final submission uni work module 3 viral marketing

1. SINEAD BIDWELL
97109121
EDGM20313

2. SUMMARY OF EVENT
A 3-day festival that raises
awareness for different endangered
species from around the UK. Each
night would have a different theme
such as sea, land and air.
There would be live music as well as
as some craft stalls for children,
food and drink stalls, and little stalls
stalls to buy things from.
The event would take place in the
zoo itself by the café and play area
so the music would be slightly
further away from the animals to
not scare them.
Zoos are targeted mainly towards
children and there’s not much for
adults in terms of raising awareness
and educating them about
endangered wildlife.

3. ABOUT THE ORGANISATIONS
Shepreth Wildlife Park:
- Opened in 1984 for injured and
orphaned animals.
- Established the SWCC in 2011.
- Host several fundraising days
each year for conservation
projects.
- Has donated over £500,000 to
conservation charities.
Music Declares Emergency:
- Launched in 2019.
- Calls for urgent action on
climate change.
- Aims to make the music
industry greener.
- Has several campaigns including
‘Classical Declares’ to encourage
more people to get involved.

4. PROJECT BACKGROUND
Personally, I love going
to live events and want
to help protect wildlife
and the environment.
Live events won’t be
possible if we don’t
make changes now.
Music Declares
Emergency have
various campaigns
raising awareness
about our impact
and the music
industry’s impact on
the environment.
Shepreth works with
various charities and
individuals during their
event days.
MDE and Shepreth are
two organisations that I
support already so an
event between the two
would be something I’d
like to see.
The impact we are having on the
planet is a major concern for
companies and environmental issues
are beginning to be a bigger focus.
There are a lot of event days at zoos
that surround tigers, lemurs, red
pandas, etc. Currently, there are few
to no events focusing on UK
conservation.
As the music industry strives to
become greener, it’s important
that people see the impact it is
currently having on our wildlife.
The SWCC opened an onsite
hedgehog hospital which is a
start to UK conservation and
rehabilitation.

5. INITIAL IDEAS
New Animal?
- Give clues to the new animal
- A series of images
- Family focused?
- Image of animal - get kids to guess what it is
- What type of animal?
- Where is it on the IUCN list?
Event?
- Fundraising day?
- For one animal? Or multiple?
- What area?
- Which zoo?
- Duration?
- Charities?
- What category of the IUCN list?
- Collaboration with another charity?
MDE: Music Declares Emergency
Safe Gigs 4 Women
- MDE already have #nomusiconadeadplanet
- A collaboration with a zoo would expand their portfolio
- The event would have to be at the zoo.

6. THE PLANNING: GANTT CHART

7. COMPETITOR ANALYSIS

8. COMPETITOR ANALYSIS

9. Music
Declares
Emergency
Instagram

10. Music Declares Emergency Instagram

11. Shepreth Wildlife Park: Instagram

13. MARKETING PLAN:
Product/service: Tickets to the event, the event itself and merchandise for the event.
Place: The festival will take place at Shepreth Wildlife Park, Royston. The merchandise will only be available at the
event until the event is finished. If there are any items left, then they will be put in the shop at the zoo.
Promotion: Social media advertising will be the biggest form of promotion but there will also be leaflets at
Shepreth before the event. Instagram will be my chosen platform for promoting the event as it’s used most by both
organisations.
People: The marketing will be from both Shepreth and Music Declares Emergency, so it reaches a wider audience.
This does mean though that the marketing must suit the house styles of both organisations.
Process: Customers can buy tickets through Shepreth’s website, Music Declares Emergency’s Instagram or at
Shepreth zoo.
Event Prices Standard Prices
Adult: £20
Child: £18
Public Travel: £15
Local: £15
Adult: £13.50
Child: £11.50
Public Travel: £10
Local: n/a
The event tickets provide access to the event AND the zoo. Event
ticket holders will be stamped and can enter between 1 pm and
3:30 pm but can stay until 10 pm. Standard guests would have to
leave at 4 pm when the zoo closes. Guests travelling by public
transport would need valid proof of train/bus ticket to get the
discount.

14. MARKETING PLAN:
Further Promotion: Music Declares Emergency often reshare posts from other individuals so when it comes to content
creation, I can focus more on the house style of Shepreth. MDE are very minimal in the posts they do create, it’s mainly just
informative.
Content: The content needs to fit the house styles of the organisations however; it also needs to be suitable for my target
audience. Digital posters will include information on what, when, and where as well as images of animals to keep in line with
Shepreth’s branding. For Music Declares, it will be more colourful and informative with less imagery.
Customisation: I’d like my content to appear in people’s ‘suggested for you..’ and ‘you may like..’ to show that it is tailored for
them. If my campaign is successful, this should happen as it reaches my target audience.
Community: Through the two Instagram accounts, people will interact with the posts and build up excitement for the event.
Hopefully, there will be some crossover between those who follow Music Declares Emergency and Shepreth Wildlife Park.
Convenience: By marketing through social media, it’s quick to reach the consumer. Following that, buying tickets online is
efficient for the customer and they can purchase tickets in a few clicks.
Cost Reduction: Only E-tickets and print-at-home tickets will be offered. This cuts out any delivery fees and encourages
people to use the e-tickets and not waste paper.
Choice: There will be the option to pay with cash and card at the park. Online there will be the option of card and PayPal.

15. RISK
ASSESSMENT

16. BEST PHOTOS:

17. BEST PHOTOS:

18. TALKING TO A ZOOKEEPER – TERRI PAGE, 2022
Do you think there needs to be more emphasis on UK conservation?
“Yes!!! This is starting to happen with government/school programs. Start at the
grass root level with the children and they will get the message through to the
grown-ups.”
What do you think adults can do to be more involved in conservation?
“Simple things like volunteering to litter pick in their local area. Look at their own
gardens, can they be greener? Could they walk instead of drive? Buy a fizzy drink in
a can instead of a plastic bottle. Even the smallest of things can make a big
difference.”
Why do you think people essentially ignore the negative impacts they have on the planet?
“There are two reasons. Sometimes it seems a huge task to put the planet right and
we all have other things to worry about. The second is that buying the organic or
greener item can be expensive when you are shopping on a budget.”

19. TALKING TO A ZOOKEEPER – TERRI PAGE, 2022
Can we still save some of the UK’s endangered wildlife?
“We absolutely can! But we must help the whole environment
to save the biodiversity, not just one animal.”
What’s 1 easy way for people to help protect our wildlife if they
want to help but feel like they can’t?
“I think small steps. Change just one item in your shopping
basket. Pick up litter when you walk past it. Plant 1 plant. Little
steps from everyone can become giant steps.”

20. TALKING TO A MUSICIAN – LORNE BEHRMAN, 2022
Do you think the music industry is impacting the planet in a positive or negative way? Why?
“.. Is probably impacting the planet negatively. It’s an industry that mixes with the travel
and service industries, so it’s adding to that footprint.”
What can you do as a musician to reduce negative impacts whilst touring, etc?
“.. I would imagine using electric transportation vs gas would be a big thing, and
recycling/reusing as much as you can.”
How do you think venues can be more helpful in reducing negative impacts?
“Venues could be better by stocking recyclable cups and researching what it could
mean to go “green” or even partially green.”
What could fans do to improve their impact on the planet at shows?
“Fans could probably be better at cleaning up after themselves after shows and be
more mindful of recycling and reusing.”

21. THE OVERALL MESSAGE:
IF YOU HAD ONE MESSAGE TO THE YOUNGER GENERATIONS ABOUT LOOKING AFTER THE
WHAT WOULD YOU SAY?
“Look out your window
and do what you can. It
starts at home with the
little steps. Think about
your impacts on the
environment. Can you help
start to change the mind
of the grown-ups?” (Page,
questionnaire, 2022)
“Find a way to savor the
magic of live shows while
also acknowledging that
the planet is like a rented
commodity and they
should be mindful of its
welfare for future
generations.” (Behrman,
questionnaire, 2022)

22. TARGET AUDIENCE / USER PERSONAS:
The target audience is mainly 20+. Whilst the event is open to anyone over 13, the primary focus is on young adults aged 20 and above. I looked at
the type of consumer that is affected by environmental issues but also enjoys music. From this, I picked opposite consumers to see how I would need
to target each of them.
Demographics: 20+, any gender, any race, any income, any education level.
Psychographics: Likes animals, likes music, is planet conscious, wants to contribute to conservation work, and supports local artists.
Behavioural: Shops when money goes to charities, loyal to smaller musicians they support, tries to shop organic where possible.
Geographic: Primarily Cambridgeshire area, local, then places further out.

23. VISUALISATION
DIAGRAM

24. CONTENT EXAMPLES:

25. CONTENT EXAMPLES:

26. CONTENT EXAMPLES:

27. CONTENT EXAMPLES:

28. CONTENT EXAMPLES:

29. REFERENCES:
- Page, Terri (2022) Environmental Concerns [Questionnaire], 6 responses, email
- Behrman, Lorne (2022) Environmental Concerns [Questionnaire], 5 responses, email
- Shepreth Wildlife Park (2022) sheprethwpark Available at: https://www.instagram.com/sheprethwpark/?hl=en (Accessed: 10th October 2022)
- Music Declares Emergency UK (2022) musicdeclares Available at: https://www.instagram.com/musicdeclares/?hl=en-gb (Accessed: 10th October 2022)
- Music Declares Emergency (2022) @musicdeclares Available at: https://www.facebook.com/musicdeclares/ (Accessed: 10th October 2022)
- Shepreth Wildlife Park (2022) @sheprethwildlifepark Available at: https://en-gb.facebook.com/sheprethwildlifepark/ (Accessed: 10th December 2022)
- Shepreth Wildlife Park (2019) @sheprethwildlifepark Available at: https://www.youtube.com/@SheprethWildlifePark (Accessed: 10th October 2022)
- Music Declares Emergency (2022) @MusicDeclaresEmergency Available at: https://www.youtube.com/@MusicDeclaresEmergency (Accessed: 10th
October 2022)
- Banham Zoological Gardens (2022) Animal Experiences and Encounters Available at: https://www.zsea.org/banham/discover-explore/experiences
(Accessed: 11th October 2022)
- ZSL London Zoo (2022) Experiences at ZSL London Zoo Available at: https://www.zsl.org/zsl-london-zoo/experiences (Accessed: 11th October 2022)
- ‘Bali” (2020) Deadly 60, Series 4, Episode 2. BBC iPlayer, 24 February 2020.
- ‘Worlds of Wonder’ (2023) Frozen Planet II, Series 1, Episode 7. BBC iPlayer, 2 January 2023.
- OVO (2018) Brand Archetypes Available at: https://brandsbyovo.com/expertise/brand-archetypes/ (Accessed: 8th November 2022)
- Lchamberlain (no date) ‘How Demographic, Psychographic and Behavioural Marketing Inform Your Intent Marketing Strategy’, Yext, 18 June 2019
Available at: https://www.yext.co.uk/blog/2019/06/how-demographic-psychographic-and-behavioral-marketing-inform-your-intent-marketing-
strategy/ (Accessed: 20th November 2022)
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- https://www.rspb.org.uk/birds-and-wildlife/wildlife-guides/bird-a-z/kites-hawks-eagles/ (Accessed: 22nd November 2022)
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- https://www.woodlandtrust.org.uk/trees-woods-and-wildlife/animals/mammals/red-squirrel/ (Accessed: 24th November 2022)

30. REFERENCES:
- Oxford College of Marketing (no date) Understanding the 7P’s of The Marketing Mix. Available at:
https://blog.oxfordcollegeofmarketing.com/2020/10/08/understanding-the-7ps-of-the-marketing-
mix/#:~:text=It%20involves%20the%207Ps%3B%20Product,Booms%20%26%20Bitner%2C%201982). (Accessed: 10th November 2022)
- Hanlon, Annmarie (2016) Digital Marketing Models: 6Cs of online customer motivation Available at: https://www.smartinsights.com/marketing-
planning/marketing-models/digital-marketing-models-6cs-online-customer-motivation/ (Accessed: 15th November 2022)
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https://www.chiefmarketer.com/the-six-cs-of-social-influence-
marketing/#:~:text=NOTE%3A%20In%20his%20book%2C%20Join,context%2C%20customization%2C%20and%20conversation. (Accessed: 15th
November 2022)
- Longleat (2022) VIP Experiences Available at: https://www.longleat.co.uk/vip (Accessed: 11th October 2022)
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October 2022)
- https://sheprethwildlifepark.co.uk/ (Accessed: 10th October 2022)
- Shepreth Wildlife Park (2022) Shepreth Wildlife Park Shop Available at: https://sheprethwildlifepark.co.uk/shop/ (Accessed: 12th October 2022)
- Music Declares Emergency (2022) Shop Available at: https://www.musicdeclares.net/gb/shop (Accessed: 13th October 2022)
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