Marketing Campaign “CONOCE A LA CHECA” MIM

Transcripción

Příloha č. 14
Příloha č. 14 - Studentské návrhy Španělsko
Název veřejné zakázky
Vytvoření mediální strategie a mediálních
plánů
Evidenční číslo VZ
VZ 2014/500/60
Druh zadávacího řízení
veřejná zakázka malého rozsahu na služby
CONTEST REGISTRATION
COOL CZECH REPUBLIC
TEAM NAME:
MIM UB BCN GROUP
TEAM MEMBERS:
Paula de Arriba Rodriguez ([email protected])
Sara Margarit Villarrubia ([email protected])
Evelina Megías Carrasco ([email protected])
Ares Artigot Altisent ([email protected])
Josiane Fargialla ([email protected])
CONTACT:
[email protected]; [email protected];
[email protected]; [email protected];
[email protected]
SCHOOL WHICH WE ATTEND:
College of Economics and Enterprise, University of Barcelona
SCHOOL FOR WHICH OUR CONCEPT IS CREATED:
University of Barcelona
COUNTRY FOR WHICH OUR CONCEPT IS CREATED:
Spain
SUMMARY:
The aim of our project is to create a marketing campaign in order to
promote the Czech Republic as a cool, friendly, modern and
accessible destination for young travelers. Throughout this project,
we will detail the objectives of the research, describe the situational
analysis and define our target, explain the concepts we want to focus
on and show the visual concepts related to them, creating a complete
marketing campaign combining ATL and BTL strategies in order to
reach the target audience selected, for a future implementation of it in
the first half of 2015 according to the budget.
Marketing Campaign
“CONOCE A LA CHECA”
MIM UBCN GROUP
Cool Czech Republic
Paula de Arriba Rodriguez ([email protected])
Sara Margarit Villarrubia ([email protected])
Evelina Megías Carrasco ([email protected])
Ares Artigot Altisent ([email protected])
Josiane Fargialla ([email protected])
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Summary
The aim of our project is to create a marketing campaign in order to promote the Czech
Republic as a cool, friendly, modern and accessible destination for young travellers. Throughout
this project, we will detail the objectives of the research, describe the situational analysis and
define our target, explain the concepts we want to focus on and show the visual concepts
related to them, creating a complete marketing campaign combining ATL and BTL strategies in
order to reach the target audience selected, for a future implementation of it in the first half of
2015 according to the budget.
3
Table of contents
a) Situational Analysis ........................................................................................................................ 5
b) Focus on target audience.............................................................................................................. 7
c) Mixed communication suggestions, media used, including the percentage
distribution of the budget for the selected school .................................................................... 7
ACTIONS ...........................................................................................................................................................9
PERCENTAGE ..................................................................................................................................................9
d) Identification of three key products that will be communicated.................................... 9
e) Timing Marketing Campaign Czech Republic ..................................................................... 12
f) Slogan of the campaign ............................................................................................................... 13
g) Demonstration of the Copy Writing ....................................................................................... 13
h) Three visual concepts for the following themes:............................................................... 14
Annex .................................................................................................................................................... 17
4
a) Situational Analysis
Before starting to design the campaign, it is very important to define our objectives and do some
market research in order to know more about our target’s knowledge and preferences.
Objectives
The objectives of the project are:
* Design a marketing campaign to attract students from the University of Barcelona to
the Czech Republic for a weekend visit.
* Present the Czech Republic to our target audience as a modern, friendly, accessible
and safe destination, as a “land of stories”.
* Create three visual concepts to promote three different themes: the Czech Republic,
Prague and a selected activity, and select the appropriate communication methods to
our University.
The objectives of the market research –previous to the campaign-:
General Objectives:
* Discover why students want to travel.
* Find out what they know about the Czech Republic.
Specific Objectives:
* Know the preferences of the students when they travel.
* What image do they have of the Czech Republic.
* Discover whether it is a desired destination or not and the reasons.
* Know where they prefer to sleep in when they travel.
* What kind of tourism they prefer.
Market Research
In order to be closer to the Czech Republic’s world and to guess the knowledge our target has
about it, we have done some market research before the design of the marketing campaign:
Qualitative Research: (18/03/2014- 25/03/2014)
Focus Group (21/03/2014)
A group of five Czech Erasmus students at our university were asked about their opinions,
beliefs, perceptions and knowledge about their country, so that we had a general and particular
view of the Czech culture.
5
We asked general questions about the Czech Republic, later focusing on Prague and activities
for young people all over the country – see the guide of the focus group on the annex-. The
main conclusions we got were the following:
The Czech Republic is special because it is not a common destination, and it is not the typical
touristic country, it goes further: it has a unique culture, mysterious and magical castles, both
History and legends, and beautiful natural landscapes.
Traditional beer is one of the most attractive points for young people, and it is one of the best
beers of Europe. Besides, they said it is not really expensive.
It is very cold in winter, so the best time to visit it is summer or spring. All of them agreed in the
beauty of Prague
About festivals, they recommended the White Sensation, and the amount of festivals during the
summer. We found interesting the music festivals celebrated in the Czech castles.
We discovered a beautiful region, not as known as Prague, called Moravia, where there are
impressive forests and gorgeous scenery.
Quantitative Research: (10/03/2014- 24/03/2014):
Online surveys
We have done 49 online surveys of 18 questions –see the survey and its results on the annex- .
The main conclusions are:
The 96% of the respondents were university students, from 18 to 30 years old, and most of
them:
Love to travel (46%)
Travel with their friends (42%)
When they travel, they value that it is a budget place, new places to discover, and its cultural
places. Party is not a priority for them, as we thought at first.
In their trips, they sleep in hotels or relative’s houses.
They are mostly attracted by amusing, culinary and cultural tourism.
They travel by plane (41%), but also by car (27%) or train (22%).
They look for traveling information on the Internet (72%).
Asking about the Czech Republic, we have guessed that only the 29% of the respondents have
been there, but most of them want to travel there. Some of the reasons are: “The fame that
Prague has”, “Discovering new and unknown places”, “A different culture”, “I have seen pictures
and I feel like going”.
The most known part of the country is Prague, and most of them agree that it is an unknown
destination, in some ways mysterious and charming.
The respondents don’t know about the most famous festivals of the Czech Republic, only a 10%
know about the Czech Beer Festival in Prague.
Most of the respondents would like to attend a beer festival there.
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b) Focus on target audience
In order to reach our objectives, it is very important to define our target audience.
We focus on students of the University of Barcelona, in all of its colleges, from 18 to 30 years
old, both male and female, because we want to promote the Czech Republic as a cool
destination for young people.
The income level of our target is not relevant, because we also want to promote the country as
an accessible destination.
As we are part of our target, it will be easier to put on their shoes and understand more
precisely what they want and what they prefer.
c) Mixed communication suggestions, media used, including the
percentage distribution of the budget for the selected school
We assume that no large investments are needed for a communication plan aimed at a specific
sector as the students of the University of Barcelona. If you know your target well, as in our
case because we are part of it, the most important thing is to create expectation exactly where
they expect and give them what they want through their own ways. Therefore, we have tried to
make a communication plan simple and very close to young people, which will try to give them
what they are looking for and what they want. Although after the previous analysis we saw that
many of these students knew little of the Czech Republic or nothing, we appreciated some
curiosity about the country, the interest for the unknown. This communication plan seeks to take
profit of this point of curiosity to become it a necessity. Go to the Czech Republic is exactly what
they want, though they did not know it until this very moment.
Phases of the communication mix:
1. Creating expectation
2. Make the event to reveal all the surprises
3. Promoting travel and hold "Conoce a la checa" alive
1. Creating expectation
This first phase is the most important of the process, since it depends on the following phases.
Something that works really well with young people, curious people, is create expectation,
intrigue, and is exactly what we will do. We are going to do a teasing campaign. To create this
excitement we will place posters in all faculties of the University of Barcelona. All students must
cross several times in front of them and will wonder what do they mean. This process will take a
month before phase 2.
There will be three different prototypes of posters. These three prototypes are equivalent to the
three places/locations that we will propose later. They will be simple pictures, not showing the
places directly, but only look back on them partially. As the purpose is to create excitement, we
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don’t want them to know what we want to announce as soon as they see the posters, but
transmit different situations.
These three posters have a connecting thread, the slogan: "Conoce a la checa" ("Meet the
Czech "). With this slogan we want the target wondering what is Czech, a person, an object, a
situation, a place ...
The first prototype of the poster will be about the first place that we will promote, Moravia, a
natural paradise. We don’t want to show this region directly, but transmit the mood of nature and
freedom. The second place is the Castle festival Hrady CZ, with this poster we want to transmit
fun, music, a different culture. The third would be the beer route in Prague, and the poster will
transmit gastronomy and fun.
Two weeks after the launch of the posters, when a large percentage of students have seen
them and wonder what the posters are, we will distribute flyers at the University, but also in
different parts of Barcelona, where there is a large movement of young people. The flyers will be
exactly like the posters, but in the lower will appear the direction of the website and social
networks, facebook, twitter and instagram.
The website will be: www.conocealacheca.com. In it, until this moment there will only be a
countdown, with the missing days for event. During the two weeks left for Phase 2, the event,
will give brief information on social networks, when and where is the event. When the day
approaches, we will give more information that may be of interest to the target, to ensure that
the largest possible number of people go to the event.
2. Make the event to reveal all the surprises
This phase will be the largest monetary investment required, because we want to make a social
event where we show different things from the Czech Republic to leave everyone wanting to
visit the country. This party will be held outdoors, near the university campus. There is an area
with good size where currently some events and college parties take place, it would be the
perfect place to celebrate this event. It will start in the afternoon, at 17:00 and will end at 3:00
am. The ultimate goal of the party is to get the Czech Republic in touch with the young students
of the University of Barcelona. There will be free Czech beer for all attendees to taste and
typical gastronomy as well, concerts of Czech music will be held in the afternoon, there will be
leaders who show different places to the assistants and how cool and fun Czech Republic it is; a
projector will display pictures and videos of the three places we want to promote, and at nightfall
dj’s will encourage students until the last moment to have as much fun as possible . After this
event everyone will want to "meet the Czech".
3. Promoting travel and hold "Conoce a la checa" alive
From the event, the website created will be used to promote the different trips, getting
information assorted about the tourism that we offer, with the three star trips. In this moment
what we want to transmit to students is: the Czech Republic is cool and economic. After the
event we believe that we will have shown the cool part of the country, and now have to show the
economic part. Deals will be made with travel discount pages as www.atrapalo.com or
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www.letsbonus.com, in order to announce that they are affordable for all budgets. The biggest
challenge at this point is to keep "Conoce a la checa" alive and make sure it will not be
forgotten. This social networks will be in constant motion. It will be promoted that the first
travelers to the Czech Republic make videos and make themselves a selfie with "the Czech",
which later they must upload to any of our social networks with the hashtag #MeetTheCzech.
This way we make sure that the communication is still alive , and people that have not been
there makes them to want to go. At the end of the season we could make a competition with the
best selfies, which would be rewarded with a batch of Czech cherries or some other product.
ACTIONS
PERCENTAGE
Phase 1
Web design
5%
Posters and flyers print
5%
Phase 2
Event organization
10%
Realization event
70%
Phase 3
Maintaining web a social media
10%
TOTAL
100%
d) Identification of three key products that will be communicated
On our previous research of Czech Republic, and our investigation that we have done
interviewing students what they look for when they go travelling, what they expect, who are they
going with, etc. And on our focus group with people from Czech Republic to know better what it
is popular there, what people like, which places are a must visit…
After all this research we have chosen to have 3 actions very different between them.
The first action it is to create 4 routes in the city of Prague, with each one will have a different
colour: red, blue, green and last but not least yellow.
● Red: would be called “party fiesta” route, with involves the place where more
international environment, it would meant the route to go out clubbing. Focused on
students they like to go out every weekend and have fun with friends
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●
●
●
Blue: would be called “charming” route, the blue route will have the more idyllic places,
more chill out and calm, with a romantic atmosphere. Focused on more young couples
who want to enjoy the time with each other.
Green: would be called “local leisure”, would be to let people know local places from
Prague, the ones that local people used to go, where they can try the traditional food
from the country and beer as well. Focused on the people who travels and wants to
experienced and interact with the locals.
Yellow: would be called “bohemian” route, would be the cheapest route, to let people
know where they can find the more inexpensive places. Focused on the students that
travels under a budget but they still want to travel around
Our second action is to promote the festivals where they take place in castles. It is an
opportunity to promote festivals and at the same time more locations than just the capital. It is
something unique than Czech Republic must be known.
For that reason our proposal is to promote this beautiful and unique scenario.
If we promote the festivals with known artist and we offer and show the location, the people who
are used to go to this kind of events, they are going to join to the festival, because the location it
is awesome. And the people who used to go this kind of events/ festivals are university students
on the range of 18 to 30 years old, which is our target.
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One area that it is not really famous, and we think it is a good chance to let people know that
Czeck Republic it is not just Prague, and it is Moravia. It is the are on the west-south of Czeck
republic where most of the tourist that goes there, are local people. We think it is perfect to
focused on backpackers. Because normally this type of travellers likes to explore more deeply a
country, not just to visit the main buildings and museums. For this reason Moravia it is an
excellent idea to promote this area, not really known for outsiders.
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e) Timing Marketing Campaign Czech Republic
March – April 2014
Market Research
Desk Research
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Field Research
Online Survey
Focus Group
Campaign Design
Layout of the Campaign
First half of 2015
Phase 1
Placing posters
Flyer distribution
Countdown in the website
Brief information on social
network
Phase 2
Event
Phase 3
Trips promotion and new
information in the website
Uploading first videos and
selfies with “the Czech”
Social networks in constant
motion
The best selfie competition
Feb
Mar
Apr
May
June
July
Aug
Sept
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f) Slogan of the campaign
The slogan chosen to transmit the concept of the campaign is:
"CONOCE A LA CHECA” (“Meet the Czech” English version).
Our idea is to generate excitement, mystery and intrigue. Therefore, we invite college students,
our target, to dive into the Czech world through its personification: The Czech.
The Czech is the spirit of Czech Republic, its essence, and its soul. The Czech is more than a
country; it is the amount of all the experiences of its inhabitants and visitors. She is the friend,
the comrade, and the traveller who accompanies you and shows you his world in the heart of a
continent.
Meet Czech is to go beyond tourism, to be part of the magic of the country. The Czech is who
holds your hand and opens the doors of its corners, its castles, forests and landscapes, gives
you a beer when you feel like it, while charms you with his music.
The slogan appears on the posters and flyers designed for the campaign, so that students will
wonder who is Czech, and venture to meet her.
g) Demonstration of the Copy Writing
Poster Hrady CZ
 Jo Fjompenissedalheibakke, 2006. (Attribution)

https://www.flickr.com/photos/90877383@N00/197076429/
Pavel Ševela, 2010. (Attribution, Share Alike)
http://commons.wikimedia.org/wiki/File:Hork%C3%BD%C5%BEe_sl%C3%AD%C5%BE
e,_Moravsk%C3%A9_hrady.cz,_Veve%C5%99%C3%AD.jpg
Poster Praga
 Timsackton, 2012. (Attribution, Share Alike)
http://es.fotopedia.com/items/flickr-7299690974
Poster Moravia
 Michael Schweppe, 2005. (Attribution, Share Alike)
https://www.flickr.com/photos/schweppe/21556590/
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h) Three visual concepts for the following themes:
- the Czech Republic as a cool destination for young travelers
14
- Prague is a city of …
15
- selected activity, e.g. music festival, cultural or local gastronomy event
16
Annex
Focus Group Guide
-
What do you look for when you go sightseeing?
Why have you chosen Spain for your Erasmus?
In your opinion, what does Spain have that Czech Republic doesn’t?
What image do you think Spanish people have about Czech Republic?
What do you think they know about Czech Republic?
IN GENERAL
The Czech Republic:
- What are the main differences between Czech Republic and the other European Countries?
What makes it special?
- How can you define typical Czech character? (Culture, traditions, habits..)
- Attractive spots of Czech Republic?
- What can attract young tourism?
- How is the tourism? (Tourist age range...)
- Is it well connected? (Public transports…)
Events and activities:
- Activities and events for young people (extreme sports?)
- How is the nightlife? (Spots, prices, typical drinks...)
- Your opinion about music festivals
- Any beer tradition?
- Is there much mysterious tourism?
The country as a touristic destination:
- Has the country already been promoted as a tourist destination
- Weather, best time to visit…
PRAGUE
- What is particular about Prague? Why to go there?
- Activities and events for young people?
- Nightlife
- What can attract young tourism?
- Is there a typical festival in Prague?
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Online Survey
18
19
20
21
22
Results of the online survey:
49 answers
1. ¿Eres estudiante universitario?
Sí
46
No (Fin del cuestionario) 3
94%
6%
2. ¿Te gusta viajar?
1. 0 0%
2. 1 2%
3. 5 10%
4. 10 20%
5. 33 67%
3. ¿Con quién sueles viajar?
Con mi familia
Nº
20
%
22%
23
Con amigos
37
Con mi pareja
21
Me gusta viajar solo/a 11
42%
24%
12%
Que sea un lugar económico [4. ¿Qué factores te parecen más atractivos en la
elección de un destino?]
Totalmente en desacuerdo
En desacuerdo
Neutral
De acuerdo
Totalmente de acuerdo
Nº %
1 2%
1 2%
27
13
%
47
23
%
22
11
%
Cualquier destino si es con mis amigos [4. ¿Qué factores te parecen más
atractivos en la elección de un destino?]
Nº
Totalmente en desacuerdo 3
En desacuerdo
11
Neutral
10
De acuerdo
14
11
%
6%
22%
20%
29%
22%
Conocer lugares nuevos [4. ¿Qué factores te parecen más atractivos en la
Nº
En desacuerdo
0
Neutral
2
De acuerdo
11
36
%
0%
0%
4%
22%
73%
24
Que sea un destino fiestero [4. ¿Qué factores te parecen más atractivos en la
Nº
En desacuerdo
4
Neutral
24
De acuerdo
13
3
%
10%
8%
49%
27%
6%
Que sea un destino cultural con muchos lugares que visitar [4. ¿Qué factores te
parecen más atractivos en la elección de un destino?]
Nº
En desacuerdo
3
Neutral
10
De acuerdo
21
15
%
0%
6%
20%
43%
31%
5. ¿Dónde te sueles hospedar en tus viajes?
Nº
Hotel
37
Alvergue
17
Camping
4
Casa rural
8
Pensión
9
Couchsurfing
4
Casa de amigos/familiares 23
%
36%
17%
4%
8%
9%
4%
23%
Turismo cultural [6. ¿Qué tipo de turismo llama más tu atención?]
Nº
Nada
1
Poco
2
Neutral 10
Bastante 26
Mucho 10
%
2%
4%
20%
53%
20%
25
Turismo de diversión [6. ¿Qué tipo de turismo llama más tu atención?]
Nº
Nada
1
Poco
5
Neutral 3
Bastante 29
Mucho 11
%
2%
10%
6%
59%
22%
Turismo deportivo [6. ¿Qué tipo de turismo llama más tu atención?]
Nº
Nada
11
Poco
16
Neutral 8
Bastante 6
Mucho 8
%
22%
33%
16%
12%
16%
Turismo rural [6. ¿Qué tipo de turismo llama más tu atención?]
Nº
Nada
4
Poco
5
Neutral 12
Bastante 23
Mucho 5
%
8%
10%
24%
47%
10%
Turismo musical [6. ¿Qué tipo de turismo llama más tu atención?]
Nº
Nada
9
Poco
7
Neutral 17
Bastante 11
Mucho 5
%
18%
14%
35%
22%
10%
26
Turismo gastronómico [6. ¿Qué tipo de turismo llama más tu atención?]
Nº
Nada
5
Poco
5
Neutral 16
Bastante 21
Mucho 2
%
10%
10%
33%
43%
4%
Turismo itinerante (movilización a varios lugares) [6. ¿Qué tipo de turismo llama
más tu atención?]
Nº
Nada
2
Poco
6
Neutral 15
Bastante 15
Mucho 11
%
4%
12%
31%
31%
22%
Turismo urbano [6. ¿Qué tipo de turismo llama más tu atención?]
Nº
Nada
0
Poco
4
Neutral 13
Bastante 24
Mucho 8
%
0%
8%
27%
49%
16%
7. ¿Qué medios de transporte sueles utilizar para viajar?
Nº
Coche
28
Tren
22
Autobus 10
Avión
42
%
27%
22%
10%
41%
27
8. ¿Qué medios de comunicación sueles utilizar para informarte sobre viajes?
Nº
Televisión, radio o periódicos 10
Revistas
6
Internet
48
Flyers o carteles
0
Publicidad por la calle
0
Outros
3
%
15%
9%
72%
0%
0%
4%
9. ¿Has estado alguna vez en la República Checa?
Sí 14 29%
No 35 71%
10. ¿Te gustaría viajar a la República Checa?
1.
2.
3.
4.
5.
Nº
3
1
17
12
16
%
6%
2%
35%
24%
33%
11. ¿Por qué?
Porque me encanta todo lo que sea conocer cosas y gente nueva. Porque puede ser interesante
conocer el país. Por conocer el país Porque nunca he estado en un país del este y creo que
República Checa sería un buen comienzo. Estuve en Praga en 2009 y no me gustó, pero a lo
mejor era por mi estado de ánimo entonces, por lo que no me importaría volver. Porque no lo he
visitado nunca, por lo que me queda pendiente ir. - Barato y buena fiesta es un destino
interesante Me encantó lo humilde de su gente, la naturaleza centroeuropea es asombrosa y la
República Checa tiene una cultura impresionante y muy miscelánea. La capital dicen que es
preciosa, también me llama la atención que sea la Europa más central Nunca he estado y siempre
28
apetece conocer y descubrir nuevos lugares. Siempre he querido visitar Praga. Tengo muy
buenas referencias de amigos que han vivido allí. Es un destino económico que aparentemente
tiene muchas cosas que visitar. Es un país pequeño pero muy rico. Praga es una de las ciudades
más bonitas de Europa. Bueno es también muy bonito. Y creo que en todo el país hay una mezcla
entre lo tradicional y lo moderno que resulta muy interesante. Porque me han hablado muy bien
de allí, y es barato! Porqué es un sitio donde no he ido nunca Pues la verdad que no sé si me
gustaría viajar allí, no conozco No me dice nada. No es uno de mis destinos pensados. Porque es
ver cosas nuevas y aprender nuevas culturas Por los comentarios que tengo del lugar. Perquè
penso que pot ser interessant. Estaba en Praga en invierno hacía mucho frío y no se veía bien los
paisajes. Por falta de publicidad y notoriedad del país. No saber qué esperar de él por falta de
información xxx. Una amiga mía estuvo en Republica Checa y cuando vi las fotos tuve la
sensación que tenía muchas ganas de ir. No conozco nada, aparte de Praga, pero tampoco sé
deciros que hay allí... por comentarios de conocidos que han estado en la Republica Checa dicen
que es muy bonito, pero nada más! No me atrae No hay nada que me llame la atención del país.
Posiblemente porque tampoco se hace demasiada publicidad turística.
12. ¿Qué conoces de la República Checa?
Nº
Situación geográfica 36
Capital
36
Festivales
4
Cultura
11
Castillos
9
Gastronomía
10
Turismo negro
1
Nada
11
Outros
0
%
31%
31%
3%
9%
8%
8%
1%
9%
0%
13. ¿Qué te gustaria conocer de la República Checa?
Nº
Praga
37
Cultura
35
Castillos
31
Gastronomía 26
Turismo negro 6
Turismo rural 11
Nada
2
Otros
1
%
25%
23%
21%
17%
4%
7%
1%
1%
29
Tiene una gran cultura cervecera [14. ¿Cuál de las siguientes frases consideras
que describe bien a la República Checa?]
Nº
En desacuerdo
1
Neutral
25
De acuerdo
13
7
%
6%
2%
51%
27%
14%
País misterioso con gran cantidad de castillos [14. ¿Cuál de las siguientes frases
consideras que describe bien a la República Checa?]
Nº
En desacuerdo
2
Neutral
14
De acuerdo
24
7
%
4%
4%
29%
49%
14%
No conozco mucho la República Checa [14. ¿Cuál de las siguientes frases
Totalmente en desacuerdo
En desacuerdo
Neutral
De acuerdo
Nº
%
1
4
13
19
12
2%
8%
27%
39%
24%
Solo conozco Praga y me parece un destino muy interesante [14. ¿Cuál de las
siguientes frases consideras que describe bien a la República Checa?]
Nº
En desacuerdo
3
Neutral
12
De acuerdo
20
11
%
6%
6%
24%
41%
22%
30
Es un destino que no me atrae en absoluto [14. ¿Cuál de las siguientes frases
Nº
En desacuerdo
16
Neutral
7
De acuerdo
2
1
%
47%
33%
14%
4%
2%
15. ¿Conoces alguno de los siguientes eventos realizados en la República Checa?
Nº
Festival Colours de Ostrava
1
Czech Beer Festival Prague
5
Fiestas de San Mateo, Praga
2
Festival de música United Islands de Praga 0
Festival de música Hrady CZ
0
Masters of Rock Vizovice
1
Ninguno
40
Otros
0
%
2%
10%
4%
0%
0%
2%
82%
0%
Festival internacional de música indie, pop, electro [16. ¿A cual de los siguientes
tipos de eventos te interesaría más ir?]
Nº
Nada
5
Poco
9
Neutral 9
Bastante 15
Mucho 11
%
10%
18%
18%
31%
22%
Festival de cerveza [16. ¿A cuál de los siguientes tipos de eventos te interesaría
más ir?]
Nada
Poco
Nº
4
5
%
8%
10%
31
Neutral 10
Bastante 17
Mucho 13
20%
35%
27%
Parque de atracciones [16. ¿A cuál de los siguientes tipos de eventos te
interesaría más ir?]
Nº
Nada
9
Poco
8
Neutral 12
Bastante 11
Mucho 9
%
18%
16%
24%
22%
18%
Festival de música folk y rock en diferentes castillos [16. ¿A cuál de los siguientes
tipos de eventos te interesaría más ir?]
Nº
Nada
7
Poco
6
Neutral 7
Bastante 14
Mucho 15
%
14%
12%
14%
29%
31%
17. Edad
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
Nº
0
1
0
1
3
10
9
18
2
1
2
0
%
0%
2%
0%
2%
6%
20%
18%
37%
4%
2%
4%
0%
32
29.
30.
0
2
0%
4%
18. Sexo
Hombre
Mujer
Nº
18
31
%
37%
63%
33
CONTEST REGISTRATION
COOL CZECH REPUBLIC
TEAM NAME:
Gaston
TEAM MEMBERS:
Sandra Bonillo Rey
José Miguel Hernando Santacruz
CONTACT:
[email protected] // 0034 639621049
SCHOOL WHICH WE ATTEND:
Escuela de Organización Industrial (Madrid)
SCHOOL FOR WHICH OUR CONCEPT IS
CREATED:
Universitat Politècnica de València
COUNTRY FOR WHICH OUR CONCEPT IS
CREATED:
Spain
SUMMARY:
The target students of our campaign follow very similar partterns of budget,
likes and sources of information. Therefore, instead of trying to reach the
students ineffectively from a lot of different channels, we concentrate our
efforts in two main ideas which reach directly the target.
First, the creation of a video contest which pretends to motivate the
students to look for information about the Czech Republic, will increase the
general knowledge about the country and they will have it in mind as a
possible trip destination.
Secondly, by hanging posters in the university with cool pictures from the
Czech Republic, the country will be associated with coolness in the students
mind.
With this only a low part of the budget is used and it can be extended to any
other university in the country.
2014
Marketing Plan: Czech Republic for students
EXECUTIVE SUMMARY
1- Situational analysis
a. Context / Trends
b. Competitors
c. SWOT analysis
2- Assessment of target audience
3- Marketing strategy
4- Key products
5- Campaign layout and budget
6- Headline
7- Demonstration of Copy Writing
8- Visual Concepts
Sandra Bonillo Rey
José Miguel Hernando
13/04/2014
1. SITUATIONAL ANALYSIS
1.1 CONTEXT / TRENDS
The times when flying was a luxury and a high budget was needed to travel abroad are
over since some years ago, when the low cost airlines started to eliminate dispensable
costs and implement an aggressive pricing strategy to attract new market segments.
Today, travelling for young people is a MUST. Someone who has lived or travelled
abroad has a deeper knowledge of foreign languages, is more open-minded and has
experience with different cultures / traditions.
Among university students it is very common to travel abroad during semester breaks,
summer or weekends. Almost everyone has felt the need to disconnect from university
and spend some days in a new environment. Low cost airplane tickets have made it
possible. The destination is often chosen by the following criteria:
-
Price: the lowest flight price for the desired dates.
-
Exoticism: the destination is appealing for the students.
-
Friends: friends are in the destination country and accommodation will be free.
There are no low cost airlines for our desired route, therefore this marketing plan will
focus on the 2nd and 3rd criteria: making the destination appealing for young people and
offering accommodation for free.
The trend in this market sector, according to the World Travel Organization is that youth
travel is the fastest growing market segment and that in the near future youth
travel will represent a 25% of the worldwide tourism market.
1.2 COMPETITORS
The competitors considered are other European countries where it is easy to travel on a
weekend. Statistical data about tourism is hard to interpret because it does not
differentiate among young people travelling with friends, alone or with their parents, but
the favorite destinations are the following: Germany, Italy, the United Kingdom, France
and Spain. The positioning strategy in this plan will therefore take into consideration
what
the
Czech
Republic
has
to
offer
better
than
the
competitor
countries.
1.3 SWOT Analysis
Strengths
Weaknesses
1. Cheap living expenses (housing + food).
1. No low-cost airline connection. Relatively long flight
2. Attractive nightlife.
distance.
3. Different culture.
2. Difficult language.
4. Prague is a big, renowned city
3. Perception of non-safe country.
4. Different currency
Opportunities
Threats
1. Attract Spanish students for a weekend trip by changing
the improving perception of the Czech Republic by
showing
students
examples
of
other
1. Better offerings from other countries.
2. Opening of cheap routes to other destinations.
students’
experiences in the country.
2. Offer an attractive low cost offer for students (offer
weekend
packages
included, assuring
with
accommodation
no extra costs due
and
meals
to currency
exchange or unexpected prices).
3. Attract low cost airlines for creating new routes from
Spain to Prague by providing a big potential market of
travelers.
As we can see, the strengths and weaknesses are equilibrated, but the Czech Republic has a lot of opportunities to seize that could set the
country as a cool destination for youth.
2. ASSESMENT OF TARGET AUDIENCE
The target audience for this marketing plan is the students of the technical university of
Valencia, but the idea could be extended to all Spanish universities.
College students are a very special group, which we plan to approach from two different
perspectives: as regular tourists and as exchange students. We broadly consider
exchange students not only those who take full semesters abroad, but also those who
go for a one-week course, a workshop during their holidays or a language course.
In order to understand the needs of the students regarding their touristic and exchange
habits we focused in the following statistics from the technical university:
Students that finished degree in 2013
15,15%
Students abroad
8,4%
% Man
73.78% in bachelor
65.23% in Master
Students aged 18-28
87.42%
What we can see from this first numbers is that 15% of the students finish the degree
every year and they are high potential customers for a final year trip with the class
mates. The 8,4% study abroad every year and the Czech Republic should be presented
for them as a very good option and
there is a high percentage of men in the study
fields which will lead us to focus in certain products of the Czech Republic such as beer.
The first step for the marketing campaign would be to perform a survey to a
representative sample of students aged among 18 and 28, which is our target group.
This survey will let us know what our audience exactly looks for and it is the following:
Question
Answers
Travels abroad per year
1
2
3
4
>4
Income other than family
0
<200
<400
<600
≥800
Common abroad trip duration (days)
1
2
3-5
6-8
>9
Please answer the following questions, 5 meaning you strongly agree and 1 meaning you
strongly disagree.
Information
Official country web
1
2
3
4
5
Flight search engines
1
2
3
4
5
source
Interests
Friend recommended
1
2
3
4
5
Social platforms
1
2
3
4
5
Blogs
1
2
3
4
5
Video and photo platforms
1
2
3
4
5
Culture
1
2
3
4
5
Nightlife
1
2
3
4
5
Beautiful landscapes
1
2
3
4
5
Meet people
1
2
3
4
5
Cool
1
2
3
4
5
Dangerous
1
2
3
4
5
Cheap
1
2
3
4
5
Unknown
1
2
3
4
5
when
travelling
Czech
Republic
perception
Other (write which):
In a detailed marketing plan we would go to the target universities and perform the
survey but for our marketing concept we based our results in the answer of our friends
studying there. What we extracted from the interviews is that, as regular tourists,
college students have certain characteristics that will be highlighted next in terms of
budget, duration of holiday and leisure. First of all, a low budget is often the case for
obvious reasons. This drives students to choose hostels over hotels and to look for
cheaper restaurants or take-away food. A typical duration for a trip could range from 3
days up to a week. Longer trips are rare given the budget and time restrictions (even in
summer, young people often travel to multiple cities rather than staying for a long time
in the same place). This means trips at the destination, with some exceptions, will be
within the city, and that car rental is often out of scope. Finally, leisure activities are an
important aspect to take care of: traveling students are often very active and open to
do many things. Visiting the city’s monuments (even some museums) and engaging in
some “typical” activities are always in the agenda, as it is partying. An appealing
nightlife is key to attract students looking to party after their finals.
All the students are also very active in social platforms and check at least once a day
videos and pictures from friends online. This gives us an idea on how to approach our
target market segment.
The Czech Republic perception is sometimes unknown because students focus in
learning languages that can offer them a better job perspective (mainly English,
German, French) which brings them to travel to the countries with this official
languages. Moreover, there is some kind of fear because of the different currency and
the possibility of getting cheat with the change from EUR to CZK.
3. MARKETING STRATEGY
We are going to focus in two main ideas which intend to be very effective: objective is
to reach almost 100% of our target students and attract at least 50% with the idea of
travelling to the Czech Republic.
THE VIDEO CONTEST
Our audience gets the most information from video and social media platforms. We can
be in both platforms through a video contest which will be voted by social media. The
topic of the video will be the following:
“Get together some friends and win a trip to Prague. How? With 1 minute video
explaining what will you do on a weekend in Czech Republic OR which is your favorite
city from the Czech Republic and why OR sing a song in Czech! – You don’t have to
appear in the videos, but winning criteria will be: most convincing video, most funny.
Teams should be between 2-4 people.”
A trip to Prague is a very appealing award for students with low budget and it will
immediately catch the attention to the most ‘travelers’, who will look for a team and
further motivate other students.
By participating in the contest, students will research information about the Czech
Republic and look for positive aspects of the country. This will increase their interest and
will help them discover the land. It will be also necessary to provide a lot of “little
prizes” such as USB sticks with the contest logo (they are very used in the university),
pens, notebooks,… Because it is very important to have the maximum participation in
order that students get used with the activities the country gives, the cities and the
language.
The task is relatively easy compared with the prize; therefore the participation level is
expected to be high and everyone will be able to vote on social networks which video
was most convincing or funnier. We pretend that funny videos increase the motivation
for other students to watch the videos.
PROMOTIONAL POSTERS
A very effective marketing tool will be to hang posters informing about the contest and
the country around the university building. It is where students spend most of the time
and seeing an appealing picture from the Czech Republic every day will encourage
students to travel there.
PROMOTION THROUGH UNIVERSITY INTERNATIONAL OFFICE
Promotional videos and some extra information about Czech universities should be sent
to the international office and posted on their website among other opportunities to
study abroad. The goal of this initiative would not only be to attract exchange students,
but also to place the Czech Republic at the same level as most common destinations for
Spanish exchange students: France, Germany and the UK. Suggesting the Czech
Republic as an academic destination would indirectly make it a more approachable
touristic destination.
4. KEY PRODUCTS
Český Krumlov
•
Medieval city in South Bohemia, home to the second
biggest castle in the Czech Republic.
•
UNESCO World Heritage Site
•
Near Šumava National Park, a beautiful destination for
hikers, cyclists and canoeists.
Karlštejn Vintage
While we could name numerous places to enjoy a traditional
grape harvest, Karlštejn Castle wine festival stands out to
provide a unique experience.
Located 30 km southwest of Prague, the impressive medieval
stronghold hosts an unforgettable event that combines food,
History and music.
Pilsner Urquell
Don’t
miss
the
chance
to
visit
the
brewery of one of the world’s most
famous beers, all while discovering its
hometown Pilsen, a Czech cultural center
located 90 km west from Prague.
5. CAMPAIGN LAYOUT AND BUDGET
2015
Prize trip
4 people, 3 days, €150/plane ticket,
€15/night, 200€ for the group to
spend in a cultural activity
Merchandising
8 T-shirts (€5), 12 USB-keys (€5),
20 notebooks (€1), 40 pens (€0,50)
Posters
20 posters (€5)
Labor
€5/hour, 5 hours/average week
(student to place posters, update
website, answer e-mails, watch
videos, distribute prizes)
Total per month
Jan
Feb
Mar
Apr
May
Jun
Total
per
item
0€
0€
0€
0€
0€
980 €
980 €
0€
0€
0€
0€
140 €
0€
140 €
100 €
0€
0€
0€
0€
0€
100 €
50 €
650€
150 € 50 €
50 €
250 € 50 € 50 €
150 € 200 €
150 € 340 € 1030 € 1870 €
6. HEADLINE
“Imagine and live your story”. The main purpose of the marketing plan is to promote
students participation in a video contest where they have to explain a story of what they
will do in a weekend in the Czech Republic. The prize is that they will be able to make
their story true if they’re chosen. Therefore we think that this slogan will be inspiring
and motivate the students to participate.
7. DEMOSTRATION OF COPY WRITING
What we pretend to do with this sentence is to give the image that the Czech Republic is
cool, comparing it with Oktoberfest which is the most well-known beer festival in the
World.
The fact that we ask if the students have no money for the Oktoberfest, is the key point
in order to attract the students with low budget, which are the most of them. We are
saying that you can get the same in the Czech Republic spending less money and that it
can be at every time of the year.
Finally, we also have to notice the word “stop by”, which gives the feeling of the
possibility of making a short trip.
8. VISUAL CONCEPTS

Marketing Campaign “CONOCE A LA CHECA” MIM

Transcripción

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