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POETRY & WINE Poet in the City Communication Plan for Poetry & Wine 2013 Anne Solenne Ogée Andrea González Christopher Stanley Mathias Gaucher 30.11.2012
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POETRY & WINE
Poet in the CityCommunication Plan for Poetry & Wine 2013
Anne Solenne OgéeAndrea González
Christopher StanleyMathias Gaucher
30.11.2012
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the CityPE
STEL
AN
ALY
SIS Economic factors Financial crisis - Less able to donate money to charity.
Preference for affordable personal pleasures.
Technological factors Use of online and social media for direct bidirectional communication
Saturation: too much information and marketing messages Social consciousness is a rising value (Smith 2011)Social factors
Situation Goals Target Message Campaign Budget Measurement
Poet in the CitySW
OT
AN
ALY
SIS
• Connections with celebrities• Experience in the charity event's
organization• Porspect data from previous events• Charity purpose• Venue to organize the event•Wine provided at no cost for the
organization• £25 ticket for a wine tasting (moderate
price)
STRENGTHS• Specific target (narrow) for the charity•Different key theme for this particular
event: wine instead of poetrySpecific target (narrow) for the event• £25 ticket: might be perceived as too
cheap• High number of tickets to sell: 300• Bonds with corporations: might be
perceived as a corporate and not a charity event.
WEAKNESSES
•Numerous connections between wine and poems•Wine tasting appeals to more people
than Poetry•Develop “brand” awareness• Absence of charities combining wine-
poetry•Wine tasting usually really expensive
OPPORTUNITIES
•Numerous wine wine-tasting events in London•Numerous charity events in London
THREATS
POETRY & WINE
Situation Goals Target Message Campaign Budget MeasurementC
OM
PET
ITIO
N: W
INE
TAST
ING
EV
ENT
S
NAME DURATION PRICE VALUE
POETRY AND WINE One evening £25 16 - 20 fine French wines
Wine Unearthed One day workshop £89 wine tasting plus 3 course meal
London Wine Academy
One evening £120 wine tasting plus one course
Vinopolis 15 minutes £27 7 wines
West London Wine School
One evening £22.5 6 wines plus food
Roberson Wine Horizontal Tasting
One evening £80 High quality wines
Roberson Wine Christmas Tasting
One evening £20 50 wines
POETRY & WINE
Poet in the City
Situation Goals Target Message Campaign Budget MeasurementEV
ENT
CH
AR
AC
TER
IST
ICS
Poetry and Wine 2011 Poetry and wine 2013
• September
• 82 tickets sold
• £26
• 6 panel prestige invitations
• Communication though its blog and
social media
• 36 Chilean wines and Chilean poetry
• March
• 300 tickets scheduled to be sold
• £25
• Venue : Clifford Chance (30th floor)
• Event partner : the Wine Society
• 16-20 French wines and French poetry
• Official taster : Ewan Murray
• Actor : Simon Callow
POETRY & WINE
Poet in the City
Situation Goals Target Message Campaign Budget Measurement
EVENT GOALS COMPANY GOALS
• Inform: to inform people about the event
• Attract and collect: sell the 300 tickets at 25 each to raise money
• Increase poetry and brand awareness
• Reach new audiences• Create sustainable partnerships
for the future• Develop private philantropy
•Program live poetry events with leading venues and creative partners.
•Work with festivals and universities to promote poetry amongst new audiences (under-25s)
•Champion innovative aspects of poetry
• Raise money for educational work
SHO
RT T
ERM
LON
G T
ERM
POETRY & WINE
Poet in the City
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
Poetry and Wine primary targetTHE WINE LOVERS
Poetry and Wine secondary targetTHE POETRY FRIENDS
Geographic London%and%proximity London%and%proximity
Demographic
Men%and%women
+%30%years%old
High%income
Educated
Qualified%Professionals
Men%and%women%
+%25%years%old
Educated
Students%and%qualified%professionals
Psycographic:Attitudes / opinions
Wine%lovers%or%interested%in%wine%and%learning%
more%about%it
Social%lifestyle
Interested%in%poetry%and%supporHng%the%
charity
Usage
May%have%aIended%other%wine%tasHng%events%
before.
They%have%never%aIended%Poet%in%the%city%
events%before
Have%aIended%other%Poet%in%the%City%events%
before
Are%currently%friends%of%the%Charity
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
WINE Good opportunity to taste and learn more about fine French wine
By attending a wine tasting event you are helping raise money for a good cause: promote poetry
POETRYPoetry gives a twist to the event, as poetry and wine complement each other: ‘wine is bottled poetry’ R.L. Stevenson
CHARITY
1. Wine lovers2. Poetry friends
1. Poetry friends2. Wine lovers
Added value for both
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
Wherever there is love and passionPOETRY AND WINE
are not far behind
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
How to communicate with them?
WINE LOVERS
•No existing links with the charity•Need to create awareness about the event•Give information •Focus on persuasion: emotional appeal•Action: ticket purchase
HIERARCHY OF EFFECTS MODEL (Colley 1961)
Awareness Comprehension Conviction Action
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
How to communicate with them?
POETRYFRIENDS
•Already know the organization•Existing connection with the charity•Cognitive information•Rational appeal: benefits for the charity
COGNITIVE INFORMATION MODELS: TORA
Belief Attitude Behavioural intention Behaviour
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
Mid- December January February March 19 of March
WINE LOVERS
POETRY FRIENDS
Public performancesCard flyers
Social MediaBloggers
6 panel leafletstreet and wine bar
distribution
POET
RY &
WIN
E EV
ENT
Email invitation
Online booking + confirmation/thank you email
Cognitive - Online
Awareness - Physical
Comprehension + conviction - Online
Comprehension + conviction - Physical
Action
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVEN
T
Email invitation
Online booking + confirmation/thank you emailPOETRY FRIENDS
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVEN
T
Email invitation
Online booking + confirmation/thank you emailPOETRY FRIENDS
Thursday 10
St Paul’sCathedral
Friday 11
Borough Market
Saturday 12
Covent Garden
Sunday 13
Primrose Hill
4 volunteers: 2 actors + 2 handing the cards‘Spontaneous’ representation of an argument between two men using fragments from Rimbaud and Verlaine’s letters
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVEN
T
Email invitation
Online booking + confirmation/thank you emailPOETRY FRIENDS
19.03.2013
Wherever there is love and passion...
Do you want to know why they are arguing?www.facebook.com/poetinthecity | www.poetinthecity.co.uk
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVEN
T
Email invitation
Online booking + confirmation/thank you emailPOETRY FRIENDS
Wine bars
Gordon’s wine barTerroirs wine bar
Wine shops
NicolasMajestic
Cannary Wharf
Clifford Chance Building Lobby
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVEN
T
Email invitation
Online booking + confirmation/thank you emailPOETRY FRIENDS
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVEN
T
Email invitation
Online booking + confirmation/thank you emailPOETRY FRIENDS
Situation Goals Target Message Campaign Budget Measurement
POETRY & WINE
Poet in the City
500 Flyer Cards £49.99
500 6-panel leaflets £79.99
Volunteers’ travel expenses
£80
TOTAL CAMPAIGN £209.98
Situation Goals Target Message Campaign Budget Measurement
Poet in the City
POETRY & WINE
Short-term goal Have we sold the 300 tickets?
Long-term goals
Have we made any new Friends or received donations from the people attending the event?Have we created a solid partnership with Clifford Chance?
POETRY & WINE
Thank you for your attention!
Anne Solenne OgéeAndrea González
Christopher StanleyMathias Gaucher
30.11.2012
POETRY & WINE
References
30.11.2012
Smith, P.R. & Zook, Z. (2011) Marketing Communications: Integrating Offline and Online with Social Media. 5th Edition. London: Kogan Page Publishers.Rimbaud, A (2009). RImbaud: oeuvres complètes. Paris: Gallimard. 1101.Verlaine, P (1938). Verlaine: oeuvres poétiques complètes. Paris: Gallimard. 1547.De Pelmasker, P, Geuens, M and Van den Bergh J (2007). Marketing Communications a European Perspective. 3rd ed. Edinburg: FT Prentice Hall. 610Facebook (2012). Poet in the City, Available from: <https://www.facebook.com/poetinthecity?fref=ts> [Accessed: 27 November 2012]Gordon’s Wine Bar (2012). Gordon’s Wine Bar, Available from: <http://www.gordonswinebar.com/default.php> [Accessed: 27 November 2012]London Wine Academy Limited (2012). Wine Workshops and Evening Wine Courses, Available from: <http://www.londonwineacademy.com/> [Accessed: 27 November 2012]Poet in the City (2012). Poet In The City. Available at: http://www.poetinthecity.co.uk/ [Accessed: 17 November 2012].Roberson (2012). The Christmas Walkabout Tasting: The World of Wine, a Roberson Wine Tasting, Available from: <http://www.robersonwine.com/tastings/081350> [Accessed: 27 November 2012]Roberson (2012). The Horizontal, a Roberson Wine Tasting, Available from: <http://www.robersonwine.com/tastings/1010119> [Accessed: 27 November 2012]Terroirs Wine Bar & Restaurant (2012). Terroirs Wine Bar & Restaurant, Available from: <http://www.terroirswinebar.com/> [Accessed: 28 November 2012]Vinopolis (2012). Vinoplis Taste Experience, Available from: <http://vinopolis.co.uk/whats-on/> [Accessed: 27 November 2012]Wine School Franchises Ltd (2012). West London Wine, Available from: <http://www.westlondonwineschool.com/> [Accessed: 27 November 2012]Wine Unearthed (2012). Wine Tasting Experience Days London & UK Wide, Available from: <http://www.wineunearthed.co.uk/index.html> [Accessed: 27 November 2012]Clifford Chance (2012) Clifford Chance London, Available from: <http://www.cliffordchance.com/about_us/find_people_and_offices/offices/london.html> [Accessed: 27 November 2012]
