This document discusses evaluating the PR strategy for an event called EcoFest. It will measure engagement on social media before, during and after the event to see if the messaging reached the right audiences. A survey will also be sent to exhibitors to get feedback on how to improve the event. A media monitoring service costing $5,300 per month will track coverage in newspapers, magazines, social media and websites to evaluate reputation. The strategy aims to promote the event while working within their limited budget.

2. EVALUATION

3. EVALUATION
As in every project there is the need to measure if
the strategy that was chosen was the adequate for
the goals that were settled. As it has been specified,
we have a PR strategy plan that was entered in the
use of social networks and this strategy must be
measured to verify if the message that was sent
was delivered to the right audiences and in the right
time. Therefore there will be used some tools that
will measure the behaviour of the Trending
Topics, interactions, follows and traffic to the
event page. Because of the model of the strategy
that has been designed, this measuring will be done
before, during and after the event. With the
variation in the statistics it will be possible to do
adjustments to the strategy if it is needed.
A media monitoring service will be used, in order
to evaluate the reputation and perception of the event
by the main publics. It has a cost of $5,300.00
monthly and it includes: newspapers, magazines,
social media and web pages.

4. Also, it is important to know what does the exhibitors think and would like to improve about the
event because they are the main component of it. That is why Las Páginas Verdes has designed
a survey that is sended to each one of the EcoFest participants. With this survey, we can
analyze if they agreed with the strategy to promote the event or if they have any
recommendations that could improve the use of media for the next edition. All of this surveys
must be filled with them having in mind the resources that Las Páginas Verdes has and having
clear that the main budget of the event is not centered in this area.

5. CONCLUSION

6. IT
CONCLUSION
The PR campaign is a great solution to the low marketing budget issues presented by Las
Páginas Verdes in the creation of the 2015 EcoFest, not only because of the low cost/
high reach of the social networks tools that are being used, but because of the
interactions that every strategy generates within the stakeholders.
The media plan is designed to attend the needs of every stakeholder, allowing Las Paginas
Verdes to engage each on them with its cause; for example, increasing government
participation in ecological and social responsibility which benefits both, reputation and
public images from EcoFest and Distrito Federal government department. It also will
increase the attendance number of the festival positioning the EcoFest brand as the
most influential sustainability festival of Mexico City.
The used of social media networks and platforms like Twitter and Facebook will keep
communication channels open to our targets even after the event, which will facilitate the
communication with the audiences for the next edition of the EcoFest.

7. RECOMMENDATIONS

8. RECOMMENDATIONS
The Social Media strategy that has been created by the PR team is set in an ideal scenario but in this kind of
event there could be some problems during the planning or even in the main event. That is why we have as a
recommendation the creation of a Crisis Media Plan. With this, the PR group and Las Páginas Verdes will be
able to work together and know what to do in specific cases. Below there are some ideas that have been developed
that may be useful for the event.
1. At first, we do recommend the creation of the Crisis Team
2. In case of a crisis in social media, we have developed a special plan and have elaborated a special system
to define a type of user who provoked the crisis and certain measures to deal with one particular
problem/user
3. In case of financial crisis we have worked on a special financial pyramid of stakeholders which will enable us
to solve the crisis situation as soon as possible
4. In case of crisis with the government support, we have also elaborated a special plan which will help us to
find a comprehensive approach to get the approval of SEDEMA and its secretary
5. All crisis situations will be dealt according to an specific master plan, which includes the creation of a crisis
team, mobilization, situation analysis, consequences analysis, response strategy and action plan