NATURALI GREEN FESTIVAL ‘CREATE A SUSTAINABLE FUTURE’ - EVENT PROPOSAL
CONTENTS
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MISSION STATEMENT
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EXECUTIVE SUMMARY
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SITUATIONAL ANALYSIS
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AUDIENCE PROFILE
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MISSION & VALUES
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COMPETITORS
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STRATEGIC ANALYSIS
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MEDIA AND EVENT
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EVENTS
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SPONSORSHIP
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PROMOTION
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CONCLUSION
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Mission Statement
Naturali Green is a platform providing education to choose a sustainable fashion and lifestyle, in order to raise public awareness in choice of lifestyle.
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Through different collaboration of sustainable, art and culture companies, innovation and creativity, we aim to provide every visitors with a unique unforgettable experience in our beautiful nature of British environment. 7
Executive Summary The report has shown the launch party event and four days events for Naturali Green Festival. The green festival aims to raise awareness of sustainability and protecting the environment through sustainable fashion designers documentary, workshops, comedy, guest speakers and other activities. A sustainable fashion documentary will be presented during the festival in June 2012 by collaborate with a fresh graduated fashion student, in order to encourage more young talent to showcase their work with creativity. Therefore, many entertainments and in collaborate with Campobag: Art & Culture event for the festival, coinciding with the launch of Naturali Green Festival in mid-June.
“RAISE AWARENESS OF SUSTAINABILITY AND PROTECTING THE ENVIRONMENT THROUGH SUSTAINABLE FASHION DESIGNERS DOCUMENTARY, WORKSHOPS, COMEDY, GUEST SPEAKERS AND OTHER ACTIVITIES”
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Key issues of focus are: • To raise the awareness of sustainability through more enjoyable ways, workshops and other activities. • To build a stronger identity for the festival and expand bigger in the next five years and create a unique sustainable experience for visitors. • To expand the festival to the countryside and monthly event in different local places; and overseas market to promote the idea of sustainability with entertainments, also through interactive media. The proposal will establish through both primary and secondary research, positioning and SWOT analysis the current position of the brand in the UK green festival market. Based on the findings, the report will then investigate how to reach the Naturali Green target audience effectively through the four days events. This is vital in optimizing the chances of building a success for a new unique green festival for the different age of audience.
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SITUATIONAL ANALYSIS
audience profile
Festival Background
The Naturali Green Festival audience will be aged between 5-80, likely to be family groups, young adults groups and some professionals with sustainable background or business related to appear at the festival. The festival will have the unique Eco Village in collaborate with The Eco Village and volunteers that are passionate about sustainability and ethical lifestyle & fashion. It is to challenge the boundaries of combining leisure activities and influences talks from guest speakers to the public, therefore to raise the awareness of sustainability.
The new sustainable green festival – Naturali Green was founded in 2011, which less than a year and planning the event through out the year, so that it can stand out from the crowd when it launch. The green festival will be collaborating with WWF UK, Campobag (TaiWan) and The Eco Village. Naturali Green Festival will be celebrating the success and achievement of sustainable and continue to raise the awareness of environmental issues at Proud Camden this mid- June at the launch event and then with a four days green festival in late June.
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The Naturali Green Festival has a keen interest in urban environment and countryside for the events, so that it’s surrounding by the nature and encourages young generation to get inspire by music, nature and other things to explore their creative fields. In addition, places for the festival is an important choice and trying to influence audience through the environment and make sure they will have a enjoyable day.
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MISSON AND VALUES
COMPETITORS
Naturali Green unique selling point is through different events and the festival represent the personality of a festival organisation. We listen and communicate with public about sustainability, climate changes and the environment, to make them feel special and making a change for the earth.
Larmer Tree Festival:
External Factors
Bestival:
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Green Festival Overview
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Visitors Needs and Opportunities
GREEN FESTIVAL MARKET SEGMENTATION
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Has run the festival for over 10 years Have a great medium size of the event area and camping site Have a special street theatre Provide over 150 free workshops Has voted Best UK Family Festival
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Had an award of 4 days boutique music festival set Had a UK festival award of ‘Fans’ favourite festival Had a UK festival award of major festival Had a UK best medium-sized festival in 2009, 2007, 2006 & 2005 Have popular celebrities for music performances to comedy shows
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Give out free teas when visitors clean up rubbishes and put into the bin
Age Segmentation Key age groups: 7-50’s, and potentially 50-80’s The 7-50’s age group is normally teenagers group, young adults and family groups, it can provide an opportunity to increase more young adults and family groups activities and workshops for those ages. Therefore children that are accompany with their parents will be easier to join with the event and experience around the urban
BY UNDERSTAND THE GREEN FESTIVALS MARKET, I HAVE CHOSEN TWO CLOSEST COMPETITORS TO COMPARE AND FOR REFERENCE, IN ORDER TO IMPROVE MORE ACTIVITIES FOR AUDIENCES, THEREFORE ASSURING THE NATURALI GREEN FESTIVAL WILL REMAIN INNOVATIVE AND CREATIVITY IN IDEAS.
environment.
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BRAND POSITIONING Primary Research
GOALS AND OBJECTIVES
In order to create a successful green festival, extensive primary research is imperative to assess Naturali Green potential market and brands awareness.
To raise more awareness of the Natruali Green Festival and sustainability to the public and communities around London.
Young adults aged between 18-25, based mainly in the London area, were interviewed. The majority of the participants were likely to go to a new festival and closer to where they live in the city, even thought they are not clearly understand the real meaning of sustainable and to relate a healthy, ethical fashion and lifestyle in the future.
COMMUNICATION OBJECTIVES
TACTICS
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Audiences • Have sustainable fashion exhibitions open to ALL public • Creative take-away flyers • Sustainable fashion 3D catwalk show / Fashion Film showcase to public • Links to sponsors website to generate traffic and engage with new consumers.
Family groups, parents aged between 26-35, based mainly in the London area, were interviewed. Most of the parents were happily to bring their children along to a meaningful and enjoy the event at the same time as a family group. Therefore, it would be a good opportunity for child to gain knowledge of protecting the planet and aware the environment issues through workshops.
S.W.O.T Analysis
Opportunities:
STRATEGY
Strengths:
• Increase market share in the UK and worldwide. • The connections with other countries PR agency and sustainable organisations can be used to raise Naturali Green Festival awareness as an advantage.
Consumers • Build a relationship with the festival and different events loyal clientele • Target new audiences through media and social networking.
• Naturali Green Festival in collaboration with two different sectors companies to create a special green festival. • The green festival can easily expand to oversea countries in collaborate with other countries PR agency, therefore with the collaboration between sustainable fashion designers and new talent to showcase their work worldwide. Weaknesses: • Need to expand the countryside versions of the festival in next few years. • More sponsors need it to support the festival general business daily and for promotion.
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To increase target audience across the UK to visit the green festival. • Associate the brand with creativity and innovative trends into the festival and have different themes every year. • Positioning the festival as a unique Eco fashion & lifestyle with the Eco Village and also have music performances and other entertainments for audiences.
Threats: • Many music festivals is happening in Summer time every year and can therefore hinder the brand position within the festival market. • Various festivals have already making it as green as possible and including organic beauty therapies and secret garden area.
Media • Naturali Green showcasing sustainable fashion designers documentary Corporate • Demonstrate to sustainable and green organisations the advantages of being associated with the Naturali Green Festival Community • Maintain relationship and create new creative ways of promotion amongst early adpoters reinforcing the Naturali Green Festival as forward thinking and progressive with creative ideas.
Media Issue press pack to target Media • Press Launch Party for each collaboration or special event • Private screening of fashion film, documentary of ethical lifestyle and sustainable fashion workshops • Media sponsorship Corporate • VIP invite only to launch party includes press, selective green businesses or organisations and celebrities to create an exclusive brand association, therefore to engage with potential sponsorship Community • Build relationships with online bloggers, social networking, selective press and influential green organisations.
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MEDIA AND EVENT The Naturali Green Festival will use a wide range of media to communicate to each of the public effectively. Press Consumers, early-adopters and the media itself will be communicated via articles, features and announcements within the press. The following will be targeted: • Newspapers – National Broadsheets: The Independent, The Evening Standard, The Sunday Times, Metro •
Free London Magazine – Stylist, Short List
• Newspaper Supplements – The Weekend, OS Magazine (The Observer), You Magazine (Mail on Sunday), The ES Magazine, The Style Magazine Newspaper supplements are beneficial in targeting new audiences. The publications often have specialist lifestyle or leisure sections, and are provided in the weekend broadsheets, when generally consumers have more time to read. The publications listed above will be sent a press pack and invited to the private launch event and sustainable fashion documentary screening in June 2012. The press pack includes the press release, brand identity pack, event overview with line-up during the festival and invite to the launch party. Internet Press packs will be sent to fashion sites to encourage editorial coverage in their ‘fashion news’ sections, so that when audience is looking for new clothing for summer events and the fashion website can advertise our event on the side. Feature articles will be sent to these sites, which have global audiences and are influential. •
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Websites – Style.com, Asos.com, Boohoo.com
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EVENTS
The event, held at Proud Camden in Camden Town, will be an exclusive sustainable experience aiming to involve everyone in the urban environment, and increase their knowledge of sustainability meaning. There also will be guest speakers and host by a comedian to introduce ethical fashion and lifestyle through a more relax and funny way, to push the boundaries of their own personal lifestyle. Alongside the screening of the fashion documentary, the event will also include: • Some fashion workshops by using recycled materials • Bars offering customized Naturali Green Festival bottles of organic beers, from the proposed beer sponsor, Black Isle with the opportunity for customers to purchase their own crate of beer also. • New talent musicians and bands will be performing on stage • Bars will be also offering organic drinks • There will be a tea room with customized organic ingredients cupcakes An exclusive preview evening will be held of the 16th of June 7-11pm for the press to celebrate the new green festival’s launch and the success of sustainability. 150 guests with a possible plus one will be invited to the event.
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sponsorship
Three of the well-known and fitting brands, CAMPOBAG from TaiWan, Black Isle from Scotland and The Eco Village from Greater London will sponsor the Naturali Green Festival event. Campobag: I have chosen Campobag to sponsor the event because the company is doing an euro tour of art and culture event, in collaborate and partnership with different companies and artists to share about their passion and culture. I feel that they are suitable for many reasons: • Their events are well known in Asia countries such as Macau, China, Japan, TaiWan and they have great connections with people and organisations worldwide. • The company is based on doing art and culture event, and it will be a good collaboration with sustainable fashion and lifestyle, which will give audience enjoy both events and have time to explore different sections. • Therefore it’s a good opportunity for networking between different countries people and share their culture. Black Isle: ‘Premium craft brewers – Save The Planet, Drink Organic’ – A quote from the Black Isle leaflet. Black Isle is a Scottish beer, I felt that Balck Isle was the ideal drink to sponsor the event, as they are made in Britain locally, the area that made the drink are surrounding by farm. Therefore, we can support the local business for the economic. They also have variety of flavors to choose; in addition, these beer bottles will be on offer at the festival with a customized Naturali Green Festival themed label. The Eco Village: I have chosen The Eco Village to part of our green festival because their company has established for years and they have consumers that support them and visit when they have an event. It will be a good chance to engage with new audience groups and rise up the brand awareness as well. • All the staffs have long experience of working in Eco Village and give customers an unique experience of green • They are all have different background relate to sustainable and passionate about sustainability and would like to deliver out the message to more people and encourage them to change to a healthier lifestyle. • They also have media connection, in order to get maximum exposure while we are collaborate together as one event, and they will communicate the green agenda to as wide an audience as they can.
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PROMOTION
Overall, there are lots of ways to provide a great source of interaction with the public, getting them involved with the festival and workshops, and including them in the event by giving VIP their own personalised invitation. The poster and press invitation for the launch of the main event (Naturali Green Festival) will be created in a similar style to match with the nature theme as inspiration for the layout.
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THE PROPOSED IDEA WILL ENABLE THE AUDIENCE AND PEOPLE THAT PASSIONATE ABOUT SUSTAINABLE RELATED TOPIC TO DISCOVER NATURALI GREEN FESTIVAL AS WELL AS PROVIDING A UNIQUE SERVICES TO RAISE THE AWARENESS OF SUSTAINABILITY AND INCREASE THE PUBLIC KNOWLEDGE. 27