This virtual event plan is designed for a fictional brand called The Ikat Tale. The plan takes into account the PR and event objectives, theme, event overview, technicalities, promotion strategies, sponsors, partner charities, social media strategies and evaluation tools.

1. THE IKAT TALE: WEAVERS FOR MASKS COLLECTION

2. TABLE OF CONTENTS
SERIAL NO. TOPIC
1. INTRODUCTION
2. THE IKAT TALE
3. WEAVERS FOR MASKS COLLECTIOM
4. PR OBJECTIVE
5. EVENT OBJECTIVE
6. THEME
7. PRE-EVENT GIFTING & SEEDING
8. EVENT OVERVIEW
9. TECHNALITIES
10. PROMOTION
11. SCHEDULE
12. PARTNER CHARITIES
13. SPONSORS
14. TARGET SPEAKERS

3. TABLE OF CONTENTS
15. GUEST LIST – MEDIA
16. TARGET MEDIA LIST
17. GUEST LIST – INFLUENCERS
18. GUEST LIST – FOLLOWERS
19. SOCIAL MEDIA STRATEGY
20. BUDGET
21. EVALUATION TOOLS
22. BIBLIOGRAPHY
23. PHOTO CREDITS

4. INTRODUCTION
Brand Name – The Ikat Tale
Description of the brand – An Indian handloom apparel brand with specialization in Ikat textile
Event – Promotion of Weavers for Masks Collection
Description of the event – A paid virtual event to build awareness about the Weavers for Masks collection
Main Goal – To sell the complete collection and support the female artisans from Maniabandha village in Orissa, India
Support Measures – Use 100% the sale proceeds to sponsor women employed with the brand by helping them with
basic amenities
Partnership goal – To understand the best practices to help female artisans during COVID-19 as well as attempt to create
new opportunities for other women from the underprivileged communities with the earned event revenue
Sponsorship goal – To utilize cash sponsorship to collaborate with influential figures in the fashion industry who can
drive awareness about the brand, cause and the collection

5. THE IKAT TALE
The Ikat Tale is an Indian handloom
apparel brand that seamlessly blends
traditional Ikat print into contemporary
designs.
From long-flowy dresses, dungarees,
flared pants to bikini tops and crop
tops, the range of clothing is diverse. It
caters to the fashion requirements of
every woman with a minimalistic
aesthetic.
The earthy tones and relaxing
silhouettes are breezy and uplifting
work from home (WFH) wear.

6. WEAVERS FOR MASKS COLLECTION
The brand collaborates with local female
artisans from Maniabandha village in
Odisha, India. They use a mix of hand-
weaving techniques and simple
technology to create exquisite Ikat
textiles.
The pandemic has forced job insecurity
and financial instability upon them
besides a serious exposure to health
threats.
Weavers for Masks collection is an Ikat
masks range. The masks have 2 ply
protection, are washable and reusable.
100% of the sale proceeds will directly
be used to empower these women.

7. PR OBJECTIVE
• Make 70% of the stakeholders aware of
the identity of The Ikat Tale as a
caregiver brand. Grow its visibility on
social media by September 2020.
• Conduct an impactful event to grow
acceptance of the initiatives for social
responsibility. Encourage participation
from 60% of the key stakeholders by
July 2020.
• Strategically utilize 80% of leads
generated from event promotion
traffic. Use it to boost conversion into
high sales of the new collection by July
2020.

8. EVENT OBJECTIVE
• Use an interactive virtual form to
expose media and influencers to the
brand story and initiative to benefit
female artisans.
• Invite speakers who can further help
feature the event and the collection to
end consumers in print, online and
digital portals.
• Engage with Indian social media
influencers who have a huge fan base
and who people like to follow and
replicate their choices.

9. THEME
• The event is intended to inform the
attendees about who makes the brand.
It is a step towards helping the
community in the time of turmoil.
• The branding of the event poster, invites
and social media content will include
Ikat print as the background.
• The feel of the event will be very relaxed
and informative as the cloth itself
represents comfort.
• The dress code will be traditional or Ikat
printed attire.

10. PRE-EVENT SEEDING & GIFTING
• The Ikat masks from Weavers for Masks
collection will be provided to nurses,
doctors, volunteers and frontline workers
for free.
• The speakers, media and influencers will
also receive the masks.
• They will be encouraged to post
Instagram stories with #WeaversforMasks
hashtag to promote the brand and the
event on social media.

11. EVENT OVERVIEW
• The paid event will be live on Zoom. It will be
recorded and uploaded on the event page on the
brand’s website. The access will be password
protected.
• The ticket cost will be Rs300. The event revenue will
be provided to charities who will generate job
opportunities for female artisans.
• The event page will have the following information –
- Shop for masks
- Event registration
- Informative videos about local artisans’ community
- User-generated content on Instagram
- Charities
- Sponsorships
- FAQs about the collection
- Technical support

12. TECHNICALITIES
• The technical team will foresee any
technical issues and carry out a
rehearsal. Speakers and participants
will be required to check their
internet bandwidth, audio quality,
background filter, best lighting and
equipment. They will provide live
technical support to attendees on
Twitter.
• Inclusivity will be the focus during the
event. Speakers will be encouraged to
use clear language. Clear fonts, high
colour contrast, captions and visuals
will be used.

13. PROMOTION
• The event would be listed on event
marketing forums like Eventbrite,
Eventful, Allevents, Eventsi, and
Townscript.
• Email marketing services would be
utilized to invite customers to attend
and participate in the event.
• Reminders will be sent to the
registered attendees to save the date.

14. SCHEDULE
• 10:45 am - Arrival of guests
• 11:00 am - Introduction to The Ikat Tale: Weavers for Masks Collection by moderator Kusha Kapila
• 11:10 am - Video about the collection and the collaboration with charities and the sponsors
• 11:15 am - An interactive quiz about The Ikat Tale by Kusha Kapila
• 11:25 am - Keynote address by Payal Singhla, the founder of The Ikat Tale
• 11:35am - 11:50- BREAK
• 11:50 am - Rhea Kapoor, Anaita Shroff and Payal Singhla in conversation with Kusha Kapila
• 12:30 pm - Q&A with the guest speakers, moderated by Kusha Kapila
• 1pm- 1:15 - BREAK
• 1:15 pm - Vote of thanks by Payal Singhla
• 1:20 pm - Interactive poll for feedback and final thanks by Kusha Kapila
• 2 pm- 2:45 pm - Breakout room interaction of the speakers with the journalists

15. PARTNER CHARITIES
The Ikat Tale will partner with Nest and Azad. The
NGOs will advice on the best ways to help the female
artisans community. The event revenue will be
provided to them to initiate a future project to
employ more women from the villages.
• Nest (left) – is a non-profit organization founded in
2006. It connects artisans and companies in
fashion and home furnishings field. It oversees
training, business relationships and provides
equipment like computers or looms.
• Azad (right) – is an incorporated charitable trust
and a professional feminist organization. They are
committed to aiding women from underprivileged
backgrounds enjoy full citizenship and earn with
dignity and generate wealth and value.

16. SPONSORS
The brand will seek sponsorship in order to carry out a
major promotional event. The reason why the following
have been shortlisted is because of their strong presence
in the fashion industry.
• The Ministry of Textiles – is an Indian government
national agency that heads the formulation of policy,
planning, development, export promotion and
regulation of the textile industry in India.
• FDCI – The Fashion Design Council of India (FDCI) is a
non-profit independent association of fashion
designers. It promotes the business of fashion in India.
• NIFT – National Institute of Fashion Technology (NIFT) is
the most influential public institute of fashion design,
management and technology education in India.

17. TARGET SPEAKERS
The brand wants to collaborate with individuals who are
forces to be reckoned with. Their support can be a huge
business investment.
• Anaita Shroff Adajania (left) – is the Fashion Director for
Vogue India magazine. She is a well known Bollywood
stylist who has dressed most of the big names in the
industry.
• Rhea Kapoor (top right) – is an Indian film producer,
fashion stylist and owner of the fashion line Rheason.
Along with her sister, Bollywood actress Sonam Kapoor, she
is given the credit of revolutionizing Indian fashion.
• Kusha Kapila (below right) – She is a content creator and
events host known for making funny and relatable videos.
With 1.1 Million followers on Instagram, she is
undoubtedly one of the biggest names in the influencer
industry.

18. GUEST LIST - MEDIA
• Event coverage is an essential part of conducting a
brand awareness event. Lifestyle media houses and
national dailies will be invited.
• The key message for coverage will be
- 100% of the sale proceeds will be used to benefit
women who employed with The Ikat Tale
- The sale revenues will be donated to charities who
will help generate job opportunities for local female
artisans
• The target media list comprises a variety of
magazines, newspapers, tv channels, radio stations
and new age media portals.
• They can be pitched stories on angles like how local
brands are dealing with COVID-19, the impact on
handloom industry or virtual fashion events.

19. TARGET MEDIA LIST
MAGAZINES NEWSPAPERS TV RADIO NEW AGE MEDIA
• Vogue
• Elle
• Harper’s Bazaar
• Bride’s Today
• Verve
• Cosmopolitan
• L’Official
• Femina
• Hello!
• Outlook Splurge
• IT Spice
• CondeNast Traveller
• Architectural Digest
• Travel & Leisure
• Times Outlook
Traveller
• India Today
• The Tribune
• The Morning Standard
• The Hindu
• Delhi Age
• Delhi Times
• The Pioneer
• The Indian Express
• The Statesman
• Patriot
• HT City
• Millennium Post
• Mail Today
• Business Standard
• The Hindu
• Business Line
• Economic Times
• IANS
• Financial Express
• HT Mint
• Sunday Guardian
• The Sunday Express
Magazine
• HT Brunch
• Times of India
• TV -CNBC TV18
• Zee Business
• NewsX
• News 18
• Condenast
• Times Now
Exclusive
• CNN News18
• Zee Business
• Times Network
• Ishq 104.8 FM
• Fever 104 FM
• Red FM 93.5
• Big FM 92.7
• Radio FM 94.3
• Radio City 91.1
• All India Radio/ Air FM Rainbow
102.6
• Radio Nasha 107.2
• Air FM Gold 106.4
• Miss Malini
• Scoopwoop
• iDiva
• Popxo
• The Quint
• Hauterfly
• Buzzfeed

20. GUEST LIST - INFLUENCERS
• Collaborating with influencers is a
good way to attract the target
audience towards the brand and get
them to attend the event.
• Before the event, a select few
influencers can do an Instagram
takeover and show the versatility of
the masks. They can highlight the
journey of Weavers for Masks
collection and share event details.
• Two to three big influencers will be
paid to be a part of the event. Micro
and nano influencers will also be
invited.

21. GUEST LIST - FOLLOWERS
• The ideal event attendee/ customer
persona is someone interested in
fashion, handloom industry and
minimalistic aesthetic.
• Students from the sponsor National
Institute of Fashion Technology (NIFT)
will be given an invitation to attend
the event. They can also volunteer
and ask the speakers any questions
during the event.
• The brand’s customers and followers
of the influencers and speakers will
constitute our key target audience for
this specific event.

22. SOCIAL MEDIA STRATEGY
• Use a mix of the following social media
strategies to attract the segmented
audience to attend the event –
- Instagram and Facebook ads
- Influencer takeover on Instagram to
speak about the collection
- Event countdown on Instagram stories
- Facebook event with all the registration
details and link to the event page
- Live QnA during breaks
- Reposting and retweeting event-related
content
- Quick technical support on Twitter

23. BUDGET
Task Approximate cost (INR)
Seeding 10,000
Event Host 60,000
Celebrity 2,00,000
Influencer Collaboration 30,000
Technical Team 30,000
Miscellaneous 10,000
Total 3,40,000

24. EVALUATION TOOLS
• Platforms like Hootsuite, Google Analytics and
Brand Watch will be used to listen to and monitor
conversations on social media. They can also be
utilized to measure engagement, exposure,
impressions, mentions and so on.
• The following event success KPIs will be taken into
account-
- Registration and Attendance
- Attendee Satisfaction Survey
- Net Promoter Score (NPS)
- Number of Active Community Members
- Activity during the session
- Live Polling Response Rate
- Social Media Analytics
- Engagement on partners’ pages
- Sponsorship satisfaction
- New customers acquired
- Qualified sales
• Platforms like Hootsuite, Google Analytics and Brand
Watch will be used to listen to and monitor
conversations on social media. They can also be
utilized to measure engagement, exposure,
impressions, mentions and so on.
• The following event success KPIs will be taken into
account-
- Registration and Attendance
- Attendee Satisfaction Survey
- Net Promoter Score (NPS)
- Number of Active Community Members
- Activity during the session
- Live Polling Response Rate
- Social Media Analytics
- Engagement on partners’ pages
- Sponsorship satisfaction
- Gross Revenue
- Qualified sales

25. BIBLIOGRAPHY
1. Anita's Journal. (2018, October 09). Retrieved June 09, 2020, from
https://www.anitadongre.com/blog/blog/2018/10/09/innately-ikat/
2. (n.d.). Retrieved June 09, 2020, from
https://www.instagram.com/theikatstory/tagged/?hl=en
3. Artisans: Ikat Weavers. (n.d.). Retrieved June 09, 2020, from
https://maiwa.com/pages/ikat-weaving
4. Ross, C. (2015, August 28). All You Need To Know About Ikat Weaving. Retrieved
June 09, 2020, from https://www.the-sustainable-fashion-
collective.com/2015/08/28/need-know-ikat-weaving
5. Project, B. (2019, April 08). 5 Organizations Fighting for Women's Empowerment in
India. Retrieved June 09, 2020, from https://borgenproject.org/5-organizations-
fighting-for-womens-empowerment-in-india/
6. Staff, B. (n.d.). 20+ Important KPIs for Measuring Event Success. Retrieved June 09,
2020, from https://blog.bizzabo.com/20-kpis-to-measure-event-success

26. PHOTO CREDITS
1. Picture 1 and 18- https://www.elliefunday.com/products/the-spreadlove-fabric-face-mask-adult-ikat-collection
2. Picture 2 - https://www.facebook.com/theikatstory/photos/a.2159068724415800/2159071011082238/?type=3&theater
3. Picture 3 - https://in.apparelresources.com/business-news/retail/anita-dongre-starts-manufacturing-protective-masks-
free-distribution-24-women-volunteers/
4. Picture 4 - https://www.instagram.com/p/B41TQTIhsE3/
5. Picture 5 - https://www.popsugar.com/fashion/photo-gallery/47445862/image/47446115/Littlefour-Handmade-Ikat-Cloth-
Face-Mask
6. Picture 6 - https://www.facebook.com/theikatstory/photos/a.2159068724415800/2159071011082238/?type=3&theater
7. https://www.the-sustainable-fashion-collective.com/2015/08/28/need-know-ikat-weaving
8. Picture 7 - https://www.facebook.com/theikatstory/photos/a.2159068724415800/2159071011082238/?type=3&theater
9. Picture 8 - https://unsplash.com/@rosebox?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText
10. Picture 9 - https://unsplash.com/s/photos/zoom
11. Picture 10 -
https://unsplash.com/@glenncarstenspeters?utm_source=unsplash&utm_medium=referral&utm_content=creditCopyText
12. Picture 11 - https://unsplash.com/photos/smgTvepind4

27. THANK YOU
+1 (647) 540 1471 SARORA87@MYSENECA.CA
Simran Arora