This document provides a marketing plan for a Christmas musical event in Vilnius, Lithuania presented by the International Youth Foundation. The plan includes a situation analysis, objectives, target audience analysis, communication strategy, messaging and creative ideas, action plan, budget, and approach for evaluating results. The event is a Christmas musical starring Korean students from Finland that will take place on December 2nd at the Didzioji Aula venue near the Geology faculty. The key objectives are to build awareness of the foundation, foster appreciation for international art, and increase attendance at future events. The primary target audience is Lithuanian families with children aged 30-50.

2. A collaboration between 2

3. SITUATION ANALYSIS
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1.

4. ➢ Free
➢ Season of celebration and event attending
➢ International - Lithuania, Korea, Finland and the nations of all of
our attendees
➢ Physical location
4Strengths

5. ➢ Specific interest groups
➢ Lack of interest in Christmas shows by people from other
religious backgrounds
➢ Amateur event
➢ Challenging location to access
5Weaknesses

6. ➢ IYF has chance to reach more viewers, make contacts to create
a branch in Vilnius
➢ New event in Vilnius, possibility of it becoming an annual event
➢ Partnership between IYF, VU
6Opportunities

7. ➢ Many other events at Christmas time
➢ Low attendance
➢ Final weeks of semester for students
7Threats

8. CAMPAIGN OBJECTIVES
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2.

9. ➢ Christmas musical event, presented by the International Youth
Foundation (IYF) based in Finland
➢ Saturday, December 2nd at 6:00pm
9Type of campaign

10. Long-term objectives: building awareness
➢ Create an ongoing cooperation between the International
Youth Foundation, VU Culture Centre, and VU
Communication Faculty
➢ Create an appreciation for international performances
➢ Increase openness towards other cultures in Vilnius
10

11. Long-term objectives: changing attitudes 11
➢ Foster an appreciation for international, amateur art

12. Long-term objectives: influencing behaviour 12
➢ Increase attendance for regular, ongoing events hosted
through the VU Culture Centre or IYF

13. Short-term objectives 13
➢ Registration for 800 tickets on Eventbrite
➢ Full attendance at the event
➢ Celebration of the holiday season

14. Measuring results 14
➢ Survey after the event
➢ Attendance numbers
➢ Engagement on Facebook event page
➢ Registration for tickets on Eventbrite

15. TARGET AUDIENCE
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3.

16. 16

17. Main target group: Lithuanian families 17
➢ Demographic: 30-50 years, male and female, family, kids still in
the house, average income, university graduates, any ethnicity,
Christian
➢ Geographic: Located in Vilnius or the surrounding communities
➢ Psychographic: Interested in art, open-minded, family and
community oriented, global-minded
➢ Behavior: Open to new cultures
➢ Media Consumption: Internet-based social media, following
the outlets of our partners of the institutions

18. 18

19. Secondary target group: international students 19
➢ Demographic: 18-25 years, no family of their own, university
student, no personal income
➢ Geographic: Currently located in Old Town of Vilnius
➢ Psychographic: Interested in art, new cultures
➢ Behaviour: Frequents coffee shops, university library, not loyal
to established brands or events
➢ Media Consumption: Social Media (Twitter, Facebook, Pinterest,
Youtube), online media, flyers

20. COMMUNICATION STRATEGY
20
4.

21. Strategy description 21
➢ Increase awareness and inform people about the
December 2nd event
➢ Create lasting cooperation between International Youth
Fellowship and VU departments
➢ Invest in a global perspective

22. Attitudes and behaviour of the target group 22
➢ Open to new experiences
➢ Out-going
➢ Interested in foreign cultures, diversity
➢ Polite and respectful
➢ Educated
➢ Social media users

23. Competition analysis 23
➢ Christmas concerts, dances, shows
➢ Popular celebrities and performers visiting Vilnius
in November and December
➢ Christmas market

24. Direct competitors
➢ 15th Annual Christmas Charity Bazaar
➢ Christmas market at Cathedral Square
➢ Vilnius Latin Culture Event
➢ Winter Wonderland
➢ By The Rhythm of the Heart
➢ Christmas Jazz
➢ Cozy Winter Evening with Jazz Duet
➢ Ancient Russian Romances
24

25. Communication strategy
➢ Facebook
➢ Word of mouth
➢ Eventbrite
➢ Vilnius-events.lt
➢ Brochures/posters in strategic locations
➢ Emphasize uniqueness and international aspect
➢ Promote that it’s free and fun for the whole family
➢ Outline benefits for VU representatives
25

26. Competitive edge
➢ New twist on an existing story
➢ Unique location
➢ International advantage – South Korea, Finland, Lithuania
26

27. COMMUNICATION MESSAGE &
CREATIVE IDEAS
27
5.

28. ➢ Organization
International Youth Foundation was established as a worldwide
youth organization and international NGO based on Christian
mindset in 2001, to raise leaders with a global insight through
youth education, activities, and provide realistic solutions to
problems in the global village.
➢ Event
Christmas Musical initiated by and starring Korean students in
Finland that are part of the International Youth Fellowship. The
event takes place on the 2nd of December in Vilnius, in the
Didzioji Aula near the Geology faculty.
28

29. ➢ Target group
Lithuanian or expat middle class families with children
➢ Whats does the target group have to do?
Attend the event, invite friends and family, register online for
tickets
➢ What does the target group have to think?
That it will be an interesting show/concept, to the extent that
they think it‘s worth inviting others
29

30. ➢ Message
Make your Christmas a little more international this year
➢ Tone of voice
Cozy, warm, friendly, relatable, welcoming
➢ Facts
The show is unique due to the location, international aspect, the
free entrance and it will be a great way to get into the
Christmas spirit.
➢ Media channels
Flyers, Facebook, Posters, Eventbrite, word-of-mouth
30

31. Media channel integration 31
➢ Facebook and Eventbrite
link to each other
➢ Posters, Brochures, Vilnius-events
directing people to Facebook, Eventbrite
➢ Word of Mouth

32. While Christmas is the most magical time of the year, the events
surrounding the celebration can get a little repetitive. This winter,
the International Youth Fellowship invites you to experience a new
twist on the holiday season. Come join us on December 2nd, 18:00 at
Didzioji Aula and witness a Christmas Miracle – in the form of a
musical produced by Korean students from Finland. Rest assured
that the unique concept of the show, the warm and friendly
international environment and the charming location will leave you
and your family members’ hearts filled with joy and ready for the
festivities.
The entrance is free of charge.
We hope to see you there!

33. Main visual and story 33
The spirit of Christmas unites people and brings about a
change of heart

34. Description of the main character 34
Anna was a mischievous and selfish child who knew nothing about
the love of her father and the value of family. The miracle that took
place in her life enabled her to feel the love and realize the value of
those around her.

35. Headline, slogan, body text 35
Christmas Miracle Musical in Lithuania
Make this Christmas a little more international
Our volunteers from around the world will fill the stage with warmth and joy! Christmas is
the season of gifts and we will bring the gift of happiness through our musical to Vilnius –
at no charge.
This musical tour in Europe started last year and it was a huge success; touching the
hearts of thousands of people and bringing a change of heart. We are looking forward to
the same miracle happening this year!
Please join us for the celebration on the 2nd of December at 19:00.

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48. ACTION PLAN
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6.

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50. BUDGET
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7.

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55. Cost Distribution
55
Project Planning
Copywriting
Design
Subcontractors
PVM

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8.
RESULTS & EFFECTIVENESS

57. ““Interesting performances, great energy and just so fun to watch”
“The atmosphere, performances
and the whole crew was just adorable.”
“Good mood, great appearance, warm show,
hope it will come back to Vilnius next year”
57

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62. Who attended? 62
38families
with an estimated
average of
2children
152
= 400 38%or

63. 63
34.4%survey sent to
303registered emails
Completion rate

64. Survey participants 64
average age
25.1with a range from
14 - 47years

65. 65How did you find out about the event?

66. 66If you registered for tickets, did you register:
partner/spouse

67. 67Overall how would you rate the event?

68. 68
How likely are you to attend the Christmas Miracle Musical
or a similar event again in the future?

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73. #aBigThankYou