1. POETRY
& WINE
Poet in the City
Communication Plan for Poetry & Wine 2013
Anne Solenne Ogée
Andrea González
Christopher Stanley
Mathias Gaucher
30.11.2012

2. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
PESTELANALYSIS
Economic factors
Financial crisis - Less able to donate money to charity.
Preference for affordable personal pleasures.
Technological factors
Use of online and social media for direct bidirectional
communication
Saturation: too much information and marketing messages
Social consciousness is a rising value (Smith 2011)Social factors

3. Situation Goals Target Message Campaign Budget Measurement
Poet in the City
SWOTANALYSIS
• Connections with celebrities
• Experience in the charity event's
organization
• Porspect data from previous events
• Charity purpose
• Venue to organize the event
• Wine provided at no cost for the
organization
• £25 ticket for a wine tasting (moderate
price)
STRENGTHS
• Specific target (narrow) for the charity
• Different key theme for this particular
event: wine instead of poetrySpecific
target (narrow) for the event
• £25 ticket: might be perceived as too
cheap
• High number of tickets to sell: 300
• Bonds with corporations: might be
perceived as a corporate and not a
charity event.
WEAKNESSES
• Numerous connections between wine
and poems
• Wine tasting appeals to more people
than Poetry
• Develop “brand” awareness
• Absence of charities combining wine-
poetry
• Wine tasting usually really expensive
OPPORTUNITIES
• Numerous wine wine-tasting events in
London
• Numerous charity events in London
THREATS
POETRY
& WINE

4. Situation Goals Target Message Campaign Budget Measurement
COMPETITION:WINETASTINGEVENTS
NAME DURATION PRICE VALUE
POETRY AND WINE One evening £25
16 - 20 fine French
wines
Wine Unearthed One day workshop £89
wine tasting plus 3
course meal
London Wine
Academy
One evening £120
wine tasting plus one
course
Vinopolis 15 minutes £27 7 wines
West London Wine
School
One evening £22.5 6 wines plus food
Roberson Wine
Horizontal Tasting
One evening £80 High quality wines
Roberson Wine
Christmas Tasting
One evening £20 50 wines
POETRY
& WINE
Poet in the City

5. Situation Goals Target Message Campaign Budget Measurement
EVENTCHARACTERISTICS
Poetry and Wine 2011 Poetry and wine 2013
• September
• 82 tickets sold
• £26
• 6 panel prestige invitations
• Communication though its blog and
social media
• 36 Chilean wines and Chilean poetry
• March
• 300 tickets scheduled to be sold
• £25
•Venue : Clifford Chance (30th floor)
• Event partner : the Wine Society
• 16-20 French wines and French poetry
• Official taster : Ewan Murray
•Actor : Simon Callow
POETRY
& WINE
Poet in the City

6. Situation Goals Target Message Campaign Budget Measurement
EVENT GOALS COMPANY GOALS
•Inform: to inform people about the
event
•Attract and collect: sell the 300
tickets at 25 each to raise money
•Increase poetry and brand
awareness
•Reach new audiences
•Create sustainable partnerships
for the future
•Develop private philantropy
•Program live poetry events with
leading venues and creative partners.
•Work with festivals and universities
to promote poetry amongst new
audiences (under-25s)
•Champion innovative aspects of
poetry
• Raise money for educational work
SHORTTERMLONGTERM
POETRY
& WINE
Poet in the City

7. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
Poetry and Wine primary target
THE WINE LOVERS
Poetry and Wine secondary target
THE POETRY FRIENDS
Geographic London%and%proximity London%and%proximity
Demographic
Men%and%women
+%30%years%old
High%income
Educated
Qualified%Professionals
Men%and%women%
+%25%years%old
Educated
Students%and%qualified%professionals
Psycographic:
Attitudes /
opinions
Wine%lovers%or%interested%in%wine%and%learning%
more%about%it
Social%lifestyle
Interested%in%poetry%and%supporHng%the%
charity
Usage
May%have%aIended%other%wine%tasHng%events%
before.
They%have%never%aIended%Poet%in%the%city%
events%before
Have%aIended%other%Poet%in%the%City%events%
before
Are%currently%friends%of%the%Charity

8. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
WINE
Good opportunity to taste and learn more
about fine French wine
By attending a wine tasting event you are
helping raise money for a good cause:
promote poetry
POETRY
Poetry gives a twist to the event, as poetry
and wine complement each other:‘wine is
bottled poetry’ R.L. Stevenson
CHARITY
1.Wine lovers
2. Poetry friends
1. Poetry friends
2.Wine lovers
Added value for
both

9. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
Wherever there is love and passion
POETRY AND WINE
are not far behind

10. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
How to communicate with them?
WINE
LOVERS
•No existing links with the charity
•Need to create awareness about the event
•Give information
•Focus on persuasion: emotional appeal
•Action: ticket purchase
HIERARCHY OF EFFECTS MODEL (Colley 1961)
Awareness Comprehension Conviction Action

11. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
How to communicate with them?
POETRY
FRIENDS
•Already know the organization
•Existing connection with the charity
•Cognitive information
•Rational appeal: benefits for the charity
COGNITIVE INFORMATION MODELS: TORA
Belief Attitude Behavioural intention Behaviour

12. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
Mid- December January February March 19 of March
WINE
LOVERS
POETRY
FRIENDS
Public performances
Card flyers
Social Media
Bloggers
6 panel leaflet
street and wine bar
distribution
POETRY&WINEEVENT
Email invitation
Online booking + confirmation/thank you email
Cognitive - Online
Awareness - Physical
Comprehension + conviction - Online
Comprehension + conviction - Physical
Action

13. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVENT
Email invitation
Online booking + confirmation/thank you email
POETRY FRIENDS

14. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVENT
Email invitation
Online booking + confirmation/thank you email
POETRY FRIENDS
Thursday 10
St Paul’s
Cathedral
Friday 11
Borough
Market
Saturday 12
Covent
Garden
Sunday 13
Primrose
Hill
4 volunteers: 2 actors + 2 handing the cards
‘Spontaneous’ representation of an argument between two men
using fragments from Rimbaud andVerlaine’s letters

15. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVENT
Email invitation
Online booking + confirmation/thank you email
POETRY FRIENDS
19.03.2013
Wherever there is
love and passion...
Do you want to know why they are arguing?
www.facebook.com/poetinthecity | www.poetinthecity.co.uk

16. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVENT
Email invitation
Online booking + confirmation/thank you email
POETRY FRIENDS
Wine bars
Gordon’s wine bar
Terroirs wine bar
Wine shops
Nicolas
Majestic
Cannary Wharf
Clifford Chance
Building Lobby

17. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVENT
Email invitation
Online booking + confirmation/thank you email
POETRY FRIENDS

18. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
WINE LOVERS Performances + Cards Social Media
Bloggers
Leaflet
EVENT
Email invitation
Online booking + confirmation/thank you email
POETRY FRIENDS

19. Situation Goals Target Message Campaign Budget Measurement
POETRY
& WINE
Poet in the City
500 Flyer Cards £49.99
500 6-panel leaflets £79.99
Volunteers’ travel
expenses
£80
TOTAL CAMPAIGN £209.98

20. Situation Goals Target Message Campaign Budget Measurement
Poet in the City
POETRY
& WINE
Short-term goal Have we sold the 300 tickets?
Long-term goals
Have we made any new Friends or received donations
from the people attending the event?
Have we created a solid partnership with Clifford Chance?

21. POETRY
& WINE
Thank you for your attention!
Anne Solenne Ogée
Andrea González
Christopher Stanley
Mathias Gaucher
30.11.2012

22. POETRY
& WINE
References
30.11.2012
Smith, P.R. & Zook, Z. (2011) Marketing Communications: Integrating Offline and Online with Social Media. 5th Edition. London: Kogan Page
Publishers.
Rimbaud,A (2009). RImbaud: oeuvres complètes. Paris: Gallimard. 1101.
Verlaine, P (1938). Verlaine: oeuvres poétiques complètes. Paris: Gallimard. 1547.
De Pelmasker, P, Geuens, M andVan den Bergh J (2007). Marketing Communications a European Perspective. 3rd ed. Edinburg: FT Prentice
Hall. 610
Facebook (2012). Poet in the City,Available from: <https://www.facebook.com/poetinthecity?fref=ts> [Accessed: 27 November
2012]
Gordon’s Wine Bar (2012). Gordon’sWine Bar,Available from: <http://www.gordonswinebar.com/default.php> [Accessed: 27
November 2012]
London Wine Academy Limited (2012). WineWorkshops and EveningWine Courses,Available from: <http://
www.londonwineacademy.com/> [Accessed: 27 November 2012]
Poet in the City (2012). Poet InThe City.Available at: http://www.poetinthecity.co.uk/ [Accessed: 17 November 2012].
Roberson (2012). The ChristmasWalkaboutTasting:TheWorld ofWine, a RobersonWineTasting,Available from: <http://
www.robersonwine.com/tastings/081350> [Accessed: 27 November 2012]
Roberson (2012). The Horizontal, a RobersonWineTasting,Available from: <http://www.robersonwine.com/tastings/1010119>
[Accessed: 27 November 2012]
Terroirs Wine Bar & Restaurant (2012). TerroirsWine Bar & Restaurant,Available from: <http://www.terroirswinebar.com/>
[Accessed: 28 November 2012]
Vinopolis (2012). VinoplisTaste Experience,Available from: <http://vinopolis.co.uk/whats-on/> [Accessed: 27 November 2012]
Wine School Franchises Ltd (2012). West LondonWine,Available from: <http://www.westlondonwineschool.com/> [Accessed: 27
November 2012]
Wine Unearthed (2012). WineTasting Experience Days London & UKWide,Available from: <http://www.wineunearthed.co.uk/
index.html> [Accessed: 27 November 2012]
Clifford Chance (2012) Clifford Chance London, Available from: <http://www.cliffordchance.com/about_us/find_people_and_offices/
offices/london.html> [Accessed: 27 November 2012]