1. PROJECT DESCRIPTION
CARIFESTA (Caribbean Art Festival), is a major cultural arts festival introduced in 1972 as a symbol of the Caribbean unity (Bhagirat-Rivera, 2018) which is routinely held every two years as a place to promote Caribbean art and culture regionally and internationally.
In 2019, the Government of Trinidad and Tobago (T&T), through its MCDCA, will host the CARIFESTA XIV festival which will take place on August 16-25, 2019 with the theme “The Tangible and Intangible-Connect, Share, Invest”.
For T&T Government, which has the label as a carnival home, festivals are an important part of economic stimulus because it can open opportunities for visitors to come and attract investors to invest in the region. Therefore, the search for experienced advertising agencies or digital communications was carried out to encourage the success of the festival.
From the study about CARIFESTA conducted by Tull (2017), we conclude that the CARIFESTA’s biggest weakness lies in deprived marketing. Therefore, SN Media will present a measurable and interactive digital marketing strategy to MCDCA in order to achieve the event’s success targets. We will harmonize the marketing strategy with the essence of CARIFESTA that reflects the art of culture and the dynamics of T&T and the Caribbean community. We will try to make all online visitors, especially the target market, desire to become participants in this big event. T&T government has released the target market of CARIFESTA; they are representatives and partaking states, entertainers, folk people, performers, local Caribbean nations, diaspora in US, UK, Europe, citizens and families within groups and communities across T&T, creatives and superior relevance groups, professional and businesspersons, private sectors and universal municipal contribution and presence in CARIFESTA XIV.
SN Media will serve you outstandingly to achieve your vision by utilizing our experienced expertise in extraordinary abilities. We greatly keen to reach your vision; to place CARIFESTA as a world notorious super carnival of Caribbean ethnic and creative brilliance, that creates an economic advantage, bonds the territory and excites entire peoples.
MCDCA want the agency to manage CARIFESTA website to boost the traffic on it; to create and manage social media; to develop attractive content; to organise the live streaming and to perform anything related to digital advertising needs as well as managing the crisis communication. We agree that getting traffic is a noble thing, but that does not mean if we just stop there and do not appeal to them to take part in CARIFESTA. Therefore, reaching out to media users through social media to direct them to the official CARIFESTA web is a respectable strategy. In addition, developing a credible and cohesive online presence by showing interesting creative contents related to CARIFESTA consistently on social media, websites, and advertisements would importantly attract extra visitors. Moreover, collaborating with famous figures to endorse this great event is also one of the popular and upright strategies. In the crisis communication issue, the expert on this field is crucial to managing it and fortunately, SN Media has it.
2. PROJECT SCOPE
To fulfil MCDCA’s needs, we endorse the subsequent services as part of this project:
First stage: Comprehensive digital marketing strategy meeting
SN Media will meet with the MCDCA team to discuss and determine the best digital strategy. SN Media will be very receptive to ideas from the MCDCA team and will also offer input from SN Media to help achieve the project’s main goals. This meeting is very important to build a communication strategy between teams so that it stimulates the smooth implementation of the project for the next 12 months.
Second Stage: Data Review
SN Media will review some important data as the references to build the best strategies. Some data which will be reviewed is from previous report (CARIFESTA XIII), target market data, risk and cost review and most importantly data from first gathering. We will also create the risk management report and crisis communication plan in this step. We will employ our experts to generate the great outcome so we can also generate the best strategies for the project.
Third stage: Implementation of SEO
By relying on experts in the field of SEO, SN Media will produce relevant keywords and create appropriate content. This will help increase event promotion and reach many new visitors. One video and article will be made weekly to be posted on the web and various social media. SN Media will continue to monitor and target additional keywords for the optimization of the CARIFESTA website.
Fourth stage: Implementation of strategies on social media
SN Media will intensify promotions through social media. Creating profiles on YouTube, LinkedIn, Instagram, Pinterest, and Facebook will be immediately delivered within a day to make time efficient. SN Media will continue to update social media with interesting content designed to build beneficial relationships for social media users, especially the target market. In addition, daily monitoring will be held to keep in touch with the audiences as well as monitor the crisis communication that might occur. SN Media will try to attract and lead visitors to the official CARIFESTA web to then register as participants of the event. Furthermore, we will involve some influencer to endorse CARIFESTA XIV. Lastly, when the event is running, we will manage the live streaming on it.
Fifth stage: Reporting, Evaluation and Optimization
Creative media experts and SN Media technology will continue to take the initiative and work together in creating and optimizing interesting content and continuously monitoring marketing performance. Feedback collection from customers is also intensified as input in improving market performance and future festival enhancements. SN Media will provide a monthly work report to the MCDCA in detail. Monthly work will be evaluated to further create new strategies that are more effective.
SN Media consists of social people who have experience in the field of digital marketing and have experience in the success of various digital marketing projects. SN Media understands effective ways of interacting online with the target market so that project objectives can be achieved. Our high commitment and qualified experts make us the ideal choice to meet CARIFESTA’s marketing project’s digital marketing needs. Here are the strengths we have:
• A combination of creative and modern expert teams and technology experts. The SN Media team is extremely solid, combining our expertise to understand web visitors, social media users, and participants through data and connect with them through creative media to produce an unforgettable experience for them. This holistic approach will help clients get maximum marketing benefits.
• SN Media uses a unique blend of analytical and traditional research (feedback from web visitors, social media users, participants) to understand customers more deeply. The first step is to develop a market strategy and make it happen. Furthermore, the SN Media team acts to obtain data to be evaluated and utilize evaluation results to optimize marketing efforts. SN Media combines the results of the analysis with feedback from web visitors, social media users, and participants to find opportunities to improve performance and enhance intimate relationships with them.
• The focus of the SN Media approach is to build meaningful relationships. The SN Media Team excels in building lasting relationships with web visitors, social media users, and participants with a systematic communication strategy. This is the basis for generating long-term prospects for events that will be held by T&T Government in the future.
In the running process on the project, we are dedicated to completing it on time and meeting the goals of the project. We will manage every process of the project, from conceptual sessions to project closure to the maximum, by applying the knowledge and experience of our team to generate supreme output.
The key challenges in succeeding the target of a project are the high awareness of constraints that generally lie in the scope of work, time allocation, and budget. These three constraints must be completely supported by all available resources. The next challenge is how to optimize, integrate and allocate these resources so that the objectives of the project are satisfactorily achieved.
The project management values will be applied by all our teams headed by the project manager. Our manager’s project will ensure that all activities in each phase have been carried out properly and have reached the set of targets.
7.1. DIGITAL MARKETING FRAMEWORK
The building of the scope of this project was adjusted to the digital marketing framework (Table 3) created by Chaffey and Bosomworth (2013), recognized professionals in the field of digital marketing. All teams have capabilities and are incredibly familiar with this framework. Continuing improvisation and adjustments to the MCDCA goals were carried out to give the best results.
7.2. KNOWLEDGE TRANSFER
In the progression of the project, we will share and provide knowledge regarding our progress to MCDCA. SN Media is also exceptionally open to criticism and input from you because your satisfaction is our gratification.
and SN Media.
Steps Opportunity Strategy Action
Plan:
Digital marketing tactics Formulation Analysis market and arranged goals
Some basic actions to express your digital prospect throughout the market study:
• Arranged objectives and criticize performance utilizing KPIs and summary dashboards
• Audit your strengths, summarize customer behaviours, and rivals benchmarking
• Assess conciliators, co-marketing, and influencer outreach Form digital strategy
Assess and communicate your digital proposal by utilizing digital goals techniques:
• Target market segmentation and personas
• Find your online value preposition (OVP)
• Form digital targeting tactics
• Marketing mix assessment Digital marketing implementation and communication by keys of customers touchpoint:
Reach, Act, Convert, Engage
Reach:
Online audience Progression Outline potential online audience
• Build a realistic goal for improving traffic, responsiveness and social media followers
• Assess present media effectiveness
• Set VQVC (volume, quality, value, cost) goals by utilizing conversion budget simulations Form the best communication strategy
• Create attractive contents
• Integrate channels
• Expenditure management by prioritizing the most crucial one
• Responsiveness, understanding and buying determined should be the online customer acquirement approach
• Find appropriate targeting tactics Digital broadcasting’s optimization by some keys:
Google AdWords, SEO, and social media marketing optimization
Act:
Brand connections and leads Expansion Best choices identification:
• Assess user expeditions for mobile sites and desktop
• Assess digital marketing engagement
• Outline objectives and dashboards for assessing and evaluate customer communications Contents and customers prioritizing
• Marketing plan formulation
• Define audiences’ personas
• Form plan to boost social media engagement and mobile advertising boards
Content advertising and lead management by form the campaign plan, outreach plan, reporting schedule, content resources and alighting pages.
Convert:
Sales upgrading across optimisation Assessment focus to increase conversion to sale
• Generate and assess the mobile-friendly platform to make easy customers purchase
• Evaluate multichannel connections to grow revenue per visit
• Collect and assess customer feedback Formulate conversion rate optimisation (CRO) approach
• Define CRO tactics
• Formulate digital marketing strategies to drive sales
• Outline offline assimilation tracks to purchase
Conversion continuous improvement
• Apply digital marketing strategies, evaluate, and optimize it
• Implement interactive email plan
Engage:
Customer loyalty and support
formation Assess opportunities to create customer loyalty and support
• Assess customer loyalty by utilizing RFM evaluation
• Assess customer gratification carters
• Assess customer interaction’s effectiveness Customer engagement and relation improvement
• Produce customer interaction and engagement strategy
• Form an online personalisation and marketing strategy
Implement customer communications
• Apply personalisation rubrics on mobile and desktop spots, event-activated modified emails and e-bulletins
• Social media and email campaigns management for customer commitment and support