1.Brand value
Organa focuses on organic, non-hazardous products. Look for brands with the same values in different areas such as beauty, skin care, hair, and wellbeing. At the same time, the brand continues to work with charities to donate 2% of profits to charities. In July, Organa is plan to hold an event for VIP customers. The event will work with the British Skin Foundation. Founder Niki is committed to making Organa an organic retail website that is suitable for family.
2.Brand experience
This event in July was very important for Organa. Through this event, the brand can strengthen communication with customers and communicate with cooperative brands. This is like a huge platform, bringing together all the participants, sharing their experiences and laying the foundation for further cooperation. Especially for Organa, the brand is still in the early stage of development, and the success of this event has a huge impact on the brand value building.
3.Project strategy plan
3.1.location research
Our team went to the area near Chelsea for the venue research. We first went to the Saachi Gallery, located close to the subway station, and the environment was good and the space was enough. But after learning that the price was 6,500 pounds, we had to give up the plan. After that we went to the The Kensington Hotel and asked about the rental site. Observing that the venues that the hotel can provide are very limited, the interior decoration is more like providing business meeting than hosting events. Finally, we found an empty store near Fulham Rd as an alternative plan for the event venue.
3.2.Blogger influencer research
We also plan to invite bloggers with some influence on social media to participate in our activities. Our group do the research through social media, mainly Instagram, by searching for keywords such as: organic, beauty, travel and so on. We have selected several bloggers in the UK, and they have in common a certain number of fan bases, and their post content is associated with our event theme.
3.3.Brand cooperation research
In terms of co-branding, we have mainly researched in the field of hair products. We selected some slogans for natural, organic hair care brand, and the company is located in the UK. The popularity of these brands is not so wide, which is an opportunity for cooperation and development for Organa and the brand, so this event is also an opportunity for Organa to show brand strength to these brands.
3.4.Expert research
In order to enrich the content of the event, we looked for industry experts who are suitable for the speech. Kevin Murphy is an expert in the hairdressing industry. He owns the hair brand of the same name and founded a hairdressing school. If we can invite him, this will greatly enhance the visibility of our event.
3.5.Charity collaboration
British Skin Foundation is a UK charitable organization that helps skin patients by raising funds for important research. This foundation has the same brand value as Organa. This event, in collaboration with the Foundation, we can invites Foundation experts to give lectures on skin diseases. Organa’s original intention is to provide customers with organic and healthy products. So such cooperation can help build brand awareness.
4.E-invite and merchandising Moodboard
At the event site, a large number of green plants can be used to arrange the venue to create a theme that is responsive to travel and organic. And plan a photo wall to facilitate customers to share photos to social networking sites.
5.Team role
In this event, the main task of our team is to find the partner brands and bloggers. And attract more followers by operating social media networks. Promote the event and achieve maximum results.
In the group, my role is Activity Director, including the planning of activities and the search for brand cooperation resources.
Reference
British Skin Foundation. (2019). British Skin Foundation. [online] Available at: https://www.britishskinfoundation.org.uk/ [Accessed 13 Jun. 2019].
Pinterest. (2019). Pinterest. [online] Available at: https://www.pinterest.co.uk/search/pins/?q=public%20chair&rs=typed&term_meta%5B%5D=public%7Ctyped&term_meta%5B%5D=chair%7Ctyped [Accessed 13 Jun. 2019].
Instagram.com. (2019). KEVIN.MURPHY (@love_kevin_murphy) • Instagram photos and videos. [online] Available at: https://www.instagram.com/love_kevin_murphy/?hl=en [Accessed 13 Jun. 2019].
Organa Beauty & Wellbeing. (2019). Organa Beauty & Wellbeing. [online] Available at: https://www.organabeautywellbeing.com [Accessed 13 Jun. 2019].
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