Event Organization for Digital Platform BCN Bible by Almudena Solano Robledo

ALMUDENA SOLANO

BCN BIBLE SECRET PARTY

BA Fashion marketing & communication Level 5, 2019- 2020 Module title: 5FAMK005C Communication Techniques and Strategy 2 CWK3 Mariana Rumayor Word count: (3774)

Photo by @labyrinthofcollages

⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀

CONTENTS

1. I N T R O D U C T I O N : B C N

B I B L E

2. O B J E C T I V E S

3. S T R A T E G Y

4. E V E N T : C O N C E P T

5. T Y P E

O F

E V E N T

6. T E C H N I C A L

A S P E C T S

7. C A L E N D A R

Photo by @labyrinthofcollages

CONTENTS

8. S U P P L I E R S

B R I E F

9. A C T I V I T I E S

T I M E

C H A R T

10. C O M M U N I C A T I O N

11. B U D G E T

12. A N A L Y S I S

13. C O N C L U S I O N

14. R E F E R E N C E S

Photo by @labyrinthofcollages

P L A N

INTRODUCTION:

Photo by @labyrinthofcollages

1. BCN BIBLE BCN Bible is a space where art, cinema, fashion, music and food come as one. It connects with

creative

minds

and

trend

seekers

who

want

discover

Barcelona.

BCN

Bible

composed of three different platforms: an Instagram account, an app and a website. The app is the most important one since it connects the online world with the real world. Its main focus is to connect people who share the same interests that perhaps they did not know they

enjoyed.

Therefore,

BCNBIBLE

displays

several

plans

for

tourists

and

locals

experience Barcelona to the fullest. Some of these plans include Picnic at the beach, Pre drinks at Spitchupitos, Volleyball on a Sunday afternoon, Hiking in Tibidabo and more. Besides, each time a user creates an event, a QR code will be generated which later will be scanned by the attendees in order to gain points and later obtain discounts and special offers from different companies. The use of gamification, enables users to enjoy the app at its fullest by encouraging them to keep gaining points and therefore, attend more plans.

As for the other two platforms, they are mainly used to connect with

potential

companies. used

app

users

Instagram

generate

interviews,

and also

content

inspiration,

like food

recommendations and more. Its main

objective

community seeking

people

discover

create who more

are in

Barcelona. BCNBIBLE website is B2B designed, where companies can contact us for sponsorships in

the

will

app.

These

provide

sponsorships

the

previously

mentioned discounts and special offers

for

app

users.

This

will

develop a constant environment of giving and receiving in which BCNBIBLE acts as a middleman.

2. OBJECTIVES BCNBible is a community-based platform

that

seeks

for

people

who want to connect with others through plans and meetings. In order

create

Instagram

will

platform

community,

the

main

connect

with

potential users with the help of influencers, paid advertising and earned media. Also, an annual event

will

organized

increase engagement with users.

One

BCNBible's

main

objectives is to facilitate tourists and

locals

the

knowledge

access

and

underground

places that only a few know. To meet this objective, research has been conducted with locals and fashion

magazines

generate

list

in of

order

potential

places for the app. These places include

restaurants,

bars,

best

picture spots, clubs, arcades and events

such

theatre,

auto

outdoor

cinema,

movie fashion

shows and more.

discovered

research

that

other

was

similar

platforms focus mainly on older audiences, giving a feeling of a lack

creativity,

youthfulness with

and

connection

younger

Therefore, created

freshness,

audience.

BCNBible for

the

was younger

audiences that seek new types of

entertainment

which

also

includes our annual secret party.

Photo by @labyrinthofcollages

3. STRATEGY

achieve

the

previously

mentioned objectives, BCNBible is aiming

organize

Secret

party

Annual

(explained

deeper

further ahead). This party will be utilized for 3 different strategies.

1. Attract new App users through the

promotion

BCNBible

inside the party utilizing posters, staff giving cards out and QR codes to unlock discounts as a user. 2.

Brand

positioning

through

social media and attendees. An influencer each

will

party,

specific

thus

party. later

invited

will

every

These used

platforms

Also, be

hired

moment pictures

for

portraying

image.

photographer capture

social

and

a a to

the

will

media

marketing

activities. 3.

Brand

image

reinforcement

through

social

media

posts

about the party. These posts will include party

pictures and

attendees.

taken

reposts

in of

the the

EVENT:

Photo by @labyrinthofcollages

4. CONCEPT BCNBible's Annual Secret Party is a mix of trash core, chill and glam style.

Slogan: "A secret party never killed nobody" Master mood board:

BCNBIBLE ANNUAL SECRET PARTY KEYWORDS: Colorful, neon, x-ray, vintage photography, glitter, hologram, projections MATERIAL: metal, smooth, paper (print) COLORS: transparency, neon, gold, silver, copper, metallic

Message:

Announce the launch of the platform in Barcelona and reach the desired target

audience by engaging with them through the event.

Target audience: Men and women, 18- 28 years old. Creative, fashion lovers, underground, grunge, love to discover new•music, doesn’t follow trends.

Source: Bob Sdrunk

Story of the event: The first edition of the BCNBible Annual Secret Party in which participants must reach a certain level in the app to receive clues as for when, where and who is going to this event. This

information

will

only

released

the

app,

however,

the

event

itself

will

communicated throughout social media without sharing any details until the event is over. This gamification dynamic encourages users to attend and create plans to level up and receive

exclusive

clues

for

the

secret

event.

Finally,

hour

before

the

event,

the

information will be publicly released. However, there will be a limited capacity which means that app users will receive preference in terms of knowing first all the necessary details for the secret party.

Decoration mood board:

Source: Pinterest

BCNBIBLE ANNUAL SECRET PARTY KEYWORDS: Colorful, neon, glitter, hologram, projections MATERIAL: metal, iridescent holographic mirrored paper COLORS: transparency, neon, gold, silver, copper, metallic, hologram

5. TYPE OF EVENT Source: Pinterest

The

desired

aspect

for

BCNBible's Secret Party will be a general

event

experience,

tech

event and cocktail social event.

Event

experience:

All

the

attendees will be submerged in a holographic world full of music and

different

installations

such

as metallic backdrops made of iridescent paper,

holographic to

mirrored

create

full Source: Pinterest

experience for everybody.

Tech event: several

installations

holographic walls,

The event will have

floors

such

projections and

doors,

as the

neon

figure lights and laser lights.

Cocktail Social event:

The

main format of the event. It will include cocktail style transparent tables and chairs lounge areas, finger snacks and an open bar. Source: Pinterest

Source: Pinterest

6. TECHNICAL ASPECTS Source: Google maps

Venue: Golden Shisha Lounge It has a capacity for 100 guests, it is located in Barcelona, it has lounges included and the option

for

cocktail

tables,

has

dance

floor, light and sound systems and two lounge areas. This Venue is available for the event on June 2021 from

€500.

Source: Golden Shisha Lounge

6. TECHNICAL ASPECTS Source: Pinterest

Source: Pinterest

Decoration: Mainly,

the

iridescent

decoration

holographic

will

mirrored

projections

consist paper

walls,

floor

of and and

doors. Also,

for

installation

the will

main be

entrance,

created

entire

CABISUAR,

which is a company that creates any type of infrastructure. To complement the concept, photo backdrops will be placed to generate content for social media.

6. TECHNICAL ASPECTS Source: PANTONE

Design of the space: Colors

from

the

following

color

palette will be prominent. Textures such as smoothness and holographic paper will be found. Also, the lighting will be adjusted with every mood of music playing at the moment as well as the laser lights. As for the design of furniture, the same

lounge

sets

provided

from

the venue will be utilized as they are white and will be a highlight for the event. The type of music played will be a mix of genres between reggaeton, tech house and electronic music. Source: Pinterest

Source: Pinterest

6. TECHNICAL ASPECTS Distribution plan: P

P H

O R D

K C

B O T O H P ENTRANCE STRUCTURE

FOOD

BAR

C K

D R

6. TECHNICAL ASPECTS Full staff/supplier list to hire:

Full staff/supplier list provided by venue:

Security

Technician

Lighting specialist

Cleaners

Manufacturer

Tech supplier

Decorator

Drink supplier

Cleaners

Furniture

Transportation

Lighting

Cameramen

Waiters

Catering

Bartender

Graphic designer Furniture supplier Tech supplier Drink supplier

For this event, it was decided to hire staff that still the venue is providing us with because it will be easier to manage each staff team by ourselves instead of having a middleman; in this case the venue. Also, it was decided to keep the venue's DJ, since the music list will be ours. As for the rest of the staff to hire, a more detailed brief

directed

the

"Tech

team"

can

Suppliers Brief.

Source: Pinterest

found

section

7. CALENDAR Day of the event: Due to the current situation we are living in, BCNBible team has decided to postpone this event even further until things calm down and are back to normal. Also, we want to take into account the recommendations from authorities such as, not having crowds of people inside an establishment. We want to make sure that this event is safe for everybody, therefore we have limited the capacity of the

party

100

people

only.

This

will

also

create

feeling

exclusivity

amongst those lucky guests who got in through the app.

AUGUST 2021

Secret party

We have established the day of the event on August the 27th because no other big events are being held that weekend and also people are getting tired of their summer routines. This is an opportunity we cannot miss. School starts in September and is perfect for our word of mouth strategy which consists of letting people recommend us to others, therefore attracting new users in a more organic way.

MAY 2021

Contact Contact venue

Book venue

for budget

Meeting with

CABISUAR

Meeting with

CABISUAR

for a budget

CABISUAR

designers

Look for

Meeting

Generate

Confirm

Meeting with

for graphic

with graphic

designs for

prototype with

CABISUAR

designers

designer

projections

CABISUAR

designers

Review

Contact

Review

Meeting

Generate

influencers

with graphic

communication

profiles

agencies

profiles

designer

ideas

Meeting

Look for

Meeting

Calculate

Look for

with decorator

furniture

with furniture

current budget

a decorator

for budget

supplier

JUNE 2021

Meeting with

Meeting

CABISUAR

Meeting

communication

with graphic

Calculate

designers

with decorator

team

designer

current budget

Meeting with

Meeting

lighting

Look for

lighting specialist

with tech team

Calculate

specialist

a tech team

for budget

current budget

Look for

Meeting with

CABISUAR

graphic designers

Meeting

communication

Meeting with Calculate

designers

and tech team

with decorator

team

current budget

Meeting with lightning

Meeting with

Look for

Meeting with

Calculate

specialist

decorator

catering company

current budget

Meeting with

Look for

communication

drink

Meeting with

team

supplier

tech team

JULY 2021

Look for

Calculate current

security team

budget

Meeting with

lightning

CABISUAR

Meeting with venue

Calculate current

specialist

designers

administratives

budget

Look for

Meeting with

Look for

cleanning

cleaning

Video and

Meeting

Meeting with

team

Photo companies

with cameramen

influencers agency

Meeting with

Catering

Meeting with

tech team

Calculate current

drink supplier

menu tasting

CABISUAR

at the venue

budget

Meeting with

Meeting

Meeting with

communication

Calculate current

decorator

with technicians

security team

team

budget

Meeting with

AUGUST 2021

Meeting

Meeting with

Release party

with communication

graphic

influencers

Calculate current

teaser

team

designer

agency

budget

Reveal

Meeting

Meeting with

lightning

Calculate current

influencers

with CABISUAR

decorator

specialist

budget

Meeting with

with furniture

Meeting with

communication

Meeting with

drink supplier

supplier

decorator

team

CABISUAR

Meeting

CABISUAR

Meeting with

with security

structure

venue

team

set up

Meeting with

Meeting

CABISUAR structure clean up

Meeting with

CABISUAR Secret party Party set up

structure clean up

8. SUPPLIERS BRIEF After a deep analysis, it was discovered that the technology team is the key asset for this event. Since, the entire event experience is based on lights, projections and lasers, it is fundamental

brief

exclusively

the

tech

team.

This team is composed by lighting specialist, CABISUAR (manufacturer for the big entrance Source: Pinterest

which

also

graphic

includes

designer

the and

use

tech

led

lights),

(projectors)

supplier.

EVENT DIRECTOR

CABISUAR

GRAPHIC DESIGNER

LIGHTING SPECIALIST

TECH SUPPLIER

VENUE ADMIN.

8. SUPPLIERS BRIEF

"TECH TEAM BRIEF" The main objective for this event is to produce highest

everything quality

time

possible.

with

this

the is

secret party, none of what is discussed about it can or should be mentioned to anybody except for the team. Our ultimate goals are: Transform

the

venue

into

experience for the guests. Create spaces in which they will be able to take pictures. Create an experience that guests will

not

resist

create

social

media. Our

vision

space

never

seen

different

before,

where

people can have extreme fun. Tasks to complete: Create visuals that can be placed on walls, floors, ceilings and doors using a projector. Find the right projectors. (Needs to have intensity, be small enough to hide

and

the

ability

work

for

structure.

(It

several hours at once) Build

requires

entrance to

materials

have

and

have

great an

quality

excellent

outcome as it is the centrepiece of the event) Find the right laser light machines. (Same requirements as projectors) Transform the venue with the use of lights

create

environments.

moods

and

9. ACTIVITIES TIME CHART For easier communication and work fluidity, a Gantt chart was created for the week of the event.

here,

each

supplier

and

staff

members

will

able

organize

themselves

according to the necessities and timings of the event itself. EVENT DAY

MON

TASKS

TUES

WED

THUR

FRI

SAT

SUN

Decoration set up

CABISUAR set up

Projectors set up

Furniture set up

Receive food and drinks

Staff capacitation

Event clean up

CABISUAR clean up

Also, a time table for the day of the event was created to maximize time when setting all the final touches up.

ACTIVITIES

HOURS