First step of the communication strategies for EcoFest2015

1. What is IT
all about?

2. EcoFest
“
It is the most important
sustainability festival of
Latin America,
organized by
6th Edition

3. What FOR?

4. Hundreds of sustainable
products and services ONE Place No Cost
“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.”

5. Involves
Music
Arts
IN
VOL
VES
Workshops Green
Products

6. BigD ATA
EcoFest2014

7. EcoFest
4th Edition
• 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

8. The
OPPORTUNITY

9. Make stronger relations with the existing stakeholders
and find new ones.

10. STAKEHOLDERS
GOVERMENT
Federal – Miguel A. Mancera
SEDEMA
Delegación Cuauhtémoc
ENTERPRISES
Sustainability/green enterprises
Green entrepreneurs
Sponsors
GENERAL
PUBLIC
Young people
Families
EVERYONE

11. 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

12. The PROBLEM

13. Communicate the event with a really
low budget

14. The SOLUTION

15. A well structured PR campaign that
mixes offline and online
communication strategies.

16. 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

17. PRT OOLS

18. PR TOOLS OFFLINE
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.

19. 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

20. PR TOOLS ONLINE
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

21. 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

22. PR STRATEGY
Timing

23. Media Before During After Mix of models of PR
Attendance to
Publicity and public
public events
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

24. Media Before During After Mix of models of PR
Video Press
Publicity and public
Conference
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