gap•Through display of cultural vibrancy & diversity •Initiate the discussion on NER•Promote the philosophy of unity in diversity•Showcasing nation builders from the region

Promote NER as tourism destination

Exhibit the rich hospitality &

friendliness of the people of NER

Sustain the dialogue with

further initiatives

Key MessagesA region with great cultural diversity, vibrancy and unity

A region with rich potential for growth in service sector, tourism sector

A region with a healthy food style relished by foodies

A region of friendly people, heartwarming hospitality

Identity

Name

• North East Festival

Philosophy

• Eight identities with their cultural vibrancy celebrate the colours of life

Catch line

• Celebrate Eight Colours of India

Logo

PR Verticals

Media Engageme

nt

Non Media Campaigns

Marketing Communic

ation

Social Media

Evangelism

Target Media

National Media Regional Media International Media

Print Media

Wire

media

Electroni

c med

ia

Digital media

Social media

PR Process

Promotion of the Festival

Interviews, authored articles by North East

Festival

Announcement of the initiative

Positive stories, Articles on NER

Stage I: PR Smoke

•From within the advisory board•From the local media in NER•From the NGO network in NER

Build a story bank from NER

•Good mix of all media columns•Maximum utilisation of a story•Strategic timing of releasing a story•Ensures visibility of NE stories for next three months•Build up is paced up towards the festival•Biggest stories will come up fortnight ahead of event

Strategy for

stories

Stage II: Announcement

•Date to be confirmed•Launch of the brand ambassadors•Launch of the website•Press release dissemination across media universe

Press Conference to announce the event

•Facebook page launch•Twitter handle for real time update•Creation of a blog linked to the website•Bloggers conference

Launch of the Social media initiative

Stage III: Engagement

One on one media engagements with• Brand

ambassadors of the festival• M C Mary

Kom• Baichung

Bhutia• Papon

Authored articles on NE,

with a line about the

festival, by eminent

personalities from NER on

national dailies

- Translated versions for

regional newspapers- Initiate talk

shows on leading

narional news channels

Promote these news clips

across social media

Stage IV: Promotion of Event

Marketing Communication

Marketing Communication Mix

Advertising•Print advertisement•Two in English dailies•Two in Hindi dailies•Billboard•Collaborate with DMRC•Two billboard through DONER

Personal selling•Messengers of event•Personal engagement with key groups•Road shows•On road Contests •Buying space in Delhi autos/ DTC buses

Direct marketing•Brochures•Posters•Email blast•SMS blast•Merchandise

Radio•4 Weeks radio campaign•Brand ambassadors sound bytes•RJ mentions•On air contests•Radio jingles

DIGITAL MEDIA

Launch of website•Official website of the Event•Synchronies all social media platforms with the website

Launch of Facebook page•Minimum status updates on a regular basis•Ad spend for 15 days for initial traction•Build up the momentum through interactive topics on NER•Online contests on the page on NER

Launch of official blog•Official blog to be linked with the website•Posts by guest, advisory board members, distinguished journalists on NER topics

Launch of other social media platforms•Once an initial traction is achieved, google hangout will be initiated with different icons of NER involved with the event•Continuous feed through twitter handle with hashtags created for this event

Non Media Campaign

Let’s think it over a cup of tea!

Coffee!!!

Badge campaign

Merchandise campaign•Design Festival T Shirts for volunteers

•Distribution to right people for greater noise

Street drama

Mock fashion walks in Metro, Cyber city, CP,

GIP

Guerilla chit chats

Surprise invitation by

event volunteers at DMRC, DTC

Activities by volunteers in

RWAs for social cooperation

North East India Image Managers (NEIim)

Voluntary non profit apolitical media group

Originated in facebook; active since 2011

Objective to bridge the perception gap

Group strength at 1547 members

Event partners as co-host ex officio capacity as media advisory organisation responsible for driving the publicity for the event

Achievements

•Armstrong Pame’s initiative of People’s road•Bloopers in IGNOU, SBI, yatra.com etc.•Statistical & rational representation of the perception gap •Media campaign against Manipur road blockade •Associated media support in many NE events like Bihu, sports festival in Manipur, Tokhu Emong festival in Delhi•CNN IBN started North East blog on their website •Corretion in factual information in Manorama Year book•Tribute event to Dr bhupen hazarika

The group

highlighted the

following issues in

the media:

Celebrate Eight Colours of India!