all about?

What is IT

“  

It is the most important

sustainability festival of

Latin America,

organized by

EcoFest 6th Edition

What FOR?

“In this festival for green purchasing, we bring together sustainable producers, brands that carry out activities of social and environmental

responsibility, personalities and diverse attractions offering an event that you can enjoy with your whole family.”

Hundreds of sustainable products and services ONE Place No Cost

Involves

Music

Green Workshops

Arts

Products

IN VOL VES

EcoFest2014

Big DATA

EcoFest 4th Edition

•  More than 10 million people reached through the media

•  150,000 attended the festival

•  250 entrepreneurs attended and 59% of them created working bonds

•  6,400 people participated in a workshop

•  The most important: 95% of the people would LOVE to attend the next edition

The OPPORTUNITY

Make stronger relations with the existing stakeholders

and find new ones.

STAKEHOLDERS

GOVERMENT  

Federal – Miguel A. Mancera SEDEMA

Delegación Cuauhtémoc

ENTERPRISES  

Sustainability/green enterprises Green entrepreneurs

Sponsors

GENERAL PUBLIC

Young people

Families EVERYONE

PROS

• Great opportunity for green enterprises to be known or make stronger their spot in the market

• General Public will have an

approach to this new lifestyle making this market bigger

• Networking between green

enterprises

• Have more and better opportunities and support from the government

CONS • Biased audience

The PROBLEM

Communicate the event with a really

low budget

The SOLUTION

A well structured PR campaign that mixes offline and online

communication strategies.

PROS • Spend money in logistics and

planning

• Win – win alliances. (I talk about your brand if you talk about the event)

• Government can support the event and disseminate it

CONS

• Traditional mass media is expensive

• With less channels of communication less audiences could be reached

PR TOOLS

1. What: Attendance at public events.

● How: We suggest, that in order to attract public attention and keep it engaged,

make public mentions in public events of the sector. This strategy is going to

reduce costs and is highly effective.

● Audience: Green entrepreneurs and general public.

2. What: Press releases.

● How: This information could be communicated in some regular radio

programs, newspapers or magazines. We limit ourselves to these media

because they are less expensive than TV but perceived equally reliable.

● Audience: Participant green entrepreneurs and general public.

PR TOOLS OFFLINE

5. What: Organic Lunch (Toño Esquinca)

● How: Send an organic lunch to a live radio program to talk about the

event.

● Audiences: Participating entrepreneurs, entrepreneurs, general public.

4. What: Academic institutions.

● How: Invite Academic Institutions such as TEC (IDS) to make them

strategic allies.

● Audiences: Students

PR TOOLS OFFLINE

1. What: Newsletters by mailing.

● How: Promote the event by sending newsletters with relevant information about

ECOFEST.

● Audiences: Government, sponsors and participating entrepreneurs.

2. What: Social media.

● How: a.  Facebook: Brief information about ECOFEST (What, Where, When, Who)

b.  Twitter: Brief information about the event and facts, but mainly used as a customer

service (fast and direct contact)

c.  Youtube: Video with bloggers

d.  Website: Detail information about ECOFEST and contact with all the audiences:

http://www.ecofest.com.mx

•  Audiences: Participant green entrepreneurs and general public. It could also reach

government and sponsors

PR TOOLS ONLINE

3. What: Video press conference.

● How: Broadcast a live video press conference with speakers.

● Audiences: Government, sponsors and participating entrepreneurs.

4. What: Send directory +postal + tweet.

● How: Send the green directory with a postal to PR’s asking them for a

tweet in return.

•  Audiences: General public

PR TOOLS ONLINE

PR STRATEGY

Timing

Media Before During After Mix of models of PR

Attendance to public events

Publicity and public information

Press releases Publicity and public information

Newsletters Public information and asymmetrical communication

Facebook Symmetrical communication

Twitter Symmetrical communication

Website Publicity, public information and symmetrical communication

Media Before During After Mix of models of PR

Video Press Conference

Publicity and public information

Video with Bloggers

Publicity and public information

Send directory +postal + tweet

Symmetrical communication

Reinforce VIP’s database

Asymmetrical communication

Send “green kit” to PR’s

Publicity and public information

Send Organic Lunch (Radio programs)

Publicity, public information and symmetrical communication