EcoFest is an annual festival in Mexico City that connects residents with green/eco-friendly products and services from over 150 vendors. The festival aims to both promote sustainable options and help consumers understand why it's important to relate to sustainability themes. It features markets for local green products, cultural activities, workshops on sustainability topics, and brings together institutional buyers, families, young people and VIPs interested in a greener lifestyle. The event is made possible through sponsorships and partnerships with organizations supporting green causes.

2. ¿What is it?
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ffiirreennddllyy..

3. ¿What is it?
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ppeerrssoonnaall EEXXPPEERRIIEENNCCIIEE..
Thanks to

4. Objectives
That behind every purchase exists a green criteria.
Support the creation of commercial aliances between
entrepeneurs.
Bringing the people of México, D.F. closer to the offer of green products and
services.
Create an experience of conciousness and care for the environment.

5. Areas
Sustainable Products and services | Local products market
150 Stands | 40 local products
Alimentos y bebidas orgánicos | Sistemas de
ahorro de agua | Artículos de limpieza para el
hogar | Muebles y decoración | Bolsas | Paneles
Solares y energías alternativas | Ropa y
accesorios | Juguetes | Pañales ecológicos |
Pañales ecológicos | Alternativas Femeninas |
Llantas | Papel Higiénico y servilletas | Artículos
de belleza.

6. Areas
Cultural activities | Yoga | Capoeira | Dance | Music
Make the
event REMARKABLE

7. Areas
Workshops and conferences | DIY | Savings | Decor | Habits
More than 50 workshops and 20 conferences, will help
to bring closer the sustainable consumption and the
care of the environment through the creation of daily
habits.

9. Participants
Institucional
buyers Families
Young people
that seeks for
a greener
life.
VIP

10. Sponsors | Allies
The EcoFest is only posible, thanks to the sponsors and allies involved with the
green cause, for us is really important to receive this support in order to make the
festival more trascendent and bigger each year.

12. ECOFEST 2014

13. ECOFEST IN IMAGES

17. EEXXCCHHAANNGGEE

18. YYOOUUNNGG AAUUDDIIEENNCCEE

20. PPEETT FFRRIIEENNDDLLYY

27. CCUULLTTUURREE

35. VVOOLLUUNNTTEEEERRSS

36. HHOOSSPPIITTAALLIITTIIEESS

39. Social Media Stategy and Launch

40. Strategy
SSoocciiaall MMeeddiiaa

41. TTwwiitttteerr PPrrooffiillee
@lpverdes

42. TTwwiitttteerr PPrrooffiillee
4 month strategy (3 before and during the event and 1 after it) -> 3K + followers
Central Social Network
•Target: Enterprises and general public
•Sales promotion and advertising dinamics (cupons y challenges)
•Links with other networks (pinterest, instagram, e-magazine)
•Hashtags creation
•Links with other followers and important accounts
250 retweets per week, 50favs every week, TT during EcoFest, impact one month after (+500
followers and 1000 retweets)
Strategy

43. INFLUENCERS
TABLE
Who we are going to address

44. INFLUENCERS
TABLE
Who we are going to address

45. TRADITIONAL
MEDIA
TABLE
Who we are going to address

46. TRADITIONAL
MEDIA
TABLE
Who we are going to address

47. TTwwiitttteerr PPrrooffiillee
Strategy
Month 1
Sustainability info
Awareness Ecofest
Month 2
Sustainability info
Awareness EcoFest
Activities info
Month 3
EcoFest activities
Guests and sponsors
Sales promotion dinamics
Month 4
Results information
Sustainability reminders

48. TTwwiitttteerr PPrrooffiillee
¿Quieres ganar cupones de descuento para este #EcoFest2014?
Revisa los tipos de #EcoFestero en e-lpverdes.com y cuéntanos
cuál eres.
@lpverdes: Nuestros amigos de @GenImpacto son del tipo #Ecofestero “ñoño” porque
les encanta emprender de una forma muy interesante. ¿Tú qué #EcoFestero eres?
@lpverdes: Compártenos por instagram @lpverdes una foto de cómo
eres #LoverDeLoVerde y gana un 2x1 con nuestros amigos de
@MoreMichMoyo para este #EcoFest2014
Sales promotion Dinamics

49. PPiinntteerreesstt PPrrooffiillee
EcoFest
Las páginas verdes

50. IInnssttaaggrraamm PPrrooffiillee
/lpverdes

51. EE--MMaaggaazziinnee
Las páginas verdes

52. Audience segmentation

53. Audiences and dimensions

54. Levels of audiences

55. Crisis Management

56. Creation of the Crisis Team
• The Crisis team will be a part of the communication area of Las páginas
verdes. This team will be in charge of any problem during the event. They will
be the main organization to give solution to any attack or insulting action.
• For ECOFEST 2014 the crisis team will be integrated by the team who will
give us solution to any negative issue
We have to look for the solutions with the specified people in the following
order:

57. CRISIS TEAM
DDIIRREECCCCIIÓÓNN
Rodrigo Villar
PRESIDENTE
Paulina Moreno
DIRECTORA GENERAL
Anabel Ortíz
DIRECTORA LATAM
MMEERRCCAA YY CCOOMMUUNNIICCAACCIIÓÓNN CCOOMMEERRCCIIAALLIIZZAACCIIÓÓNN
Begoña Ortiz
GERENTE DE MERCA
Cristina Guasch
COORDINADORA
DE MERCA
Milissa Barrena
GERENTE
CUENTAS CLAVE
Belén Pérez
GERENTE
ANUNCIANTES
Karen Cuevas
EJECUTIVA
ANUNCIANTES
Alejandra Andrade
EJECUTIVA
ANUNCIANTES
AADDMMIINNIISSTTRRAACCIIÓÓNN Paulina Espinosa
COORDINADORA DE ADMIN
Angélica Hernández
CONTABILIDAD

58. Situation & action
• Social network: During the event there will be exchange of information from the attendants
and no-attendants to the event. If we have a negative comment, before consulting the
crisis team we will set which type of user is sending the message. We have determined the
following ones: troll, intense, intense with medium authority, intense with high authority and
low intense user with influential contacts.

59. Types of users Action Plan (What to do?)
Trol: user who insults and bothers others wihout providing serious
arguments. Doesn’t try to find solutions
-You should show him that he is attended
-Direct attention
-If the ataque continues, he has to be banned
Intense: user who bothers providing certain arguments. The number of
his followers is not dangerous
-You should show him that he is attended and he also can be promoted to
deliver more accurate and organized arguments
-Direct attention
Low intense but connected to influential ones: user with few followers
but the one who uses the influence of others to enlarge the problem
-You should respond him publicly to show that he is attended
-Direct attention
- It’s important to follow the case
Intense with average authority: user with few followers but the one who
has a nice eye to the issue he deals with. He knows how to use social
networks and usually appear to be interactive
-You should immediately answer his comment
-You have to try to have a personal contact with him through the means
of DM, Mail or telephone after the problem is solved
-You have to try to make him rather offline than online user
Intense with great influence and authority: a user with a great
influence and authority in social networks. He has a certain reputation in
addressing one particular issue
-You have to give him immediate and special attention
-Personal contact
-You have to solve this problem offline in order to distract public
attention from this issue
-Make clear how the problem was solved in the media and what has
happened
- If there is a real mistake of the company he address, you have to
apologize publicly for it and try to sort it out

60. Situation & action
• Money Crisis: ECOFEST 2014 is an event with low budget that is why we look for sponsors
and strategic alliances. Even when everything is planned there can be some situations that
change the budget that has already been set. If there is a money crisis we will take
advantage of the pyramid-sponsor model of Las Páginas Verdes.
• We will start offering to go to “the next level” to the ones that are in the lowest area of
the pyramid- that will give us more money and they will see more advantage for their
brand from the event.

61. SPONSORS
TABLE

62. Situation & action
• Crisis with the Government(Invented situation): SEDEMA refuses to support the event and impedes its
holding. Secretary of SEDEM supposes that ECOFEST costs a lot and produces little effect.
1. We gather a crisis-committee to resolve this GR-issue
2. We send to the SEDEM and Secretary full program of the upcoming festival with all costs calculated,
all events and people involved
3. We conduct an evaluation of the ECOfest 2014 and its results and achievements, as far as costs and
participants
4. We write a letter to SEDEM and its Secretary assuring to run all the costs concerning media-content
support of the event, with the comprehensive plan of social-media tactics and other green investors
engaging
5. We write a letter to the head of Cuahutemoc Delegation with Ecofest full program and calculated costs,
asking for the permission to conduct a festival in the streets of this delegation
6. We send to the SEDEM Cuahutemoc Delegation head’s official permission
7. We conduct a meeting with the main stakeholders of the event and SEDEM representatives to ensure
them to give us a green light
8. We publish a report about our official meeting with SEDEM representatives in our e-magazine

63. Event
–Detection of a bad
event/ message /situation
Mobilize
–Create a crisis team for
any bad situation
–This team will be on
charge to decide what
strategy must be followed
and who will do it.
Situation analysis
– When we have any
negative situation we have
to determine who is
talikng? What is saying
and by which channel?
–Once we have
determined some facts we
talk to the crisis team and
decide what are we going
to do?
Consequences
–If we don’t give any
attention to the crisis
situations that may appear
before, during and after the
event the reputation of the
event
–Bad reputation can decrease
the number of sponsors. As a
low budget event, they are
the main support of it.
Response s trategy
–The main objective is to give
priority to those comments
and situation that can affect
our event and decrease the
popularity and reputation of
it.
–We have the rule to make it
“clear and satisfactory”. If we
follow this we can give the
right message and end the
problem having satisfied
people creating the idea that
ECOFEST is good in every
aspect (even in the bad ones).
Action
–Inmediate action is based on
giving the Crisis team the
right information to deliver a
solution
–Analize every aspect of the
case to give the best solution
for everybody.
–Short period of response but
with every detail well
analized.
–Follow up any crisis situation
after the resolution.
MaMMstaaessrt tPeerlra PPnllaann

64. Crisis
Contact the
crisis team
Collect all the
usefull info
Find
Begoña
Ortiz
Find
Cris
Guash
YES YES
Find the best
solution/strat
egy
Action
NO
NO
Flow Chart

65. THANK YOU