Poet in the city presentation

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Poet in the city presentation

  1. 1. POETRY & WINE Poet in the City Communication Plan for Poetry & Wine 2013 Anne Solenne Ogée Andrea González Christopher Stanley Mathias Gaucher 30.11.2012
  2. 2. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City PESTELANALYSIS Economic factors Financial crisis - Less able to donate money to charity. Preference for affordable personal pleasures. Technological factors Use of online and social media for direct bidirectional communication Saturation: too much information and marketing messages Social consciousness is a rising value (Smith 2011)Social factors
  3. 3. Situation Goals Target Message Campaign Budget Measurement Poet in the City SWOTANALYSIS • Connections with celebrities • Experience in the charity event's organization • Porspect data from previous events • Charity purpose • Venue to organize the event • Wine provided at no cost for the organization • £25 ticket for a wine tasting (moderate price) STRENGTHS • Specific target (narrow) for the charity • Different key theme for this particular event: wine instead of poetrySpecific target (narrow) for the event • £25 ticket: might be perceived as too cheap • High number of tickets to sell: 300 • Bonds with corporations: might be perceived as a corporate and not a charity event. WEAKNESSES • Numerous connections between wine and poems • Wine tasting appeals to more people than Poetry • Develop “brand” awareness • Absence of charities combining wine- poetry • Wine tasting usually really expensive OPPORTUNITIES • Numerous wine wine-tasting events in London • Numerous charity events in London THREATS POETRY & WINE
  4. 4. Situation Goals Target Message Campaign Budget Measurement COMPETITION:WINETASTINGEVENTS NAME DURATION PRICE VALUE POETRY AND WINE One evening £25 16 - 20 fine French wines Wine Unearthed One day workshop £89 wine tasting plus 3 course meal London Wine Academy One evening £120 wine tasting plus one course Vinopolis 15 minutes £27 7 wines West London Wine School One evening £22.5 6 wines plus food Roberson Wine Horizontal Tasting One evening £80 High quality wines Roberson Wine Christmas Tasting One evening £20 50 wines POETRY & WINE Poet in the City
  5. 5. Situation Goals Target Message Campaign Budget Measurement EVENTCHARACTERISTICS Poetry and Wine 2011 Poetry and wine 2013 • September • 82 tickets sold • £26 • 6 panel prestige invitations • Communication though its blog and social media • 36 Chilean wines and Chilean poetry • March • 300 tickets scheduled to be sold • £25 •Venue : Clifford Chance (30th floor) • Event partner : the Wine Society • 16-20 French wines and French poetry • Official taster : Ewan Murray •Actor : Simon Callow POETRY & WINE Poet in the City
  6. 6. Situation Goals Target Message Campaign Budget Measurement EVENT GOALS COMPANY GOALS •Inform: to inform people about the event •Attract and collect: sell the 300 tickets at 25 each to raise money •Increase poetry and brand awareness •Reach new audiences •Create sustainable partnerships for the future •Develop private philantropy •Program live poetry events with leading venues and creative partners. •Work with festivals and universities to promote poetry amongst new audiences (under-25s) •Champion innovative aspects of poetry • Raise money for educational work SHORTTERMLONGTERM POETRY & WINE Poet in the City
  7. 7. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City Poetry and Wine primary target THE WINE LOVERS Poetry and Wine secondary target THE POETRY FRIENDS Geographic London%and%proximity London%and%proximity Demographic Men%and%women +%30%years%old High%income Educated Qualified%Professionals Men%and%women% +%25%years%old Educated Students%and%qualified%professionals Psycographic: Attitudes / opinions Wine%lovers%or%interested%in%wine%and%learning% more%about%it Social%lifestyle Interested%in%poetry%and%supporHng%the% charity Usage May%have%aIended%other%wine%tasHng%events% before. They%have%never%aIended%Poet%in%the%city% events%before Have%aIended%other%Poet%in%the%City%events% before Are%currently%friends%of%the%Charity
  8. 8. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City WINE Good opportunity to taste and learn more about fine French wine By attending a wine tasting event you are helping raise money for a good cause: promote poetry POETRY Poetry gives a twist to the event, as poetry and wine complement each other:‘wine is bottled poetry’ R.L. Stevenson CHARITY 1.Wine lovers 2. Poetry friends 1. Poetry friends 2.Wine lovers Added value for both
  9. 9. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City Wherever there is love and passion POETRY AND WINE are not far behind
  10. 10. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City How to communicate with them? WINE LOVERS •No existing links with the charity •Need to create awareness about the event •Give information •Focus on persuasion: emotional appeal •Action: ticket purchase HIERARCHY OF EFFECTS MODEL (Colley 1961) Awareness Comprehension Conviction Action
  11. 11. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City How to communicate with them? POETRY FRIENDS •Already know the organization •Existing connection with the charity •Cognitive information •Rational appeal: benefits for the charity COGNITIVE INFORMATION MODELS: TORA Belief Attitude Behavioural intention Behaviour
  12. 12. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City Mid- December January February March 19 of March WINE LOVERS POETRY FRIENDS Public performances Card flyers Social Media Bloggers 6 panel leaflet street and wine bar distribution POETRY&WINEEVENT Email invitation Online booking + confirmation/thank you email Cognitive - Online Awareness - Physical Comprehension + conviction - Online Comprehension + conviction - Physical Action
  13. 13. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City WINE LOVERS Performances + Cards Social Media Bloggers Leaflet EVENT Email invitation Online booking + confirmation/thank you email POETRY FRIENDS
  14. 14. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City WINE LOVERS Performances + Cards Social Media Bloggers Leaflet EVENT Email invitation Online booking + confirmation/thank you email POETRY FRIENDS Thursday 10 St Paul’s Cathedral Friday 11 Borough Market Saturday 12 Covent Garden Sunday 13 Primrose Hill 4 volunteers: 2 actors + 2 handing the cards ‘Spontaneous’ representation of an argument between two men using fragments from Rimbaud andVerlaine’s letters
  15. 15. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City WINE LOVERS Performances + Cards Social Media Bloggers Leaflet EVENT Email invitation Online booking + confirmation/thank you email POETRY FRIENDS 19.03.2013 Wherever there is love and passion... Do you want to know why they are arguing? www.facebook.com/poetinthecity | www.poetinthecity.co.uk
  16. 16. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City WINE LOVERS Performances + Cards Social Media Bloggers Leaflet EVENT Email invitation Online booking + confirmation/thank you email POETRY FRIENDS Wine bars Gordon’s wine bar Terroirs wine bar Wine shops Nicolas Majestic Cannary Wharf Clifford Chance Building Lobby
  17. 17. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City WINE LOVERS Performances + Cards Social Media Bloggers Leaflet EVENT Email invitation Online booking + confirmation/thank you email POETRY FRIENDS
  18. 18. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City WINE LOVERS Performances + Cards Social Media Bloggers Leaflet EVENT Email invitation Online booking + confirmation/thank you email POETRY FRIENDS
  19. 19. Situation Goals Target Message Campaign Budget Measurement POETRY & WINE Poet in the City 500 Flyer Cards £49.99 500 6-panel leaflets £79.99 Volunteers’ travel expenses £80 TOTAL CAMPAIGN £209.98
  20. 20. Situation Goals Target Message Campaign Budget Measurement Poet in the City POETRY & WINE Short-term goal Have we sold the 300 tickets? Long-term goals Have we made any new Friends or received donations from the people attending the event? Have we created a solid partnership with Clifford Chance?
  21. 21. POETRY & WINE Thank you for your attention! Anne Solenne Ogée Andrea González Christopher Stanley Mathias Gaucher 30.11.2012
  22. 22. POETRY & WINE References 30.11.2012 Smith, P.R. & Zook, Z. (2011) Marketing Communications: Integrating Offline and Online with Social Media. 5th Edition. London: Kogan Page Publishers. Rimbaud,A (2009). RImbaud: oeuvres complètes. Paris: Gallimard. 1101. Verlaine, P (1938). Verlaine: oeuvres poétiques complètes. Paris: Gallimard. 1547. De Pelmasker, P, Geuens, M andVan den Bergh J (2007). Marketing Communications a European Perspective. 3rd ed. Edinburg: FT Prentice Hall. 610 Facebook (2012). Poet in the City,Available from: <https://www.facebook.com/poetinthecity?fref=ts> [Accessed: 27 November 2012] Gordon’s Wine Bar (2012). Gordon’sWine Bar,Available from: <http://www.gordonswinebar.com/default.php> [Accessed: 27 November 2012] London Wine Academy Limited (2012). WineWorkshops and EveningWine Courses,Available from: <http:// www.londonwineacademy.com/> [Accessed: 27 November 2012] Poet in the City (2012). Poet InThe City.Available at: http://www.poetinthecity.co.uk/ [Accessed: 17 November 2012]. Roberson (2012). The ChristmasWalkaboutTasting:TheWorld ofWine, a RobersonWineTasting,Available from: <http:// www.robersonwine.com/tastings/081350> [Accessed: 27 November 2012] Roberson (2012). The Horizontal, a RobersonWineTasting,Available from: <http://www.robersonwine.com/tastings/1010119> [Accessed: 27 November 2012] Terroirs Wine Bar & Restaurant (2012). TerroirsWine Bar & Restaurant,Available from: <http://www.terroirswinebar.com/> [Accessed: 28 November 2012] Vinopolis (2012). VinoplisTaste Experience,Available from: <http://vinopolis.co.uk/whats-on/> [Accessed: 27 November 2012] Wine School Franchises Ltd (2012). West LondonWine,Available from: <http://www.westlondonwineschool.com/> [Accessed: 27 November 2012] Wine Unearthed (2012). WineTasting Experience Days London & UKWide,Available from: <http://www.wineunearthed.co.uk/ index.html> [Accessed: 27 November 2012] Clifford Chance (2012) Clifford Chance London, Available from: <http://www.cliffordchance.com/about_us/find_people_and_offices/ offices/london.html> [Accessed: 27 November 2012]

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