TEDx ATHENS 2013Marketing Plan

THE CREATIVE TEAM !

RESEARCH/AUDIT TEAM:Myrsini Zarda,Iwanna Marazwti,Lilian Glarou

SWOT TEAM:Giwrgos Vergopoulos,Nikos Ntanos

PRODUCT TEAM:Panagiwtis Theodwropoulos,Thanos Poulos

MARKETING MANAGER:Gewrgia Koumpoura

COMMUNICATION TEAM:Athina Rista,Maria-Adamantia Trompeta,Eirini Swpasoudaki

PROJECT MANAGER:Athina Mastoraki

EXECUTIVE SUMMARY

Having already performed the necessary research for our project,we grouped all the findings so as to choose the most efficient idea,the most efficient

offering that will satisfy every single expectation.

What we offer then,is the chance to attend an educational seminar,which will be held in two weekends,providing not only specialized knowledge (1st

weekend),but also practice (2nd weekend),innovation and creativity,human contact and co-creation, recognition (award of the best group in the main

event of Tedx) and career opportunities (working positions in the companies for the winners with the prospect of an official employment).Our target group includes young students and generally people with goals and determination

to take the next step,but haven’t had the chance yet.

We bear in mind the side factors of recession or the risk of the up-and-coming, we do not forget the possible antagonism with similar companies

and events,but we make the difference by introducing to the education something new and alternative you learn through experience,you

stand out through hard working,you build your future with your own abilities.

BUSINESS OBJECTIVE

Through discussions with young people,we found out that they were

extremely interested in our idea;a program of seminars concerning

innovation-in a broad sense-combined with competition along with

partnership.They desire a new type of education,more experience-based, and

less theoretical.They need something that will be useful for them,right

here,right now.

So : Business Objective

•Contribute to the education market

•Focus on collaboration and interaction

•Inspire a positive way of thinking to participants

SWOT ANALYSISStrengths•Already globally established reputation of Ted-its fans are increasing in a very rapid way-many have characterized the events of Ted as “the ultimate experience for mind and soul and a trip to the future”

•Well-known speakers,specialized in their fields(experts!)

•Cooperation with strong brands(sponsorships)

Weaknesses•The holding of the events only in big cities disappoints many people from the province who are interested,but cannot attend.

•Some people maintain that TedX events are addressed only to young,neoliberal people.

•The small duration of the lectures(18 minutes)may not be enough for the total audience to express their opinions and submit questions to the speakers(and of course get an answer).

Opportunities•Offering of working positions(initially positions for practice)

•The participants absorb great skills and they broaden their mental horizons watching successful people express their innovative ideas!

•“Renewal” of human resources with young,multi-skilled people who have innovative and creative ideas

Threats•Risk of an event organized for the 1st time concerning resonance,success,effectiveness

•A probability of further deterioration in the economy may cause problems during the organisation of the event.Same results may occur due to reforms in legislations about employment or economy.

•“Rivalry”with similar corporations and possible defamation in the spirit of unfair antagonism

In a nutshell !

Interactive seminars that

promote teamwork and

emulation, granting prospects for

a successful career

OFFERING DESCRIPTION

Innovative seminar by TedX Athens,so as to be introduced to the educational sector in Greece.The program will be as following:

•1st weekend : Lectures by executives in well-established corporations, academics,as well as experts in their fields.The seminar focuses on innovation and the topics covered are technology,entrepreneurship and education.

•2nd weekend : The participants will be organised in groups,working on a task that will be assigned to them by the corporations,while being supervised by “mentors/coaches”. At the end of the weekend,the two predominant groups will be selected,so as to debate at the main event of TedX Athens.The winning team(or some members of it) is going to be offered a place for practice at those companies,with a possible view to official employment.

Price/Place: The event is going to be held at the Foundation of the Hellenic World,where the main event of TedX Athens takes place.Whoever wants to participate,should fill out a form at www.tedxedu.com , and the price of the seminar program is about to be at 40 euros.

The participants will receive a unique code number,with which they will be privileged with a 25% discount in the upcoming main event of TedX Athens 2013.

Entertaining intervals,held by the sponsors(MAD TV karaoke competition , GERMANOS Wii games , NESPRESSO/SIMPLY BURGERS coffee and snacks )

Certificate of attendance at the end of the seminars

Value

innovation

cooperation

broadening of horizons

offering working positions

carreer takeoff

action

interactivity

Brand extension of TedX Athens

2 events:•Main event(theoretical lectures)•New educational event(interactive seminars)

Brand positioning

During this era,characterised by pessimism,disappointment and

stalemate,TedX desires to provide education and experience through

experts,who will pass on their knowledge and way of thinking to those

young people,motivating them to continue their efforts in Greece,showing

off that going abroad is not the only solution!

Brand vision

All things considered,we estimate that the event is going to be great

in participation,and our dream for it is to be established as a

successful educational event,placed in a high position at people’s

preferences,memorised in their thoughts as a beneficial experience.

Therefore MEDIUM-RISK undertaking…

…counting in :

•Economic crisis

•1st organisation of the event

•Established reputation of Ted

•Inexhaustible desire of people for education,in both theoretical and practical ways

•Prospect of a future employment(really strong motivation nowadays)

TARGET ?

TARGET GROUP

Students and young people as participants at the seminars and the

competition.

Corporations(and their executives) as sponsors,speakers and

mentors for the groups.

Audience and spectators to watch the “debate” and declaration of the

winning team we focus generally on people who would like to watch such

a procedure,and on the already existing audience of TedX Athens.

COMPETITORS

In our competitors are included not only

corporations that offer a product very

similar to ours,but any kind of event,at

which people would give money that

wouldn’t give to Ted.(start-up

workshops,economical or technological

based seminars,etc held by other

organisations).

A piece of example :

“Future Leaders”

“Panorama”

“Laboratory of Entrepreneurship e-

learning”

AND NOW…

COMMUNICATION STRATEGY

Through our communication strategy,we have one basic objective;To make

our customers FEEL POWERFUL,feel that they can succeed!If we consider

how many people have committed suicide since the economic crisis has been

fully “settled” in Greece,because they gave up,as they could no longer

handle the situation and have a positive thinking,it’s very important that Ted

changes that psychology.

We ought to make our participants feel capable…feel that they are not

useless…and if they are fully determined,THEY CAN ACHIEVE ANYTHING!

What’s significant is to have the right people standing next to you;And the

speakers of TedX,are the most appropriate to undertake this task!

That‘s why we set up this interactive educational experience,with the

following key message…

Open your mind…Achieve the top!

MEDIA PLAN/EXAMPLES OF CAMPAIGN

When structuring our communication plan,we decided to use every

kind of media,so as to achieve the best advertisement possible,due

to the fact that each medium has a different way to attract future

customers.

So our communication campaign is going to be implemented at

television,radio,Press,and of course Internet and social media.

Besides,we are going to cooperate with our sponsors,as well as take

further actions!

More specifically… Television: reportages the days before the event(backstage),but also live

during the holding of it(SKAI,MAD)

Radio:advertising spots

Press: informative articles in newspapers and in mainly technological-based magazines

Print advertisement:banners at metro/bus stations,airports , posters in places crowded by young people like universities and shopping centers

Internet:creation of a website(www.tedxedu.com) with the following benefits application for the event,information about Ted generally,mini

interviews of the speakers,backstage,interactivity platform where the visitors can submit questions to the lecturers and receive answers in real time.

The website is going to be connected with Facebook,through a game similar to the procedure of the seminar(creating projects).

Social media:page creation at Facebook,Twitter,Myspace and a channel in Youtube.There will be shared a video presenting the history of Ted,the

experiences of the participants,as well as the opportunities given during the seminar.

Synergy with sponsors

• GERMANOS : with every contract renewal draw for a free participation in the educational seminars

• HILTON : poster in the main entrance

• SKAI /MAD: reportages,as well as advertising spots at SKAI RADIO and MAD RADIO

• KATHIMERINI: informative article,10% discount coupon

• ELCULTURE.GR: exposure of the event at the website

• KASTANIOTI PUBLISHING HOUSE: providence of discount coupons(limited number) in selected bookstores + leaflets

Supporters• TECHNOLOGICAL WEBSITES(Dot imaging,Scico,Citroen,Think Biz,El technology,Amazon) : advertising spot projection on the side

• FIGAME.GR : discount for people who are travelling during the month of the event

Further actions

Last but not least,we intend

to organise flashmobs in

central squares in

Athens,universities and

shopping centres.

Furthermore,we are going to

create funny videos,with the

vision that they become

viral in short term,in order

to enhance our presence

and action.

Estimated results

Having completed our marketing plan on the extension of TedX Athens

2013,with an educational seminar based on innovation and

interactivity,we have to measure -as far as we can- our estimated

qualitative results.

We believe that the event will attract a lot of people,thanks to:

The reputation of Tedx-already acclaimed on its sector,having ardent fans

The will of people for education,as well as acquisition of important and specialized knowledge,mainly nowadays,due to the economic crisis

The interpersonal and fascinating character of the event

The competition section that encourages people to become better and better,to overcome themselves

The offering of working positions

…..

The corporations will be satisfied,as they will hire smart,skilled

people,who will have been tested on a task by the company,and chosen

based on the company’s own criteria.

Lastly,concerning the price,we consider it normal,as it ranges

approximately at the same level with the competiting products.

…..

Thank

you for

your

attention

!