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key details

Project plan version 1

Date of delivery: 23-09-16
Proposal for educational music-event: Pandastic!
Venue of event: Westergasfabriek, Amsterdam
Date of event: 7-8 october 2017
Maximum amount of vistors: 5000
Intended for client: WWF

Contact us:
551818@student.inholland.nl
+31615128857
J.J Allanstraat 447, 1551RL, Westzaan
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index

1.Introduction ........................................................................................................................ 4
2.Project content ................................................................................................................... 5
The concept ....................................................................................................................... 6
3.Marketing and communication ............................................................................................ 9
4.Management .....................................................................................................................14
5. Expenses .........................................................................................................................18
Bibliography .........................................................................................................................19

The following aspects have been altered relative to the previous project document
(project proposal final version):

The project concept has been improved and is slightly different now. The educational stage
is now more interactive and the open-mic stage is now less chaotic (it’s an organized contest
now).

The basic requirements have been moved to chapter 4.

The swot analysis has been removed.

The marketing plan is now more detailed and the ad scheduling is a little different.

A sponsorship plan has been included.

The communication plan now includes a communication matrix.

The project approach is now presented in the form of a gannt chart in chapter 4.

The expenses have been altered.

The risk analysis has been removed.

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1.Introduction

This report is a project plan (first version) Intented for WWF.

Client Description

• Our client is WWF.

• The World Wildlife fund is one of the world leading charities that focuses on the
conservation on aspects of our planet. They primarily focus on Climate change, Fresh
water and food for LEDCs, Wildlife as well as the Ocean.
• “Lasting conservation is achieved through collaboration with a range of extraordinary
partners, including governments, local communities, businesses and individual
donors. We leverage the strengths of these collaborations to achieve great success.”

(WWF, 2016)

Together we intend to communicate the values that WWF has to Dutch youngsters
aged between 14 and 25.

Music festivals are one of the best ways to meet people from all walks of life and exchange
ideas and viewpoints with each other. Therefore having a festival to facilitate ideas of
learning about the damage we do to our planet and its inhabitants is ideal due to the open
mindedness of the young combined with the freedom of action and thought that make a
festival.
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2.Project content

Target group:

People between the age of 14 to 25 years, especially 18 to 25 year olds.

Project Mission:

Our mission is to make 14 to 25 year old people aware of WWF’s causes. We focus more on
the age group 18 to 25 because they are more aware of the environment and are far more
interested in it. 14 to 18 year old teenagers are often still exploring themselves rather then
the world around them. With the music event we’re planning, we want them to realize what
WWF is about and we want them to support the amazing things you do for our world.

Our event’s concept image in three key words: Wildlife, music, new generation.

The project’s main objective: Our event will raise awareness on WWF’s cause in an
interactive and fun way. By December 2017 the number of young Dutch donators/supporters
will increase by 20%.

Possible negative spin-offs:

The event could fail (artists not showing up, etc) and harm WWF’s image. A failed event like
this could also cause Dutch donation numbers to drop.

Possible positive spin-offs:

The event could go so well that it goes viral on social media. This would help WWF”s cause
immensely.

Due to our limited budget our event will have a maximum capacity of 5000 visitors, so we will
work with as many volunteers and local upcoming (talented) musicians as possible. We’ll
ensure that our imagination won’t be tied down by budget-related issues.
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The concept

Pandastic! will be an immersive and fun music event focused on educating young
adults on the important matters of wildlife protection and healing our planet in a
relaxed way.
Our visitors will feel like they’re part of our nature again. To emphasize on this feeling, the
colors will be ‘nature-like’ as well. This means that we’ll use a lot of green.
The guests will feel as if they’re part of the ‘fight’ to recover our beautiful earth. This will
create more sympathy for (y)our cause.

Stage material, fences, barriers, etc will have a bamboo/wooden look and there will be plenty
of trees and bushes.

During the event the different stages will have their own immersive theme.

The first two stages will host live music and the third one will host a virtual reality experience.

Stage 1: The ocean

The ocean will be an organized and relaxed environment with talented pre-booked artists.

This area will be all-blue and really beautiful!. The sides of the stage will have some water-
plants like seaweed and reed. The back of the stage will feature immersive visuals of the
ocean.
“Take a deep breath, relax and allow the tides of music to take you where ever they want to
go.”

Stage 2: The jungle

This stage will be an open-mic contest, which means anyone can register (registration starts
three months before the event) and go up the stage to get themselves out there. The contest
will result in ten remaining artists on the first day of the event, and one winner on the last
day! This victorious talent will receive some eco-goodies as a price. The entire contest is
‘democratic’ and will be featured on our social media page. A selection of our visitors will
finally decide which nine artists aren’t quite good enough.

The fencing and protection of this area will recreate a ‘wooden’ look and a couple of (possibly
fake) trees will be set up here for an intimate music experience. The performers here will
wear a forester’s outfit so that they look like wildlife protectors.

“The jungle is something else. The jungle is alive. Roll up your sleeves, finish your drink and
let your inner beast roar.”

Stage 3: Wildlife crime/animal abuse (hunting/food-industry)

This stage is going to stand strong in the inside part of de Westergasfabriek. will allow
visitors to sit down and dive into interesting films about the planet. This part of the venue will
be decorated with WWF inspired art, photography and other stuff to elucidate what the
organization stands for.
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Here visitors will be provided with a Samsung virtual reality device (headphones included)
that has it’s storage filled with VR-films about nature, wildlife, pollution, veganism, you name
it! This is the ultimate way to educate youngsters about (y)our extremely important cause
because it will grab their attention quickly and stick to their minds for a long time.

The event will also have a dedicated market/merchandise section where eco-
friendly/sustainable merchandise and goodies will be sold. A huge percentage of the profit
will go to applicable charities.

Merchandise sold at our event will be all but boring! Animal cruelty-free/sustainable clothing
is becoming more and more popular these days. It’s in fact fashionable and hip!

Stands will mainly be scattered around the venue-terrain to avoid certain spots becoming to
crowded.

Our concept is THE answer to WWF’s problems reaching young adults because it’s
modern, interactive, fun and educational at the same time. This is the best recipe for
educating this target group because their attention flows elsewhere rather quickly if
they’re not entertained.

This is what our event will look like:

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The line-up for the main stage (ocean):

Pop hiphop
Lucyliz Tonguez
Mainstreet Yung internet
Nynke Laverman (wwf ambassadeur) Dick james
Winner open mic contest Sef
Beste singer songwriter Diggy dex
Drum and bass/ House Techno
dubstep
T&sugah Gregor Salto (wwf M|O|O|N
ambassadeur)
MC MVE Gunslinger iamthekidyouknowwhatimean
Puncture Apashe Clouds
Giraffe squad Mike Dearborn
Fattom
Lowaddict Soundsystem

Timetable
Saturday:
12:00-12:45 T&sugah
13:00-13:45 Puncture
14:00-14:45: Lowaddict soundsystem
15:00-15:45: Giraffe squad
16:00-16:45: Apashe
17:00-17:45: Mainstreet
18:00-18:45: Sef
19:00-19:45: Tonguez
20:00-20:45: SMIB
21:00-21:45: Yung Internet
22:00-23:30: Gregor Salto

Sunday:
12:00-12:30: Nynke Laverman
13:00-17:45: Beste singer songwriter
18:00-18:45 Lucylis
19:00-19:45: M|O|O|N
20:00-20:45: iamthekidyouknowwhatimean
21:00-21:45: Mike Dearborn
22:00-23:00: Winner open mic contest
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3.Marketing and
communication
Marketing plan:
Plan to pre-inform the target group about the event and the good cause WWF (promotion):

• Contact local authorities of Amsterdam > Guerilla marketing in the Vondelpark in

Amsterdam. (This will lead to pictures on social media because the youth will post
everything on social media, a week after this day we will announce that it was a stunt
for our music event.) We do not want to attract tourist youngsters but the local
youngsters.
• Ads on Instagram. There will be a flyers of the event and we will put that as ad on
Instagram.
• Flyers to hand out at schools.
• Contact bloggers & Youtubers who are involved in the healthy lifestyle/ vegans/
cruelty-free makeup and give them free tickets in exchange for promotion on their
blog/channel. (see below which bloggers/Youtubers) We want them to showcase the
event on the website where they have the most viewers.
• Make a website for the event and with every promotion the website should be
mentioned so people visit it > The website needs to have cookies which will result in
ads on different websites after visiting ours. People who do not like these ads, can
turn it off in their own web browser.
• WWF will have a tab on their website which will lead to the music event.
• Facebook event + ticket giveaway if the post is shared, liked, commented on.
• We discontinued the Spotify ads and the Snapchat geofilter because that was too
much money and it wasn’t possible for us to get it for a lower price.
• The guerilla marketing is changed from the dam to the Vondelpark.
• We will be handing out flyers at the university of Amsterdam, VU Amsterdam and
University of applied sciences in Amsterdam to get youngsters to come.

The campaign itself will last 2 months (we need to get permission for everything 6 months
before the event). Also the website will be online before the guerilla marketing stunt.
Ad schedule

Mid August 2017: guerilla marketing, week after we announce that it was promotion for the
music event. > we open the website. Also we will start releasing small bits of information
which includes Instagram ads, news on WWF site, Facebook event.

Let the Youtubers and bloggers begin their contests, Facebook contests start.

September 2017: putting the statue up for another day/week if possible so more people can
see it in real life.
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Extra information:
Bloggers/Youtubers we contacted are: http://theveganstudent.com/ ,
http://happyearthkitchen.com/ , www.teske.nl, https://www.dehippevegetarier.nl/ and
http://naoki.nl/,
These bloggers/Youtubers are into the vegan lifestyle and will represent the WWF in a good
way. The followers that these bloggers/Youtubers have, will support the WWF by coming to
the music event and they’ll take their non-vegan (less aware) friends with them. This means
that our event could open a lot of eyes.
Each blogger/Youtuber will get 2 tickets for themselves and relatives/friends, and 5 x 2
tickets to give away. So that means we are giving these bloggers/Youtubers 60 tickets in
total.
The Facebook page of bents events and the Dutch version of WWF will have a link to the
Facebook event Pandastic!. On the event page we will promote the music event and will hold
2 contests to win tickets for Pandastic!. 1 contest will be tagging your (non-vegan) friends
and explaining why you should win these tickets. We will give away 4 x2 tickets at this
contest. The other contest will be ‘like, share and come up the most original reason to go
vegan/support WWF’. Here we will also give away 4 x 2 tickets.
There will be 2 different kind of tickets since it is a 2 days event. One day tickets and 2 days
tickets. The one day tickets are €15 and the two days tickets are €25.
Market research:

There are a lot of different festivals in the Netherlands, 801 in total. It differs from music
festivals to food festivals. Almost everything that you can think of has a festival in the
Netherlands. To be a success as a starting festival you have to be innovative, do something
that hasn’t been done before.
Our festival is one of a kind, there’s nothing else quite like it. It will be a WWF only event.
There a lot of festivals for more than one charity, or the charity are just a small part of the
festival. This festival will really be about WWF.. There are going to be (interactive) lectures
about WWF, the music will have a jungle theme and the stages have a wildlife theme. There
aren’t any festivals like this in the Netherlands at the moment.
Because there aren’t a lot of other festivals to compare this one with it will be difficult to have
a clear view about the competition.
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The sponsor plan:

• Samsung will be one of our main sponsors. They will provide the VR gears, phones
and headphones (50 gears, 50 galaxy S7 phones and 100 headphones). Their name
will be shown on one of the stages and in the virtual reality hall. Also there will be an
opportunity to buy VR gears and Samsung headphones at the end of the hall. Buyers
will fill in their address and bank account number and they’ll receive the VR gear and/
or headphones at home a week after the event. This way Samsung can promote their
own VR gears and headphones and will make a lot of sales. This sponsorship will
allow Samsung to announce that they acquired an official partnership with WWF.
Samsung is giving Pandastic! €5000 sponsor money.
• BareFaced Beauty is also one of our sponsors. Girls of the age 16/17/18 to 25 use
makeup daily and we want them to know they should use cruelty-free makeup.
BareFaced Beauty is a certified-cruelty free makeup brand and they use 100%
natural ingredients. They will have the opportunity to sell their makeup at the music
festival and their name will be on one of the stages. This also helps in making their
brand more known in the age category 18 to 25. In exchange they’ll give Pandastic
€2500 for sponsor money. This sponsorship will allow BareFaced Beauty to
announce that they acquired an official partnership with WWF.
• Ecotex will be selling their merchandise/clothing lines at our festival. Ecotex sells
sustainable and ecofriendly clothing. They will be selling the clothing that they want to
sell at Pandastic and they don’t have to pay for their stand. They only thing we want
them to do is ask everyone they sell merchandise to if they want to donate money to
WWF.
• We will have ‘The Food Line Up’ take care of the food on the music event. They can
sell their own food and they won’t have to pay for it. They only thing we want them to
do is ask everyone they sell merchandise to if they want to donate money to WWF.
• Fonds21 will also sponsor Pandastic!. They support Cultural & Arts and Youth & the
Society events. They want to support the music event Pandastic! and they’ll give
Pandastic! €2500.

The main sponsors (Samsung & Barefaced beauty) will receive 80 tickets. 40 tickets for
inside the company and 40 tickets to hold a contest on their Facebook/Instagram. These
contests will result in more youngsters checking out the sponsors’ social media which results
in more youngsters checking out their products.
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Communication strategy:

Our event has three goals when it comes to communication:

The knowledge the target group has on animal abuse/exploitation has to be greatly
improved.

The attitude the target group has towards WWF and their cause needs to be altered so that
they are much more open and positive about it.

The target group’s behavior towards healing our planet needs to be more active. Their
generation is the one that will make or break our earth, they have to change the world!

Since our target group mainly consists of younger people, social media will be the best way
to reach them. The sub-group 18 to 25 year olds are especially active on these online
platforms.

Young people are more vulnerable to visual messages than text, this means that our
advertisements will use a lot of pictures and videos with bright and vivid colors.

To get our message of sustainability across, language usage has to be altered to the way
young people use it. The event has to be presented as fun and unforgettable but serious at
the same time. After all we are addressing a very serious cause here.

Using the killed gorilla Harambe as a symbol for our event will help spread it across the
internet.

Fund raising target groups are mainly other charities that are also interested in the
environment and endangered species etc. We want to make the whole music event based on
charities with the same visions as WWF.

We have to communicate with the local authorities of Amsterdam to get approval for the
guerilla marketing. We also have to make sure that the media will talk about our guerrilla
marketing stunt so we have to contact them with pictures to make sure that it goes viral.
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Communication Matrix:
Receiver Communication Communication Method of Approach Sender Feedback
objective message communication
Sponsors Sponsors have to Pandastic! Is a Possible Presenting Bents Feedback
see our event as great place to sponsors will be the event Events will either
a great advertise (eco- contacted by as be approval
opportunity for friendly) phone and/or e- something or
them to get their products and mail. very disapproval.
product out into gain a younger positive for
the world. audience. both
parties
(which it
is).
Local The local Our festival will The authorities The event Bents Feedback
authorities authorities of not harm will be contacted will be Events will either
of Amsterdam have Amsterdam’s by phone and/or presented be approval
Amsterdam to approve of our image and will e-mail. to them as or
festival and not cause any an disapproval.
guerilla marketing harm. + It raise opportunity
stunt. awareness on for them
WWF’s cause and not a
amongst burden.
Amsterdam’s
youngsters.
18-25 year This target group Caring for our This target Advertising Bents This
olds needs to world and group is and the Events audience
understand that ourselves and relatively active event itself & will give
WWF and their integrating this in online, so using will explain WWF honest
cause are of one’s own home the internet to our cause feedback
great importance is easy and is communicate thoroughly via social
to our future. our only chance our message is and at the media.
of actually a good idea. same time
saving our world. show that
it’s easy to
NOT harm
the planet.

14-18 year This target group Caring for our This target Simplified Bents This
olds needs to world (and group is known terms, Events audience
understand that ourselves) is not as the ‘online’ positive & will give
WWF and their ‘lame’ and is our generation, the pictures WWF honest
cause are of only chance of use of and text feedback
great importance actually saving internet/social and vivid via social
to our future. our world. media platforms colors. media.
is essential.
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4.Management
Controlling aspects:

Time:

We monitor each other’s progress for our individual weekly activities as well as meeting our
goals as a group for the week. A task or checklist made during our meetings ensures that we
all have input on what tasks need to be completed and by when.

Information:

As this project generates a great deal of information, we have a digital communication

platform as well as a Google drive where all the information we have goes in order to avoid a
physically ostentatious collection of info.

It is online, therefore this means that all the information we have is available so long as there
is internet access. If information is incorrect or needs editing, we can do so due to the fact
that each team-member has full access to every document that goes into the drive.

Facilities:

A Time and place for the event that will be ready by the deadline and will live up to the
expectations that we have of it. All legal conditions and permits are available: Spirits, safety,
music copyright (if we decide to have a constant playlist of music during the festival for
example) Backstage rooms for artists, toilets, medical facilities, information points, camp
borders (for different campsites).

Quality:

Establishing standards and constantly reassessing to ensure that our quality standards are
met. Seeing that our final product will have the same level of quality that we expected of it at
the outset. We also need to ascertain the man power required in order to meet our quality
standards as well as our goals in general (also that we have the financial means to employ
that man power)
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Organizational:

At each stage we collectively come up with tasks which are delegated by our project
manager. Communication is key and we always have an open “group chat” which ensures
that if one of us is struggling or is unaware of a task then at least one of the other five will be
able to assist in some way.

Financial:

We should budget at every phase and set up a budgetary control system. As expenses
change or become clearer, the budget should be adjusted or temporarily supplemented.

The event requires the following basic elements:

● Medical tent/centre- Medical staff

● Parking areas- On road and off road parking
● Emergency Routes
● Toilet facilities- Portable and indoors
● Wheelchair access- Ramps, handrails
● Anti-Panic Barriers
● Policing- Security, Bouncers, Bag searchers
● Fire extinguishers- Fire and electrical fire
● Fire Blankets
● Two/Three stages
● Backstage rooms for artists
● Waste disposal points- Bins, skips etc. As well as bin staff
● Speakers
● Sound Equipment
● General store
● Phone charging station
● Catering- Spaces to rent out to catering companies
● Lecture/ seminar spaces- in and outdoor
● Showers
● Barriers
● Water Points
● Camping space
● Staff- Roadies, sound engineers, medical staff, toilet cleaners, emergency route staff,
general volunteers
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The licenses we will need:

• Municipal License

• Copyright License – BUMA

• Noise Disturbance Permit

• Safety Permits: Fire Department Inspection – Location and construction inspection,

dimensions, layout, materials, emergency exits and evacuation routes

• Post 22:00 Permit – Needed for the later hours of the event granted by the
municipality

• Alcoholic Beverages: One outlet license and a license for serving liquor

• Food Licenses/Public Health – Taken care by the food vendors

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Gannt chart:
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5. Expenses
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Bibliography
Pennapowers.com. (2015, 9 15). from: pennapowers.com: pennapowers.com/how-much-do-
ads-on-instagram-cost/

Richter, H. (2016). Student Manual 1.1.1 The Project Manager. In H. Richter, Student
Manual 1.1.1 The Project Manager (p. 9). Inholland Haarlem. From: Blackboard.

WWF. (2016, 9 15). WWF. From: Worldwildlife.org: http://www.worldwildlife.org/

Verhaar, J. (2013). Project Management. Eleven International Publishing.