Marketing Proposal

Spandan, the annual mega media festival organized by the students of journalism and mass
communication (BJMC) of Vivekananda Institute of Professional Studies is one of the biggest
media festivals of Delhi. This year, we bring to you a harbinger of successful events through
incorporating an amalgamation of knowledge and talent.

Objective: Our objective is to make Spandan known in every nook and corner of Delhi and an
entity which cannot be forgotten. By the end of Spandan 2015 it should become a name which
becomes a permanent association with VIPS. This year we are going to organize the 12th edition
of Spandan, and yet we seem to have missed out on collecting the optimum amount of
appreciation, audience and participation. Therefore, this year, marketing department aims at
effective campaigning and activation strategies. We aim at making Spandan a hit through a
collection of online and offline; pre and post event activities.

Promotional Activites:

Pre-event:

1. PSMs: We intend to bring out a series of PSMs one after another during the two months
before Spandan. These PSMs will have an adequate emotional quotient and will be
uploaded at regular intervals during the two months preceding Spandan. The production
team will carry out the task. Spandan will reap out constant recognition through this
Campaign. The main objective of this campaign is to keep Spandan floating in the air
through the time we are trying to make it happen. Regular updation of the PSMs will
ensure the maintenance of Spandan’s reputation throughout its preparations.
2. Inter-College Promotions: We plan to hold debates/discussions on in different colleges.
Selected students will further be invited to attend Media Panchayat. These selected
students will meet the panel after the session for more discussion. This activity will
encourage more intelligent participation in media panchayat and make the entire event
more dynamic and resourceful. This will also enhance VIPS’ image as a Journalism
school. If the activity goes as it is planned, it will help in creating future demand for
Spandan.
3. Online Promotions: We aim at promoting every update of Spandan through social
media, so that Spandan never gets out of trend. Various platforms will be used to promote
the event, such as Facebook, Twitter, Instagram and Snapchat. Spandan’s account on all
these platforms will be kept regularly updated. This will benefit us setting the trend on
every medium, be it image sharing of text sharing or video sharing platform.
4. Launch of Logo and Website: We intend to launch the logo and Website of Spandan by
the next week. The launch of logo and website will permit all the departments to go
further with their plans. This will have to be a very important and punctual step.
5. Flashmob: Flashmobs (if only done in large numbers and good co-ordination), prove to
be a very good activity that help a lot in attracting a lot of attention. Flashmobs don’t
require much budget and are not very difficult to execute and as an outcome, a lot of
 attention and awareness can be achieved through them. Flashmobs will be done around a
week before Spandan, so that enough hype could be created for the main event.
6. A Journalist as an Ambassador: Media is the fourth pillar of democracy and we at
Spandan are among the few people who celebrate media every year. So in order to reach
a wider audience, we propose to have a renowned media person as the media ambassador
of Spandan. His/her association with Spandan can create a reputation of the event as well
as help in the promotions and media planning.

How do we decide, who?

We shall decide by keeping the objective of Spandan in mind and looking at the
reputation, audience and say of the journalist. Also the feasibility would play a role.

7. ‘Do you fit in challenge’: ‘Do you fit in challenge’ is a proposed marketing campaign
planned to promote the potential title sponsor of Spandan- ‘SportsFit by M S Dhoni’ in
order to strengthen Spandan’s proposed collaboration with them. It will benefit both the
parties on a large scale.
What would be the terms of collaborations?
SportsFit would become the title Sponsor of Team Spandan. We shall do the campaign
‘Do You Fit In’ to benefit from the association of M S Dhoni with Spandan. Campaign
would be as follows:
M S Dhoni would come to the VIPS Campus to kick start the marketing campaign of
Spandan as well as SportsFit.
The campaign would be named ‘Do You Fit In Challenge’.\\
 MS Dhoni would do certain fitness exercises along with thousands of student of
VIPS in the ground.
 A video would be made and MS Dhoni alongwith the students would be
challenging three celebrities to do the same and upload a video of them.
 They would be asked to nominate other three. That way a nationwide chain would
be followed.
 Press would be invited to cover the same and press release would include details
about VIPS and Spandan.
 The official video must be made public through official social media platforms of
Spandan and the hashtag of Spandan as well as SportsFit would be used.
 The official video would include the branding of Spandan as well as SportsFit.
 Other various PR and marketing campaigns for SportsFit would be followed.

Post Event:

1. Follow-ups: After the event, the marketing department will be responsible for the
following-up with all the sponsors, delegates, participants etc. A follow-up plan is very
effective for warming up the leads, the best and most successful way to garnish good
leads is to reach out and follow up as soon as one can. Therefore, follow-ups must be
done within 3-4 working days after the event, so that Spandan could remain afresh and
maintain a positive image for itself among the leads.
Media List

The Media List will be prepared by the students of Marketing Department. It will have all the
current contact details of the concerned media persons. The responsibility of preparing the Media
List lies upon two students of the Marketing Department, viz.

1. Surbhi Bangani
2. Simran Gambhir
3. Akshay Tyagi
4. Prini Aggarwal
5. Ishant Gulati
6. Kritika Wasson
7. Karan Chugh
8. Aishwarya Gaba
9. Isha Bhalla
10. Ritika Vaswani
11. Varsha Varma
12. Shruti Mehrotra

Media Partnership

The media has to be credited with helping us build the Spandan brand. With events happening
around the clock, Spandan offers its media partner an outstanding opportunity to capture the
vivacious spirit of today’s youth.

How Spandan is a good platform ?

 Public Outreach of more than 10,000 students over 4 days

 Brand Outreach in over 60+ colleges pan India

Benefits offered to the Media-

The following is a list of benefits available to our Media Partner:

 Rigorous promotion of the Media Partner through the website of the Spandan with an
active link placed so as to direct the online traffic on the website of the Media Partner,
 Presence of the Media Partner in all promotional collaterals of Spandan. These would
include all the posters, leaflets etc.
 Informational/ Promotional stalls placed at strategic locations within the venue
 Standing banners at strategic locations
 On-site signage or presence
 Title of featured event/area (optional only in the case of partial/pure barter)
 Right to use Spandan logos
 presence on Spandan souvenir
 Tickets/hospitality
  Rights to survey audience on-site
 Spokesperson / access to eminent personalities
 Introduction to co-sponsors / cross-promotion opportunities

Benefits for Spandan-

The following is a list of requirements from our media partner:

 Media coverage on partner channel (In case of Electronic Media Partner)

 Minimum of two articles in the newspaper (In case of Print Media Partner)
 Social media promotion through media group handles
 Rj / anchor mentions
 Rj/anchor presence at event ( as a Host/ Jury )

Press Conference

There Shall be two press conferences held:

Pre –event
Date - 2 November, 2015
Venue – Conference Room

Post- event
Date – 6 November, 2015
Venue - Conference Room

Special Requirements

We understand that your media partnership requirement might be different from what we have to
offer. If you have any special needs or requirements regarding your partnership or promoting
yourself at Beaker head, we are happy to discuss further to see how we may be able to
accommodate.

Branding:

History

All the previous 11 editions have had their logos theme centric and it has changed over the years,
this year we propose the logo which can be sustained for the coming years and passed on as truly
as a legacy.

Logo
Spandan, literal meaning of the word is pulsation; combing it with the first letter of the name of
the fest, we get our logo.

Semiotics

The colour of the logo is Red which has an energising, dynamic and powerful impact on the
human brains. The rest of the colours on our palette are; Aqua, Ginger, Puce, Olive and Teal.
They have the following impact on the human brains:

Colour Scheme for the Collaterals

Aqua - Soft, Cool and Young

Ginger – Powerful and exotic

Puce – Classy

Olive – Space and Wisdom

Teal – Sophisticated and Confidence

From left to right: Aqua, Ginger, Puce, Olive and Teal.

Budget:
Event list Amount
Logo and website launch 5000
Flex, Banner, Flags, Pamphlets etc. 20,000
Inter College Promotion 5000
Online Promotion 0
Flashmob 1000
Journalist ambassador 60,000-70,000
Do you fit in 20,000

Scheduling:

Event / September - November

Periodicity

Logo & Website

PSM

Journalist
Ambassador

Fitness
Collaboration
Online
Promotions

Inter College
Promotions

Flashmob

Followup