The Marketing Plan:

Product Definition: The Product is The Cultural Olympiad, which is an ongoing event running alongside the Olympics in London, it is seen as the creative side of the Olympics for people who are not interested in the sports side.

Situation Analysis: The Cultural Olympiad is still widely unknown due to lack of marketing and advertising. There is a lack of a brand. There is not a good website for The Cultural Olympiad. Not making good use from marketing and advertising.

Competitive Environment: Other activities and events will also be happening around the same time as The Cultural Olympiad, and we will have to prove that our audience should come to the Cultural Olympiad.

Target Market: Aims at a younger audience around the London area, people who have an interest in art and different cultures.

Budget: Our campaign strategy will need to be funded as they will all cost, but hopefully the money would be gained back as the advertising would bring more people to the Cultural Olympiad.  

Action Plan: Our action plan is to promote and advertise on busses, hand out leaflets, giving free samples of things and stationary etc.

We have re designed the logo with more of an independent look to the actual Olympic games logo so people can distinguish between the two. It’s a lot brighter with more colours that stand out to make it more visually appealing than the original, which has a younger look to it as the target audience is students.

We will be using a lot of print based advertising materials. We will place posters/leaflets around colleges/university’s/schools as this is a good way of getting the logo seen in which case people will hopefully see it and start asking/talking about the event.

One of our biggest aims is to successfully viral market the event. Bringing it to social networking sites, banners on websites, mail outs etc. this will hopefully work well in our favor as this demographic use the internet on a regular basis and will more than likely see it.

The Olympiad tour bus will be a real statement piece in this advertising campaign as it will be hard to miss with the colorful logo, freebies, and mega phone. The theory is people love freebies and hype and this is something that has all of that. We’ll place it in major cities like Manchester, London. Birmingham, Portsmouth, Southampton, Cardiff etc. in city centers, the beach where it will be un-missable to crowds.