2015

all about?

What isIT

“

It is the most

important

sustainability festival

of Latin America,

organized by

EcoFe

st6thEdition

WhatFOR?

“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

GreenWorkshops

Arts

Products

INVOLVES

EcoFest2014

BigDATA

EcoFe

st4thEdition

• 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

TheOPPORTUNITY

Make stronger relations with the existing

stakeholders and find new ones.

STAKEHOLDERS

GOVERMENTFederal – Miguel A. Mancera

SEDEMADelegación Cuauhtémoc

ENTERPRISES

Sustainability/green enterprises

Green entrepreneursSponsors

GENERAL PUBLICYoung people

FamiliesEVERYONE

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

ThePROBLEM

Communicate the event with a

really low budget

TheSOLUTION

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

PRTOOLS

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

PRSTRATEGY

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