DECEMBER 4, 2015

STRATEGIC COMMUNICATION PLAN

2016 CONFERENCE

VICTORIA YOGA CONFERENCE: FEBRUARY 5-7, 2016

Confidential

STRATEGIC COMMUNICATION PLAN

BACKGROUND
Founded in 2013 by community event producer and connector Carolyne Taylor,
the Victoria Yoga Conference takes place in February 2016 for the fourth
annual event. The VYC strives to provide something for everyone: from the
curious to the serious. You dont have to be a hardcore yogi to enjoy this event:
all levels are welcome.
The VYC offers a balanced combination of business, relaxation, enlightenment,
strengthening, stretching, and playing. There is a marketplace full of local
entrepreneurs, a series of inspiring workshops, and spirit-lifting dance parties. A
strong entrepreneurial component is present throughout the conference.
Offerings include teacher talk shops and a business series designed to assist
studio owners and teachers on how to market themselves and truly make a
business of their passion.
This three-day event is designed for all ages: from kids yoga to community yoga
to workshops on Strategic Manifestation, there is something for everyone. The
VYC offers a place for connection, discovery, and growth. As a full access ticket
holder, you have the power to design your days by choosing from a series of
presentations, classes and workshops.
OBJECTIVE
The purpose of this communication service is to deliver information and content
to a broader audience about the community-centered diversity of the Victoria
Yoga Conference, in order to increase awareness of the event, sponsorship,
Marketplace attendees, and overall conference attendance, to be
completed by February 5, 2016 under the guidance and support of the client.
GOALS

Increase overall attendance to the event

o Last years event had a total of 320 attendees
Increase awareness of the event on Vancouver Island and the Lower
Mainland
Increase publicity and engagement through strategic use of social
channels
Increase number of visitors to the marketplace
Spread reach to local entrepreneurs to be exhibitors at the event
Create more beneficial partnerships with studios on Vancouver Island
Increase event sponsorship opportunities

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Strategic Communication Plan

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TARGET MARKET/AUDIENCE
1. Event attendees:
Ages 18 - 75
Students at local universities (Camosun, UVic, Royal Roads)
Yoga teachers in Victoria and on Vancouver Island
Health professionals
Largely female audience with strong male presence
Regular yogis in the Victoria area
yoUnlimited members/affiliates
Professionals/entrepreneurs associated with 24 Carrot Learning
2. Yoga teachers, presenters, exhibitors, ambassadors (These people
mutually benefit from the VYC)
Regular following of event presenters & teachers
Customers and connections of exhibitors
o Are we capitalizing on this enough? Can we do more to
engage that existing audience? Interaction with
ambassadors and exhibitors and their followings
3. Marketplace/community attendees
The community of Greater Victoria
Potential tourists, travelers, or visitors
People looking for weekend activities
Entrepreneurs, yoga studio owners, yoga teachers, health & wellness
practitioners
4. Potential sponsors and studio partners
Local yoga studios
Studios across Vancouver Island
Local media event sponsors (i.e. radio stations)

TARGET REGIONS

Local
Greater Victoria
Tofino
Gulf Islands
All of Vancouver Island
Mainland B.C.
Vancouver & Lower Mainland
Sunshine Coast & Interior communities
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Strategic Communication Plan

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Pacific Northwest States

Seattle & surrounding area

Alberta
Calgary
Edmonton
KEY MESSAGES

The VYC has something for everyone: from the curious to the serious
Value: TED talk style event, two days of 30 different workshops/classes,
access to Marketplace, photo booth, tea and lounge
We are a cOMmmunity that promotes growth, wellness, and
entrepreneurship

MANDATE WHAT DO WE STAND FOR?

Heart-centred & inclusive community: all ages and levels are welcome
Spirit of giving back: scholarship opportunities for yoga teachers &
conference attendees
Entrepreneurial spirit, community connection, & personal growth

POSITIONING
Promote the Conference in step with:

An investment into personal & professional growth

o The kind of event where networking & heartfelt connection can
coexist

A friends/girls weekend
o Opportunity for connection & development
o Victoria as destination getaway with many local and cultural
offerings

A weekend family event

o Kids yoga
o Marketplace
o Live music
o Community classes

The ultimate West Coast yoga & community experience

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Strategic Communication Plan

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o Only yoga conference on Vancouver Island

o An opportunity for physical, emotional, spiritual, & entrepreneurial
growth
SWOT ANALYSIS
Strengths

Fourth annual year + growing

All ages + all yoga levels
Marketplace + community
classes available to anyone
Element of giving back:
scholarships available
Family-oriented activities: live
music, dance party, photo
booth, kids yoga
Something for everyone: from
the curious to the serious
Strong community following +
connection
Event supports local teachers,
studios, and business owners
Conference offers
opportunity for meeting new
people, networking, learning,
and enjoyment

Weaknesses

Finding sponsorship interest

how can we create stronger
partnerships with
organizations & businesses to
support future growth
Create and foster
relationships with related
businesses & organizations for
more ambassadors, studio
partners, and marketplace
exhibitors
Increase awareness of the
event and overall
attendance
Position ourselves as an event
that is unique to Vancouver
Island
Grow the VYC into a province
wide or nationwide
destination

Threats

Not a significant amount of

man power
Lacking consistent approach
to social media and
engagement across all
channels
Not a non-profit, which can
be limiting for sponsorship
and media coverage

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Opportunities

No corporate sponsorship in
order to provide strong
financial base for growth
Cost of event can be limiting
for some people
Time sensitive campaign with
a fast approaching date
Competition for marketplace
with Victoria Public Market

Strategic Communication Plan

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PROCESS
Objective

Deliverable

Implementation

Timeline

Inform,
engage, &
interact with
existing
followers/
community
audience

Social media
strategy plan with
content
suggestions &
guidelines

Design: Maddie

Jan 1st
ongoing

Streamlined
Newsletter design

Design: Maddie

Press Kit

Design: Maddie

Engage local
and online
media
sources

Increase
overall
attendance/
awareness

Implementation/Posting:
Katie

Implementation/Distribution:
Katie/Carolyne
Implementation/Distribution:
Katie/Carolyne

Jan 4th
ongoing
Jan 15th
ongoing

Pre-event Media
Release with
invitation for
coverage

Maddie

Jan 25th

Post-event
Review/Release

Maddie

Feb 8th

Post-event
Newsletter

Katie/Carolyne

Feb 10th

Community/Local
Media Event
Calendar
Postings

Maddie

Ongoing

TACTICS
1. Increase overall attendance using a streamlined approach
Generate positive feedback & engagement with existing attendees
Use presenters, teachers, exhibitors & studio partners to promote the
event and engage new audiences
Heightening awareness through print advertising/Facebook
advertising
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Strategic Communication Plan

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Engage local media through media releases and event coverage

2. Find opportunities for sponsorship

Reach out to yoga, health, community related organizations or
companies aligned with the VYC values using press kit materials
and sponsorship packages
3. Increase awareness, knowledge, and access
Engaging and informing social media audiences with social strategy
Keep subscribers informed with consistent newsletter with a
streamlined template
Engage with local media, bloggers, yogis, studios, and businesses in
order to increase awareness and engagement
4. Promote Marketplace & encourage casual by passers to attend
Feature marketplace exhibitors on social channels and websites to
increase draw
Encourage exhibitors to promote their business in step with the VYC
Evaluate attendance in comparison to past years
5. Increase engagement on social channels
Leverage social content and engagement through ambassadors,
local studios, exhibitors
DELIVERABLES

Social media strategy

Press release articles/features in local media
Press kit/promotional material package
Streamlined newsletter template

EVALUATION
In order to evaluate success, we will examine goals and objectives
after the event to see whether targets have been met. Evaluations
include:

Increase in ticket sales and marketplace attendance

Increase in subscribers to newsletter

Local media coverage and engagement before, during, and after the
event
Measure increase in engagement and following on social channels
Positive review and feedback from attendees

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Strategic Communication Plan