Eco fest 2nd Partial

¿What is it?

The The ECOLOGIC PRINT ECOLOGIC PRINT left by an average consumer, in the conditions left by an average consumer, in the conditions that Mexican middle class lives, is a lot more bigger than what our that Mexican middle class lives, is a lot more bigger than what our planet can handle. The sustainable consumption, aims to planet can handle. The sustainable consumption, aims to DIMINISH DIMINISH the the environmental impact, result of our daily activities, making our environmental impact, result of our daily activities, making our existance in the existance in the PLANETPLANET more firendly. more firendly.

¿What is it?

EcoFestEcoFest is a is a FESTIVALFESTIVAL for the for the GREEN CONSUMPTION, GREEN CONSUMPTION, that has the that has the objective of connecting the inhabitants of objective of connecting the inhabitants of MÉXICO, D.F.MÉXICO, D.F. with the offer of with the offer of ECOFRIENDLY ECOFRIENDLY products. The festival not only promotes the acquisition products. The festival not only promotes the acquisition of of GREEN PRODUCTS AND SERVICES, GREEN PRODUCTS AND SERVICES, it also makes it easier for the it also makes it easier for the CONSUMER CONSUMER to understand why is it important to relate himself with the to understand why is it important to relate himself with the sustainability theme, and participate actively with it, having itsustainability theme, and participate actively with it, having it’’s own s own personal personal EXPERIENCIE.EXPERIENCIE.

Thanks to

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.

Areas

Cultural activities | Yoga | Capoeira | Dance | Music

Make the event

REMARKABLE

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.

Participants

Institucional buyers Families

Young people that seeks for

a greener life.

VIP

Sponsors | AlliesThe 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.

ECOFEST 2014

ECOFEST IN IMAGES

EXCHANGEEXCHANGE

YOUNG AUDIENCEYOUNG AUDIENCE

PET FRIENDLYPET FRIENDLY

CULTURECULTURE

VOLUNTEERSVOLUNTEERS

HOSPITALITIESHOSPITALITIES

Social Media Stategy and Launch

Strategy

Social Social MediaMedia

Twitter ProfileTwitter Profile

@lpverdes

Twitter ProfileTwitter Profile4 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

Who we are going to address

INFLUENCERS TABLE

Who we are going to address

TRADITIONAL MEDIATABLE

Twitter ProfileTwitter ProfileMonth 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

Strategy

Twitter ProfileTwitter Profile

@lpverdes: Nuestros amigos de @GenImpacto son del tipo #Ecofestero “ñoño” porque les encanta emprender de una forma muy interesante. ¿Tú qué #EcoFestero eres?

¿Quieres ganar cupones de descuento para este #EcoFest2014? Revisa los tipos de #EcoFestero en e-lpverdes.com y cuéntanos cuál 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

Pinterest ProfilePinterest Profile

EcoFest

Las páginas verdes

Instagram ProfileInstagram Profile

/lpverdes

E-MagazineE-Magazine

Las páginas verdes

http://alejandra.pulido91.wix.com/lpverdes

Audience segmentation

Audiences and dimensions

Levels of audiences

Crisis Management

• 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:

Creation of the Crisis Team

CRISIS TEAMDIRECCIÓNDIRECCIÓN

Rodrigo VillarPRESIDENTE

Paulina MorenoDIRECTORA GENERAL

Anabel OrtízDIRECTORA LATAM

MERCA Y COMUNICACIÓNMERCA Y COMUNICACIÓN COMERCIALIZACIÓNCOMERCIALIZACIÓN

Begoña OrtizGERENTE DE MERCA

Cristina GuaschCOORDINADORA

DE MERCA

Milissa BarrenaGERENTE

CUENTAS CLAVE

Belén PérezGERENTE

ANUNCIANTES

Karen CuevasEJECUTIVA

ANUNCIANTES

Alejandra AndradeEJECUTIVA

ANUNCIANTES

ADMINISTRACIÓNADMINISTRACIÓN Paulina EspinosaCOORDINADORA DE ADMIN

Angélica HernándezCONTABILIDAD

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.

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

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.

SPONSORS TABLE

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 participants4. 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

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.

Event

–Detection of a bad event/ message /situation

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 strategy

–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.

Master PlanMaster PlanMaster Plan

Crisis

Collect all the usefull info

FindBegoña

Ortiz

FindCris

Guash

Find the best solution/strat

egy

Action

YESYES

NONO

Contact the crisis team

Flow Chart

THANK YOU

Eco fest 2nd Partial

Education

Transcript of Eco fest 2nd Partial